Xin Lang Cai Jing·2026-02-02 05:38Group 1 - The core viewpoint of the article highlights a significant decline in the sales of traditional large-screen televisions and projectors in China, indicating a shift in consumer preferences towards smaller screens and alternative entertainment formats [1][2][3][4][6][12] - In 2025, the domestic color TV market is projected to see a shipment volume of 32.895 million units, a year-on-year decline of 8.5%, marking the lowest level in nearly 16 years [1][3] - The projector market is also facing challenges, with an expected total sales volume of 5.203 million units in 2025, down 13.9% year-on-year, and a sales revenue of 8.36 billion yuan, a decrease of 16.5% [2][6] Group 2 - Domestic brands such as Hisense, TCL, Xiaomi, and Skyworth dominate the TV market, accounting for 77.8% of the market share, despite a 9.2% year-on-year decline in their combined shipment volume [3][4] - Foreign brands like Samsung, Sony, Philips, and Sharp have seen their combined shipment volume drop below 1 million units in 2025, leading to strategic shifts such as Panasonic's plan to sell its TV business [4][5] - The market concentration remains high, with the top 10 manufacturers accounting for 66.5% of total sales revenue, indicating that smaller brands may struggle to survive in the shrinking market [7] Group 3 - The rise of micro-short dramas and short videos has shifted consumer entertainment preferences, with the micro-short drama market expected to reach a value of 100 billion yuan in 2025, nearly double that of the national film box office [8][9][10] - The "girlfriend machine," a new category of mobile smart screens, has shown significant growth, with a 45.4% year-on-year increase in sales volume in the first half of 2025, suggesting a potential threat to traditional TVs and projectors [11][12] Group 4 - Predictions for 2026 indicate continued declines in both the TV and projector markets, with TV shipments expected to drop to 30.12 million units, a decrease of 8.4% year-on-year [13][14] - The upcoming 2026 World Cup may provide a temporary boost to large-screen usage, as past events have shown significant marketing success for Chinese brands [14][15] - Chinese TV brands are gaining ground in international markets, with a combined global market share of 31.3% for TCL, Hisense, and Xiaomi, surpassing South Korean competitors [16]