On October 21, 2026, Zhu Bin, the rotating Secretary-General of the LED Display Application Branch of the China Optics and Optoelectronics Industries Association (COOIA), moderated the "Leaders Dialogue," discussing the "Breakthrough of CNY 50 Billion Output Value and To C Trends" with six industry chain guests.
In recent years, discussions about "moving toward the consumer end (To C)" have been common in the industry but were largely directional calls. The difference this time is that seven guests from chip packaging, display control drivers, complete machine brands, panel giants, and COG technology routes gave highly consistent judgments on the same occasion regarding the same question—LEDs entering homes is a definite direction, and it will happen faster than expected. This cross-segment consensus is more noteworthy than statements from any single enterprise.
The six guests cover:
Representative of display control driver enterprises: Yuan Shengchun, Chairman and General Manager of NovaStar
Representative of home giant screen brands: Li Mantie, Founder, Chairman, and President of Ledman Optoelectronic
Representative of LED display complete machine brands: Zhao Kai, General Manager of Absen Optoelectronic (Huizhou)
Representative of cross-border panel enterprises: He Huailiang, Vice President of HKC Corporation Limited
Representative of TFT glass-based COG enterprises: Huang Xiuqi, General Manager of Vistar Display
Representative of chip packaging enterprises: Jiang Zhongyong, Chairman and General Manager of Multi-Color, Founder of Silan Mingxin
After the meeting, Hangjiashuo Display conducted an in-depth exchange with Secretary-General Zhu Bin. Synthesizing the views of the seven guests, it can be seen that from upstream chip packaging to display control drivers, from complete machine brands to panel giants, and from COB to COG, all segments of the industry chain have basically formed a consistent judgment: To C is the only visible path to break through the CNY 50 billion ceiling and move towards trillions.
Why Must To C Break the CNY 50 Billion Ceiling?
The LED display industry has lingered at the CNY 50 billion scale for a long time. In the traditional To B engineering market, this figure is close to the ceiling—commercial large screens, conference rooms, exhibition halls, and outdoor advertising have been fully penetrated, leaving limited incremental space. The cross-border entry of panel manufacturers indirectly confirms this point.
In the post-meeting exchange, Zhu Bin judged that panel giants such as BOE, TCL, and HKC are investing billions of RMB to build COB bases. "If they were merely targeting existing To B scenarios, they would not have been attracted here; their ultimate goal is to push towards To C." Currently, entering conference rooms, malls, and exhibition halls is just a "trial process using Mini LED chips." This means that panel manufacturers bring not only capacity and cost advantages but also a strategic bet on the To C track.
Yuan Shengchun's judgment was more direct: "Moving from CNY 50 billion to CNY 100 billion makes To C the only choice; it is almost the only market where such huge space can be seen."
Li Mantie provided quantitative expectations: Assuming this year or next is the inaugural year, global annual revenue will reach CNY 100 billion in 10 years, and definitely trillions in 20 years.
He Huailiang used the historical path of 85-inch and 100-inch displays to extrapolate for 163-inch displays: If development follows the same trajectory, prices dropping to CNY 100,000 and shipments reaching 300,000 units within three years could result in an industry output value of CNY 30 billion.
These judgments point to the same conclusion: The To B market cannot support hundreds of billions or trillions; To C is a hurdle the industry must cross, not an option to choose between.
To C Is Not Just Living Room TVs, But a Reconstruction of Three Logics
A recurring consensus among the seven guests is that moving from To B to To C is not a channel switch, but a reconstruction of underlying logic. This reconstruction occurs at least on three levels.
The first level is product logic: shifting from "specifications and parameters" to "user experience." Zhao Kai stated clearly: "Products talk about specifications and parameters; commodities, besides specifications and parameters, must also talk about brand, service, and price—price is not a single cost but the total lifecycle cost for users from wanting to buy to completing the purchase." He proposed changing marketing from 4P to 4C (from engineering thinking to user thinking), which is a compliance responsibility in the To C era, emphasizing that "truly doing To C must start with user experience."
He Huailiang's expression was more specific: "To B involves non-standardized, engineering-nature projects where on-site repair is possible and minor defects are acceptable; To C is different, starting with the experience upon unboxing." If installing a 163-inch TV takes 8 hours without success, installation itself becomes a problem, let alone image quality, sound quality, and energy consumption.
