Industry Overview - The global TV industry is undergoing unprecedented adjustments, with significant market differentiation driven by large screen adoption, Mini LED technology proliferation, and AI integration [2] - Global TV shipments fell below 200 million units in 2025, marking a ten-year low, with a projected further decline of 5%-7% in 2026 [2] - China's TV market, as the largest consumer market, saw a shipment drop to 32.895 million units in 2025, a decline of 8.5%, the lowest in 16 years [2][3] Market Dynamics - The Chinese market showed a notable split in performance, with a slight increase of 1.4% in the first half of 2025 due to government subsidies, followed by a significant decline of 16.9% in the second half [2] - European markets are under pressure, with Western Europe expected to see a decline, while Eastern Europe may experience slight growth due to economic recovery [2][3] - North America remains relatively stable, supported by a solid consumer base and event marketing [2] Emerging Markets - Emerging markets in Asia-Pacific, Latin America, and the Middle East and Africa still hold growth potential, but price sensitivity may limit actual volume if prices rise due to memory cost increases [3] - The Indian market, despite strong demand, is dominated by local brands using low-price strategies, posing challenges for international brands [3] Technology Trends - Mini LED technology is expected to enter a phase of widespread adoption in 2026, with RGB-Mini LED shipments projected to exceed 300,000 units, becoming a new profit driver in the high-end market [6] - In 2025, China's Mini LED TV shipments surged by 92.8%, with a penetration rate of 28.9%, and are expected to exceed 10 million units in 2026 [6][7] Competitive Landscape - Chinese brands like Hisense and TCL are leading innovations in RGB-Mini LED and SQD-Mini LED technologies, respectively, with significant growth in global shipments [6][7] - International brands such as Samsung and Sony are entering the RGB technology space, but Chinese companies maintain advantages in technology iteration and cost control [8] - The competition is shifting from price wars to a comprehensive contest of technology, supply chain, and globalization capabilities [3][8] Consumer Trends - Large screen adoption is an irreversible trend, with 75-inch and larger TVs expected to account for 23% of the Chinese market in 2025, with further growth anticipated in 2026 [9] - AI technology is redefining the role of TVs as central to living spaces, with companies like Huawei and Skyworth investing heavily in AI capabilities for their products [9] Market Share - In 2025, the top three brands—Samsung, TCL, and Hisense—held over 43% of the global market share, with Samsung leading at 35.3 million units shipped [9] - TCL's growth of 5.4% positioned it as the most significant growing brand, while Hisense maintained a strong presence with 29.3 million units shipped [9] Strategic Partnerships - Sony and TCL have signed a memorandum of understanding for strategic cooperation in the home entertainment sector, which may impact market dynamics and competition [10]