CHANGHONG
A major Chinese consumer-electronics and home-appliance brand that developed from a defense-electronics manufacturer into a global television and appliance business.
Last updated October 9, 2026
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Overview
CHANGHONG, also known as Changhong and marketed internationally in some product categories under the CHiQ name, is the principal consumer-facing brand associated with Sichuan Changhong Electric Co., Ltd. The company is headquartered in Mianyang, Sichuan, and traces its origins to a state-owned machinery and defense-electronics enterprise established in October 1958. Its early activities were connected to China’s Third Front industrial program and included airborne fire-control radar systems. As demand for military production changed during the 1970s, the enterprise moved increasingly into civilian electronics, eventually making television its central business. Television manufacturing transformed Changhong’s scale and identity. The company invested in production capacity and technology, including cooperation with overseas manufacturers such as Panasonic for picture tubes and television production lines. Its output grew from more than 10,000 television units a year in 1980 to nearly one million units by 1988. Changhong helped expand television manufacturing in inland China and was recognized as China’s largest television manufacturer in the mid-1990s. Sichuan Changhong was listed on the Shanghai Stock Exchange in 1994, giving the business access to public-market capital while retaining its connection to the state-supported industrial structure of Sichuan and Mianyang. During the 1990s and 2000s, the brand broadened beyond television. Its portfolio came to include refrigerators, air conditioners, washing machines, projectors, DVD players, electronic components, batteries and selected mobile phones. The company also developed export relationships and contract-manufacturing activities. In 2004, Changhong was reported to have produced approximately 90 percent of the television sets exported from China to the United States, although its later direct presence in North America became much smaller. In the United States, CHiQ has been used for certain products, with television sales also appearing through online retail channels. Changhong’s relationship with Apex Digital in the United States became a major turning point and controversy. Changhong supplied Apex with televisions and DVD players, but the two companies later disputed hundreds of millions of dollars in unpaid obligations. The dispute resulted in the arrest in China of Apex chairman David Ji in 2004 and formal financial-instrument-fraud charges in 2005. Apex subsequently acknowledged a debt of approximately 150 million US dollars, while maintaining that it lacked the funds to repay it. The episode illustrated the credit and collection risks Chinese manufacturers faced while rapidly expanding exports through overseas distributors. In the following decades, Changhong pursued a broader intelligent-manufacturing and integrated-industry strategy. The wider Changhong group has been associated with businesses spanning consumer appliances, information technology, communications, components and batteries, and with several listed companies, including Sichuan Changhong, Changhong Meiling, Changhong Huayi and Changhong Jiahua. The CHANGHONG brand remains especially associated with televisions and mainstream household appliances, while the wider corporate group operates across a more diversified industrial base. In 2024, Changhong was ranked 283rd in World Brand Lab’s list of the world’s 500 most influential brands. Its current public identity combines long industrial heritage, Chinese mass-market appliance expertise, smart-home positioning and selective international distribution.
