中国のテレビ市場：ディスプレイタイプ別、スクリーンサイズ別、技術別、エンドユーザー別、価格帯別、流通チャネル別、地域別、機会、予測、2018年～2032年

中国のテレビの市場規模は、技術革新、消費者嗜好の変化、政府政策、激しい競争により、予測期間の2025年～2032年のCAGRは3.13％となり、2024年の721億米ドルから2032年には922億6,000万米ドルに成長すると予測されています。4Kの世界の普及と8K超高精細テレビの登場によるディスプレイ技術の急速な進化は、政府計画によって推進されています。OLED、Mini-LED、QLEDなどのプレミアム・ディスプレイ技術も競合しており、国内参入企業は国際企業と争っています。AI音声アシスタントやIoTコネクティビティと結びついたスマートTV機能も、現地のストリーミング・プラットフォームとの提携によって主流になりつつあります。

特に中国の都市部の中間層の可処分所得の増加は、高リフレッシュレートやHDMI 2.1互換性を備えたゲーム対応モデルなど、大画面でより高度な機能を備えたプレミアムテレビの需要を促進しています。農村部市場におけるエネルギー効率の高いテレビへの補助金や、企業による国内パネル製造を強化する「メード・イン・チャイナ2025」計画など、政府の政策も成長を後押ししています。オンラインショッピングプラットフォームも重要で、テレビの売上は全体のほぼ半分を占め、オフラインの体験型店舗やライブストリーミングショッピングは消費者との交流を向上させています。今後、折りたたみ式や透明ディスプレイ、レーザーTVの拡大、スマートホームシステムへの統合などのイノベーションによって市場は変化し、この競争市場は継続的に成長するとみられます。

例えば、2024年7月、Shenzhen TCL New Technology Co., Ltd.は、A300 ProとA300Wモデルを特徴とする第3世代アートTV、A300シリーズを展開しました。これらの新モデルは、スマートなフラットバックパネルデザインを採用し、テレビ全体が一体化したシームレスな外観を実現しています。さらに、外付けの周辺機器でスペースを占有することもなく、本体の厚さは27.9mmとスリムです。

当レポートでは、中国のテレビ市場について調査し、市場の概要とともに、ディスプレイタイプ別、スクリーンサイズ別、技術別、エンドユーザー別、価格帯別、流通チャネル別、地域別動向、および市場に参入する企業のプロファイルなどを提供しています。

目次

第1章 プロジェクトの範囲と定義

第2章 調査手法

第3章 米国の関税の影響

第4章 エグゼクティブサマリー

第5章 お客様の声

第6章 中国のテレビ市場の見通し、2018年～2032年

• 市場規模分析と予測
• 市場シェア分析と予測
  • ディスプレイタイプ別
    • LED
    • QLED
    • 有機EL
    • その他
  • 画面サイズ別
    • 32インチ未満
    • 32インチ～45インチ
    • 46インチ～55インチ
    • 55～65インチ
    • 65インチ以上
  • 技術別
    • スマート
    • 非スマート
  • エンドユーザー別
    • 住宅
    • 商業
  • 価格帯別
    • 低価格帯
    • 中価格帯
    • 高価格帯
  • 流通チャネル別
    • マルチブランドアウトレット
    • スーパーマーケット/ハイパーマーケット
    • 専門店
    • オンライン
    • その他
  • 地域別
    • 東部
    • 北西部
    • 南西部
    • 中南部
    • その他の地域
  • 企業別市場シェア分析（上位5社およびその他- 金額別、2024年）
• 2024年の市場マップ分析

第7章 需要供給分析

第8章 輸出入の分析

第9章 バリューチェーン分析

第10章 ポーターのファイブフォース分析

第11章 PESTLE分析

第12章 価格分析

第13章 市場力学

• 市場の促進要因
• 市場の課題

第14章 市場動向と発展

第15章 政策と規制状況

第16章 ケーススタディ

第17章 競合情勢

• 市場リーダートップ5の競合マトリックス
• 参入企業トップ5のSWOT分析
• 市場の主要企業トップ10の情勢
  • 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 戦略的提言

第19章 調査会社について・免責事項

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

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