Although the color TV market was generally sluggish in the first three quarters, large-screen TVs represented by laser TVs broke out, bringing new hope to the color TV market. According to the total color TV market push data released by Zhongyikang for the first three quarters of this year, the overall retail volume of the color TV market dropped by 0.88% year-on-year, and the retail sales fell by 10.55% year-on-year. The representative large-screen products have achieved substantial growth. The sales of laser TVs have increased by more than four times, and Hisense has become the leading brand leading the explosive growth of the large-screen market.

According to the data of Zhongyikang, in the first three quarters of this year, the retail volume of Hisense laser TVs increased by 434.41% year-on-year, and its sales share in the 80-inch and above large-screen market reached 55.77%; Hisense 65-inch ULED TV retail sales increased by 47.34% year-on-year. At the same time, Hisense TV’s retail sales share reached 19.02%, leading the second place by 4.24 percentage points, further expanding its advantage.

During the World Cup month in June and July this year, Hisense, as the official sponsor of the 2018 World Cup, successively launched U7 with automatic sports mode, U9 with 1000 Zone ultra-definition TV technology, and 80-inch 4K laser TV L5. The designated TV products of the World Cup have not only brought unprecedented experience of watching games to fans around the world, but also promoted the rapid growth of the large-screen market. In these two months, Hisense TV's retail sales share all exceeded 20%.

Thanks to the World Cup effect, in the first three quarters of this year, Hisense achieved double-digit growth in key markets such as North America, Europe, South Africa, and Australia. Hisense’s overseas self-owned brand sales increased by 27.5% year-on-year.

Since the launch of the 100-inch ultra-short throw laser TV in 2014, Hisense has continuously promoted the iterative upgrade of laser display technology. After the launch of the 80-inch laser TV 80L5 within 20,000 yuan in May this year, it detonated the laser TV market in one fell swoop. The product has been ranked in the top ten of the best-selling product list for 10 weeks within 15 weeks of its launch. The hot sale of 80L5 has changed the market pattern of large-screen TVs and has become the first choice for the current large-screen market.

Zhongyikang predicts that, driven by the continued popularity of the laser TV market, more brands will join the laser TV field. It is expected that the market for large-screen TVs of 80 inches and above will increase by more than three times next year.

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