TV brands are gearing up for year-end promotions in August, driving the continued surge in TV panel prices seen in recent months. Despite concerns over rising costs and potential procurement reductions, panel manufacturers believe that strategic production control based on demand can maintain price momentum. August is expected to bring price increases of USD 2~10 for various TV panel sizes.

In the monitor segment, August might see moderate price increases. Commercial demand remains weak, while consumer demand surged in Q2, with modest growth projected for Q3. Price hikes for Open Cell panels are expected to be around USD 0.1~0.2. Quotations for panel modules indicate a USD 0.1 increase for 21.5-inch, 23.8-inch, and 27-inch sizes.

Notebook panel prices are slightly rising in August. However, due to strong second-quarter shipments and limited Q3 growth, price adjustments will likely focus on entry-level HD TN models. Manufacturers aim for comprehensive adjustments, projecting a USD 0.1 increase for both HD TN and FHD IPS models. The extent of these changes will depend on negotiations between manufacturers and brands.

In Q3, TV panel purchasing momentum is strong, with an estimated 7~8% growth by QoQ. Manufacturers are confident in raising prices due to increased demand, aiming to turn TV panel production profitable. As a result, TV panel prices are expected to continue rising, with increases of 2~8 USD for different sizes.

Monitor panel prices continue to rise in July, with consumer models showing higher demand than commercial ones. Brands focused on consumer models or smaller secondary brands are more likely to experience moderate price increases. Anticipated price adjustments for July: Open Cell products are up by around 0.2 ~0.5 USD, the 21.5-inch panel is up by 0.2 USD, the 23.8-inch panel is up by 0.2 USD, and 27-inch panel price remains unchanged.

In Q3, panel manufacturers consider raising prices for NB panels. Q2 saw a 30% shipment growth due to increased demand from brand customers, but Q3 demand is expected to be cautious, leading to a 3% shipment increase. Lower-end TN models have higher demand than IPS ones. Anticipated July prices: 14-inch and 15.6-inch TN models may see a slight 0.1 USD increase, while IPS models remain unchanged.

TV panel prices have been on a continuous rise from the bottom of the first quarter to the second quarter, surpassing cash costs. Panel manufacturers are determined to reverse their losses and maintain a strong stance on price hikes. They are also adjusting production rates to maintain the supply-demand balance. However, the demand side indicates a slowdown as the Chinese e-commerce sale season has completed its stocking, and a significant surge in demand is expected to occur in the third quarter. As a result, the overall demand momentum is currently leveling off. Consequently, this month’s price increases for TV panels are expected to show a slight convergence.

Some panel manufacturers are actively increasing monitor panel prices after a period of stability. The prices of Open Cell panel products were previously too low, allowing room for further price increases. This month, prices are expected to rise by USD 0.2~0.5. However, the trend for panel module products is less clear due to varying attitudes toward price hikes among manufacturers, especially newer entrants trying to secure orders with lower prices. As a result, mainstream panel sizes like 23.8 inches and 27 inches are expected to remain mostly unchanged in price this month.

Notebook panel prices have remained stable despite a pricing struggle between brand customers and manufacturers. Demand is steadily increasing, leading panel manufacturers to consider price hikes. However, brand customers are hesitant due to uncertain prospects in the coming months. While there is growth in demand, it is mainly driven by inventory restocking rather than additional demand. As a result, panel prices are expected to stay flat this month, with little room for increases until the end of Q2.

In May, TV panel prices are expected to continue rising due to strong inventory momentum and dynamic operating capacity utilization by panel manufacturers. Especially Chinese manufacturers aim to restore TV product profits to above break-even points by the end of Q2, so the price increase of TV panels in May is significant. Full-size TV panel prices are expected to increase by 1~10 USD, which are all predicted to rise above cash costs in May.

VA panels are in higher demand than IPS panels for monitors currently, and Open Cell panel prices have slightly risen in recent months. The monitor panels are expected to continue to rise by 0.3~0.5 USD in May. Module product demand outlook is uncertain, with limited price increase space, so prices will likely remain stable in May. Taiwanese panel manufacturers have released information on price increases for monitor panels, and their impact on the market atmosphere and price trends needs to be observed still.

Demand momentum for notebook panels is slowly increasing, but the overall demand outlook is unclear, so the NB brands remain conservative attitude on their panel inventory. Meanwhile, the NB brands are expected to be high-maintenance while dealing with the tentative messages about raising the NB panel prices from panel manufacturers. Therefore, TrendForce believes that notebook panel prices are expected to remain stable in May.

Under the panel manufacturers’ ongoing strategy to control their operation rates and the growing demand for TV panels in the Chinese domestic market, TV panel prices are expected to continue to rise in April. However, there is a noticeable trend of first and second-tier brand customers disengaging, with second-tier brand customers having weaker bargaining power and mostly accepting the price increases.

While first-tier brand customers still have some room for negotiation, the overall trend of TV panel prices for all sizes remains unchanged. The price increases for the entire month of April are expected to be 1 USD for 32 inches, 3 USD for 43 inches, 6 USD for 50 inches, 7 USD for 55 inches, 13 USD for 65 inches, and 10 USD for 75 inches.

Since March, monitor panel prices have stabilized after a gradual decline. While demand for commercial models remains weak, there are signs of increased demand for consumer models, particularly for high-end gaming specifications, which is expected to keep monitor panel prices stable for all sizes this month.

As for notebook panels, first-tier brand customers’ cautious outlook on demand for the next quarter due to slow inventory clearance continues to suppress panel manufacturers’ ideas of raising prices. Therefore, it is expected that the prices will remain stable for the entire month of April. The key to whether prices can be raised in the future still depends on whether demand begins to significantly increase.