国补力度这么大，电视却更难卖了

Core Viewpoint - The article discusses the impact of national subsidies on the television market, highlighting that despite significant subsidies, overall sales have not increased as expected and have instead shown a downward trend [2][5]. Subsidy Impact - This year, the national subsidy for televisions is unprecedented, with a 20% subsidy for Level 1 energy efficiency TVs and 15% for Level 2, with a maximum subsidy of 2000 yuan per appliance [1]. - Some regions offer additional consumer vouchers, allowing for total savings of up to 35% [1]. Market Performance - Despite a 5.6% increase in retail revenue for the television market from January to April 2025, retail volume has seen a slight decline of 0.7% [3]. - In April 2025, the brand shipment volume in China's television market decreased by 4.3% year-on-year and 8.0% month-on-month [4]. Consumer Behavior - Total consumer spending on televisions has increased, but the actual number of units sold has decreased, indicating weak market demand [5]. - The decline in retail volume reflects overall market fatigue, with previous subsidy policies potentially pulling forward demand from 2025 [5]. User Experience Issues - Since 2016, the domestic television usage rate has dropped by over 30%, with existing users expressing dissatisfaction with viewing experiences [6]. - Limited video resources on smart TVs, disruptive startup ads, and complex user interfaces contribute to a negative user experience [7]. Market Trends - Despite the overall decline in the smart TV sector, large-sized products and innovative display technologies are driving growth [9]. - Retail revenue for ultra-large televisions (85 inches and above) has significantly increased, with their market share rising to 34.8% by May [11]. Product Innovations - The retail revenue share of 85-inch TVs surged from 17.4% to 25.1%, while 100-inch TVs saw an increase from 1.7% to 5.3%, marking over a 200% growth [12][13]. - Mini LED technology has surpassed OLED in high-end television sales, with a 520.4% year-on-year increase in sales during the subsidy period [15][14]. Future Outlook - The trend indicates that consumers are willing to pay for immersive viewing experiences, signaling a shift towards larger and higher-quality televisions [16]. - Television brands must enhance product quality and user experience to retain customers, or they risk being eliminated in industry consolidation [17].