According to Nikkei, the share of Chinese TVs in the Japanese market is expected to rise to 60% soon. The withdrawal of Japanese companies, once global ‘household appliance giants,’ underscores the need for transformation in their business models. Chinese companies hold a pricing advantage over Japanese brands. For instance, a 43-inch TCL 4K LCD TV costs about 50,000 yen ($454), while a Sony TV is priced around 100,000 yen ($909). Japanese companies, which procure key components like LCD panels from external suppliers, also struggle to maintain technological superiority.
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Data from BCN Research indicate that in 2025, REGZA secured the top position in the domestic Japanese TV market, while Chinese companies, including Hisense and TCL, accounted for 50% of the market. When the Sony brand transitions to a joint venture led by TCL in the future, the share of Chinese companies will reach 60%.
British research firm Euromonitor International reports that South Korean company Samsung Electronics will become the world’s leading TV manufacturer in 2025. Four companies, including LG Electronics, Hisense, and TCL, are predicted to control more than half of the global market.
Current Market Dynamics and Future Projections
As of early 2026, Chinese TV brands continue to strengthen their hold over the Japanese market, leveraging strategic partnerships and competitive pricing. TCL and Hisense, in particular, are set on expanding their influence by offering innovative features tailored to the modern consumer needs. Given the increasing integration of smart technologies in TVs, the ability of these companies to provide advanced functionalities is a key differentiator.
Technological Edge and Strategic Alliances
Japanese TV brands are feeling the pressure as they seek ways to reclaim their former dominance. Companies like Sony are looking towards strategic alliances, R&D investments, and enhanced localization of products to better compete with their Chinese counterparts. Meanwhile, TCL aims to bolster its global presence through potential acquisitions and increased investment in AI-driven technologies, which could redefine the viewing experience for global consumers.
