中國的電視市場:各顯示器類型，各螢幕大小，各技術，各終端用戶，各種價格，各流通管道，各地區，機會，預測，2018年～2032年

受技術創新、消費者偏好變化、政府政策和激烈競爭的推動，中國電視市場規模預計將從 2024 年的 721 億美元增長到 2032 年的 922.6 億美元，在 2025-2032 年預測期內的複合年增長率為 3.13%。隨著 4K 的全球普及以及 8K 超高清電視的出現，顯示技術的快速發展受到政府計劃的推動。 OLED、Mini-LED 和 QLED 等高階顯示器技術也面臨競爭，國內企業與國際企業展開激烈較量。透過與本地串流媒體平台的合作，智慧電視功能以及人工智慧語音助理和物聯網連接也正在成為主流。

可支配收入的增加，尤其是中國城市中產階級的可支配收入，推動了對具有更大螢幕和更先進功能的高階電視的需求，例如具有高刷新率和 HDMI 2.1 相容性的遊戲機型。政府對農村市場節能電視的補貼以及鼓勵企業推動國內面板製造的 "中國製造2025" 計畫等政策也推動了成長。網路購物平台也很重要，電視銷售額佔總銷售額的近一半，線下體驗店和直播購物正在改善消費者互動。展望未來，可折疊和透明顯示器、雷射電視的擴展以及與智慧家庭系統的整合等創新將改變市場，預計這個競爭激烈的市場將繼續成長。

例如，2024年7月，深圳TCL新技術有限公司推出第三代藝術電視A300系列，包括A300Pro、A300W兩款機種。這些新款電視採用光滑的平面後面板設計，使整個電視具有統一、無縫的外觀。而且，無需佔用外部周邊設備的空間，而且設備非常纖薄，厚度僅 27.9 毫米。

本報告提供中國的電視市場相關調查，提供市場概要，以及各顯示器類型，各螢幕大小，各技術，各終端用戶，各種價格，各流通管道，各地區趨勢，及加入此市場的主要企業簡介等資訊。

目錄

第1章 計劃的範圍和定義

第2章 調查手法

第3章 美國的關稅的影響

第4章 摘要整理

第5章 顧客的迴響

第6章 中國的電視市場預測，2018年～2032年

• 市場規模分析與預測
• 市場佔有率分析與預測
  • 各顯示器類型
    • LED
    • QLED
    • 有機發光二極體
    • 其他
  • 各螢幕大小
    • 不滿32英吋
    • 32英吋～45英吋
    • 46英吋～55英吋
    • 55～65英吋
    • 65英吋以上
  • 各技術
    • 智慧
    • 非智慧
  • 各終端用戶
    • 住宅
    • 商業
  • 各種價格
    • 低價格
    • 中價格
    • 高價
  • 各流通管道
    • 多品牌經銷店
    • 超級市場/大賣場
    • 專賣店
    • 線上
    • 其他
  • 各地區
    • 東部
    • 西北部
    • 西南部
    • 中南部
    • 其他地區
  • 各企業市場佔有率分析(前五名公司以及其他- 各金額，2024年)
• 2024年的市場地圖分析

第7章 需求供給分析

第8章 進出口的分析

第9章 價值鏈分析

第10章 波特的五力分析

第11章 大環境分析

第12章 價格分析

第13章 市場動態

• 市場促進因素
• 市場課題

第14章 市場趨勢與發展

第15章 政策和法規情形

第16章 案例研究

第17章 競爭情形

• 前五名市場領導的競爭矩陣
• 前五名參與企業的SWOT分析
• 前10名市場主要企業的形勢
  • Hisense Home Appliances Group Co., Ltd.
  • Shenzhen TCL New Technology Co., Ltd.
  • Skyworth Group Co., Ltd.
  • Xiaomi Corporation
  • Guangdong Changhong Electronics Co., Ltd.
  • Haier Group Corporation
  • Konka Group Co., Ltd.
  • Amoi Electronics Co., Ltd.
  • Realme Mobile Telecommunications (Shenzhen) Co., Ltd.
  • OnePlus Technology (Shenzhen) Co., Ltd

