全球电视产业再迎变局。2月25日，创维集团宣布，已与松下正式达成全球战略合作伙伴关系，全面负 责松下品牌电视在全球市场的生产、销售、营销及渠道拓展。 不过，2月25日下午，《每日经济新闻》记者从松下中国方面确认到，松下在欧洲和北美地区与创维公 司签订了全面的合作伙伴关系协议进行电视机产品供应；松下在日本市场将一如既往由松下自主运营， 负责产品供应。"对于其他地区的具体安排，目前我们没有可以公布的内容。" 这意味着，继TCL宣布拟拿下索尼电视业务控股权后，中国又一家彩电厂商即将取得日系彩电品牌的部 分区域运营权。 松下与创维此番合作，是松下集团正在推进的内部经营变革的重要举措之一，这对松下而言是个不小的 决定。对于全球彩电产业来说，变数也在酝酿。近些年，诸如海信、TCL等国内彩电巨头竞逐国际品牌 的合作或并购机会，谁都想借力国际品牌从而夺得更多全球市场份额。 为什么这次松下"让出"的是欧美区域的彩电运营？这是一个什么信号？在欧美市场，中国电视品牌有什 么新动向？日系电视品牌收缩"阵地"之后，全球彩电竞争格局将如何变化？ 创维拿下松下电视的 欧美市场代运营权 《每日经济新闻》记者（以下简称每经记者）获悉，松下正计 ...

1 夏普、东芝、索尼、松下统统被拿下 如今，一台21寸液晶显示器，价格干到了200元。一台海信55寸液晶电视价格可低至1500元以内。而东芝电视业务也早已于2017年被海信收 购。 这背后是中日电视产业逆转乾坤的变局。 曾几何时，日本企业是全球电视产业最顶端的存在，如今却被中国电视企业一一拿下。 2016年，鸿海精密（富士康母公司）以35亿美元收购日本夏普66%股权，成为其控股股东，这是中国台湾企业首次控股日本百年电子巨头，也 是全球显示与代工产业的标志性事件。 2017年，海信以7.98亿元拿下东芝映像95%股权和40年全球品牌授权，快速吸收东芝电视技术，并借助东芝渠道渗透日本、东南亚、欧美高端 市场。还记得海信那些年在世界杯打出的"全球第二，中国第一"广告语吗？虽有争议，但也透露着底气。 来到2026年1月，索尼分拆家庭娱乐业务，与TCL成立合资公司，承接索尼电视+家庭音响全球业务，覆盖研发、设计、制造、销售全链路。 TCL电子持股51%，索尼持股49%。网友调侃"从此Sony变Tony"。 30多年前，一台21寸东芝彩电要卖到3000多元，多少家庭咬牙花上半年的工资也要买一台。 还没完，近日又有媒体消息 ...

（原标题：全球电视产业大变局：TCL、创维先后"接手"日系彩电全球或部分地区业务 "中韩争霸"局势渐明） 全球电视产业再迎变局。2月25日，创维集团宣布，已与松下正式达成全球战略合作伙伴关系，全面负责松下品牌电视在全球市场的生产、销售、营销及渠 道拓展。 不过，2月25日下午，《每日经济新闻》记者从松下中国方面确认到，松下在欧洲和北美地区与创维公司签订了全面的合作伙伴关系协议进行电视机产品供 应；松下在日本市场将一如既往由松下自主运营，负责产品供应。"对于其他地区的具体安排，目前我们没有可以公布的内容。" 这意味着，继TCL宣布拟拿下索尼电视业务控股权后，中国又一家彩电厂商即将取得日系彩电品牌的部分区域运营权。 松下与创维此番合作，是松下集团正在推进的内部经营变革的重要举措之一，这对松下而言是个不小的决定。对于全球彩电产业来说，变数也在酝酿。近些 年，诸如海信、TCL等国内彩电巨头竞逐国际品牌的合作或并购机会，谁都想借力国际品牌从而夺得更多全球市场份额。 为什么这次松下"让出"的是欧美区域的彩电运营？这是一个什么信号？在欧美市场，中国电视品牌有什么新动向？日系电视品牌收缩"阵地"之后，全球彩电 竞争格局将如何 ...

每经记者｜陈鹏丽 每经编辑｜魏官红 全球电视产业再迎变局。2月25日，创维集团宣布，已与松下正式达成全球战略合作伙伴关系，全面负责松下品牌电视在全球市场的生产、销售、营销及渠 道拓展。 不过，2月25日下午，《每日经济新闻》记者从松下中国方面确认到，松下在欧洲和北美地区与创维公司签订了全面的合作伙伴关系协议进行电视机产品供 应；松下在日本市场将一如既往由松下自主运营，负责产品供应。"对于其他地区的具体安排，目前我们没有可以公布的内容。" 图片来源：每经媒资库 这意味着，继TCL宣布拟拿下索尼电视业务控股权后，中国又一家彩电厂商即将取得日系彩电品牌的部分区域运营权。 "本次我们结合2026年面向欧洲的新电视产品发布，同时宣布了在欧洲合作的伙伴企业。"松下中国方面如是告诉每经记者。 2月25日，每经记者从可靠渠道确认，本次松下与创维的战略合作，主要是围绕欧洲、北美区域市场。而至少在日本市场，松下还是保持自主运营的策略。 换言之，创维此次拿下的是松下电视部分区域的代运营权。 松下中国方面向每经记者详细透露:"我们正在根据不同地区构建电视业务最合适的运营模式。在欧洲和北美，我们将与创维公司建立全面的合作伙伴关系。 我 ...

