TCL TV shipped more than 21 million in the first three quarters, with large screens and Mini LEDs le

On October 28, 2025, TCL Electronics announced global TV shipment data for the first three quarters of 2025, and delivered an outstanding report card of rising volume and price and optimizing structure. Data shows that in the first three quarters, TCL TV's global cumulative shipments reached 21.08 million units, a year-on-year increase of 5.3%; of which, in the third quarter, 7.61 million units were shipped in a single quarter, continuing a steady growth trend. What is more noteworthy is that benefiting from the in-depth implementation of the mid-to-high-end + large-screen strategy, TCL TV not only achieved explosive growth in high-end product fields such as Mini LEDs, but also increased the average global sales price simultaneously, promoting sales growth and outperforming shipments. The volume demonstrates strong product competitiveness and market bargaining power, providing a TCL sample for the structural upgrade of the global TV industry.​

Overall performance: Both volume and price rise show resilience, and structural optimization drives growth

Against the background of intensified competition in the global TV market and rational consumer demand, TCL Electronics has achieved triple breakthroughs of shipment growth + average price increase + sales leadership with the continuous improvement of its product structure. In the first three quarters, the average global sales price of TCL TV increased by 3.2% year-on-year, of which the third quarter increased by 5.7% year-on-year. The average price increase expanded quarter by quarter, reflecting the continued increase in consumer recognition of TCL mid-to-high-end products. The improvement in price directly led to the upgrade of performance quality. TCL TV sales in the first three quarters increased by 8.7% year-on-year, and the growth rate significantly outperformed the 5.3% shipment growth rate, forming a virtuous cycle of revenue growth driven by structural upgrades and breaking the traditional TV industry's growth inertia of relying on scale for market.​

The core driving force supporting this growth comes from TCL's strong performance in the field of high-end products. In the first three quarters of 2025, global shipments of TCL Mini LED TV increased significantly by 153.3% year-on-year to 2.24 million units, becoming the core engine driving average price and sales growth. With its advantages such as high contrast, high brightness, and low power consumption, Mini LED technology has become the mainstream choice in the mid-to-high-end TV market. TCL has established a first-mover advantage on this track by arranging Mini LED technology research and development and production capacity construction in advance., not only meets the needs of global consumers for high-quality movie-viewing experience, but also consolidates its competitive position in the high-end TV market.​

Strategic implementation: mid-to-high-end + large-screen two-wheel drive, product structure continues to upgrade

In recent years, TCL Electronics has continued to focus on the mid-to-high-end + large-screen strategy. In the first three quarters of 2025, the shipments of large-screen products such as 65 inches and above and 75 inches and above have achieved significant growth, promoting the average size of global TV shipments. New heights and further optimizing the product structure.​

In terms of the performance of large-screen products, global shipments of TCL TVs of 65 inches and above increased by 25.8% year-on-year in the first three quarters, and their proportion in overall shipments jumped from 24.3% in the same period last year to 29.0%. The proportion increased by nearly 5 percentage points; Products 75-inch and above performed even more brilliantly, with shipments increasing by 27.8% year-on-year, and the proportion increasing from 11.8% in the same period last year to 14.3%. The trend of large-screen development has become increasingly obvious. Driven by this, the average size of TCL TV shipments increased by 1.6 inches year-on-year to 53.6 inches, which means that consumers 'preference for large size products continues to increase when purchasing TVs. By accurately grasping this trend, TCL has laid out large-screen product research and development and supply chains in advance, and successfully seized market opportunities.​

From a technical perspective, the explosive growth of Mini LED TV is a direct reflection of TCL's mid-to-high-end strategy. The year-on-year growth rate of 153.3% in the first three quarters far exceeded the industry average. It not only verified TCL's leadership in Mini LED technology, but also reflected its continued increase in penetration in the high-end market. The application of Mini LED technology has enabled TCL TV to achieve breakthroughs in image quality performance and can meet the demand for high-quality display in home theater, games and entertainment scenarios. It has become a key factor in driving the increase in the average price of products and has also contributed to TCL's role in the global high-end TV market. It has added an important weight to the competition.​

Regional markets: Global layout has achieved results, differentiated growth among regions

Under the coordinated development of the international market and China market, TCL Electronics has achieved differentiated growth in the global market in the first three quarters of 2025. The international market relies on cooperation in mid-to-high-end channels to deepen penetration into large-screen products and maintain rapid growth; Although shipments in the China market have declined slightly, the retail side has outperformed the industry against the trend. High-end products such as Mini LEDs are still growth highlights, showing strong market resilience.​

