Xiaomi also launches 'Jjaptenbaimi'... Chinese pursuit intensifies amid Samsung and LG TV recession

[Financial News] While the global TV market is stagnant, Chinese companies are entering the portable screen market, which is considered a new source of revenue, intensifying competition. LG Electronics is exploring demand with 'StanbyMe', and Samsung Electronics has released 'Moving Style', with domestic companies performing well in the market. Recently, Xiaomi has also unveiled similar products, leading to expectations that the Chinese companies' pursuit in the TV market will intensify. 
■ Xiaomi launches 'Jjaptenbaimi', price is a hurdle
According to the industry on the 21st, Xiaomi will launch the 'Smart Home Screen Max 27' in China on this day. The product is characterized by its appearance, which is very similar to LG Electronics' hit portable screen series 'StanbyMe'. The Smart Home Screen Max 27 features a 27-inch FHD resolution display and supports touch screen. It is equipped with a roller base for mobility within the home and supports wireless use with a 9700mAh battery. However, the price is 3999 yuan (about 770,000 won), which is not cheap compared to its specifications. An industry insider said, "The price is not low, so it is difficult to see it as a low-cost strategy, and it will be difficult to attract consumers if it lacks price competitiveness." 
This is the first time Xiaomi has introduced a portable screen product. The portable screen market was newly opened by LG Electronics when it launched StanbyMe in 2021. Since then, Samsung Electronics also launched 'Moving Style', which combines a moving stand with a screen, in 2023, leading the market with domestic companies. Recently, major Chinese home appliance companies are also speeding up the development of related products. TCL launched the frame-type TV 'TCL A300' in November last year and announced at CES 2025 that it would attach a mobile stand with wheels. Hisense also plans to attach a mobile stand to the frame-type TV 'Canvas TV' launched in March last year. 
■ Samsung and LG struggle amid TV market slump
As Chinese companies expand their entry, the competition for market share in the TV market, including portable screens, is expected to become more intense. According to market research firm TrendForce, global TV shipments in the first half of this year increased by 2% year-on-year to 92.5 million units, but this is interpreted as a result of aggressive shipments by Chinese companies. There is also a forecast that shipments will decrease in the second half, the traditional peak season, due to the impact of pre-shipped volumes in the first half. 
Amid worsening business conditions, the TV business performance of domestic companies Samsung Electronics and LG Electronics is already sluggish. The video display (VD) division, which is responsible for Samsung Electronics' TV business, recorded sales of 7 trillion won in the second quarter, a 7% decrease from the same period last year (7.5 trillion won). It is known that the VD division has entered an emergency management system this year, considering organizational restructuring. LG Electronics' media entertainment (MS) division, which leads the TV business, recorded sales of 4.3934 trillion won in the second quarter, down 13.5% year-on-year. In addition, it posted a loss of 191.7 billion won during the same period, struggling to avoid difficulties, and is also conducting voluntary retirement for the division. 
soup@fnnews.com Im Subin, Koo Jayoon reporters