Core Insights - The Chinese television market is experiencing a significant concentration of market share among domestic brands, with the top seven brands accounting for 92.6% of total shipments in Q1 2023, marking a historical high [1][2] Group 1: Market Performance - In Q1 2023, the total shipment volume of televisions in China reached 8.52 million units, a slight decrease of 0.6% year-on-year and an 8.9% decline compared to 2021 [1] - The top seven domestic brands, including Xiaomi, Hisense, TCL, Skyworth, Changhong, Haier, and Konka, shipped a total of 7.89 million units, representing a year-on-year growth of 2.5% [2] - Hisense and its sub-brand Vidda achieved nearly 2 million units in shipments, with a year-on-year growth of 13% [2] - TCL, including its sub-brands, saw a remarkable 37% increase in shipments, the highest growth rate in the industry [2] Group 2: Competitive Landscape - The competition among leading brands is intensifying, with the first-tier brands like Hisense and TCL maintaining strong growth, while the second-tier brands are facing pressure [3] - Huawei's shipments dropped over 50% due to internal adjustments, highlighting the need for improved sales performance post-adjustment [3] - Foreign brands like Sharp, Sony, Samsung, and Philips have seen their combined market share fall below 10%, indicating a significant decline [2][3] Group 3: Strategic Directions - Domestic brands are focusing on high-end market segments and expanding into commercial and automotive sectors, indicating a shift towards diversification [3][4] - Companies are investing in OLED and miniLED technologies and are entering vertical integration phases by expanding into display, operating systems, and chip industries [4] - As the domestic market becomes saturated, companies like Hisense and TCL are increasingly targeting international markets, with strategies aimed at significant overseas expansion [5][6]