In the third quarter of 2017, the Chinese TV market faced its worst performance in recent years, according to the "2017 China TV Market Summary Report for the Third Quarter," jointly released by AVC and the China Electronics Video Industry Association. Retail sales volume dropped by 12.9% year-on-year to 10.41 million units, while the sales area fell by 7.3% to 6.89 million square meters. By September 2017, the total retail sales had also declined by 9.2%, signaling a continued downward trend.
The report highlights that high panel prices were a major factor behind the decline. The average retail price of TVs increased by 16.3%, which significantly dampened consumer demand. Additionally, the growth of online e-commerce channels slowed down, with both platform-based and professional e-commerce platforms experiencing weaker performance. Even self-operated e-commerce saw negative growth due to poor performance from internet brands.
Zhu Yuanyuan, Deputy General Manager of AVC’s Black Power Division, noted that the real estate market cooling down this year, along with the strictest housing regulations in history, had a direct impact on home sales and, consequently, on the demand for household appliances, including TVs.
Peng Jianfeng, Deputy Secretary-General of the China Electronics Industry Association, added that the lack of domestic demand, housing market regulation, and the decline in internet brand sales all contributed to the poor TV market performance. He also pointed out that the consumer focus on smaller screen sizes and outdated TV services further weakened market demand.
According to Peng, the color TV industry still lacks sufficient influence over new technologies, as panel technology remains dominated by foreign manufacturers, creating technical barriers. However, he emphasized that future growth will be driven by the living room economy, information consumption, large-scale upgrades, and the production of 4K/8K content. With the implementation of old TV replacement programs, the pace of market renewal is expected to accelerate, and expanding market demand has become a shared goal among industry players.
Despite the sluggish Q3 results, Ovid Cloud Network (AVC) forecasts a rebound in the fourth quarter. It predicts that TV retail sales will reach 15.57 million units, up 0.9% year-on-year, and retail revenue will hit 50.7 billion yuan, an increase of 1.9%. This would make the fourth quarter the only growth period for the entire year of 2017.
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