Despite the Mid-Autumn Festival, National Day holiday and Singles' Day, the performance of China's TV market is hardly satisfactory. According to a report by Lotu Technology (RUNTO), shipments in November were 3.57 million units, down 4.5% from October and 13.2% year-on-year, and have seen a year-on-year decline of more than 10% for five consecutive months.
Hisense (including Vidda), TCL (including Thunderbird), Xiaomi (including Redmi), Skyworth (including Kukai), Changhong, Konka, and Haier ranked the top seven in the market, with total shipments down 11.9% year-on-year to 3.335 million units, accounting for 93.4% in total.
In the first 11 months of 2023, the cumulative shipments of China's TV market fell by 6.6% year-on-year. The general trend of the annual retail sales shrinkage has been set, and it is expected to decline by about 7% to less than 37 million units. In the short term, the pull of new demand is small, and it is difficult to tap the potential, and it is expected that the industry will still face relatively large scale pressure next year.
Some industry insiders pointed out that TV used to be the center of home entertainment, and now it is being replaced by smartphones and tablets, which is determined by the consumption concept and product form. In order to stimulate sales, some manufacturers have started a price war and reduced prices to clear inventory.
But this is obviously not a long-term solution, the key is to start with the product. One of the more obvious changes is that the proportion of retail sales of large-size products has increased across the board, and 75 inches and above have become the popular sizes chosen by consumers. With the advancement of technology, the sales scale of the latest high-end display technology Mini LED products in the double line has doubled.
In addition,The form of the product is also undergoing major changes,There is a kind of smart mobile TV called "girlfriend machine" in the consumer market (or called free screen、free screen、free screen、mobile screen、Fitness screen, etc.),Through new media、Internet celebrity communication,It has attracted the attention of many consumers。
To briefly introduce it, this is a new type of product composed of a screen and a special stand, which can be moved as you like, just like a girlfriend with you. Compared with the TV that can only be fixed in the living room or room, the "girlfriend machine" gets rid of the limitations of the traditional power cord and can be easily moved to the bedroom, kitchen, dining room, bathroom and other places; the screen can be rotated and lifted horizontally and vertically, sitting and watching, lying down, and watching at any angle; plus it comes with a lithium battery, it can provide hours of battery life, and it is easy to realize the needs of watching anytime and anywhere. Larger screen sizes (typically 18-32 inch touch screens) provide a better experience than tablets.
To put it simply,"Girlfriend machine"Integrate the product features of smart tablets and smart TVs,It not only has the live broadcast of traditional TV、On demand、Playback and other functions,It also joins AI technology,Realize voice control、Intelligent recommendation、Remote control and other functions,At the same time, it can also be connected to mobile phones、Tablet and other mobile devices,Meet the needs of watching dramas、Game entertainment、Reading and surfing the Internet、Sports and fitness、Office meetings、Online classes and other diverse needs。
LG、Samsung、TCL、Changhong、Skyworth、Konka、Hisense and other traditional TV manufacturers,KTCKANGConcing、Sculptor、Display manufacturers such as Yuanchuang Shi have entered the game,In addition,This new track has also attracted a lot of cross-border players,For example, advertising machine manufacturer Yile KanELC、Smart projector brand dangbei、Tiantian brand under Xiaodu Technology。
Public information shows:Xiaodu Technology originally belonged to Baidu's smart life group business,2020Stripped and operated independently,It is the largest conversational artificial intelligence operating system in the domestic market and the largest shipper of smart speakers/smart screens,The number of voice interactions in a single month has reached 7.1 billion,More than 300 million IoT smart home devices that can be connected,Covering more than 70 categories。
On March 24 this year, Xiaodu released the "Tim Girlfriend Machine". This is a new product developed based on the original smart screen, using a 27-inch LG original In-cell touch paper screen, which can be rotated left and right 90°, used vertically, and watched live broadcasts and short videos vertically. The pitch angle can be adjusted by 20°, which can be seen while lying down, and the elevation angle is 25°, which is easy to operate while standing. The height can also be adjusted, and there is a 20cm lifting stroke up and down.
Equipped with a global AI voice experience, truly free your hands, you don't need to wake up with a fixed four-character like most intelligent interactive devices, but just like talking to people, you can directly shout the name of "Xiaodu" and say what you need.
Following the traditional way of breaking the circle of marketing before, "Tian Tian Girlfriend Machine" carried out carpet "grass planting" in short videos, Xiaohongshu and other channels, and frequently appeared in the variety show "Ace vs. Ace", so as to quickly get out of the circle, and the sales exceeded 100 million yuan within two months of being launched. The first batch of users spent an average of 245 minutes per day, and the average daily active rate of users reached 78%.
Ace to Ace with the same model Tim Tian Xiao Du girlfriend machine large tablet 27 inch lifting wisdom voice control free screen mobile TV fitness meeting projection ¥5699 Buy
Write at the end
According to Lotu Technology data, in the third quarter of 2023, China Mobile's online market sales of smart screens will reach 44,000 units. The annual sales volume in the online market is expected to reach 150,000 units, with total sales of 620 million yuan, and the number of mobile smart screen brands available for purchase in the market has reached 18, an increase of 8 from the second quarter.
Omni-channel sales are expected to reach 500,000 units next year, a year-on-year increase of more than 200%, and the competition will be more intense. Major brands need to further improve their products, functions, and interactive experience to better meet the needs of fragmented entertainment.