Wenzhou Hesheng Electronic Co., Ltd. , https://www.heshengelec.com
Hisense "King fried combination" golden week prestige laser lonely seeking ULED high-end invincible
The color TV industry has been on a challenging climb, but the past 11 Golden Weeks have provided a rare and significant boost. For various color TV brands and technologies, this period serves as a crucial market test. According to monitoring data from China’s Golden Week periods, Hisense, the domestic TV leader, remains in a strong and stable position. Its ULED and laser TVs continue to dominate the market, while the OLED segment shows growing momentum, though it still lags behind ULED and LCD in overall market share.
Looking at the Golden Week market data, there are three key areas worth highlighting:
First, who is leading the 55-inch and above TV market? The 55-inch segment has long been the most popular size in recent years. It reflects a brand's current strength and plays a big role in shaping future competition patterns. According to Zhongkang data, Hisense leads this segment with a 16.31% sales share, while also ranking first in the full-size market with 16.5% retail sales. This suggests that during the Golden Week, consumers prefer high-end large TVs, and Hisense has become their top choice.
Second, what new technology is most appealing to consumers? While the TV industry has seen many display tech innovations, consumer behavior ultimately decides which technology will prevail. According to Excel China data, Hisense’s ULED TVs sold 17,035 units, generating 136 million yuan in revenue—a 71.5% year-on-year increase. With an average price of nearly 8,000 yuan, ULED TVs strike a balance between affordability and premium quality.
OLED TVs also saw growth, with 4,967 units sold and 81.97 million yuan in revenue, a more than 200% increase. However, the base for OLED TVs is still small, and price cuts during the Golden Week helped drive sales. Brands like Skyworth, Changhong, and Philips brought prices close to 10,000 yuan, while Sony’s OLED TVs remained over 30,000 yuan.
In the 55-inch market, OLED TVs had a 2.18% sales share, while ULED TVs reached 6.06%, meaning ULED outsold OLED by more than three times. This highlights that ULED remains more popular in the high-end market.
In the overall LCD market, the gap is even wider. During the Golden Week, OLED’s sales share was just 1%, and the annual total was only 0.5%. Although OLED saw growth compared to last year, it still pales in comparison to LCD’s dominance.
Third, who leads the ultra-large TV market? While the 55-inch and above market reflects a brand’s overall strength, the ultra-large market—over 80 inches—shows how well a brand is positioned for the future. Hisense has long held a dominant position in this segment due to its early investment in laser technology and independent R&D.
According to Yikang data, in the 80-inch and above market, Hisense’s laser TVs accounted for over 30% of the market, with a retail share of nearly 40%. In the 85-inch and above segment, the company’s lead is even stronger, with a sales share of 52.7% and a retail share of 54.2%, making it the undisputed market leader.
In short, the success of TV companies lies in building core competencies and having unique strengths—like Hisense’s “Wang-Fry†strategy—to thrive in a competitive environment.
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