At this year’s Consumer Electronics Show, Haier (海尔) presented the world’s first TV set without any wire. To achieve this, Haier applied different already existing wireless technologies for the transmission of electricity, video signal, etc. The result is still a concept and will not be commercially available before two years. But Haier probably got what it wanted: the company managed to get some international coverage.

So far, Haier has been quite successful; but its biggest achievements have been  in a completely different market. Producing all kinds of electronic appliances, Haier has established itself as the number one brand in the Chinese countryside. There, Haier is a symbol for quality, affordable prices, good customer service, etc.

Haier has reached this desirable position by systematically studying and targeting the needs of the consumers in China’s countryside. Instead of wireless TV sets, Haier has built its name there by providing, for example, refrigerators that are protected from the bites of small animals.

In 2009, Haier benefited from one of the governments stimulus policies whose aim is to “bring electronic household appliances to the countryside” (家电下乡), and which consists of subsidies for the most needy.

Already now, Haier is a global company present in many countries. By showing to the world its wireless TV concept,  Haier has signaled that it aims to be successful in the high-end market segments around the world as well. Whether it will succeed is another story; but its strong position in its domestic market is unlikely to weaken soon, which should boost the company’s confidence.

Chinese sources: 海尔推出全球首台“无尾电视”; “家电下乡”冰箱拔头 海尔等大品牌受益大

According to a report by the China Electronics Chamber of Commerce (中国电子商会) documented in an article on Sina.com.cn, 2010 will be the year, when flat screen TVs will become the norm in China. What is meant by that, is that flat screens are getting common in third and fourth category cities (up to one million inhabitants).

This prediction is based on 2009 consumption trends. In 2009 the demand for flat screens jumped to 200 million units, which represents a 64% increase compared to 2008. The report predicts a 260 million units demand for 2010.

Equally, the demand for bigger screens is increasing as well. It is correlated with the third big tendency, the raise of domestic brands. Especially in the category of LCD screens that are bigger than 52 inch, domestic brands have a better quality-price ratio. It is also the domestic brands who are leading in opening up the “smaller cities” market.

Other notable trends are TV sets that connect to the Internet and LED screens. While only 5% of flat screens were LED screens in 2009, their share should increase in 2010 because of their better energy efficiency.

Chinese sources: 报告预测中国平板电视需求量明年将达2600万台; 中国平板电视进入制造、消费“双核心”时代

Every culture has its own specific needs and desires for day-to-day technology. This is what gadgets are for. They are at the junction between high-tech and daily routines.

At technological China, we cover China’s creation and use of technological gadgets.

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