This year’s epidemic has made people across the country spend a long Spring Festival holiday. People can’t get together with their relatives and friends. There are only a few ways to stay at home for entertainment, and TV is once again valued during the holiday. Then, under the influence of the epidemic situation, whether the color TV industry can tap new growth opportunities is the concern of all enterprises involved in the color TV business.
On March 12, following the “epidemic of home appliance war under the current economic environment”, “dawn data of home appliance industry” and “the time of marketing position reform”, the fourth live online forum focusing on the color TV industry and with the theme of “growth opportunities of smart TV” arrived as scheduled. In view of the current special stage, channel providers and brand providers discussed the overall sales situation, marketing innovation and future development direction of the color TV industry, and jointly looked for the development opportunities of the color TV industry after the epidemic.
What are the future opportunities for the industry?
Affected by the epidemic, the overall opening rate of color TV sets during the Spring Festival this year has increased significantly, with the daily living rate even reaching more than 50% and the average daily time of more than 6 hours, reaching a new high in recent years. This is an unimaginable number since the rise of mobile Internet and the popularity of smart phones.
However, the increase in the opening rate of color TV sets has not reversed the decline in the overall sales volume and average price of the color TV industry. From January to February this year, the sales scale of the color TV industry declined as a whole, and the overall average price also dropped to about 2850 yuan. The average price of Gome’s color TV products dropped from about 5800 yuan in the same period in previous years to about 4400 yuan, and the average price roughly dropped by 1400 yuan.
It is worth noting that the color TV industry seems to show a trend of two-level focus in size this year. From the perspective of Gome’s product sales structure, the proportion of products under 50 inches is still less than 20%, of which the proportion of 32 inch products has doubled from 2.8% in previous years to 5.7%, and the proportion of products above 70 inches has also increased from 14% in previous years to 24%.
Jin Liang, general manager of Beijing Gome branch, believes that the growth of small size may come from students’ demand for online education, while the growth of large size may come from the whole family’s demand for more and more comprehensive functions of large screen TV. A series of demands, such as teleconference, somatosensory games and fitness, release the advantages of large-size color TV products, and stimulate consumers’ demand for such products. In addition, laser TV also has obvious growth this year, and its eye care and health function has become an important advantage that may attract more consumers’ attention.
In response to the sales problems caused by the epidemic, the brand operators also responded quickly to accelerate the channel transformation with the help of mature channel platforms and new retail platforms. Yang Zhiguo, general manager of Changhong TV marketing division, believes that the development of smart TV has reached a new stage, which will start a golden decade. It will upgrade the whole scene smart family with 5g as the core channel, and promote the upgrading of family scene with the positioning of family smart center. Under the influence of the epidemic, the consumption mode of online and new retail is gradually used and accepted by consumers. At the same time, it also brings the further coverage of consumer demand in life, entertainment and social communication. He believes that the epidemic has accelerated the popularization of smart TV experience by community consumption, which will play a subversive role in the consumption promotion of smart TV in the whole scene this year and even in the future.
However, it can not be ignored that in all categories of household appliances, only color TV is slowly losing its original rigid demand attribute, and its rigid demand attribute as an entertainment device is not strong, and it is difficult for consumers to realize it in the short term. Zhuo Saijun, the marketing director of LETV super TV products, provides two possible development directions for the color TV industry in the future. One is to take advantage of the continuously improved configuration and chip computing ability to regard the color TV as an edge computing center, and the other is to rely on online education. However, problems such as the opening up and unification of educational resources still need to be solved, which requires the joint exploration of the industry, brand merchants and channel merchants.
Han Yibing, chief consultant of integrated marketing of Konka e-square, pointed out that with the improvement of user dimensions of various family structures, the family of three, with the widest consumption width and higher consumption power, not only has more on-demand content and themes, but also has a higher average number of accompanying parents“ It turns out that we only watch big videos and high-definition videos on TV. In the family scene and living room, there is a basic rule that “watch big but not small”. Pad and mobile phone are private media, while TV is home media. We always talk about the era of empathy. It’s a very good time for a family of three, old and young, to get together and watch TV, and this time just provides us with this possibility. “
Diversified development of display technology
China’s home appliance industry has always been open and inclusive in terms of display. In each period, multiple display technologies coexist. Each display technology has its own historical development track and its own advantages. Quantum dots, OLED, laser and other color TV enterprises also make layout of their technology direction according to their own situation.
Zhuo Saijun said that LETV will release a quantum dot 3.0 TV at the end of March this year, which is different from the previous quantum dot TV relying on phosphor or nano fluorescence. This time, it will mix light through chip, LED lamp, RGB three primary colors and single control, so as to present more spectral performance“ From the actual effect, QD TV may not be as good as OLED TV in saturation, but its image quality is comparable to the latter. At this stage, next year, OLED TV will not be popularized in the market, nor will it become a major trend. Although there are many enterprises to do 8K TV again, it is mainly restricted by the film source, and it is difficult to reflect the excellent effect. ” He said that LETV is currently a small and medium-sized company. It will seek a more clear user’s intention to make a breakthrough in the product end, and it will meet the rigid demand point of users’ demand, rather than making those large and comprehensive attempts.
At present, Changhong covers many main display technologies such as ultra high definition, OLED, laser, miniled, etc. Yang Zhiguo believes that laser TV has three irreplaceable advantages. The first is the large screen size. The 80 inch screen has high flexibility, and it can achieve full coverage from 75 inch to 300 inch, meeting all demands of laser consumers for size; Second, the eye protection characteristics of laser TV are favored by the elderly and children; Third, the latest generation of 3K and 4K technology of laser TV is excellent in color saturation, fullness, picture quality and visual experience. At the same time, different consumer groups have different demand attributes for laser TV and LCD TV, and their understanding of the two kinds of products is also different“ In the consumer group of laser TV, impulsive consumers are relatively few, most of them are more understanding and rational consumers of laser products themselves. “
How to solve boot advertising?
Boot advertising has always been a problem affecting consumer experience. On March 10, Jiangsu Provincial Consumer Protection Commission issued the “technical specification for smart TV start-up advertising (Draft)”, which put forward clear requirements for the setting of one button off function of start-up advertising. This topic also aroused heated discussion among channel and brand merchants participating in this forum.
“From the perspective of consumers, boot advertising must stand within the limits that users can accept. The first is the length of time, and the second is the quality of the advertising itself. If these two points are solved according to this Convention, I can accept it as a consumer.” Yang Zhiguo said that last year, the brand side thought of many ways from various technical, regulatory and user experience dimensions, such as how to consider the duration of on-line advertising, and how to adjust and choose independently after the emergence of on-line advertising, so as to give consumers more choices. In addition, boot advertising should pay attention to all advertising content to bring better experience to consumers, especially to reflect the positive energy of society, without affecting their own consumers’ overall product experience and core experience.
Han Yibing believes that advertising itself can’t solve the revenue problem of hardware, and it’s not advertising because it wants to get revenue. At the same time, advertising should see how to change the content and operation of advertising in the future from the perspective of service and consumer satisfaction“ The consumer is not annoyed by the advertisement, but annoyed by the advertisement that he thinks has no value. For example, during the epidemic period, you can see the advertisement of masks or disinfection products after turning on the machine to remind you to use the products reasonably. This may be a good content for users. Whether it is presented at the time of power on, or in the time of plug-in, it is of value to consumers. “
Jin Liang also pointed out that for brands, we should not overemphasize the direct benefits that advertising itself can bring, but also reflect some benefits that can bring to consumers“ If we can take this into consideration, more consumers may be more willing to accept it. “