Since this is a translation of an overseas article, there may be mistranslations.
https://www.avpasion.com/samsung-venta-televisor-miniled-tcl-hisense-china/
Samsung Reclaims Mini LED TV Leadership, Surpassing TCL and Hisense in Battle with China
The Korean brand surprised everyone with last quarter's data.
For years, we've seen Chinese brands threaten Samsung's mini LED TV sales and even force the Korean company to withdraw from the Chinese market.
However, thanks to a brilliant strategic shift focusing on its mid-range lineup, this Korean company has soared back to the top spot in global sales. It was a hard-fought battle to reclaim the throne.
Brands like TCL and Hisense aggressively undercut prices, widely implemented local dimming zones (FALD), and made bold investments in massive screens, gradually eroding the dominance of Korean manufacturers. But second quarter 2026 market data reveals a 180-degree strategic reversal: Samsung is once again at the helm of global mini LED TV shipments... with a few caveats.
Samsung Reclaims Mini LED TV Leadership… Despite Fierce Competition Between Korea and China
Looking at this news from a national perspective reveals hidden insights. According to Omdia market research firm, Samsung achieved a 28.2% share of global mini LED TV sales in the second quarter of 2026.
This is a remarkable comeback from the first quarter of this year, when TCL held the top spot with a 30.2% share of the global market. TCL's share dropped to 23.3%, while Hisense also declined to 17.2%, and LG reached 12.4% of total sales.
The first hidden insight from this news is that Samsung and LG's combined market share reached 40.6%, narrowly surpassing TCL and Hisense's combined 40.5%. Just 12 months ago, Chinese brands held a much stronger dominant position in this segment, monopolizing OLED alternatives in the high-end market. Now, it appears that there is a state of technological parity between the two blocs.
Key to Samsung's Success: Mid-Range Mini LED M70H and M80H Lineup
How did Samsung manage to reverse this seemingly entrenched trend? The answer lies not in mimicking the ultra-premium lineups favored by Chinese brands — though they have different goals — but in lowering the entry price for mini LED technology and making it more accessible. Specifically, the Korean company made a bold investment in its mini LED M70H and M80H lineup in 2026.
Although Samsung has fewer dimming zones and lower brightness compared to Chinese competitors, it excels at controlling very small (micro) light-emitting diodes. This year, the company is expanding its mini LED technology beyond its flagship lineup to a much more flexible size range, from 43 inches to 100 inches, and introducing it into a more accessible price segment to compensate for the fewer dimming zones. In addition, strong marketing investments have been made to promote this.
Another major market research firm, TrendForce, also supports the effectiveness of these moves. This strategy appears to be working well. Samsung's global mini LED TV shipments grew by more than 200% year-on-year in the first half of 2026. Another surprising figure is that mini LED TVs now account for 13% of total global TV sales.
It seems that something has changed in Korea, and the realization that lowering the entry cost into the mid-range lineup while incorporating a decent backlight yields good results. The battle for mini LED is now fiercer than ever, and the direct result of this price war among giants is a clear benefit to consumers. Consumers can now buy significantly better TVs at lower prices than last year. And all of this will be even more pronounced during the Black Friday and Christmas holiday season.
▶ Original source: https://www.avpasion.com/samsung-venta-televisor-miniled-tcl-hisense-china/