History
Changhong emerged from a large state-owned machinery enterprise established in China in the late 1950s. It was one of the industrial projects supported by the Soviet Union and formed part of the Third Front strategy, which placed strategic manufacturing capacity in China’s interior for national-security reasons. The enterprise initially concentrated on defense electronics, particularly airborne fire-control radar systems, rather than consumer goods. The decline in demand for military hardware during the 1970s encouraged a transition toward civilian production. Changhong gradually developed television capabilities and built the engineering, manufacturing and supply-chain systems required for high-volume production. Cooperation with overseas companies, including Panasonic, gave the enterprise access to picture tubes and advanced production lines. Television output exceeded 10,000 units annually by 1980 and approached one million units by 1988. The company helped establish Sichuan and inland China as important television-producing regions, where the area’s share of national television production rose from virtually zero to a substantial level. Changhong’s consumer-electronics identity became firmly established during the 1990s. It diversified its television technology and manufacturing base, expanded distribution across China and became the country’s largest television manufacturer by the middle of the decade. Sichuan Changhong was listed in 1994. The listing marked a significant institutional transition from a state industrial enterprise toward a publicly traded corporate structure, although the business continued to have close economic ties with Mianyang and Sichuan. The company entered a more aggressive international phase around the turn of the century. In 2001, it reached an agreement with Apex Digital, an American electronics company, and became a significant supplier of televisions and DVD players. Changhong’s export activity grew rapidly, and in 2004 it was reported to have accounted for roughly 90 percent of televisions exported from China to the United States. The Apex relationship later deteriorated over unpaid bills and disputed financial obligations. David Ji, Apex’s chairman, was arrested by Chinese police in October 2004 and formally arrested on financial-instrument-fraud charges in May 2005. Apex acknowledged approximately 150 million US dollars in debt in June 2005, but the amount remained unpaid according to the cited account. Ji was released on restricted bail in August 2005 without being indicted. After the Apex episode, Changhong continued to revise its development strategy and operating model. The company expanded beyond television into refrigerators, air conditioners, washing machines, projectors, DVD players, components, batteries and mobile phones. The broader group also developed interests in information technology, communications and intelligent integration. Its corporate network has included several listed entities, such as Sichuan Changhong, Changhong Meiling, Changhong Huayi and Changhong Jiahua. The brand’s international identity has increasingly included CHiQ, especially for selected smart televisions and home appliances. Nevertheless, the core CHANGHONG name remains strongly associated with Chinese television manufacturing and household appliances. International distribution has varied by market; in North America the brand has had a comparatively small presence, including online television sales and CHiQ-branded products. Changhong’s long-term differentiation rests on its combination of defense-industry engineering roots, large-scale television manufacturing, broad appliance coverage and a continuing shift toward connected and intelligent products.
- 2024
World Brand Lab ranking
[1]Changhong ranked 283rd in World Brand Lab’s World’s 500 Most Influential Brands list.
- 2004
Peak reported share of United States television exports
[1]Changhong was reported to have manufactured approximately 90 percent of television sets exported from China to the United States.
- 2001
Apex Digital supply relationship
[1]Changhong reached an agreement with American electronics company Apex Digital and became a major supplier of televisions and DVD players.
- 1995
Recognized as China’s largest television manufacturer
[1]Changhong was recognized as the largest television manufacturer in China.
- 1994
Sichuan Changhong becomes publicly listed
[1]Sichuan Changhong was listed as a publicly traded company, creating the listed corporate platform associated with the brand.
- 1988
Television output approaches one million units
[1]Television production rose to nearly one million units a year, reflecting the company’s rapid manufacturing expansion.
- 1980
Television production exceeds 10,000 units
[1]The company was producing more than 10,000 television units annually as its civilian-electronics business expanded.
- 1970
Shift toward civilian production
[1]During the 1970s, weakening demand for military hardware led the enterprise to develop civilian products and eventually concentrate on televisions.
- 1958
Industrial predecessor established
[1]Changhong traces its origins to a state-owned large enterprise established in October 1958 as part of China’s interior industrial and defense-development program.
Products and positioning
A broad-based, mass-market Chinese consumer-electronics and home-appliance brand with strong television heritage and expanding smart-home and international ambitions.
Televisions
Changhong televisions
Televisions are Changhong’s historic flagship category and the main product that established the brand nationally and internationally. The company moved into civilian television production during the 1970s, expanded through overseas technology cooperation and reached very large production volumes during the 1980s and 1990s. Changhong has continued to use television as a platform for smart, connected and internationally distributed products.
Smart televisions
CHiQ smart televisions
CHiQ is an international-facing brand name used by Changhong for selected televisions and other connected consumer products. It supports the company’s effort to present a more modern smart-home identity outside China while retaining Changhong’s manufacturing and engineering base.
