AI不是电视厂商的“万能药”

Core Insights - The global TV shipment volume reached 201 million units in 2023, marking a ten-year low, with China's market experiencing a significant decline of 8.4% year-on-year, totaling 36.56 million units shipped [2][4] - The TV market is increasingly squeezed between smartphones and projectors, leading manufacturers to seek new selling points, with AI technology being viewed as a potential solution [4][7] - Despite the hype around AI features, there is little tangible improvement in user experience, as many AI functionalities do not significantly enhance picture or sound quality [7][8] Market Trends - The traditional TV market is saturated, and technologies like OLED and QLED have not fully revitalized consumer interest, prompting a shift towards AI as a marketing strategy [4][7] - In the first half of 2024, China's TV shipments are projected to decline by another 4.2%, indicating a continued downward trend despite potential recovery from "trade-in" policies [4] Consumer Pain Points - A survey revealed that 83.8% of consumers consider long startup ads as the biggest pain point, with many feeling that their TVs have become mere advertising platforms [10][12] - The complexity of smart TVs, particularly for older users, has led to frustration, as navigating through multiple remotes and interfaces can be cumbersome [12][13] Industry Response - Some manufacturers are adopting a "simplification" approach, focusing on user-friendly interfaces and remote assistance for elderly users, which has proven to be more appealing to consumers [13] - The lack of standardized AI features across different brands creates confusion, suggesting a need for authoritative evaluations to help consumers make informed choices [14] Conclusion - The TV industry must prioritize consumer needs over technological competition, as the true value lies in enhancing family viewing experiences rather than merely adding AI features [15][16]