The development of color TVs has “stalled”. Is TCL recasting a new direction for high-end large screens?

In the living room, TV seems to be becoming more and more useless.

With the rise of mobile terminals, users’ viewing habits surrounding TV are gradually changing. At the same time, various tricks such as pre-installed apps on smart TVs, startup advertisements, and third-party memberships are gradually wearing down the patience and interest of TV users. This has also led to more and more people questioning whether there is still a place for TV as mobile phone and tablet screens become larger and more convenient.

In addition, the low-price, homogeneous competition strategy brought about by Internet TVs led by Xiaomi TV has led to the high-end TV market, which is highly valued by traditional TV manufacturers, not developing ideally. What should companies and industries do to truly get out of this “difficulty”?

When we discover such problems, we also discover that the power of change is also brewing.

The development of the color TV market has stalled, and the high-end market continues to be “sluggish”

There is no doubt that the color TV market is currently in a continuing downward trend. According to the “Global TV Brand Shipment Monthly Data Report” released by AVCRevo, global TV shipments in the first half of 2023 totaled 89.189 million units, a decrease of 1.7% from the same period last year. When focusing on the domestic market, the decline is even more obvious. According to data from Aowei Cloud Network, the total sales volume of China's color TV market in the first half of 2023 was 14.67 million units, a year-on-year decrease of 12.2%, with sales of 48.7 billion yuan.

While the overall market is shrinking, we must also see that the development of the high-end market has also been greatly hindered. In the past September, the average online retail price of Chinese TVs was 2,818 yuan, sales of products over 15,000 yuan were only about 2%, and sales of products over 75 inches only accounted for 18%.

Why is the TV market experiencing a continued decline in overall sales and a continued sluggishness in the high-end market?

The house secret believes that this is mainly related to two factors:One is the “intrusion” of external devices.The rise of smart phones, tablets and other devices has weakened the role of TV as the core of entertainment life in the living room. In particular, the user experience brought about by built-in advertisements and outdated operating logic of TV products has gradually diluted the advantages of large-screen viewing.

　　Second, the cost-effective approach has overdrawn part of the market.With the rise of Internet TV, manufacturers have generally adopted a low-price + homogeneity competition strategy, and have proposed sub-brands to focus on marketing and price wars. As a result of this strategy, a sufficiently attractive price can indeed arouse users' desire to buy in a short period of time, but users cannot be driven only by price in the long term.

There is no way to change this situation.Only by using breakthrough technological innovation to solve TV interaction problems and making high-end products recognized by consumers can we break through.

However, this is not easy for color TV companies. From the perspective of corporate development, in fact, each company has its own development cycle and its own development path, especially color TV companies, which have accumulated many years of experience. A set of practical success paths has been established, and it will be difficult to get rid of this “path dependence” in a short period of time.Therefore, this also makes TCL, which can be the first to propose changes, extremely valuable.

Changing control shortcomings, TCL sets off a revolution in TV experience

For users who often use TVs, the large-screen experience, visual impact, and overall audio-visual effects brought by TV products are actually difficult to match with mobile devices. However, there is only one reason why some users gradually give up on TVs. Over there is Terrible user experience.

If you want to solve the problem that the experience is not as good as that of mobile devices, you can't go around from other angles. The biggest problem must be faced head on – interaction. The TCL 115″ X11G Max has once again fulfilled the expectations of users and the industry.

TCL’s recently released new product, TCL 115″ X11G Max, contains many technological changes.But the most eye-catching part undoubtedly comes from the changes at the interaction level.Using the newly upgraded spiritual control desktop, users can customize desktop film and television content, functional applications and sorting based on usage scenarios, and can set multiple exclusive desktops with more than 120 card construction types, allowing the TV to be controlled like a mobile phone degrees of freedom.

At the same time, TCL has also optimized the remote control and added three custom buttons to the traditional function keys. Users can customize one-click opening of commonly used applications. At the same time, two brightness adjustment keys are added to the side of the remote control to facilitate users to adjust the brightness of the TV screen to their preferred state, making TV interaction more convenient and comfortable.

Improving the operating experience is only one aspect of TCL's optimization this time. Another aspect is that in order to solve problems such as startup advertisements and lags, Spirit Control Desktop completely removes startup advertisements and supports 0.7 seconds STR to quickly boot and 0.5 seconds to quickly open applications. Press Press down the remote control and all operations will respond quickly.

With the support of these two technical capabilities, TV is no longer synonymous with complex interactions and difficulty in use. It has become the same as most smart devices in our daily lives, with a convenient control experience, but with a larger screen. of “smart devices”. At the same time, this kind of interaction method is closer to daily mobile device interaction, and is more conducive to the use of the elderly and children. From now on, we say goodbye to the embarrassment of family members who cannot operate and are unwilling to turn on the TV.

Driven by TCL's 115″

Large screen + picture quality leads to new high-end experience

Targeting the core pain points of poor large-screen experience is a brand-new answer given by TCL TV on the road of continuous innovation, but this is not all of TCL 115″ X11G Max. Especially as a high-end large-screen product, users have Its requirement must be a multiple highlight experience without shortcomings.

In terms of design, the TCL 115″ To solve the problem of cluttered wires, a hidden wire collection design is made on the base to make the desktop cleaner and tidier, and the product brings a breakthrough in home aesthetics.

In terms of audio and video capabilities, TCL 115″ Improved, it can reach a peak brightness of 5000nits, and also has an ultra-high contrast ratio of 50 million:1 and extreme dynamic range. The picture has ultra-high contrast and extreme dynamic range. The picture is dark, deep, and bright. Users will see those in low brightness. Details never seen on television.

Not only that, the high hardware parameters are not limited to backlight partitioning and peak brightness. TCL 115″ Bionic technology, with a structure shaped like a butterfly wing, can accurately control the light passing through the liquid crystal layer to achieve a 5-fold improvement in contrast; at the same time, it adds a layer of ultra-low reflectivity film that resists ambient light, which can effectively reduce the interference of ambient light on the screen display. Make the picture more transparent and the details clearer.

In terms of audio-visual experience, TCL 115″ The independent subwoofer unit can make full use of the room's reflected sound field through the layout of the sound, ensuring that users get the best listening experience at any location.

　　Write at the end:Integrating powerful performance, flagship audio and video technology, and cross-generation interactive technology, TCL has created a product that can meet the needs of all high-end markets. For users, it solves the biggest pain point of large-screen products, and also carries the advantages accumulated by TCL TV in audio and video, giving it a powerful audio-visual experience and a convenient interactive experience. For the industry, its innovation is not just about improving image quality. The innovation of large-screen interaction will undoubtedly become the target of imitation by the entire industry.

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