Strategic Choices Amid Price Wars

Despite strong growth in the premium market, price competition across the broader market remains a challenge that manufacturers must confront. According to RUNTO data, the average price of monitors in China’s online market in the first half of 2025 was RMB 1,012, down approximately 5% year-on-year.

RUNTO’s analysis suggests that price declines stem from intense market competition on one hand, and on the other, the fact that leading monitor brands are predominantly factory-affiliated brands with strong supply chain control, enabling them to achieve cost reductions and price flexibility.

How should manufacturers respond to price competition? "We believe that instead of simply engaging in price wars, it’s better to compete on performance and user experience," Zhao Jun shared with reporters.

He elaborated that leading manufacturers are avoiding a one-dimensional price war by adopting a structural approach—leveraging technological innovation to create differentiated value. For example, during the exhibition, TCL CSOT collaborated with partners to unveil new product forms such as glasses-free 3D monitors. Simultaneously, the company is actively investing in next-generation display technologies like printed OLED, aiming to secure dual advantages in cost and technology to fundamentally reshape the competitive landscape.

In summary, industry leaders are reaching a clear consensus: amid price wars, companies must build diversified technological capabilities and differentiated product portfolios to meet stratified market demands. This approach allows them to maintain market share while moving up the value chain.