Sales volume has fallen, costs have risen, and profits have been squeezed. “Loss†has already caused the TV market in 2017 to face the unforeseen winter of 10 years. In 2018, the opening will also face an “icebreak†battle. Fortunately, the pattern of China’s color TV market has not changed. Big changes, domestic brands occupy half of the country at the same time, some foreign brands are also getting better.
Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said that this year China's color TV industry has suffered a "winter" and the competition between television brands is conducive to the industry to accelerate technological innovation and promote industrial restructuring, so as to promote the continuous development of color TV industry.
Quality Warfare: 8K Mass Production Leads New Market Trend
For the television industry, picture quality has always been a top priority. With the gradual popularity of 4K, 8K is an inevitable trend of the era. After decades of experience, liquid crystal display technology has the most complete and mature industrial chain in the world. No matter whether it is a production process, production capacity, or raw materials, it is very mature. This is something that new display technologies do not have. Through a set of market shipment data can be seen at a glance, in 2017 global LCD TV shipments are expected to reach 173 million units, OLED TV sales are expected to be between 1.6 million -1.7 million units.
Sharp, which has just been acquired by Foxconn, released its first consumer-grade 8K TV LCD-70SX970A in 2017. It integrates multiple image quality technologies, such as new color, cadmium-free color gamut, etc., which are unique to Sharp. The new huangcai technology brings 216 independent light control zones to TVs, with a peak brightness of 1,000 nits. This is difficult to achieve for ordinary LCD TVs. Only in this way can the TV show the fullness and depth of the picture better. This is how Sharp has for many years. The result of the accumulation of quality technology.
In addition, “Father of 8K†Sharp has invested heavily in 8K display field and spent RMB 61 billion to set up an 8K display eco-industrial park in Zengcheng City, Guangdong Province. The 8K eco-economy accelerates in an all-round way, making the commercialization and civilization of 8K technology “from the dreamâ€. According to the reality, it promotes the upgrading of industry consumption and transforms the high end. It is worth mentioning that Sharp's 8K TV LCD-70SX970A won the TV category Red Top Award title at the 9th China High-end Consumer Home Furnishing Trends and the Hongding Awards Ceremony.
Yuan Xuezhi, chief marketing officer of Foxconn Technology Group, said that the development of science and technology is irreversible. Each technology has an average development period of 5-6 years in the black technology market. 8K is not a brand new thing, but now it is the real force to market. The best time for the 8K will be to develop in sports, life, and medical care with the Tokyo Olympic Games in 2020 and the Beijing Olympic Winter Games in 2022.
According to the analysis, 8K is not only the natural application of high-resolution LCD technology after its maturity, but also the standard and inevitable application of large-size products, and it is also the direction of choice for differentiated high-end markets. Not only is Sharp, BOE, Samsung, and other bulls also entering the 8K. As a result, people’s lives will change greatly in the future. Whether they are basic video calls, online shopping, or even real-time traffic big data, they will break the limit and refresh. Record.
Artificial Intelligence Battle: The Age of Warriors 3.0
What is the hottest thing to say in 2017? Non-AI artificial intelligence is none other than. In the field of color TV manufacturing, the artificial intelligence boom has long since begun. In order to enhance the user experience, TV makers including Changhong, TCL, Xiaomi, and Xiao Wei, etc., in 2017, will focus on artificial intelligence televisions. Changhong, based on the CHiQ TV artificial intelligence voice interaction system, recently launched the world's leading voice-print recognition artificial intelligence TV Q5K, bringing artificial intelligence television into the 3.0 era.
It is understood that Changhong has entered the basic research work of artificial intelligence since 2012 and has successively developed and applied sensor modules, development and application of speech recognition chips, research and development and application of artificial intelligence based on big data, and machine vision (face recognition) technology. Great progress has been made in the research and development and application of applications, industrial robots and factory automation technologies, as well as in the R&D and application of home service robotics technology, and there have been many results transformations and commercial applications.
Moreover, Changhong knows that "the core of artificial intelligence is big data". So in 2013, Changhong and IBM established the leading Big Data Competitiveness Analysis Center in Greater China, and established a leading big data company in the home appliance industry.
Industry insiders observed that artificial intelligence has become a hot topic in the home appliance industry, and Changhong is the first to introduce artificial intelligence TVs, at least to advance the landing process of artificial intelligence in home appliances for six months. In addition, in 2017, in addition to Changhong as an artificial intelligence TV pilot, accelerating the layout, Hisense, Skyworth, TCL and other veteran home appliance manufacturers have also entered the arena, Xiaomi, Leshi, Cool open, storm and other Internet brands are even more aggressive For a time, the artificial intelligence TV market in China presents a flourishing scene.
However, we must admit that although artificial intelligence television will usher in a rapid increase in market size, it should also be noted that the current application of artificial intelligence technology is still in its infancy, and there is still a gap between the artificial intelligence in the real sense, I believe that with the technology With the gradual maturity and gradual solution of the problems, artificial intelligence has great potential in the future and will continue to erupt in 2018.
Marketing Campaign: Cross-border is an important lesson in color TV industry
If 8K, artificial intelligence, and so on, are inevitable trends in the development of television products, then marketing is an important means to its peak. Since the birth of Internet TV, cross-border marketing has become a new trend in the industry. Through innovative cross-border, complementary brands to interpret or express a new partnership or consumer experience, not only because of Increase and reduce one's expression. On the contrary, because the brand associations are more likely to be generated between each other, the expression power of all brands can be enlarged, and the combination can more easily form the overall brand impression and create a more fluent brand association.
The micro-whale is a master player of cross-border marketing in Internet TV. Among them, micro-whales and new variety shows such as “New Chinese Songs†and “Star Detective†create new home entertainment experiences; they sponsor Tmall's double 11th party, and Cadillac’s like this. Leading car brand cooperation; last year Jingdong 618, but also with Mercury Home Textiles, Cobos robots and other home appliances established 618 alliance ... It is worth mentioning that before the micro whale Budweiser, Sprite and other consumer products giant Across the border, they conducted activities such as drinking a vial, winning a big screen, and creating a self-made day.
For traditional TV manufacturers, Hisense has considerable experience in cross-border sports marketing. After benefiting from the sponsorship of the European Cup, in April last year it became the official sponsor of the 2018 FIFA World Cup. Hisense continues to strengthen the internationalization of brand building and further enhance the value of Hisense brand in the world. Not only that, Hisense has sponsored the United States NASCAR Auto Racing, F1 Red Bull Racing, Schalke 04 A-class football club and Australian Open.
In addition, Konka Group also vigorously promoted cross-border marketing. At the beginning of last year, Konka’s exclusive title of G Guest Grand Prix was the country's largest original content platform. In mid-February, it was the top sponsor of the Suning team of the Chinese Super Giants, and played football marketing. . In recent years, Skyworth’s cross-border marketing has also been a series of actions, including teaming up with the Chinese Football Association China team. TCL has teamed up with the Chinese men’s basketball team to become the main sponsor of the Chinese Men’s Basketball Team.
Therefore, it has to be said that cross-border marketing is an important lesson in the development of the color TV industry. It breaks through the old model and allows elements that are not related to each other to penetrate and integrate with each other, giving the brand a sense of depth and depth. Combined with the market, the entire home appliance industry is also used.
In short, for the color TV industry, 2017 is a year in which it is a different year. It is both a brand new chapter for pioneering and enterprising, and a road that is full of thorns and obstacles. In 2018, it is a full-scale “ice-breaking†trip in the color TV market. Regaining the hot scene in the past is just around the corner!
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