Internet TV brands are still dying

On March 5th, the China Electronics Chamber of Commerce Consumer Electronics Survey Office, the Color TV Technology Innovation Alliance, and Suning Tesco jointly organized the "2018 China Color TV Product Quality and Service Symposium" in Beijing. During the event, two key reports were released: the "2018 China Color TV Product Quality Report" and the "2018 China Color TV After-sales Service and Consumer Satisfaction Survey Report." According to the satisfaction report, consumer satisfaction with TV usage and after-sales service remained relatively stable. Leading brands such as Hisense, Changhong, Skyworth, Konka, and Sony performed above average, with domestic brands generally outperforming foreign ones. However, after-sales service complaints mainly focused on issues related to Internet TV service rights and difficulties, as well as smart TV software failures. The phenomenon of "virtual standards" in color TV products still exists, often misleading consumers during purchases. In the highly competitive Chinese home appliance market, many brands emphasize technical specifications like resolution, viewing angle, contrast, and response time. Despite thorough research, consumers often fall into traps due to exaggerated or misleading product claims. The report highlighted that virtual standards are evident in issues like reduced actual resolution compared to advertised, inflated response times, and misrepresented viewing angles. For example, some TVs labeled as 8K may only have a real resolution of 4K or even 2.8K, making it hard for consumers to detect without expert evaluation. Dr. Zhang Subing, director of the Digital TV Standard Compliance Testing Center under the Ministry of Industry and Information Technology, noted that rapid technological advancements have led to continuous improvements in TV specifications. However, the fast-paced nature of innovation has also resulted in products being launched without sufficient reliability testing. While virtual standards cannot be completely eliminated, experts advise consumers to be vigilant, check for third-party certifications, and consider user experiences before purchasing. Internet TV brands have faced challenges, with some struggling to maintain their presence in the market. Many Internet TV companies initially focused heavily on sales but neglected the development of robust after-sales support systems. Once these brands decline, their after-sales services often disappear, leaving consumers with few options. Although brand policies may seem comprehensive, the reality of after-sales service is often chaotic. Reports indicate that after several Internet TV brands fell from grace, their nationwide service centers largely disappeared. In such situations, consumers can take action by reporting to industry regulators or consumer associations if manufacturers fail to meet their obligations. They can also seek help from sellers or pursue legal solutions like arbitration or court cases. As the market evolves, it's essential for consumers to understand their rights and know how to protect them effectively. Artificial intelligence (AI) TVs have become a new trend, with many brands promoting AI features as a key selling point. In 2017, about 23% of new TV models included AI capabilities, according to offline monitoring data from Avi Cloud (AVC). However, not all AI-labeled TVs truly qualify as intelligent. Some only offer basic voice interaction, lacking the advanced cognitive and decision-making abilities that define real AI. Experts at the meeting pointed out that AI TVs should offer more adaptive, self-learning, and self-growth features, such as improved smart search, better recommendations, and richer intelligent services. Currently, the AI TV market remains confusing, with soft faults like poor speech recognition and weak user experience causing frustration among consumers. There is an urgent need for industry regulations to address these issues and ensure proper protection for buyers. Smart retail is gaining popularity, especially with the rise of online-to-offline (O2O) models. The satisfaction report indicates that 57% of consumers prefer buying TVs through home appliance chain stores, valuing in-store experiences. E-commerce giants are now expanding into the offline market, driven by the demand for hands-on shopping. Suning’s O2O model exemplifies this shift, offering a wide range of services, including over 2,000 service products across multiple categories. With 5,500 service locations, 50,000 technicians, and 4,000 service merchants, Suning provides comprehensive support to consumers. Experts at the conference emphasized that after-sales service has become a critical factor in consumer decision-making. Lu Jianbo, deputy secretary-general of the China Electronics Chamber of Commerce, stated that high-quality after-sales service reflects a brand’s image and helps build trust. As consumers increasingly prioritize post-purchase support, TV manufacturers must enhance their service systems to better meet customer expectations and reduce concerns.

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