In 2017, the TV market faced a tough season. Sales dropped, costs rose, and profits shrank, leading to an unexpected "winter" that lasted for a decade. The year 2018 began with fierce competition, often referred to as an "icebreaking" phase. However, the structure of China’s color TV market remained stable. Domestic brands continued to hold a significant share, while some international players also showed improvement.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, noted that the industry experienced a "winter" in 2017, but this intense competition pushed companies to accelerate technological innovation and restructure the industry. This process is essential for long-term development and growth within the color TV sector.
Quality has always been at the heart of television manufacturing. With the rise of 4K, 8K is now an inevitable trend. Liquid crystal display (LCD) technology, after decades of refinement, has built a mature and complete industrial chain. From production processes to raw materials, it remains highly developed—something newer display technologies still lack. In 2017, global LCD TV shipments reached approximately 173 million units, while OLED TVs were expected to sell between 1.6 and 1.7 million units.
Sharp, recently acquired by Foxconn, launched its first consumer-grade 8K TV model, the LCD-70SX970A, in 2017. It features advanced image quality technologies such as new color gamut and cadmium-free coloring. Its Huangcai technology provides 216 independent light control zones and achieves a peak brightness of 1,000 nits—something most LCD TVs cannot match. This innovation reflects Sharp's long-term investment in quality technology.
Additionally, Sharp has invested heavily in the 8K field, building an 8K display eco-industrial park in Zengcheng, Guangdong, with a budget of 6.1 billion RMB. This initiative helps bring 8K from concept to reality, promoting high-end consumption and industry upgrades. The LCD-70SX970A even won the Red Top Award at the 9th China High-end Consumer Home Furnishing Trends event.
According to Yuan Xuezhi, chief marketing officer of Foxconn Technology Group, the development of 8K is inevitable. With major events like the 2020 Tokyo Olympics and 2022 Beijing Winter Olympics, 8K will gain momentum in sports, entertainment, and healthcare. It is not just a technical advancement but also a natural evolution of high-resolution LCDs and a key direction for premium markets.
Beyond 8K, artificial intelligence (AI) has become a central focus in the TV industry. In 2017, AI-driven TVs became a major trend, with brands like Changhong, TCL, Xiaomi, and others launching AI-enabled models. Changhong introduced the Q5K, featuring voice-print recognition and entering the AI 3.0 era. The company has been investing in AI research since 2012, developing speech recognition chips, big data applications, and machine vision technologies.
Changhong also partnered with IBM to establish the Big Data Competitiveness Analysis Center in Greater China, further strengthening its position in the home appliance industry. Industry experts note that Changhong was among the first to introduce AI TVs, accelerating the adoption of AI in home appliances.
By 2017, many traditional and internet-based brands had entered the AI TV market, creating a vibrant and competitive landscape. While AI is still in its early stages, its potential is vast, and it is expected to continue growing in 2018.
Marketing strategies have also evolved, with cross-border collaborations becoming a powerful tool. Internet TV platforms like Micro Whale have pioneered innovative campaigns, partnering with variety shows, e-commerce platforms, and even beverage giants like Budweiser and Sprite. These efforts enhance brand visibility and create unique consumer experiences.
Traditional manufacturers like Hisense have also embraced cross-border marketing, securing sponsorships for major sporting events such as the FIFA World Cup and NASCAR. Konka, Skyworth, and TCL have similarly engaged in cross-border partnerships, including football and basketball sponsorships.
Cross-border marketing allows brands to break free from conventional models, integrating unrelated elements to build deeper brand associations. This strategy not only enhances brand value but also strengthens market presence.
In summary, 2017 was a challenging yet transformative year for the color TV industry. It marked a new chapter filled with both opportunities and obstacles. As 2018 unfolded, the market entered a full-scale "icebreaking" phase, with the promise of regaining its former glory on the horizon.
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