In the first half of 2017, the color TV industry faced a challenging period, often referred to as an "unprecedented winter." According to official data, domestic retail sales of color TVs dropped by 7.3% year-on-year, reaching 21.81 million units in the first half of the year. Amid this downturn, TV companies focused on innovation and consumer needs, striving to build high-end and differentiated brand images to escape the cycle of price wars. As the industry weathered this difficult phase, it eventually found its way back to growth. The integration of cutting-edge technologies such as the Internet of Things, big data, and artificial intelligence has opened up new market opportunities, leading to the development of promising products.
**AWE 2018: A New Era for TV Innovation**
AWE, one of the world's three major home appliance exhibitions alongside IFA and CES, is set to take place in Shanghai. This event brings together companies from across the entire home appliance supply chain, serving as a key platform for global industry exchange and collaboration. With an expanded scale, AWE 2018 is expected to feature over 10 exhibition halls and attract more than 250,000 visitors.
**Major TV Brands Enter a New Competition**
While past AWE events were dominated by white goods, the evolving market has made TV-based black appliances a highlight. OLED, Micro LED, QLED, 8K, and HDR technologies are now at the forefront, with major manufacturers set to showcase their latest innovations. This competition is driving continuous technological advancement and pushing the industry forward.
**TV Products Take Center Stage at AWE**
More and more companies are choosing AWE as the venue to unveil their flagship products. In 2017, nearly 100 conferences were held, and this trend is expected to continue in 2018. Over a dozen brands have already confirmed their participation in the TV category. As we approach the event, we're looking ahead to what these top brands might reveal.
**Domestic Brands Compete Strongly**
In 2017, consumers gained greater awareness of new display technologies, and the TV industry returned to a development path centered around these innovations. Those who master core technologies will shape the future of the industry. This competition is accelerating the evolution of technology, and the new products launched by major manufacturers will focus on picture quality.
**Sony: A8F OLED Takes the Spotlight**
At CES earlier this year, Sony introduced the A8F OLED TV and the X9000F LCD series. The X9000F has already been released in China, with detailed reviews praising its exceptional image quality. At AWE 2018, Sony is expected to highlight the A8F OLED TV, offering Chinese consumers a chance to experience it up close.
**Sony’s A8F OLED: A Must-See at AWE 2018**
The A8F series features Sony’s advanced X1 chip and unique screen sound technology. Available in 55-inch and 65-inch models, it also adopts a traditional base design, signaling a move toward broader consumer appeal. This product is definitely worth watching.
**Sharp: Leading the 8K Revolution**
Sharp unveiled the world’s first consumer-grade 8K TV last September, highlighting its commitment to 8K technology. While 4K remains popular, 8K offers a glimpse into the future. Sharp aims to become the “father of the 8K ecosystem,†exploring applications in eight different areas, including work, education, entertainment, and health.
**Sharp’s 8K TV: More Accessible Than Ever**
At AWE 2018, Sharp is expected to launch a more user-friendly 8K TV, making the technology more accessible. As a key display device, TV plays a vital role in promoting 8K adoption. Sharp’s comprehensive strategy shows its readiness to lead the next era of television.
**Hisense: High-End Innovation and World Cup Customization**
Hisense has established itself as a leader in the TV market, with its U9 TV introducing groundbreaking 1000-zone backlight technology. At AWE 2018, Hisense is expected to release a more mainstream model, possibly the U series, along with a customized World Cup edition. The company is also focusing on enhancing picture quality and motion handling.
**Hisense: Aiming for the Mass Market**
Hisense’s upcoming products aim to bring advanced technology to a wider audience while maintaining its high-end reputation. With the 2018 World Cup approaching, expect some exciting, themed models from this Chinese giant.
**TCL: Expanding Its High-End Portfolio**
TCL has made a strong presence in the U.S. market, ranking among the top three in TV sales. At AWE 2018, TCL plans to upgrade its three main series—X, C, and P—each targeting different segments. The X series will focus on premium visuals, while the C and P series will enhance both picture and sound quality.
**TCL’s Full Upgrade: Aiming for All Consumers**
With a diverse lineup, TCL continues to cater to various consumer needs. This strategic approach has helped the brand maintain its success in the competitive TV market.
**Conclusion: The Future of TV is Bright**
As the economy shifts toward consumption-driven growth, the concept of “consumption upgrade†has become a major trend in the TV market. The continuous transformation of the color TV industry aligns with the rise of information consumption, accelerating the development of new display technologies. At AWE 2018, OLED, quantum dots, HDR, and AI are set to shine, marking a new era of innovation and growth.
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