Text丨Digital Science Society, Lin Mu.On Chinese New Year's Eve this year, did you turn on the TV to watch the Spring Festival Gala?
According to the data of the 2024 CCTV Spring Festival Gala, the scale of real-time live broadcast viewers and the number of viewers on the new ** side of the Spring Festival Gala in the year of the dragon have hit a new high. As of 24:00 on February 9, the number of live broadcast users of the Spring Festival Gala was 67.9 billion people; The number of live ratings is 150.1 billion, an increase of 12 over the same period last year69%。
Among them, the live broadcast of "Watching the Spring Festival Gala on the vertical screen" is 4200 million times, an increase of 57 compared with the same period last year58%。The number of live broadcast users reached 2500 million people, an increase of 37 percent over the same period last year97%。This means that more and more people choose to broadcast the Spring Festival Gala live on their mobile phones.
Once upon a time, after midnight dinner on Chinese New Year's Eve, the family gathered around the TV to eat melon seeds and watch the Spring Festival Gala, which is a Spring Festival memory shared by generations. However, with the arrival of the mobile Internet wave, the increasing popularity of smartphones and the mature development of live broadcast and other technologies, TV is no longer the unique carrier of this scene.
Nowadays, TV is not only quietly bidding farewell to the "stage" of the Spring Festival Gala, but also becoming more and more silent in the living rooms of thousands of households, gradually retiring in the daily life of a generation.
2024 China Smart TV Interaction New Trend Report" cited figures show that in recent years, China's TV boot rate has experienced a cliff**, from 70% in 2016 to less than 30% in 2022, and the sales of TVs have fallen for 5 consecutive years.
Under the general trend of "vertical screen" replacing "big screen", who is still watching TV? Who should I sell my TV to?
01丨Who still watches TV? In the TV, the annual Spring Festival Gala is being held, and on the sofa, Yang Tao's (pseudonym) parents are holding their mobile phones and staring intently. Dad wore reading glasses and was busy doing the Spring Festival gold coin task of the short ** platform, and Mom stared at several WeChat groups, poking and poking on her mobile phone from time to time, and sometimes let out a sigh: I didn't grab it.
In the end, only Yang Tao, a post-90s generation, watched the party in front of the TV this year. He told the Digital Science Agency that his parents also watched a few times at TV when Liu Qian was performing magic, and the rest of the time was either brushing up on the short ** or grabbing the red envelope, anyway, his eyes basically never left the mobile phone.
In my dad's words, 'Where is the Spring Festival Gala short** good-looking, who still watches TV if there is a mobile phone to play?' ’”
Yang Tao said that since his parents learned to brush short**,TV has basically become a furnishing at home,The 55-inch smart TV that was just replaced at the beginning of last year,It has been a year of dust。 He and his father usually work in other places, before his mother didn't have any hobbies at home, he liked to watch TV on weekdays to relieve boredom, but when he went home this year, Yang Tao asked, and after buying the TV, he opened it twice:
The first time was that the TV had just been installed,The installation master turned on the test,Mom also called him**,Praise this big color TV looks clear; The next day, she wanted to watch TV again, but she didn't enter the electric ** channel after turning it on, but jumped to the network TV interface, and the old man who didn't even know how to use a smartphone at that time thought he had clicked something wrong, and he was so frightened that he pressed the shutdown button directly.
Later, when Yang Tao's mother learned to use her mobile phone to brush short**, but the smart TV at home was never turned on again, and now she likes to watch some short ** jokes from parents on her mobile phone every day.
Yang Tao grew up in the northern countryside, and in his childhood memories, the TV at home still uses the kind of satellite signal receiver shaped like a pot lid, commonly known as the "cauldron", "At that time, my friends would come to my house to watch cartoons after school." Nowadays, the "cauldron" with an unstable signal has been replaced by a smart box with richer content, and everyone is less and less fond of watching TV.
Lotu Technology, a third-party research institution, pointed out in a latest market report that the annual sales of smart boxes in China in 2023 will be 3.13 million units, a decrease of 275%, which is expected to fall below 3 million units in 2024, "smart boxes may be the first consumer goods category to die in recent years."
I see a lot of content in the program.,You have to charge if you click in.,Some account member TV and mobile phones can't be interconnected.,These operations are a bit complicated for me as a young person.,Not to mention an elderly person like my mother.。 Yang Tao said.
For the middle-aged and elderly people who stand on the other side of the intelligent technology gap, compared with learning to use the remote control with more and more numbers and buttons in the home, it is obvious that the smartphone that only needs to be clicked anytime and anywhere is easier to use.
It seems that the next generation is abandoning television, but in fact, the increasingly "smart" TV may have long since turned against those who were once loyal to the audience.
02丨Rush high to the sea, and the involution acceleratesOver the past few years, a number of data have shown that TVs are not only becoming a living room fixture, but are gradually disappearing from the living room.
In 2023, global TV shipments will fall below 200 million units, reaching a new freezing point. According to the "Global TV Brand Shipment Monthly Data Report" released by Ovirivo, global TV shipments will reach 19.6 billion units, down 35%。Among them, the top TV brands in global shipments are Samsung, Hisense, TCL, LG and Xiaomi.
As the world's largest producer of LCD TVs, China's TV market has also hit a new low in the past decade. According to the report of Lotu Technology, in 2023, the overall shipment volume of China's TV market will be 36.56 million units, a year-on-year increase of 84%。Among them, Hisense, Xiaomi, TCL, and Skyworth won the TOP4, with a cumulative market share of up to 79%.
