Although in the past two years, the Chinese color TV industry has scared away two development paths under the impact of the Internet and smart waves: First, traditional color TV brands are focusing on image quality to carry out upgrades of various display technologies such as OLED, quantum dots, and laser technology; One is the low-price competition and ecological drive of Internet TV companies with rich content and free hardware as their strategy. However, from the perspective of market competition in the first half of the year, it shows that technological innovation is weak, and hardware free eco-economy has met with resistance.
While many Chinese and foreign color TV giants are racking their brains, Changhong, one of the leaders of color TV sets, has jointly released high-end luxury custom crystal TVs jointly created by fashion COSMO, Swarovski, and China's famous pioneer designer Zhang Chi. The CHiQ Long Yao series has gone out of the third road: the cross-border fashion circle to carry out personalized and fashionable innovations in color TV products, turning color TV durables into home artwork, and satisfying users' third demand for home appliances.
When people in the industry were surprised that Changhong dared to take steps to tear down the “conservative†and “old†labels of traditional color TV companies, they also proposed that “This new road explored by Changhong can become a color TV industry out of low-cost mixed-race quagmire and re-break. The third way?
Ceiling Approximation: Quality and Content Competition for Slugging
The beginning of the cold season, the ice seal period has continued until May has not ended the sign. For this year's color TV market, all companies must not only continue to struggle in the cold winter downturn, but also can really feel the approach of the market development ceiling. The reasons that led to the current downturn in China's color TV market are not complicated, mainly due to the drawbacks of the color TV companies competing for the market in the past two years.
The Internet brands headed by LeTV and Xiaomi are playing the game of “gratuitous free or low-cost, content-profitable†strategy but they are playing the game “gratify and eatâ€, seizing market share at low prices and overdrawing consumer demand in advance. More serious is that this strategy also stimulates the traditional color TV companies to pursue the transition from hardware to the big screen ecosystem, playing the "small calculation" of the scale of hardware and content to profit. The direct consequence of this strategy is the lack of innovation in color TV products. Homogeneity is serious, but content marketing is faced with the cultivation and re-creation of user habits.
In the face of impact, traditional TV brands have proposed strategies such as “returning to quality†and transitioning to high-end technologies. However, display technologies such as OLED, quantum dots, and lasers are only technical concepts for users, and not only have high education costs, It is also due to the poor methods of education of the enterprise that can not lead to full-scale detonation. Therefore, although the liquid crystal display technology has entered the mature recession period, the new display technology is indifferent, eventually leading to the TV market's "display technology innovation can not save the fire of the weak demand."
When most color TV companies are still in the quagmire of low-cost ecological warfare and quality war, Changhong has taken the lead in jumping out of the thinking logic and business trail of the color TV industry, and subverting color TV products by integrating design resources and fashion elements of the fashion circle. The appearance of "old-fashioned, stereotyped" design, creative in the color TV frame inlaid Swarovski 1280 new crystal, in the home appliance circle, fashion circle successfully set off a luxury high-end consumer trends, interpretation of cross-border innovation driven.
From the conference, it can be found that the Changhong CHiQ Long Yao series television not only outperforms similar competing products in the performance of traditional color TV products such as picture quality, content, and artificial intelligence technology, but also has a dramatic appearance that will give consumers the personality of color TV products. The cognition of modernization and fashion has been upgraded to a higher level. The television as a family's durable goods was directly promoted to the family's art work, and TV companies were promoted from the two-dimensional battle of content ecology and display technology to a three-dimensional battle leading a high-quality lifestyle.
So can Changhong's exploration become the third new way for China's color TV companies to break the board? For a long time, the innovation of home appliances has been adhering to the "pragmatism" and continuing to innovate in technology and function, but aesthetically it has become stereotyped, not fashionable, and even pseudo-fashion. However, in the country’s promotion of consumer upgrading and middle class and the gradual rise of the younger generation of consumer groups, consumer demand for home appliances has gradually moved from purely practical to aesthetic, art, and fashion.
