In recent years, under the trend of consumption stratification, the consumer population of home appliances has shown an increasingly professional and subdivided trend, with the increase of diversified scenarios such as TV sports and fitness, home-based games, etc., consumers' functional needs for TV products are also expanding. Based on this, how to accurately reach the consumption trend, according to which the development and production of new products with more core competitiveness has become the focus of the future efforts of home appliance companies.
Especially in the television industry, the rapid rise of the game TV category has become the favorite of young consumer groups, not only regaining the C position of home entertainment, but also ushering in a new opportunity for development in the entire TV industry.
Based on this, Sohu's "Focus Parlor" column specially invited Dai Ke, general manager of the black electricity procurement and marketing department of the Jingdong Home Appliance Division, Peng Jianfeng, executive secretary general of the China Electronic Video Industry Association, Zhou Zhongfei, general manager of the e-commerce department of Hisense video technology, to visit the Sohu Media Building, and invited Kuang Feifei, general manager of TCL e-commerce business center, Sun Jianxun, deputy general manager of hisense video technology domestic marketing center, and Wang Meng, general manager of e-commerce of Shenzhen Skyworth-RGB Electronics Co., Ltd., to participate in the topic discussion, industry experts, channel retail representatives and manufacturer representatives Focus on game TV, talk about the current development of the industry, consumer pain points and future trends.
Q
Please share the market status of the home appliance industry, especially the TV category.
Executive Secretary of China Electronic Video Industry Association
Peng Jianfeng:
The color TV industry, including game TV, after 20 years of development, has completed three things: moving the world's industrial chain to China; 8K ultra-high definition, OLED, Mini LED, laser projection, intelligent chips and other most advanced technologies in the industry, all of which have achieved localization, and the sharp decline in costs has ensured the possibility of TV entering thousands of households; China's products have entered the mainstream markets such as Asia, Africa, Latin America, Europe and the United States.
People overplay mobile phones, myopia is high at the same time, glaucoma, cervical spondylosis and other risks are also increasing, and the advantage of large screens brings a strong sense of immersion. The TV industry has now reached a breakthrough point of alternating the old and the new, ready to go, display technology has been a hundred flowers, and through the integration of intelligent technologies such as AI, the TV industry is bound to give birth to new species. In order to meet the personalized needs of more consumers, JD.com has launched products such as home e-sports, home fitness, home Internet of Things, smart education, smart medical and other sub-categories for the market segment in recent years, which is also a main channel for continuous innovation in the future industry.
Q
As a representative of the sales channel side of TV, what changes has JD.com felt in the market?
Dai Ke, general manager of the black power procurement and marketing department of Jingdong Home Appliances Division:
From the perspective of products, TVs have experienced the evolution from thick to thin, from simple viewing to intelligent applications, not only paying more attention to the experience of subdivided scenes, but even may evolve into home smart terminals in the future. It can be expected that with the blessing of AI technology, intelligent interaction, voice control and other functions on home appliances, TVs have evolved into various functions such as watching, playing, learning, buying, and chatting, and have once again become the center of family life, allowing more families to migrate entertainment and other scenes back to the living room.
As a retailer and channel side, JD Home Appliances is closer to the needs of consumers and provides them with one-stop scenario-based solutions. What Jingdong Home Appliances does is to fully interact with manufacturers, and through user research and analysis for the consumer market, to help manufacturers upgrade products, to create a new experience of intelligent and convenient smart living room.
Q
As a representative of TV manufacturers, how does Hisense cope with challenges and seize opportunities?
Zhou Zhongfei, General Manager of E-commerce Department of Hisense Video Technology:
As a leading brand in the color TV industry, Hisense on the one hand is to strengthen the continuous investment in research and development, and at the same time, it has responded to the consumer segment through in-depth interaction and cooperation with Jingdong Home Appliances. In March 2022, the Jingpin Home Appliance Hisense Game TV Ace 2023, jointly created by Hisense and Jingdong Home Appliances, received praise from many consumers as soon as it was listed. It is equipped with a double 240Hz speed screen, which brings consumers a full range of interactive experiences, and also injects a shot of strength into the healthy development of the industry.
Q
Why is the trend category of home appliances represented by game TV an outlet? Please analyze the reasons behind this.
