sandalwood

Summary

In 2025, the global TV industry exhibited pronounced structural divergence: offline channels approached saturation, while overseas e-commerce continued robust growth—up 19% year-over-year overall. Chinese brands outpaced the market with 27% growth, achieving double-digit expansion even in a mature industry phase. Latin America (+62%) and Europe (+28%) emerged as key growth engines, with Chinese brands surging by 75% and 62%, respectively, in these regions.

In terms of market share, Chinese TV brands increased their global presence from approximately 30% in 2024 to 33% in 2025, widening their lead. Regional dynamics shifted fundamentally: in Europe, Chinese brands gained 7.8 percentage points to reach 38% share—claiming the top position for the first time. Penetration in North America steadily improved, while dominance in Asia-Pacific was further solidified, establishing a resilient, multi-regional expansion footprint.

On the product front, Chinese brands have completed a tiered portfolio strategy: they lead in the mid-tier segment (USD 150–400), hold a strong second place in the mid-premium segment (USD 400–800), and command a 24% share in the premium segment (above USD 800). Their size advantage intensifies at larger screen dimensions—accounting for 39% of the 75"/85" segment and a dominant 79% in the 98"+ ultra-large category—creating a structural competitive moat.

 
Finding Growth in a Mature Market: Overseas E-commerce TV Sales Up 19% in 2025, Chinese Brands Surge by 27%

In recent years, offline channels in the global TV industry have clearly entered a phase of stock competition. Household TV penetration in core markets has plateaued, with new demand driven primarily by replacement and upgrades rather than first-time purchases, resulting in limited room for overall shipment growth.

In contrast to the stabilization of offline channels, e-commerce continues to demonstrate strong resilience. According to Sandalwood’s global e-commerce monitoring data, overseas online TV sales grew by 19% year-over-year in 2025, while Chinese brands achieved an even higher 27% growth—maintaining double-digit expansion despite the industry’s maturity.

Regionally, North America and Asia-Pacific delivered steady growth, while Latin America and Europe emerged as the primary sources of incremental volume, with online TV sales increasing by 62% and 28%, respectively. Chinese brands outperformed significantly in these regions, posting growth rates of 75% in Latin America and 62% in Europe.

Amid this mature market landscape, Chinese brands are not only achieving high-speed online expansion but also actively consolidating overseas resources through multiple strategic approaches:Joint ventures and equity control (e.g., TCL × Sony, SEMP),Brand acquisitions (e.g., Hisense’s acquisition of Toshiba TV and Sharp’s Americas TV assets; Skyworth’s acquisition of Metz),Multi-brand portfolios (e.g., Skyworth’s deployment of Strong and its takeover of Panasonic’s overseas TV business).These moves continuously strengthen Chinese brands’ global presence in both brand equity and channel infrastructure.

Chinese TV Brands Reach 33% Global Share: Leap in Europe, Penetration in North America, Consolidation in Asia-Pacific

Amid rapid scale expansion, Chinese TV brands have significantly strengthened their global influence. Their worldwide market share rose from approximately 30% in 2024 to 33% in 2025, solidifying their position as the largest brand bloc and widening their lead.

Regional shifts are even more pronounced. In North America, foreign brand penetration increased. Although U.S. brands remain #1 with a 47% share, their dominance is waning. Both Chinese and Korean brands gained over 2 percentage points each, shifting the competitive landscape from single-brand leadership toward multipolar competition.

In Latin America, U.S. brands gained about 3.5 percentage points, while Chinese brands grew steadily by roughly 2 percentage points, moving the market toward greater balance.

Europe emerged as the region of strongest growth for Chinese brands, where they captured the #1 position with a 38% share—up 7.8 percentage points year-over-year.

In Asia-Pacific, Chinese brands maintained a stable lead at around 43% share.

Overall, Chinese TV brands have transitioned from breakthroughs in isolated markets to coordinated multi-regional expansion: leaping ahead in Europe, deepening penetration in North America, and reinforcing dominance in Asia-Pacific—building a more resilient and balanced global footprint.

Chinese TV Brands Complete a Tiered Portfolio: Leading in Mid-Tier, Solid in Mid-Premium, and Gaining Scale in Premium

Across price segments, Chinese brands maintain strong presence throughout the spectrum—demonstrating broad coverage and a balanced structure.

• In the $0–150 segment, they hold 29% share, nearly on par with U.S. brands (30%).
• Their dominance is clearest in the mid-tier:
• 36% share in $150–300,
• 39% share in $300–400—ranking #1 in both bands.
• In the $400–600 mid-premium range, they secure 31% share, firmly holding second place.
• In $600–800, their share rises to 34%, narrowing the gap with Korean brands (39%).
• Even in the premium segment above $800, Chinese brands command a notable 24% share, ranking second globally.

This tiered structure confirms that Chinese TV brands now lead in the mid-tier, maintain a solid foothold in mid-premium, and have established a meaningful scale presence in the high-end—completing a comprehensive and resilient price-positioning strategy.

Ultra-Large Screens as the Tipping Point: Chinese Brands Pull Ahead

Screen size structure reveals deeper shifts in the competitive landscape.

Globally, Chinese brands’ market share increases steadily with screen size:31% in entry-level sizes (32"),37% in mid-range sizes (55"/65"),39% in large sizes (75"/85"),and a dominant 79% in ultra-large sizes (98"+)—demonstrating a clear tiered advantage.

Korean brands remain competitive in mid- and large-size segments but lose ground significantly in the ultra-large category.
U.S. brands are heavily concentrated in smaller screens—holding 20% share at 32", but dropping to just 8% in large sizes and nearly exiting the ultra-large segment entirely.
Japanese brands maintain a relatively stable footprint, hovering around 10% across most size bands, except in ultra-large screens where their presence is minimal.

Overall, Chinese brands have established a structural edge across mid-, large-, and ultra-large sizes, with particularly commanding leadership in the ultra-large segment.

Looking ahead, amid sustained online growth and ongoing screen-size upgrades, Chinese brands are leveraging their full-price-tier portfolio and large-screen strength to drive simultaneous gains in market share and product mix optimization. As the strategic weight of large screens continues to rise, this structural advantage is poised to further amplify their position in the global TV market.