TMTPOST -- In China』s highly competitive consumer electronics landscape, companies are finding that partnerships across the supply chain are critical to staying ahead of rapidly shifting consumer preferences. One example is the three-year collaboration between display giant BOE Technology Group and e-commerce platform JD.com, which the two companies say is helping accelerate the journey from lab-based innovation to real-world consumer products.
Launched in 2021, the so-called 「Shuangjing Empowerment Initiative」 aims to build the shortest value pathway from display technology research to the end-user market. At the center of the partnership is a joint effort to integrate BOE』s display innovations with JD.com』s vast trove of consumer data, logistics expertise, and retail reach.
「The collaboration between BOE and JD.com is a joint effort where both sides are moving toward each other,」 said Liu Zhiqiang, Senior Vice President and Chief Technology Officer of BOE, in an interview. 「BOE possesses cutting-edge core technologies, but also needs to respond quickly to changing consumer demands. JD.com, as a technology and service company rooted in supply chain management, has a user base of 300 million high-quality profiles. Through this partnership, both parties complement each other』s strengths, not only empowering one another, but also driving value upgrades for partners across the industry chain.」
A key outcome of the tie-up has been the establishment of a Technology Innovation Joint Research Institute, where the two companies use a C2M (Customer-to-Manufacturer) model to co-develop products. JD.com』s data analytics help BOE test and refine new display technologies, while consumer feedback is fed directly into product development. Together, they also launched the 「S+ Display Certification Standard,」 which focuses on visual performance and user experience.
In addition, the two firms operate the BOE Technology Brand JD.com Self-Operated Flagship Store, positioned as the first online immersive technology experience center. It highlights smart terminals powered by BOE』s three display technologies — ADS Pro, f-OLED, and α-MLED — from major consumer brands.
Liu said the partnership is expanding well beyond consumer electronics. 「The collaboration between BOE and JD.com now goes beyond 3C products, extending into areas such as televisions, logistics, and public welfare. The next step for the 『Shuangjing Empowerment Initiative』 will focus on establishing a high-value industry alliance and advancing in three key areas: technology, ecosystem, and sustainability.」
The push comes as artificial intelligence reshapes the global consumer electronics sector. Research firm Sigmaintell Consulting projects shipments of AI-powered edge devices will surpass 600 million units by 2028, with large-format displays entering a new growth phase. Mini LED, ultra-high refresh rates, and ultra-large TV sizes are expected to dominate product upgrades. Sigmaintell forecasts global shipments of Mini LED TVs to reach 28.9 million units by 2028, making them mainstream in the mid- to high-end market.
Meanwhile, new AMOLED production capacity will reshape the notebook and monitor markets. By 2028, Hybrid OLED is projected to account for a quarter of the notebook display market, while Chinese panel makers are set to capture as much as 70% of global monitor shipments by 2026.
Yet competition is intensifying. Liu warned against 「involution」 — endless cost-cutting and price wars that erode industry value. BOE and JD.com』s proposed High-Value Ecological Industry Alliance aims to establish standards such as eye-care displays, promote sustainable green technologies, and replace zero-sum competition with collaborative development.
「No low-quality, low-price competition can bring long-term value,」 Liu said. 「We must reject involution and low-price competition, and instead focus on maximizing value for consumers and the entire industry.」
