Summary
- China’s TV market experienced a significant decline in shipments for November 2025, impacting major brands.
- Retail sales during the "Double Eleven" promotion period fell sharply, failing to stimulate growth.
- Market predictions indicate a continued downward trend for TV shipments in 2026.
Declining Trends in China’s TV Market: November 2025 Insights
Recent data from Luotu Technology reveals a concerning trend in China’s TV market. As of November 2025, the total shipments of complete machine units stood at approximately 3.22 million, reflecting a slight month-over-month decrease and a striking annual decline of 15.7%. This downward spiral, persisting throughout the latter half of the year, can be partly attributed to reduced state subsidies and previous demand overreach.
Key Market Dynamics
The decline witnessed in November is not an anomaly; it continues a troubling trend observed for numerous consecutive months, contributing to an overall market contraction of around 10%. This persistent downturn raises alarms about the sustainability and immediate future of the TV market in China.
In an attempt to reverse this decline, many brands leveraged the "Double Eleven" promotion, historically one of the longest and earliest sales events in China. Unfortunately, even this high-profile promotional event failed to boost retail sales; figures reveal a year-on-year drop of 19.6% during the promotion, alongside an overall retail sales decline of 22.1%.
Competition Among Leading Brands
In terms of market competition, the top eight brands — Hisense, TCL, Xiaomi, Skyworth, Changhong, Haier, Konka, and Huawei — collectively hold over 95% market share, accounting for around 3.08 million in shipments despite a year-on-year decrease of 13.9%. Among these, traditional powerhouses Hisense, TCL, and Skyworth dominate, shipping a combined total of 1.98 million units, which translates to a market share of 61.6% and a year-on-year decrease of 11.2%.
Xiaomi, which includes its sub-brand Redmi, secured third place with shipments of 530,000 units, translating to a 16.5% market share. In contrast, other brands like Changhong, Haier, and Konka, despite ranking behind the top four, exhibited a combined shipment decline of 13.8% year-on-year for November.
Foreign competitors such as Huawei, Samsung, and Sony have managed to maintain shipment levels in the tens of thousands, but the overall landscape remains challenging.
Future Projections
Looking ahead, Luotu Technology anticipates that full-year shipments for 2025 could plummet to approximately 33 million units. This predictive outlook suggests an even further contraction is likely as we approach 2026, highlighting concerns regarding the long-term viability of the TV market amid fluctuating consumer behavior and economic factors.
Conclusion
The landscape of China’s TV market in November 2025 paints a stark picture of decline punctuated by failed promotional efforts and a challenging competitive environment. With major brands struggling to maintain momentum, the road ahead appears increasingly fraught with challenges, signaling a need for market adaptation and strategic re-evaluation.
This article provides an in-depth examination of the current state of the TV market in China, addressing key trends, competitive dynamics, and future prospects, ultimately serving as a crucial resource for stakeholders and brands navigating this evolving industry landscape.
