On July 18, under the guidance of the Ministry of Industry and Information Technology, the 2017 China Smart Display and Innovation Application Industry Conference, co-hosted by the China Electronics Industry Association and AVC, was successfully held in Beijing. This significant event in the television industry invited several heavyweight guests to discuss the current state and future trends of the color TV industry. For the color TV sector in the midst of transformation, particularly in the second half of the year, this conference holds immense importance in guiding industry development.
At the meeting, an expert review committee comprising officials from the Ministry of Industry and Information Technology, representatives from the China Electronics Video Industry Association, third-party testing organizations, and market data analysts evaluated new products, technologies, and applications introduced to the market in 2017. They highlighted innovations across design and application. Among the honorees, TCL's QLED TV Quantum Dot TV X3 and C2 Theatre TV both received the "2017 Innovative Products" award.
In the first half of 2017, the color TV market experienced a general downturn, a trend anticipated by industry experts. However, despite this, the market still showed resilience. According to AVIYUN's "2017 China TV Market Semi-Annual Summary Report," domestic color TV retail volume in the first half of 2017 was 21.81 million units, down 7.3% year-on-year, yet retail sales reached 74 billion yuan, up 4.3%.
The structural upgrade of consumers driven by the new normal of economic development presents both challenges and opportunities for the color TV industry. With the rise of the young middle-class consumer group, TVs are regaining their role as the central hub of home entertainment, driving the industry toward quality consumption. The concept of the "new retail" model, when implemented, encourages manufacturers to focus on product quality and consumer experience.
Under these changing conditions, the Chinese color TV industry, after facing challenges in the first half of the year, needs to regroup and follow the mainstream trend. The path to profitability lies in high-end products. The decline in TV volume indicates a shift in consumer preference toward premium and large-screen TVs, reflecting the success of the industry's forward-thinking strategies in the high-end market.
Looking at the first half of 2017, under the dual strategies of "Dual+" and "Internationalization," TCL, leveraging its full-industry-chain vertical integration, seized development opportunities. This year, they launched a range of mid-to-high-end products including the XESS series X2/X3 color quantum dot TV, C2 theatre TV, and P3 Gold Curved TV series, catering to various consumer demands.
Notably, the XESS X3 series of primary quantum dot TVs, launched this year, has been highly praised by industry associations for its innovative design. With the maturation of quantum dot technology, 2017 marks the beginning of its rapid growth. As a leader in quantum dot technology, TCL is actively promoting its application within the industry. The XESS X2/X3 series boasts the "high, pure, long" advantages, satisfying core consumer demands for TV quality. Additionally, TCL’s latest TV models are equipped with artificial intelligence systems, allowing users to perform real-time intelligent voice searches with ease and efficiency.
Currently, the domestic color TV market is transitioning to a saturated state, but the overseas market still holds vast potential. The influence of Chinese independent brands is growing globally, making the overall industry competitiveness significantly higher than the global average. This shift positions Chinese brands among the global high-end market players, creating a new round of competition.
TCL, as the pioneer of internationalization among Chinese companies, began exploring overseas markets in 1999 and has since taken the lead. Through high-quality products and personalized service experiences, TCL has successfully entered challenging global markets like North America. In 2017, TCL was recognized as the fastest-growing TV brand in the U.S. market for three consecutive years. Their market share in the first quarter reached 13%, highlighting their prominence. Furthermore, TCL’s global business structure and extensive sales channels support their international ambitions. Beyond market expansion, TCL engages in sponsorships such as the Ellen Show, NBA, and Rose Bowl to enhance brand awareness and trust globally. In 2016, TCL shipped over 20 million TVs worldwide, with overseas revenues accounting for nearly half of their total revenue, marking their status as a true global player.
AVIYUN predicts that TV panel prices will stabilize in the second half of 2017 and are expected to drop in the fourth quarter. The performance of the Chinese color TV market is expected to improve in the second half, continuing the trend toward high-end, large-screen, and intelligent TVs. Domestic companies should focus on user experience internally and adopt high-end, quality, and differentiated strategies to reverse market trends. Externally, they must adopt a stable and international approach, achieving sustainable growth through innovation.
For smart TV and box enthusiasts, websites like Smart TV Information Network Sofa Butler (http://) offer valuable resources, providing updates on TV boxes, smart TVs, and related software.
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