ia. “Brands have sent extra shipments into both markets since the second half of last year to get ahead of higher US tariffs, and we are now seeing the effect of that strategic shift.”

The slowdown in growth for TCL and Hisense, whose combined growth was up 4.8% year-on-year (their lowest rate of growth since 2023), highlights the global challenges being faced. The US market faces growing trade barriers, resulting in both brands making strategic shifts to other markets, such as Europe. However, intense price competition across Europe has not been able to stimulate consumer demand, which is unsurprising in a year without a major sporting event like the FIFA World Cup to drive sales. Heavy discounting of TVs has nonetheless suppressed selling prices and created difficult trading conditions for all non-Chinese incumbent brands.

Strong second quarter shipment growth in the Middle East & Africa (up 8.7% year-on-year) and Asia & Oceania (up 6.4%) i
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