The best time to plant a tree is ten years ago, followed by the present. In the most undulating TV market,Wallpaper TVs that realize light and thin seamless wallpaper TVs,In recent years, it has been sought after by more and more users,It has become a popular trend category for TV consumption。 As the pioneer of this trend category,2017Skyworth, which took the lead in laying out wallpaper TVs,Successfully transformed the first-mover advantage into a market advantage,6In the past few years, its wallpaper TV has accumulated into more than 30,000 families,During the double 11 period alone, the sales volume of the whole platform exceeded 1.50,000 units, in the art TV category of Jingdong, the main e-commerce platform, has achieved "one ride on the dust", forming a good effect of "brand is category".
In the author's opinion,The popularity of the wallpaper TV market and Skyworth's leadership in this track are not accidental phenomena,Behind it is the firm confidence and persistent pursuit of innovation of leading enterprises,It is a clear signal that the focus of the TV industry and consumer trends has shifted to the scene。
The TV industry urgently needs to break through the growth situation, and scene innovation has become a key starting point
In recent years, the TV industry has continued to be in a downturn, forcing industry enterprises to increase innovation. According to the author's observation, there are two main directions for innovation and breakthrough: one is the upgrade of display technology, and the other is the exploration of scene applications.
The upgrade of display technology is actually a routine action,The TV industry has been doing an extension on this path for the past 40 years,Now all kinds of new display technologies are also showing a trend of a hundred flowers,Mini LED、QLED、OLEDetc. have shown different technical advantages and market vitality。
However, the continuous decline in the market also shows that relying on the iterative upgrading of display technology alone is not enough to impress increasingly discerning consumers. Therefore, strengthening breakthroughs in the direction of application scenarios has gradually become a new consensus.
The first to make the change was Skyworth. In 2017, Skyworth took the lead in launching TV products with artistic forms, opening a precedent for domestic wallpaper TVs, and also opening the curtain on the TV industry to promote scene innovation. Since then,Samsung、Hisense、TCL、Casarte and other major brands have taken the lead,A new trend category of art TV has been formed in the market,And it is sold on Jingdong、Tmall and other platforms。
Data shows,During this year618Period,Jingdong platform art TV sales exceeded 10,000 units,And on the Tmall platform,In the past year,The market size of art TV took the lead in breaking 100 million,It has become one of the new categories of rapid growth。 From the brand point of view,This year's Double Eleven,Skyworth wallpaper TV sold 15394 units on the whole platform,In the Jingdong platform art TVThe best-selling TOP5 list,Skyworth wallpaper TVA7D series won four seats,Top three on the list。
The judgment of the industry, the trend of the market and the tendency of consumers are actually the same. A consumer survey data from Aowei Cloud Network (**c) shows that when buying a TV, 439% of users prefer thin and light design, ranking first, and another 38% prefer artistic shells and a variety of exterior colors. It can be seen that innovative product design and scene aesthetics integrated into the home have become the primary focus of TV consumers.
The growing popularity of wallpaper TV proves the important value of scene innovation in the process of breaking the situation in the TV industry. So in the new scene track, who can stand out from the crowd and lead the future?
Understand users, understand innovation, understand ecology, Skyworth builds a strong dominance of wallpaper TV
Leadership, need to have strong technical strength to support. Judging from the new form of wallpaper TV, the difficulty of technological innovation is extremely high.
Make the TV thin and seamless against the wall,This requires the redesign of the internal components of the TV,The big guy like the audio must also be flattened。 The difficulty also lies in the fact that the results of redesign and processing cannot affect the performance of TV. That is to say,Light and thin wall can't be at the expense of TV quality,To achieve a balance between performance and aesthetics。
Take the hot-selling Skyworth wallpaper TV on the market as an example,The reason why it realizes the overall ultra-thin wall,It is that the internal components are successfully designed into a flatter and wider form,90The thickness of more than the components is controlled at6mm,Even the audio that is very difficult to compress,The thickness has also been reduced to15mm,So as to ensure that the overall body thickness is only39.9 mm, no more than the diameter of a ping pong ball, much less than the thickness of 120 mm of an ordinary LCD TV.