White goods
Refrigerators
Refrigerators form part of Changhong’s white-goods portfolio. Their inclusion reflects the company’s expansion from television into a broader household-appliance range and its strategy of serving multiple appliance categories through a common corporate and distribution platform.
White goods
Air conditioners
Air conditioners are another established Changhong appliance category. They extend the brand beyond entertainment electronics into climate-control equipment and contribute to its positioning as a broad household-appliance supplier.
White goods
Washing machines
Washing machines are included among Changhong’s household-appliance products. The category is part of the brand’s broader white-goods expansion, although the available reference material does not identify specific models or launch dates.
Audio-visual electronics
Projectors and DVD players
Changhong has produced projectors and DVD players alongside televisions. DVD players were particularly relevant to the company’s export relationship with Apex Digital, while projectors broadened its audio-visual hardware offering.
Industrial electronics
Electronic components and batteries
The wider Changhong business includes electronic components and batteries, including nickel–iron battery manufacturing. These activities connect the consumer brand to the group’s industrial, engineering and component-manufacturing capabilities.
Mobile electronics
Mobile phones
Changhong has released selected mobile-phone models. The available material confirms the category but does not establish its current scale, product range or market importance.
Controversies
2005
Apex debt acknowledgment and financial-fraud case
Ji was formally arrested in May 2005 on financial-instrument-fraud charges. Apex acknowledged approximately 150 million US dollars in debt in June, but the debt was reportedly not repaid. Ji was released on restricted bail in August without being indicted.
2004
Changhong–Apex Digital financial dispute
Changhong accused Apex Digital chairman David Ji of using bad checks in a dispute involving hundreds of millions of dollars in obligations. Ji was arrested by Chinese police in October 2004 while visiting China.
Marketing campaigns
- 1958Third Front industrial development
China
Changhong’s predecessor was developed within China’s Third Front campaign, which promoted strategic industrial and defense capacity in inland regions. This was an industrial-policy environment rather than a conventional consumer advertising campaign, but it shaped the company’s location, engineering base and later manufacturing capabilities.
Outcome. Established the industrial foundation from which the later consumer-electronics brand developed.
Brand decisions
2004
Broaden the group beyond televisionStrategyBackground
Changhong’s development strategy and operating systems changed repeatedly as the company sought larger industrial scale and less dependence on a single product category.
Action taken
The wider group expanded into white goods, information technology, communications, components, batteries and intelligent integration.
Aftermath
Changhong developed a diversified industrial and appliance portfolio while retaining television as its best-known consumer category.
2001
Expansion through the Apex Digital supply relationshipM&ABackground
Changhong was seeking international volume and distribution as Chinese consumer-electronics exports expanded.
Action taken
The company entered an agreement with Apex Digital to supply televisions and DVD players.
Aftermath
The relationship increased Changhong’s United States exposure but later produced a major dispute over unpaid obligations.
1994
Public listing of Sichuan ChanghongStrategyBackground
After becoming a major television manufacturer, the enterprise required a corporate structure suited to continued expansion and access to public capital.
Action taken
Sichuan Changhong became a publicly traded company on the Shanghai Stock Exchange.
Aftermath
The listing established the principal public-company platform associated with the CHANGHONG brand.
1970
Move from defense electronics into civilian televisionsStrategyBackground
The company’s original defense-electronics activities faced lower demand as military production conditions changed during the 1970s.
Action taken
Changhong developed civilian manufacturing capabilities and made televisions the center of its commercial strategy.
Aftermath
The decision created the consumer brand’s main growth engine and led to rapid increases in production during the 1980s and 1990s.
Recent events
- Unconfirmed
JD.com launches a service standard for 100-inch TVs[3]
JD.com and industry organizations and television brand partners jointly launched a service standard for 100-inch TVs, setting goals for accurate surveys, on-time delivery and installation, and service quality, and offering free delivery and installation at home.