2）越南/印尼/泰国等国，应该从此前的20%/19%变更为15%，亦轻微下降。 墨西哥，如果符合美加墨关税协定，应无变化，仍保持0关税。 1）粗略看，国内家电出口从25%（18年）+10%（对等，25年6月开始）+10%（芬太尼，25年6月开始）=45%，变 成25%（18年）+15%（122条款）=40%，税率有所下降。 #但实际因为25年6月，美国开始对家电中的钢铁、铝（非美国产）单独征收50%的232关税，所以实际整机出口的 税率是要高于以上计算的，因为 【财通家电孙谦团队】美国关税点评— 关于美国对等关税的裁定，我们认为： 1）粗略看，国内家电出口从25%（18年）+10%（对等，25年6月开始）+10%（芬太尼，25年6月开始）=45%，变 成25%（18年）+15%（122条款）=40%，税率有所下降。 #但实际因为25年6月，美国开始对家电中的钢铁、铝（非美国产）单独征收50%的232关税，所以实际整机出口的 税率是要高于以上计算的，因为钢/铝是要拆出来单独申报的。 【财通家电孙谦团队】美国关税点评— 关于美国对等关税的裁定，我们认为： 综合来看，对等关税被裁定为非法，确实降低的出口至美国的关税 ...

Group 1 - The core viewpoint is that TCL Electronics is expected to enhance its competitiveness and increase its overseas market share due to industry chain empowerment and structural upgrades in the television market [1][2] - The global television industry is transitioning into a phase of structural competition driven by upgrades, with increasing consumer demand for larger screens and advancements in display technology [1][2] - The average size of televisions has increased from 42.5 inches in 2017 to 52 inches in 2023, with Mini LED technology becoming a mainstream upgrade direction [1][2] Group 2 - The concentration of the upstream LCD panel industry in China has strengthened the competitive position of Chinese companies, with domestic panel manufacturers controlling over 70% of the market share by 2024 [2] - The global television market demand remains stable at around 200 million units, but the concentration among leading manufacturers has increased, with the CR4 rising from 45% in 2018 to 57% in the first half of 2025 [2] - TCL Electronics has seen its market share in the high-end segment increase from 10% to 20% in less than two years, indicating a successful encroachment on the market share of Korean competitors [3] Group 3 - TCL Electronics is transforming into a global leader driven by both profit and market share, with the average size of its television shipments increasing from 52.4 inches in 2021 to 63.3 inches in 2024 [3] - The share of TCL's shipments for televisions 65 inches and above has risen from 11.1% in 2021 to 29% in 2025, showcasing its focus on larger screen products [3] - TCL's Mini LED television market share is projected to reach 28.7% in the first half of 2025, making it the market leader [3] Group 4 - The company is leveraging its brand influence and global distribution network to foster innovation and growth in new business areas, such as distributed photovoltaic business, which is expected to grow by 104% to 12.87 billion HKD in 2024 [4] - The all-category marketing business is creating synergies with core black goods, becoming a stable growth point for the company [4] - The AI+AR glasses business has achieved a market share of 45% in the domestic market, positioning it as the industry leader [4]

Industry Overview - The global television industry has entered a phase of stock competition driven by structural upgrades, with future core drivers being larger screens and display technology advancements [1] - Consumer demand for larger televisions is increasing, with average global TV size rising from 42.5 inches in 2017 to 52 inches in 2023 [1] - Mini LED televisions are becoming a mainstream upgrade direction, with expected shipments of 8.2 million units in 2024, a 100% year-on-year increase, surpassing OLED televisions at 7 million units [1] Competitive Landscape - The concentration of the upstream supply chain has strengthened the competitiveness of Chinese companies, with the global LCD panel capacity now predominantly located in mainland China [1] - By 2024, the shipment area of mainland liquid crystal panel manufacturers is expected to exceed 70%, following the exit of major Korean companies like Samsung and LG [1] - The global TV market demand remains stable at around 200 million units, but market concentration has increased, with the global TV CR4 rising from 45% in 2018 to 57% in the first half of 2025 [1] Company Performance - TCL Electronics is transitioning to a global leader driven by both profit and market share, with average TV size increasing from 52.4 inches in 2021 to 63.3 inches in 2024 [2] - The share of TCL's TV shipments for sizes 65 inches and above has grown from 11.1% in 2021 to 29% by 2025 [2] - TCL's Mini LED TV market share is projected to increase by 4.1 percentage points to 28.7% in the first half of 2025, making it the market leader [2] Market Expansion - TCL's overseas market share is steadily increasing, with North America rising from 4.5% in 2016 to 18% in 2023, and Western Europe from 2% to 6% in the same period [2] - The company leverages its brand influence and global distribution network to empower innovative business development, including distributed photovoltaic business expected to grow 104% year-on-year to HKD 12.87 billion in 2024 [3] - The AI+AR glasses business is also performing well, with a market share of 45% in the domestic market as of Q1 2025, making it the industry leader [3] Investment Outlook - The integration of the supply chain enhances TCL Electronics' competitiveness, with expectations for continued growth in overseas market share [3] - The company is positioned to benefit from structural upgrades in the industry, with projected EPS of HKD 0.95, 1.12, and 1.31 for 2025 to 2027 [3] - A DCF valuation method suggests a target price of HKD 16.0, corresponding to PE ratios of 13, 11, and 10 for 2025 to 2027 [3]

