Hisense, Changhong, TCL and other manufacturers are enlarging their plans, and display technology in China’s color TV market is “letting a hundred flowers bloom”

Recently, color TV companies have been making continuous moves. Manufacturers such as Hisense, Changhong, and TCL have all iteratively upgraded their color TV products. They have also made breakthroughs in display technology. Large-screen, technology-based, and scenario-based products have become trends.

TCL and Hisense subsidiary Vidda are "making moves" in the new display field. On March 21, they both announced the launch of their own Mini LED TV and laser projection iteration products. Previously, Changhong also launched new products, "betting" on 8K high-brush Mini LED TV products. In addition, more and more crossover players are pouring into the color TV track. It is reported that Lenovo wants to "fight again" in the color TV market. Currently, information about new TVs has undergone 3C certification, and Lenovo TVs may make a full comeback.

At present, in the context of the incomplete recovery of the industry, the replacement of old and new technologies, and the increase in entrants, competition in the color TV industry is still fierce, and companies are looking for opportunities to "break through."

Color TV giant "bets" on new display technology

Color TV companies are betting on their own advantageous projects. In addition to expanding in the large-size field, they are also focusing on the upgrading of new display technologies. Foreign color TV brands such as Samsung, Sony, and LG mainly focus on the global market with OLED TVs; Hisense continues to iterate laser and ULED technologies, intending to develop in the high-end market and develop categories such as laser projection; TCL is "betting" on Mini LED TVs and giant screen TVs; Changhong is also investing in high-brush, Mini TVs in addition to 8K TVs. Layout in the LED field.

Overview's general manager Chen Hui told a reporter from Securities Daily that judging from the latest actions of color TV companies, they are focusing on new display technologies. The development trend of "a hundred flowers bloom" in the color TV industry has been formed.

China's color TV industry is in a stage of forward pressure and is in urgent need of new technologies to stimulate consumer demand. According to the omni-channel push data of AVC, the retail volume of China's color TV market in 2022 will be 36.34 million units, a year-on-year decrease of 5.2%, and the retail sales will be 112.3 billion yuan, a year-on-year decrease of 12.9%.

In this context, new display technologies such as Mini LED, 8K, laser, and OLED have emerged and continue to promote the development of the color TV industry.

In Chen Hui’s view, domestic TV manufacturers have a relatively mature layout in new technologies such as MiniLED and 8K. "Problems such as the serious homogeneity of LCD TVs have made color TV companies with low profits urgently need a more mature new technology as a selling point to enhance product value and profits. With the joint promotion of TCL, Xiaomi, Samsung, LG and other brands, it is expected that global MiniLED backlight TV shipments will exceed 6 million units this year. In the future, Mini LED and 8K will compete with OLED and QLED on the same stage, becoming the focus of the layout of many color TV giants. ”

How do color TV manufacturers break out?

It is worth noting that large sizes of 80 inches and above have become a key area for color TV brand layout. Color TV manufacturers are also accelerating the expansion of game TV, music TV and other subdivisions.

In the view of Sen Technology founder Hu Hongsen, the reason why color TV technology is flourishing is that domestic color TV companies are seeking to break through the market. Many color TV giants have relatively mature judgments on the future of large-screen displays. However, whether they focus on laser, OLED, Mini LED, or 8K technology,Still focusing on market segments, companies still need to differentiate their products.

Currently, the color TV industry is still in the recovery stage. According to data from the "Monthly Express Report on Brand Shipments in the Chinese TV Market" released by RUNTO, in February 2023, the shipments of branded complete sets in the Chinese TV market reached 2.41 million units, a year-on-year increase of 26.8% and a month-on-month decrease of 28.5%. At the same time, the homogeneity phenomenon in the color TV market still exists.

Hu Hongsen believes that judging from the current needs for industry transformation and upgrading, the domestic mature video industry chain provides sufficient conditions for the promotion and development of various technologies. Companies need to spend more time and research and development costs, and maintain an innovative spirit to stimulate market demand.

"The color TV industry is now deep in the stock market, how canUsing innovative products to stimulate demand for replacement has become a challenge facing the industry. At present, color TV companies can break through the situation in three aspects: First, the high-end display technology, integrating innovation in new display technologies such as 8K, QD-MiniLED, and ULED "Major General Ding, founder of Ding Technology, told a reporter from Securities Daily.