Since its birth, TV has become the C position of the living room, with the advancement of panel technology, tv has gradually changed from a "big ass" shape to a flat that conforms to industrial aesthetics, which can highlight the pattern of a living room. Tv is not only an ornament, but also a durable product in the true sense, compared to mobile phones, the durability of TV is far beyond imagination, a good TV can be used for at least five years, or even ten years.
With the development of intelligence, many TVs have been endowed with intelligence, many Internet manufacturers also rely on their ecological advantages, debut in the field of television is the peak, such as xiaomi TV, Huawei smart screen in recent years has successfully taken the banner from the hands of the old domestic manufacturers Changhong, TCL, Konka, Skyworth and other brands, the momentum is booming.
In fact, although brands such as Xiaomi, Huawei, and Hisense sell well in China, the best selling tv in the global TV market is Samsung TV. It can be said that Samsung in the field of panel technology, no one in China is invincible, it has also won the favor of users around the world with its superior technology, but only in China, it has been coldly received.
According to the "Global TV Brand Shipment Monthly Data Report" recently released by Aowei Cloud Network, Samsung ranked first with 20.8 million units in the first half of 2021, and under the siege of LG, TCL, Hisense, Sony and other manufacturers, it also achieved a year-on-year increase of 11.9%. It can be seen that Samsung is accepted by the public on a global scale, whether it is brand recognition and sales performance.
But in China, Samsung TVs are not so good. According to a survey by overseas data agency Omdia, Samsung TV's performance in China is not satisfactory, and its domestic share in 2021 has fallen to 1.9%. Such a situation makes XiaoHei think of the encounter of Samsung mobile phones in China, which is also a world giant, but both TV and mobile phones have been hit in China.
Why, exactly?
Samsung announced its 2022 TV lineup, leading the way in technology across the board
For the above questions, it can be disassembled into two questions. First of all, we need to answer why Samsung can spread all over the world and sit firmly in the first global market share, and then we need to answer why we are not satisfied with the domestic water and soil.
Judging from the TV lineup announced by Samsung at the CES International Consumer Electronics Exhibition at the beginning of the year, it may be possible to see why Samsung TV can be loved by the public. Their respective models are the Samsung Micro LED, Samsung Neo QLED and The Frame Art Frame TV. From the name, it can be seen that the first two have different panel technologies, and the third model represents Samsung's further exploration of innovation.
The full name of QLED translates to "quantum dot light-emitting diode", which is still essentially lcd and belongs to LCD TV. By adding a quantum dot film in front of the backlight, the color gamut coverage of the TV can be improved, which can make the color display more vivid and have the advantages of low energy consumption.
Samsung is quite vocal in QLED, and it can be said that Samsung carries forward QLED. Today, a backlight unit has also been introduced on the Samsung Neo QLED, which can achieve more precise control of the Mini LED light source, increase the brightness by four times, and better achieve the HDR effect.
▲ Samsung Neo QLED
Last year, the new miniLED material was applied to computers, TVs, iPads, known as the future of miniLED also because of the similar picture quality with OLED, saving more costs, once was placed high hopes. In fact, on top of the miniLED, there is also microLED material, which is denser than the dim led lamp bead layout, which requires a more accurate control system and higher brightness performance.
▲Samsung Micro LED
Who would have thought that Samsung mass-produced Micro LED TVs this year. Not only that, but the TV is also available in 89, 101 and 110-inch sizes. In the market where the stock of "super large screen" TV is very small, the introduction of such three sizes undoubtedly has super confidence in its own products and market recognition.
The Frame art picture frame TV is actually the second generation of Samsung, in order to make it look as natural as paper, close to the real picture frame look and feel, Samsung is equipped with matting coating, low reflection panel and other technologies. It's a treat to stick it against the wall and place it in any corner of the room. It can be said that Samsung has created a new category of picture frame TV, which shows that Samsung TV is not only continuing to delve into technology, but also on the road of innovation.
▲ Samsung Frame Art Picture Frame TV
Xiao Hei once said in "This TV review list is not simple, can it avoid consumers from stepping on the pit?" "Tells the authority of the Rtings TV list, on which Samsung has a variety of TVs on the list, which cover LED, OLED and other materials, as well as different price segments. In the actual evaluation, Samsung TVs have also obtained authoritative certifications for their excellent panel technology.
In summary, Samsung stands out for its outstanding panel technology and has been insisting on innovation, so that many families can have a top-notch viewing experience. This is the core reason why Samsung TVs can get the world's first, and it is also a victory won by product strength.
