Chinese manufacturers are eating historical brands

Samsung carries 19 years being the manufacturer more televisions sell worldwide. In 2006 he snatched the leadership from LG, which years before had done the same with Sony. Since then, South Korea has sent in this market happening to what Japan was at the time. The situation is close to changing.

What’s happening. The television market is moving like never before. In 2022, TCL surpassed LG as the second largest manufacturer in the world. Hisense managed to tie in market share and The following year he surpassed him. But LG is not the only South Korean who is feeling the power of Chinese manufacturers. According to Counterpoint data, Samsung had a 17% market share on televisions three years ago. Fell to 16% in 2023, and remained in those numbers in 2024. But.

Tcl and Hisense are giving where it hurts the most. Samsung has managed to stay first, but the data is very clear about the path that the market is following. Samsung is falling 3.3% in distributed units In the first half of the year, while TCL and Hisense grow 6.3 and 2.6%.

Both were about 10% three years ago, already at the end of 2024 they were already 14% and 12% share. And the problem for Samsung, despite being maintained, is that these manufacturers are taking away a lot of share on premium televisions, which are far away from the most profitable.

Of 41% in this area at the end of 2023, Samsung fell to 29% at the end of 2023, while TCL and Hins fattened to forced marcheseven the first to overcome LG. They grow double digit in distributed units, but somewhat less in income, which indicates that they are flooding the market with cheaper televisions than competition.

Samsung led in Minilad, last. The key, According to analyst Bob O’Brien From Counterpoint, it has to do with the choice: “Consumers have to choose between a smaller OLED TV or a larger minied television.” “An increasing number of consumers choose Minilad,” he says.

According to Counterpoint, Samsung led in Minilad with his neo QLED from 2021 to 2024, until that year was surpassed by TCL and later by Hisense and Xiaomi. In 2025, Samsung is fourth in distributed units and third in income. They are not good news, but there are in regard to competitive technology.

Samsung has put all the meat on the grill with its QD-OED, and is going very well.

Samsung is beginning to dominate the juicy OLED market. The jewel of the crown in quality in the television market is the OLED and QD-OED panels. Until recently, LG was the absolute dominator on the market, marketing its best Woled matrices to rival companies such as Panasonic, Philips or Sony. However, in 2022, Samsung broke into the market with the innovation brought by nanoparticles to the market of self -subject panels.

With the QD-Oled Samsung panels, it brought something even more important than its good extra shine, resistance and color volume. He brought competition. That caused Sony to choose him in front of LG as manufacturer of the panel of his best televisions, but he has also turned the televisions market: Samsung already sells more OLED teles than LG in the United Statesand already sells more oled teles than neo qledwhich is as they call his miniled.

But there are more problems from China. The joy for the dominance of the OLED panels can last little. And it is that the Chinese company BOE, which is one of the largest OLED panel manufacturers on the planet, and that already supplies brands to brands like Apple, also It will enter the market for televisions components. Specifically, the DSCC consultant states that they are close to producing panels between 55 and 95 inches thanks to an investment of 9,000 million dollars in a new plant in Chengdú.

The challenge is capital, but Samsung has been the first to demonstrate that the leader can be unbridled, as he did in 2006 with the sales of televisions in general, and in 2025 with the sale of OLED televisions in some regions, after having been outside the self -affair market for many years.

The largest panel market, in the hands of TCL. After more than 30 years, Samsung He stopped manufacturing LCD panels in 2022 And he sold all his patents to CSOT, the panel manufacturing TCL subsidiary. The LG road has been the same: in 2024 they announced the sale of their division of LCD to CSOT, and This year they finished it. Although the OLED market is shooting in countries like China, standard LCD They continue to assume more than 88.45% of the market.

A market that has remained TCL and BOE. And that in its most profitable part it will give them joys, because the estimates suggest that this year, the Minilad will exceed sales to the OLED of Samsung and LG. And despite LG and Samsung market, they do it with panels from Chinese manufacturers for the sale of their factories.

The unexpected help from the United States. South Korea government is supporting Samsung and LG with subsidiesand the news that arrives from the United States favors them: there are American congressmen asking to include Boe in the “blacklist”. If the request thrives, lose the sale of panels to Apple and the possibility of entering the huge American television market can leave the company very touched.

Outstanding | Samsung, Arthur Wang in Unspash

In Xataka | If the question is how long the teles of our room will grow, the market speaks very clearly: until they do not