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In the current TV market, it's not foreign capital that dominates the largest size segment, but rather domestic brands. TVs with a screen size of 55 inches or larger have become the absolute mainstream in the industry. As the Double Eleven shopping festival approaches, new insights into the structure of the TV market were recently revealed by Yikang, based on data from September, which surprised many observers.
According to the latest brand analysis, Chinese brands maintained a commanding lead in sales during the first nine months of the year, capturing 77.71% of the market. For instance, Hisense alone held a cumulative market share of 16.65%, outperforming Sharp (7.35%) and Sony (3.39%), while Samsung also saw a significant presence at 5.10%. In terms of retail sales, Hisense accounted for an impressive 17.97% from January to September.
Despite the overall sluggishness in China's color TV market, leading Chinese brands continue to show strong performance. The shift toward large-screen and high-end models has become a key turning point for the industry. According to data from China Excell.com, 55-inch and 65-inch TVs recorded the fastest annual growth rates, at 3.67% and 2.80% respectively. This trend has led to a W-shaped recovery in the second half of the year, signaling a positive shift.
Notably, in the ultra-large TV segment of 85 inches and above, Chinese brands have taken the lead, with Hisense being one of the most prominent players, offering a wide range of options in this category.
As smart technology becomes more popular, consumers are increasingly seeking better visual and audio experiences when purchasing TVs. With the Golden Week holiday behind us, the upcoming Double Eleven shopping festival is expected to serve as a crucial test for both brand reputation and the broader color TV industry. It could mark a real turning point in the market, where only the strongest brands will truly shine.