In the last year, some Chinese TV brands have made waves in the television industry and are beginning to overtake their competitors. These Chinese TV brands have become a force in the global market with cutting-edge technology and affordable pricing. Here we look at how the global television market is changing and the top Chinese TV brands that are leading the charge.
Table of Contents
Overview of the TV market in China
The rise of Chinese TV brands
Top Chinese TV brands
1. Hisense
2. TCL
3. Xiaomi
4. Skyworth
5. Changhong
Final thoughts
Overview of the TV market in China
The TV market has experienced tremendous growth over the past decade and the global television market is expected to reach USD 427.56 billion in 2025. The market is expected to continue to grow at a compound annual growth rate (CAGR) of 7.7% to reach USD 835.80 billion by 2034.
In 2024, Chinese TV manufacturers Hisense and TCL made history by surpassing Korean giants Samsung and LG in global TV shipments for the first time. According to research from Omdia, Hisense and TCL captured a combined 30.2% share of global shipments in Q4 of 2024, while Samsung and LG had a combined 26.2%. Let’s look a little closer at the stats for 2024:
- Hisense held 15.6% market share with a 29% increase in shipments.
- TCL followed closely with a 14.6% market share after a 20% increase in shipments.
- Samsung remained the top single brand at 16.4% market share but faced a decline in shipments.
- LG Electronics dropped to a 9.8% market share.
Although Samsung and LG still have higher TV shipment values due to premium pricing, Chinese manufacturers are quickly closing the gap.
The rise of Chinese TV brands
In recent years, Chinese TV brands have become increasingly competitive in the global market, offering a mix of affordability, technological advancement, and diverse product options.
Backed by growing investments in research and development, Chinese TV brands now deliver products with features comparable to those from long-established brands like Samsung and Sony.
Here are a few reasons why Chinese TV brands are gaining wider consumer interest:
- Affordability: Chinese brands often offer premium features at significantly lower price points, making them an attractive option for budget-conscious buyers.
- Innovation: Many Chinese brands lead the way in new display technologies like Mini-LED and Laser TVs.
- Smart features: Seamless integration with Google TV and Android TV. Additionally, proprietary smart operating systems are now standard for many Chinese TV brands. These features give consumers easy access to streaming services, smart home controls, and voice assistance.
- Global reach: Chinese manufacturers now design products specifically for international markets. The goal is for TVs built to meet diverse consumer needs and quality standards outside of China.
- Broad product range: Whether it’s an entry-level model or a premium 8K QLED, Chinese brands offer a wide selection of TVs across different sizes and price points.
Top Chinese TV brands
Let’s get into the top five popular Chinese TV brands that are leading the Chinese market, but also having an impact in the consumer electronics sector across the globe.
1. Hisense
Hisense has been a powerhouse in the global TV market for years, and its reputation for offering affordable high-quality TVs has earned it a loyal following. Hisense’s lineup includes smart TVs, ULED models (an upgraded version of LED), and Laser TVs, which offer high brightness and contrast for a more cinematic experience.
- Main Markets: North America, Europe, Asia-Pacific
- Who Buys Hisense:
- Budget-conscious consumers
- Smart home enthusiasts
- Cinema lovers
Hisense’s rapid expansion into international markets, particularly in North America and Europe, has solidified its place among the top TV brands.
2. TCL
TCL is one of the world’s largest television manufacturers and a leader in the smart TV segment. Known for combining cutting-edge technology with affordable pricing, TCL offers a range of TVs, from 4K Ultra HD models to high-end QLED displays. The brand has forged partnerships with Roku and Google TV, making TCL TVs a popular choice for tech-savvy consumers.
- Specialty: Smart TVs, 4K TVs, QLED TVs
- Main Markets: North America, Europe, Asia
- Who Buys TCL:
- Budget-conscious shoppers
- Tech enthusiasts
- Smart TV users
TCL’s global presence has been strengthened by its focus on providing excellent value at competitive price points, making it a go-to for those looking for quality without breaking the bank.
3. Xiaomi
Xiaomi, primarily known for its smartphones, has made significant inroads into the TV market in recent years. Offering an impressive range of smart TVs with AI integration and Android TV, Xiaomi has become one of the fastest-growing TV brands, particularly in Asia.
- Specialty: Smart TVs, Android TVs, OLED TVs
- Main Markets: Asia, Europe, South America
- Who Buys Xiaomi:
- Budget-conscious consumers
- Tech-savvy users
- Smart home enthusiasts
Xiaomi’s smart TVs, which integrate seamlessly with other Xiaomi smart home devices, are a favorite for anyone looking to set up a connected home.
4. Skyworth
Skyworth is a well-established TV brand in China, known for its high-end models featuring OLED and QLED technologies. The brand has a strong presence in both the domestic and international markets, especially in Europe and Asia. Skyworth also focuses on AI-driven smart TVs, which include voice control and personalized content recommendations.
- Specialty: OLED, QLED, AI-powered Smart TVs
- Main Markets: Europe, Asia-Pacific, Latin America
- Who Buys Skyworth:
- Tech enthusiasts
- Home theater aficionados
- Consumers looking for premium smart TVs
Skyworth continues to innovate with its smart features and high-end display technologies, aiming to compete with global giants like Samsung and LG.
5. Changhong
Changhong has been around for decades and is a well-regarded name in the affordable TV market. While they aren’t as high-tech as Hisense or TCL, they provide solid LED TV models with excellent value for money. The brand is especially popular in Southeast Asia, but its presence is growing in Europe and North America.
- Specialty: LED TVs, budget-friendly models
- Popular Products: Changhong 50-inch 4K UHD TV, Changhong 32-inch Smart TV
- Main Markets: Southeast Asia, Europe, North America
- Who Buys Changhong:
- Budget-conscious families
- First-time TV buyers
- Small businesses and offices
Changhong’s competitive pricing and reliable performance make it an appealing choice for budget-conscious consumers who want a solid TV experience without the premium price tag.
Final thoughts
Chinese TV brands like Hisense, TCL, and Xiaomi have already earned their place among the global TV giants. With a focus on smart technology, affordable pricing, and premium features, these brands continue to push the envelope and cater to a wide range of consumer preferences. Whether you’re a budget shopper or looking for the latest QLED or OLED technology, Chinese brands have something to offer.
