海信双7旗舰发布：一年576亿营收 电视行业竞争转向高端大屏

Key takeaway 1: Before buying a high-end TV, start with Hisense's newly published RGB-Mini LED grading standard; it provides a concrete set of selection criteria.

1. On the backlight hardware side, the RGB three-chip architecture emits light directly without secondary conversion, reducing washed-out bright areas and lost shadow detail.

2. On the screen quality side, the True Color Obsidian screen covers 103% of BT.2020 and brings reflectance down to 1.28%, so daytime viewing is less affected by glare.

3. On the software and system side, check whether it supports dedicated picture modes and ongoing updates rather than looking only at hardware specs.

Key takeaway 2: The two new models have different strengths; choosing by use scenario offers better value.

1. U7T Pro focuses on original true-color picture quality, suited to users who care about cinematic colors and shadow detail.

2. E7S Pro+ is built for high-brightness scenes, with peak brightness of up to XDR Pro 6000 nits; it is more worth considering for users with bright living rooms.

3. Both models are powered by the XinXin AI picture-quality chip H7 and support 4K 180Hz, making games and sports footage smoother.

Key takeaway 3: Be aware that the prices are post-national-subsidy prices.

1. U7T Pro's post-subsidy launch prices are RMB 9,999 for 65 inches, RMB 18,499 for 85 inches, and RMB 27,999 for 100 inches.

2. E7S Pro+ costs RMB 9,999 for 75 inches and RMB 19,999 for 100 inches after the subsidy.

3. The final price you pay may be affected by subsidy policy, so confirm your eligibility for the national subsidy before ordering.

Key takeaway 1: The premiumization strategy has been validated by results; the model of "selling fewer units, selling at higher prices, and earning more profit" deserves attention.

1. Hisense Visual's 2025 revenue edged down 1.45% YoY, but net profit attributable to shareholders increased 9.24% YoY, with average selling price up about 5%.

2. Mini LED product sales rose 23% YoY, and sales of screens above 98 inches rose more than 50% YoY, showing that higher-price products are gaining volume.

3. Net profit continued to grow 13.23% YoY in H1 2026, with Q2 growth reaching 20.45%; the high-end product mix was the primary profit growth driver.

Key takeaway 2: Product development focuses on user-perceivable picture-quality pain points, and every technology term has a clear experiential value.

1. RGB-Mini LED makes red, green, and blue chips emit light directly, eliminating backlight-conversion loss and keeping colors stable in bright and dark areas.

2. The True Color Obsidian screen covers 103% of BT.2020 and has just 1.28% reflectance, turning "cinema-grade color" and "daytime anti-glare" into communicable selling points.

3. The XinXin AI picture-quality chip H7 handles overall tuning and provides core support for picture-quality competitiveness.

Key takeaway 3: Brand marketing is moving from spec dumping to professional content endorsement and the building of grading standards.

1. Hisense released three grading standards for RGB-Mini LED TVs, attempting to define the purchase logic for high-end models ahead of competitors.

2. It developed Image Master Mode with five filmmakers, a game mode with S-Game, and an anime mode with bilibili to build mindshare in content scenarios.

3. This approach strengthens the brand's professional credibility among film, game, and anime communities.

Key takeaway 1: The TV market's premiumization and large-screen trend is still growing, making high-end products a clear opportunity.

1. Hisense's Mini LED sales rose 23% YoY in 2025, sales of 98-inch-plus screens rose more than 50% YoY, and average price rose about 5% YoY.

2. In H1 2026, Hisense held a 55.1% share of global shipments for 100-inch-and-above TVs, showing rising concentration in the ultra-large-screen market.

3. Retailers should focus on RGB-Mini LED and large-size models, which have greater room for premium pricing.

Key takeaway 2: The RGB-Mini LED category is heating up quickly, but consumers need help understanding what has actually been upgraded.

1. Hisense has published three grading standards; sellers can use them to guide purchase decisions and lower the threshold for consumers' choices.

2. Core selling points should center on "purer light, more accurate color, less glare" — for example, 103% of the BT.2020 color gamut and 1.28% reflectance.

3. The E7S Pro+'s 6000-nit peak brightness and Dolby Vision 2nd-gen MAX suit emphasizing the viewing experience in bright environments.

Key takeaway 3: Pay attention to the policy variable in pricing.

1. The prices in the article are post-national-subsidy, showing that subsidies directly affect transactions.

2. Sellers should track national-subsidy policy changes, adjust quotes and inventory structure, and monitor the actual competitiveness of high-end products after subsidies.

3. Risks: high-end models are expensive, so restocking pace should be controlled. Opportunities: exclusive content modes and system upgrades can become new post-sales reasons to keep users engaged.

Key takeaway 1: Production demand for high-end TVs is clearly shifting toward Mini LED backlights and larger screens.

1. Hisense's Mini LED sales rose 23% YoY, sales of 98-inch-plus screens rose more than 50%, and its global share of 100-inch-plus TVs reached 55.1%.

2. This points to sustained order growth for Mini LED backlight modules, large-size panels, and high-gamut low-reflectance screens.

3. Factories should focus on the RGB three-chip direct-emission architecture, the core technology route of the new products.

Key takeaway 2: Product design should reserve room for picture quality and experience upgrades, rather than just adding hardware.

