China TV market shipments: Domestic brands lead, foreign brands decline

[Gearbest Technology News]According to Gearbest, RUNTO recently released the “Monthly Express Report on Brand Shipments in China’s TV Market.” In November this year, China’s TV market shipments were 3.815 million units, a month-on-month decrease of 1.0%. The total shipment volume of the top eight major brands, namely Hisense, Xiaomi, TCL, Skyworth, Changhong, Huawei, Haier, Konka and their sub-brands, was approximately 3.68 million units, a year-on-year increase of 8.4%, and the combined market share reached 96.5%. In contrast, the living space of the four major foreign brands Sony, Samsung, Sharp and Philips has been greatly compressed, with their combined market share remaining less than 5%. This shift highlights the dominance of domestic brands in the China TV market shipments.

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Hisense, TCL, and Skyworth, along with their sub-brands, shipped a total of approximately 2.23 million units in November. This was a 4.5% decrease from October but remained consistent with the same period last year. Their combined market share reached 58.5%. Hisense performed the best, with shipments of about 900,000 units, a 11.0% year-on-year increase, and a market share of 23.9%.

Xiaomi (including REDMI) shipped around 730,000 units in November. This represented a 21.7% year-on-year increase, the largest rise among the TOP4 brands. Its market share was 19.1%, up by 1.2 percentage points from the previous month.

The three brands of Changhong, Haier, and Konka shipped a total of approximately 560,000 units in November, representing a year-on-year increase of 23.1%. This growth rate was significantly higher than the overall market, which also grew by 5.7% month-on-month. As a result, their combined market share reached 14.7%, an increase of 0.9 percentage points from October. Notably, Changhong’s year-on-year growth rate exceeded 50%, making it the fastest-growing brand of the month. Consequently, it achieved a market share of 7.6%.

After entering 2024, Huawei’s shipments have remained stable at about 150,000 units per month and are growing steadily. The year-on-year increase in November exceeded 30%. This performance contributes to the overall growth of China TV market shipments, with domestic brands continuing to dominate the market.