From the perspective of the global market competition pattern,Japanese brands have been completely left behind,Only China、South Korea's two major color TV camps are left to wrestle with each other。 In 2023, Chinese brands will grow significantly against the trend, with three Chinese brands in the top 5 on the list, and the sum of the total shipment volume has caught up with the Korean duo.
This is due to the "going overseas" strategy of China's leading TV brands in recent years. In the past year, although the shipments of China's TV market continued to decline, the export volume achieved 75% growth.
Taking Hisense, which played the slogan "China first, the world second" in the Qatar World Cup in 2022, as an example, overseas shipments will increase by 12 in 20232%。Among them,In the European market,Hisense TV shipment share is9.89%, a year-on-year increase of 342 percentage points, the largest increase among the TOP5.
In the Japanese market, where Sony, a local giant, stands, Hisense and TCL's total share in the field of flat-panel TVs has expanded to 21 in 20234%, and the share of 4 years has doubled. Last year, Hisense and the Toshiba brand it acquired accounted for 33 percent of its shipments in the Japanese market42%, the highest one.
"Soaring" is also a key word grasped by many domestic head TV manufacturers. In the past two years,Hisense、TCL and Skyworth have been fighting high in overseas markets,For example, Hisense laser TV has entered the **range3000-5000US dollars。
Xiaomi, which has just won the world's top 5 tickets with 11.3 million unit shipments, is still focusing on the cost-effective route in overseas markets. There is still a "gap" of 10 million units with LG in fourth place, but it has ranked second in the domestic market, and it has reached the stage of transformation from market share orientation to high-end and profit-oriented - in 2023, Xiaomi has launched a variety of cost-effective 75 to 98-inch large-screen Mini LED TVs.
In contrast, Samsung and LG, the two Korean brands that have been standing on a high platform in the domestic market in the past, have begun to shake their positioning and want to regain their former hegemony through cost-effective strategies.
At the beginning of 2024, the domestic TV market is finally waiting for signs of recovery. According to the latest data,In January this year,China's TV market brand shipments reached 4.19 million units,A significant increase of 24.24 year-on-year3%, an increase of 21 month-on-month4%。
However, some people in the industry believe that the color TV market is still in the stage of stock market development, and it is difficult to sustain a fundamental reversal.
03丨Television needs to evolve againIn the past decade, the rise of mobile phones and tablets and other small-screen mobile terminals has been regarded as the "number one killer" of the TV era.
In order to fundamentally reverse the situation,TV manufacturers repeatedly**What kind of TV do contemporary people want,The final answer is:A smart large-screen display with TV functions。
Judging from the endless smart TV products on the market in the past few years,TV manufacturers have made great efforts around"higher","bigger","smarter"three dimensions。
"Higher" refers to the refresh rate and resolution. For example, the main 4K、8KThe refresh rate of smart TVs with high-definition picture quality has generally reached120 Hz+,Inheriting the high efficiency of traditional LED technology、High brightness、High reliability and other characteristicsOLED and Mini LED TVs,It has become a key category for Chinese TV brands at present。
"Larger" refers to the screen size. According to the analysis of Aowei cloud network,Last year,China's color TV market large-size products (75Inch and above) retail volume and retail sales achieved comprehensive growth,75Inch product retail penetration rate19.9%, an increase of 64%。
"Smarter" refers to the two-way human-machine interaction experience based on Internet of Things technology. In addition to bringing the network TV platform with open applications to the big screen, manufacturers have also tried multiple innovations in the most basic and core interactive links, such as remote control interaction, voice interaction, somatosensory interaction and cross-terminal interaction.
From the perspective of following the trend of the times, the evolutionary significance of the dimension of "smarter" is obviously greater than the previous two points, such as the emergence of multiple interactive innovations, which is essentially to allow users to choose a more convenient way to use the product, and at the same time bear the hope of activating users.
But as a result, the link of operating the remote control has been "eliminated", the advertising and operation interface of the boot are becoming more and more redundant, and the content payment link is full of various harvesting routines, making "smarter" an empty slogan. For users, smart TVs are becoming less smart than smartphones and smart tablets.
"Small screen" and"Large screen"The characteristics and needs have their own merits,The former has obvious characteristics of convenience and fragmentation in carrying and use,The latter focuses more on the best experience and sharing needs。 With the popularity of the smart projector market in recent years,TV has lost"Big screen"The last innate advantage。
China's Smart Projection Retail Market Monthly Tracker" report shows that in 2023, the sales volume of China's smart projection market will be 58640,000 units, down 51%。Sales were 103700 million yuan, down 17 percent year-on-year3%；Although the smart projector market also has a situation of sales volume and sales, the market penetration rate of tens of billions can be seen.
At the beginning of February, Apple's Vision Pro headset unveiled for sale set off a new wave of climax in the smart wearable circle. From this observation, in the spatial sense, the future trend of media iteration is the integration of man and machine, so as to provide customized interactive scenes.
The penetration and popularization of smartphones in the past decade is imperceptibly dividing users' time and attention into fragments and individuals, and this change has been reflected in the daily life scenes of many families.
When every household no longer gathers in front of the TV to watch the Spring Festival Gala during the New Year, then it is time to consider evolving again.