Recently, RUNTO Technology released the "Monthly Tracking of Brand Shipments in the Chinese TV Market". The report shows that in the first quarter of 2025, the total shipment of branded complete machines in the Chinese TV market was 8.84 million units, an increase of 4.7% compared to the same period in 2024. This is the second consecutive quarter of year-on-year growth in shipment volume since the "national subsidy" in Q4 last year, and all shipments have achieved growth in the first three months of this year.

From a fundamental perspective, the macroeconomic situation in China will continue to rebound in Q1 2025. With the continuation of the "national subsidy" policy, the Chinese television market will exhibit four major characteristics in Q1.

One is the explosive growth in sales of Mini LED TVs, with a year-on-year increase of 520.4%. It is expected that the annual sales will exceed 9 million units, with a penetration rate of nearly 30%. Secondly, 75 inches maintained its first size position with a market share of 21.5%, while the sales share of ultra large sizes 85 inches and 100 inches increased year-on-year, with an average market size of 61.7 inches. Thirdly, threshold products (primary and secondary energy efficiency) account for over 80% of sales, and the "national subsidy" has a strong driving force, with market sales highly concentrated on energy-saving products. The fourth issue is that retail sales did not meet expectations, and there is a hidden "rolling price" in the market. Due to factors such as policy normalization and insufficient driving force for sinking markets, channel platforms and enterprise inventory are relatively high.

In terms of brand shipment pattern, the total shipment volume of the top eight major brands is about 8.49 million units, accounting for 96.0% of the total market shipment volume, further increasing brand concentration. There are four brands with a total shipment volume exceeding one million units, with a combined market share of 80.4%. Among them, TCL、 Hisense and Skyworth (including sub brands) shipped a total of 5.35 million units, a year-on-year increase of 11.9%, with a market share of 60.5%. TCL's brand shipped over 2 million units, ranking first. Xiaomi (including Redmi) shipped nearly 1.8 million units in Q1, with a stable market share of around 20%.

The combined market share of Changhong, Haier, and Konka in the second camp has declined to 12.7%, with Konka's sales shrinking significantly. Huawei's shipment volume is close to 300,000 units, with profitability as its main development direction. The total shipment of foreign brands is less than 400,000 units, resulting in a weakened overall competitiveness.