ET News: Chinese TV producers TCL and Hisense launch new efforts of soft pow...

By Li Panpan

The Chinese TV industry is catching up with Samsung and LG, focusing not only on image quality and size but also on screen models that reflect lifestyles, smart home standards, and operating system (OS) ecosystems, despite still having a technological gap with South Korea, report South Korea’s ET News on January 8.

At CES 2023 held in Las Vegas, Chinese TV companies TCL and Hisense still occupied a large-scale exhibition hall, though the number of Chinese companies participating in this year's show dropped.

TCL, which has the largest-ever exhibition hall right next to Samsung Electronics, put on display its TVs, monitors, refrigerators, and air conditioners.

A 98-inch 8K TV equipped with a mini light emitting diode (LED), promoted as a premium lineup, was located at the exhibition hall entrance, and a 136-inch micro LED TV product was unveiled for the first time. It also introduced a 98-inch mini LED TV that supports a 240Hz refresh rate to meet gaming demand, focusing on premium products. It announced a plan to support smart home standard “Matter” linkage.

Hisense also focused on 65-inch to 85-inch mini LED TVs “ULED,” its flagship premium lineup.

In addition, Hisense introduced the 110-inch 8K lineup and was confident in its competitiveness in the large screen and high-definition market, said the South Korean report.

A striking difference compared to the last CES 2022 is the emphasis on “content' and “service.” Hisense highlighted its soft power with a dedicated zone for its OS “VIDAA” products.

“VIDAA supports OTT services such as Netflix and Disney Plus, as well as apps for health and entertainment, along with free channels for each country,” said a Hisense representative. “Content is our strength,” he added.

It remains to be seen whether the innovative efforts pursued by TCL and Hisense will materialize. Currently, the two companies’ global smart TV OS share is less than 1%.

The Chinese TV industry, which has been busy improving picture quality, should not be taken lightly; it has begun to emphasize lifestyle screens, smart home services, and OS ecosystems led by Samsung and LG, said the South Korean report.

In the recent TV market, customer experience with consideration to personal taste and usability beyond picture quality or size determines purchase decisions by consumers. Having secured its initiative in display technology, China has opened its eyes to expanding customer experience. It is highly likely to invest huge amounts of capital in securing soft power, added the report.