The color TV market experienced a downturn in the third quarter . Data from AVC Revo shows that retail volume declined by 12.1% year-on-year, and retail sales also fell by 8.1%, putting pressure on the industry as a whole. However, this downturn also presents structural opportunities, with large-screen products steadily increasing their market share, becoming a core driver of the upgrading of color TV consumption patterns.
According to data from AVC Revo, in the first half of this year, the sales share of 75-inch and larger TVs reached 40%, an increase of 5 percentage points compared to last year; the market share of 85-inch TVs increased by 2.9 percentage points year-on-year. Meanwhile, sales of 98-inch and 100-inch ultra-large screen TVs increased significantly by 57.4% and 83.1%, respectively. In the third quarter, the retail share of 75-inch TVs was 21.5%, while 85-inch and larger products continued to expand their market share , showing a steady growth trend over the past two years. Data from Suning.com also shows that in the first half of 2025, the sales share of 85-inch and larger large-screen TVs exceeded 50%, far exceeding the industry average in the third quarter.
«Only by listening to the voices of users can we go further.» Wang Lingjun, President of Suning.com’s Consumer Electronics Division, said that the counter-trend growth of large-screen TVs reflects a shift in market demand. As early as 2024, Suning.com took the lead in proposing to «accelerate the entry of TVs into the 98-inch+ era» and has opened up a closed loop from demand to supply to service, continuously injecting development momentum into the large-screen TV market.
Building upon the trend towards larger screens, user needs are expanding from «single-screen viewing» to «multi-scenario applications,» specifically reflected in the pursuit of new features and functions such as high refresh rates for games, long-term eye protection, home aesthetics, portability, and even integration into a smart home hub. To meet these segmented user needs, Suning.com leverages its offline experience advantages and collaborates with mainstream brands such as Hisense , TCL , Skyworth , Konka , Samsung , Huawei , and Sony to create a new experiential space that integrates «technology + life + social interaction.»
Inside Suning.com stores, trendy new products such as 163-inch super-large screens, laser giant screens, and art TVs are integrated with rich themed scenarios such as games, smart education, and camping, allowing consumers to personally experience new features such as «a 100-inch TV is a wall,» «using your phone on the TV,» «voice search for shows,» and «a screen for best friends to replace a drawing board and story machine,» effectively promoting the upgrading of color TV quality consumption .
«The color TV industry is undergoing a structural adjustment from scale expansion to value deepening,» according to an analysis by AVC Revo. The analysis points out that the size revolution, scenario upgrading, and technological advancements are working together to reshape the market landscape. Industry insiders believe that from demand insights and trend predictions to scenario innovation and precise, inclusive benefits, Suning.com has built a complete operational loop, activating the industry’s inherent potential for sustained growth.