The TV manufacturing industry has seen a dramatic turnaround since 2013. On the one hand, the gradual decline in the prices of upstream panels has led to an increase in the trend of LCD TVs, and the prices of LCD TVs have continued to hit new lows. On the other hand, Internet companies have Strong intervention, so that television began to focus on the intelligent direction of enriching entertainment content, these two important factors to promote large-screen smart TV has gradually become the mainstay of the market.
For consumers, the most intuitive experience is that LCD TVs are cheap and content that can be watched is no longer just TV stations. At the same time, some new brands are beginning to enter the field of vision. With the continuous refreshment of prices and functions, televisions in many homes have begun to be renewed, and the television market has entered a golden period of rapid growth that has been erupting for three years.
If this period of time is compared to a feast, the microwhale is also a new army that emerged in such a golden period. However, unfortunately, in the face of the new and old forces after the smooth beach, it was the second half.
However, fortunately, the current television industry has already begun to clearly show the trend of homogenization of hardware and content. As a new challenger, it has always insisted that innovative micro-whales can complete the break and have to say it is a topic of concern. .
The competiveness of smart TV is nothing more than four aspects: hardware, software, content, and marketing. It is not easy to be comprehensive and innovative, but micro-whales are all ready.
Hardware: The ultimate in innovative design and demanding quality
In fact, in April of this year, the Micro-Whale launch of the Drunken A series has given preliminary answers. This 4.9-mm-thick product has set the record for the thinnest LCD TV volume production. At the same time, the body is the thickest. At only 25mm, the minimum clearance of the wall reached 3mm, simultaneously achieving the three industry-wide limits at the thinnest, thickest, and wall-hanging gaps, and shocked the television industry in one fell swoop.
It is inseparable that these unimaginable creations can be realized and the micro-whales participate in the integration of the industrial structure. On the upstream side, the supply of large-sized Corning glass light guide substrates provides microwhales with drunk and thin materials, and downstream, the exclusive custom production line of Wistron Capital provides manufacturing process guarantees for ultra-thin production, which are indispensable. The factors not only made the intoxication win the 2017 German Red Dot Award, but also became the object of other companies competing to study and emulate.
Even so, compared to the pursuit of hardware in the ultimate micro whale, the limits presented by intoxication are only part of the image.
Many manufacturers need to consider costs as well as market competitiveness in hardware design. Compromise is obviously a drawback that a brand has left behind when considering various factors in manufacturing. For a micro whale meeting the challenge, this is not something to consider. .
To give a very significant example, the 4.9mm drunkenness is a great challenge to achieve the sound quality of a traditional thickness TV in a limited volume, but the microwhale has not made any concessions on the difficult point and independently developed an ultra-thin bass. Increased technology to ensure the HIFI sound within the limits of thinness.
Talking about design details and quality requirements, Mr. Wang Zhengxian, vice president of hardware research and development and product planning for micro-whales, said, “Everybody is talking about ingenuity. In fact, many ingenuity is reflected in the details. For example, our bases are hand-polished by experienced masters. Because the machine can't do it, when the machine can't be done, can we give up? We definitely don't give up. When the machine can't be completed, it shows how much energy we need to pay, how much it can cost, and how much safety it can bring to consumers. Feeling, delicacy, etc."
"The design of a micro-whale is like water, water is what it is, it is harmonious, and it is very clever," and the sentence of Wang Zhengxian's retelling of the Red Dot Design Awards seems to be an incisive illustration of the uniqueness of micro-whales in hardware design. Lonely, not afraid of the challenge of innovation.
Software: Unswervingly taking the road to artificial intelligence
As a carrier, software reflects the actual experience of the most tangible and intuitive users, but software is very broad in the conceptual category of micro-whales compared to traditional systems and functions.
The underlying software technology, the most typical is the micro-whale innovation in imaging technology. For example, the traditional MEMC dynamic image enhancement technology itself has many unavoidable problems. The most typical is the image of small objects and logos, and the ghosting phenomenon of complex sports, etc. However, the micro-whales in the independent quality technology 3.0 This type of bug has been solved. At the same time, the Microwhale also mentioned Sharp 2.0 and HDR combined hardware and software standards. In terms of display color and definition, it has completely separated from the wide color gamut that many manufacturers have mentioned, and it has risen to more advanced and sharper. display effect.
The system function level of micro-whales, WUI2.0 no doubt plays an important role, the most typical of which is the combination of human-computer interaction and artificial intelligence.
