The "China Semiconductor Color Product Quality and Service Symposium in 2018" co-organized by the Consumer Electronics Product Survey Office of the China Electronics Chamber of Commerce and the SunTV Tecnico Technology Innovation Alliance and Suning Tesco held in Beijing. The "China Color TV Product Quality Report 2018" (hereinafter referred to as the "Quality Report") and the "2018 China Color TV Product After-sales Service and Customer Satisfaction Survey Report" (hereinafter referred to as the Satisfaction Report) were published at the conference. The Satisfaction Report showed that: Satisfaction and after-sales satisfaction remained basically stable. The mainstream TV companies Hisense, Changhong, Skyworth, Konka, Sony and other indicators were above average, and domestic brands were generally better than foreign brands. The hard-hit areas for after-sales service complaints mainly focus on issues such as difficulty in maintaining rights of Internet TV service, and failure of smart TV software.
Color TV product ambiguous phenomenon still exists for consumers to buy easily trap
In the Chinese home appliance market, the market competition for color TV products is the fiercest. In the sales process, the indicators such as resolution, viewing angle, contrast, reaction time, etc. have become the subject of brand competition, although consumers do it before purchasing. Full of homework, but accidentally still fall into the trap of product falsification. Satisfaction report shows that product ambiguity is mainly manifested in problems such as shrinking resolution, exaggerating response time, and viewing angle of virtual signs. Taking the resolution as an example, some color TV products are marked with 8K, the actual resolution may be only 4K, and the actual resolution is only 2.8K with the 4K mark. Under normal circumstances, the naked eye cannot be judged by the naked eye. It is difficult to safeguard rights.
Dr. Zhang Subing, Director of the Center for Conformity Testing of Digital TV Standards at the Ministry of Industry and Information Technology, said that the rapid development of color TV innovation technology has helped improve the technical specifications of color TV products. However, the market rules that lead the innovation of technology have led to the rapid launch of many colorful electrical products without reliability experiments. The phenomenon of ambiguity can not be completely eliminated. This requires consumers to polish their eyes when purchasing, and observe whether the product has been certified by a third party and then purchase it after experiencing it.
Internet TV brand is going down and “difficult†food
Since last year, the once-fierce Internet TV "corps" has shown a downward trend, the market share has been severely "shrinking", and some brands have fallen quietly, and some are still lingering, leaving no room for repercussions. This has caused problems. Yes, if the product has a quality problem, can you still find after-sales service?
The launch time of Internet TV products is short, and the distribution of channels is not perfect. Moreover, they have focused on sales for a long time, and have neglected the construction of after-sales service systems. Once the brand falls, after-sales service is nowhere to be found. On the surface, the Internet TV brand's after-sales policies and commitments are in place, but the chaos of after-sales service has always existed. It is reported that after the decline of many Internet TV brands, after-sales outlets across the country are basically stagnating or disappearing.
Under such circumstances, how should consumers safeguard their rights and interests, maintain or replace television? The participating experts gave consumers a move. If a color TV manufacturing company fails to fulfill its obligations under the Three Guarantees in accordance with regulations, consumers may appeal to the product quality supervision department or consumer association, or they may ask the seller to fulfill this obligation because both parties There are also agreement agreements. In addition, consumers can also resolve through legal means, such as applying for arbitration, can also be sued to the court.
Artificial intelligence TV market "pseudo-face group" frequency is now difficult to maintain soft fault
In 2017, both Chinese and foreign color TV companies have launched TV products based on "artificial intelligence". According to AVC offline monitoring data, the number of artificial TV products in the new TV models listed in 2017 accounted for 23%. %, artificial intelligence TV is becoming the next hot spot in color TV market. Searching for "artificial intelligence TV" on JD. The result is as many as 180 models. However, not all TVs that use "artificial intelligence" tags are artificial intelligence TVs, and some can only implement simple voice interactions and lack the "cognitive-judgment-decision-making" capabilities unique to artificial intelligence.
Zhang Subing introduced at the meeting. In July 2017, he conducted voice recognition and intelligent touchdown tests on the artificial intelligence TVs of Chinese and foreign color TV brands on the market. The results showed that the overall accuracy was higher in voice recognition, but there were also some prototypes. The accuracy rate is less than 95%, and the recognition time level is also uneven. The long time can be close to 5 seconds, and the short time is only about 2 seconds. Although there is a great improvement in intelligence, there is still a certain gap from the real artificial intelligence TV.
Experts at the conference stated that artificial intelligence televisions should have more self-adaptive, self-learning and self-growth characteristics than smart TVs. For example, intelligent search and smart recommendation that users are used to capture and experience well, and richer intelligent services. Wait. At present, the artificial intelligence TV market is relatively confusing. Once there are soft failure problems such as low voice recognition rate and poor intelligent experience, consumers will not have complaints, so it is urgent for the industry to issue relevant regulations to make the protection of soft faults more effective. According to can be.
Smart retail is more popular among consumers
Satisfaction report shows that in the channel of consumers buying color TV products, the proportion of home appliance chain stores accounted for 57%, indicating that consumers are more and more inclined to buy offline, pay attention to experience, which is why e-commerce platforms have been under the force line The reason for the market. At present, e-commerce giants have turned to the market has become a trend, smart retail surging, Suning's retail O2O model is a model.
It is understood that in Suning, the service has become a reservable product. Suning Tesco's Suning Channel has more than 2,000 sku-level service products. Its service categories cover home appliances, electronics, home appliances, housekeeping, automobiles, integrated systems, and smart products. Behind it are 5,500 service sites. 50,000 service engineers and 4,000 platform service product merchants will bring consumers all-area, full-category, and all-around intimate services.
Experts from the meeting analyzed why the home appliance chain channel became the first choice for consumers to purchase color TVs from the perspective of after-sales service. At present, in addition to self-operated products, there are third-party sellers on the e-commerce platform, if they purchase products from third-party sellers, After the problem occurs, the time cost and difficulty of rights protection will increase. It is not as fast and convenient as the one-stop service provided by offline stores.
Product quality and brand are always the two most important factors affecting consumers' purchase of TV. This year's satisfaction report shows that after-sales service has become a major factor affecting consumers' purchase of TV as important as the brand. Famous home appliance experts Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said that from the consumer level, after-sales service is a mirror of corporate brand image, and high-quality after-sales service will help enhance the corporate brand image. As consumers pay more and more attention to after-sales service, this requires TV companies to value consumer rights, further improve the color TV service system, and relieve consumers of their worries.
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