Mini LED TV Growth in Q2
On July 21, TCL Electronics Holdings Limited announced its global shipment data for the year’s first half. In Q2, shipments reached 6.68 million units, reflecting a year-on-year growth of 12.9%. Total shipments for the first half amounted to 12.52 million units, marking a 9.2% increase compared to the same period last year. The announcement also provided insights into Mini LED TV, quantum dot TV, and large-size TV shipment figures, along with domestic and international market performance.
Domestic Market Resilience
Despite a 10.7% decline in the retail volume of the domestic color TV market due to ongoing drops in consumer demand, TCL Electronics reported a counter-trend growth in shipments. This was attributed to the brand’s effective implementation of the “trade-in for new” strategy and a focus on upward breakthroughs through the TCL brand, while targeting younger consumers with its Thunder brand.
- Domestic shipments of TCL TVs grew by 5.4%, with Thunder TV shipments surging by 66.4%.
- TCL TVs (TCL + Thunder) saw their retail market share in China rise by 2.3 percentage points to 20.0%, securing the second position.
- Shipments of TCL TVs sized 65 inches and above increased by 6.7% year-on-year, while those 75 inches and above grew by 17.7%. The shipment shares for these sizes rose by 0.6 percentage points and 3.5 percentage points, respectively, reaching 51.5% and 33.2%.
TCL indicated that large and high-end products continue to be favored by global users. Shipments of TCL TVs 65 inches and above globally increased by 14.5%, with their share rising to 23.6%. Additionally, shipments of TCL TVs 75 inches and above grew by 34.5%, with their share increasing to 11.8%. The average global shipment size rose from 49.9 inches to 51.7 inches, an increase of 1.8 inches year-on-year.

Remarkable Mini LED TV Performance
Notably, the global shipments of TCL’s mid-to-high-end Mini LED TVs increased by an impressive 122.4% year-on-year, while quantum dot TVs saw a growth of 64.4%. TCL has been continuously optimizing its product structure and precision marketing efforts, maintaining a leading market share in multiple regions.
TCL Electronics has rapidly expanded its competitive Mini LED TV products through global channels, launching the 115-inch QD-Mini LED TV across North America, Europe, the Middle East, Africa, and the Asia-Pacific regions, garnering widespread attention. In the first half of 2024, shipments of TCL Mini LED TVs in overseas markets surged by 124.7%.
Strong Overseas Market Growth
In the international market, TCL also demonstrated remarkable performance, with a year-on-year shipment increase of 10.4%. Shipments of TVs sized 75 inches and above skyrocketed by 77.9%. In 2024, TCL has intensified its coverage in key channels across North America and Europe by partnering with significant sports events like the Copa America, maintaining a top-five ranking in TV shipments across thirty countries.
Regional performance details include:
- In the first half, TCL brand TV shipments in Europe increased by 40.1%, with retail market shares ranking among the top two in France, Sweden, and Poland, and third in the Czech Republic and Spain.
- Emerging markets in Latin America and the Middle East and Africa experienced shipment increases of 11.6% and 25.4%, respectively. In the Philippines, Australia, Myanmar, and Pakistan, retail market shares remain at the industry’s forefront.
- In North America, overall shipment volumes remained steady, with shipments of 75 inches and above increasing by 46.9%, raising their share by 2.8 percentage points to 8.4%. The retail market share in the U.S. increased by 0.1 percentage points, maintaining a second-place position.
Despite the impact of declining domestic demand on the TV market this year, Mini LED TVs have seen rapid growth. Multiple institutions predict that by 2025, Mini LED TV shipments will surpass those of OLED TVs, entering the commercialization phase 2.0 in the television application market.
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