In 2017, the color TV market was highly competitive, and the industry faced an unusual "cold period." The low-end segment had been saturated with sales strategies focused on concepts and low prices. As consumer preferences shifted toward mid-to-high-end products, this segment became the new battleground for TV manufacturers.
Gone were the days when Japanese and Korean brands like Sony and Samsung dominated the mid-to-high-end TV market. Chinese brands, especially Hisense, have risen significantly, enhancing China's position in the global TV industry. Hisense’s growing influence has even sparked discussions about its potential to surpass Sony in certain areas.
Hisense has become the world’s largest TV brand, leading the high-end market. With the improvement of living standards, consumers are no longer just looking for cost-effective TVs. They now prioritize quality, design, and screen size. Large-screen TVs have become a major trend, and they are increasingly seen as a standard in the high-end market.
According to data from IHS, a global market research firm, Hisense held the top position in large-screen TVs in 2017 with an average size of 46.9 inches. In the 4K ultra HD TV market, Hisense ranked third globally with 7.9% of shipments, while Sony came in sixth with 5.8%. This marked a significant achievement for Hisense in the international high-end market, showing the progress of Chinese brands on the global stage.
The key to success in the TV industry lies in mastering core technologies. In the CRT era, Sony led with strong upstream resources and advanced technology. However, in the flat-panel TV era, Sony lost its edge, while companies like Hisense and Samsung took the lead.
For example, backlight partitioning technology, which improves picture quality, was developed by Hisense as early as 2007, while Sony only started promoting it in 2013. Recently, Hisense launched the 75-inch U9 Super Quality TV for the 2018 World Cup, featuring 1000 backlight zones and 4096-level dimming. This technology allows for more detailed and immersive visuals that are hard to achieve with regular TVs.
Artificial intelligence is now shaping the future of television. In 2018, Hisense upgraded all its TV models to the VIDAA AI system, focusing on voice control to enhance user interaction. By taking the lead in AI integration, Hisense demonstrated its technological strength and long-term vision.
While Sony has turned to OLED as its high-end strategy, it still relies on LGD for OLED panels, giving others control over a critical component. Meanwhile, Hisense has already invested heavily in ULED and laser display technologies, positioning itself as a potential leader in next-generation displays.
Expanding into overseas markets has been crucial for Chinese brands like Hisense to boost their global presence. The company has established R&D centers in the U.S., Japan, Germany, and other countries, along with production facilities in South Africa, Mexico, and the Czech Republic. It also acquired Sharp’s Mexican operations and Toshiba’s TV business, strengthening its foothold in North America.
Through sponsorships of major events like the European Cup and the FIFA World Cup, Hisense has significantly raised its brand awareness in Europe and the U.S. Sony, once a top FIFA sponsor, has reduced its involvement due to restructuring, while Hisense continues to invest in global marketing.
Sony’s struggles in the TV market have been evident. Its poor management led to a decline in its LCD and OLED businesses, losing control over key components and supply chains. In contrast, Hisense has shown resilience and adaptability.
In conclusion, the TV industry is evolving rapidly, with high-end screens becoming the future. Companies that can adapt to changing consumer demands and master core technologies will be the ones to succeed in the long run.
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