Large-Sized TVs and Fridges Are a Thing of the Past

While TVs larger than 65 inches were considered a trend in recent years, current demand has stagnated despite manufacturers continuously launching new models with advanced display technologies like OLED, QLED, Mini LED, and 8K.

Shifting Consumer and Entertainment Trends

According to retailers, current TV inventory stands at approximately 2 million units, a 30% increase compared to the same period last year. Most of these are large-sized TVs imported by distributors from late 2024 to early 2025.

The primary reason for the surge in inventory is retailers’ overestimation of market demand. Mr. Nguyễn Thanh Nguyên, owner of a TV distribution company in Ho Chi Minh City and surrounding areas, reported a 50% drop in consumer electronics sales this year compared to 2024. Economic uncertainties and high consumer loan interest rates have significantly reduced demand for large TVs.

“The downside of TVs over 65 inches is their high cost and energy consumption. As a result, customers now prefer 43–55 inch models priced around 10 million VND instead of spending 30–40 million VND on 75–85 inch TVs,” Mr. Nguyên explained.

Additionally, entertainment preferences have rapidly evolved with technological advancements and social media platforms. The rise of streaming movies, sports, and short videos on mobile devices like smartphones, tablets, and laptops has diminished the appeal of oversized TVs.

Market expert Trần Anh Tuấn noted that consumer behavior is shifting from status-driven purchases to practical, need-based buying. This trend forces manufacturers and retailers to focus on mid-range products and enhance user experiences.

Side-by-Side Refrigerators Lose Appeal

Already a niche product, side-by-side refrigerators (large capacity) are struggling to compete with mid-sized models due to their mismatch with urban consumers’ needs. “Only a small segment of consumers, typically those with spacious homes, high food storage demands, and no concerns about electricity costs, opt for these refrigerators. Most urban dwellers, such as office workers and laborers living in apartments or narrow houses, face space constraints,” a retail manager explained.

Major retail chains report hundreds of thousands of side-by-side refrigerators in stock, mostly 500+ liter models priced between 20–60 million VND. “Overall appliance sales have dropped 30–40%, with large refrigerators seeing virtually no sales,” said Mr. Thái Hữu Hùng, a distributor of multiple refrigerator brands in Ho Chi Minh City.

Market demand now heavily favors mid-sized refrigerators (300–400 liters, priced 8–12 million VND). Some importers have halted new orders to avoid excess inventory, anticipating a 25–30% drop in side-by-side refrigerator imports by Q4/2025. Điện máy Chợ Lớn plans to reduce premium product display space in favor of mid-range items, aligning with current cost-conscious shopping trends.

Market analyst Phạm Chinh highlighted the growing divide between large chains and small retailers. Smaller stores face intense price competition from major chains, leading to their projected decline in numbers.