4K smart TVs are not worthy of their name and ecological shortcomings restrict large-scale application

In the past two months, the smart TV market has become lively again. First, LeTV released the X50 air 4K smart TV, which directly brought the price of 4K TV to a popular level of 3,000 yuan. This smart TV, which was still a synonym for high-end at the CCBN2014 exhibition, instantly fell from the altar. It turns out that 4K can be so cheap. For a while, the 4K TV craze quickly became popular.

After the 4K-based smart TV whets the user's appetite, whether it can satisfy the user is still a matter of time. The current 4K smart TV market is showing a false enthusiasm. The lack of 4K content has greatly reduced the user perception of 4K smart TVs. The marketing model of "selling dog meat under the guise of sheep" seems to be difficult to convince users even for Internet manufacturers who attach great importance to the fan economy.

4K market is in chaos

The two major driving forces behind the recent popularity of the 4K concept are Xiaomi's Xiaomi TV 2, which is known as a top-of-the-line 4K smart TV, and LeTV's X50 air 4K smart TV. It is the smart TVs launched by these two manufacturers that have lowered the price of TVs to 3,000 to 4,000 yuan, which has never happened in the rules of the game for traditional TV manufacturers. They are also veritable disruptors in the TV market.

How do Internet companies that pay the most attention to user experience play with TV? This is also a hot topic recently. On May 15, Xiaomi's new product launch conference made Xiaomi TV 2 a focus of this launch. It is equipped with MStar quad-core 1.45GHz CPU, Mali450-MP4 graphics processor, 2GB+8GB storage, and supports 802.11ac protocol to play 4K videos online smoothly. The launch of Xiaomi TV 2 mainly emphasizes that its hardware configuration has met the standards of 4K TV. However, since it does not introduce too many 4K program sources, it also gives people a feeling of being an empty shell. Xiaomi is currently also strengthening the introduction of 4K content, but this process is destined to be long. Without supporting content for a long time, users' perception of 4K will probably be further weakened.

The two Internet companies that are pioneering in the 4K smart TV market have not reached a consensus on promoting the establishment of a 4K ecological chain. LeTV's vertical integration development strategy enables it to produce some 4K content itself, which gives it certain advantages over other manufacturers. Currently, manufacturers such as Xiaomi are still stretched in terms of 4K content sources. However, it is difficult for a single manufacturer to fully cover the establishment of a 4K ecological chain. LeTV's 4K content may be difficult to satisfy users' appetites.

Wu Chunyong, an expert in the integration of three networks, frankly admitted that if we look at the current situation and pattern of development at the content level of the entire television industry, all the so-called "the first year of China's 4K TV development, I can satisfy the audience's demand for 4K TV programs through original creations" and other such statements are misleading users; but if we look at it from the hardware terminal level of 4K TV, as long as the relevant companies produce it in accordance with the relevant hardware standards of 4K TV, it will truly be a 4K TV.

Building a 4K industry ecosystem is fundamental

In fact, from this year's CCBN exhibition, we can clearly see that 4K has become a major theme in the TV industry. Various TV manufacturers will launch their own 4K TVs. However, there are still many disconnected links in this industry ecosystem, which requires comprehensive and systematic construction.

The active performance of Xiaomi and LeTV in the 4K TV market has accelerated the process of popularizing 4K TVs in households, and the more affordable price advantage has also prompted users to be willing to try new products. However, only by effectively ensuring the 4K experience of users can the popularization of 4K be truly promoted, and the heat of conceptual hype is difficult to sustain. Wu Chunyong said that with only hardware but no content, the 4K TV industry chain cannot develop at all. The most recent example is 3D TV.

The 4K TV industry ecosystem is still in its early stages of development. After a lot of conceptual hype, more practical measures are needed to build an industry ecosystem. In this regard, Internet companies do not seem to pay much attention, but rather focus on improving user perception at the product level.

Compared with traditional TV manufacturers, the advantage of Internet TV manufacturers lies in the marketing of products, and they certainly do not have much advantage in product manufacturing and other links. Wu Chunyong pointed out that the biggest advantages of Internet manufacturers mainly lie in the following four aspects: resource integration capabilities; negotiation capabilities with partners; innovation of channels and models in emerging markets; and strong market promotion and marketing capabilities.

"As disruptors of the industry, Internet TV manufacturers only choose to sell on their own platforms, rather than on hypermarkets or third-party platforms. They also further lower product prices. In addition to effectively grasping the purchasing psychology of users, the more important thing is to mix up the entire market in order to find their own development space."

Internet TV manufacturers urgently need to improve their service capabilities

At present, several Internet TV manufacturers pay more attention to the marketing of products, and still have great shortcomings in service system and after-sales, which is also the focus of widespread criticism by users. Compared with smart terminals such as mobile phones, the life cycle of TV products is significantly longer, and effectively ensuring the user's subsequent product experience is also a link that all suppliers must pay attention to.

Take LeTV's recently launched X50 air 4K TV as an example. After users purchase it on the spot date, the delivery cycle of the product is often delayed to 1 month. The logistics and after-sales service system have not kept up with the sales rhythm of the product. For Xiaomi TV, its shipment volume is relatively limited. However, when users find problems such as light leakage, it is difficult to apply for a return or exchange. A Xiaomi TV user said that Xiaomi's products are cool and the user experience is also very good. It is worth buying. However, when signing for it, you must check it carefully. If you find problems later, it will be very difficult to exchange it. This is also the cost of trying Internet TV.

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.