The Chinese economy is currently undergoing a long-term structural transformation. This period of adjustment is marked by a focus on structural upgrades, efficiency improvements, and innovation as the primary drivers of future economic growth. Additionally, China's dual-speed consumer economy plays a crucial role in shaping this development. The upper-middle class and affluent households are expected to be the main contributors to overall consumption. In the television industry, product upgrades—especially in color TV—are becoming central to market evolution.
Image quality remains a key factor in the value proposition of color TVs. Display technology has become the core area of innovation. While LCD TVs have seen significant progress over the years, their display capabilities are nearing their limits, constrained by backlight technology that restricts design flexibility. The emergence of OLED TVs has changed the game. With self-luminous properties, OLEDs deliver superior image quality, perfect black levels, and an impressive contrast ratio, along with a wider viewing angle. These advantages have led to widespread adoption in smaller screens, and now, OLED technology is opening up new possibilities for TV designs. As a result, OLED is often referred to as the "next-generation display technology," and OLED TVs are gradually becoming part of everyday life.
OLED technology is rapidly gaining traction in the consumer market. As the technology matures, major manufacturers have accelerated their marketing efforts, leading to increased consumer awareness. The Chinese OLED TV market is experiencing rapid growth, with strong sales performance across various channels.
According to data from AVC’s omni-channel retail analysis, from January to September 2017, OLED TV sales saw consistent monthly growth. There were six months where the year-on-year growth exceeded 100%, with August witnessing a staggering 234% increase. This momentum is injecting much-needed vitality into what was otherwise a sluggish TV market.
The OLED TV industry is expanding, with Chinese companies taking a leading role. Chinese brands are closely following global trends in display technology. For example, Skyworth launched China’s first OLED TV in 2013, marking the beginning of a new era in the color TV industry. This move allowed Chinese OLED products to enter the market alongside international competitors, offering excellent picture quality, immersive audio, smooth user interfaces, and innovative designs. Skyworth has also taken the lead in accelerating the industrialization, scaling, and cost reduction of OLED technology.
Recently, Skyworth introduced a new line of OLED TVs, including the thin-walled wallpaper TV, which redefines the traditional form of television. This innovation has significant implications for the development of OLED technology, shifting the color TV industry away from price wars and promotional campaigns toward high-end, quality-driven upgrades.
In terms of panel supply, Chinese manufacturer BOE has started producing OLED panels, further expanding the industry ecosystem. Major retail chains such as Suning, Gome, and Dazhong Electric are also investing heavily in OLED. For instance, in March 2017, Suning organized the “OLED Strategic Development Forum,†and in April, it and Dazhong Electric set up “OLED Innovation Technology Experience Halls†in their stores, allowing consumers to experience the technology firsthand. These efforts by distribution channels are playing a vital role in the rapid growth of the OLED TV market.
As the market expands and the technological advantages of OLED become more evident, this display technology is becoming increasingly essential in the television industry. No longer just a futuristic concept, OLED is now a tangible reality. Driven by continuous product innovations from home appliance companies like Skyworth, the OLED era is fast approaching, and we can expect a period of rapid development for OLED TVs in the near future.
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