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The color TV industry has been on a challenging climb, but the past 11 Golden Weeks have provided a rare and powerful boost. For various brands and technologies in the market, this period serves as a crucial test of their market position and competitiveness. According to data collected during the recent Golden Week, Hisense, the leading brand in China’s color TV market, continues to maintain a strong and stable presence. Its ULED and laser TV models are setting the pace, while the OLED segment is gaining momentum, though it still lags behind ULED and LCD in overall market performance.
Looking at the key trends from the Golden Week, three major points stand out:
First, who dominates the 55-inch and above market? The 55-inch segment has long been the most popular size in the TV market, and its performance reflects a brand’s current strength and future positioning. According to Zhongkang data, Hisense leads in the 55-inch or larger category with a sales share of 16.31%, and it also tops the full-size market with 16.5% of retail sales. This shows that during the Golden Week, consumers continue to favor large-screen TVs, and Hisense remains the top choice for high-end models.
Second, which new technology is most appealing to consumers? With the rapid evolution of display tech, different brands are pushing various innovations. However, consumer behavior ultimately determines which technology will succeed. According to Excel monitoring data, Hisense’s ULED TVs sold 17,035 units during the Golden Week, generating 136 million yuan in revenue—a year-on-year increase of 71.5%. The average price of ULED TVs is around 8,000 yuan, making them both premium and accessible. In contrast, OLED TVs saw a sales increase of over 200%, but their base is still small. Sales volume reached 4,967 units, with revenue of 81.97 million yuan. While some brands like Skyworth, Changhong, and Philips reduced prices during the holiday, Sony’s OLED TVs remained at over 30,000 yuan. In the 55-inch market, ULED TV sales share was 6.06%, compared to just 2.18% for OLED, showing that ULED still holds a significant edge in the high-end segment.
Third, who leads the oversized market? The ultra-large TV segment (80 inches and above) is a true indicator of a brand's strategic strength. Hisense has long been ahead in this space, thanks to its early investment in laser TV technology. According to Yikang data, Hisense's laser TVs accounted for more than 30% of the 80-inch and above market, with a retail share of nearly 40%. In the 85-inch and above segment, Hisense's dominance is even greater, with a sales share of 52.7% and a retail share of 54.2%. This positions Hisense as the undisputed leader in the ultra-large TV market.
In conclusion, the Golden Week highlights the competitive landscape of the color TV industry, where innovation, technology, and market positioning determine success. Brands like Hisense, with their strong R&D capabilities and strategic product lines, are better positioned to thrive in an increasingly dynamic market. As the industry moves forward, companies must continue to invest in core technologies and meet consumer demand with quality and value.