In the first half of 2025, Xiaomi recorded a consistent 1.5% year-over-year gain, maintaining its position as the fifth-largest TV brand globally. According to TrendForce’s most recent data, global TV shipments increased by 2% from the previous year to 92.5 million units in H1 2025. China’s trade-in subsidy programs and the continued uncertainty around tariffs are the main drivers of this performance. Samsung, TCL, Hisense, LG, and Xiaomi were the top five companies with 65.6% of the market. Xiaomi continues to show resilience by focusing on value-oriented customer groups and implementing consistent market strategies, despite its seemingly slow growth.
Chinese companies are expanding internationally more quickly, especially TCL and Hisense. While Hisense saw a 7.3% increase, TCL reported an amazing 12.5% growth. LG Electronics saw a 1.1% drop in shipments, while Samsung’s shipments stayed unchanged. These changes highlight the growing power of Chinese producers, who are using aggressive pricing and global expansion tactics to gain market share.
Mini LED Technology Gains Momentum
The use of tiny LEDs is growing quickly. According to TrendForce, shipments will increase by 67% annually to about 13 million devices by 2025. With the support of government subsidies, TCL, Hisense, and Xiaomi are leading this shift. It is anticipated that these three brands will hold a combined 62% of the Mini LED market, with penetration increasing to about 6.6%. Xiaomi wants to stand out in the premium market by providing cutting-edge displays at affordable costs, which is shown in its investments in Mini LED technology.
There are still significant obstacles to overcome in 2025. While fluctuating tariffs continue to affect consumer sentiment, high panel costs are restricting the scope of promotional operations. Modifications to policy may also reduce domestic demand. 45.59 million units were shipped in Q1 2025 as a result of early shipment methods, a 6.1% year-over-year increase. However, some analysts caution that this may have pushed ahead demand that would normally occur during peak seasons. As a result, TrendForce lowered its 2025 shipping estimate to 195 million units, representing a marginal 1.1% yearly decline.
Although there are worries that this pace would have detracted demand from the second half of the year, the U.S. market reported 2–3% annual increase during H1 2025. Despite larger market obstacles, Xiaomi is positioned for continued growth by maintaining its focus on value-driven categories and new regions.
For Xiaomi’s TV business strategy, international expansion is still essential. Xiaomi wants to provide complete solutions that go beyond standard TV capabilities by incorporating its TVs into a larger smart home ecosystem.
