Zhi Tong Cai Jing·2025-12-24 07:55Core Insights - The global TV shipment and retail market in 2025 is expected to experience a slight decline of 0.7% year-on-year, with a total shipment volume of 221 million units [1] - In 2026, despite some demand support from events like the World Cup and tax reforms in North America and India, the global TV market is projected to see a further decline of 0.6% in shipment volume due to rising production costs from semiconductor price increases [1] - The average TV size is expected to grow by 2.3% in 2026, driven by product structure upgrades despite cost pressures [1] Market Dynamics - The rising storage costs are leading to a concentration of market share among leading brands, while smaller manufacturers face significant survival challenges [3] - The top 10 global TV brands are expected to see a 1.7% increase in shipment volume in 2026, driven by their supply chain resilience and technological capabilities [5] Brand Strategies - Samsung aims to maintain its market leadership with a focus on high-end innovation and supply chain efficiency, expecting to ship 35.27 million units in 2025, remaining flat year-on-year [6][7] - TCL is projected to achieve a 5.4% increase in shipments to 30.41 million units in 2025, focusing on high-end and large-size products while expanding its market presence in North America and Europe [8] - Hisense plans to balance scale and profit, with an expected shipment of 29.26 million units in 2025, leveraging brand strength and sports marketing to enhance its overseas market influence [9] - LG Electronics is focusing on profit improvement strategies, with a strong emphasis on OLED technology and cost competitiveness to address significant losses in its TV business [10] - Xiaomi is shifting from low-price competition to high-end market penetration, utilizing Mini LED technology and a dual-brand strategy to stabilize its global market share [11] - Skyworth is actively pursuing overseas market expansion through brand acquisitions and focusing on high-end product offerings [12] Competitive Landscape - Vizio is expanding its market share in North America with support from Walmart, while Haier is leveraging its extensive sales network to solidify its position in China and expand into India and Russia [13] - Sony is focusing on high-end technology and refining its LCD TV offerings, with an expected shipment decline of 4.8% in 2026 [13] Future Outlook - The TV market is facing intensified competition, with a need for brands to focus on core technology advancements and supply chain resilience to stimulate consumer demand and drive value growth in the global TV industry [14]