Decline in China’s Smart TV Market: Analysis and Trends
Key Highlights:
- November 2025 Sales Drop: China’s smart TV online sales saw a significant decline, with a drop to 1.15 million units and revenues decreasing to 3.95 billion yuan, marking year-on-year drops of 22.3% and 26.8% respectively.
- Sub-brand Growth: While overall sales declined, internet sub-brands from traditional manufacturers, including Coukaa, Vidda, and Thunderbird, experienced a surge in sales for 40-inch and 50-inch TVs, increasing by 38%.
- Technological Advances: Mini LED technology gained traction, capturing a record 38.2% market share, reflecting consumers’ demand for high-quality imaging across various price segments.
Despite the significant promotional focus during China’s annual "Double Eleven" shopping festival, the smart TV market continues to face challenges. According to recent data from Luotu Technology (RUNTO), November 2025 figures reveal a worrying trend: total shipments of smart TVs in China plummeted to 1.15 million units, a 22.3% decrease year-on-year. Additionally, revenue from these sales fell to 3.95 billion yuan, translating to a 26.8% drop compared to the previous year.
The backdrop for this downturn involves various external factors, including reduced state subsidies and market saturation. The latter has resulted in heavy competition among brands, leading to increased promotional activities but ultimately lower profit margins.
Sub-brands on the Rise
Interestingly, while major brands struggled, traditional manufacturers’ internet sub-brands reported a notable increase in sales. Products in the 40-inch and 50-inch categories saw an impressive rise of 38%, leading to a market share increase for these sizes to 7.5%, swelling by 3.3 percentage points from previous years. This demonstrates a shift in consumer preferences, likely influenced by the price-to-value ratio offered by these sub-brands.
Size and Sales Dynamics
In the realm of screen sizes, 75-inch TVs remain dominant, accounting for 25.2% of total sales, though this is down 3.2 percentage points from the same period last year. Conversely, larger screen sizes, including 85-inch, 98-inch, and 100-inch models, experienced slight increases in market share, showcasing an evolving consumer interest in bigger screens, despite the overall downward trend.
Emphasis on Mini LED Technology
A significant factor contributing to the sales dynamics is the rising popularity of Mini LED technology. This innovation caters to consumers’ growing demand for high-quality visuals, spanning across all market segments—from budget-friendly to high-end televisions. As a testament to its success, Mini LED products captured a 38.2% share of sales this November, an increase of 8.0 percentage points year-on-year, marking an all-time high.
Continuous Market Decline
Reflecting on the second half of 2025, the overall TV market has witnessed a concerning decline, with several months registering drops around 10%. Despite the promotional opportunities presented by Double Eleven, November’s sales numbers failed to provide a much-needed boost. Shipments during this month recorded a 15.7% decline from the previous year, underscoring how the market sentiment remains pessimistic.
The leading brands, including Hisense, TCL, Xiaomi, Skyworth, Changhong, Haier, Konka, and Huawei, together maintain over 95% of the market share, yet experienced an overall shipment drop to approximately 3.08 million units, a 13.9% year-on-year decrease. This trend signifies that nearly all major brands are confronting similar market challenges.
Looking Ahead
As we project into 2026, the cumulative effect of current market conditions suggests a potential further decline, estimating annual shipments may fall to 33 million units. This paints a sobering picture for the Chinese smart TV market, necessitating strategic shifts from manufacturers to adapt to evolving consumer preferences and to regain market momentum.
In conclusion, while sub-brands are carving out a niche with specific offerings, the broader market continues to contract. The advance of technologies like Mini LED presents opportunities but also highlights the urgent need for innovation and adaptation among traditional brands to navigate this challenging landscape.
