Market Report, "Home Video in China", published

Televisions suffered a marginal decrease in 2015. Although the cancellation of subsidies resulted in a lasting effect on television sales, the introduction of various new products with high colour gamut, high dynamic range and large screens drove the recovery in the latter part of 2015. For instance, LG’s OLED TVs, Hisense’s ULED TVs and Samsung’s SUHD TVs all gained wide popularity due to high imaging quality. Most of these products have been equipped with curved screen, presenting images with 3D effect without wearing 3D glasses. Large screens were another popular feature in 2015, showing a clearer image. Meanwhile, smart TVs launched by internet manufacturers, including Letv and MI, played an important role in televisions with competitive advantages of plentiful TV content.

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Competitive Landscape

Hisense Group led home video in 2015 with 17% retail volume share with the launch of new impressive products including ULED curved TVs. ULED TVs have high dynamic imaging and high colour gamut functions similar to OLED TVs, making images more colourful and clear. Moreover, prices of ULED TVs are much lower compared with OLED TVs. The curved screen also helped to enhance the 3D effect of images. Letv witnessed the biggest increase in volume sales in 2015. By launching a series of new products, Leshi Internet Information & Technology Corp enriched it product lines, focusing on premium performance and low costs. In addition, the R&D, logistics and after-sales systems are improving to increase brand reputation. Finally yet importantly, the competitive advantages of content with exclusive broadcasting rights of some television programmes favour success.

Industry Prospects

Televisions is expected to record a 1% retail volume CAGR over the forecast period. The main driver will be the potential demand in rural areas. With the development of information and channels, consumers in rural areas can access new products quicker. Therefore, an increasing number of consumers will consider replacing their old televisions with new diverse products. In cities, consumers will pursue high-end products with large screens, outstanding performance and abundant content. In addition, consumers will show curiosity to various specific functions, such as games and connection with phones. LCD TVs with internet connectivity function will continue to grow in 2016, occupying 91% share of overall televisions. Among LCD TVs, LED will replace the CCFL completely in 2018 because LED has premium imaging performance and environmental efficiency.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Home Video industry in China with research from Euromonitor's team of in-country analysts.

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