Average Selling Price Concerns After Rampant Discounting Gets Hisense To #1 In TV Market

Rampant discounting has seen Hisense get to #1 last week in the Australian TV market ahead of both Samsung and LG.

A 70″Hisense 4K UHD TV that is listed on the Hisense web site with a recommended retail price of $4499 is selling at JB Hi Fi for $2,696. A 75″ model that is list with a RRP of $5,499 is sell for $3,998.

Concerns have been raised by Harvey Norman franchisees about the rampant discounting with claims that the move is bringing down the average selling price for Ultra HD 4K TV’s.

“There is defiantly a TV war going on” said a NSW franchisee.

“The problem is the lower the prices go the less margin we make especially with a new category like 4K UHD TV’s. This strategy will only hurt retailers long term” they said.

Questions have also been raised about whether the new Hisense TV’s actual deliver HDR as advertised on the Hisense web site.

‘HDR’ stands for High Dynamic Range, it’s being described as the next big thing in TV world. The term originates in photography, and refers to a technique that heightens a picture’s dynamic range – the contrast between the brightest whites and the darkest blacks.

ChannelNews has been told that the Hisense TV’s being discounted out need a software update to deliver HDR.

About Post Author

David Richards

David Richards has been writing about technology for more than 30 years. A former Fleet Street journalist, he wrote the Award Winning Series on the Federated Ships Painters + Dockers Union for the Bulletin that led to a Royal Commission. He is also a Logie Winner for Outstanding Contribution To TV Journalism with a story called The Werribee Affair. In 1997, he built the largest Australian technology media company and prior to that the third largest PR company that became the foundation company for Ogilvy PR. Today he writes about technology and the impact on both business and consumers.