TV sales in China reached 10.9 million units in the first quarter of 2014, down 10.5% on year, according to findings from research firm AVC. The sales represented CNY$36.6 billion (US$5.85 billion), down 13.3% on year, added AVC.

　　Demand has slowed down in the China market as the government has discontinued subsidies for LCD TV purchases, said market observers. However, the observers expect that LCD TV shipments to China will grow 3-5% on year during the May 1 holiday period and also grow during the October 1 holiday period.

　　TV vendors meanwhile are pushing larger-size and higher-end units into the China market in an attempt to maintain sales revenue, the observers said.