In 2017, the global economic climate presented both obstacles and prospects. As Chinese color TV manufacturers adjusted their export strategies, their brand standing began to rise. Domestically, the economic environment remained stable, with supply-side reforms injecting fresh energy into the economy. However, rising panel costs led to a decline in color TV sales.
The "bitter fruit" of price wars became evident in 2016 when the color TV industry ran 18 promotional campaigns, six times more than in 2015. By using low prices as a promotional tool, especially for high-end products, companies managed to convince consumers that "you can get a higher-quality product at a lower price," thus lowering consumer price expectations.
Display technologies like OLED, quantum dots, and laser TVs each followed distinct paths of rapid advancement. According to comprehensive omni-channel data, OLED TV market penetration reached 0.2% in the first half of 2017, a 0.1% increase from the previous year. The OLED camp in China has grown to include six brands—foreign names like LG, Sony, and Philips, alongside domestic leaders Skyworth, Konka, and Changhong. Meanwhile, the home laser projector market saw a penetration rate of 0.1% in the first half of 2017, up 0.07 percentage points year-on-year. Hisense actively embraced the home laser projection market, while Eloway, Kansang, and Xiaomi also drew attention to this sector. Offline monitoring data revealed that quantum dot TVs had a penetration rate of 1.7% in the first half of 2017, up 0.7 percentage points year-on-year. Brands such as Samsung, Hisense, TCL, and LeTV are now fostering quantum dot technology.
From smart TVs to AI-powered ones, progress was swift. In the first half of 2017, smart TV penetration reached 85%. Functionality-wise, they provided essential features for big-screen operations, enhancing consumer loyalty. In June, the average daily operating rate was 44%, with terminals averaging 5.1 hours of daily use. Video streaming, gaming, educational content, and e-commerce apps enriched TV experiences. 2017 marked the debut of AI-powered TVs, with many brands launching new models in the first half of the year.
Despite a shrinking overall TV market size in the first half of 2017, consumer demand for premium, differentiated products continued to grow. In the domestic retail market, 55-inch TVs saw the fastest growth, capturing 28.8% of the market—a 7 percentage point increase year-on-year. Sizes 65 inches and above became a key battleground for brands. In the first half of the year, 93 new online and offline models were introduced, marking a 38 and 13 model increase from the previous year, respectively. Their market share stood at 5.7%, up 1.7 percentage points. Larger screens remained popular, with 55-inch TVs becoming the norm. Hence, Ovid Cloud Network redefined TVs 65 inches and above as "large-size TVs."
Weng Zhenhua predicts that the color TV market will improve in the second half of the year. With the expected slowdown in panel price hikes, a decline might begin in the fourth quarter. Lower panel prices will ease cost pressures on manufacturers, creating room for end-of-year promotions. Ove Cloud.com anticipates that China's color TV market will reach 15.01 million units in the fourth quarter, a 2.7% drop year-on-year. In the third quarter of 2017, Internet brands struggled against traditional players. The TV market is projected to reach 11.11 million units, a 7.0% decrease year-on-year. Overall, the second half of 2017 saw a better performance than the first, with a market size of 26.12 million units, down 4.6% year-on-year. For the full year, the color TV market is expected to reach 47.92 million units, a 5.8% decrease year-on-year, according to Weng Zhenhua.
Smart TV and set-top box enthusiasts can find valuable information on Smart TV Info Network Sofa Butler (http://), a leading website in China dedicated to TV boxes and smart TVs. It provides resources, communication, and updates on smart TV software and hardware.
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