With concerns and doubts lingering, can Samsung TV continue its success?

Samsung Note7 explosion may be a rift in Samsung's future. Through the Samsung mobile phone incident, we try to analyze the hidden worries faced by Samsung's other flagship product - Samsung TV.

If Samsung is diagnosed based on the theories of traditional Chinese medicine, it will be discovered that Samsung suffers from an "internal disease" that is not easily detected.

Samsung's "internal problems" are wrapped up by the halo of still ranking first in the world and dominating the global market for ten years. But this does not mean that Samsung TV can sit back and relax. Behind the sales champion, there is actually a serious lack of innovation and innovation inertia: Samsung's leading advantage in color TV technology is being replaced by Chinese brands, and in the era of smart TVs where content is king, Samsung's content is an obvious shortcoming.

The external glory of being the number one in sales has masked the increasingly serious internal injuries. The problem with Samsung TV is not the loss of market share, but the lack of innovation.

Currently, under the relentless pressure from Chinese brands, Samsung's brand advantage is weakening, and its technological innovation is facing encirclement from Hisense , LG, TCL , Skyworth, as well as Internet TV companies such as Xiaomi and PPTV.

Since Samsung TV surpassed Japanese brands to dominate the world, leading fashion and cutting-edge technology have become Samsung's two business cards. But around the time when Lee Kun-hee fell ill, Samsung TV's fashion, exquisite craftsmanship and technological innovation were gradually replaced by China's Hisense, TCL and Skyworth and Internet TV.

The iteration speed of today's electronic products is beyond imagination. In the layout of the next-generation display technology, laser TV and OLED have become the most popular directions, but Samsung is nowhere to be seen here. Samsung has fallen behind, which would have been impossible in the past few years.

Although Samsung TV has invested heavily in research and development, Chinese companies have never lacked funds and are not inferior to Samsung in terms of technological investment. Moreover, their flexible systems and quick response capabilities have become a major advantage, but this is precisely Samsung's shortcoming.

If the technical shortcomings are the "internal problems", the brand is the "external problems" of Samsung. In the consumer satisfaction rankings selected by the United States, Hisense, Samsung, Sony, LG, Sharp and other brands are on the list. As a Chinese brand, Hisense ranks first, which shows that Samsung's brand influence is obviously weakening.

The top five TV brands in the world in 2015 were Samsung, LG, Hisense, TCL and Skyworth. Therefore, the brand most likely to compete with Samsung for the championship in the future is likely to be a Chinese brand.

Samsung's position in the Chinese market is also very embarrassing. Data shows that Samsung's TV market share fell sharply from September 2015 to February 2016. It plummeted from the highest 8.24% market share to 3.82%, which is shocking. Even if it stabilizes now, it only maintains at around 5%.

We do not deny the brand value of Samsung, but the problem with Samsung is that its brand awareness is on a downward trend. Such a decline in brand awareness is very fatal to Samsung.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.