Against the backdrop of increasingly fierce competition in the global consumer electronics market, TV accessories, as a crucial link in the industrial chain, are facing multiple challenges such as intensified trade barriers, homogeneous competition, and upgraded technical standards. Among them, universal LCD motherboards, backlight strips, and LNBs (Low Noise Blocks) serve as core TV accessories, with differentiated market demand characteristics: the market size of China’s universal LCD motherboards is expected to reach 6.23 billion yuan in 2025, the backlight strip market size is approximately 4.85 billion yuan, and the LNB market is growing at a rate of 7.8% driven by the popularization of satellite TV. This set of data not only highlights the potential of the segmented market but also reveals the urgency of industrial upgrading. This article will explore how enterprises producing these three types of TV accessories can achieve breakthrough growth in foreign trade from four dimensions: market trend analysis, product value reconstruction, channel model innovation, and compliance system construction.
I. Trend Analysis: Grasping Three Core Incremental Markets
The global TV accessory market is showing structural differentiation, and accurately positioning incremental markets is the premise of breaking through. From a regional perspective, countries along the “Belt and Road” have become the most potential emerging markets. These regions have strong demand for cost-effective audio-visual accessories and have high dependence on China’s supply chain due to limited local manufacturing capabilities. Compared with the 5%-8% growth rate of traditional European and American markets, the import volume of TV accessories in Southeast Asia, the Middle East and other regions has an average annual growth rate of 15%-20%. Among them, Indonesia, Saudi Arabia and other countries have seen a year-on-year surge of 32% in the import volume of adapters in 2024 due to infrastructure investment and consumption upgrading.
Segmented markets spawned by technological iteration also deserve attention. With the popularization of 4K/8K ultra-high-definition TVs (the global penetration rate is expected to exceed 45% in 2025), the demand for universal LCD motherboards supporting HDR10+ and high refresh rates has surged. These products have higher integration and stronger computing capabilities, and their unit price can reach 2-4 times that of ordinary motherboards, accounting for 52% of sales in the Yangtze River Delta region. In the field of backlight strips, Mini LED technology is accelerating the replacement of traditional LEDs, and the penetration rate of Mini LED backlight strips with high brightness and low power consumption in high-end TVs is expected to exceed 20% by the end of the year. LNB products are upgrading to high-definition and two-way communication, and the demand for LNBs supporting 4K satellite signal reception in European and Middle Eastern markets has an annual growth rate of over 15%, becoming a key track for differentiated competition.
Policy-driven markets present sudden growth opportunities. China’s home appliance trade-in policy drove a 6.8% growth in TV retail sales in 2024, of which 37.2% were sold through trade-in channels, directly driving the demand for supporting accessories. This policy dividend is extending overseas: the EU’s “Carbon Border Adjustment Mechanism” (CBAM) is forcing enterprises to upgrade green products, while the U.S. “CHIPS and Science Act” provides subsidies for smart hardware, creating access opportunities for Chinese accessory enterprises with technological advantages.
II. Product Breakthrough: Transition from “Cost-Effectiveness” to “Value Innovation”
(I) Technological Upgrading to Build a Moat
The core of getting rid of homogeneous competition lies in technological innovation. The current market presents the characteristics of “saturated basic models and insufficient high-end models”: in the field of universal LCD motherboards, the profit margin of entry-level products is less than 6%, while the gross profit margin of smart motherboards supporting AI image enhancement and multi-interface expansion can reach more than 30%; in the backlight strip market, traditional LED strips face fierce price competition, while Mini LED strips maintain a gross profit margin of 28%-35% due to technical barriers; in LNB products, standard-definition models still account for 60%, but high-definition two-way models are growing significantly. Enterprises should focus on three major technological directions: first, upgrading core components – universal LCD motherboards should accelerate the development of solutions integrating AI chips and supporting 8K decoding, backlight strips should promote breakthroughs in Mini LED chip packaging technology, and LNBs should develop high-definition receiving modules supporting the DVB-S3 standard; second, integrating intelligent functions – motherboards should add voice control and device linkage interfaces, light strips should develop color temperature adjustment and intelligent dimming functions, and LNBs should integrate network communication modules to achieve two-way data interaction; third, green and low-carbon technology – motherboards should use low-power chips, light strips should use environmentally friendly packaging materials, and LNBs should optimize circuit design to reduce energy consumption, so as to meet the certification requirements of EU CE, US ENERGY STAR and other standards in advance.
