May 9, 2026 – China’s television industry continued its downward spiral in the opening quarter of 2026, with major research firm RUNTO reporting that factory-level shipments (sell-in) slid 8.8% year-over-year to 8.065 million units. The pain extended to the retail front as well — all-channel sell-out volume dropped 11.4% to 6.4 million units, though revenue fell at a gentler pace of 6.8% to ¥25.9 billion, thanks to a notable 5.2% price hike that pushed the average selling price to roughly ¥4,046.
The pullback should come as no surprise. A government subsidy program that briefly rejuvenated demand in late 2024 and early 2025 has long since expired, and the market has now logged four consecutive quarters of year-over-year contraction since the second quarter of last year. Compounding the headwinds are rising input costs across memory chips, display panels, and plastic components in the near term, while deeper structural challenges — stagnant content ecosystems, clunky smart-TV interfaces, and shifting consumer habits — loom larger over the horizon.
In terms of competitive dynamics, the market has become remarkably top-heavy. The top eight domestic players — Hisense, TCL, Skyworth, Xiaomi, Changhong, Haier, Konka, and Huawei (including their sub-brands) — collectively shipped approximately 7.68 million units, swallowing 95.2% of the entire pie.
At the apex, four brands each crossed the million-unit threshold. Hisense, TCL, Skyworth, and Xiaomi combined for about 6.32 million units, capturing 78.3% of the market. Their joint 6.4% decline still outperformed the broader market, underscoring just how much the overall trajectory hinges on these giants. Meanwhile, Changhong, Haier, Konka, and Huawei settled into the 200,000–500,000 range; aside from Huawei, which posted a steeper drop, the rest held relatively steady compared to a year ago.
Overseas brands are becoming an afterthought. Samsung, Sony, Philips, and Sharp together moved barely 200,000 units — less than any single one of the top eight — with a double-digit year-over-year plunge pushing their combined share below 3%. According to RUNTO, their footprint in China is only set to shrink further, and the exit of marquee names like Samsung could open up valuable real estate in the premium segment for domestic challengers.