Dr. Chen Ling, Software Product Manager, said that compared to other brands with artificial intelligence attributes, micro-whales are clearly dominant in the market's performance. The most typical is the intelligent voice, and the first is the cooperation with HKUST. Ensuring the recognition rate of voice, and at the same time building a wisdom library in the cloud, micro-whales do not stay in the search for video content and perform some basic operations, but integrate the wisdom of the machine into it. The laboratory cooperates and begins to develop in the direction of semantics and emotions.
Mr. Yang Ping, the head of the software product and member business, said that the hardware industry standards will have different levels in each level of the industry, but how to differentiate themselves through service differentiation is the ultimate proposition. , so the problem that AI is trying to solve is nothing more than to make TV have a capability to sense the world and know the direct, and then it has such an organ and the ability to have limbs, through links, socializing, then speakers, speakers, even the original Plant equipment also requires big data mining, cognitive services, and deep learning.
At present, micro-whales have achieved remarkable results in the performance of artificial intelligence. For example, smart locks that are provided to children in conjunction with cameras are combined with face recognition to complete the distinction of age, thereby protecting low-collar groups from using anti-indulgence and pushing content suitable for viewing. At the same time, it also realizes the long-distance low-power standby voice command opening function, which is unique in the industry.
Content: Both content and resources collaborate
Among the Internet-branded smart TV companies, there are not many who have come from the media, and micro-whales are no exception. But micro-whales are not a brand that once had a resource platform. This is a difference.
In fact, distinguishing camps with content resources is nothing more than two types. One is pure resource cooperation represented by Xiaomi, and the other is purely self-owned resources represented by music, compared to both. Whales are involved in both ways.
Mr. Yang Ping, the head of the software product and member business, said that on the one hand, the micro whale has its own content team, and now it is also doing some new IP for future homes, and it is also managing the production and investment of network dramas, and even Some VR content attempts include live broadcasts and broadcasts of sports events. On the other hand, the microwhales currently integrate Tencent's high-quality content resources and share resources with Tencent. And micro-whales are also purchasing some copyrights, such as Mango TV variety show, Chinese new song and so on. At the same time, at the member service level, I can provide users with better and more privileged services.In addition, the micro whale attaches great importance to children's core position in the use of smart TV in the living room. Compared to smart phones, children's content exposure rate will be higher on the big screen, and micro whale will introduce some of the following product plans. Children's education combined with artificial intelligence, and children-related content, while increasing content interactivity.
At present, the search coverage of micro-whales on hits has reached 90%, which is a very competitive figure in the industry.
Marketing: "Luhai, Air Force" promotion and down to earth reputation
Compared to the story-telling concept of branding, the young micro-whale always gives people a somewhat obscure feeling. This silence is very close to the pragmatic corporate style of micro-whales, but it needs to be recognized by consumers. At the stage, this too honest style can not help but feel anxious. Behind this intuitive feeling, micro-whales are constantly seeking breakthroughs.
Mr. Wang Zhengxian, vice president of micro whale hardware R&D and product planning, frankly stated, “A little whale has been available for only two years. This is a little-known period for many brands. However, from the current e-commerce platform sales situation, there are already a lot of The consumer knows and understands the micro-whale, and the micro-whale has also formulated a more long-term branding and marketing plan. The first is the 18-month plan on the product side, which includes 6 months, 6 months, and 6 At the time of the month, the reason why it was formulated was that it was due to the rapid changes in the industry, in order to respond to changes in the pace of design, development and marketing."
“Then, in the sales cycle, micro-whales have their own promotion routes. We have navies. For example, we are doing some landing work, such as the landing and layout of sales. We also have some army and marines, whether it is guerilla or Assault strikes, the three armed forces are combined, and products and services are combined with marketing.†Wang Zhengxian describes his marketing team with military power.
The promotion of marketing itself is a very long process, especially for new brands. In addition to designing R&D and manufacturing links, the microwhales strive to demand extreme quality. In addition, the microwhales will also become real money in the after-sales service of TVs that are large consumer goods. The completion of the sale, and strive to maintain user reputation.
As a brand that does not cut into the market from the low end of the pyramid, the micro whale needs to avoid wicked competition in the low-end market. It needs more quality, innovation ability, and unique design and future development leading ability to make suitable pursuits. Young consumer exclusive taste
"What is the difference between high-end and low-end? I think there is no difference in the future. Hardware will tend to be homogenous. Software will be the core competitiveness. The only difference between high-end and low-end may be the price," Wang Zhengxian said.
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