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It is worth noting that the release of this Sharp 8K TV is far more than a simple product. It is significant in terms of symbolic significance. In particular, it is the story of Kang and Sharp, who have foreshadowed the fact that they are fully immersed in the home of ordinary users at an early date. The layout and the future of the 8K industry chain have also become a key topic in the industry.
Although 8k television technology has the possibility of popularity, but 4K is not fully popular now, 8k can be useful, behind this is the development of technology or marketing is more than a practical public relations routine?
Pioneer or change martyrs: Three big mountains hinder 8K popularity
4k is yet to be popularized, 8K leapfrog development, live off a picture of standing out from the crowd, but stand out from the crowd, the most tragedy is always the crane, not the chicken.
In the early stage of the industry development, hardware occupied the dominant position, and the hardware upgrade was for better software and content. Hardware can't run too fast. After all, the essence is service, not cool. 8K smart TV faces the following difficulties:
1. It is difficult for a clever woman to be without rice.
8K television has a lot of problems in terms of source, 8K video technology has a resolution of 33 million pixels, and most of the full-frame SLR cameras on the market are about 24 million pixels. In other words, even if it is to put photos, most of the SLR camera photo size can not meet the requirements of 8K video technology, let alone require the video screen. The serious shortage of photographic equipment will naturally lead to a serious shortage of 8K video technology.
What is the practical significance of a TV that does not have matching content to match?
We may wish to think about a problem, why do users need to replace the traditional TV that can still be used? There is no doubt that traditional television cannot meet the needs of users. The focus of smart TVs is not on "television" but on the Internet and content. For Internet TV, the key to the explosive growth of paid video users is the construction of brand content ecology.
In addition, the richness of content can enhance user stickiness and increase the frequency of booting. Another major difference between smart TVs and traditional TVs is that traditional TVs are unidirectional and non-interactive, while smart TVs are connected to networks and users can be collected. Data has become a large database for the household Internet of Things and is also a new profitable point for smart TV manufacturers.
In the final analysis, content services are the maximum use of information value. Like mobile terminals, when different people use TVs to achieve their own different needs and spend more time on them, the greater the value of their information to users, the more information-added space they have.
The shortage of 8K TV content has not only weakened the practicality of users' purchases, but also has caused a series of value-added services to be difficult for them to carry out. It is actually a multi-lateral loss, which is the drawback of technology-only theory.
2, hardware ecosystem is not perfect Strictly speaking, 8K requires a complete system, LCD panels, chip sources, processing chips, transmission bandwidth and other conditions are indispensable. Taking the storage space as an example, a 20-minute 8K movie requires 4TB = 4096GB of storage space, and the current network bandwidth is difficult to meet with 8K online playback. Its exaggerated hardware requirements are evident. Blu-ray discs are difficult to meet such a large storage needs.
As an 8K TV, the network quality is definitely a big problem. Assuming that 8K resources are also available, can the network quality keep up with it, and ensure that it is not buffered or not buffered during playback? At present, 4K broadcast is hard to avoid Caton, 8K not to mention. Satellite transmission can indeed be achieved, but the cost is too high and it is not practical.
Leading the industry cannot be premature, and it must adapt to the surroundings, otherwise it is likely to become a martyrs. Samsung, LG, Panasonic, and Hisense all released 8K televisions one after another. They did quite commendable and very clever practices. On the one hand, they showed their own technical strength, typical muscle show, and on the other hand, they were not high-profile. Layout 8K TV, a typical imaginary.
For the new technology, many companies follow up symbolically. They are essentially marketing claims. The industry is immature. Few people really will cut it in high-profile. It is exactly what they should say - whoever seriously loses.
3, fall into the blind big screen dilemma
The 8K picture quality is really amazing, even the dust, tiny particles can all show very true and delicate. However, if a 30- to 60-inch TV screen is used, the 8K image quality will not be reflected and lose its meaning. Want to fully experience the charm of 8K quality, the screen size is at least greater than 70 inches.
With the rise in housing prices last year, for most of the newly-emerged groups, most of the houses purchased were small-sized units, such as 90 flat three-bedroom units, 60 flat two-room units, and so on. These groups were mostly 80 and 90 after the Internet. The core backbone should be the mainstream crowd of smart TVs. The house is small, and the living room must be small.
Smart TVs not only carry entertainment attributes, but also a part of home decoration. The size of smart TVs is complemented by each other, and with the type of units, so the main user groups are small units, the smart machine screen can not be too large, 8K TV, the screen is small, It is difficult to highlight the value of the period of the picture.
