With the improvement in living standards and a diversification of audio-visual consumption needs, so China’s TV market has evolved into a big-screen competition. Bigger than the rest of the world, more immersive, offering customisations and low prices.
随着生活水平的提高和视听消费需求的多元化，中国电视市场已演变为大屏竞争。比世界其他地方更大、更身临其境、提供定制服务和低廉的价格。
A recent monthly report tracking the global market has recently that the average size of LCD TV screens had increased from 46.1 inches in 2022 to 47.9 inches during the first half of 2023.
最近一份跟踪全球市场的月度报告显示，液晶电视屏幕的平均尺寸已从2022年的46.1英寸增加到2023年上半年的47.9英寸。
But China is once again bucking the trend, by a wide margin. By June this year, the average size of screens sold in the country had exceeded 60 inches. Indeed, screen sizes of 75 inches have now become the mainstream.
但中国再次大幅逆势而上。截至今年6月，国内销售的屏幕平均尺寸已超过60英寸。确实，75英寸的屏幕尺寸现在已经成为主流。
Go into a big-name screen retailer in today’s China and you will likely find the smallest screen on sale is 75 inches in size, while the largest can be as big as 98 inches.
走进当今中国的一家知名屏幕零售商，您可能会发现所售屏幕最小尺寸为75英寸，而最大尺寸可达98英寸。
But just how much are all these inches going to cost you? According to differences in resolution, performance and screen size, LCD TV prices range from approximately ¥6,000 to ¥40,000 or even ¥50,000. For the more-economically minded, a 75-inch TV can today be had for a little over ¥8,000.
但这些英寸的尺寸到底要花多少钱呢？根据分辨率、性能和屏幕尺寸的差异，液晶电视的价格约为6000日元至40000日元甚至50000日元。对于经济实惠的人来说，现在只需 8,000 日元多一点就能买到一台 75 英寸电视。
Speaking with Nanjing Daily, a brand salesperson keenly emphasised, “In today’s living rooms, the viewing distance is about 3 metres; the size of the TV need be at least 75 inches to achieve the best viewing effect”.
一位品牌销售人员在接受《南京日报》采访时敏锐地强调，“现在的客厅，观看距离在3米左右，电视尺寸至少需要75英寸才能达到最佳观看效果”。
Quite a few consumers appear to have been listening to her. According to consumption data from Suning.com, since July of this year, sales of large-screen TVs of 75 inches or more have increased significantly year on year, by 105 percent in fact.
不少消费者似乎一直在听她的讲话。苏宁易购消费数据显示，今年7月以来，75英寸及以上大屏电视销量同比大幅增长，增幅高达105%。
Overall though, the market for screens shrank in the first half of this year, with 14.67 million units shipped, representing sales of ¥48.7 billion, a year on year decline of 12.2 percent. Against the background of relatively-sluggish market demand, the retail-volume share of 75-inch screen TVs increased by 7.1 percent year on year.
但总体来看，今年上半年屏幕市场出现萎缩，出货量为1467万台，销售额为487亿元，同比下降12.2%。在市场需求相对低迷的背景下，75英寸电视零售量占比同比增长7.1%。
Part of this performance has been down to customisations of super-size screens, explained Wang Lingjun, President of Suning.com’s intelligent internet division. “TVs have gradually transformed from a single-viewing device to a multi-scenario, fusion-display terminal. With the iteration of screen technology, the price of large-screen TVs has also continued to drop, while more and more consumers prefer the immersion experience they can deliver”, said Wang.
苏宁易购智能互联网事业部总裁王令军解释说，这种表现的部分原因在于超大尺寸屏幕的定制。 “电视已经从单一的观看设备逐渐转变为多场景、融合显示的终端。随着屏幕技术的迭代，大屏电视的价格也不断下降，而越来越多的消费者更喜欢它所提供的沉浸式体验。”王先生说。
Therefore, Suning.com has joined forces with Hisense, Skyworth and other leading brands to launch more than 20 large customised screens. Since July, sales of such branded, customised products have accounted for nearly 30 percent of total sales.
为此，苏宁易购联合海信、创维等领先品牌推出了20余款定制大屏。 7月以来，此类品牌定制产品的销售额已占总销售额的近30%。
A Mr. Cai in Nanjing is one purchaser of such. At the end of July, he replaced his 60-inch TV at home with a 75-inch customised screen. Cai is an avid video gamer; his customised set up can connect to a game console and offers 3D surround sound.
南京的蔡先生就是该产品的购买者之一。 7月底，他把家里的60英寸电视换成了75英寸的定制屏幕。蔡是一位狂热的电子游戏玩家。他的定制设置可以连接到游戏机并提供 3D 环绕声。
Cai said, “The picture effect is quite a shock! My customisations cost another ¥10,000 in the end, but I think it is worth it”.
蔡说：“画面效果相当震撼！我的定制最后又花了一万元，但我觉得很值得”。
