Industry still in the fog, see how Skyworth answers the challenge of the downturn in the color TV industry

'How will Skyworth respond to the color TV industry downturn?'

In the past decade, with the gradual maturity of mobile communication technology, smart terminal devices have experienced explosive growth. Smart display devices centered around mobile phones have achieved rapid evolution from nothing, and with the advancement of AIoT technology, more and more hardware products are beginning to possess display interaction capabilities.

However, with the rapid development of various smart display devices, televisions, which inherently have large screens, have not taken advantage of the opportunity to grow and instead have gradually “lost” their way on the path of progress.

According to digital display statistics, in 2016, the TV power-on rate in China was about 70%, but by 2022, the power-on rate has dropped to a pitiful less than 30%.

TV sales are related to the power-on rate. According to data from Aowei Cloud Network, TV sales in China in 2020 were 44.5 million units, a year-on-year decrease of 9.1%; sales amounted to 120.9 billion yuan, a year-on-year decrease of 11.7%. By 2021, the market retail volume of color TV industry in China fell to 38.35 million units. In 2022, TV sales in China reached the lowest point in 12 years, with 36.34 million units.

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This situation continues this year. According to data from Aowei Cloud Network, the sales volume of the color TV market in China in the first half of 2023 was 14.67 million units, a year-on-year decrease of 12.2%, and sales amounted to 48.7 billion yuan, a year-on-year decrease of 8.5%.

In such an environment, brands need to re-examine their external environment, especially for color TV products. In the increasingly complex consumer chain, if they continue to follow the original development path and innovate step by step, perhaps against the backdrop of other categories invading, televisions will gradually become a thing of the past. Therefore,

But the problem lies in how to break through the dilemma? What methods should be used for innovation? What is the direction of innovation? These are the issues worth long-term attention.

However, for now, brand innovation mainly revolves around two aspects:

In recent years, the demand for traditional LCD TVs has gradually declined, while products representing emerging display technologies such as OLED and Mini LED have rapidly gained popularity. According to Omdia data, the shipment of Mini LED backlit LCD TVs will reach 3 million units in 2022 and is expected to increase to 6 million units in 2023. Going back to 2020, the shipment data was still around 500,000 units. It can be seen that emerging display technologies can to some extent stimulate consumers’ desire to purchase.

With the advent of the era of IoT, intelligence has become a common theme in the entire home appliance industry. Indeed, some categories have reaped the benefits of the popularization of intelligence, such as major home appliances mainly including refrigerators, washing machines, and air conditioners. With the support of operating systems and smart capabilities, they have gained convenient user experiences and gradually become their new selling points. As for televisions, large screens themselves have inherent advantages for interaction, so manufacturers are also actively innovating in this aspect.

In fact, the innovation in these two aspects is not difficult to understand. As a large screen display device, the display effect is undoubtedly the most prominent feature of TV products. The transformation towards intelligence also aligns with the current consumer concept of paying more attention to smart devices and products with higher connectivity in the market.

However, for TV brands, whether it is the upgrade of display technology or the integration of product intelligence, these two seemingly correct paths,

In fact, the reasons are not difficult to understand. With the popularity of small-screen devices such as smartphones, tablets, and PCs, consumer viewing demands have gradually shifted towards mobile devices. Due to the nature of their product attributes, television products can only be compared to them in terms of portability. Therefore, in the context of a decreasing usage rate, the attractiveness of intelligence and image quality improvement to consumers is not obvious.

Looking at the development of the television market in recent years, the obvious trend is that the product size keeps increasing, but there are no significant changes in design and form. They are almost all black in color. If consumers who are not very familiar with the products rely solely on appearance, it is difficult for them to differentiate between the differences. In the same display field, products such as curved screens and ultra-wide monitors have gained popularity among consumers, highlighting the new growth potential of this category.

With the increase in consumer spending power, the functionality of home appliances in modern households has shifted from “being useful” to “being both aesthetically pleasing and useful”. This has made coordination and complementation between home appliances and home decor a major selling point. For example, in the past two years, the kitchen appliance industry has introduced cooking centers, built-in ovens, and so on. They can better integrate into home design and some products can even become the “finishing touch” in home decor due to their unique designs. Therefore, the integration between products and home decor has gradually become an important factor for consumers when choosing home appliances, under the premise that the product performance does not affect the user experience.

With the changing consumer habits and demands, for television brands, it has become a new direction to ensure the basic audiovisual functions of televisions and innovate in terms of product form and aesthetics in order to expand the usage scenarios of televisions.

In terms of innovative design, traditional TV giant Skyworth undoubtedly stands at the forefront. In 2017, Skyworth launched its first wallpaper TV, the W9.

This year, Skyworth released the new A series wallpaper TV, the A7D series, which seamlessly blends with the wall and has a thickness of less than 4cm. It not only proposes a new design for TV products but also truly achieves a visually pleasing appearance that integrates with the home environment.

In addition to hardware, Skyworth has also made many innovations in software and product usage scenarios. Its versatile Art Screen has four art modes, allowing the TV to function as a decoration even in standby mode. For example, the Art Gallery mode features selected world famous paintings in different styles; the Family Photo Wall mode supports uploading photos through a mobile app to create a personalized family photo wall; the Atmosphere mode includes dynamic scenes such as festive atmosphere, birthday wishes, natural ambience, and bedtime sleep aid; the Life Moment mode displays personalized clocks and weather interfaces, allowing users to easily check the local time and weather conditions.

It can be seen that Skyworth integrates its products into the home environment in terms of design and provides more usage scenarios through software, gradually breaking free from the limitations of traditional TVs and offering a broader imagination. This gives consumers the opportunity to reevaluate the concept of television.

Of course, apart from innovation, as a display device, display performance is still a crucial aspect. The Skyworth A7D series wallpaper TV offers a powerful audiovisual experience for TV products.

In terms of picture quality, Smart matrix backlight technology is used, with 100 backlight areas, 1000nits peak brightness, 97% DCl-P3 color gamut, △E≤1 professional color accuracy, and 240Hz refresh rate; in terms of sound quality, it features a Harman × Skyworth 2.1 acoustic system, 65W high power, 25W built-in subwoofer, and Harman joint tuning.

For a long time, the use of televisions has been relatively single and the appearance design has been relatively uniform. The main scenarios for televisions are living rooms or bedrooms for watching movies. However, with the increase in the number of households and the “invasion” of portable viewing devices, the frequency of television use is gradually declining.

For the industry, according to previous Oviyun network research data, 43.9% of users prefer a slim appearance design, and 38% of users prefer artistic shells and diverse appearance colors.

This means that in this new stage, brands need to break the inherent boundaries of television products and consider more in terms of design and integration into home furnishings.

Just like Skyworth, it foresaw the shift in consumer concepts, centered its products around users, and launched excellent products through continuous iteration and upgrading while ensuring excellent audiovisual performance.

This also makes us realize that the development of the television industry is not only about display technology and intelligence, but also about accurately understanding the changing needs of users.

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