On December 18, 2017, the 13th China Flat-panel TV Industry Conference, organized by the China Electronics Chamber of Commerce (CECC) and the China Electronics Standardization Institute (CESI), took place in Beijing. The newly released “2017 China TV Consumption and 2018 Trend Forecast Report†revealed that the sales volume of color TVs in the Chinese market reached approximately 48 million units in 2017, remaining relatively stable compared to 2016. However, one significant trend was the sharp increase in the market share of AI-enabled TVs, which rose by 80% year-on-year. This indicated that artificial intelligence is set to become a standard feature in color TVs in 2018.
The report also highlighted growing competition in the industry, driven by demand for more advanced and differentiated products. In 2017, supply chain pressures from upstream panel shortages created challenges for downstream manufacturers, leading to increased costs and price fluctuations. As a result, many companies found themselves caught between rising production costs and falling consumer demand, which significantly impacted their profitability. According to data, the first half of 2017 saw a 10.8% decline in color TV shipments compared to the previous year.
Despite this, the second half of 2017 showed some signs of recovery, with overall sales stabilizing and the market gradually returning to normal. New technologies such as OLED, quantum dot, laser TVs, and AI were at the center of intense competition. Brands like LG, Sony, TCL, and Hisense made significant moves in the OLED and quantum dot segments, while laser TVs emerged as a promising new category. Companies like Hisense, Changhong, BenQ, and Miji began focusing on large-screen, high-end laser TVs, signaling a shift toward premium product lines.
According to Lu Jiebo, Deputy Secretary-General of CECC, the main theme of 2017 was the upgrade of the TV market and structural adjustment. Consumers increasingly demanded larger, higher-end, and more personalized TVs. The report emphasized that display technology innovation remained the core driver of the industry, with high-end product upgrades becoming a key profit driver.
Laser TVs, in particular, gained traction in 2017, with sales of laser projection TVs rising by 235% in the first half of the year. Hisense, a leader in the field, launched several ultra-large laser TVs, including models up to 150 inches. Other brands like Changhong and BenQ also entered the laser TV market, signaling its growing importance.
Artificial intelligence continued to play a major role in shaping the future of smart TVs. The Ministry of Industry and Information Technology’s three-year plan for AI development further supported the integration of AI into the TV industry. JD.com reported a 133% increase in AI TV SKUs between July 2016 and December 2017, showing strong consumer interest. Companies like Changhong, Haier, Lenovo, and Samsung introduced AI-powered TVs with features such as voice control, voiceprint recognition, and intelligent assistants.
While AI TVs are expected to grow rapidly, the report noted that the technology is still in its early stages, with room for improvement and future potential. Lu Renbo pointed out that 2017 was a challenging year for the Chinese TV industry, but it also spurred innovation and restructuring. Technological advancement and improved service mechanisms will be crucial for long-term growth.
As the industry moves forward, smart TVs and AI integration are set to define the next phase of development. With continued investment in R&D and a focus on high-end services, the Chinese flat-panel TV market is well-positioned for future success.
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