Against the backdrop of a year-on-year decline in the overall market size of color TVs in April, the retail sales of the content e-commerce market remained positive compared to the same period last year. According to AVC's "Monthly Data Report on China's Color TV Content E-commerce Market in April 2024", the retail sales of China's color TV content e-commerce market in April 2024 were 101000 units, a year-on-year decrease of 11.9% and a month on month increase of 25.8%; The scale of retail sales was 340 million yuan, up 32.2% year on year and 23.8% month on month (note: content e-commerce includes Tiktok and Kwai, the same below).

The Continuous Monthly Scale Trends of China's Color TV Content E-commerce Market
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Data source: AVC monitoring data

【 Average price performance 】 Price differentiation between large and small sizes

From the perspective of average price performance, the average price of China's color TV content e-commerce market slightly declined in April. According to AVC's "Monthly Data Report on China's Color TV Content E-commerce Market in April 2024", the average price of China's color TV content e-commerce market in April 2024 was 3710 yuan, an increase of 17.9% year-on-year in April 2023 and a decrease of 6.4% month on month in March 2024. From a size perspective, the price performance of products between large and small sizes is differentiated. Key sizes in the small market, such as 32 inch, 43 inch, 50 inch, and 55 inch products, have shown an increase in average prices compared to the same period last year. Among them, the average price of 32 inch products has the highest increase, reaching 65.7%; The large-sized market, on the other hand, has shown a completely different trend, with key large-sized products such as 75 inch, 85 inch, 98 inch, and 100 inch showing a year-on-year decline in average prices. The price differentiation presented by large and small sizes will inevitably drive the upward adjustment of the size structure of the content e-commerce market.

Comparison of Average Prices by Size in the Chinese Color TV Content E-commerce Market in April 2024
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Data source: AVC monitoring data

【 Size Performance 】 85 inch products rank first in retail sales share

The trend of large screens in the content e-commerce market remains unchanged, and products with 75 inch and larger screens continue to expand. From the perspective of size structure, according to AVC's "Monthly Data Report on China's Color TV Content E-commerce Market in April 2024", the 85 inch product in the Chinese color TV content e-commerce market ranked first with a retail volume share of 38.9% in April 2024, an increase of 31.4 percentage points compared to the same period last year, marking the first time the content e-commerce market has entered the "8" era. At the same time, there are also breakthroughs in the ultra large size market, with the retail share of 100 inch products breaking through 2% for the first time. In April, the retail share of 100 inch products in the content e-commerce market was 2.7%, an increase of 2.5 percentage points from the same period last year.

Market share and changes in retail volume of color TV content e-commerce in China by size in April 2024
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Data source: AVC monitoring data

【 Technical Performance 】 Mini LED Display Technology Rises Strongly

In recent years, the color TV industry has presented a new pattern of multi technology product symbiosis. In the wave of technological innovation, Mini LED has rapidly risen due to its excellent display performance and cost-effectiveness advantages. According to AVC's "Monthly Data Report on the Chinese Color TV Content E-commerce Market in April 2024", the retail sales share of Mini LED products in the Chinese color TV content e-commerce market in April 2024 was 43.8%, an increase of 42.5 percentage points compared to the same period last year, The strong expansion of Mini LED will reshape the TV market pattern and lead the industry towards higher quality; Meanwhile, the share of quantum dot products also maintained growth, with a retail volume share of 3.8%, an increase of 1.9 percentage points compared to the same period last year. The diversified development of the color TV industry is bringing consumers more choices and higher quality experiences.

Share and Changes in Retail Sales of Technical Products in the Chinese Color TV Content E-commerce Market in April 2024
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Data source: AVC monitoring data

The rapid development of the color TV content e-commerce market is due to its unique advantages. Firstly, content e-commerce has a huge user base, covering various age groups and consumer groups, providing broad marketing space for color TV brands. Secondly, content e-commerce platforms offer a diverse range of content formats, including short videos, live broadcasts, topic challenges, etc., which can meet the diverse needs of users and improve their engagement and interactivity. Finally, the platform has strong algorithmic recommendation capabilities, which can recommend relevant content based on user interests and behavioral habits, improving the accuracy and conversion rate of content.

In the future, with the continuous progress of technology and the continuous development of the market, the market performance of color TV content e-commerce channels is worthy of industry expectations. Color TV companies need to continue to deepen cooperation with them, explore more innovative content marketing methods, and improve user experience and brand value. At the same time, it is also necessary to pay attention to changes in user needs and the development of market trends, continuously adjust and optimize product and market strategies to adapt to market changes and competitive pressures.