The average selling prices of TVs at Samsung Electronics and LG Electronics were shown to have declined in the third quarter of this year.
According to the quarterly reports the two companies disclosed on the 14th, in the third quarter the average selling price of Samsung Electronics TVs fell about 6% compared with last year's annual average, and LG Electronics fell 3.7%.
With TV demand in major markets in a stagnant phase, large home appliance corporations including China's TCL launched low-price offensives, making price cuts unavoidable, analysts said.
According to market research firm Omdia, in the first half of this year Samsung Electronics and LG Electronics maintained the No. 1 and No. 2 positions in global TV market share by revenue at 29.3% and 15%, respectively.
However, by shipments, Samsung Electronics recorded 18.1%, TCL 14.2%, Hisense 12.1%, and LG Electronics 10.5%, losing ground to Chinese companies' volume offensives.
In the third-quarter results released earlier, the TV businesses of both companies also affected overall performance. Samsung Electronics' Visual Display (VD) and Digital Appliances (DA) divisions posted an operating loss of 100 billion won in the third quarter of this year, and LG Electronics' MS Business Headquarters, which oversees the TV business, recorded an operating loss of 302.6 billion won,