Xiaomi TV shipments edge up 1.5% as global market sees modest growth

Xiaomi maintained its position as the world’s fifth-largest TV brand, recording a steady 1.5% year-over-year increase in the first half of 2025. TrendForce’s latest figures show global TV shipments reached 92.5 million units in H1 2025, up 2% from last year. Factors driving this performance include ongoing tariff uncertainties and China’s trade-in subsidy programs. The top five players—Samsung, TCL, Hisense, LG, and Xiaomi—accounted for 65.6% of total market share. Although Xiaomi’s growth may appear modest, the company continues to demonstrate resilience by targeting value-focused consumer segments and executing consistent market strategies.

Competitive Landscape: Chinese Brands Accelerate

Chinese brands, particularly TCL and Hisense, are accelerating their global expansion. TCL posted an impressive 12.5% growth, while Hisense achieved a 7.3% increase. Samsung’s shipments remained flat, and LG Electronics declined by 1.1%. These shifts underscore the increasing influence of Chinese manufacturers, who are leveraging international growth strategies and competitive pricing to capture market share.

Mini LED Technology Gains Momentum

Mini LED technology is rapidly gaining traction. TrendForce projects shipments will surge 67% year-over-year to reach nearly 13 million units in 2025. TCL, Hisense, and Xiaomi are at the forefront of this transition, bolstered by policy subsidies. Combined, these three brands are expected to command 62% of the Mini LED market, with penetration rising to approximately 6.6%. Xiaomi’s investments in Mini LED technology reflect the company’s intent to offer advanced displays at competitive prices, differentiating itself in the premium segment.

Market Challenges and Industry Outlook

Key challenges remain for the remainder of 2025. Elevated panel costs are limiting the scale of promotional campaigns, while shifting tariffs continue to impact consumer sentiment. Policy adjustments may also dampen domestic demand. Early shipment strategies in Q1 2025 resulted in 45.59 million units shipped—a 6.1% year-over-year gain—but some analysts warn this may have pulled forward demand that would typically occur during peak seasons. Consequently, TrendForce revised its 2025 shipment forecast downward to 195 million units, marking a slight 1.1% annual decrease.

Regional Performance and Strategic Focus

The U.S. market posted 2–3% annual growth during H1 2025, though there are concerns that this pace may have drawn demand away from the second half of the year. Xiaomi continues to focus on emerging markets and value-driven segments, positioning the company for sustained growth despite broader market headwinds.

International expansion remains critical to Xiaomi’s TV business strategy. By integrating its televisions into a broader smart home ecosystem, Xiaomi aims to deliver comprehensive solutions that extend beyond traditional TV functionality.

Source: ITHome