Xin Lang Cai Jing·2025-06-08 01:26Core Viewpoint - The Chinese television market is experiencing a downturn, with a 2.1% year-on-year decline in May's shipment volume, despite the early start of the 618 shopping festival on May 13, 2025, which is the longest in history [1][3] Market Performance - In May, the total shipment volume of televisions in China was 2.83 million units, marking a continuous decline for two months [1] - Cumulative shipments from January to May reached 14.035 million units, showing a slight increase of 1.7% year-on-year, primarily supported by strong performance in the first quarter [1] Brand Analysis - The top eight television brands in May collectively shipped 2.7 million units, a slight decrease of 0.9% year-on-year, with market concentration rising to 95.4% [4] - TCL, Hisense, and Skyworth, the traditional top three brands, shipped a total of 1.66 million units, down 2.4%, holding a market share of 58.7% [4] - Xiaomi's shipments increased by 9.1% to 600,000 units, raising its market share to 21.2% [4] - Changhong, Haier, and Konka combined shipped 340,000 units, down 4.2%, with a market share of 12.0% [4] Market Trends - The cautious inventory preparation by brands for the 618 shopping festival has further suppressed shipment momentum [3] - The upcoming expiration of the home appliance replacement subsidy policy is expected to stimulate consumer purchases during the 618 period [4] - The market is undergoing a significant reshuffle, with oversupply, weak demand, and competition from substitutes leading to a "survival of the fittest" scenario [7] Competitive Landscape - Xiaomi's growth is attributed to its high cost-performance strategy and ecosystem synergy, making it a standout performer in a cooling market [5] - TCL is expected to maintain its leading position, having shipped nearly 2.6 million units from January to April, with a year-on-year growth of 20.2% [6] - Konka faces severe challenges, having dropped to eighth place and experiencing significant declines due to management changes affecting operational continuity [6]