Executive Secretary of China Electronic Video Industry Association
Peng Jianfeng:
From the perspective of industry development background, the global color TV replacement cycle is shortening, the average replacement cycle of mainland TV sets is about 12 years, if shortened to the level of 6-7 years in the United States, domestic demand will nearly double. In addition, the mainland has more than 200 million people of "Generation Z", they were not the main consumer group of color TV, but many people like to play games and fitness, with the launch of e-sports, fitness and other products, if there are 10% of the Z generation to buy smart screens, for the domestic demand market, it is a 50% increase. At present, it has entered the era of user-defined products (C2M), and iterative innovation of products for sub-segments will expand the scale of the domestic demand market.
Q
Taking game TV as an example, how can JD.com better empower manufacturers?
Dai Ke, general manager of the black power procurement and marketing department of Jingdong Home Appliances Division:
Combined with the "Home Appliance Super New Product Season" launched by Jingdong Home Appliances in March this year, it will give all-round support to home appliance manufacturers in supply chain technology and event marketing, such as supporting more traffic resources, such as enhancing consumer mentality through the output of short videos related to home appliance knowledge, etc., accelerating the progress from new product listing to climbing development to maturity, and building market confidence with manufacturer representatives to release greater output value.
Representatives of TCL, Skyworth and Hisense brands delivered messages
Talk about the iterative upgrade of Jingdong home appliance game TV standards
TCL E-commerce Business Center
General Manager Kuang Feifei
TCL has always worked with Jingdong Home Appliances to provide users with the best quality products and services with smart display as the core, bringing users a new smart technology and healthy lifestyle.
In the first quarter, TCL and Jingdong Home Appliances promoted the first electric light blue V8EMax series game TV, which is the first batch of key products in the Jingdong game TV 2.0 mode, using high color gamut, high refresh rate, high configuration, standard game controller developed by Jingdong, and tencent pioneer cloud game exclusive content ecology cooperation, opening a new era of game screen; sales exceeded 4,000 units on the first day of March, becoming a hit product on the market.
TCL accompanied Jingdong Home Appliances to complete the upgrade of game TV standards 1.0 to 2.0, accurately insight into the consumption trend of game TV, enter the new journey of game TV 2.0, and jointly launch new game TV products with larger size, better picture quality and higher refresh rate to meet the personalized needs of more users.
Hisense Video Technology Domestic Marketing Center
Deputy General Manager Sun Jianxun
As a brand that has been deeply involved in the TV field for many years, Hisense has been committed to scientific and technological innovation, and constantly launches new TV products to enrich and renew the lives of consumers.
At the same time, as a strategic cooperation brand of Jingdong home appliances, in recent years, Hisense has been working with Jingdong home appliances to promote the construction of game scene segmentation tracks, with the young and segmented consumer population of home appliances, intelligent, high-value-added new products have become a trend, game TV has also stood on the new industry outlet, Hisense is willing to continue to lay out game TV 2.0 mode with Jingdong home appliances, to meet the personalized needs of the majority of users as the driving force, jointly launch more high-quality, high-value TV new products, and jointly promote the upgrading of industrial structure.
Shenzhen Skyworth-RGB Electronics Co., Ltd
Wang Meng, general manager of e-commerce
Excellent consumer experience comes from the product itself, in the new era of game TV 2.0, Skyworth's power point is fully focused on two major foundations, one is the high brush of 120Hz in all channels, and the other is the self-developed V3 full-featured AI chip.
At this year's 425 Jingdong Home Appliances Game TV Festival, Skyworth and JD Home Appliances launched a full-channel 120Hz high-refresh rate game TV - A43, which is also the first batch of key items in the Jingdong Game TV 2.0 mode. It supports high refresh rate experience under HDMI2.1, USB and network channels to meet the high refresh rate game needs of gamers in multiple scenarios, at the same time, Skyworth with a new V3 full-featured AI chip, integrated Skyworth's self-developed three-dimensional picture quality tuning program and darkfield contrast enhancement technology, the picture quality is fully optimized, to meet the needs of the next generation of game quality, in the future, Skyworth will continue to work with JD.com to provide consumers with a better product shopping and service experience!
This issue of "Focus Parlor" is jointly created by Sohu Focus Home and Jingdong Home Appliances, from the perspective of Sohu Focus Home, the emergence of game TV is not only the call of consumer demand, but also the opportunity for the industry to grow in the subdivision track. Under the trend of consumption stratification, with the joint participation and synchronous efforts of Jingdong home appliances and head brand home appliance enterprises, with the subdivision of user groups as the center, the scene layout is continuously deepened, and the deep ploughing is deepened, which will surely bring consumers a more high-quality and renewed life experience. I believe that the future market of the game TV track can be expected, which will also greatly promote the high-quality development of the entire home appliance industry!
Producer: Sohu Focus Home