In December 2025, TCL's share of the global TV shipment market soared to 16%, surpassing Samsung's 13% and propelling TCL to the forefront as the world's leading TV seller. Chinese brands have fueled their growth by adopting low-price strategies and aggressively expanding into overseas markets, including Asia, the Middle East, and Africa. Moreover, they are making significant inroads into the high-end LCD sector, particularly with technologies like mini-LED, thereby posing a formidable challenge to South Korean competitors. Although South Korean manufacturers, such as Samsung and LG, have carved out a niche for themselves with their differentiated OLED TV offerings, they remain wary that Chinese strategies could siphon off demand from the high-end market segment. Should TCL acquire Sony's TV business, the competitive dynamics within the market could escalate even further, with shifts in market share potentially becoming a common occurrence.