Color TV is a "major product" in the consumer electronics industry and a key segment within China's electronic information sector. Over the past five years, China’s color TVs have transitioned from traditional to smart, internet-connected devices, marking a successful shift toward autonomy, diversification, and globalization. As China moves from a manufacturing giant to a brand leader, the color TV industry has played a significant role in this transformation.
From Manufacturing Powerhouse to Brand Powerhouse
In the early days of transitioning from CRT to LCD technology, China lagged behind Japan and South Korea. However, after nearly a decade of technological advancement and localization, China has now become one of the world's most important color TV brand powerhouses. In the last five years, China's annual LCD TV output increased from 128 million units to 158 million units, with its global market share rising from 54% to 70%. Domestic retail sales grew from 42 million to over 50 million units, a 20% increase. Eight out of ten TVs sold in China are now branded products.
China's TV exports also saw a major growth, increasing from 62 million to 81 million units—up 31%. One in two TVs sold overseas is made in mainland China. The top ten TV companies globally now include five Chinese brands. TCL surpassed Sony to rank third worldwide, with shipments exceeding 20 million units. Hisense and Skyworth have also made impressive strides in international markets, building brand recognition in Eastern Europe, Africa, Southeast Asia, and South America. Traditional Chinese brands like Changhong, Konka, and Haier have gradually replaced Japanese brands, becoming leaders in the LCD era.
From Adoption to Localization of Core Components
The core components of color TVs include display panels, integrated circuits, and system software. Among these, LCD panels account for more than half of the hardware cost. With China accelerating its strategic layout in the display panel industry, the number of high-generation LCD lines (8.5 generations and above) in mainland China has grown from just two to eight. Total investment has surged from RMB 53 billion five years ago to over RMB 200 billion today. Seven more advanced generation lines are currently under construction, with an expected investment of 220 billion yuan.
The annual output of TV panels has risen from less than 20 million to nearly 90 million units. China’s self-sufficiency rate for domestic TV panels jumped from 14% to 55%, and its global shipment share increased from 7% to 34%. This year, China’s TV panel shipments are expected to surpass those of South Korea and Taiwan, becoming the largest in the world. By the end of 2020, when all 15 generations of mainland production are fully operational, China’s output is expected to account for half of global LCD TV panel shipments.
Another key component, TV chips and system software, is also rapidly being localized. With strong government support for the semiconductor industry, homegrown chips like Huawei’s HiSilicon have begun to emerge. High-end 4K smart TVs now use SoC chips developed by HiSilicon as standard. In operating systems, Alibaba’s Aliyun OS and HKUST’s AI voice interaction system have become mainstream. Domestically developed AVS and DRA audio/video codecs are now strong competitors to MPEG and Dolby. As localization progresses, the global competitiveness of Chinese TV brands continues to grow.
Increased Intellectual Property and Standardization
The competition in the smart display industry revolves around intellectual property and standards. To strengthen independent IP rights, the China Electronics Video Industry Association organized companies to build patent pools, reducing patent risks through cross-licensing. Panel manufacturers have also increased their patent filings. In the past five years, domestic panel makers applied for nearly 50,000 invention patents, with over 15,000 granted. This has significantly reduced the control of foreign patents, narrowing the gap between China and Japan/South Korea in display technology.
At the same time, under the guidance of the Ministry of Industry and Information Technology, the association worked with domestic and international companies to develop social group standards, which have been adopted as national and industry standards. In the past five years, over 70 community standards were published, and more than 10 national and international standards were participated in. These standards help reduce manufacturing costs, regulate product performance, and protect consumer interests.
Technological Progress Benefits Consumers
With fierce competition among domestic, foreign, and internet brands, new technologies have gained popularity much faster in China than in other markets. Over the past five years, more than 150 million smart TVs with operating systems, on-demand services, and interactive features have been sold, with smart TV penetration rising from 27% to 85%. Internet TV content is now comparable to mobile phones, with superior picture quality. Smart TV usage rates, revenue, and advertising income continue to rise. Young users are returning to the living room, driving growth in information consumption.
The 4K TV penetration rate has jumped from zero to 58% without the need for domestic 4K channels. Six out of every ten TVs sold in China support 4K content. China leads the global market in the adoption of new display technologies such as HDR, quantum dots, OLEDs, and laser TVs.
As TVs continue to evolve, prices have become more affordable. For example, the average price of a 40–43-inch LCD TV dropped from 4,000 to 2,400 yuan, a 40% decrease. Consumers can now get better sound, smarter features, and larger screens for the same budget. Five years ago, the average size was 37 inches; now it's 47 inches, with a 61% increase in screen area. 55-inch TVs have replaced 32-inch models as the best-selling size, with oversized TVs accounting for 40% of retail sales.
Due to intense competition, the color TV industry remains in a low-profit margin, but most of the benefits from technological progress have gone to consumers. For more information about smart TVs and TV boxes, visit Smart TV/box information network sofa butler (http://), a leading platform offering insights on smart TVs, TV boxes, and related software.
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