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In addition to playing a "price war", smart TV can also be played in order to attract users?
In the early 2000s, the smart TV industry began to spark a "battle for the living room." Shanda even introduced a TV box product that became widely popular—a large box, but the real explosion of smart TVs started in 2013 with LeTV. Since then, tech giants like BAT, traditional TV manufacturers, and internet companies such as PPTV, Xiaomi, and Xiao Wei have all entered the competition.
From 2013 onward, the "living room battle" has lasted for five years, marked by both progress—like curved and quantum TVs—and some negative trends, such as internal conflicts among brands. The operating systems of major TV manufacturers have matured over time, but there are still challenges in user experience and content delivery.
In 2017, the smart TV market experienced significant fluctuations. LeTV, once a dominant player, started to decline. Additionally, from April 2016 to mid-2017, panel prices rose sharply. This directly affected consumer confidence in smart TVs, while the rising costs also pressured manufacturers, leading to conflicts during price wars.
Today, there are 74 smart TV brands on the market, with over 1,600 models available—more than the variety of notebooks. In this competitive landscape, major manufacturers have tried various strategies to capture the living room economy. However, smart TVs haven’t reached the same level of popularity as smartphones, and users often find them less intuitive. Price wars haven’t driven mass adoption, so the industry is gradually moving toward more rational competition, where stability and quality will become key factors.
A strong combination of product, content, and service is essential for success. Traditional TV brands have launched sub-brands like Skyworth Cool, Konka KKTV, Hisense VIDAA, and TCL Thunderbird, aiming to modernize their image while leveraging existing brand strengths. However, some companies have overemphasized marketing at the expense of user experience. For example, some TVs play 45-second boot ads and even include shutdown ads, which severely damage user satisfaction and can lead to negative word-of-mouth.
For consumers, the demand for smart TVs revolves around three main areas: product quality, content availability, and service support. Users now have higher expectations, researching features like curved screens or laser TVs before making a purchase. They also consider room size and budget, as an oversized TV might not fit well in a small space, while a larger one is preferred in a living room. Manufacturers must offer a wide range of sizes and price points to meet diverse needs. PPTV, for instance, provides models from 32-inch to 100-inch, offering flexibility in pricing.
Content is another critical factor. While most manufacturers claim to have "big and full" libraries, it's hard for users to distinguish between them. PPTV stands out by focusing on sports content, securing exclusive rights to major leagues and events. It also employs top commentators, creating a strong brand identity centered on sports. This positioning helps PPTV stand out in a crowded market.
Service is equally important. Logistics, installation, usage guidance, and after-sales support all contribute to the overall user experience. Any weakness in these areas can lead to dissatisfaction. Therefore, smart TV companies must ensure that their products, content, and services work seamlessly together.
Innovation, channel expansion, and word-of-mouth are crucial for rational development. Price wars have proven ineffective, as they drive down margins and harm the entire industry. Instead, manufacturers should focus on innovation in user scenarios, such as children’s content or open app ecosystems. PPTV, for example, allows users to install multiple video apps, breaking the barriers between manufacturers and content providers.
Partnerships and open platforms can also help grow the ecosystem. PPTV’s "open and share" strategy has brought together numerous brands, expanding content access and improving user choice. This approach benefits both manufacturers and consumers.
Finally, the user should be at the center of every decision. Smart TV companies must shift from short-term profit-driven strategies to long-term value creation. User payments, peripheral products, and continuous improvements in user experience are all vital. As the smart TV market recovers, manufacturers must serve both new and existing customers, ensuring sustainable growth in a competitive environment.
For more information on smart TVs and set-top boxes, visit Smart TV Information Network Sofa Butler (http://), a leading platform providing updates, discussions, and resources on smart TVs and related technologies.
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