彩电零售市场的下一步困惑且无助！

Core Insights - The Chinese television market is facing significant challenges, with declining sales and a shift in consumer preferences away from traditional TV viewing [3][5][6] Group 1: Market Performance - In Q3 2025, the retail volume of the Chinese TV market is projected to be 6.15 million units, a year-on-year decline of 12.1%, while retail revenue is expected to be 25.2 billion yuan, down 8.1% [3] - For the first three quarters of this year, retail volume and revenue were 19.91 million units and 81.4 billion yuan, respectively, showing a year-on-year decline of 2.9% in volume but a growth of 2.1% in revenue [3] - The overall retail revenue for the Chinese TV market is forecasted to reach 120.8 billion yuan in 2025, a decrease of 5% year-on-year, with retail volume expected to be 28.92 million units, down 6% [3] Group 2: Consumer Behavior - The TV usage rate has significantly dropped from 70% in 2016 to below 30% in 2022, with recent reports indicating it may fall below 25% [4] - A survey shows that 25.57% of users watch TV once a week or less, while only 15.27% watch it six times or more per week [4] - Many consumers express dissatisfaction with TV complexity, advertising, and content accessibility, leading to a decline in TV usage among younger generations [4][5] Group 3: Industry Challenges - The decline in TV sales is not just a problem for individual companies like Hisense, TCL, Sony, and Samsung, but reflects a broader industry crisis [5] - Despite efforts to innovate with smart TVs and diverse applications, the market has not met expectations, as consumers find larger screens and additional features impractical [5][6] - The industry is experiencing a "distorted" evolution in its supply chain, with a concentration of sales channels and a lack of effective user engagement strategies [6]