China's TV shipments continue to fall with smaller brands edged out
Brands shipped 2.7 million sets in September, 7.5% fewer than a year earlier, RUNTO says.
TV brands shipped 2.702 million sets into China's market in September, 7.5% fewer than a year earlier, research firm RUNTO (洛图科技) said in its monthly report. February was the only month of 2026 in which shipments rose from a year earlier, and shipments from January through September totaled 21.907 million sets. The figures count what brands ship to sales channels, not what shoppers buy.
Chinese brands have the PRC market almost to themselves. The eight largest shipped about 2.574 million sets in September, or 95.3% of the total. Hisense, Skyworth (创维) and TCL took 61.8% between them, and Xiaomi, including its Redmi brand, took 17.1%. Changhong (长虹), Haier and Konka (康佳) together took 14.2%, but their shipments fell 13.3% from a year earlier, against 2.3% for the three largest brands. Huawei shipped just 60,000 sets, a 3.3% decrease, according to the report.
Samsung pulled out of China's TV market in May, RUNTO says, and the remaining foreign brands, Sony, Philips and Sharp, shipped about 50,000 sets combined.
RUNTO forecasts that retail unit sales during the autumn shopping promotions, which run until Nov. 13 on JD.com, will fall about 5% from a year earlier, with retail value roughly flat. It thinks an all-out price war is unlikely, given weak buying sentiment and high costs.
Sources: 洛图科技 RUNTO (OFweek 维科号)
Editor: Ian Lamont