Changhong launches RGB MiniLED AI TV product matrix in Chengdu[4]
Reported:
On August 30, Changhong TV held its 2026 new product launch event in Chengdu under the theme "One glance, heart-stopping; the whole family moves together," unveiling its broadest and most complete healing-series AI TV RGB MiniLED product matrix, including flagship models Gold Label T70S, Zhuiguang Q60S Pro and D7S Ultra. The new lineup features eye-care technologies and the industry-first AI sports platform "Changhong Ledong."
- Unconfirmed
Changhong CHiQ 98Q8R wins technology innovation award[5]
Changhong's CHiQ 98Q8R television received the 2021 China Electronic Video Industry Association Technology Innovation Award.
Changhong launches CHiQ Yangwang 5G ecosystem appliance series[6]
Changhong launched the CHiQ Yangwang 5G ecosystem appliance series at AWE2021, with products spanning televisions, refrigerators, air conditioners and washing machines.
- Unconfirmed
Changhong releases AWE campaign teaser videos[7]
Reported:
Changhong released two teaser videos for its AWE campaign. The article says the videos generated discussion and featured Song Yi, a product experience ambassador for Changhong-Meiling.
CHiQ Q8K wins CES 5G+8K innovation gold award[8]
Reported:
Changhong’s CHiQ Q8K won the CES gold award for 5G+8K innovative intelligent connectivity technology.
Changhong products win CES-related awards[9]
Reported:
Changhong's V8SPro laser TV won the Gold Award for Laser Display Technology Innovation, and its CHiQ Q8K won the Gold Award for 5G+8K Innovative Smart Interconnection Technology. Changhong also received three listed annual rankings.
- Unconfirmed
Changhong launches Q6C dust-free air conditioner[10]
Changhong launched its Q6C dust-free air conditioner; the article also reports the launch of a full-DC inverter multi-split home air conditioner.
Changhong launches 8K television series[11]
Reported:
Changhong launched a series of 8K televisions on April 22, with the product line spanning 55-inch, 65-inch, 75-inch and 110-inch models. The televisions feature BOE 8K displays.
Changhong launches new 8K television lineup[12]
Reported:
Changhong held a global launch event and introduced several 5G and 8K televisions, including the 110-inch 8K Explorer TV 110Q7Max.
Showing the 10 most recent.
Sources21 sources
- 1Changhongen.wikipedia.org
- 2Changhong official websitechanghong.com
- 3京东推出百吋电视服务金标准tech.caijing.com.cn
- 4长虹在成都发布RGB MiniLED AI电视产品矩阵finance.sina.com.cn
- 5长虹CHiQ 98Q8R荣获科技创新奖myrb.net
- 6长虹发布CHiQ“仰望”系列5G生态成套家电donews.com
- 7长虹发布AWE预热视频finance.sina.com.cn
- 8长虹CHiQ Q8K荣获CES 5G+8K创新金奖finance.sina.com.cn
- 9长虹产品获得CES相关奖项projector.zol.com.cn
- 10长虹推出Q6C全无尘空调itbear.com.cn
- 11长虹推出系列8K电视tech.sina.com.cn
- 12长虹发布多款8K电视tech.sina.com.cn
- 13长虹与8家供应商签署战略合作协议tech.sina.com.cn
- 14四川长虹发布CHiQ极智屏智能电视finance.sina.com.cn
- 15499997元！长虹发布110英寸8K电视tv.zol.com.cn
- 16打造客餐厅细分市场 长虹发布客餐厅共享空调- DoNewsdonews.com
- 17四川长虹发布激光电视和智能投影新品finance.sina.com.cn
- 18长虹发布极智屏3.0新品Q8T PRO：内置腾讯音乐全生态 可一键K歌finance.sina.com.cn
- 19长虹空调上新了 客餐厅共享空调创新推动产业发展finance.sina.com.cn
- 20长虹推出Q6C全无尘空调 采用进风口全闭合设计jd.zol.com.cn
- 21BOE（京东方）携手长虹发布系列8K超高清电视finance.sina.com.cn
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