Recently, market research agency Oviyun.com reported that affected by upstream impacts, operating difficulties, and reduced consumer demand, in the first half of 2021, the cumulative sales volume of China's color TV market was 17.81 million units, down 14.7% year-on-year.

Data Source:AVC Revo

On the other side of the overall situation of the color TV industry, high-end products are receiving more and more consumers' attention and acceptance: in the first half of 2021, China's color TV market sales were 59.4 billion yuan, a year-on-year increase of 15.1%, and the average price was 3,332 yuan, a year-on-year increase of 34.9%. With the development of the country's economy, the continuous improvement of national consumption level, and the continuous maturity of the color TV industry, the role of price in rising demand is gradually decreasing. How to enhance product value and tap consumer demand has become the consensus of the development of the TV industry, and the breakthrough and innovation of large-size, intelligent and healthy will further drive the high-end development of the color TV industry.

Large size: 65 inches as the mainstream size
Size is the most intuitive parameter relative to factors such as brand, product type or technology. In the past few years, affected by upstream resources and low prices, 55 inches have been the mainstream size of the color TV market, and with the improvement of consumers' quality of life, the demand for larger sizes and higher resolutions has increased significantly.

According to GfK data, the share of small and medium-sized TVs fell sharply during the 618 period, but the color TV market of 65 inches and above showed signs of substantial growth. Among them, the online share of 65-inch color TV 618 reached 24% during the period, an increase of 6.5% from January to May, and the share under 75-inch color wire reached 11.5%, an increase of 5% over the same period last year. GfK expects that 65 inches will surpass 55 inches this year to become the largest size, and 75 inches will become the next flashpoint.

Intelligence: Emphasize scenario-based and interactive attributes

Intelligence is also the main direction of color TV product upgrading. With the further improvement of high-speed communication infrastructure represented by 5G and wifi6, the number of home networks that can support networking devices will be greatly expanded, affected by the epidemic, home office and home education have become the new normal for people to work and study, and color TVs with interactive functions have become a new demand in the market.

Intelligence emphasizes scenarios and interactive experience, current TV manufacturers often through standard cameras, far-field voice functions and corresponding software to create intelligent network color TVs, but the root cause does not break through the limitations of sight, listening, and speaking, innovative experience, urgently need the blessing of touch technology, open home education, home office and other scene applications.

Health: anti-blue light, antibacterial
After the baptism of the epidemic, the health awareness of Chinese consumers has been further strengthened, and with the rapid awakening of people's health awareness, the main "healthy" home appliances have ushered in a large-scale demand outbreak. Under the background of the overall pressure operation of the home appliance market, antibacterial products have won the favor of more consumers, showing a more obvious growth trend, and color TVs as screen display products, eye protection function has attracted more attention. There is no doubt that the underlying function of color TVs in the future will accelerate the deduction around health scenarios.

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