There has always been such a misconception about 'consumption upgrades': Consumers are buying more and more expensive things. In fact, consumption upgrades are only market results that are intuitively presented on the consumption structure. A more accurate description should be experience upgrade or life evolution. .
Take specific consumer products as an example. For example, TVs from every household, from black and white to color, from CRT to LCD, the price of mainstream TV has been stable in a certain range. The real big step is actually the user experience. An important feature of the upgrade is that consumers are increasingly willing to pay for better products.
In the stage of stock competition, the battle for consumption upgrade of TV companies
Nowadays, with the new demand for TV and the decline in demand for secondary purchases, the renewal has become the main motivation for consumers to purchase TV. The TV market is entering the stage of stock competition.
According to Ovi Cloud's forecast, in the next three years, China will have 35 million TV consumption per year, which is brought about by the replacement. In the era of stock competition, how can TV companies win the battle of consumption upgrade in the 'experience'?
On September 20th, Hisense held the '2018 Autumn Product Tasting' in Beijing, and officially launched Hisense Laser TV '10,000 Free Trial Plan'. They will provide 15 days of free trial time for all users in the country.
As the first brand of domestic TV for 14 consecutive years, Hisense has been focusing on laser TV research and development for more than ten years. In 2014, Hisense released the first generation of laser TV, officially announced the future market competition with 'laser' + 'big screen' From the current time point of view, Hisense's judgment on the trend is forward-looking in the domestic TV brand.
According to the data, since 2013, TV has been increasing at an average rate of 2% per year. From the perspective of sales, from 2013 to 2018, the fastest growth rate of sales share has shifted from 50吋 to 65吋. The growth trend, mainstream TV size will soon break through 65 挺 to 70 吋 or even 80 挺 advance.
However, due to the limitations of screen technology, as the size increases, the price of LCD TVs and OLED TVs increases geometrically, which becomes the biggest constraint to the popularity of large-screen TVs. In contrast, laser TVs with large screen and cost-effective advantages Become the best product form for a comprehensive experience.
In recent years, Hisense Laser TV has basically maintained a rhythm every year. In May of this year, Hisense released the fifth generation of laser TV products: L5 and L7 series 4K laser TV, covering 80 inches, 88 inches, 100 inches and three specifications. Among them, Hisense L5 series laser TV broke through 20,000 yuan for the first time, opening the offensive against the large-screen LCD TV of 65 inches and above.
The response from the market also gave Hisense sufficient confidence. The sales volume of Hisense L5 went through 8,000 units in 15 weeks, and it was ranked in the top ten in the best-selling list for 10 weeks. Looking at the entire super-large screen market, it is showing the situation of Hisense. Data show that from January to August this year, Hisense's sales of laser TVs and sales accounted for 55.67% and 50.63%, and seized more than half of the super-large screen market of 80吋 and above.
More eye-catching big screen, laser TV's differentiated experience
If 'big screen' is the biggest advantage of laser TV, then 'health eye protection' becomes the exclusive advantage of laser TV.
Due to the different reflective imaging principle from ordinary TV, laser TV comes with the 'eye protection' attribute and is certified by professional institutions.
According to the results of the comparison between laser TV and LCD TV made by Saixi Laboratory of China Electronics Standardization Research Institute and the Peking Union Medical College Hospital, the direct inspection of LCD TV will produce obvious vision, diopter and eyelash. Muscle changes, as well as eye swelling, eye pain, photophobia, dry eyes, blurred vision and other symptoms; while watching laser TV, the human eye feels more comfortable, ciliary muscle tends to be more flexible, more conducive to eye health.
The 'eye protection' TV attribute is critical to the TV experience of the future home.
First of all, it dispels the user's long-term concern about eye health when watching TV. Especially for users with children at home, the impact on vision health has determined the TV boot time.
Secondly, it makes the ordinary family close to experience the big picture into a normal state. Taking the Hisense Laser TV L5 as an example, its suitable viewing distance is only 3 meters, and the 65-inch LCD TV is suitable for viewing distance, but the picture is increased by 40. More than %, bringing the immersion of the cinema into the living room of an ordinary family is no longer a luxury.
From smart to AI, big screen interaction is being reshaped
According to the data, in 2017, smart TV accounted for 86% of total TV sales. It is expected to reach 92% in 2018. Smart TV appeared in the market in 2012 and took 6 years to become the standard for Chinese families.
Intelligentization has greatly improved the TV's functional experience, and the emergence of AI will reshape the interaction of large screens.
How to define AI TV? The answer given by Hisense is: Let users get the most suitable content and services for them in the simplest way. This also means that the best technology is that you can't feel it. The existence of technology.
The VIDAA AI system on Hisense TV has the functions of 'Full Scene Voice' and 'Full Scene Map Search'. It can accurately understand the commands issued by users, realize voice search for food, book tickets and hotels, and help you search for what you want to see. Other functions, voice is replacing the traditional remote control to become the new interactive way of AI era TV. At the same time, VIDAA AI can also take a one-click screenshot, identify the characters in the picture, understand the star gossip and so on.
More importantly, Hisense applied AI technology to image quality improvement and developed 'smart scene recognition' technology, which can switch standards, games, movies, news, sports and other modes according to the user's usage scenarios.
The essence of 'consumption upgrade' is experience upgrade. How to make consumers feel the experience advantage brought by products, it is not an easy task in the Internet era of customary online shopping. Since consumers are not willing to enter the offline experience store To experience it personally, then, active on-site service becomes an inevitable choice. Hisense opened the laser TV '10,000 trials' campaign, aiming at the 35 million families with replacement needs. Hisense has established an advantage in product experience, distance wins This battle of 'consumption upgrade' has taken another step.
