Dongguan City Yuanyue Electronics Co.Ltd , https://www.yyeconn.com
In 2017, the color TV industry showed a mix of challenges and progress. While competition remained intense, the integration of new technologies and cross-industry collaboration opened up exciting possibilities for future growth. The year was marked by both stability and turbulence, with companies adapting to shifting market conditions.
According to the 2017 China TV Consumption and 2018 Trend Forecast Report from the China Electronic Chamber of Commerce, the Chinese TV market was expected to sell around 48 million units in 2017. Although sales volume remained similar to the previous year, the industry faced significant challenges. Rising LCD panel prices since early 2016 put pressure on manufacturers, while weak domestic demand led to declining profits and shipments during the first half of the year.
However, the second quarter brought some relief as panel prices eased. This allowed domestic TV companies to see an increase in shipments, especially in the second half of the year. Analysts predicted continued growth before the Lunar New Year, driven by improved pricing and consumer demand.
Chang Dong, President of Konka Multimedia Industry Division, emphasized that despite fierce competition, investing in R&D and brand premium could still lead to strong growth. Konka’s sales revenue rose by 2.5% in the first half of 2017, even as the overall industry declined. The company invested heavily in innovation, including the construction of the Guangming R&D Center and the launch of its custom wallpaper TV.
Meanwhile, the once-hot internet TV segment began to shrink due to limited manufacturing capabilities and supply chain issues. This trend is likely to continue in the coming years as the market becomes more competitive.
Looking ahead, consumers are increasingly interested in large-size, ultra-thin, curved, and 4K TVs. According to Lu Jiebo of the China Electronic Chamber of Commerce, demand for high-end, personalized TVs is growing. In 2018, the focus will remain on large-screen, high-end models, with emerging technologies like OLED, quantum dots, AI, and laser TVs driving further expansion.
Sony's Chen Hao noted that the 55-inch and larger market saw significant growth in 2017, with a clear shift toward high-end products. Chang Dong also highlighted OLED, 8K, and AI as key trends for the future, with many companies accelerating their investments in these areas.
Cross-border integration also gained momentum in 2017, with telecom companies, e-commerce platforms, and TV manufacturers collaborating closely. This blurring of online and offline boundaries is expected to continue in 2018.
As competition intensified, leading TV companies focused on transformation and diversification. Konka accelerated its “four modernizations,†including high-end development, business capitalization, factory park upgrades, and technology integration. The company also expanded into smart homes and AI, aiming to become more than just a TV manufacturer.
Skyworth took a similar approach, entering the LCD panel and automotive industries, while also developing core components for smart devices. Meanwhile, companies like Xiaomi, TCL, and Changhong launched AI-powered TVs, signaling a shift toward smart home ecosystems.
Jingdong is building an AI-driven smart home through big data, while BOE has evolved from a display manufacturer to an IoT company, offering solutions for smart homes and healthcare. Wang Dongsheng emphasized that AI and IoT integration will create new opportunities across multiple industries.
Chang Dong of Konka believes that smart TVs will become the control center of future smart homes. Voice interaction and IoT integration are key strategies for turning TVs into central hubs. As the industry evolves, the smart home entrance will be a critical battleground for TV companies in the years to come.