China TV Shipments Fall 10.1% in H1 2026; 75-Inch+ Models Near 50%, Top Three Brands Hold 62%

In the first half of 2026, shipments of TV brands from mainland China totaled 14.947 million units, down 10.1% year-on-year. The decline was 8.8% in the first quarter and widened to 11.6% in the second quarter. Shipments have declined year-on-year for five consecutive quarters since the second quarter of 2025. Full-year shipments reached a historical peak of 50.89 million units in 2016, and the market has shrunk by 40% a decade later. During the 618 shopping festival, the average online retail price of TVs was RMB 3,568, up RMB 121 or 3.5% year-on-year. The average screen size online rose to 66.4 inches, with models 75 inches and above accounting for nearly half of sales, and sales of 100-inch-class TVs surged 43.3%.

Clear divergence emerged among brands. The top three brands—Hisense, TCL and Skyworth—together with their sub-brands shipped about 9.22 million units in the first half, down 4.3% year-on-year, with their combined market share stable at 61.7%. Xiaomi, relying on its REDMI online channel, shipped over 2.6 million units, capturing about 18% market share. Changhong, Haier and Konka each shipped less than 1 million units, with a combined total of about 2.02 million units. Among the eight major brands, only Skyworth and Changhong posted roughly flat shipments year-on-year, while all others declined. Among foreign brands, Samsung exited the China market in May 2026. Sony, Philips and Sharp together shipped fewer than 500,000 units in China in the first half, down more than 20% year-on-year, with their combined market share below 4%.

Major brands are accelerating their push into the high-end market. Hisense launched a multi-color backlight RGB-Mini LED, while TCL introduced a super quantum dot SQD-Mini LED, with both companies shifting their flagship product lines entirely to Mini LED technology. Skyworth is developing differentiated categories such as wallpaper TVs and art TVs, equipped with its self-developed Chameleon AI chip. Xiaomi, Changhong, Haier and Konka are also steadily rolling out Mini LED products. LG Electronics introduced several cost-effective entry-level OLED TVs. In early June 2026, the organizational structure of the TCL-Sony joint venture project was officially launched, with the new company expected to start operations in April 2027.

Consumers' key purchase factors include picture quality, screen size, system smoothness and built-in free content, with price ranking last. In the first quarter of 2026, the share of small-screen entry-level products continued to decline, while the share of large-screen models such as 98-inch and 100-inch products rose across the board. Over 50% of consumers regarded TVs above 85 inches as their target, with 24.1% aiming for 100-inch sets. Among console gamers, 45.3% most frequently use a TV as their display device. During the 618 shopping festival in 2026, emotional value and home aesthetics became new core considerations in users' appliance purchases.