As the main bulk consumption of households, home appliances are an important direction and growth point to promote consumption. In recent years, the mainland home appliance industry has gradually stepped out of the shock adjustment cycle and taken a step of high-quality development on a new basis.
With the rapid development of information and communication technology and the emergence of new economic forms, the imprint of the era of mass consumption is dissolving. In this context, the traditional category division shows a rough side, and the home appliance industry, whether it is manufacturers, supply chains or consumers, is calling for the emergence of new tracks and the subdivision of new categories.
The birth, rise and popularity of this new trend category of game TV is a microcosm of the quiet transformation of the industry.
High-quality development leads the subdivision and upgrading of TV categories
The typical feature of home appliances entering the stock era is that the price is no longer the first advantage of competition. In recent years, the home appliance market environment is complex, the competition of basic products can be described as fierce, and the entire industry is seeking a path and opportunity for upward breakthroughs. Peng Xiandong, general manager of GfK's major appliances division, said that in 2020, the demand for TV from the world to China has been greatly suppressed, and there will be uncertainty in this market in the next few years.
Once upon a time, the TV set was the absolute center of family entertainment life, but in recent years it has been snubbed, and the tv industry has been greatly impacted, but the TV retail of Jingdong home appliances has achieved a contrarian growth. Using its own advantages, it has grasped the attributes, crowds, needs, and scene changes of TV, and boosted the transformation of TV value structure. The value of the reconstructed TV shows a trend of segmentation, specialization and diversification, which is becoming more and more logical.
Especially with the increase of people's time at home, consumers can have more time to examine and think about their real needs for home appliances, which is also an important reason for the rapid growth of many industries such as games, e-commerce, and online education. It is not difficult to see that whether it is for home reasons, or higher pursuit of TV functions, or for the purpose of new game forms, the TV industry is further subdivided into C2M reverse customized TV, game TV, etc., in fact, close to the real use scenarios and consumer demands of consumers.
The secret of high-end transformation: to create differentiated emerging trend categories
From the perspective of consumers, people's demand for home appliances is undoubtedly an upward trend. From color TVs to the pursuit of large sizes, from LCD TVs to smart TVs, high-end is the goal that the industry has been chasing for many years.
It should be noted that high-end does not equal the cost of accumulated materials or simply increasing the price. The market has used feedback again and again to prove that the high-end route that has risen once will not work. Only by meeting the real needs of consumers and contributing to the creation of a better life for people can we form our own differentiated path, and then continue to invest in technological innovation and integrate into people's high-quality life under the background of the big era.
Gaming television is such a new "species". In recent years, with the release of next-generation consoles, the promotion of game boutique trends and the accelerated maturity of cloud games, players' demand for high-performance gaming equipment has become increasingly strong. More beautiful picture quality display, more immersive sound effects, more invigorating response speed... These great gaming experiences all need to be supported by high-performance gaming devices. According to Jingdong home appliance data, gaming TV sales soared 27 times in 2021, becoming the most important emerging category of high-end TV.
Unlike before, game TV was quickly widely recognized by the market as soon as it was launched, the trend of high-end was obvious, and consumers' demand for renewal was fully released. From the beginning of the category being excavated, Jingdong Home Appliances has carried out a strategic layout in advance. As the saying goes: no rules, no squares. From the early participation in the formulation of standards to the launch of the gaming TV 2.0 standard in 2021, standardize the core elements of gaming TV such as TV hardware, software, content, accessories (gamepads) and so on. As an important retail channel in the home appliance industry, JD.com has strict control over the quality of products on sale, which undoubtedly boosts sales of good products that meet the standards. At the same time, it can also provide a good channel for the promotion of game TV.
It is reported that after the establishment of the Jingdong game TV 2.0 standard, a number of game TV products that meet the new standards launched by Jingdong home appliance co-brand manufacturers have also come out. Hisense Game TV Ace 2023, Skyworth Game TV A43 2023, TCL Electric Light Blue V8EMax series and other models have been highly concerned by the market, to Jingpin home appliances Hisense Game TV Ace 2023 as an example, it is equipped with a double 240Hz speed screen, bringing gamers 4 times smoother, no tailing, no caton, smooth screen, providing consumers with a full range of interactive experience, but also for the healthy development of the industry to inject new vitality.
Industry insiders said that game TELEVISION has guided the new development direction of the television industry. With the continuous popularization of game TV, how to establish product reputation, provide better game content experience, avoid game TV into the homogenization trap, and can make breakthroughs in more subdivision scenarios, technological innovation, additional functions, etc., is the key to the sustained high-quality development of the color TV industry, and the rise of game TV has a long way to go. (Yongwen)
Source: Guangming Network