In the domestic color TV retail market, this year has seen a general trend of decline at the beginning. During the first half of the year, the market faced what many called a "winter." However, starting from this year's National Day holiday, OLED TVs broke the trend and experienced a sharp rise in demand. Leading brands such as LG Electronics, Skyworth, Konka, Changhong, Philips, and others saw impressive sales performances during the National Day and "Double 11" promotions.
According to Ove Cloud Network data, the overall color TV market saw a 15.6% drop in sales year-on-year during the past "11" Golden Week, with revenue falling by 11.9%. In contrast, OLED TVs experienced a surge, with sales jumping by 145% year-on-year. Suning’s data also showed that on November 3rd, OLED TV sales increased by an astonishing 509%. As the final major promotional event of the year, "Double 12" serves as the last opportunity for TV manufacturers, distributors, and e-commerce platforms to boost their sales before the end of the year.
During the "Double 12" period, major OLED TV brands like Skyworth, Konka, Changhong, LG, Sony, and Philips offered significant discounts and special promotions. The price cuts were among the most aggressive seen in recent years. Retail channels also launched various incentives, including cashback offers, red envelope campaigns, and coupon giveaways. In addition to manufacturer efforts, leading home appliance retailers like Suning and Gome have also invested heavily in promoting OLED TVs. Reports indicate that many stores have already started displaying promotional materials for OLED TVs, with top-selling models placed in prime locations.
A representative from a major appliance retailer noted that OLED TVs have generated significant value across the entire industry chain and are increasingly aligned with future market trends. These products attract high consumer interest, making them more appealing to channel providers.
Experts believe that "Double 12" represents the final major competition of the year for TV companies, distributors, and retailers. The continuous growth of OLED TVs during this period highlights their technological superiority and provides much-needed momentum to an otherwise stagnant TV market. With their superior image quality and innovative features, OLED TVs are not only capturing consumer attention but also reshaping the competitive landscape of the television industry.
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