Yuan Shengchun focused on display effects, pointing out that some current screens are "not delicate or soft enough, causing fatigue after prolonged viewing," far from impressing consumers. NovaStar spent seven years developing PWM+PAM hybrid driving, aiming to make consumers "unable to look away and want to buy immediately."
The second level is responsibility entity: CCC certification is the legal ticket for To C. Zhao Kai clarified the relationship between CCC and To C: CCC is a mandatory legal certification, not a product rating or award selection. "Saying it can be optional is wrong; there is no choice before the law." In the To B era, contractors could provide on-site guarantees and accept minor defects; To C faces millions of households. If products fail in users' homes, without CCC, there is no safety guarantee, no basis for insurance claims, and no foundation for brand trust.
"Passing CCC does not guarantee zero fires, but the probability of protection is significantly higher." He asked rhetorically: When exporting, UL and CE standards are strictly followed; why is the legally mandated CCC in China not enforced? We check for CCC even when buying power banks; why does the industry persist against this? It should be a public responsibility. In Zhao Kai's view, CCC is not a bonus item but the baseline for To C access; without it, there is no qualification to discuss user trust.
The third level is category definition: Do not sell it as a TV. Li Mantie's five-year practice is most persuasive. Ledman's evolution from "Super TV" to "Home Giant Screen" to "Home Giant Screen Wall" reflects iterative changes in category perception: It cannot be sold as a TV, nor just called a giant screen; it is ultimately defined as a wall—not sold as an electronic product, but as high-end building material—a wall that brings visual emotional value to people.
This wall has at least 12 major values. Watching movies, dramas, and sports are basic values; there are also emotional, artistic, spatial, social, and healing values. The initial target group is approximately 1‰ of high-net-worth individuals. "Do not ask them to buy a CNY 10,000 TV; buy a CNY several hundred thousand Home Giant Screen Wall, which brings emotional value far exceeding the price."
Zhu Bin added: "Simply saying it replaces LCD TVs will never allow this approach to enter homes." He proposed that LEDs entering homes is not about replacing TVs but expanding and extending large-size TVs. "We need to look at LED screens for To C from a completely new dimension."
Combining these three levels forms the core of Viewpoint 1: To C is not selling a shrunk version of engineering screens, but redefining products, clarifying responsibilities, and creating new categories. Those still stuck in the engineering mindset of "making screens smaller and prices lower" will not enter homes.
Direction Is Certain; Pace Is High-End First Then Popularization, Experience First Then Cost
The second consensus is on pace. None of the seven guests believe entering homes happens overnight, but none doubt the direction. Differences lie only in "how fast," behind which is a clear promotion logic.
In terms of path, cut into the high-end first, then discuss popularization. Yuan Shengchun divided To C into two steps: "The first step targets early adopters insensitive to price, maximizing experience to stimulate purchasing desire; the second step aims to bring terminal prices under CNY 100,000, which requires significant work."
Jiang Zhongyong calculated from the user perspective: "For families who can install 160–200 inch screens, money is not the primary concern." At this stage, reliability and performance are paramount. Enter high-net-worth homes and villa home theaters first, then discuss mass adoption.
Zhu Bin's judgment aligned: "Let a minority of wealthy and high-end users try larger sizes and use them first." Only when they see immersive scenes might young people and children stop being glued to smartphones.
He Huailiang's deduction followed the same logic: Below 100 inches, 4K cannot compete with LCD; opportunities lie above 100 inches. Start with high-end integrated machines like 163-inch and 136-inch, then follow the price reduction path of 85-inch and 100-inch displays. Huang Xiuqi provided a timeline based on technical cycles: "LED displays can enter homes in 2–3 years, but true volume depends not only on market development but also on the roughly two-year construction cycle of heavy-asset production lines."
Regarding bottlenecks, price is not the primary obstacle; reliability and image quality are. This is the most consistent point among the seven guests.
Jiang Zhongyong said: "In a home setting, noticing one or a few dead pixels matters greatly. Therefore, solving quality stability—issues like caterpillar artifacts and dead points—must be improved to be steadier and better before entering homes."
