WitView further predicted that the global shipment of LCD TVs in 2017 will reach 225 million units, an increase of 2.6% year-on-year. The proportion of shipments of large-size TVs with sizes of 50 inches and above will be close to 30%. It can be said that Super Screen has become a “technical dividend” for market demand, and in particular, it provides supply-side guidance for upgrading product structure of enterprises.

According to the data from Zhong Yikang, during the sales during the Spring Festival, the large-screen TVs with 55-inch or more accounted for nearly 60% of the total market. Throughout 2016, most of the dimensions of the entire market line have shown varying degrees of decline. The 60-inch, 65-inch, and 70-inch retail volume in the oversized size increased by 49.4%, 11.8%, and 44.5% year-on-year, respectively, and the growth potential has gradually become apparent. The "saturation theory" of the home appliance market has been called for for several years, but Internet TV has powerfully used upgrade iterations to hedge the "durable" characteristics of television products. The larger size, higher resolution and stylish appearance have become the metrics for more and more users to change televisions. The living room upgrade is no longer "advanced" as a node in the family stage, but is becoming a daily routine in emerging consumer environments.

In the process of size iteration, many television brands at home and abroad have also adopted super-large screen and ultra-high definition as the dual driving force of high-end strategy. Samsung and LG intensified their upgrades of panel production lines last year. Hisense, the world’s third-largest manufacturer, displayed a sharp sword on the “de-screening” road. At the beginning of 2017, Hisense dual-color 4K laser TV was first exhibited at CES, which triggered a hot debate in the industry.

It is not difficult to deduce that saturation is only aimed at sticking to the one-sided situation of enterprises, and does not mean that the market expansion and growth opportunities of the entire industry are saturated. Under the advantage of independent research and development of core technology, it will create an atmosphere of excellence and brand recognition in the user community, and there will be a reverse growth. Therefore, in the field of LCD TVs, Hisense not only accounted for the largest proportion in sizes of 55 inches and above, but also accounted for 17.1% of the total during the Spring Festival period, maintaining its top position in the Chinese market for 13 consecutive years. For brands with product power and innovation, the ever-escalating market demand of consumers is a new business opportunity.

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