Now Changhong CHiQ Long Yao series TV as the world's first home appliance art, not only a breakthrough in the cross-border fashion circle of China's color TV industry, but also may become China's home appliance industry to implement a differentiation strategy, out of the third road of growth ceiling.
Cross-border fashion circle, the traditional color TV brand to find a new life
Cross-border innovation is not unfamiliar to home appliance companies, but cross-border fashion circles also hold the title of "fashionable vane" fashion COSMO, China's famous avant-garde fashion designer, and Swarovski, Changhong, which has more than 120 years of jewelry design history. This move is the first time in the home appliance industry.
Such a large handwriting not only shows that Changhong, the industry leader with 60 years of experience in home appliance innovation, is eager to inject young and stylish elements into the brand, but also jumps out of the traditional R&D model for the Chinese color TV industry, and designs products with fashionable artwork to bring young people closer to young people. The distance between consumers and opening up new growth channels provide new ideas.
Yuan Jiajun, vice president of strategy and operations of Fashion Group, said at the press conference that since the establishment of Fashion Group and Fashion COSMO for 24 years, it has been leading and promoting the development of the entire Chinese fashion industry and trend. Choosing cooperation with Changhong is because it is a brand that can stand the test of time and history. The Shichuang Group hopes to use its influence in the fashion field to infuse fashion elements into this brand and jointly explore color TV products in appearance and fashion. Innovation.
“As a jewellery brand with more than 120 years of history, Swarovski is highly conscious of imagination and creativity. Cooperation with Changhong aims to integrate jewelry luxury and high-end design concepts into home appliances. Electronic products are also like works of art. Decorate every home,†said Swarovski’s senior vice president of global marketing.
Through the trust and awards of these partners, it can be clearly seen that after many cross-border innovations, Changhong's CHiQ Long Yao series of televisions has completely shaken off the design of the traditional color TV “square boxes and low-quality plastic shellsâ€. The use of a closed frameless design, a broad vision, all-metal, ultra-thin body contains an infinite beauty, and the perfect fusion of crystal luxury quality natural, with an outstanding art texture, highlighting the unique personality of life aesthetics.
Not to mention that it uses "double-full" HDR quality technology to achieve a "naked-eye" look-and-feel experience and a full set of intelligent ecosystem AICenter (Artificial Intelligence Family Center). Regardless of the design, quality, and intelligent performance of the TV, the TV series highlights the luxury, high-end, artistic and intelligent atmosphere, allowing users to enjoy a more convenient and intelligent life experience while achieving spiritual enjoyment.
It can be said that 1280 new "Swarovski" crystals are not just a TV frame, but a color TV giant Changhong has redefined the new iteration of color TV product innovation. Changhong, which removes the traditional leading brands, has succeeded in making cool, stylish, and technologically-adjusted color TV products in a cross-border fashion circle. It is not only to show the outside world that its brand is young and fashionable, but also hopes to help This product brings closer interaction with young consumers' souls, breaks through the growth ceiling of the traditional color TV market, and leads the global color TV industry out of the quagmire of homogenous competition. At present, this custom crystal TV has already been launched in the world's first pre-sale by Tmall. The price is only 12,800 yuan. The high-end products and close-to-the-people prices are Changhong's pursuit of a young and stylish user group globally, and the sincere olive branch has been thrown.
No one thought that the innovator who took the lead in setting aside the thorns in the development of the color TV industry was a traditional state-owned enterprise. This time, Changhong has assembled the top fashionistas in fashion circles to redefine high-end TVs. The “new tree sprouts†attitude demonstrates the traditional color TV brand. With consistent craftsman spirit, it has been leading the Chinese color TV industry to find new roads in the changing times. The role of new knowledge. Although the overall color TV market still slowed down in the second half of the year, in the high-end consumer segment, Changhong Custom Crystal TV has already opened the door of counter-trend growth for color TV manufacturers with originality and fashion.
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