(Yicai) Jan. 10 -- Chinese display and television makers such as TCL Technology Group and Hisense Home Appliances Group have released new products for the CES 2024 in a bid to rest more global market share from Samsung Electronics and smaller rivals.

Hisense released a 75-inch mini-light-emitting diode-backlit TV with a thickness of less than 14 millimeters and an ultra-thin laser TV on the sidelines of the annual consumer electronics show. TCL launched its 115-inch mini-LED-backlit TV. Meanwhile, South Korea's Samsung unveiled its transparent micro-LED TV line-up.

More Chinese display and TV manufacturers are taking part in the CES, which is being held in Las Vegas from Jan. 9 to 12, than in previous years.

The new Chinese products are very attractive to consumers, Zhang Bing, research director of Omdia China, told Yicai.

In addition to releasing new products targeting the mid-to-high-end market, Chinese TV makers are increasing their brand presence at the CES. Huizhou-based TCL, an official partner of the National Football League since last year, has lit up a new Las Vegas landmark, a giant football helmet with the firm's logo. Meanwhile, Hisense will become a UEFA Euro 2024 sponsor.

Chinese companies are improving their production layout overseas to compete with South Korean and Japanese brands that entered European and North American markets first, according to industry insiders. TCL and Qingdao-based Hisense have set up factories in Mexico to supply color TVs to the North American market and TCL’s plant in Vietnam can even do the same.

Moreover, Chinese firms are catching up in organic light-emitting diode and micro-LED panels, two fields where South Korean brands lead. TCL China Star Optoelectronics Technology, a unit of TCL, is expected to apply its new OLED products first in the medical and information technology sectors, and probably expand the scope to TV sets in the future.

Last year, TCL and Hisense managed to buck the industry downturn and grow their global color TV shipments by two digits, narrowing the gap between them and Samsung, according to data from Sigmaintell. But Samsung is still No. 1, occupying over a fifth of the North American market, the largest in the world for color TVs. TCL stabilized its share at about 16 percent in 2023, and Hisense widened its to 15 percent from less than 10 percent the year before.

This year, Hisense and TCL could further increase shipments to each exceed more than four million units, according to Li Aiping, senior research manager at AVC Revo. Other Chinese TV makers, such as Xiaomi and Skyworth Group, could also see growth, grabbing market share from other brands, Li added.

Driven by the economic recovery, the Olympic Games, and the UEFA Euro championship, TV sales in Europe and North America may grow by 3 percent and 1 percent, respectively, this year, and shipments in overseas emerging markets should also rise, Li estimated.

Editors: Tang Shihua, Emmi Laine