On July 18th, under the guidance of the Ministry of Industry and Information Technology, the Electronics Information Office of the Ministry of Industry and Information Technology, along with the China Electronics Industry Association and AVC, co-hosted the "2017 China Smart Display and Innovation Application Industry Conference" in Beijing. This semi-annual color TV research conference, an essential event within the television industry, gathered several heavyweight participants to discuss the current state and future trends of the color TV sector. For the evolving color TV industry, especially in the second half of the year, this conference holds immense significance.
The meeting featured an expert evaluation committee comprising specialists from the Ministry of Industry and Information Technology, the China Electronics Video Industry Association, third-party authoritative testing institutions, and market data analysis experts. They reviewed and commended new products, technologies, and applications that emerged in the market since 2017. Among these, TCL's QLED TV Quantum Dot TV X3 and C2 Theatre TV were both recognized as "2017 Innovative Products."
In the first half of 2017, the overall decline in the color TV market was an anticipated challenge. Despite this, according to AVIYUN’s "2017 China TV Market Semi-Annual Summary Report," China’s domestic color TV retail volume reached 21.81 million units, marking a 7.3% year-on-year decrease, while retail sales amounted to 74 billion yuan, showing a 4.3% year-on-year increase.
The shift in consumer demographics driven by economic development has posed both challenges and opportunities for the color TV industry. The rise of the younger middle-class consumer segment has led TV to regain its role as the central hub of home entertainment, with a focus on quality-driven consumption steering the industry's direction. The concept of the "new retail" model has also prompted manufacturers to rethink their strategies, emphasizing product quality and consumer experiences.
Amidst the accelerating transformation of consumption patterns, the changing purchasing mindset of the middle class, and the rapid rise of the new retail model, the Chinese color TV industry, having weathered the first half of the year, is poised for a resurgence. Adopting high-end products is seen as the correct path for profitability in the second half of the year. The decline in TV sales volumes suggests a growing consumer preference for premium and large-screen TVs, validating the industry's strategic focus on the high-end market.
Looking back at the first half of 2017, under the dual strategies of the "Double+ Strategy" and "Internationalization Strategy," TCL, leveraging its full-industry-chain advantage, seized development opportunities and achieved a comprehensive product lineup. High-end and mid-range products like the XESS series X2/X3 color quantum dot TVs, C2 theatre TVs, and P3 gold curved TV series were introduced to cater to various consumer preferences, aiming to offer the best products and services to meet the new era of consumer upgrades in China.
Particularly noteworthy is the XESS X3 series of primary quantum dot TVs launched this year, which received high praise from industry associations for identifying new products. With the maturation of quantum dot technology, 2017 marks the beginning of its rapid growth. As the leading brand in quantum dot technology, TCL actively promotes its industrial application. The XESS X2/X3 color quantum dot TVs boast the "high, pure, long" advantages, significantly meeting consumers' core quality demands. Regarding the popular topic of artificial intelligence, TCL's latest TV models are equipped with AI systems capable of performing real-time intelligent voice searches, offering simplicity, efficiency, and ease of use.
Currently, the domestic color TV market is transitioning into a saturated phase, while overseas markets still hold significant potential. Independent Chinese brands are gaining traction both domestically and internationally, showcasing a competitive edge far above the global average. This signals a new round of reshuffling in the global color TV market due to the rise of Chinese brands. Nevertheless, Chinese enterprises demonstrate immense potential, not only striving for excellence but also strengthening the value and influence of independent brands globally.
As the first Chinese company to embark on internationalization, TCL began exploring overseas markets in 1999 and now holds a leading position. With high-quality products and personalized services, TCL has successfully entered challenging global markets like North America. In 2017, TCL was named the fastest-growing TV brand in the U.S. market for three consecutive years by local media, accounting for 13% of North American market share in the first quarter. TCL’s global business structure and sales network continue to expand, and beyond market expansion, TCL engages in activities like sponsoring the Ellen Show, NBA, and Rose Bowl to enhance brand awareness and trust overseas, elevating its global reputation. In 2016, TCL shipped over 20 million TVs worldwide, with overseas revenues accounting for nearly half of total revenue, establishing itself as a truly global company. Adhering to the development trend of the times, TCL's strategic layout at home and abroad has yielded impressive results and shows robust growth momentum.
AVIYUN predicts that TV panel prices will stabilize in the second half of 2017 and may begin to drop in the fourth quarter. The performance of the Chinese color TV market in the second half of the year is expected to improve compared to the first half, maintaining the trend toward high-end, large-screen, and intelligent TVs. Domestic color TV companies should focus on improving user experiences internally while reversing market declines through high-end, quality, and differentiated offerings. Externally, they should adopt a steady and international approach, driving innovation for sustainable growth.
For more information on smart TVs and boxes, visit Smart TV Information Network Sofa Butler (http://), a prominent Chinese website for TV boxes and smart TVs, offering resources, communication platforms, TV box and smart TV software, and answering related queries.
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