Yuan Shengchun prioritized reliability over cost: "A broken lamp bead is a fatal complaint. This may be the biggest challenge in the industry, greater than the cost challenge."
Zhu Bin elaborated on image quality experience: Requirements for the azure blue of seawater, precision in low light, and color accuracy are high. Without deep improvements in control and algorithms, the scene feels unreal, making it inferior to watching TV.
He further pointed out that this cannot be solved by a single segment; it requires joint efforts across packaging, complete screens, and control ecosystems: consistent lamp beads, reliable screens, fine grayscale, and durability.
Huang Xiuqi supplemented from the technical side: Glass substrates use TFT backplanes for AM driving, achieving pixel-level point-to-point control. "This is the true difference." Connecting small chips with high voltage is the optimal choice at the current stage; as chips become smaller in the future, costs will definitely decrease.
In terms of ecosystem, content must keep pace; otherwise, hardware value cannot be realized. Li Mantie pointed out that 4K/8K becomes a rigid demand for screens above 135 inches. Creative content allows the screen to appear as a marble or art wall in normal times.
Zhu Bin explained the content ecosystem logic more completely: "Past TV content was fine on 40-inch or 60-inch screens but becomes a major issue on 160-inch screens, calling for 8K or even super-8K content." Meanwhile, 8K shooting equipment has moved from "sky-high prices" to "affordable for many." Combined with AI technology, shooting, post-editing, and creating new content become feasible. With increasingly powerful AI capabilities, clearer shooting devices, and improved display technology, "we must look at LED screens for To C from a completely new dimension."
On the manufacturing side, cross-border entry by panel manufacturers is accelerating this process but also reshaping industrial division of labor. He Huailiang outlined HKC's pace: "For COB, the best case is losing money in the first year, turning profitable in the second, and gaining profit in the third." HKC is currently profitable. Film transmittance increased from 40% to 60–70%; a 163-inch unit with 9 screens and 3 modules can be assembled in 30 minutes; the Canton Fair received orders for 200 trial units; next year expects 2,000–3,000 units. The near-term target is a retail price under USD 30,000 for 163-inch units.
Huang Xiuqi supplemented from the technical route: "MIP and COG are not substitutes, nor do they split by scenario; they essentially address different aspects. TFT glass-based refers to using a TFT backplane for driving. The chip emission process on top is compatible, so MIP can also be used."
Combining these two points forms the core of Viewpoint 2: Entering homes is a certain direction, but the pace is "high-end first then popularization, experience first then cost." The real bottleneck is not price but reliability, image quality experience, and content ecosystem. Whoever first achieves "no failures, good looks, and rich content" will get the ticket to the home market first.
Hangjiashuo Summary: Direction Set; Remaining Issues Are Time and Execution
The value of this dialogue lies not in the seven guests providing a unified timetable—some say next year is the inaugural year, reaching CNY 100 billion annually in 10 years; others say entry is possible in 2–3 years, with volume depending on capacity and market; some use the historical path of 85-inch and 100-inch displays to extrapolate CNY 30 billion for 163-inch displays—but in their convergence on the same direction from different positions in the industry chain: To C is the only choice for LED displays to break through CNY 50 billion and move towards trillions. Moreover, people are already walking this path, products are shipping, and production lines are ramping up.
However, this dialogue also offered sober reminders: To C is not moving engineering screens into living rooms but reconstructing product logic, responsibility entities, and category definitions; the bottleneck for entering homes is not price but reliability, image quality, and content; the pace must prioritize cutting into high-end and focusing on experience before discussing popularization and cost. CCC compliance is the baseline, full ecosystem collaboration is the method, and win-win value chains are the prerequisite.
As Zhu Bin stated: "LEDs entering homes is not simply replacing TVs but expanding and extending large-size TVs." Yuan Shengchun said, "To C is the only choice." Li Mantie projected "CNY 100 billion in 10 years, trillions in 20 years." He Huailiang noted, "If prices drop to CNY 100,000 and shipments reach 300,000 units in three years, industry output value will be CNY 30 billion." Huang Xiuqi indicated, "Entry possible in 2–3 years, volume depends on capacity." The direction is clear; what remains is a matter of time and execution. For the LED display industry, the CNY 50 billion ceiling is not the endpoint; the future To C is the threshold that truly needs to be crossed.