Summary
- In September, China’s TV market saw a shipment of 2.92 million units, reflecting an 8.5% year-on-year decline but a significant 17.3% increase from August.
- Major brands like Hisense and Xiaomi maintained a robust market presence, although overall shipments in Q3 decreased annually by 10%.
- Challenges from reduced subsidies and high previous year bases suggest further declines in the fourth quarter.
September Shipment Data Highlights for the Chinese TV Market
On October 12, Luotu Technology released crucial data regarding the monthly shipment performance of TV brands in the Chinese market for September 2025. The figures reveal a shipment total of 2.92 million complete units, marking an 8.5% decrease year-on-year but showcasing a positive month-on-month growth of 17.3% compared to August.
Market Trends and Insights
The reported figures indicate a continuing decline in the Chinese TV market, with a 10% decrease observed in the third quarter. However, the month-on-month increase signifies the approach of the traditional sales peak season, leading manufacturers to ramp up production in anticipation of heightened consumer demand.
For the third quarter as a whole, brand machine shipments amounted to 7.27 million units—a drop of 10.4% compared to the same period last year. Despite the overall decline, the leading brands have shown resilience.
Brand Performance Overview
In September, the combined shipment volume for the top eight brands in China’s TV market—comprising Hisense, TCL, Skyworth, Xiaomi, Changhong, Haier, Konka, and Huawei—was approximately 2.813 million units. This represents a year-on-year decrease of 5.8%, which is less severe than the overall market contraction, and these brands collectively maintained a market share exceeding 95%.
Hisense, TCL, and Skyworth, the three dominant brands, accounted for a substantial 62.0% of the market with shipments of around 1.81 million units. Their shipments witnessed only a negligible decrease of 0.5% compared to last year, demonstrating their strong footing.
Xiaomi, including its sub-brand REDMI, shipped approximately 500,000 units, securing a market share of 17.1%. Other notable brands like Changhong, Haier, and Konka faced challenges with a combined shipment of roughly 440,000 units—a year-on-year decline of 14.0%, ultimately leading to a market share of 15.2%.
Huawei’s cumulative shipment has reached about 700,000 units this year, reflecting a slight decline compared to the previous year, with expectations of total annual shipments not exceeding one million units.
Foreign Brands: A Struggling Presence
The performance of major foreign brands such as Samsung, Sony, Sharp, and Philips remained subdued, with each brand shipping only tens of thousands of units in September. This continued struggle emphasizes the competitive dynamics present in the Chinese market.
Future Outlook
Looking ahead, Luotu Technology has expressed concerns regarding the potential for a more substantial decline in shipments during the fourth quarter of this year. The challenges stem from a limited national subsidy allocation that extends into the second half of the year, coupled with a high base effect from a robust fourth quarter last year. Such factors are likely to contribute to a reduced scale for total annual shipments in the Chinese TV market.
Conclusion
As the Chinese TV market navigates these challenging dynamics, manufacturers are urged to adapt their strategies in response to changing consumer behavior and economic conditions. Brands that can solidify their market positions and innovate effectively are likely to emerge stronger even amidst declining shipment figures.
By focusing on the strategic insights and implications for the television market in China, this article aims to provide a thorough understanding of current trends while remaining optimized for search engines.
