According to Ove Cloud Network data, in the first half of this year, domestic color TV retail volume reached 21.81 million units, marking a year-on-year decline of 7.3%. However, retail sales rose by 4.3% to 74 billion yuan. This contrast between falling sales volume and rising revenue highlights the shifting dynamics in the market.
Industry sources suggest that the downturn is driven by rising panel prices, consumer overspending in previous years, the fading of internet-driven demand, and sluggish overall consumption. As a result, the color TV industry is expected to face a challenging year with negative growth. In response, manufacturers are urged to shift from price wars and concept battles to a focus on value creation. By embracing innovation and driving technological upgrades, companies can seize new opportunities amid the evolving consumer landscape.
With consumers increasingly seeking higher quality and better experiences, the trend toward larger screen sizes has become more prominent. Following the dominance of 55-inch TVs last year, 65-inch, 75-inch, and even larger sizes are now showing strong growth potential, likely becoming the next popular choices in the market.
Data from China Excel shows that the market for large-screen TVs (65 inches and above) grew rapidly in the first half of 2017, with volume up 18.71% and sales up 16.82% year-on-year. Notably, the laser TV segment experienced explosive growth, with sales volume and revenue increasing by 366.2% and 339.9%, respectively. This indicates that laser TVs are entering a period of rapid expansion and gaining wider market acceptance.
As a pioneer in laser television technology, Hisense has captured over 50% market share for its ultra-large laser TVs (over 85 inches) in the first eight months of this year. This solid position reflects the brand's leadership in the premium segment.
Laser TVs, considered the next-generation display technology, are attracting attention from major players like Ai Luowei, Kansang, Xiaomi, and Miji. Their growing interest is boosting the industry's visibility and competition.
To capitalize on the rising demand, Hisense plans to launch a "consumer-friendly" campaign targeting its laser TV lineup. The company aims to promote broader adoption and make the technology more accessible.
Wang Wei, Deputy General Manager of Qingdao Hisense Electrical Appliances Marketing Co., Ltd., recently stated that after introducing around 40,000 88-inch 4K laser TVs in the first half of the year, the company will soon launch an 80-inch 4K model, possibly priced below 30,000 yuan. This move is expected to create significant market impact.
Industry analysts believe this pricing strategy could trigger a wave of change in the large-screen TV market. Weaker brands may struggle, while high-end LCD and OLED TVs in the 75–85 inch range—currently priced over 50,000 yuan—may face intense competition. A 30,000-yuan 80-inch 4K laser TV would offer a compelling alternative.
Additionally, Hisense is preparing to transition most of its laser TVs from 1080P to 4K resolution. The company is also researching and developing bi-color and full-color light sources, signaling its commitment to advancing laser display technology.
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