Visitors gather at booths of Chinese TV manufacturers — TCL and Hisense — during the CES 2026 at the Las Vegas Convention Center on Jan 7. DEECEE CARTER/MEDIA PUNCH/IPX
Chinese television brands are increasingly taking over the overseas operations of foreign peers, as the industry moves toward deeper integration and higher-end competition.
This trend has been highlighted by a series of recent deals. Shenzhen, Guangdong province-based Skyworth Group recently reached a long-term strategic cooperation agreement with Japanese multinational electronics manufacturer Panasonic.
Under the deal, Panasonic will transfer the operation of its TV business in the United States and Europe to Skyworth. The Chinese company will take full responsibility for joint research and development, manufacturing, sales, marketing and after-sales services for Panasonic-branded TVs in these regions, while the two sides will also collaborate on high-end OLED products.
“In the face of intensifying global competition, Panasonic’s competitiveness in Europe and the US has weakened, while Skyworth, with its experience in overseas channel operations, is seeking to rapidly expand into mid-to-high-end markets,” said Yang Liu, a senior analyst at research and advisory company Sigmaintell Consulting.
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