Core Insights - The report emphasizes the importance of governance improvement and overseas expansion for leading companies in the home appliance industry, particularly in the white goods sector [2][11]. Group 1: White Goods - The governance improvements in leading white goods companies are expected to enhance market confidence in sustainable growth, which can lead to a higher valuation [16]. - Midea Group has experienced a significant valuation increase from a PE of 8x to over 20x due to governance reforms and market conditions, despite recent performance challenges [17]. - Haier Smart Home's privatization has led to a notable stock price increase, with a 59% rise following the announcement of its restructuring plan [22][23]. Group 2: Black Goods - Japanese brands like Sony and Samsung are facing significant challenges, with Sony's ET&S department reporting an 8.2% decline in revenue and a 22.6% drop in operating profit [47][49]. - Chinese brands are expected to continue gaining market share globally, with TCL Electronics forming a joint venture with Sony to enhance their market presence [48]. - The Mini LED segment is seeing increased penetration, with a 32.25% online market share, indicating a positive trend for domestic competition [50][56]. Group 3: Small Appliances - The robotic vacuum cleaner market has shown a 10% year-on-year increase in online sales, driven by a low base effect from the previous year and seasonal factors [7]. - The competitive landscape in the small appliance sector is improving, with leading brands like Ecovacs and Roborock increasing their market shares [7]. Group 4: Investment Recommendations - The report recommends investing in white goods companies like Midea Group, Haier Smart Home, Gree Electric, and Hisense Home Appliances due to their stable growth and high dividend yields [7]. - For black goods, TCL Electronics and Hisense Visual are highlighted as beneficiaries of product iteration and improved domestic competition [7]. - In the cleaning appliance sector, Ecovacs and Roborock are expected to see profit margin recovery in 2026, making them attractive investment options [7].

Core Viewpoint - TCL Electronics has shown significant growth in its stock price and is expected to report a substantial increase in adjusted net profit for the year, exceeding market expectations. The company has also entered a strategic partnership with Sony to establish a joint venture, enhancing its market position in the high-end segment [1]. Group 1: Financial Performance - TCL Electronics' stock price increased by over 5%, reaching 12.92 HKD, with a year-to-date gain of nearly 24% [1]. - The company anticipates an adjusted net profit of approximately 23.3 billion to 25.7 billion HKD for the year, representing a year-on-year growth of 45% to 60%, significantly surpassing market expectations [1]. Group 2: Strategic Partnerships - TCL has reached a strategic cooperation intention with Sony to establish a joint venture that will handle Sony's home entertainment, technology, and service businesses, covering the entire process of development, manufacturing, sales, and customer service for products like televisions and home audio systems [1]. Group 3: Market Position and Growth - According to Changjiang Securities, TCL's global market share has rapidly increased, with its television global shipment market share rising from 10.7% in 2020 to 14.5% in the first three quarters of 2025, maintaining a position among the top three globally in terms of shipment volume [1]. - The joint venture with Sony is expected to help TCL leverage the "Sony" and "BRAVIA" brand combinations to penetrate the global high-end market, thereby enhancing its brand value and pricing power [1]. - TCL can utilize Sony's established global high-end channels and consumer recognition to improve its brand image in key markets such as Europe and North America [1].

Core Viewpoint - TCL Electronics has shown significant growth in its stock price and is expected to report a substantial increase in adjusted net profit for the year, exceeding market expectations. The company has also entered a strategic partnership with Sony to establish a joint venture for home entertainment and technology services [1] Financial Performance - TCL Electronics' adjusted net profit for the year is projected to be between 2.33 billion to 2.57 billion HKD, representing a year-on-year growth of 45% to 60%, which is significantly above market expectations [1] Strategic Partnership - The company has reached a strategic cooperation intention with Sony to establish a joint venture that will handle Sony's home entertainment, technology, and service businesses, covering the entire process of development, manufacturing, sales, and customer service for products such as televisions and home audio systems [1] Market Position - TCL's global market share in television shipments has rapidly increased, with its market share rising from 10.7% in 2020 to 14.5% in the first three quarters of 2025, maintaining a position among the top three globally in terms of shipment volume [1] Brand Enhancement - Through the joint venture, TCL is expected to leverage the "Sony" and "BRAVIA" brand combinations to penetrate the global high-end market, thereby enhancing its brand value and pricing power [1] Market Strategy - TCL can utilize Sony's established global high-end channels and consumer recognition to improve its brand image in key markets such as Europe and North America [1]