In recent years, the size of televisions has become a significant topic of conversationA few years ago, a notable incident involved a figure from the Chinese entertainment industry, Wang Sicong, who made headlines after purchasing an extravagant 100-inch televisionThe eye-catching nature of this particular gadget, coupled with Wang's celebrity status, drew a considerable amount of public attentionThis television was so expansive that it couldn't fit in the elevator; installation crews had to rent a crane to lift it through the balconyThe total cost? Almost 500,000 RMB.

Fast forward a few years, and this massive screen is no longer a luxury for the richIt has increasingly trickled down into the homes of ordinary consumersRecent data from the AVC (Aowei Cloud Network) indicated that during the recently concluded Double Eleven shopping festival, sales of 100-inch televisions experienced a staggering year-on-year growth of 291.7%. This highlights a growing trend, as these massive screens now account for approximately 1.8% of the market share.

It's evident that the landscape has shifted

Once considered a niche product, the huge televisions are becoming more mainstream, especially with several brands offering models at the price point of 10,000 RMB or lessThis indicates that the age of the 100-inch television is upon us.

One might attribute the success of these large screens to a broader cultural shift towards consumption upgradesThe remarkable sales during the Double Eleven event may be a marketing phenomenon, but looking from a macro perspective, it suggests a significant evolution in the television industry's trajectoryThe market has transitioned from focusing solely on cost-effectiveness to embracing larger screens as a new measure of value.

The most recent report from Runto Technology revealed that in the third quarter of this year, the average price of color TVs in China reached 3,747 RMB, showcasing an 11.7% increase from the previous yearMore importantly, TVs priced over 4,000 RMB accounted for a whopping 42.7% of market share, reflecting a 6.4 percentage point growth

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This shift signifies that a sizable portion of consumers is ready to invest more for enhanced experiences.

Among the technological advancements, Mini LED televisions have emerged as the frontrunners, boasting an impressive 470% growth in sales compared to last yearThis rapid sales increase highlights the growing popularity of large screen televisions, confirming that the market is keen on these hefty displays.

Interestingly, the trend of increasing screen size is not newAVC's research shows that the average size of televisions in China has been on the rise for years, reaching 62.6 inches in the first quarter of this year aloneAs per the reports, the sale of 100-inch, 85-inch, and 98-inch televisions marks the fastest-growing segments within this year’s market, exhibiting year-on-year increases of 360.7%, 111.4%, and 35.6% respectivelyThe demand for large screens continues to surge, affirming the idea that the television industry is entering a new era characterized by larger displays.

The surging popularity of 100-inch televisions cannot solely be attributed to dwindling prices

It reflects a larger shift in consumer behavior and desires, particularly among younger audiences seeking premium experiencesA recent report revealed that over 40% of young consumers are now willing to spend money for happiness, deriving emotional value from their purchases.

Take, for instance, the habit of young women frequently visiting nail salons purely for the enjoyment of looking at their handsMeanwhile, young men often upgrade their gaming equipment to maximize their sensory experiencesSimilarly, the allure of watching films on a gigantic screen provides viewers with an immersive experience akin to theatrical screenings from the comfort of their own homes—an experience that once experienced, many feel reluctant to forgo.

The demand for large televisions has prompted manufacturers to invest significantly in research and development, addressing the technological challenges associated with producing larger screens

Notably, advances in Mini LED technology have consistently improved manufacturing processes, leading to a substantial price reduction of over 50% compared to two years ago.

Historically, only Samsung had large screen models available on the market, but now a wide array of companies such as Hisense, Skyworth, TCL, Xiaomi, Konka, and Changhong have released their iterations of 100-inch televisionsThe resultant accumulation of options not only enhances consumer choice but also cultivates market demand for giants, driving the push towards larger displays.

As the market evolves, the challenge now lies not merely in producing 100-inch TVs but in mastering the craft of delivering superior quality and user experienceManufacturers are currently entrenched in fierce competition, centering their efforts around enhancing both picture quality and overall usage experience.

From a technical standpoint, improving television quality primarily involves investing in backlighting, screen materials, and resolution expansions

As various companies differentiate themselves, some focus on specific areas of developmentFor instance, TCL prioritizes addressing brightness issues in Mini LED displays through its "Full-Area Halo Control Technology" and various partitioning methodsConversely, Skyworth is enhancing the viewing experience through innovations in anti-reflection technologies, and Changhong emphasizes increasing physical display resolution to showcase high-definition content like 4K and 8K.

In a groundbreaking move, TCL’s latest “All-Scene Partitioning” technology offers a holistic optical solution involving various components from light-emitting chips to lens technology, significantly enhancing video qualityBy integrating dynamic algorithms, this technology optimizes SDR signals to closely resemble HDR effects, ensuring that content streams appear richer in detail when displayed on TVs.

Hisense, too, is making strides with its development of AI picture quality enhancement capabilities supported by proprietary chips

This allows their television products to automatically detect and adjust backlight algorithms based on the ambient light conditions, offering superior viewing experiences.

Moreover, manufacturers are increasingly leveraging AI technology to elevate smart features in their productsFor instance, Longhong has developed a cloud AI platform capable of providing user-oriented servicesHisense has released an AI-powered smart assistant that operates across various domains such as entertainment and fitness, creating a broad range of intelligent aids accessible at the touch of a button.

In a quest for simplicity, TCL has structured its television operating systems to function similarly to mobile phones, facilitating usability for all age groupsThis initiative allows users to engage without having to learn complex navigation methods.

When analyzing the competitive landscape, it becomes clear that picture quality serves as the backbone for entering the market, while innovative AI enhancements are essential for creating a unique user proposition that distinguishes one brand from another.

As we herald the age of 100-inch televisions, we are simultaneously witnessing a transformative period for the Chinese television industry

Historically, large display technologies were scarce, often controlled by foreign brandsHowever, today, Chinese manufacturers are at the forefront of the global television innovation wave, establishing themselves within the domestic market and poised to expand worldwide.

In terms of technological advancement, the introduction of OLED displays once positioned Sony and Samsung as leaders in the high-end television categoryHowever, Chinese manufacturers like BOE have achieved notable breakthroughs in OLED technology while also successfully pioneering Mini LED pathwaysRecent reports indicate that Mini LED shipments have skyrocketed, overshadowing traditional OLED sales and further proving their growing market influence.

According to research data, Mini LED shipments surged by 68% year-on-year in the second quarter, while OLED televisions only saw a 21% increaseThis highlights Mini LED’s emerging prominence in the market

Notably, reports forecast that Mini LED television shipments could exceed OLED shipments for the first time this year.

China's television brands are consistently outperforming others, especially in larger formatsAccording to industry statistics, Hisense has captured noteworthy global market shares in the 100-inch segment, dominating nearly 63% of salesThis overwhelming control over the giant television market reflects China's broader ambition to follow the developmental trajectories seen in industries such as smartphones and automobilesBy establishing a firm foothold domestically, Chinese manufacturers aspire to elevate their brands through technological advancements and gain a significant international presence.

In a sense, the current surge in 100-inch television production marks a critical turning point, signifying the global ambitions of the Chinese television industry as it prepares for its "Age of Exploration."