In 2017, the color TV market was highly competitive, and it faced an unprecedented "cold period." The traditional sales model that relied on concepts and low prices had already saturated the lower-end segment. As consumer demand shifted toward mid-to-high-end products, this segment became the main battleground for TV manufacturers.
Today’s mid-to-high-end TV market is no longer dominated by Japanese and Korean giants like Sony and Samsung. Chinese brands, especially Hisense, have risen significantly, boosting China's position in the global TV industry. Notably, Hisense has even surpassed Sony in some aspects, sparking discussions about its growing influence.
Hisense is now the world's largest TV brand and leads in the high-end market. As people's living standards improve, consumers are no longer just looking for cost-effective options—they're seeking better quality, design, and larger screens. Large-screen TVs have become a trend, and they are now a standard in the high-end market.
According to IHS data from 2017, Hisense had an average screen size of 46.9 inches in the large-screen TV segment, ranking first globally. In the 4K ultra HD market, Hisense ranked third with 7.9% of shipments, while Sony came in sixth with 5.8%. This shows that Hisense has made significant progress in the international high-end TV market, marking a major step forward for Chinese brands.
In the era of CRT technology, Sony dominated due to its upstream resources and strong core technologies. However, in the flat-panel TV era, Sony lost ground as Chinese and Korean brands like Hisense and Samsung took the lead. For example, backlight partition technology—key to improving image quality—was developed by Hisense as early as 2007, while Sony only started promoting it in 2013. Hisense’s 2018 World Cup Limited Edition TV, the U9 model, featured 1,000 backlight zones and 4,096-level dimming, offering unmatched detail and depth.
Artificial intelligence is now shaping the future of television. In 2018, Hisense upgraded its entire product line to VIDAA AI, focusing on voice control to enhance user interaction. By leading in AI integration, Hisense demonstrated its strong technical foundation and long-term vision.
Core technologies determine a company’s survival. If a brand lacks innovation in display and audio systems, it risks falling behind. While Sony relies on OLED, which requires importing LGD panels, Hisense has mastered ULED and laser technologies, positioning itself as a leader in next-generation displays.
Expanding into overseas markets is crucial for Chinese TV companies to boost brand recognition and global market share. Hisense has established R&D centers in the U.S., Japan, Germany, and more, along with production bases in South Africa, Mexico, and the Czech Republic. It also acquired Sharp Mexico and Toshiba TV assets, expanding its presence in key regions.
Sony, once a top FIFA sponsor, has reduced its marketing efforts and product updates. Its poor management led to a decline in the TV business, including exiting the LCD panel industry and losing control over key components.
In conclusion, the color TV industry shows that those who master core technologies will shape the future. Both Hisense and Sony reflect this reality. As the market evolves, only those who adapt and innovate can succeed in the long run.
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