Therefore, we have found that 8K TVs are difficult to popularize and it is difficult to achieve major breakthroughs. Although Sharp has backed Foxconn behind its back, and in terms of production capacity, there are other TV brands that are difficult to match with the production process. However, the high-profile layout of 8K TVs is inevitably into the technological chauvinism puzzle. Now that AI is booming, everyone is calling for AI technology to have landing scenes. Actually, not only AI technology, but any advanced technology, in addition to its own value, it is more important to have practicality and relevant supporting facilities are set well. Otherwise, there are empty The dragon sling technique is also full of surprise. We must know that empty technology has only led the illusion of the industry. Blind confidence is the most dangerous.
B-side first, C-end long tail auxiliary: popular or in the near future, despite the difficulties of 8k popular road, but it can not deny the practicality of the 8k technology, we should follow the path of technological development to a reasonable layout.
Regardless of whether it is a computer that has been in vogue for a long time, or a VR device that is now popular, it is first popularized from the B-side, and then gradually overexposed to the C-side market.
The same is true for 8K TVs, and there is already a possibility of landing on the B-end market. For example, the medical application prospects of 8K technology are also worth looking forward to. In many major surgeries, some parts cannot be seen with the naked eye, and with the aid of a medical microscope, 8K imaging technology can present a clear picture and reduce the difficulty of surgery to some extent.
In terms of monitoring, 8k is still in use. At present, the visibility of monitoring equipment in many cities is too low to achieve high-quality image recognition of big data. If the camera in the future is upgraded to 8K resolution, people under ultra-high-definition surveillance can The face is clearly visible. In combination with the urban security big data system, the security efficiency of the city will have a great chance of improvement.
The application of 8K technology in professional fields even far exceeds the value as a TV or other consumer electronics products, and has gradually been put into use in various fields.
Although the C-term is still early, but there will be a group of early adopters under the long-tail effect, of course, the C-side will only be an aid, the initial stage of popularization is still to explore more B-side customer needs.
Market downturn: Inevitably, product public relations will carefully analyze various industries. We will find a very peculiar phenomenon. Generally, in the two extreme markets, public relations marketing firepower is the most ferocious.
The first is that emerging industries, start-ups, and giants’ shares, investors are flying, media coverage, and everyone’s attention is the main battlefield of public relations battles. The first two years of O2O, the field of artificial intelligence today is very obvious. example of.
The second is the oversaturated, weakly growing market. For example, smart machines, lack of innovation, and brand gathering, in order to increase sales, PR marketing campaign is extremely intensive, such as OPPO, vivo, followed by Jin Li, Xiaomi, etc., can not be described as lively, public relations.
For the smart TV industry, it is clear that the second market is oversaturated. The slowdown in sales of smart TVs has already achieved the original popularity. The demand for first-line replacement has been completed, coupled with durable goods, and the growth is sluggish. In order to increase sales, the most obvious path for smart TVs in recent years has been product public relations.
For example, artificial intelligence television, the topic is far more than practical, the new features will be packaged in the city selling points, not only to enhance the brand premium, but also contribute to product marketing. There are large-screen televisions, which are large-screen televisions that are not moving at all, and are often hundreds of inches. They do not even think of selling. They are the public relations of products. The same is true of the logic of 8K TV, but it is only showing muscles and practicing the routine of product public relations.
The public relations of products are not original inventions of smart TVs. This is particularly common in the automotive industry. New car models generally have concept cars. Their design is functional and they are not only less practical, but they can attract users' attention.
The reason why products can achieve public relations is also based on theory. The "New Yorker" glamorist Gladwell's talented work "Tipping Point" focuses on how to make the product launch an epidemic, which refers to the principle of adhesion, the information has "attachment" in order to make people impressive. So how do you make information produce adhesion? Any idea must have a deterrent effect on people. The key lies in its inherent quality, such as subversive enough, shocking, smart TV with voice recognition, hundreds of smart TVs, and 8k TVs of today. Sex.
However, what is embarrassing is that Samsung, LG, Panasonic, and Hisense have all released 8K TVs in succession. This is a fake show. It is purely muscle showcasing the most advanced and technologically original televisions, but it does not really lay out 8K TVs. It is purely imaginary, relatively speaking, Sharp is more simple, fake drama is really done, the selling point of product public relations, but also as a "order arrow", immature market, relying only on a new skill of 8k Do you win over smart TV?
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Smart TVs, as the masters of the living room economy, have high hopes. The industry's grin and laughter all involve the hearts of many people eating melons. Recently, the biggest variable in the field of smart TV is 8K TV released by Sharp. Sharp + Foxconn, the most respected CP in the electronic circle, has once again taken the crucial step in the 8K field layout. On August 31st, Sharp defied AQUOS 8K TV in China, Shanghai, China, Tokyo, Japan, and Berlin, Germany, which marked the 8K TV market. In fact, 8K TV is not the first time it has appeared before the public. As early as in previous years, Samsung, LG, Panasonic, and Hisense have all released 8K TVs, but they have not really launched a consumer-oriented market.