In the current era of market saturation, the Chinese television industry is undergoing a profound structural transformation. This transformation is not only reflected in technological advancements but also in product structure optimization. Structural upgrades have become the dominant theme in the development of China’s television market. Three major trends currently shaping the industry are: enhanced picture quality, the integration of large screen sizes with artistic design, and AI-driven intelligent televisions.
Trend 1: Picture Quality Enhancement – Mini LED Technology Transforms Viewing Experience
The pursuit of better picture quality has always been a cornerstone of the television industry, driving continuous progress and innovation. With consumers’ increasing expectations for image clarity, color accuracy, and brightness, TV manufacturers face both unprecedented challenges and opportunities, necessitating innovation to meet diverse demands. Mini LED technology, as an evolution of LCD technology, is gradually becoming a key development direction in the television industry. According to data from AVC (Aowei Cloud Network), Mini LED TVs accounted for 8.6% of retail volume share in China’s TV market in the first half of 2024, a 5.7 percentage point increase from last year. Retail value share also rose by 10.1 percentage points to 19.9%. During the National Day sales period, Mini LED technology became a major growth driver in China’s new technology TV market. Online sales of Mini LED TVs reached a share of 28.9%, a 26.4% increase from the previous year, while offline sales stood at 27.4%, reflecting a 20.2% year-on-year growth. These statistics illustrate Mini LED technology‘s rapid expansion as it enters a stage of mass adoption.
Mini LED technology offers numerous advantages over traditional LED backlight systems, including higher contrast, brighter images, better color reproduction, longer lifespan, and lower power consumption. Compared to OLED, Mini LED’s localized dimming technology achieves high brightness, dynamic contrast, high resolution, and wide color gamut. It also offers superior cost-effectiveness and longevity, making it a popular choice for consumers seeking both performance and value.
For example, Konka‘s latest release, the Mini AI-LED R8s TV, utilizes 1920 local dimming zones to precisely control the brightness and contrast, ensuring exceptional picture quality. This TV can reproduce more detailed light and dark contrasts, providing a realistic, immersive experience. Additionally, the R8s TV features innovative Super Lamp technology, which enhances light flux while reducing halo effects, resulting in better visual performance.
Trend 2: Large Screen Art – Big Screen Televisions Shape Home Aesthetics
As the television market becomes saturated, a major opportunity arises for upgrading to larger screens. Rising living standards and growing demand for high-quality entertainment have accelerated the trend toward larger televisions. This trend not only reflects consumers’ desire for an enhanced viewing experience but also demonstrates continuous innovations in TV technology. Data from AVC reveals that in the first half of 2024, the retail share of large screen TVs (75 inches and above) grew significantly. The 75-inch TV segment now holds 22.4% of retail sales volume, a 4.4 percentage point increase from last year. Moreover, the average screen size in the TV market has reached 62.6 inches, officially ushering in the era of large-screen televisions.
Sales during the National Day holiday further showcased the growing demand for larger screens. The 85-inch TV category saw impressive growth, with online sales reaching 13.0%, a 6.7% increase from the previous year, while offline sales reached 17.8%, a 7.5% rise. The 75-inch TV segment led the market with an online sales share of 24.8% and offline sales share of 30.4%, both showing significant growth.
With the demand for high-quality visual experiences intensifying, the trend toward larger screens will only accelerate. TV brands are fiercely competing to capture this market, using technological innovation and pricing strategies to differentiate themselves. Notably, televisions are increasingly becoming a centerpiece in home design, transitioning from a mere appliance to an art form. Traditional bulky TVs no longer meet modern aesthetic preferences, being replaced by sleeker, more stylish models that complement the home decor.
An example of this trend is the Konka R8s, which is designed as a wall-mounted art piece. With its 85-inch display and sleek, flat-panel design, it merges high-quality visual performance with home aesthetic, making it a perfect fit for various living spaces.
Trend 3: AI-driven Intelligent Televisions – Upgrading User Experience through Smart Interaction
AI technology has emerged as one of the hottest technology trends of 2024, with generative AI and large models driving the evolution of display technology. TV brands are leveraging AI-driven intelligent televisions to enhance user interaction and elevate the viewing experience. Hisense, TCL, Konka, and other major manufacturers have all introduced AI innovations. Hisense unveiled its self-developed Xinghai AI model alongside the ULEDX AI-enhanced picture quality platform. TCL integrated the TSR independent picture quality chip with its AI-driven models. Konka introduced the AI ERA human-sensing model, which uses AI chips and lightweight cloud-based models to enhance picture, sound, and voice interactions in real time.
AI applications in television enhance the user experience in several ways. For instance, AI-powered scene recognition can automatically adjust picture and sound settings, providing personalized content recommendations. Many TV brands are now incorporating AI-based image processing technology to elevate color accuracy, dynamic range, and overall picture quality.
The Konka R8s TV serves as a prime example of deep AI integration. Powered by the AI ERA human-sensing model, the R8s TV offers a smart, interactive experience that can assist with various tasks, such as creative work, learning, fitness guidance, and even health consultations. It also supports AI-driven image and picture quality engines, which intelligently adjust parameters in real-time based on user perception. These engines feature advanced AI algorithms, such as AI super-resolution, AI high-speed clarity enhancement, and AI local detail enhancement, offering an unparalleled visual experience.
As technology advances and consumer demands continue to rise, the television industry is entering a new stage of development, filled with both unprecedented challenges and opportunities. The evolution of TV technology has always been the key to driving industry transformation, and each new innovation becomes a critical competitive advantage for brands.
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