Declining Trends in the Chinese TV Market: A 2025 Analysis
Summary:
- In 2025, the Chinese TV market experienced significant decline, with total shipments falling to 32.895 million units—an 8.5% decrease year-on-year.
- Hisense, TCL, Xiaomi, and Skyworth dominate, comprising 77.8% of the market share, while major foreign brands struggle to compete.
- Haier is the only brand among the top eight to show positive growth, albeit modest, amidst a market facing its lowest shipment levels in 16 years.
In its latest report, Luotu Technology has unveiled revealing statistics about the state of the Chinese television market for 2025. The data illustrates a concerning trend: the total shipment volume of branded complete television units has plummeted to 32.895 million units. This figure marks an 8.5% decline compared to the previous year, establishing a new low for market shipments that hasn’t been seen in over 16 years.
Market Dynamics
Analyzing the brand hierarchy within this sector, the top eight brands in China’s TV market—Hisense, TCL, Xiaomi, Skyworth, Changhong, Haier, Konka, and Huawei (inclusive of their sub-brands)—reported a cumulative shipment of 30.963 million units, representing an overwhelming 94.1% of the overall market share. The concentration of these brands reflects a highly competitive landscape where leading manufacturers hold significant sway.
Among these brands, Haier emerged as a noteworthy exception. Registering a year-on-year growth of less than 5%, it is the only company within the top echelon to experience a positive shipment trend. Conversely, the remaining brands, including major players like Hisense, TCL, Xiaomi, and Skyworth, grappled with declines, as their collective shipment volume approximated 25.6 million units, equating to a 9.2% decrease.
The Struggles of Foreign Brands
An intriguing aspect of this report is the lagging performance of foreign brands in the Chinese TV market. The combined shipments of Samsung, Sony, Philips, and Sharp fell below the 1 million units mark, indicating a persistent struggle for relevance and market share. This trend could point to several factors, including intense local competition, evolving consumer preferences, and perhaps challenges in adapting to the rapidly changing technological landscape.
Conclusion
The data released by Luotu Technology serves as a vital indicator of the current health and trajectory of the Chinese television market. With a sharp year-on-year decline in shipments and an apparent concentration among domestic brands, the landscape calls for strategic adaptations and innovations. As foreign brands such as Samsung and Sony continue to diminish in presence, the dominance of local players underscores a crucial shift in consumer behavior and market dynamics.
In a saturated market where brands must consistently evolve, the trends observed in 2025 may foreshadow further shifts. Those prepared to adapt to the changing tides of consumer preference, technological advancements, and competitive pressures will likely lead the way in future market developments.