第18章 策略性建議

第19章 關於調查公司·免責聲明

China television market is projected to witness a CAGR of 3.13% during the forecast period 2025-2032, growing from USD 72.10 billion in 2024 to USD 92.26 billion in 2032F owing to technological innovation, shifting consumer preferences, government policies, and intense competition. The swift evolution in display technology, with the global penetration of 4K and the advent of 8K Ultra-HD TVs, is driven by government plans. Premium display technologies such as OLED, Mini-LED, and QLED are also competing, with domestic players pitted against international companies. Smart TV features, coupled with AI voice assistants and IoT connectivity, are also becoming mainstream, driven by collaborations with local streaming platforms.

Growing disposable incomes, especially of China's urban middle class, are driving demand for premium TVs with bigger screens and more advanced features, such as gaming-ready models with high refresh rates and HDMI 2.1 compatibility. Government policies also drive growth, including subsidies for energy-efficient TVs in rural markets and the "Made in China 2025" plan, reinforcing domestic panel manufacturing through companies. Online shopping platforms are also important, with TV sales contributing to almost half of the total, while offline experience stores and livestream shopping improve consumer interaction. In the future, the market is likely to change with innovations such as foldable and transparent displays, expansion of laser TVs, and integration into smart home systems, with continued growth in this competitive market.

For instance, in July 2024, Shenzhen TCL New Technology Co., Ltd. rolled out a third-generation art TV, the A300 series, featuring the A300 Pro and A300W models. These new models showcase a sleek flat back panel design, creating a seamless look with the entire TV integrated into one piece. Plus, there are no external peripherals cluttering up the space, and the body measures a slim 27.9mm in thickness.

Domestic Demand and Premiumization Drives China Television Market

The television market in China is growing strongly, driven by firm domestic demand and premiumization trends. With the growth of middle-class disposable incomes in China, consumers are switching from standard HD TVs to higher-end, feature-packed sets with 4K/8K resolution, OLED and Mini-LED screens, and smart functionality. Screen sizes of 65 inches and above are also popular, especially among urban consumers, where consumers seek an immersive viewing experience. Incorporating sophisticated technologies like AI voice assistants, IoT connectivity, and gaming-focused features such as high refresh rates and HDMI 2.1 also spurs premiumization. Local brands are leveraging this trend with high-performance TVs at affordable prices, while overseas players dominate the ultra-premium category. As smart home systems become more common, TVs become central entertainment and control points, further fueling demand for advanced, networked devices.

For instance, in January 2024, Chinese display and television manufacturers Shenzhen TCL New Technology Co., Ltd. and Hisense Home Appliances Group Co., Ltd. unveiled their latest TV sets at CES 2024. The TV is a 75-inch mini-LED-backlit TV that boasts a thickness of under 14 millimeters, along with an ultra-thin laser TV showcased on the side.

Technological Advancements Propel the Television Market in China

The Chinese TV market is going through a swift change propelled by the latest technological advancements that are altering consumer demand and industry norms. The popularity of ultra-high-definition screens leads to this change, as 4K resolution sets a new norm and 8K technology dominates the premium markets. This movement has been propelled by state-backed programs such as the Ultra-HD Promotion Plan and fueled by China's increasing leadership in display panel production via firms. Smart TV features have moved well beyond simple streaming, with cutting-edge AI voice assistants, IoT connectivity, and effortless integration with China's digital ecosystem through collaborations with leading content platforms. Maturing technologies are offering new market opportunities, especially in the gaming space where support for high refresh rates (120Hz+), HDMI 2.1, and variable refresh rate (VRR) have emerged as major selling factors. Looking to the future, the sector is investigating cutting-edge innovations such as foldable and transparent displays, laser TV technology, and greater smart home integration, bringing China's TV market to the pinnacle of technological development in the global consumer electronics space.

For instance, in March 2024, Samsung Electronics Co., Ltd. rolled out its 2024 microLED TV lineup in China. Samsung claims to have made significant improvements to its microLED technology, boasting better contrast thanks to a new, yet-to-be-explained innovation called 'micro-contrast technology,' along with enhanced color accuracy. Plus, these microLED TVs come equipped with built-in 6.2.2 Dolby Atmos sound and are powered by Samsung's latest NQ8 AI Gen 3 AI chipset.

