China continues rapid pace on laser TV development

In 2019 and 2020, Hisense organized the Global Laser Display Technology and Industry Development Forum, inviting manufacturers, suppliers, retailers and consumers to promote the development of the industry.

In 2017, the sales revenue of Hisense's laser TVs was only 15 percent of all OLED TVs in China, but in 2020, that number increased to nearly 70 percent. "That means the laser TV is developing faster than the OLED TV, and the laser display technology is well recognized by the market and consumers," Liu said.

The products are also welcomed in the global market.

"We entered entertainment retailers first, as their professionalism ensured a better understanding of the laser display technology, and consumers there tended to accept laser TVs that are more expensive," said Ming Zhaoliang, vice-general manager for Hisense's international marketing. "With that customer basis, and with reduced cost, we marched on into mainstream consumer electronics channels."

Hisense laser TVs are now available at a number of renowned international home appliances retailers, such as Best Buy in the United States, Heimkinoraum in Germany, Boulanger in France and JB Hi-Fi in Australia.

According to market research company Omdia, sales of ultra-large TVs -- 80 inches or bigger -- will reach 2 million globally this year, which is expected to double by 2025. Laser displays will be a main technical route in the segment.

"Hisense has made huge breakthroughs in the high-end, ultra-large TV market, accounting for more than half of all laser TVs sold last year nationwide," said Zhang Bing, Omdia's director for consumer electronics market research. "The consumers are upgrading their consumption behavior, calling for new technical advancement from the manufacturers, which in turn will push further development of the market."