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In the lead-up to the Double Eleven shopping festival, fresh insights into the TV market have emerged, revealing some surprising trends. Contrary to expectations, it's not foreign brands that dominate the top-selling and largest-sized TVs—domestic Chinese brands are leading the charge. Large-screen TVs of 55 inches or larger have become the mainstream choice, signaling a shift in consumer preferences.
According to recent data from Yikang, which analyzed sales figures from September, Chinese brands maintained a strong presence, capturing 77.71% of the market share in the first nine months of the year. Hisense, for example, held a significant 16.65% cumulative market share, outpacing competitors like Sharp (7.35%) and Sony (3.39%). Hisense’s retail sales during this period reached an impressive 17.97%, showcasing its dominance in the sector.
Despite the overall sluggishness of the color TV industry in China, leading domestic brands continue to shine. The focus on large screens and high-end models has become a key driver for growth. According to data from China Excell.com, 55-inch and 65-inch TVs saw the highest 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, indicating a positive shift in market dynamics.
Notably, in the segment of 85-inch and larger TVs, Chinese brands have taken the lead. Hisense, in particular, has been at the forefront, offering a range of premium options that cater to the growing demand for immersive viewing experiences.
As smart technology becomes more prevalent, consumers are placing greater emphasis on picture quality, audio performance, and overall visual experience when purchasing TVs. With the Golden Week holiday behind us, the upcoming Double Eleven sale is expected to serve as a crucial test for both brand reputation and the broader color TV industry. It may mark a turning point in the market, where true competition and innovation will be put to the test.