QLED Display is Dominating the China Television Market Share

QLED screens have solidified their supremacy in Chinese TV markets with a high share as buyers continually prefer their excellent brightness, color capabilities, and affordability. Dominant local brands have pioneered this wave with vigorous promotions for QLED TVs with added Mini-LED backlighting technology that offers nearly OLED picture quality but at lower costs. For instance, in March 2025, Shenzhen TCL New Technology Co., Ltd. rolled out its third-generation art TV, the A300 series, featuring the A300 Pro and A300W models. These new models showcase a sleek flat back panel design, creating a seamless look with the entire TV. Samsung Electronics will directly compare its own QLED TV with that of China's Shenzhen TCL New Technology Co., Ltd. These advances in technology, coupled with QLED's natural strengths such as longer lifespan and no burn-in risk, have made it extremely attractive for mainstream and premium markets, particularly for larger screen sizes over 55 inches. Support from the Chinese government for domestic display production by companies has also consolidated QLED's market standing by providing stable panel supply and competitive pricing. While OLED maintains the luxury space by brands, the value proposition of QLED and ongoing advancements in quantum dot technology indicate that it will continue to lead the market, even as next-generation technologies such as QD-OLED and MicroLED start to become future challengers in the premium space.

Future Market Scenario (2025-2032F)

The shift to 5G networks will improve streaming performance, enabling ultra-HD and 8K video content, which is expected to boost market growth further.

Manufacturers are focusing on developing high-resolution TVs with 4K and 8K technology to meet consumer demands for superior picture quality.

The increasing demand for high-quality content is driving market expansion.

Key Players Landscape and Outlook

The market outlook is positive, with the Chinese television market expected to grow, driven primarily by the smart TV segment. The premium TV market is experiencing rapid growth, with Chinese brands gaining significant traction. Technological advancements in display technologies such as MiniLED, QD-LCD, and OLED are driving consumer interest in high-quality TVs. However, traditional TV providers face challenges from OTT platforms, necessitating innovation in content delivery and smart home integrations to remain competitive. Looking ahead, smart TVs are expected to continue dominating the market due to their internet connectivity and access to streaming services. Premium TVs will also see high growth as consumers increasingly opt for advanced display technologies such as MiniLED and OLED. Chinese brands are poised to further expand their global presence, potentially challenging Korean brands' dominance in the TV market. Overall, the China television market is set for continued growth driven by technological advancements and global expansion strategies, with both domestic and international brands playing significant roles.

For instance, in February 2025, JD.com, Inc., Skyworth Group Co., Ltd., and BOE Technology Group Co., Ltd. have teamed up to introduce a mini light-emitting diode television boasting a massive 100-inch screen. With national subsidies factored in, the price for each unit comes down to around USD 1,240 (CNY 9,000).

Table of Contents

1. Project Scope and Definitions

2. Research Methodology

3. Impact of the U.S. Tariffs

4. Executive Summary

5. Voice of Customers

• 5.1. Respondent Demographics
• 5.2. Brand Awareness
• 5.3. Factors Considered in Purchase Decisions
• 5.4. Challenges Faced Post Purchase
• 5.5. Preferred Distribution Channel
• 5.6. Frequency of Purchase

