Top 10 monitor brand vendors’ shipments slipped by 1.5% MoM in November

Based on WitsView’s latest survey, the worldwide top ten LCD monitor brand shipments fell by 1.5% MoM to 12.23M units in November. The growth was more substantial in 1HNov since it continued the shipment growth momentum of October, and it was stimulated by the appreciation of the euro in Europe. However, although the restocking for the Chinese New Year (CNY) holiday has been started up since 2HNov, it remains conservative amid the weak end-market demand. Therefore, the overall market trend met our previous expectation. We expect that the monthly shipments may reduce by 5~10% under the strategy of lowering the loss from inventory at fiscal year-end close in December. Looking into 1Q11, some orders were scheduled to ship out earlier in 4Q10 because of the CNY holiday. It is conservatively estimated that the QoQ growth may remain the same. In terms of monitor product strategy, limited to LCD monitor products’ nature of high price-sensitive, sales around CNY holiday in January and February will still mainly focus on low-pricing CCFL products. LED products, on the other hand, will potentially accelerate the replacement of CCFL counterparts with the decreasing costs.

Among individual vendors, Acer, BenQ, and Philips’ shipments grew substantially by 3.7%, 22.3% and 17% respectively in November due to the temporary reviving demand in Europe. On the other hand, Samsung’s shipments dropped by 19% MoM because of the inventory count at year end, while LGE’s shipments merely remained the same. For Dell, its 2011 fiscal year started in November 2010, and it was in the conversion to the new orders. Thus, its shipments fell by 6.7% MoM.

Worldwide top 10 brand shipment by unit in November 2010

Shipment Unit: K pcs

Source: WitsView, 2010/12


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