For a long time, we didn't really pay much attention to the North American TV market, because it's similar to the global situation. Judging from the latest statistics, Samsung is the leader in North America, while Hisense (including Toshiba) and TCL are in second and third place, while other brands are more or less insufficient. However, now Walmart has acquired Vizio, a U.S. TV brand manufacturer, for $2.3 billion, which may bring some changes to the global TV market.
Speaking of vizio,Some veteran TV players should be familiar with it,This brand is quite well-known in the United States,It's okay to watch rtings's reviews and know that vizio's mid-to-high-end TVs have always been rated not low。 Wal-Mart also has its own TV brand onn overseas, but it is basically a low-end and low-cost TV, and it is only sold at Wal-Mart, and there are no other channels. According to the latest press release, unless there is a higher insured price within 45 days, Vizio will be owned by Walmart. In addition to having their own TV brands, the two companies also sell their own brand sound bars, which overlap a lot in the home appliance business.
Vizio claims that its SmartCast is the third largest TV system in North America, of course, this is talking about the market share of Vizio's own TV system, followed by Ruko and Amazon, well, not Google. And judging from the previous statistics, among the top ten TV manufacturers in the world in 2023, vizio ranks ninth, and there are also 4.8 million shipments throughout the year, slightly lower than Sony and Philips. Wal-Mart's own ONN brand also has annual sales of 5 million, so that Wal-Mart will be expected to hit the world's top five TV brands after the acquisition of Vizio.
Of course, Walmart's acquisition of Vizio is uncomfortable with other manufacturers, especially Samsung, Hisense and TCL, which occupy the top three in North America, because the sales of TVs from these manufacturers in Walmart are also very important. After Walmart acquired Vizio, it is bound to focus more resources on its own brand, so that the TV sales of other brands will definitely be affected. You must know that Walmart is the most important TV sales channel in the United States, accounting for more than 30% of the ...... of TV sales in the United States
If it used to be a contest between TV brands, after Walmart acquired Vizio, it will become a contest between channel providers and third-party TV brands. In this way,Chinese TV brands like Hisense and TCL that are deeply cultivated overseas,The pressure will be greater,In addition to improving the quality of content and strengthening the **chain,Maybe these manufacturers have to put more effort into the cost。 We said that the best-selling TV in the United States is a product under 500 US dollars, and American users also value it**, so if you want to maintain market share in North America, the competition between third-party TV manufacturers and Walmart TV brands in ** seems inevitable.
As for why Walmart bought Vizio, of course, it was not a whim to become a giant in the TV market, but mainly because of Vizio's users in the North American market, hoping to get more revenue through Vizio's advertising business. Through this acquisition, Walmart acquired ownership of the Smartcast operating system, which has more than 18 million active accounts. Walmart made it clear that expanding its advertising business was the reason for acquiring Vizio, after all, the first few major TV brands and operating system manufacturers could not buy it.
Some analysts believe that after Walmart acquires Vizio, it is expected to impact Samsung's position as the leader in the North American market in the future, and even surpass Samsung, which is obviously a bit too optimistic. However, Walmart's acquisition,The impact on the top Samsung will definitely be greater,TCL and Hisense will also be affected,But if you do a good job of your own products,And there is a deeper excavation in the channel and**chain,Maybe there will be better opportunities,After all, this *** brand,There is no shortage of high-end products,At the same time, there are also many cost-effective TVs。
Another interesting point is that VIZIO and Wal-Mart's own ONN brand, in fact, do not have their own factories, they are all looking for foundry production or OEM, before there were some foundries in China to help these two brands OEM, and then American brands gradually turned to TV foundries in Mexico, if Chinese manufacturers like TCL can build a complete ** chain and production base in the Americas, then after Walmart acquires Vizio, Chinese foundries will have the opportunity to get more orders, which is not a bad thing in some ways.