1. The new models require coordinated backlight, screen, picture-quality chip, and audio performance; for example, the XinXin AI picture-quality chip H7 handles overall tuning, and audio uses a Devialet 4.2.2-channel system.

2. The True Color Obsidian screen must simultaneously hit 103% of the BT.2020 color gamut and 1.28% reflectance, raising requirements for panel and coating processes.

3. Production should reserve hardware compute and interface capacity for software upgrades, because post-sales picture modes and system updates are key to keeping the experience fresh.

Key takeaway 3: Exclusive content modes create new customization opportunities.

1. Hisense launched exclusive picture modes for film, game, and anime content and tied them to specific product series.

2. This means factories must factor tuning adaptation for different content partners into the product design stage.

3. For upstream factories, co-developing a "hardware + content tuning" proposition with brands can be more competitive than selling standard products alone.

Key takeaway 1: Customer pain points in the TV industry are clear, and the solution is being redefined.

1. Traditional backlights lose fidelity through conversion, causing washed-out highlights and lost shadow detail; Hisense uses RGB three-chip direct emission to avoid this step.

2. Screen glare hurts daytime viewing; the True Color Obsidian screen reduces reflectance to 1.28%, a quantifiable and communicable selling point.

3. For high-end clients, service providers can offer professional services such as color-accuracy testing and low-reflectance evaluation.

Key takeaway 2: RGB-Mini LED and AI picture-quality chips create new service entry points.

1. Hisense has released three grading standards for RGB-Mini LED TVs, around which service providers can build inspection, certification, and purchase-consulting services.

2. The XinXin AI picture-quality chip H7 handles overall tuning, indicating that software-hardware co-tuning is becoming core to TV solutions.

3. New certifications such as Dolby Vision 2nd-gen MAX also give service providers a chance to help brands build product credibility.

Key takeaway 3: Software value-added services are a new growth space for the TV industry.

1. Hisense has launched exclusive picture modes for film, game, and anime content, using software updates to keep the experience fresh after hardware is sold.

2. The JUOS system supports intelligent Q&A, personalized desktop, and cross-device connectivity, creating new scenarios for smart TV system development and content distribution.

3. Service providers can get involved in picture-mode customization, content-platform integration, and system-update operations to offer brands continuous service solutions.

Key takeaway 1: Hardware brands are proactively tying themselves to content platforms, giving platforms an exclusive entry point for content adaptation.

1. Hisense partnered with bilibili to customize an exclusive mode for the animation Fanren, debuting on the E5S Pro in October.

2. It also partnered with S-Game to create an exclusive mode for the Chinese 3A game Phantom Blade Zero, to be released on October 29 on the UX, E8S, E7S, and U7T series.

3. Platforms can use "exclusive modes" to secure unique exposure and priority adaptation on large-screen TVs.

Key takeaway 2: Smart TV systems have become a new scenario for platform distribution and personalized services.

1. Hisense TVs run the JUOS system, with "Super Xiaoju" as the main entry point, supporting intelligent Q&A, personalized desktop, and cross-device connectivity.

2. Platforms can use the TV desktop and voice-query entry points to extend content recommendations to family users on big screens.

3. When TV hardware shipments are large enough, content platforms can obtain stable preload and update traffic.

Key takeaway 3: When entering platform partnerships, pay attention to version binding and scheduling risks.

1. The anime-exclusive mode debuts on the E5S Pro at launch; the game mode's release time and compatible models are also clearly defined.

2. Platforms should confirm the initial launch period, compatible models, and follow-up OTA upgrade arrangements with the brand to avoid disappointing users.

3. Also note that Hisense-branded TVs held a 14.56% global market share and shipped 29.9 million units in 2025, so a platform that secures TV channel cooperation can reach a very substantial audience.

Key takeaway 1: The TV industry is moving from pure price competition to competition over technical standards and high-end large screens.

1. Hisense's 2025 revenue declined slightly, but net profit grew 9.24% and average price rose about 5%, demonstrating the viability of a premiumization business model.

2. RGB-Mini LED is ramping up quickly; Hisense's release of three grading standards reflects the need for purchase criteria and industry norms as an emerging display technology rapidly goes mainstream.

3. Globally, Hisense ranked third with a 14.56% TV shipment share; Chinese TV brands are moving up the value chain through high-end large-screen products.

Key takeaway 2: The business model is showing a new trend of "hardware + ongoing software services."

1. Hisense optimizes picture quality by content type through Image Master Mode, game-exclusive mode, and anime-exclusive mode.

2. The JUOS system supports intelligent Q&A, personalized desktop, and cross-device connectivity, allowing TVs to keep updating the experience after sale.

3. This model extends one-time hardware sales into long-term services and content partnerships; its user retention and monetization logic deserves further observation.

Key takeaway 3: New questions and policy implications center on autonomy over key technology segments and interoperability.

1. Hisense holds a 55.1% share of global 100-inch-plus TV shipments and more than 75% of the domestic RGB-Mini LED market, showing high concentration in the premium segment.

2. For researchers and policymakers, the security of the technology chain in Mini LED backlights, high-gamut screens, and AI picture-quality chips warrants attention.

3. Governance issues also deserve scrutiny, including adaptation standards, data interoperability, and user rights protection in partnerships between TV systems and content platforms.