Mainland China's smart TV industry has developed so far, its growth type has gradually changed to alternative demand, and the competition in its consumer market has also entered the era of stock, especially in the internet traffic dividend peak, the consumption level is more and more subdivided professionally, how TV brands change their operational thinking and product change, and how retail channel business representatives use big data to empower innovation, which has become a challenge for the entire industry, including upstream and downstream industrial chains.
It is worth noting that in the field of high-end TV, the game TV category has risen rapidly and become the favorite of young consumer groups, not only regaining the hegemony of family entertainment, but even the entire TV industry has ushered in a new opportunity for development. According to AVC data, in the first quarter of 2022, the proportion of retail sales of large-size TV products showed an increasing trend, while the potential of 75 inches in the omni-channel market exploded; it is particularly noteworthy that the retail sales of omni-channel 120Hz TVs in the first quarter accounted for 9.3%, becoming a new growth point.
According to the National Bureau of Statistics, China's "Generation Z" born from 1995 to 2009 totals about 260 million people, e-sports, fitness is their mainstream lifestyle, because of the screen, good experience and other natural advantages, buying a large size smart TV has become the choice of some people. "If 10% of the Z generation buy smart screens, it is a 50% increase for the domestic demand market." Peng Jianfeng, executive secretary of the China Electronic Video Industry Association, talked about the potential market space contained in this.
Based on the big data research and analysis of Jingdong home appliances on crowd portraits, Dai Ke, general manager of the black electricity procurement and marketing department of Jingdong home appliances division, shared that the current mainstream consumer users pay more attention to whether TV products can meet the experience of subdivision scenarios, and TV is gradually evolving into a family wisdom terminal, watching, playing, learning, buying, chatting and other products with various functions, in the future, it is expected to become the center of more and more family entertainment life.
Industry insiders pointed out that as a representative of high-end TV products, game TV can not only "watch" but also "play", the addition of this interactive function, so that consumers can truly feel the transition and upgrade of the experience. At a time when TELEVISION products are highly homogeneous, the emergence of this "new species" of game television in recent years can be described as opportune.
In the second half of the home appliance industry into the stock competition, the strategic focus of enterprises, especially the head brand, is also shifting from the scale expansion of channels to the structural upgrading of product lines, starting from user needs, and amplifying product value through technological innovation has become the consensus of the upstream and downstream of the whole industry chain.
8K ultra-high definition, OLED, Mini LED, laser projection, intelligent chips and other state-of-the-art home appliance technology, has been fully realized localization, the breakthrough of technical barriers has brought about a significant decline in cost, the market capacity has been opened to a wider range. In this context, including Hisense, TCL, Skyworth and other head TV brands have been actively deployed, is constantly digging and enlarging the increase in the game TV market.
Zhou Zhongfei, general manager of the e-commerce department of Hisense Video Technology, said that as a strategic cooperation brand of Jingdong home appliances, in recent years, Hisense has been working with Jingdong to promote the construction of game scene segmentation tracks, with the rejuvenation and segmentation of the home appliance consumer population, intelligent, high-value-added new products have become a trend, and game TV has also stood on the new industry outlet.
In addition, as the high-end TV consumer market presents a synchronous trend of "consumption upgrading and consumption stratification", Liu Yaoru, editor-in-chief of Sohu Focus Home, believes that people's pursuit of a better life is becoming more and more urgent, and they are willing to pay for higher quality products and services, and in the increasingly professional and segmented market, enterprises should focus on product development and production and service experience upgrades, in order to occupy the highland of people's cognition of game TV brands in the future market competition.
In addition to the large screen, high shooting rate, high refresh rate, high configuration, etc. have become the focus of enterprises to enhance the competitive advantage of products. Recently, as the representative of gaming TV products promoted by Jingdong home appliances and co-manufacturers, "Hisense Game TV Ace 2023, Skyworth Game TV A43 2023, TCL Electric Light Blue V8EMax Series" have received high attention from the market.
It is reported that hisense game TV Ace 2023 is equipped with a double 240Hz speed screen, bringing consumers a full range of interactive experiences; while TCL's first electric light blue V8EMax series game TV is a game controller developed by JD.com with high rate, high refresh rate and high configuration, and cooperates with tencent pioneer cloud game exclusive content ecology to open a new era of game screen.
"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." Wang Meng, general manager of the e-commerce department of Shenzhen Skyworth-RGB Electronics Co., Ltd., said. 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 JD Game TV 2.0 mode.
Many 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.
(Global Network reporter Wang Nan)