China TV market sees 12.7% sales drop as large‑screen, high‑end models dominate

LuoTu Technology reports that in the first half of 2026 Chinese TV retail volume fell 12.7% year‑on‑year to 11.98 million units, with revenue down 7.7% to ¥49.94 billion. Average unit price rose 5.8% to ¥4,169, reflecting a shift from volume growth to value‑reconstruction. The market moved toward larger screens – average size reached 64.9 inches, 75‑inch models held a 24% share, and ultra‑large 85‑inch‑plus units grew to 14.3% of sales. Mini LED TVs grew 3.8% in volume, reaching a 31.9% penetration in Q2, especially in the 85‑inch‑plus segment where adoption exceeds 70%. Hisense captured 79.5% of the RGB‑Mini LED niche, while TCL led the SQD‑Mini LED segment with 69.3% share.

In the same period, online sales of computer monitors slipped 9.8% to 5.79 million units. AOC remained the top brand with a 15.6% share, followed by HKC (10.9%) and Xiaomi (7%). Traditional e‑commerce platforms lost ground to short‑video and social‑commerce sites such as Douyin and Pinduoduo. High‑end features, especially for esports, drove a 67% penetration of gaming monitors, and Xiaomi’s strategy of offering premium specs at lower prices helped it retain a strong position. LuoTu forecasts the full‑year TV volume will decline another 8.6%, marking the lowest market size since 2010.