In 2017, the color TV market entered a challenging phase, often referred to as an "ice age." Internet-based brands, once dominant, began to fade as the industry faced declining growth and increasing competition. By 2018, the question on everyone's mind was: how could companies break through this stagnation? What would be the key direction for the future of the color TV industry?
The market saw a significant slowdown, with sales dropping by more than 5% to 10% in some reports. The third quarter of 2017 marked a historic decline of nearly 13% compared to the previous year. Many traditional manufacturers and new entrants struggled financially, with most either experiencing losses or barely breaking even.
Four years earlier, traditional TV brands were struggling with low engagement and poor performance. However, internet-driven companies like LeTV and Xiaomi found an opportunity to innovate and attract younger consumers. Their smart TVs revitalized the market, boosting TV usage and proving that digital integration could drive growth. It’s fair to say that these internet brands helped guide traditional manufacturers toward a more tech-forward future.
From their emergence to rapid success, internet TVs grew quickly. By 2015, the number of internet TV brands had reached nearly 20, matching the number of traditional brands. In 2016, the color TV market surpassed 50 million units in sales. But by 2017, the landscape shifted dramatically. Companies like LeTV faced major challenges, including financial instability, capital shortages, and operational difficulties. Most internet TV brands eventually failed to sustain their momentum.
According to Lu Jianbo, Deputy Secretary General of the China Electronics Chamber of Commerce, while internet TV brands initially gained an edge through content and marketing, they lacked strong hardware capabilities. Without solid production models and sustained investment, many struggled to remain competitive. As the market evolved, those without real technological strength found themselves lost in a rapidly changing environment.
So, how could the industry break out of this ice age? Experts believe that brand value, personalization, and high-end innovation will play crucial roles. The future of the TV industry is likely to be shaped by three main factors.
First, **technological innovation** remains at the core of the color TV industry. As consumer expectations evolve, the ability to innovate in display technology, audio systems, and smart features becomes essential. According to Lu Jianbo, even though some internet brands have declined, the competition around emerging technologies will continue to drive the market forward. Companies must focus on refining existing technologies while investing in new ones to stay ahead.
Second, **upgrading high-end product structures** is becoming a key trend. With the rising middle class in China, more consumers are prioritizing quality over price. Products priced above 6,000 yuan saw increased sales in 2017, with larger screens (over 65 inches) gaining popularity. This shift suggests that the market is moving toward premium, feature-rich TVs that offer more than just basic functionality.
Third, **building a smart home ecosystem** is the next big challenge. Smart TVs are no longer just entertainment devices; they are becoming central hubs for connected living. By 2020, it’s expected that over 280 million smart TVs will be in use, making up nearly 60% of the market. Companies are now focusing on integrating AI, voice control, and IoT capabilities into their products, aiming to turn the TV into the nerve center of the smart home.
Industry leaders like Chang Dong from Konka emphasize that the future of TV lies in its role as an intelligent gateway. Whether users will spend more time on smart TVs remains to be seen, but the opportunities in this evolving market are clear. While the path may be tough, the potential for growth and transformation is undeniable.
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