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EXCLUSIVE: GFK Data Reveals The Real Winners In TV Market

As retailers engage in rampant discounting to drive TV sales in Australia with recent end of financial year sales, brands such as LG, Samsung and Sony are reaping the benefit of “brand clout” by achieving a better average selling price, than the likes of Hisense who recently claimed that they were the #1 TV brand in Australia.

According to the latest GFK data Samsung is the #1 TV brand in Australia both in revenue and units sold while LG has the top average selling price, Hisense who is struggling to increase their average selling price with brands such as Hitachi, Panasonic, Philips and Sony outperforming Hisense a Chinese TV brand that is sold at leading consumer electronics retailers.

At the recent Australian Grand Prix Hisense claimed that they were the #1 TV brand in Australia however GFK data reveals that over an 18 weeks period this year the #1 brand was still Samsung who sold 104,830 units at an average selling price of $1,629.

When it came to Revenue Samsung generated over $170M in revenue Vs $87M by Hisense while LG generated $99M, Sony $87M according to the GFK data.

It was only two months ago that Hisense claimed that they were not “buying market share” by lowering the price of their TV’s.

However new GFK data obtained by ChannelNews reveals that Hisense as only managed to achieve an average selling price of $860 Vs an average selling price of $$2,023 by LG who have had a lot of success selling their OLED TV’s in Australia.

They are followed by Samsung who achieved an average selling price of $1,629.

Other brands to outperform Hisense were Tempo brands such as Hitachi which achieved an average selling price of $990, Philips TV sales delivered an an average selling price of $959.

The problem for Hisense who are investing millions in sports branding is that they are struggling to deliver profits in Australia.

Both the brand and their TV’s were recently slammed by Sharp who allows the Chinese Company to use their brand name in the US market where consumers have shunned buying a Hisense branded TV.

Back in 2015 Sharp licensed the right to use its name in the US to Hisense.

Now Sharp alleges that Hisense is damaging its brand by slapping its name on poor-quality televisions.

This led Sharp to file a lawsuit against Hisense in a San Francisco-based state court last month.

The deal was originally struck for Hisense to use the Sharp name until 2020, but Sharp has been trying to get the name back.

Sharp claims that Hisense is not only putting its name on low quality TVs which are similar to the TV’s being sold by Hisense Australia but they do not meet “certain standards” in the USA.

Sharp said the TVs bearing its name broke US rules on electromagnetic emissions and that Hisense had made false claims about picture quality.

Hisense said it “categorically” denied the claims made in Sharp’s claim and it would defend itself.

As well as accusing the Hisense-made TV sets of breaking emission guidelines, Sharp said the devices did not meet wider industry standards covering device safety.

Sharp’s said its brand was at risk of being “destroyed” by the “shoddily manufactured” TV sets by the time the five-year deal ended.

Responding Hisense claims it is in full compliance with the trademark license agreement.

“Hisense will continue to manufacture and sell quality televisions under the Sharp licensed brands.”

Hisense Australia has refused to comment.

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