In the first half of this year, Ove Cloud Network data revealed that the domestic color TV retail volume reached 21.81 million units, marking a year-on-year decline of 7.3%. However, retail sales increased by 4.3% to 74 billion yuan. This contrast between declining sales volume and rising revenue highlights the shifting dynamics in the market.
According to industry sources, the color TV sector is facing significant challenges. Rising panel prices, combined with previous consumer over-spending, the fading of internet-driven demand, and sluggish market conditions have all contributed to a difficult period for the industry. As a result, the entire year is expected to see negative growth. In response, TV manufacturers are being urged to focus on value-based competition rather than price or concept wars. Embracing innovation and upgrading consumer experiences will be key to navigating these tough times.
The trend of larger screen sizes has become more evident in 2017, driven by both higher consumer demand and advancements in display technology. Following the success of 55-inch TVs last year, 65-inch, 75-inch, and even larger models are showing strong growth potential and are likely to become the next popular choices in the market.
Data from China Excel shows that from January to June 2017, the market for large-screen TVs (65 inches and above) grew rapidly, with sales volume up 18.71% year-on-year and revenue increasing by 16.82%. The laser TV market also experienced explosive growth, with sales and revenue rising by 366.2% and 339.9%, respectively. This indicates that laser TVs are entering a high-growth phase, gaining traction and recognition in the market.
Hisense, often regarded as the pioneer in laser television, has captured more than 50% market share for its 85-inch and larger laser TVs. This dominance highlights its leadership in the ultra-large TV segment. As a fourth-generation display technology, laser TVs are seen as the future of large-screen TVs and have attracted attention from major brands such as Ai Luowei, Kansang, Xiaomi, and Miji.
To capitalize on the growing interest in laser TVs, Hisense plans to launch a “consumer-friendly†campaign aimed at promoting the adoption of laser TVs. Recently, Wang Wei, Deputy General Manager of Qingdao Hisense Electrical Appliances Marketing Co., Ltd., announced that the company will soon introduce 80-inch 4K laser TVs, possibly priced under 30,000 yuan. This move is expected to bring significant changes to the market.
Industry analysts believe this pricing strategy could create a "stimulus" effect, potentially triggering a wave of competition in the large-screen TV market. Smaller brands may face challenges, while traditional large-sized flat-panel TVs—such as 75-inch and 85-inch LCD or OLED models—could see increased pressure. With prices for those models currently exceeding 50,000 yuan, a 30,000-yuan laser TV would offer strong price competitiveness.
Additionally, Hisense is working on advancing laser TV technology, aiming to fully transition to 4K resolution and exploring bi-color and full-color light sources. These developments demonstrate the company’s commitment to pushing the boundaries of laser display technology.
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