In this series about the television market, we’ve mainly looked at the top five brands based on the number of click-throughs in the Tweakers Pricewatch: LG, Samsung, Sony, Philips, and Panasonic. But what about the runner-up brands? Will they become leading brands or will they fail? How do you respond to this as a brand or store?

On the tail of the top five brands in Pricewatch are ‘major smaller’ players Salora, Xiaomi, Sharp, TCL, Hisense, and Toshiba. These brands account for between five and seven per cent of click-throughs for televisions.


Winners and losers

There are also major differences in how these different brands perform. Xiaomi, Hisense, and TCL in particular have significantly expanded their market share in Pricewatch. Newcomer Xiaomi (with televisions in Pricewatch since January 2019) has even managed to triple its per cent of click-throughs. Hisense and TCL have also grown rapidly. Toshiba and Salora have maintained a fairly consistent presence while Sharp has seen a significant decline.

TV market clickout-percentage



Xiaomi is on the rise in Benelux, which is paying off. In early 2020, the manufacturer opened one of its western European head offices in The Hague and its first store in Rotterdamin October 2020. Because it offers a lot of value for your money, the brand is well within Tweakers’ target group. Worldwide, Xiaomi is still a niche player.


Hisense and TCL

Chinese brands Hisense and TCL are now major industry players worldwide. TCL is now number two in the US. In Europe, interest seems to be increasing, as we can see with Tweakers’ target group. Several Hisense models have already been tested by Tweakers’ editorial staff. TCL and Xiaomi TVs will soon follow. So they’ve also got the editors’ attention. Which is why we expect both brands to take even more market share from established names in the coming years.

Currently, the most popular products from the challengers in Pricewatch are the Xiaomi Mi 43-inch TV and the Hisense 50U7QF.

The major smaller players offer a lot of opportunities for retailers. Campaigns around Xiaomi, Hisense, and/or TCL could be really successful. Looking for advice in choosing the right media channels to launch campaigns? Contact your account manager at DPG Technology.

Make use of these TV marketing insights. Last month we took a look at the top 5 TV brands within the Tweakers Pricewatch. You can read more insights here.

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