(II) Scenario-Based Solution Design
Transforming from a single product to a scenario-based solution is the key to increasing added value. Design customized packages for different user groups: launch “complete machine supporting solutions” for TV整机 manufacturers, providing one-stop procurement combinations of universal LCD motherboards + backlight strips + LNBs, with exclusive driver programs and debugging services; develop “maintenance upgrade packages” for the maintenance market, including motherboards and light strips of different models and installation tools, attached with detailed fault diagnosis manuals; provide “system integration solutions” for overseas satellite TV operators, integrating high-definition LNBs, signal splitters and debugging equipment. A Pearl River Delta enterprise launched a “4K TV upgrade kit” (including smart motherboards + Mini LED backlight strips), and through cooperation with local TV brands, achieved a quarter-on-quarter growth of 95% in export volume, proving the strong driving effect of scenario-based marketing.
(III) Quality System Upgrade Project
Compliance certification has become a “pass” for foreign trade access. By the end of 2024, 87% of mainstream TV brands have completed environmental certification, and accessory products are being included in unified supervision. Enterprises need to establish a full-process quality control system: universal LCD motherboards need to pass EU RoHS 3.0 and US FCC certifications to ensure the compliance of chips and electronic components; backlight strips must comply with EU ERP energy efficiency standards to limit mercury content; LNB products need to pass CE (EU), FCC (US), GCF (Global Certification Forum) and other certifications to ensure signal reception stability and electromagnetic compatibility. It is particularly worth noting that the EU’s new “Waste Electrical and Electronic Equipment Directive” (WEEE 2.0) will be implemented in 2026, requiring the product recycling rate to increase to 85%. Enterprises need to adjust product design in advance: universal LCD motherboards adopt modular circuit design, backlight strips optimize lamp bead arrangement for easy disassembly, and LNBs simplify the shell structure to improve recyclability.
III. Channel Innovation: Building an Omni-Channel Digital Marketing Network
(I) In-Depth Operation of Cross-Border E-Commerce
The traditional foreign trade model is accelerating its transformation to digitalization. Enterprises should focus on laying out “brand flagship stores” on platforms such as Amazon and eBay, and carry out data-driven operations according to the characteristics of the three types of products: universal LCD motherboards highlight technical parameters such as chip models and decoding capabilities, and produce motherboard test videos to show performance; backlight strips emphasize indicators such as brightness, power consumption and lifespan, and attach comparison charts of actual installation effects; LNBs focus on selling points such as signal reception sensitivity and compatibility, and provide satellite signal adaptation guides for different regions. Launch differentiated Listings for different sites: for example, European and American sites emphasize technical certification and high-end performance, while Southeast Asian sites highlight cost-effectiveness and maintenance convenience; carry out “in-site advertising + off-site KOL” linkage marketing, and cooperate with TV maintenance bloggers and electronic review KOLs to conduct product actual tests to increase brand exposure. Data shows that in 2024, the cross-border order volume of universal LCD motherboards supporting technical parameter customization increased by 82% year-on-year, indicating that precise marketing can effectively drive the demand of professional buyers.
(II) Localized Penetration of Offline Channels
The construction of offline channels in emerging markets is particularly crucial. In Southeast Asia, cooperate with local TV maintenance chain institutions to establish a replacement parts supply network for universal LCD motherboards and backlight strips; in the Middle East market, settle in electronic accessory stores in core business districts such as Dubai Mall, set up LNB product experience areas, and demonstrate high-definition satellite signal reception effects; in the European market, establish strategic cooperation with chain channels such as Media Markt, and include high-end Mini LED backlight strips and smart LCD motherboards in their “TV upgrade accessory areas”. For key markets, consider setting up overseas warehouses to reserve motherboards and light strips of commonly used models to shorten the delivery cycle of maintenance parts. Data shows that the response speed of maintenance parts orders shipped from overseas warehouses is 3-5 days faster than direct mail, and customer satisfaction is increased by 25%.
