LG announces 2026 TV product strategy

On March 25, LG Electronics officially announced its new TV product line and pricing strategy for 2026. Facing the market share battle launched by Chinese brands with Mini LED technology, LG Electronics will adopt a two-pronged layout: on the one hand, it will actively bring the price of its flagship technology OLED into a more competitive range, and on the other hand, it will launch the new Micro RGB EVO in the high-end LCD battlefield.

This move not only marks a major shift in LG's own strategy, but also heralds a more intense head-on collision in the global TV industry.

▋ LG’s 2026 product matrix

According to reports, LG’s product line this year has been announced at CES, AWE and other exhibitions, covering OLED EVO series, W6 series, Micro RGB EVO series, QNED series and other routes.

Compared with 2025, LG's overall technology layout has not changed much. In terms of stabilizing OLED, it has gradually tilted towards Mini LED technology and added the Micro RGB EVO series.

OLED EVO series: The technology continues to be iteratively upgraded, the product line is more refined, and the domestic prices of some models have been lowered in South Korea, further lowering the price threshold and accelerating the popularity of the OLED market.

Taking the Korean market prices of the two models in 2026 as an example, the price range of the 65-inch model is 3.29 million won to 3.79 million won; the 77-inch model is 5.69 million won to 8.7 million won; and the 83-inch model is 7.9 million won to 13 million won. Compared with 2025, the price of the high-end 65-inch model has dropped by approximately 800,000 won, and the lowest configuration versions of the 77-inch and 83-inch models have also dropped by approximately 700,000 won and 1.3 million won respectively. This has significantly reduced the price difference between OLED TVs and LG's own high-end LCD TVs to 10%-30%, significantly enhancing competitiveness.

Micro RGB EVO series: a new product line in 2026, mainly using micro RGB LED backlight technology, with accurate colors, brightness up to 4000 nits, support for BT2020 color gamut, sizes include 75/86/100 inches, and some models support 144Hz refresh rate; further expanding its top product line, solving the limitations of LCD TV picture quality.

QNED series: Based on the upgraded products, the 115-inch QNED TV is simultaneously launched, aiming to strengthen its influence in the super-large size market through this flagship product.

It can be seen that LG Electronics’ strategic path in 2026: By launching more affordable OLED TVs, it aims to introduce competition into its most advantageous track and use OLED’s unique image quality charm to convert users, rather than competing in the “cost-effective LCD” field where Chinese brands have advantages; while LCD TVs are firmly moving towards high-end and giant size through technological breakthroughs such as Micro RGB.

▋ Chinese and Korean brands continue to compete

The global television industry is undergoing profound structural adjustments. Not only LG, but Samsung has also released a clear signal before: restructuring the product matrix, shrinking inefficient production capacity, and focusing on profit priority and high value-added markets.

At the same time, driven by the strategies of mini LED expansion, large-screen, globalization and mid-to-high-end, the market share of Chinese brands has steadily increased, and the share of major brands has increased to 41.5%, showing a strong upward momentum.

In contrast, although Korean brands have traditional advantages, they face challenges in the new competitive environment. LG relies on its absolute leadership in OLED technology, ecological control, and deep image quality adjustment and chip accumulation to hold the technological commanding heights; Samsung has a solid brand and channel foundation in the core regions of Europe and the United States, with a market share of more than 40% in North America and Western Europe. However, the supply chains of the two major brands rely on external procurement. As a result, the low-end LCD series are obviously at a disadvantage in terms of cost performance when competing with Chinese brands that have cost advantages across the entire industry chain, making it difficult to participate in the price war.

In terms of Chinese brands, TCL relies on its full industry chain and scale advantages to rapidly promote product iterations. The current challenge lies in its lack of accumulation in the high-end market; after the equity transfer with Sony is completed, it is expected to further expand its influence in the European and American markets. Hisense adheres to the route of deep technological development and differentiation, actively promotes the development of RGB-Mini LED TVs, empowers the brand with sports marketing, and accelerates expansion in its global layout, achieving rapid growth in markets such as Japan.

It can be seen that the power structure of the global television industry is undergoing structural loosening. Relying on the advantages of the industrial chain and agile innovation iteration, Chinese brands are launching a powerful impact on the "cost-effectiveness" label of mid- and low-end products and the "quality-price ratio" and technological leadership of mid-to-high-end products. Traditional giants such as Samsung and LG have taken the initiative to shrink their strategies, abandon some inefficient shares, and focus on profits and technological commanding heights to cope with this protracted industry war.