In many cases, the difficulty of innovation lies in the fact that while a problem is successfully solved, a new problem will be created in conjunction with each other. As far as wallpaper TV is concerned,After seamless walling,There will be a new problem of difficult heat dissipation after sticking to the wall,Once this problem is not solved well,It will inevitably affect the performance of the product。
In the end, the problem of technology has to be solved by technology. In terms of heat dissipation of wallpaper TV,Skyworth creatively uses a large area of nano-coated heat sink and lamination heat dissipation,Let the product have the ultimate aesthetics at the same time,Good heat dissipation,Ensure stable performance,And this has also formed an important patent barrier for Skyworth wallpaper TV。
On the whole, the reason why Skyworth plays a strong role as a leader in wallpaper TV is mainly due to three points:
First, keen user insight. 6 years ago,Skyworth had an accurate insight into the scenario-based upgrading trend of TV consumption,At that time, industry enterprises were still rolling**、Volume parameters,After industry enterprises followed the game,Skyworth6Over the past 6 years, high-frequency launches9series21Products,**It has also dropped from 100,000 yuan to 6,000 yuan,Achieved a comprehensive lead from products to **,Finally, the first-mover advantage will be transformed into a market advantage。
Second, strong innovation strength. As a giant with more than 30 years of experience in TV manufacturing and user operation,Skyworth has the ability to redesign the internal components of the TV in combination with user needs,Create a "unique stunt" in heat dissipation,Take the lead in applying miniLED to ultra-thin TV products,At the same time, the software launches art galleries、Life at the moment、Atmosphere space、Family** Wall and other variety of art screens,Let the TV play the role of art decoration in the standby state,These ensure that the wallpaper TV achieves the ultimate balance between aesthetics and performance,Perfect integration into the home environment in hardware and software,So as to form a strong product competitiveness。
The third is the innovation and aggregation of ecological resources.
True heroism is never done alone. The success of Skyworth wallpaper TV is closely related to its innovative aggregation of high-quality ecological resources. In terms of hardware,SKYWORTH joins hands with partners BOE,With the help of its self-developed ADSproHigh-end LCD display technology,Bring more delicate and realistic picture quality and smooth and silky experience to wallpaper TV。 In terms of content,SKYWORTH is the first TV brand in the industry to go online4K 120Hz**Content,This makes Skyworth wallpaper TV not only beautiful"Beautiful",The content is also "good-looking"。
If you understand the user, you can gain insight into new consumer trends;If you understand innovation, you can create product technical barriers;If we understand ecology, we can aggregate resources to form high-dimensional competitiveness. Such Skyworth,Successfully built a dominant force in the wallpaper TV market。
With both self-confidence and strength, consumers and enterprises can "go both ways".
Judging from the statistics of the third quarter of Aowei cloud network,The current TV market presents three basic characteristics:First,Sales are still declining,But sales are increasing year-on-year;Second, the market of more than 3,000 yuan is in the growth channel;Third, 75 inches became the kingpin size.
In the author's opinion,These three characteristics all point to a conclusion:Consumers are not reluctant to buy TVs,But tend to buy better and higher-end TVs。 Wallpaper TVs are obviously such high-end good TVs.
In the context of the industry's most volatile situation,Skyworth has achieved great success in the wallpaper TV market,Achieve continuous dominance on the main e-commerce platform such as JD.com,Almost formed"Brand is the category"The effect is the effect,This has inspired the entire TV industry。 In the author's opinion,Only with both self-confidence and strength,Consumers and TV companies can achieve"two-way running"。
On the one hand, we must strengthen the belief in innovation, "TV has no room for innovation" is a false proposition. Looking back at the development of the TV industry for more than 40 years, the progress of technology, the change of scenes, and the change of trends will all have an impact on consumers' purchase decisions. The upgrade of user needs never stops, and there is no end to the space for TV innovation. Skyworth wallpaper TV,It is a representative of breakthrough innovation in the stock era。
On the other hand, it is necessary to forge the ability of innovation and form a systematic matrix of innovation ability. As users become more and more picky and competition becomes more and more fierce, TV companies need to have considerable strength in display technology innovation, product form innovation, content interaction innovation, scene application innovation, etc., to form a systematic innovation capability matrix. Skyworth wallpaper TV,It is the result of collaborative innovation of multi-dimensional technology。
In short,It is not difficult to find from the case of Skyworth wallpaper TV hot sales,Consumers are still in favor of a"Performance and appearance**High-end good TV,TV companies should strengthen the belief in innovation、Forge the ability to innovate,With full enthusiasm and strong strength to meet the continuous iteration of consumers' audio-visual needs。