Summary
- Market Overview: August 2025 saw Chinese TV shipments decrease by 9.6% year-on-year, despite a monthly surge of 33.9%.
- Key Players: Hisense, TCL, and Xiaomi dominate the market, holding over 95% market share collectively.
- Trends: High-end segments remain underrepresented, with a focus on more affordable, introductory products.
The state of China’s television market has captured significant attention in August 2025, showcasing varied trends among major brands. Recent data unveiled by RUNTO reveals that shipments of branded TV units reached 2.49 million, marking a worrying year-on-year decline of 9.6%, juxtaposed with a robust monthly increase of 33.9% from July.
Year-on-Year Trends in Retail
Online retail analysis indicates a downward trend in the sector. July 2025 witnessed a staggering 17.6% decline in retail volume across open retail channels, excluding specific content e-commerce platforms. The downward trajectory persisted into August, with retail volumes falling by 18.6%, and sales experiencing a dip of 13.8%.
Leading Brands and Market Dynamics
In August 2025, the television market was primarily led by eight prominent brands: Hisense, TCL, Xiaomi, Skyworth, Changhong, Konka, Haier, and Huawei. The aggregated shipments of these brands totaled approximately 2.407 million units, reflecting an 8.1% year-on-year decrease, yet they maintained a robust market share exceeding 95%.
Among these, Hisense, TCL, and Skyworth demonstrated relative resilience, combining for around 1.55 million units in shipments—a year-on-year decrease of only 6.1%, resulting in a substantial combined market share of 62.2%. Notably, Xiaomi, which includes its sub-brand Redmi, reported shipments of about 470,000 units, capturing a commendable market share of 19%.
Meanwhile, the following brands—Changhong, Konka, and Haier—collectively managed fewer than 350,000 units, marking a year-on-year decrease of 10.3% and holding a combined market share of approximately 13.3%. Sector giant Huawei, with shipments of about 600,000 units year-to-date, has seen modest setbacks compared to last year, forecasting less than one million units for the entire year.
Foreign Brand Performance
The quartet of major foreign brands—Samsung, Sony, Sharp, and Philips—continues to struggle, with shipments lingering in the lower thousands during August. The overall market remains predominantly characterized by demand for introductory and cost-effective products, relegating high-end models to a lower sales proportion. This situation aligns with the strategic focus of companies like Huawei, Samsung, and Sony on premium offerings, which explains their current performance—albeit underwhelming.
Conclusion
In summary, the Chinese TV market in August 2025 reflects challenges for several brands, coupled with rising competition for market share. While domestic brands like Hisense, TCL, and Xiaomi are successfully navigating these uncertainties, the performance of foreign brands signals a need for strategic reassessment to enhance their market presence. The focus on affordable products and the evolving consumer preferences will likely dictate the next phases of growth in this dynamic market.
