屋漏偏逢连夜雨！最近5年以来的中国彩电市场，不只是遭遇了电视机产品的"量跌价连降"，更让众多彩电企业痛苦的是"越来 越多新老用户都在加速抛弃电视机"，选择其他的娱乐方式和产品。 最新数据显示：2025年第三季度中国彩电市场零售量615万台，同比下降12.1%；零售额252亿元，同比下降8.1%。今年前三季度 中国彩电市场零售量、零售额分别为1991万台、814亿元，同比下跌2.9%、增长2.1%。奥维云网还预测，2025年中国彩电全渠道 零售额规模预计1208亿元，同比下降5%；零售量规模预计达2892万台，同比下降6%。 不过，从前三季度不足2千万台的出货量，要在今年四季度取得近900万台的出货量，对于市场上的众多彩电厂商而言，难度不 小。这还意味着，短短几年时间，彩电在中国市场的零售量，已经从高光时期的超5千万台，一路下跌之后，如今则直接失守 3000万台，未来是否会一步步跌破2500万台、2000万台，并不意外。 电视，对于中国家庭和消费者来说，如今最大的生存困局，不只是在市场上彻底"卖不动"，关键还在于家庭里"看不上"。不管 是液晶电视、OLED电视，还是激光电视、投影电视，最终都在遭遇一个挑战：与显 ...

Core Insights - The article highlights a significant shift in consumer behavior during the Double 11 shopping festival, with a notable return to offline shopping due to a "trust crisis" in online pricing and promotions [1][2][8] - Suning.com is leading this trend by offering price guarantees and a more tangible shopping experience, which has resonated with consumers seeking certainty in their purchases [2][6] Group 1: Consumer Behavior - Many consumers are frustrated with online shopping experiences, citing instances of price discrepancies and feeling misled by promotional tactics [1] - A growing number of consumers prefer the immediacy and reliability of physical stores, where they can see and touch products before making a purchase [4][8] Group 2: Suning.com Strategies - Suning.com has implemented a strategy of "true benefits with fixed prices," ensuring that prices remain stable throughout the Double 11 period, which alleviates consumer anxiety regarding price fluctuations [2][6] - The company has reported that over 55% of its sales during this period are from AI-integrated home appliances, indicating a strong consumer interest in advanced technology [6] Group 3: Role of Offline Experience - The tactile experience of shopping in-store is becoming increasingly important as consumers seek to understand complex product features that are difficult to convey online [4][6] - Sales staff, now referred to as "home appliance stewards," are playing a crucial role in providing expert advice and building trust with consumers, enhancing the overall shopping experience [6][8] Group 4: Market Trends - The shift back to offline shopping is not a rejection of online retail but rather a maturation of consumer behavior, where online platforms are better suited for standard and fast-moving consumer goods [8] - High-value and experience-driven products are increasingly being purchased in physical stores, where consumers feel they receive more reliable information and assurance [8]

Core Insights - This year's Double 11 shopping festival has seen a significant shift in consumer behavior, with many opting to return to physical stores due to a growing distrust in online pricing and promotions [1][9] - Complaints related to price fraud and discrepancies between pre-sale and actual prices have surged, leading consumers to feel misled by online platforms [1][2] Group 1: Consumer Behavior - Consumers are increasingly frustrated with online shopping experiences, feeling that the promised deals often do not materialize, as evidenced by a consumer's experience where an appliance was cheaper in-store than online during Double 11 [1] - The trend of returning to physical stores is driven by a desire for price certainty and transparency, as seen in strategies employed by retailers like Suning, which offers price guarantees [2][6] Group 2: Retail Strategies - Physical stores are focusing on providing a sense of certainty and reliability in pricing, with Suning's "one price, one guarantee" strategy effectively addressing consumer anxieties about price fluctuations [2][6] - The role of in-store sales associates is evolving, as they are now seen as knowledgeable experts who can provide personalized service and product demonstrations, enhancing consumer trust [6][9] Group 3: Product Trends - There is a noticeable shift towards high-tech appliances with AI and health features, with over 55% of sales in physical stores comprising such products, indicating a preference for experiential shopping [6][9] - The sales of larger screen televisions and advanced home appliances are significantly outpacing overall category growth, reflecting a consumer trend towards premium products [6][9]

Group 1 - The core viewpoint of the article emphasizes the growing importance of gaming TVs in the market, driven by advancements in technology and increasing consumer demand for high-performance displays [19][23] - The article outlines the key features to consider when purchasing a gaming TV in 2025, including panel type, HDMI capabilities, and system optimization [3][4][9] Group 2 - The main types of panels discussed are OLED and Mini LED, with OLED offering superior response times and contrast, while Mini LED provides higher brightness levels [4][6][8] - HDMI 2.1 is highlighted as a critical feature for gaming TVs, with a focus on ensuring true 48Gbps bandwidth to support 4K 120Hz gaming [9][12] - The importance of low latency and game mode features is stressed, as these are essential for a satisfactory gaming experience [16][18] Group 3 - The gaming TV segment is identified as a growth engine for the overall TV industry, contrasting with the stagnation seen in traditional TV markets [19][23] - Major brands, including both traditional and emerging companies, are increasingly incorporating gaming features into their product lines, indicating a shift towards mainstream acceptance of gaming TVs [23]