Let users have fun offline experience to help smart TVs reach the masses

After the pioneering development of smart TV in 2014, the entire industry entered a period of exploration of new models in 2015. Whether it is the overwhelming advertising, the wonderful presentations at the press conference, or the online promotions that are burning money, there is a question that has always troubled TV terminal manufacturers in the Internet wave: "We have done so much, but do users really understand smart TV?"

Faced with this problem, offline stores, which were once "neglected", are becoming the "new world" that TV manufacturers want to redevelop.

Internet+ is not as good as experience+

Although the concept of "Internet +" has helped TV terminal products to fully enter the intelligent stage, for consumers, such concepts as "Internet +", "smart big screen", "TV games" are still unfamiliar. How to let users experience the products in a real way is a major problem currently faced by Internet manufacturers with a single sales channel.

Compared with online channels, the biggest advantage of physical stores lies in user experience. Through close contact between sellers and consumers, consumers are guided from passive acceptance of smart TVs to active experience and understanding. In this process, there is a lot of room for offline cooperation between TV terminal manufacturers and content developers. It is not enough for each party to do a good job in division of labor to let users truly understand smart TVs. If both parties work together, the offline promotion of smart TVs will have a greater breakthrough.

On November 14, the National Fitness Challenge themed "New Living Room, Smart+" at Suning Hisense counter in Beijing attracted many fitness enthusiasts to watch and participate. In this event, Hisense TV and "Cool Play Fitness Center" held a series of prize-winning activities such as the "Spinning Bike" Challenge to show consumers a new way of living room entertainment centered on TV. "In addition to being able to watch videos online, smart TVs can also connect to somatosensory devices for fitness and play games directly. These are hard to imagine." A participant at the scene said in an interview.

Similarly, the continued promotion of offline activities has also brought rich returns to terminals and channels. Compared with simply inputting hardware configuration information to consumers in the past, the participatory display of games and entertainment can directly reflect the pros and cons of TV performance.

Industry insiders believe that the competition among smart TV brands will eventually return to the experience. After the Internet concept cools down, the experience upgrade will attract consumers.

Let smart TV really go to the masses

According to statistics from iiMedia Research, in 2015, offline channels accounted for 73% of domestic color TV sales and online channels accounted for 27%. People's requirements for smart TVs are increasing, and intelligence, cloud integration, and human-computer interaction have become industry development trends. As the consumer group tends to be younger, in order to continue to tap the market's consumption potential, the focus should be on studying the consumption habits and needs of the mainstream consumer groups and enhancing their awareness of smart products.

Take the current game content on smart TVs as an example. Although it can bring players a shocking experience on a larger screen, it is still difficult to promote among users. A game CP said, "The offline promotion of terminal manufacturers can bring secondary vitality to TV games. If a game wants to be known by players and form a long-tail effect, the operator must invest in necessary offline activities to attract players and let players find a sense of belonging in the activities." TV manufacturers who connect third-party channels and developers have a natural advantage in this regard.

It is understood that as a continuation of the previous event, Hisense will also hold an offline challenge of "My Name is MT2" in offline stores on the 21st and 22nd of this month. Players can participate in the on-site activities by registering online. Relevant personnel introduced that in the future, Hisense will successively carry out a large number of offline experience activities at Hisense counters in Beijing, Shanghai, Nanjing, Shenzhen and other places, and form the first offline channel promotion alliance in the country. "We hope to cultivate smart TV users through Hisense's strong offline channel power. To this end, the headquarters will send special personnel to Hisense branches for guidance. Through these activities, we will strengthen online and offline exchanges, explore new offline promotion models, and provide developers and partners with a long-term offline display platform for cooperation."

Traditional manufacturers are not the only ones shifting their promotion focus from online to offline. Internet TV brands have also realized the importance of offline channels for user experience and are working hard to make up for their offline shortcomings, such as LeTV's offline promotion of LePar experience stores, Xiaomi Home's experience activities, and PPTV TV's opening of TV experience areas in Suning stores.

"Wireless, not mainstream" If you want smart TVs to truly reach the masses and become a mainstream brand recognized and accepted by consumers, it is not enough to just put the TVs in stores and "shout" hard. Terminal manufacturers and developers must work together to make offline promotions exciting and user-friendly, so that smart TVs and living room entertainment can be settled in consumers' homes.

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.