On April 12th, according to the latest data released today by All View Cloud, the brand's complete machine shipments in the Chinese TV market reached 8.44 million units in the first quarter of this year, a slight decrease of 0.9% compared to the same period last year.
In terms of brands, in the first quarter, brands with monthly shipments exceeding 100,000 units were all domestic brands. Although eight brands experienced mixed growth and decline, the combined shipment volume exceeded that of the same period last year.
Lutu Technology stated that the recession in the first quarter was partly attributed to the long-term underperformance of foreign brands.
In the first quarter of this year, the combined shipments of the top seven brands in the Chinese TV market—Xiaomi, Hisense, TCL, Skyworth, Changhong, Haier, and Konka, along with their sub-brands—reached 7.74 million units, a decrease of 1.9% year-over-year.
Xiaomi, including its Redmi brand, shipped approximately 1.75 million units.
According to Roth Capital, in the second half of 2023, Xiaomi TV shifted its strategy towards "profit orientation." In the first quarter of this year, the company reduced its offerings of small, low-end models while enhancing its lineup with 98-inch and 100-inch models, significantly improving its product structure. This strategy led to a revenue increase of over 10% compared to the same period last year.
In the mid-to-high-end segment, Xiaomi's Mini LED TVs gained a retail market share exceeding 20% in the first quarter.
Hisense, TCL, and Skyworth, the traditional top three brands including their sub-brands, together shipped 4.78 million units in the first quarter, marking a 5.2% increase year-over-year. Their combined market share rose by 3.3 percentage points to 56.6%.
Following them, Changhong, Haier, and Konka shipped between 300,000 to 550,000 units each during the first quarter, totaling 1.21 million units. This represents a 6.8% decline from the previous year, a steeper drop than the top four brands, with their combined market share falling by 0.9 percentage points to 14.3%.
The four major foreign brands—Sony, Samsung, Philips, and Sharp—shipped less than 300,000 units in total during the first quarter, experiencing a decline exceeding 20% year-over-year, with a combined market share of just 3%, keeping them at the lower end of the market.
