Lightweight, heavy marketing, 30% smart TV fails within 3 years

This may be a dangerous signal. The "smart TV" with a duel meaning has exacerbated the wrestle between color TV brands, but it may also bring them to the wrong direction of "abandoning fine manufacturing." Will the meeting of Chinese color TV manufacturers be a victory in transition or an impulsive punishment?



Transforming betting smart TV On April 1st, the online brand “Coolly” of Skyworth, the TV company of the TV company, announced its independent operation and acted as a “top-notch” for Skyworth in the operation of Internet TV. After the "cool open" debuted, the smart TV products claimed to use a smart screen to provide exclusive experience interfaces for children, the elderly, and young people to meet the content needs and usage habits of different groups. Not long ago, Konka's online smart TV brand "KKTV" also set up the company to operate independently, with the goal of "rebuilding a Konka online." In addition to Skyworth and Konka, Chinese traditional home appliance companies including Changhong, Hisense, and TCL are now facing a transformation in the Internet era. Among them, Changhong has completely stopped production of non-smart TVs since 2014.

Sue Bao smart TV, this is obviously a battle that can not lose. According to estimates by the China Electronic Chamber of Commerce, the demand for the Chinese flat-panel TV market in 2015 will continue to be maintained at around 42 million units. Ovid Consulting predicts that the penetration of smart TVs will reach 85% in 2015, which means that smart TVs will add at least 30 million units.

However, the legendary "Apple TV" has not appeared for a long time, compared to the Chinese companies' smart TV speculation. In the absence of a very mature international model that can be copied, the Chinese version of smart TV can only rely on the traditional TV companies in the country to "cross the river by feeling the stones," and in turn, it also derives different types of technology and marketing logic.

More and more problems are in software

However, behind the rapid growth of shipments, consumers are frequently tweaking smart TVs. Mr. Wang told the South Reporter about his smart TV "pit father" experience. Three years ago, Mr. Wang spent 3,500 yuan to buy a 37-inch domestic smart TV, less than six months, the TV turned on after the screen appears dark. Afterwards, it was repaired, but it wasn't used for two years. The screen brightness and image display of the TV were abnormal. Due to the high maintenance cost, Mr. Wang simply sold the smart TV as a waste product. "Before a TV was good for several years, quality is not enough now." Mr. Wang lamented.

Such cases are numerous. Yesterday, Nandujun quickly launched the 2015 China Smart TV Product Quality Satisfaction Survey Questionnaire. As of the deadline, a total of 100 valid questionnaire samples were retrieved. Asked "How long after the first TV purchase quality problems," 32% of smart TV users choose within 3 years. In contrast, only 14% of non-smart TV users reported "a failure within 3 years."

To be more specific, “the screen display, sound quality,” and “there are problems with the interactive experience such as the failure to install and upgrade after the APP download” are the places where consumers have given up. In addition, "the failure rate of flat-panel TVs has risen, with a ratio of up to 12.3%, and the popularity of smart TVs in particular has brought challenges to after-sales services." Deputy Secretary-General of the China Electronics Chamber of Commerce Lu Jiebo told reporters from Nandu.

In other words, with the popularization of smart TVs, "in the past, the quality problem was mainly hardware. Now more and more problems are in software. This is a problem that has not been encountered before traditional TV. The current enterprise is in software, evaluation, and after-sales service. Other areas are also working hard, "says Liu Zhigang, deputy general manager of the National Radio and Television Product Quality Supervision and Inspection Center.

Reasons to reduce pressure on Shanda

This may be a dangerous signal.

Not long ago, the National Radio and TV Product Quality Supervision and Inspection Center completed a 2015 China flat panel TV product quality report, ranging from 32-70 inches, covering 40 models of products. The results showed that the average brightness of the 40 models was 278 cd/m2, which was quite different, and only 25% of the SG standard requirements were greater than 350 cd/sq.

"In terms of display brightness indicators, the effect is not particularly good. In audio response, as television becomes thinner and thinner, many flat-panel TVs have a noticeable decrease in audio frequency than traditional CRT TVs." Liu Zhigang analyzed the reporters of Nandu, and some of the indicators were relatively poor. This is related to product price differences and price wars and is related to cost control.

A year ago, smart TVs also belonged to high-end products in color TVs, and the price was usually about 20%-30% higher than that of ordinary flat-screen TVs. With the stirring of Internet brands such as LeTV, the value of smart TVs also fell rapidly. The price of around 2,000 yuan for a 40-inch smart TV is not uncommon, and Skyworth, Hisense, Changhong, Konka, TCL and others are available for sale. A reporter from a domestic brand color TV market told reporters at Nandu that it is true that the quality of some models has been seriously degraded, mainly due to the pressure to reduce costs. "The quality of smart TVs has also increased."

On the one hand, the production cost is desperately compressed, while on the other it is the crazy money for marketing promotion. From the new product launch conference in the past two months, Hyun intelligent application is the main content of the color TV conference, and they all like to invite the celebrity endorsement, "good voice" and "running man", and the king of variety show popularity is also the color TV company's favorite. .

"The sound quality painting must be the most basic attribute, but it is a pity that enterprises are now talking about their own massive content, no longer talking about how good their own panels are, and the industrial design is so good. At this stage, the domestic home appliance manufacturing industry has not done enough to be refined and humanized. In particular, under the guidance of the concept of winning by quantity, manufacturers are too eager to stimulate demand through innovative technologies and innovative concepts. Instead, they ignore quality as the basis and prerequisite for manufacturing companies to make products.” .

Is television opportunity poisoning?

Liu Zhigang said that as with the use of mobile phones, poisoning is possible, and at present, companies are paying more attention to the part of the app that involves information security. However, in the long term, TV will face the same problem of poisoning and inevitable.

Software issues three guarantee it?

Lu edge wave said that the country's existing three-package policy, whether the main components can include smart chips, WiFi modules and other smart parts, not clear for the time being, and on the intelligent software systems, applications, and intelligent content services are still missing. Nandujun also called some domestic color TV companies for after-sales service calls. According to customer service, in addition to the three-year warranty on the screen and other core components, the intelligent software system is based on one-year warranty coverage. Since there is no uniform provision, consumers should make clear with the business when purchasing.