Targeting 48% of quality youth, VIDAA has a different view on the Internet TV landscape

LeTV, Xiaomi, WeTV, PPTV, Kanshang, Fengxing TV, Baofeng TV... When the Internet boom reached the TV industry, a large number of Internet TV brands were also spawned.

Although the products are slightly different, what is the same is that these brands are reaching into the pockets of young people. Whoever captures the appetite of young consumers will have the potential to compete with traditional TV manufacturers with their TV brand.

So what kind of TV do young people need?

The "cost-effective" model that was successful in the mobile phone industry was quickly copied to the TV industry. Blind price competition has also led to a significant reduction in the quality of Internet TVs. The concept of Internet TV is getting further and further away from high-end TVs. Don't young people need a high-end TV?

Hisense believes that the fact is just the opposite. Its newly launched independent sub-brand VIDAA targets the 48.3% of young users who pursue quality and personalization, and strives to break the monotonous design of thousands of devices on the market and become a pioneer in the field of high-end Internet TV.

Everyone has taken action. What is Hisense waiting for?

It is not new for traditional manufacturers to launch Internet TV sub-brands in the color TV industry. Coocaa under Skyworth, Qike under Changhong, 17TV under Lenovo, etc. are all Internet TV brands launched by traditional manufacturers for young groups in order to compete with new TV brands in the market.

Then why did Hisense, a giant in the domestic color TV industry, only launch VIDAA now?

Yang Ming, Chief Operating Officer of VIDAA Internet TV, which made its debut, introduced that VIDAA is a brand that Hisense has been honing for 14 years.

On the one hand, Hisense already had this plan when it first created the VIDAA smart TV system. The VIDAA system has completed four iterations and upgrades since its release in 2013, winning Hisense 16 million activated Internet TV users and a user satisfaction rate of 97%. It can be said that both the content ecosystem and user operations are fully prepared.

On the other hand, the current user structure and consumption demand have changed significantly. People born in the 1980s and 1990s have become the main online consumer group. They pay attention to the quality and personality of the brand, and prefer light luxury products. VIDAA is positioned as young technology, providing young people with the coolest and most personalized technology products, which can fully respond to young users' high-quality and personalized needs for Internet TV. Therefore, now is the best time to launch VIDAA's high-end Internet TV brand.

What is different about VIDAA Internet TV?

The Internet TV launched by VIDAA this time is priced at 5,999 yuan. As a high-end Internet TV brand positioned at young technology, VIDAA has added new concepts such as smart light-sensing power-on ring, diffuse voice control, remote control paging, and wireless charging to the TV. According to Yang Ming, relying on the world-class human-computer interaction design team of Canada's Jamdeo company, VIDAA will stay 3-6 months ahead of its competitors in launching new Internet TV experiences.

VIDAA Internet TV applies eight original picture quality adjustment technologies independently developed by the company, including ULED ultra-high-definition display technology, third-generation quantum dot technology, and full-process HDR technology, to achieve 100% color gamut coverage under the NTSC standard.

In terms of content, VIDAA Internet TV has reached strategic cooperation with video platforms such as Wasu, iQiyi, and Tencent Video. It has more than 15,000 movies, more than 150,000 episodes of TV series, plus variety shows, animations, documentaries and other resources, with a cumulative video length of more than 1 million hours, of which free video resources account for 92% and 1080P high-definition videos account for more than 90%.

"The value of content operation is to create and meet user needs, and video is the most basic need of Internet TV users. Some Internet TV brands even restrict non-member users' free HD viewing privileges in order to develop paying members. We do not agree with this practice of destroying user experience in order to make money from video," said Yu Zhitao, general manager of Hisense HiTV Cloud.

Overall, VIDAA Internet TV is different from other Internet TVs in terms of appearance, selling points, and design concepts. It can be seen that the VIDAA team is working hard to break free from the shackles of Internet TV homogeneity. Although the price is slightly higher than other brands, it is also within the acceptable range of high-end young user groups.

VIDAA's view on the Internet TV landscape

In the face of numerous Internet TV brands, Yang Ming unabashedly exposed the current status of the development of competing products: find a sponsor, find a foundry, make a beautiful PPT, give an eloquent speech, pile up hardware parameters, and set a low price. He then asked them, "Can Internet TV be done well if you have content?"

Yang Ming said that Netflix, YouTube and other world-class video website companies have not chosen to directly engage in Internet TV because they believe that professional matters should be left to professional companies.

Regarding the relationship between the VIDAA brand and Hisense, Yang Ming said that Hisense TV is positioned as a global consumer electronics brand that leads the upgrade of TV display technology, and has now become one of the top three in the world. VIDAA is positioned as a high-end Internet TV brand with young technology. It also has an independent product research and development and operation team based on sharing Hisense's strategic resources such as technology, manufacturing, and services, including Canada Jamdeo Technology Company, Hisense Cloud VIDAA Operation Center, Hisense National Key Laboratory and Industrial Design Center's VIDAA team.

VIDAA will continue to launch personalized luxury services for young Internet TV users who pursue quality consumption, creating a benchmark for high-end Internet TV with ultimate audio and video, minimalist creative interaction, craftsman-quality fashion technology and massive high-definition video services. VIDAA is also a pioneer in the construction of Hisense's future smart home ecosystem, and will bring more young technology and a more diversified user base to Hisense.

Jia Dongsheng, general manager of China Market Research Co., Ltd., believes that "the Chinese market is currently experiencing a transformation from a loser economy to light luxury consumption. Internet TV users are becoming more rational in their consumption. The barbaric growth of emerging Internet TV brands driven by marketing alone has reached its limit. In the future, Internet TV will enter an era of competition in technology and quality."

For the current Internet TV industry, benchmark products have never appeared. Although VIDAA is a newcomer in the industry, relying on Hisense's many years of technological accumulation and brand influence in the color TV industry, it is very likely to become a new favorite in the market.

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.