In 2017, the global economic climate presented both challenges and opportunities. Chinese color TV manufacturers adjusted their export strategies, gradually enhancing their brand status. Domestically, the economy remained stable, and supply-side reforms revitalized growth. However, rising panel costs led to a decline in color TV sales.
The "bitter fruit" of price wars became evident in 2016 when the industry ran 18 promotions, six times more than in 2015. By using low prices as promotional tools, especially for high-end products, companies successfully conditioned consumers to expect lower prices for better quality. This strategy reduced consumer price expectations significantly.
Display technology saw advancements in OLED, quantum dots, and laser TVs, each pursuing distinct paths toward rapid development. In the first half of 2017, OLED TV market penetration reached 0.2%, up 0.1% from the previous year. The OLED market in China expanded to include six brands, including international players like LG, Sony, and Philips, alongside domestic leaders such as Skyworth, Konka, and Changhong. Meanwhile, the home laser projector market's penetration rate stood at 0.1%, rising by 0.07 percentage points year-on-year. Hisense actively engaged in this segment, while Eloway, Kansang, and Xiaomi joined the competition. Quantum dot TVs showed a penetration rate of 1.7% in the first half of 2017, increasing by 0.7 percentage points year-on-year. Brands like Samsung, Hisense, TCL, and LeTV invested in this technology.
From smart TVs to AI-powered ones, the shift accelerated in 2017. By the first half of the year, smart TV penetration reached 85%. Users demonstrated growing loyalty, with an average daily operating rate of 44% and 5.1 hours of daily screen time per terminal. Applications such as video streaming, gaming, education, and e-commerce enriched the smart TV experience. 2017 marked the debut of artificial intelligence TVs, with several brands launching new models.
Despite a shrinking overall market size in the first half of 2017, demand for premium products continued to grow. The 55-inch segment saw the fastest growth, capturing 28.8% of the market, up 7 percentage points year-on-year. Larger sizes, particularly 65 inches and above, emerged as key battlegrounds. New models in this category increased by 38 and 13 online and offline, respectively, capturing 5.7% of the market, up 1.7 percentage points. Thus, redefining large-size TVs as those 65 inches and above became necessary.
Looking ahead, analysts predict that the panel price hike will stabilize, potentially leading to declines in the fourth quarter. This would alleviate cost pressures on manufacturers, allowing for more aggressive end-of-year promotions. Ove Cloud.com forecasts a fourth-quarter market volume of 15.01 million units, down 2.7% year-on-year. Internet brands faced stiff competition, resulting in a projected third-quarter market size of 11.11 million units, a 7% drop year-on-year. Overall, the second half of 2017 outperformed the first, with a total 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.
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