The Rise of Chinese TV Brands: A Forecast for Dominance by 2028
Summary:
- Chinese TV brands, led by Hisense, TCL, and Xiaomi, are poised to surpass Samsung as the leading global TV manufacturers by 2028.
- Increasing shipments and strategic overseas expansions are key factors in this anticipated shift.
- Foreign brands like Samsung and LG face declining shipments and profitability challenges.
Recent projections indicate a transformative shift in the global television market by 2028. According to analysis from Overrivo, Chinese brands are expected to break Samsung’s longstanding monopoly and emerge as the top manufacturers in global TV shipments.
This forecast is supported by the outstanding performance of leading Chinese brands such as Hisense, TCL, and Xiaomi. Each of these companies is leveraging specific advantages in order to secure their positions among the top five brands worldwide.
Current Market Landscape
As of the third quarter of 2025, the global TV market’s leading brands in terms of shipments include Samsung, Hisense, TCL, LG Electronics, and Xiaomi. This ranking highlights the increasing competitiveness of Chinese manufacturers on the world stage.
The rise of Chinese brands is marked by their strategic expansion and the ability to capitalize on favorable supply chain conditions. Hisense and TCL, in particular, have demonstrated substantial year-over-year increases in shipments, enabling them to gain considerable market share in international markets.
Key Drivers of Growth
The momentum behind Chinese TV brands can be largely attributed to several strategic initiatives:
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Global Expansion: Chinese manufacturers are aggressively pursuing international markets, effectively leveraging economies of scale and enhanced distribution channels to enhance their reach.
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Supply Chain Advantages: The manufacturing efficiencies and lower production costs inherent in China’s supply chain give domestic brands a competitive edge when it comes to pricing and volume.
- Innovative Offerings: Enhanced product features and a focus on technology integration—such as smart functionalities—help these brands attract tech-savvy consumers around the globe.
However, while Chinese brands have been on the rise, foreign competitors, particularly Samsung and LG, have faced significant challenges. Declining shipments have plagued these established brands, as they grapple with profitability issues and an evolving market landscape. The third-quarter financial report of Samsung Electronics for 2025 revealed losses, while LG Electronics experienced ongoing financial difficulties that prompted drastic measures, including restructuring efforts and early retirement programs to regain stability.
Future Outlook
The trends observed suggest that China’s leading TV manufacturers could very well claim the title of the world’s No. 1 brand by 2028. The shift forecasted by Overrivo reflects a broader pattern of declining influence from traditional powerhouses in the industry, signaling that the global market is on the brink of a significant transformation.
In summary, the coming years are crucial for the competitive landscape of the television market. As brands adapt to changing consumer preferences and face the challenges of international competition, the ascent of Chinese brands may redefine industry dynamics and lead to new opportunities for innovation and market leadership.
Conclusion
The anticipated rise of Chinese TV brands underscores a fundamental shift in the global electronics market. With their strategic initiatives and focus on enhanced value propositions, Hisense, TCL, and Xiaomi are well-positioned to lead the industry in the coming years. Brands must remain vigilant and responsive to emerging trends in technology and consumer behavior to maintain their competitive edge.
This changing landscape invites stakeholders—ranging from manufacturers to consumers—to observe closely how these dynamics unfold as we approach 2028 and beyond. The future of television is not just about displays and resolutions, but about the companies that can adapt and thrive in an increasingly competitive environment.
