National tide, blind box fever, escape room fever, the rise of the cute pet market, exquisite camping popularity... Looking at the most fashionable lifestyles and consumption trends in recent years, all of them have captured the hearts of young people represented by Generation Z. Similarly, in the home appliance industry, it has become a general consensus to understand and meet the needs of Gen Z to leverage the consumption potential of the stock market. But in practice, the common feeling of many home appliance companies is that the Z generation is too difficult to please, and compared with the new generation of brands, traditional brands are more difficult to please them.
However, the release of a recent report has completely subverted this concept. According to the latest "Z Era Consumption Characteristics and Consumption Trend Survey" report released by third-party market agencies, when buying large-screen audio-visual entertainment equipment for home, the top three brands they consider are Hisense, Xiaomi and Huawei, of which Hisense ranks first with 18.98% of the choice.
On the one hand, with a history of more than 50 years, representing Chinese companies to the world's leading TV brands, on the other hand, is the Z generation that can best represent the young forces of the consumer market, the two can rub such a spark, it seems surprising. But in fact, if you deeply analyze the all-round innovation and practice of Hisense TV in terms of products, technology, functions, marketing, scenarios, etc., you will find that this is the inevitable way to deeply dock and meet the Z generation group with a new business logic.
Who is Gen Z? How to read them?
When it comes to Gen Z, it is no stranger to C-side companies. Born between 1995 and 2009, this group of about 280 million people grew up surrounded by mobile internet and social media, and is known as the indigenous people of the Internet. With the growth, Generation Z has gradually become the main force of consumption. According to the "Generation Z Consumption Power White Paper" released by Kantar Consulting, young generation Z consumers will account for 40% of the overall consumption power by the end of 2020.
Hisense TV in the home of Z-era users
Want to capture the hearts and minds of Gen Z people? The core is also whether you really understand them. Although the most common feature of this group is that the needs of individualization and differentiation are prominent, they also show some unique consumer commonalities: for example, they are keen on online social networking and are willing to find like-minded circles of friends on the Internet; for example, they can desperately save money, but they are also willing to "spend thousands of dollars" for interest; for example, they have no limits on their thinking and are more interested in "black technology"; for example, they are willing to pay for domestic goods, and they are more willing to choose more cost-effective products than brands...
These ideas are placed on the choice of home appliances, and the emphasis is far more than the basic function. For example, the value of color TV is not only to be seen in the living room, but also to carry "black technology", which is a tool for entertainment, fitness, education, and even social networking. This also means that traditional color TV products will not be their "favorite" at all, they want products and programs that can represent their own lifestyle.
Fifty years old brand, stepping out of the road of young brand
In the face of the menacing new generation, the weakness of the old brand has become the norm, but hisense in the field of color TV has become the No.1 in the minds of the Z generation. The key is that Hisense color TV has embarked on a path that covers products, functions, technologies, marketing, scenarios and other all-round rejuvenation, and customizes exclusive solutions for personalized Z generations.
Obviously, it is Hisense TV's absolute confidence in products and technologies that inspires Generation Z to feel proud and eager to buy. From the release of China's first fully self-developed 8K AI picture quality chip, further seizing the picture quality "air supremacy" in the competition of global display technology; to the ULED TV relying on XDR, full array dynamic backlight technology, ultra-high refresh rate, MEMC motion compensation technology, becoming the industry's picture quality benchmark; from the original launch of laser TV, continuous iteration and enrichment of laser TV products and influence the entire industrial system; to the appearance of CCTV, Winter Olympics, breaking the Japanese monopoly of high-end monitoring broadcast monitors, Hisense TV's autonomous technology is enough to conquer young people.
Hisense Monitor provides technical support for the production and broadcast of CCTV's 2022 Tiger Spring Festival Gala
Secondly, Hisense TV was the first to grasp the password of "sports marketing". The European Cup, the World Cup, in the most popular sports events for young people, Hisense TV frequently appeared. Not only the scene, but also a series of deep binding of marketing activities in the follow-up, which resonate with the same frequency as Generation Z. In addition, the integration with the World Animation Art Exhibition of Hayao Miyazaki and Ghibli, teamLab Future Amusement Park, Ouyang Nana Music Cross-border Art Exhibition, Xihai Art Museum Art Exhibition, National Geographic Da Vinci Creative Art Exhibition and other domestic popular IP integration, so that Hisense TV continues to "break the circle" among young users.
Hisense display products at the Ouyang Nana Music Crossover Art Exhibition
The most important and fundamental is the control and guidance of Hisense TV for the trend of scenarios. As far as the content side is concerned, with the Internet TV AI cloud platform as the carrier, you can customize and choose the content you like at will. Focusing on the needs of the era of smart IoT, Hisense TV also brings together many all-scenario smart service resources: the family all-age education service platform helps open the training mode; the game platform allows users to have a high-quality game experience without external equipment; the music K songs, large-screen fitness, etc. equipped with 40 million genuine music libraries, which meet the needs of the Z generation in social, entertainment, learning and other aspects...
Hisense touch smart screen
At present, the color TV industry is undergoing a transformation from product hardware classification to application scenario classification, especially the scenarios in which Generation Z is located are more diverse. To this end, Hisense TV has taken the lead in developing a variety of scenario application TVs such as game TV, social TV, music TV, touch smart screen and so on. For example, the first 6-channel video call function, further upgraded to a social TV that supports the function of full HD and low-latency video calls of thousands of people, with AI fitness, same-screen movie watching, K-song and mai and other functions, capturing the hearts of young people at home.
Those who get Gen Z get young people, and those who get young people get the world
In the past 2021, the life of color TV companies is indeed not good. According to the data of Aowei Cloud Network, the retail sales volume of color TVs in mainland China in 2021 fell by 13.8% year-on-year, with a total scale of 38.35 million units. Retail sales reached 128.9 billion yuan, up 6.6% year-on-year, slightly higher than in 2020, but still down 5.9% from 2019 before the epidemic. The continued downturn in retail sales made the year "the most dismal in 12 years".
Hisense ULED ultra-high-quality TV
However, Hisense TV has performed strongly, and its global market share has continued to increase, especially laser TV has opened up a new growth channel for the industry and become an important growth pole. Entering 2022, the structural adjustment of the color TV market is still continuing, and the advantages of Hisense TV will inevitably continue to be consolidated. According to the omni-channel monitoring data of Aowei Cloud Network in January 2022, Hisense TV sales volume and sales share are high in the first place. In particular, the U7 series of TVs occupies half of the top 10 best-selling models in offline retail sales.
Hisense appeared in European Championships and World Cup sports events
In addition to the data, the selection of the preferred TV brand of The Z generation is essentially a silhouette of Hisense TV winning the market. When upgrading and quality consumption become the main drivers of the color TV market, only young people can leverage greater terminal demand, and Generation Z is the endorsement of young people. The success of the traditional "old" brand Hisense TV also highlights the vitality of its "evergreen tree", which is more worthy of being seen by more enterprises and brands because of the business logic of adapting to users and generations. If companies want to understand young people better, they may wish to learn what Hisense TV has done.