In the shrinking Chinese TV market, foreign TVs are virtually disappearing. Samsung Electronics, the world’s No. 1 TV market, is also not doing as well in China.
According to the monthly report on Chinese TV market brand shipments by Chinese research firm Lunto on the 11th, out of 3.57 million units shipped to the Chinese TV market in November, Samsung Electronics and other four major overseas TV brands accounted for less than 5%.
Shipments of No. 1 Hisense and No. 2 TCL topped 800,000 units, respectively, while those of Sony, Samsung Electronics, Philips and Sharp, the combined shipments of the four major foreign brands, fell to less than 200,000 units in November. The combined shipments of the four major foreign brands fell nearly 20 percent from the same month last year. Xiaomi, the third-largest brand in China, shipped 700,000 units in November, and Skyworth, the fourth-largest brand, topped 600,000 units. Changhong, Konka, and Haier were ranked second. The top seven Chinese brands already have a market share of over 93 percent for five consecutive months.
However, Huawei’s TV shipments in China are showing a slump, with annual cumulative shipments of only 700,000 units.
According to DSCC, Samsung Electronics’ shipments in the Chinese TV market exceeded 20% until 2019, but fell to 10% in 2021, followed by a low single-digit number this year.
Among them, the Chinese TV market is getting smaller as the saturation intensifies.
Annual TV shipments to the Chinese TV market fell 7 percent year-on-year, as they did not exceed 37 million units last year. In November this year, shipments of 3.57 million units also fell 4.5 percent from October and 13.2 percent from the same month last year.
According to the report, the Chinese TV market has already declined more than 10% for five consecutive months compared to the same month last year.
As a result, the total shipments of Hisense, TCL, Xiaomi, Skyworth, Changhong, Konka, and Haier in November were about 3,335,000 units, down 11.9% from the same period last year.
EJ SONG
US ASIA JOURNAL
