There are not a few domestic TV brands,Hisense、Xiaomi、TCL、Skyworth、Konka、Changhong, etc.,There are many brands that are decades old,It stands to reason that the older the brand, the more popular it is,Its influence in the minds of consumers is also increasing,But in fact, this is not the case。
According to the "2023 China Color TV Market Shipment Report" released by Lotu Technology, in 2023, the shipment of brand machines in the Chinese TV market will be 36.56 million units, a year-on-year decrease of 8.4%. The annual market size fell below 37 million units, hitting a new low in nearly a decade. Among them, the fourth quarter fell by 20% year-on-year.
TV screen as one of the "three screens",It was once crowned with high hopes,Xiaomi、LETV and other manufacturers to"Internet TV","Smart TV"Play,It also makes the TV rejuvenated,"Return to the living room"The slogan has been shouted many times,Unfortunately,2016The retail volume of more than 50 million units has become the last swan song of China's TV industry,Since then, it has been more than 40 million,Until 2023It will hit a new low again。
In recent years,The average unit price of smart phones has been rising,But the price of smart TV has not risen,75Inch large TV is only more than 2000 yuan,60Inch TV is only more than 1000 yuan,Such a low price,It is difficult for TV manufacturers to make money from hardware。
The price of a TV set is so cheap, why is no one buying it? A friend's mother has bought a house for three years, but has never bought a TV set, and feels that TV sets are not very useful, similar situations are not uncommon, what is the reason for TV sets to cause today's predicament?
1. Too many ads, affecting the experience. Consumers must use it when they buy a product, but if the user experience of the product is not good, the user will definitely think about whether to buy the product before buying it. There is no doubt that smart TVs are very meaningful to replace and upgrade traditional TVs, but the question is, as traditional old TVs are gradually replaced, where to find new consumers?
Users who have already bought smart TVs are often "backstabbed" by TV manufacturers,That is, endless advertisements,In addition to ultra-long boot ads,There are also on-the-go ads,Is it not that consumers buy TV sets,It's but"advertising machine"?When consumers"Backstabbed"After once,Next time I definitely don't want to be fooled again。
TV manufacturers' on-off advertisements have been repeatedly pushed to the hot search, but they are still repeatedly banned.
If on/off advertising is one thing, the entire use of the TV is also easy to encounter advertising, like the traditional TV without advertising twenty or thirty years ago seems to be "extinct".
In the face of price wars,TV manufacturers have all learned"Make money from advertising"This game,However,This kind of play is at the expense of user experience,That is, just sell,Sell it out.。
The ubiquitous TV advertisement, making it difficult for consumers to get on it, not to mention the so-called boot rate, it is not easy to turn on the TV once, and the opening advertisement of the TV is more than ten seconds. The poor user experience has led to the loss of interest in the product, which has led to more and more consumers not liking to buy TVs and seeing them as dispensable products.
2. Onslaught from short videos and video sites. If the ubiquitous advertising is to make up for the concessions made by TV manufacturers in hardware, then the impact from short videos and video websites has further reduced the value of TV's existence.
The impact of short videos and video websites on TV sets is as follows:
First, the use scenario;
second, to snatch user time;
Third, convenience.
Many times it is not the competitors who beat you, but other larger, invisible hands. No one thought that the power of short videos was so great, almost all netizens were attracted by short videos, but no one watched TV, when the use scenario of TV was replaced, its value as a product was greatly reduced, and fewer and fewer people bought it.
3. Low frequency of replacement. On the one hand, the new demand from the outside world is reduced, on the other hand, in terms of existing demand, TVs are also facing the problem of low frequency of replacement. Huawei, Apple, Xiaomi and other smartphones are replaced at a frequency of about 2 years, and the replacement frequency of TVs is much lower than that of smartphones, that is to say, in terms of the stock market, TVs are also facing a decline in demand.
For TV manufacturers,The consequence of the shrinking market demand is,There is a lack of innovation on the part of TV manufacturers,This lack of strength is not manifested in the technology itself,In fact, there are not many technical highlights in TV in recent years,Such as quantum dot TV、Giant screen、Ultra-thin, etc.,The focus of its weakness is,Although TV manufacturers have a lot of innovation,But consumers are unwilling to pay for it,When TV manufacturers spend huge manpower、Material resources、 When the financial resources are used to innovate, there is no obvious feedback from the consumer side, which leads to a "loss" situation for TV manufacturers.
4. Watching TV costs another amount of money. Consumers have already bought members on iQiyi、Tencent video、Youku and other video sites,But,If consumers want to watch videos on TV,But you need to spend money to buy members,The separation of TV manufacturers' hardware and content,It has no right to speak on the content side,And the content side also wants to make money,This has a situation where consumers consume repeatedly,Of course, consumers don't do that。
So, can you watch TV without spending money? Of course, you can watch it, but the super long ads, and slightly high-quality content are all required to spend money to buy members, and users may simply watch videos on their phones or tablets, instead of buying members.
Looking back,Although LETV and other manufacturers have "beaten" the price of large-screen TVs back then, it has made more TV manufacturers fall into a chaotic price war,In this case,Hardware manufacturers can't make money,And on the content side,TV manufacturers can only act as"Intermediary"The role is more difficult to make money。
Repeated consumption also leads to users being reluctant to turn on the TV, and if they don't even want to turn on the TV, then how much value does the TV still have? Even if the TV is cheap, consumers will not buy a product that looks "useless."