(III) Empowerment of B2B Cross-Border E-Commerce Platforms
Platforms such as Alibaba International Station and Made-in-China are still important channels for obtaining bulk orders. Enterprises should optimize platform store operations: produce multi-language versions of technical specifications, certification reports and installation manuals for the three types of products, universal LCD motherboards highlight compatibility test data, backlight strips attach lifespan test reports, and LNBs provide adaptation schemes for different satellite frequency bands; show motherboard SMT production lines, light strip assembly workshops and LNB debugging laboratories through the “live factory tour” function to enhance buyer trust; participate in “consumer electronics accessories special exhibitions” held by the platform to push products to TV整机 manufacturers, maintenance service providers and satellite TV operators. For major customers with annual procurement volume exceeding one million US dollars, provide customized services, such as logo customization for universal LCD motherboards, color temperature customization for backlight strips, and frequency band customization for LNBs, to establish long-term and stable cooperative relationships.
IV. Compliance Guarantee: Establishing a Global Risk Prevention and Control System
(I) Dynamic Monitoring of Trade Policies
The uncertainty of the global trade environment has increased, and enterprises need to establish a policy monitoring mechanism. Focus on the tariff reduction policies of RCEP member countries, and use the regional accumulation rule to reduce the tax burden of electronic accessories such as universal LCD motherboards and backlight strips; track the anti-dumping and countervailing investigations on Chinese electronic products by Europe and the United States, and make cost accounting and price strategy adjustments for LNB products in advance; pay attention to the update of technical regulations in various countries, such as the new list of restricted hazardous substances in electronic components under the EU REACH regulation and the new energy efficiency requirements for TV accessories by the US FDA. It is recommended to establish a dedicated compliance team or cooperate with professional consulting institutions to ensure that the three types of products meet all access requirements of the target market, especially the radio frequency use license involved in LNB products.
(II) Supply Chain Resilience Construction
Geopolitical conflicts and repeated epidemics highlight the importance of supply chain resilience. Enterprises can adopt the “China + 1″ production layout, set up SMT patch factories for universal LCD motherboards and assembly factories for backlight strips in Southeast Asian countries such as Vietnam and Malaysia to reduce the risk of a single production location; sign long-term cooperation agreements with core chip suppliers (such as MediaTek and MStar) and LED lamp bead manufacturers (such as Sanan Optoelectronics) to lock in the prices of key raw materials for universal LCD motherboards and backlight strips; establish a supply chain emergency response mechanism, and formulate alternative supplier plans for problems such as the shortage of high-frequency head chips required for LNB products. Data shows that TV accessory enterprises with diversified supply chains had a 28% higher order delivery rate than enterprises with a single supply chain during the global logistics crisis in 2024, and the delivery stability of universal LCD motherboards was the most significantly improved.
(III) Intellectual Property Protection Strategy
Intellectual property disputes have become one of the major risks for foreign trade enterprises. Enterprises should strengthen the patent protection of independent R&D results, and conduct patent layout for the circuit design of universal LCD motherboards, the heat dissipation structure of backlight strips, and the signal amplification circuit of LNBs in major export markets; avoid infringing on the intellectual property rights of others, and conduct a comprehensive search of the technical solutions and appearance designs of the three types of products, especially the decoding algorithm involved in universal LCD motherboards and the modulation and demodulation technology of LNBs; cooperate with professional law firms to establish an intellectual property risk early warning mechanism to quickly respond in case of litigation. For backlight strips and LNB products with unique appearance designs, industrial design patents can be registered in markets such as the EU and the US to enhance the legal protection of products.
Post time: Oct-31-2025
