OZ TV Market Faces Radical Shakeup As Brands Like Changhong Flex Their TV Muscle

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The Australian TV market is facing a radical shakeup with brands like Samsung, Panasonic, Sony and LG now delivering a new level of display sophistication and technology. Among the brands pushing for a place in the mid tier market is Chinese brand Chaghong, who believe they have the right technology with their new 65 inch Ultra High Definition TV and Smart TV applications along with “mid-tier market” pricing.

According to Michael Cacciola, Director of Sales & Marketing at Changhong, his company has a proven track record delivering TVs for the fast growing Chinese market.

“Brands like Hisense and Changhong are among the biggest providers of TVs in China. We manufacture our own TVs unlike a lot of the brands that are on sale in Australia today. A lot of the cheaper brands that are being sold in Australia are made in tier two factories in China with a brand logo simply stuck on the front of a TV. Changhong not only researches and delivers new TV technology but we have the capacity to deliver an excellent product at a low price because of the volumes that we are producing for China and the rest of the world”.
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New 65″ Ultra High Definition TV

Cacciola said he passed up recently on a request from Harvey Norman to produce a sub $200 TV for the Australian market. “While we have a budget range of TVs, we don’t want to give away margin, With this sort of deal there is no margin and you end up being branded a cheap bottom end TV brand,” he said.

The low cost TV for Harvey Norman was eventually supplied by TCL.

At the recent CES show Changhong revealed a range of new UHD TVs that will go on sale in the second half of 2013, pricing for the 65 inch Ultra High Definition model is tipped to be sub $7,000.


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At this year’s CES show Changhong introduced several new Smart TVs, 3D TVs, 3D Projectors, OLED Smart Phones, a new range of home appliances and convergence products. Among the new range is a black refrigerator with a smart tablet interface.

Changhong, Samsung and LG were among several brands named in the Global Top 20 TV Brands list. Changhong also won the “Top Brand” prize in a separate Chinese Awards along with the “Global Annual Green Innovation Award”. It gave great recognition to Changhong in practices of “Low-Carbon Life”.

“In 2013 we believe we can deliver excellent product options for the Australian market. We are currently in The Good Guys and Harvey Norman and will be selective as to which retailers we do business with. We have had approaches from several retail chains for our new range and we are currently in discussions with several new retail partners” Cacciola said.


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New black appliances design

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