TCL, Hisense, Xiaomi and other TV brands change their 618 promotion strategies

This year, China’s 618 TV promotion will start earlier than May 10, and extend to June 21 for a total of 6 weeks, which is significantly earlier than in previous years. The main reason is to disperse the pace of price cuts, slow down the sales decline during the 618 period, and accelerate inventory elimination. With terminal demand still weak, brands maintain shipment momentum through long-term promotions in the hope of reducing the magnitude of the decline. However, even if the schedule is extended, Chinese brands still generally expect that the sales volume and sales of 618 TVs this year will decrease by about 20% and 10% respectively, indicating that price incentives are still difficult to completely offset the pressure of weak demand.

According to TrendForce Display’s observation, under the pressure of dual factors of demand and cost, the focus of brand competition this year has shifted from price war to the “large size + Mini LED” product upgrade strategy. Hisense, TCL and Xiaomi are all accelerating the layout of Mini LED. Among them, Hisense focuses on high-end RGB Mini LED products with the UX and U8 series; TCL expands product coverage with RGB and SQD Mini LED dual-line layout through the Q10M and Q9M series; Xiaomi continues to lower the price threshold with the S Mini LED 2026 series.

The promotional price of Mini LED backlit TVs has dropped significantly, with the 75-inch price dropping the most

Source: TrendForce, May 2026

Looking at the price range, Mini LED backlight TVs have entered a stage of rapid popularity. Judging from the current promotional prices, the lowest price of 65-inch has dropped from approximately 4,999 yuan in 2025 to 3,799 yuan this year, an annual decrease of 24%; the 75-inch has dropped from 6,999 yuan to 4,899 yuan, an annual decrease of 30%; and the 85-inch has dropped from 9,999 yuan to 7,999 yuan, an annual decrease of 20%, with the 75-inch experiencing the largest decrease. The rapid price drop reflects that the brand is increasing the mainstream size from 65 inches in the past to 75 inches. Starting from the second half of 2025, the demand for 75-inch products in the Chinese market will begin to exceed that of 65-inch products. Therefore, brands will take advantage of this trend and shift the focus of promotions to products of 75 inches and above.

It is worth noting that the competition for high-end or flagship Mini LED (including RGB/SQD Mini LED) backlight TVs is no longer limited to the market above 85 inches, but has begun to extend to the high-end market between 55 and 75 inches. According to TrendForce’s observation, in the past, OLED relied on its advantages of self-illumination and high contrast to stabilize the 55- to 77-inch market. However, as the price of Mini LED backlight TVs continues to decline, and the brightness and zoned light control specifications are upgraded, the experience gap between the two parties has gradually narrowed. If 55/65/75-inch Mini LED backlit TVs continue to maintain their price advantage, it cannot be ruled out that the market demand for 55- to 77-inch OLEDs will begin to erode in the future.

Overall, this year’s 618 has shown that the logic of market competition is shifting from “price promotion” to “technology upgrade + size enlargement”. TV brands aim to increase the high added value of their products through specification upgrades, thereby driving revenue growth and improving profitability.

TrendForce predicts that global Mini LED backlight TV shipments will reach 24.9 million units in 2026, an annual increase of 87%, and the penetration rate will exceed 10% for the first time, reaching 12.8%. (Text: TrendForce Display)

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