6. China Television Market Outlook, 2018-2032F

• 6.1. Market Size Analysis & Forecast
  • 6.1.1. By Value
  • 6.1.2. By Volume
• 6.2. Market Share Analysis & Forecast
  • 6.2.1. By Display Type
    • 6.2.1.1. LED
    • 6.2.1.2. QLED
    • 6.2.1.3. OLED
    • 6.2.1.4. Others
  • 6.2.2. By Screen Size
    • 6.2.2.1. Less Than 32"
    • 6.2.2.2. 32"-45"
    • 6.2.2.3. 46"-55"
    • 6.2.2.4. 55"-65"
    • 6.2.2.5. Above 65"
  • 6.2.3. By Technology
    • 6.2.3.1. Smart
    • 6.2.3.2. Non-Smart
  • 6.2.4. By End-user
    • 6.2.4.1. Residential
    • 6.2.4.2. Commercial
  • 6.2.5. By Price Range
    • 6.2.5.1. Economy
    • 6.2.5.2. Mid-Range
    • 6.2.5.3. Premium
  • 6.2.6. By Distribution Channel
    • 6.2.6.1. Multi-Branded Outlets
    • 6.2.6.2. Supermarkets/Hypermarkets
    • 6.2.6.3. Specialty Stores
    • 6.2.6.4. Online
    • 6.2.6.5. Others
  • 6.2.7. By Region
    • 6.2.7.1. East China
    • 6.2.7.2. Northwest China
    • 6.2.7.3. Southwest China
    • 6.2.7.4. South Central China
    • 6.2.7.5. Rest of China
  • 6.2.8. By Company Market Share Analysis (Top 5 Companies and Others - By Value, 2024)
• 6.3. Market Map Analysis, 2024
  • 6.3.1. By Display Type
  • 6.3.2. By Screen Size
  • 6.3.3. By Technology
  • 6.3.4. By End-User
  • 6.3.5. By Price Range
  • 6.3.6. By Distribution Channel
  • 6.3.7. By Region

7. Demand Supply Analysis

8. Import and Export Analysis

9. Value Chain Analysis

10. Porter's Five Forces Analysis

11. PESTLE Analysis

12. Pricing Analysis

13. Market Dynamics

• 13.1. Market Drivers
• 13.2. Market Challenges

14. Market Trends and Developments

15. Policy & Regulatory Landscape

16. Case Studies

17. Competitive Landscape

• 17.1. Competition Matrix of Top 5 Market Leaders
• 17.2. SWOT Analysis for Top 5 Players
• 17.3. Key Players Landscape for Top 10 Market Players
  • 17.3.1. Hisense Home Appliances Group Co., Ltd.
    • 17.3.1.1. Company Details
    • 17.3.1.2. Key Management Personnel
    • 17.3.1.3. Key Products Offered
    • 17.3.1.4. Key Financials (As Reported)
    • 17.3.1.5. Key Market Focus and Geographical Presence
    • 17.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisition
  • 17.3.2. Shenzhen TCL New Technology Co., Ltd.
  • 17.3.3. Skyworth Group Co., Ltd.
  • 17.3.4. Xiaomi Corporation
  • 17.3.5. Guangdong Changhong Electronics Co., Ltd.
  • 17.3.6. Haier Group Corporation
  • 17.3.7. Konka Group Co., Ltd.
  • 17.3.8. Amoi Electronics Co., Ltd.
  • 17.3.9. Realme Mobile Telecommunications (Shenzhen) Co., Ltd.
  • 17.3.10. OnePlus Technology (Shenzhen) Co., Ltd

Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.

18. Strategic Recommendations

19. About Us and Disclaimer

List of Tables

• Table 1. Competition Matrix of Top 5 Market Leaders
• Table 2. Mergers & Acquisitions/ Joint Ventures (If Applicable)
• Table 3. About Us - Regions and Countries Where We Have Executed Client Projects

List of Figures

• Figure 1. China Television Market, By Value, In USD Billion, 2018-2032F
• Figure 2. China Television Market, By Volume, In Thousand Units, 2018-2032F
• Figure 3. China Television Market Share (%), By Display Type, 2018-2032F
• Figure 4. China Television Market Share (%), By Screen Size, 2018-2032F
• Figure 5. China Television Market Share (%), By Technology, 2018-2032F
• Figure 6. China Television Market Share (%), By End-user, 2018-2032F
• Figure 7. China Television Market Share (%), By Price Range, 2018-2032F
• Figure 8. China Television Market Share (%), By Distribution Channel, 2018-2032F
• Figure 9. China Television Market Share (%), By Region, 2018-2032F
• Figure 10. By Display Type Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 11. By Screen Size Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 12. By Technology Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 13. By End-user Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 14. By Price Range Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 15. By Distribution Channel Map-Market Size (USD Billion) & Growth Rate (%), 2024
• Figure 16. By Region Map-Market Size (USD Billion) & Growth Rate (%), 2024