A few years ago, the premium segment of televisions seemed reserved for giants like Samsung and LG. However, the latest data shows that Chinese brands such as Hisense and TCL are effectively shaking up this orderly world. Are we witnessing the beginning of a new era in the RTV industry?
Giants are losing ground
Let’s not kid ourselves – for many of us, premium televisions are an investment we make with the intention of using them for many years. That's why we are surprised that the leaders in this market are starting to lose their position. Samsung, the undisputed king of premium televisions, has experienced a dramatic drop in market share – from 43% last year to 30% in 2024. LG, which has always attracted us with its OLEDs, is also facing issues – its share has dropped from 20% to 16%. And who benefits from this? We, the consumers. Chinese manufacturers are confidently entering the market in place of the Korean giants, offering equipment that combines solid quality with affordable prices.
Hisense and TCL – our new favorite brands?
It is undeniable – in the past, Chinese brand televisions were associated mainly with budget models that were “okay, but not stunning.” Today, the situation is completely different. Hisense and TCL show that they can compete at the same level as Samsung or LG – only they do it cheaper. And you know what’s the best part? Chinese brands are starting to pay attention to us, the users, and are trying to understand what we really need. Most of us want good picture quality, solid brightness, and modern design – without having to take out a loan. And that’s exactly what we get.
And what about Samsung and LG?
Of course, the major players have not said their last word yet. Samsung continues to develop its QD-OLEDs, and LG’s WOLEDs. But the pressure is increasing. We, as consumers, are increasingly looking at prices and wondering: does the difference in quality really justify such a large expense? If Samsung and LG want to win us over, they will have to react. Maybe they will lower prices? Maybe they will introduce more affordable models? One thing is certain – it won’t be that easy for them anymore.a
Chinese Revolution in the Premium TV Market
For years, when thinking of premium TVs, two brands primarily came to mind: Samsung and LG. They were the key players in this segment, and their products were synonymous with the highest image quality. However, the situation is now changing. Chinese brands such as Hisense and TCL are entering the scene and doing so in a truly spectacular style.
Why is this great news for consumers?
Looking at these changes, it's hard not to notice one thing: increasing competition is a tremendous opportunity for us, the users. We have a growing selection and better options at more reasonable prices. Chinese brands, such as Hisense and TCL, demonstrate that a premium TV doesn't have to cost as much as a used car. Moreover, their success forces the giants to act. We are already seeing that the prices of some Samsung and LG models are starting to drop, and we can enjoy TVs that just a few years ago were out of our reach.
What will the future bring?
Will Chinese brands permanently occupy the top of the premium segment? All signs indicate that they will - especially after the recent declaration from Hisense. Consumers have no reason to complain. With Hisense and TCL starting to take the lead, the market is becoming more diverse, and informed users are gaining access to TVs that offer an increasingly better price-to-quality ratio.
If this is what the future looks like, then I can't wait to see what next year will bring. How about you?
Source: https://www.flatpanelshd.com/news.php?subaction=showfull&id=1733395060
Source: Counterpoint Research
