Investment Rating - The report maintains a "Positive" investment rating for the home appliance industry [12]. Core Insights - The global TV market is experiencing a dual decline in both volume and revenue in Q2 2025, with a year-on-year shipment decrease of 2.12% to 47.09 million units and a revenue drop of 10.18% to $20.79 billion, primarily due to falling global average prices and weak demand in mature markets. However, emerging markets show resilient growth, with the Chinese market benefiting from supportive policies [4][10]. - Chinese brands are closing the gap with South Korean leader Samsung, with shipment share differences narrowing to within 3 percentage points. However, there remains a significant gap in premium pricing capabilities [8][10]. - Mini LED technology is becoming a key structural growth driver in the global TV market, with a shipment increase of 162.96% year-on-year, leading to a global penetration rate of 5.90%, dominated by Chinese brands [9][10]. Summary by Sections Market Conditions - In Q2 2025, the global TV market shows a dual decline in shipments and revenue, with shipments down 2.12% to 47.09 million units and revenue down 10.18% to $20.79 billion. The global average price fell by 8.23% to $441.49, indicating a phase of adjustment due to price sensitivity among consumers [21][24]. Competitive Landscape - The market share gap between Chinese brands and South Korean giants like Samsung is narrowing, with Samsung at 16.9%, TCL at 14.7%, and Hisense at 14.3%. However, Samsung's average price remains significantly higher at $741.91 compared to Chinese brands [8][10]. Structural Changes - Mini LED technology is rapidly gaining traction, with shipments reaching 2.78 million units in Q2 2025, a year-on-year increase of 162.96%. China's penetration rate leads globally at 14.93% [9][10]. Investment Recommendations - The report suggests that despite the current phase of adjustment in the industry, Chinese brands like TCL and Hisense are expected to continue their resilient growth, supported by emerging market demand and strategic positioning in high-end and large-screen segments [10][13].