International market: Mid-to-high-end channels are working hard, and both large screens and Mini LEDs are exploding

In the first three quarters of 2025, TCL TV shipments in the international market increased by 7.9% year-on-year, which was higher than the overall global level and became an important force driving overall shipment growth. The growth of the international market is due to the continuous deepening of cooperation between TCL and global mid-to-high-end channels, as well as the rapid penetration of large-screen and Mini LED products in overseas markets.​

Specifically, shipments of TCL TVs of 65 inches and above in the international market increased by 44.6% year-on-year, and products of 75 inches and above increased by 61.8% year-on-year. The growth rate of large-screen products far exceeded the overall shipment growth rate in the international market, becoming a popular choice for overseas consumers.; The performance of Mini LED TV was even more amazing. Shipments in the international market increased by 235.4% year-on-year. Its penetration rate in the high-end market continued to increase, further consolidating TCL's share in the overseas mid-to-high-end TV market.​

From a regional perspective, the European market and the North American market, as the core consumer markets for global mid-to-high-end TVs, perform particularly well:

European market: TCL brand TV shipments increased by 20.0% year-on-year in the first three quarters. In the third quarter, the year-on-year growth exceeded 30%, and the growth rate continued to accelerate. This growth is due to the continued improvement of TCL's channel penetration in the European market and the strong performance of mid-to-high-end products. In the first three quarters, TCL Mini LED TV shipments in the European market increased by 124.1% year-on-year, and the proportion of shipments increased by 7.3 percentage points to 15.7%, becoming an important driving force for growth in the European market.​

North American market: TCL has increased the proportion of shipments in mid-to-high-end channels, promoting both average product prices and profitability. In the first three quarters, the average sales price of TCL TV in the North American market increased by more than 15.0% year-on-year, with remarkable results. At the same time, large-screen and Mini LED products exploded simultaneously. Shipments of products 65-inch and above and 75-inch and above increased by 29.1% and 34.1% respectively year-on-year. Mini LED TV shipments increased by as much as 384.5% year-on-year. The proportion of shipments increased by 7.1 percentage points to 8.7%, and its influence in the North American mid-to-high-end TV market continues to expand.​

Emerging markets: One country's policy has achieved results, with both share and scale growth

In emerging markets such as Asia-Pacific, Latin America, Central and East Africa, TCL Electronics implements a localization strategy of one country, one policy, formulates differentiated product and marketing strategies based on the consumer needs and channel characteristics of different markets, and promotes TCL TV shipments in the first three quarters. The year-on-year growth was 16.3%, and the growth rate was significantly higher than the global average, becoming the second curve of international market growth.​

In terms of product performance, the trend of large-screen development in emerging markets is also obvious. In the first three quarters, shipments of TCL TVs of 65 inches and above increased by 46.7% year-on-year, and products of 75 inches and above increased by 71.2% year-on-year. The growth rate of large-screen products far exceeds the overall shipment growth rate, reflecting that consumers in emerging markets are rapidly releasing demand for high-quality TV products. In terms of market share, TCL TV has achieved a leading position in many emerging markets. In countries such as Australia, the Philippines, Saudi Arabia and Argentina, its retail volume remains the first in the industry; it ranks among the top two in countries such as Thailand, Myanmar, Brazil, and Pakistan; in Vietnam, South Korea and other countries rank among the top three, and its market coverage and share continue to increase, laying a solid foundation for future growth.​

China market: Outperforming the industry against the trend, high-end products become growth highlights

Affected by fluctuations in overall demand in the domestic TV market, TCL TV shipments in the China market fell by 4.1% year-on-year in the first three quarters of 2025. However, retail performance still outperformed the industry against the trend, showing strong market resilience. Among them, the structural growth momentum of high-end products is still significant. In the first three quarters, shipments of TCL Mini LED TV in the China market increased significantly by 80.6% year-on-year, and the proportion of shipments increased by 9.6 percentage points year-on-year to 20.6%, which means that for every 5 TCL TVs sold, one is a Mini LED product, and the high-end transformation has achieved remarkable results.​

In the China market, TCL has continued to optimize its product matrix and increased the promotion of high-end products such as Mini LEDs and oleds. At the same time, it has combined the deep integration of online and offline channels to meet domestic consumers 'demand for high-quality and intelligent TV products. Although overall shipments declined slightly, the growth of high-end products not only ensured the revenue contribution of the China market, but also enhanced the brand's influence in the domestic mid-to-high-end TV market, reserving sufficient momentum for subsequent market recovery.