In Q3 2024, the overall sales of smart TVs in China’s online market showed a downward trend. However, Mini LED-backlit TVs have emerged as an exception, recording an impressive year-on-year sales growth of over 640%. What’s even more remarkable is that the market share of Mini LED-backlit TVs in the online market has surged from 1.6% last year to 13.4% this year. What factors are behind this remarkable shift?
Market Analysis of Mini LED TVs
Market research organizations have delved deep into the reasons behind this surge. As consumers’ expectations for TV picture quality and brightness continue to rise, OLED TVs, while exceptional, face challenges such as high prices and lifespan limitations that hinder widespread adoption. In contrast, Mini LED-backlit TVs offer picture quality far superior to conventional LCDs, a longer lifespan than OLEDs, and a more affordable price, which has quickly won consumers over.
A Closer Look at the “Mini LED TV” Label
However, it’s worth noting that the term “Mini LED TV” is not entirely accurate. A more precise description would be “LCD TV with Mini LED backlight modules,” to distinguish it clearly from traditional LCD TVs. This distinction is important because many TV brands are heavily promoting the “number of zones” and “peak brightness” of Mini LED-backlit TVs, suggesting that more zones and higher brightness automatically equate to better quality. In reality, this marketing approach often overlooks the critical role the LCD panel plays in determining the color and contrast performance of Mini LED-backlit TVs.
BOE’s Challenge to OLED with ADS Pro Panel
Against this backdrop, BOE has prominently showcased its ADS Pro panel technology, aiming to challenge OLED’s dominant position in the market. During a visit to San Yi Life, we had the opportunity to closely examine BOE’s latest-generation ADS Pro panel. This advanced LCD technology, similar to IPS but with proprietary enhancements from BOE, offers superior black levels, higher peak brightness, and top-tier color accuracy at wide viewing angles. Compared to VA panels, ADS Pro delivers exceptional black performance and contrast, along with wide viewing angle benefits, ensuring an outstanding visual experience.
The UB Cell 3.0 Display Solution
Moreover, the latest pixel structure optimization, anti-reflection surface treatment, and AI-driven pixel technology in BOE’s UB Cell 3.0 display solution can reduce screen surface reflectivity to less than 0.7%, achieving an impressive 1400:1 environmental contrast ratio, even outperforming ordinary OLED panels. When combined with Mini LED backlighting, this technology can deliver premium picture quality at a more affordable price for large and mid-size TVs.
The Emergence of High-End Chinese TV Brands
During our visit, we also witnessed several top-tier Chinese TV models based on BOE ADS Pro panels + Mini LED backlighting. These models, ranging from 98 inches to even 110 inches, are equipped with ultra-large pedestal speakers and over 5000 Mini LED zones, yet are priced only a fraction of international OLED TVs. Third-party analysis suggests that domestic tech leaders like BOE are driving innovation and upgrading TV technologies, providing consumers with tangible value. With their technological innovations and cost advantages, Chinese TV brands are gradually breaking the monopoly of international brands in the high-end market, offering more diverse choices to consumers.
Looking Ahead: The Future of Domestic TV Brands
As technology continues to advance and the market matures, domestic TV brands are expected to show even greater competitiveness in the global market.
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