Smart screen, social TV, art TV, picture frame TV, vertical screen TV, curl TV, stacked screen TV – in the past year, such new terms and concepts emerged one after another, which also indicates new changes in the color TV market.
According to last year’s data, China’s color TV market is still depressed. In 2019, the growth of the global color TV market slowed down, with the annual retail volume of 47.72 million units, a year-on-year decrease of 2.0%, the retail volume of 134 billion yuan, a year-on-year decrease of 11.2%, and the industry average price of 2809 yuan, the lowest in a decade. The voice of “selling TV is better than selling color TV” in the industry is heard everywhere.
So, can the color TV market turn for the better in the new year?
According to the 2019 China color TV market summary report released by ovicloud, the retail volume of China’s color TV market will further shrink in 2020, with an annual retail volume of 46.13 million units, a year-on-year decrease of 3.3%; Retail sales reached 126.2 billion yuan, a year-on-year decrease of 5.8%, and the market competition became more intense.
The novel coronavirus pneumonia epidemic in the beginning of 2020 has been the development of various industries in China. When the epidemic “black swan” disrupts people’s pace of life, it also makes home based consumers rekindle their enthusiasm for television. According to the smart screen viewing inventory during 2020 Spring Festival released by gouzheng data, smart TV has become a good partner at home during the Spring Festival, with an average daily life scale of 114 million units and an average daily viewing time of 6.33 hours. Some research institutions believe that in the impact of the pneumonia epidemic, the color TV industry is expected to obtain development opportunities at the same time. It is worth noting that recently, many color TV enterprises have chosen to start with online live broadcasting.
Hisense took the lead in launching the first launch of new TV products after the Spring Festival. Focusing on the needs of large screen social scenes activated by users’ “home”, Hisense officially launched the cloud sharing version of social TV. In the past, we used to visit relatives and friends during the Chinese new year, but this year, we might as well try TV cloud new year’s greetings. Some netizens said that when making video calls with the elderly at home, the elderly always think that the mobile phone screen is too small to see clearly, and they are very interested in the video call function of social TV. It is understood that the cloud sharing version of social TV launched this time further optimizes the definition of video calls, and video calls are increased from 720p to 1080p“ The “voice enhancement” algorithm also brings users a clearer and smoother call experience.
Coincidentally, Skyworth held two live online meetings in February with the theme of “better smart screen”. Three “better smart screens” are launched with the concept of being smarter, more social, happier and healthier. These three products can achieve “multi screen interoperability” with all swaiot smart appliances with screens (such as refrigerators, range hoods, etc.). Smart TV has become the entrance of aiot, which is no longer just on paper. The recipes queried on TV can be synchronized to the range hood screen through voice control to facilitate reference during cooking. In addition, the smart TV can also realize the link with the access control system, reduce the walking such as getting up and viewing operation, and bring users a more comfortable and efficient home experience.
In addition, at the end of February, TCL also launched 13 new super large screens in three series: C8 Zhizhen qled TV, P9 Hollywood Theater TV and V8 full scene Ai TV. Wang Cheng, CEO of TCL Industrial Holdings, believes that “the integration of sound and painting” is still the standard to measure the quality of a TV. TCL TV, which is committed to becoming a big screen audio-visual expert who understands you, released new products in spring this time, which can meet the increasing needs of consumers for TV, such as larger screen, more realistic picture quality, more shocking sound, more and more convenient AI of human-computer interaction, so that all consumers can move iamx cinema home. On the first day of the lunar new year, “embarrassing Mom” became the first spring festival film to premiere online in history. As of 00:00 on January 27, the total broadcast volume of the film “embarrassing mother” on the four platforms and smart TV in the three days exceeded 600 million, with a total viewing number of 180 million. Xiaobian believes that with the rise of high-definition large screen TV, “living room cinema” also has a popular trend.
In addition to ordinary consumers who use families as scenarios, Huawei also officially announced a new smart screen for enterprise needs last month. On February 18, Huawei held an online presentation on Huawei’s new intelligent collaboration business for 888 channel partners. Officially, Huawei’s enterprise smart screen focuses on four features: team creativity, remote cooperation, intelligent interaction and enterprise application. The built-in Huawei self-developed Hongmeng OS system has no exact information about the specific hardware specifications.
In general, with better audio-visual experience and more friendly human-computer interaction, today’s color TV has long been different from the past. New products come one after another, which also let us see many changes and development trends in the color TV market in the new year. Some media believe that due to the impact of the epidemic, users who are “occupied” during the Spring Festival also force TV enterprises to leave the price war and return to value itself. In addition, ovicloud pointed out in its analysis that high-frequency use is expected to accelerate the iterative upgrading of products. Meanwhile, the epidemic will suppress the transaction data of the color TV industry in the first half of the year, and consumer demand will peak in the second half of the year.