日系退韩系守，全球电视市场正迎来“中国时刻”

中国家电网02-02

全球电视产业格局正迎来分水岭。互联网流传这样一个段子：三流企业卖产品、二流企业卖技术、一流企业卖大楼，虽然听上去有点魔幻，然而近几年，这段话正以另外一种形式，在全球电视产业领域中发生。超一流企业卖什么?就在日前，被网友交口称赞为“索尼大法好”，至今仍然是不少人心中“白月光”的索尼电视，做出了一个重磅决定：1月20日，索尼公司(下称索尼)与TCL电子(下称TCL)共同对外发布消息称，双方签订意向...

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Moment\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"HXXD.SI":0.6,"00751":0.9,"MIUmain":0.6,"01810":0.9,"01070":0.9,"SONY":1.95},"content_text":"全球电视产业格局正迎来分水岭。互联网流传这样一个段子：三流企业卖产品、二流企业卖技术、一流企业卖大楼，虽然听上去有点魔幻，然而近几年，这段话正以另外一种形式，在全球电视产业领域中发生。超一流企业卖什么?就在日前，被网友交口称赞为“索尼大法好”，至今仍然是不少人心中“白月光”的索尼电视，做出了一个重磅决定：1月20日，索尼公司(下称索尼)与TCL电子(下称TCL)共同对外发布消息称，双方签订意向备忘录，同意就未来在家庭娱乐领域的战略合作进行进一步磋商。双方确认拟设立一家承接索尼家庭娱乐业务、由TCL持股51%、索尼持股49%的合资公司，并在全球范围内开展包括电视机和家庭音响等产品在内的，从产品开发、设计、制造、销售、物流到客户服务的一体化业务运营。双方计划于2026年3月底前就订立具有法律约束力的最终协议进行磋商。在最终协议签署并取得相关主管部门批准等条件满足后，新公司预计将于2027年4月开始运营。根据公告，合资公司电视机和家庭音响在内的产品，将通过“Sony”和“BRAVIA”品牌赋能。业界分析认为，借助索尼在音画技术、品牌上的高端影响力，加上TCL自身近几年在规模、成本控制、供应链等方面建立起的优势，TCL可以更好地打开全球高端市场;对于索尼来说，此次合作可以更好让自身聚焦在图像传感器、游戏、音乐等核心战略上，在索尼集团的财报中，电视业务已归为“其他业务”。从商业逻辑上来说，这是一次明显的强强联手，优势互补，而TCL 51%的控股比例，意味着TCL将拥有最终决策权。也有分析认为，这也是索尼对电视业务的战略性妥协。在过去很长的一段时间，索尼电视一直是高端的代名词，拥有众多忠实的用户，不少网友对此发出了感慨，有网友笑称：“TCL+Sony=Tony，以后要叫Tony电视了”，也有网友感叹，看着曾经的“白月光”索尼电视将主导权交给了它人，像是一个时代过去了。事实上，索尼电视的转身，也是几十年来日系电视品牌的集体缩影，曾几何时，以索尼、东芝、夏普为代表的日系电视，不仅是市场份额的领导者，更是技术演进方向的定义者和高端品质的代名词。然而，时过境迁，凭借强大的制造能力及产业链等方面优势，中国电视品牌不断崛起，而日系电视品牌却逐渐掉队，随着夏普卖身鸿海，东芝也将电视业务卖给海信，用中国的古语来说，那就是“攻守之势异也”。值得关注的是，在全球市场上，除了逐渐退出舞台的日系电视，在另一边厢，中韩电视双方的攻守之势也在不断发生变化。英国市场调研机构奥姆迪亚(Omdia)在25年年初发布的数据显示，中国电视机品牌TCL、海信、小米的合计出货量在全球市场所占份额达到31.3%，首次超过韩国三星电子和LG电子的市场份额(28.4%)。报道称，中国电视厂商的出货量份额2020年为24.4%，之后逐年上升。韩国厂商2020年为33.4%，之后逐年下降。群智咨询数据显示，2025年全球电视出货量预计为2.21亿台。品牌方面，TOP10分别是三星、TCL、海信、LG、小米、创维、Vizio、Philips+AOC、海尔以及索尼。其中，TCL电视出货量预计3041万台，同比增长5.4%。海信预计出货2926万台，同比增长1.4%。而三星全球市场出货量预计达到3527万台，同比持平。从市场份额来看，三星、TCL、海信分别是16.0%、13.8%、13.3%，同比增长0.1%、0.8%、0.3%，尽管三星仍位居榜首，但TCL、海信和三星的份额差距正在不断缩小。群智咨询指出，若2027年TCL和索尼合资公司顺利运营，TCL与索尼的合并市占率有望飙升至16.7%，一举超越三星电子的16.2%，登顶全球第一。从技术路线来看，近年来，以TCL、海信为代表的中国电视品牌以Mini LED技术为切入点，分别引领SQD-Mini LED和RGB-Mini LED技术路线。对此，两家韩企的反应颇为微妙，在CES2026上，三星发布了130英寸Micro RGB Mini LED电视，而LG方面则显得耐人寻味，先是LG Display在2025年年底连发四条剖解RGB-MiniLED技术的视频，力挺OLED技术，而另一边，LG电子则是在CES 2026发布首款旗舰产品LG Micro RGB evo。虽然三星和LG都是叫法不同，但业内普遍认为，其系列属于RGB Mini LED 技术范畴。纵观全球电视市场，日系品牌的集体“转身”，标志着一个时代的落幕。中韩品牌对决将成为新篇章的主旋律，其核心从出货量之争，深入至对技术路线、供应链效率与品牌生态的全面角逐。谁能在这一复杂竞争中整合资源、创新模式，谁就将成为未来的破局者与定义者。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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