In 2024, the global display market is gradually coming out of the trough, opening a new round of market development cycle, and it is expected that the global market shipment scale will recover slightly this year. China's independent display market handed over a bright market "report card" in the first half of last year, but it also pushed this part of the market to a high scale, laying the groundwork for the slow growth of the market this year. At the same time, China's domestic market environment continues to face many challenges, and the consumer mentality generally tends to be rational and conservative. Superimposed on the upward cost and increased pressure of internal volume, the performance of China's independent display market in the promotion node is crucial.

In the "6.18" period of 2024 (5.20 - 6.18), Sigmaintell data shows that the sales scale of China's independent display online market is about 940,000 units (Jingdong + Tmall), an increase of about 4.6%. The growth of China's online market this year mainly comes from the upgrading of the specifications of high refresh rate displays and the penetration of the office market. Through observation, 80% of the hot models online are high refresh rate monitors, of which the mainstream specification this year is 180Hz.

At the same time of rapid changes in product specifications, the rapid expansion of domestic brands represented by "localization" has become a new force stirring the brand pattern. The traditional main brand strategy differentiation, there are to maintain the volume, expand the product line, improve the product price competition players; There are also players who take profit as the main appeal, shrink sales, but gain better sales performance. 

Under the background of no obvious demand boost in the current Chinese display market, the whole machine manufacturers have demonstrated their abilities, the degree of internal volume continues to push up, and the product specification iteration speed with the refresh rate upgrade as the core has greatly accelerated, and the market is faced with the risk of "demand overdraft and specification overdraft". At the same time, under the influence of no significant improvement in social and economic vitality, consumption downgrade has become a new trend.  

This trend superimposed display users' pursuit of parameter upgrades, making China's display retail market show a continuous "market sinking" and "volume and price divergence" characteristics. In turn, brands face difficult choices on the three issues of cost, price and quality, and also increase the risk of "bad money driving out good money" in the market. This series of potential problems are still contained in the 618 big market growth this year, we need to be careful to look at the market risk behind the scale of the excellent performance.