In recent reports, it has been revealed that major OLED TV manufacturers such as Skyworth, Konka, Changhong, LG Electronics, and others have collaborated to seize the "Double 12" shopping festival. This strategic move is driving significant growth for OLED TVs, creating substantial value across the industry chain and injecting much-needed vitality into the broader color TV market, which has been experiencing a downturn.
Looking at the overall domestic color TV retail landscape, this year’s market performance followed a pattern of initial decline followed by recovery. The first half of the year was marked by a "cold winter," but from National Day onward, OLED TVs began to show strong momentum, achieving remarkable growth. During the recent "Double 11" promotion period, OLED TVs from brands like LG, Skyworth, Konka, Changhong, and Philips delivered impressive results in both holiday sales and competitive market conditions.
According to data from Ovi Cloud, during the "Golden Week" of "11", the domestic color TV market saw a 15.6% year-on-year drop in sales, with a 11.9% decrease in units sold. However, OLED TVs stood out, recording a 145% increase in sales compared to the previous year. Suning's data also showed that on November 3, during its "Color TV Super Category Day", OLED TV sales surged by an astonishing 509%. As the final promotional event of the year, "Double 12" represents the last opportunity for major TV manufacturers, retailers, and e-commerce platforms to boost their sales.
During the "Double 12" period, leading OLED TV brands including Skyworth, Konka, Changhong, LG Electronics, Sony, and Philips launched numerous promotions and discounts, with price cuts being more aggressive than ever. Major distribution channels also rolled out various campaigns, such as payment reductions, red envelope giveaways, interest-free coupons, and free gift offers. In addition to the manufacturers' efforts, home appliance retailers like Suning and Gome have also invested heavily in promoting OLED TVs. Upon visiting stores, reporters observed that OLED TV sections were prominently displayed, with top-selling models placed in prime locations.
According to a store representative, OLED TVs have created significant value for all players in the supply chain and are better aligned with future display trends. They have high consumer interest, which makes them popular among channel vendors.
Industry experts noted that "Double 12" marks the final major competition of the year for TV manufacturers, retailers, and the broader color TV sector. During this period, the growing trend of OLED TVs continued to gain momentum. In a stagnant market, OLED TVs are once again standing out through their technological advantages, providing a much-needed boost to the struggling color TV industry.
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