--- title: "What Are the Prospects for Hisense's Increased Bet on \"Bestie Screens\"?" type: "News" locale: "en" url: "https://longbridge.com/en/news/285794340.md" description: "Slowing growth and declining average prices" datetime: "2026-05-09T03:45:44.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/285794340.md) - [en](https://longbridge.com/en/news/285794340.md) - [zh-HK](https://longbridge.com/zh-HK/news/285794340.md) --- # What Are the Prospects for Hisense's Increased Bet on "Bestie Screens"? Author | Huang Yu On May 8, Hisense Visual Technology held its first press conference without "televisions" in the spotlight. At this event focusing on 3C smart hardware, the high-end large-screen "Bestie Screen" X8 Ultra, with an initial price of RMB 7,999, drew significant attention. According to the introduction, the Hisense Dabai Bestie Screen X8 Ultra features a 32-inch 4K large screen and pioneers the "Swan Neck Flexible Architecture," emphasizing adjustability and detachability. The entire unit offers 15 hours of battery life, while the detached screen provides 7 hours of independent operation. It is also equipped with the same AI super picture quality engine found in Hisense TVs, an acoustic system tuned in collaboration with Devialet, and an 8+256GB configuration. Despite the emphasis on upgraded specifications, in 2026—a time when consumption is returning to common sense and the overall "Bestie Screen" market is hitting the brakes—this expensive hardware from Hisense, priced close to RMB 8,000, may face considerable challenges. Although the overall scale of the "Bestie Screen" market is not yet large, there are many players competing in the space. The first generation of mobile smart screens was manufactured by LG in 2021 for overseas sales, but it failed to generate significant market response. In March 2023, Baidu's Xiaodu Tiantian Bestie Screen was launched, igniting the mobile smart screen market in China. Subsequently, TV brands such as Hisense and Skyworth, internet company Dangbei, and monitor manufacturers like KTC, EIMIO, and AK entered the fray. In terms of market structure, data from LuoTu Technology shows that in 2025, Baidu ranked first in the online market for mobile smart screens ("Bestie Screens") in China with a 38.0% share. TV brands showed a clear rise in momentum; Hisense, leveraging the strong performance of its new 32-inch 4K models X8 and X8 Pro, increased its market share to 16.5%, a substantial year-on-year increase of 12.3 percentage points, ranking second. However, the golden age of wild growth in the "Bestie Screen" sector came to an end in 2025. According to LuoTu Technology, the total channel sales volume of mobile smart screens ("Bestie Screens") in China reached 338,000 units in 2025. While this represented a year-on-year growth of 33.5%, the growth rate was effectively halved compared to the hefty 65% growth rate seen in 2024. The deceleration in growth was particularly glaring in the second half of 2025. In the third and fourth quarters of 2025, the sales growth rate for "Bestie Screens" slowed to 29% and 18.4%, respectively. A report by LuoTu Technology pointed out that national subsidy policies, which once served as a catalyst for sales, saw diminishing effects in the second half of the year due to limited quotas. This directly led to a 1.6% decline in total online channel sales in December 2025, marking the first monthly negative growth in sales since the inception of the "Bestie Screen" category. Alongside slowing growth, the average selling price of "Bestie Screens" also declined. According to LuoTu Technology, the average price in the online all-channel market for "Bestie Screens" was RMB 3,589 in 2025, a slight year-on-year decrease of 4.1%. Nevertheless, premiumization appears to be one of the key trends. Since 2025, brands such as Baidu and Hisense have launched high-end flagship models featuring 32-inch 4K displays. As a result, the sales share of the RMB 5,000+ price segment in the online market grew by 3.8 percentage points in 2025, reaching 12.2%. Even so, on a playing field where the average unit price is less than RMB 3,600, launching a new product priced as high as RMB 7,999 undoubtedly requires stronger product capabilities to persuade consumers. LuoTu Technology further stated in its report that an average product price nearing RMB 4,000 is already too expensive. Compared to highly mature home audio-visual entertainment terminals such as smartphones and tablets, its advantages are not obvious, making it difficult to sustain a high premium. It is worth noting that many "Bestie Screen" products on the market still suffer from basic hardware flaws, such as unresponsive touchscreens, system lag, and short battery life, which are continuously eroding the trust of early adopters in the category. Furthermore, the commonly used name "Bestie Screen," which is highly feminized and even carries a somewhat narrow connotation, has invisibly excluded male consumers, who account for half of the market. Coupled with a variety of other names on the market such as "Freestyle Screen" and "Mobile Smart Screen," the industry has struggled with inconsistent market education efforts, failing to break free from the limitations of a niche market. In 2026, the "Bestie Screen" category will undoubtedly continue to grapple with identity confusion. Against this backdrop, how to further clarify the scenario-based demands of this category and improve its "price-to-quality ratio" remains a major challenge for participating companies. ### Related Stocks - [000921.CN](https://longbridge.com/en/quote/000921.CN.md) - [00921.HK](https://longbridge.com/en/quote/00921.HK.md) - [159328.CN](https://longbridge.com/en/quote/159328.CN.md) - [560880.CN](https://longbridge.com/en/quote/560880.CN.md) - [159730.CN](https://longbridge.com/en/quote/159730.CN.md) - [159996.CN](https://longbridge.com/en/quote/159996.CN.md) - [561120.CN](https://longbridge.com/en/quote/561120.CN.md) - [600060.CN](https://longbridge.com/en/quote/600060.CN.md) - [LPL.US](https://longbridge.com/en/quote/LPL.US.md) - [BIDU.US](https://longbridge.com/en/quote/BIDU.US.md) - [09888.HK](https://longbridge.com/en/quote/09888.HK.md) - [00751.HK](https://longbridge.com/en/quote/00751.HK.md) - [89888.HK](https://longbridge.com/en/quote/89888.HK.md) ## Related News & Research - [Hisense aggressively cuts the price of its RGB LED TV on release day](https://longbridge.com/en/news/285078500.md) - [05:00 ETHisense Kicks Off FIFA World Cup 2026™ Campaign, Bringing Fans Closer Through "Innovating a Brighter Life"](https://longbridge.com/en/news/285835392.md) - [Hisense Delivers 38% Sales Uplift in Western Europe Markets With NIQ’s AI-Powered Market Intelligence | NIQ Stock News](https://longbridge.com/en/news/285301488.md) - [Hisense Unveils XR10: The Apex of Projector, Bringing Cinema Into Every Home](https://longbridge.com/en/news/285694560.md) - [TV analyst Wolfers launches media venture](https://longbridge.com/en/news/285608918.md)