Declining Trends in China’s TV Sales: A Decade Overview and Future Projections
Summary:
- China’s color TV market will experience record low sales in 2025, totaling 27.63 million units, a significant decline from previous years.
- The decline is attributed to changing consumer preferences, with mobile devices diverting attention from traditional TV viewing.
- Future projections indicate continued decreases in sales and revenue for the TV industry.
In an analysis of the Chinese television market, it is evident that the retail sales of color TVs are set to hit an unprecedented low in 2025, projecting total sales of only 27.63 million units. This statistic not only represents a 10.4% drop from 2024 but also marks the lowest annual sales figure recorded in the past decade.
Historical Sales Overview
The years following 2016 saw a stark decline in TV sales. In that year, sales peaked at 50 million units. However, the trend turned downward, with sales falling below 40 million units by 2021 and now projected to fall below 30 million by 2025. This significant drop raises questions about the viability of televisions as essential household items.
In an ironic twist, the first half of 2025 did showcase a minor recovery, driven by national subsidy programs aimed at encouraging consumers to replace old home appliances with new ones. This initiative produced a 1.8% growth in sales. However, this brief uptick was swiftly negated by an alarming 20% decrease in sales during the latter half of the year, with only 13.88 million units sold.
Factors Behind Sales Decline
Several factors contribute to the ongoing slump in television sales:
-
Changing Consumer Behavior: With the rise of mobile devices such as smartphones and tablets, consumer attention has shifted away from traditional televisions. These devices offer convenience and flexibility, allowing for content consumption on-the-go and reducing the time spent in front of the TV.
-
Evolving Entertainment Options: The emergence of streaming platforms and on-demand content has transformed how audiences engage with media. Many users now prefer the ease of accessing their favorite shows and movies online, often bypassing traditional TV entirely.
- Perception of Necessity: As families adapt to new technology, there is an increasing sentiment that televisions may not be as essential as they once were. Many households find themselves evaluating whether a TV is a necessary fixture in their living spaces.
Future Projections
Looking forward, estimates for 2026 paint a bleak picture. Market analyses predict that sales will slip further to approximately 27.06 million units, reflecting a year-on-year decrease of 2.1%. In financial terms, the expected retail sales revenue stands at around 109 billion yuan, down by 7.5% from the previous year.
Conclusion
The overall narrative emerging from these projections and trends is one of a market struggling to adapt to the shifting landscape of consumer needs and technological advancements. As mobile devices and digital platforms continue to dominate the entertainment sector, the future of televisions in Chinese households remains uncertain.
What was once considered a staple of home entertainment is now facing significant challenges. Companies will need to explore innovative strategies and better understand consumer preferences to revitalize interest in this segment. As the industry confronts these hurdles, it must evolve not only in terms of technology but also in how it communicates the value of televisions to prospective buyers.
By addressing these challenges head-on, the television industry may yet find ways to reclaim its lost market share, ensuring that it remains relevant in an increasingly digital world.
