Xin Lang Cai Jing·2026-02-26 10:21Core Viewpoint - The Chinese TV market is experiencing a significant decline in shipment volumes, with January 2026 showing a 11.5% year-on-year decrease compared to January 2025, despite the traditional shopping season and government subsidies [1][6]. Group 1: Market Performance - In January 2026, the total shipment volume of branded TVs in China was 3.91 million units, reflecting a severe downturn in market demand [1][6]. - The top eight brands in the Chinese TV market, including TCL, Hisense, Skyworth, and Xiaomi, collectively shipped approximately 3.72 million units in January, down 6.9% year-on-year, with a combined market share of 95.1% [3][8]. - Traditional brands TCL, Hisense, and Skyworth saw a combined shipment of about 2.39 million units, a decline of 2.8%, with TCL leading at approximately 900,000 units shipped [3][8]. Group 2: Brand Analysis - Xiaomi's market share in January was 15.3%, while Haier, Changhong, and Konka showed a slight increase in shipments, totaling around 620,000 units, up 2.3% year-on-year [3][8]. - Huawei's shipments exceeded 100,000 units in January, indicating growth compared to the previous year [3][8]. - Foreign brands such as Samsung, Sony, Sharp, and Philips continue to struggle in the competitive landscape against Chinese brands, which are gaining strength due to better value propositions [4][9]. Group 3: Future Outlook - The government subsidy program is expected to play a crucial role in stabilizing the market and preventing a collapse in sales [3][8]. - Despite the current challenges, 2026 is anticipated to be a significant year for the TV industry due to major sporting events like the Winter Olympics and the FIFA World Cup, which could boost sales [4][9]. - RUNTO predicts that the total shipment volume for the Chinese TV market will decline to 30.12 million units in 2026, representing an 8.4% decrease from 2025 [5][9].