In 2017, most of the year has already passed, and various product categories are entering their final phase. As a highlight in home appliances, color TVs have been relatively quiet this year. The obvious reason is that market demand hasn't fully awakened, but the deeper cause lies in the lack of innovation in TV marketing, high product similarity, and flaws in the main promotional technologies. More and more informed consumers are unwilling to pay for technology with defects or limited appeal. Just like the underwhelming pre-sale of the iPhone 8, the color TV market is calling for new technologies to revitalize it.
The truth behind this year's disappointing color TV sales is the absence of relatively perfect new technologies and products. The market is crying out for breakthroughs. OLED, for example, faces challenges such as screen burn-in and high production costs, while quantum dot technology has also sparked controversy, particularly regarding cadmium content. Although some experts argue that the levels of cadmium in these TVs are within safe limits, the perception remains that there is a risk involved.
The color TV industry is not lacking in technology; rather, it’s suffering from over-packaged marketing strategies that fail to resonate with increasingly informed consumers. In the past, when information was scarce, technical jargon could create a sense of novelty. But today, with more transparency, such tactics are losing their effectiveness. Companies are now facing greater pressure to deliver real innovation instead of just rebranding existing solutions.
Despite efforts from companies like LG, Sony, and Hisense to promote OLED, many consumers remain skeptical due to its limitations. Similarly, quantum dot technology, promoted by Samsung and TCL, has faced criticism for its potential health risks. These issues have made it difficult for both OLED and quantum dot TVs to gain widespread consumer trust.
The current downturn in the color TV market can be attributed to the growing hesitation among consumers to invest in imperfect technologies. Just as the iPhone 8 pre-sale fell short of expectations, the color TV industry is struggling to find the right balance between innovation and practicality. This has led to weak performance in traditional sales periods, with only major promotions like JD.com's 618 event showing some signs of recovery.
However, there is hope. Sharp, known as the "Father of Liquid Crystals," has returned to the forefront with new advancements in LCD technology. Their latest 987654 series of super-crystal LCD TVs boasts improved contrast, brightness, and color gamut. These models are also environmentally friendly, using KSF fluorescent crystal technology to achieve wide color gamuts without harmful materials like cadmium.
This shift towards mature and stable technology, combined with real innovation, may offer a path forward for the color TV industry. If companies focus on delivering reliable, high-quality solutions rather than chasing buzzwords, they might finally capture the attention of discerning consumers. With the right approach, the market could once again see growth and renewed interest.
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