Online and offline TV sales both experienced declines around the 618 shopping festival in China from May 24-June 20 in terms of volume but posted mixed results in sales value, according to data compiled by AVC.

Online TV sales during the period fell 19.6% on year to 2.655 million units, but sales value went up 25.7% to CNY8.16 billion (US$1.224 billion).

According to AVC data, offline sales reached 868,000 units, down 26.9%, with sales value also dropping 5.2% to CNY4.78 billion.

However, the ASP of TVs sold through the Internet surged 56.2% on year to CNY3,075, as vendors have been forced to raise their quotes due to increased costs for upstream materials and parts, including glass substrates, LCD panels and display driver ICs.

The rising production costs have also prompted TV vendors to adjust their product structure by enhancing their deployments in large-size segments, said industry sources.

Among the top 100 best-selling models sold during the festival, 34 models were available in 65-, 70-, 75-inch and above sizes, compared to 20 available a year earlier, according to AVC.

Furthermore, models sized 65-inch and above accounted for 38.1% of total sales, increasing 15.5pp from a year. Meanwhile, competition in the mid-tier segment for models ranging from 65-,70- to 75-inch sizes with a price tag from CNY2,000 to CNY6,000 was the most severe during the shopping festival.