Samsung TV, why is it not satisfied in China?
Back to the original question, why is Samsung TV the first in the global market share, but in China it has become the existence of a crane tail?
The first is the pricing factor. The inner volume can be said to be the hot word of the year in 2021, and it is also applicable to the domestic television field. With the advancement of technology and the maturity of the supply chain, assembling a TV is actually very simple, especially for a company like Xiaomi, with resources and financial strength, it is easy to enter the TV field.
Since Xiaomi launched the TV, it has been passing through the barrier with the ultimate cost-effective thinking, hitting many traditional home appliance brands, and thus opening the road of internal rolling in the domestic TV field. In the Xiaomi Mall, there are more than 20 models in the TV category alone, and the cheap one is about fifteen thousand, and even the price of OLED TV can be pressed below 10,000.
In addition to Xiaomi, Xiaohei searched for the same configuration of TV brands on e-commerce platforms such as JD.com and Tmall, and all of them were similar prices. According to the data, as early as 2019, the average price of China's television industry was 2809 yuan, a new low in nearly a decade, and this number is still further decreasing. The price tug-of-war began, so that the cost performance has become the yardstick of domestic TV brands, and the public is also quite buying. According to the latest data, Xiaomi TV has jumped to the fifth place in global shipments, and the domestic has reached the first result.
In contrast, Samsung TVs, the lowest price is around 4K, and the highest price has reached more than 50,000. Except for the small size of low-end Samsung TVs, the configuration and the same price of domestic TVs can not be compared, so in the domestic price war, cost-effective field of the case of such a serious roll, Samsung TV defeat is also reasonable.
Nowadays, the intelligent ecology has become the direction that every hardware manufacturer needs to work on, and Xiaomi has enjoyed dividends with intelligence, and so has Huawei. Samsung TV has already begun to lay out the intelligent ecology, and has also received good feedback. But even so, Samsung TV is still not popular in China, and it can even be said that it is not sincere.
The TV industry and the mobile phone industry are not the same, the current mainstream mobile phone system is only iOS and Android two, TV is not, in addition to Android, there are Apple TV, Samsung Tizen, LG Web OS, Amazon Fire TV OS.
But the fact is that whether it is a TV built-in system or a TV box in China, it is the Android system that is used, and Samsung is special, and the "native system" Tizen is used to live or die. What is the status quo, the status quo is that Tizen has few domestic adaptation applications, the solution is very peculiar, you can use Tizen to bring your own browser to watch video websites. this..... Seems to go against the original intention.
Of course, Compared with many domestic companies that use TV built-in advertising to make money, Tizen still has an advantage. However, if it is to choose between tossing the film source and watching the advertisement, then the Samsung TV that can hardly be used may not compete with domestic TV brands.
Smart TVs also have a frequently used scene, that is, mobile phone screen projection. Xiao Hei judged from the netizens' evaluation of the Samsung TV projection screen, which is really not ideal. At the same time, due to the closed nature of the Tizen system, it is difficult to install third-party screen projection software, such as Lebo screen projection. In China, there are many TV brands that either bring their own screen projection and have a better experience, or cooperate with third parties in depth, or support downloads, but Samsung TV cannot do this.
In addition to the above reasons, domestic consumers' reluctance to buy Samsung TVs is also related to consumer psychology. For the elderly, the TV is big enough to listen to a ring, and many domestic brands can meet such needs; for young people, the existence of the TV may just be a decoration, so that the living room does not look so cold, the vast majority of young people prefer to use mobile phones rather than TV, so for the parameters of the TV is not so mindful, but also think that there is no need to spend money on appliances that will not be used frequently.
Samsung TV is taking the high-end route, the purchase of Samsung TV will always have a fixed group, and this part of the group is not only fixed, but also less, so in the country is relatively relatively niche, naturally in the domestic shipments are far less than its performance in the world.
In the final analysis, the product strength of Samsung TV is beyond doubt, but in China, the high pricing and brand premium make the cost performance disappear, not to mention the rise of many emerging TV brands in China, and it is reasonable to become others under competition. Xiao Hei believes that the situation of Samsung TV and Samsung mobile phones in China is similar, and may maintain the current state for a long time in the future, and the only thing that can be done may be to solve the complaints of a small number of domestic users about Samsung TV.
Image source: Lebo ScreenCasting Official Website, Aowei Cloud Network, Xiaomi Official Website, JD.com, Weibo, Google, YouTube