Group 1 - The report highlights that the black electrical appliance industry is adopting a more aggressive pricing strategy, particularly in the offline market, with significant price reductions observed from Q4 2024 to Q1 2025 [6][21][33] - Mini LED technology is experiencing rapid penetration, with a projected global shipment increase of 40% to 8.6 million units in 2025, driven by cost reduction pathways and structural upgrades in product offerings [7][9][55] - Major brands like Hisense and TCL are focusing on the Mini LED segment to enhance their market share in both global and high-end markets, with a notable increase in their product offerings [6][9][55] Group 2 - The report indicates that the pricing strategy for Mini LED products is significantly downward, with offline average prices dropping from nearly 20,000 yuan in December 2022 to approximately 11,500 yuan by April 2025 [9][36] - The competitive landscape in overseas markets, particularly North America and Eastern Europe, is intensifying, with local brands employing aggressive pricing strategies that have led to a decline in average prices [8][41] - The report suggests that the impact of the current pricing strategies on profitability for manufacturers is relatively limited due to the dual support of cost reduction and product structure upgrades [9][67]

Investment Rating - The report maintains a "Positive" investment rating for the home appliance industry, specifically recommending "Buy" for Hisense Visual and TCL Electronics [9]. Core Insights - The report highlights the impact of display technology iterations on the black electrical landscape and profitability, emphasizing that Chinese companies are well-positioned to enhance their profitability and global market share during the current Mini LED technology upgrade [3][6][7]. Summary by Sections Previous Display Technology Changes - The evolution of black electrical display technology is summarized as "CRT → Rear Projection → PDP → LCD (LED Backlight) → OLED → Mini/Micro-LED." Historically, Japanese companies dominated the global black electrical industry until the late 1990s, when Korean companies like Samsung and LG began to invest heavily in LCD technology, ultimately surpassing Japanese firms by 2006 [5][27][32]. Current Mini LED Upgrade Outlook - Mini LED is identified as the next major display technology, with global shipments expected to reach 6.2 million units in 2024, a 100% increase year-on-year, capturing 2.9% of the market share. In China, Mini LED TV sales are projected to reach 5.56 million units, accounting for 18.0% of the overall TV market [6][7]. Investment Recommendations - The report suggests capitalizing on structural upgrades and profitability improvements among leading black electrical companies. It notes that the ongoing shift of panel production capacity to China, combined with continuous investment in Mini LED technology by companies like TCL and Hisense, supports the sustainable enhancement of profitability and market share for Chinese black electrical enterprises [7][9].

这种价差主要来源于产业链成熟度的差异，LCD产业经过数十年发展，已形成从玻璃基板到整机制造的完整生态，规模效应显著；而OLED面板生产仍高度 依赖LGD与三星显示的4堆叠结构技术，设备折旧与材料成本居高不下。 实际上，等离子时代的溃败不仅因技术缺陷和价格战失利，更多的是源于其封闭的产业链策略。当时松下等日企垄断面板供应，导致三星、TCL等品牌转向 推广液晶技术，最终孤立无援。 至少就目前而言，尽管挑战严峻，但OLED与等离子所处环境仍存在本质差异。 在高端电视市场，OLED技术因其自发光特性带来的极致画质——无限对比度、纯净黑场、广色域以及柔性设计的可能性，被业界誉为显示技术的标杆。然 而，与当年等离子电视（PDP）的境遇相似，OLED电视正面临"技术领先却市场遇冷"的尴尬局面。 这一现象不禁令人担忧：OLED是否会重蹈等离子电视的覆辙？ 从技术特性上看，等离子电视曾凭借自发光技术碾压液晶（LCD），其色彩准确性、微秒级延迟和护眼特性被冠以"外行买液晶，内行选等离子"的美誉。然 而，烧屏、寿命短、功耗大等缺陷，叠加高昂售价，最终导致其退出市场。 反观OLED电视，其采用有机发光材料，像素级控光使其在暗场表现、 ...