China's total TV shipments in May were 2.83 million units, down 2.1% year-on-year

On June 8, Luotu Technology's latest "Monthly Express for Brand Shipping in China's TV Market" data showed that in May 2025, the shipment of brand-name machines in China's TV market was 2.83 million units, a year-on-year decrease of 2.1%.

Since the "national subsidy" came into effect in October last year, shipments have achieved year-on-year growth for six consecutive months; starting from April, it has shown a year-on-year decline for two consecutive months. As of the end of May, the cumulative shipments of the TV market were 14.035 million units, benefiting from the performance in the first quarter, an overall increase of 1.7% compared with the same period last year.

On May 13, the 2025 618 promotion season officially started, and the entire promotion cycle further extended to nearly 40 days, an increase of nearly 10 days from last year, setting a record for the longest history. Luotu Technology said that compared with the newly added national subsidy stimulus policies this year in 2024 and the overwhelming national subsidy quota information, more consumers will be encouraged to purchase during the promotion period, and it is predicted that the total retail sales in the whole cycle will achieve a year-on-year growth of more than 10%.

From the brand perspective, in May 2025, the total shipment volume of the top eight main brands in the Chinese TV market, namely TCL, Xiaomi, Hisense, Skyworth, Changhong, Haier, Huawei, Konka and its sub-brands was about 2.7 million units, a slight decrease of 0.9% year-on-year, and the combined market share reached 95.4%. The combined shipments of the three traditional main brands (sub-brands) of TCL, Hisense and Skyworth in May were about 1.66 million units, a year-on-year decrease of 2.4%, and the combined market share was 58.7%. Xiaomi (including Redmi) shipments in May were about 600,000 units, a year-on-year increase of 9.1%, and a market share of 21.2%, an increase of 1.8 percentage points from April.