There will be an estimated 45.09 million LCD TVs sold in the China market in 2014, slipping on year by 5.6%, and the demand will continually drop in 2015 and 2016 and then slightly rebound in 2017, according to China-based China Market Monitor.

Additionally, China-based All View Consulting (AVC) said there will be an estimated 45 million LCD TVs sold in the China market in 2014, decreasing on year by 5.6%, and the sales volume will slip by 1.8% to 44.29 million units in 2015.

However, as the TV market in China is maturing, vendors' shipments of larger-size, higher-end units such as Ultra HD TVs are increasing. Additionally, vendors are looking to markets abroad in order to keep shipment and sales figures steady.

TCL in particular saw the effects of focusing on outside markets based on its October 2014 performance. The company reported sales of 610,800 units in the China market during October, down 9.8% on year, while its overall sales figures were 10.7% higher on year due to a 37.5% increase in sales in markets outside China.

Meanwhile, TV supply chains recently said they estimate that global TV shipments in 2015 will increase 10% on year to around 230 million driven by large-size TV demand in mature economies and small-size TV demand in emerging economies.