"Privately customized" TV

The movie "Private Customization" has seen most people compared to others. For the time being, it is only the concept of private customization that brings people new brainstorms. "Can TVs be customized? Just like we assembled computers. I don't really like the built-in use of smart TVs." A friend once asked me curiously. This is indeed a good idea.

"Customized appliances have sprouted and modularization is a trend!" said appliance analyst Liang Zhenpeng.

The "Private Customization" concept sweeps home appliances

In the Internet age, consumer habits have undergone rapid changes. Consumers are becoming more savvy. Not only have they more clearly defined their own needs, but also have stricter requirements on product quality. The simple price concessions are not enough to impress consumers to make purchasing decisions.

Today, clothes, shoes, hats, jewelry, and home furnishings can be customized. Cars and villas can also be customized. With the ever-increasing changes in the concept of consumption and the expansion of the consumer sector, consumers have become increasingly critical and have begun to try out customized models for home appliances that are large items at home. Especially after the 1980s and the 1980s, the crowd has become the main force of household appliances buying groups. However, these people are usually busy with work, and they are also busy with leisure and entertainment when they are on vacation. They do not have time to go shopping, and many of them choose to customize according to their preferences. TV.

According to statistics, 75% of the respondents agree that customized appliances will be the trend of future home appliance market, and consumers want to (1) instantly preview custom molded products (2) to save some unnecessary functions by themselves and increase the cost performance (3) Exclude the trouble of customizing on-site at the store, save time and effort.

In this regard, the analysis of the industry, custom home appliances have the characteristics of reasonable prices, rich categories, not only some specific consumer groups, but also may break the original competition between enterprises and enterprises in the homogenization of the pattern of the product, stimulate the domestic market for household appliances, and even It will help chain retailers to increase the construction of active supply and demand chains.

It is reported that the word "custom" comes from French haute couture, and usually represents the cutting-edge fashion that leads the trend. With the progress of society, people's individuality has been demonstrated. Compared with the monotonous and repetitive products produced by industrialized production lines, more and more people hope to purchase highly personalized and unique products. As a result, the customary economy, as the most humanized economy in history, has become a new economic model that is highly praised by people.

Channel customization does not equal user customization

Custom home appliances are not new words, but recently, home appliance companies and e-commerce interaction frequently, have jointly launched a custom home appliances, home appliance customization era of the curtain seems to be slowly opening.

In this regard, industry experts have pointed out that home appliance customization is a useful attempt for companies to meet consumer demand for personalized market segmentation. However, consumers put forward their own personalized demands on the Internet, which is only the first step in the customization of home appliances. However, the need for consumers to finally implement needs the back-end e-commerce and manufacturers' design, production, logistics, distribution, and distribution of their interests. And so many aspects of full cooperation.

For home appliance companies to customize the phenomenon of increasing number of e-commerce, senior home appliance industry expert Liu Buchen pointed out that this is the vendor's face of online and offline sales of the right hand game to take measures. For e-commerce developers to develop a special model, only on the Internet or even on a web site, making it difficult for consumers to compare online and offline products.

At the same time, it emphasizes that, in general, consumers like to compare the performance of products with the same price, but often find it difficult to find the same model, and performance indicators will be different.

Jiang Feng, chairman of the China Household Electrical Appliances Association, said with a burst of blood, "The current home appliance customization service is not a real sense of customization." He believes that the real customization should be like tailoring, both for producers and consumers. Unique. The product must not only have a unique design, but also have a unique functional configuration based on the needs of consumers. The current custom service is mainly the manufacturer listed optional menu for consumers to choose.

Home appliance expert Hong Shibin also pointed out that at present, the so-called customized products in the home appliance market are only channel customization and not user customization. This is a measure taken by companies to avoid price conflicts.

However, some experts pointed out that the continuous deepening of the cooperation between the home appliance industry and Internet companies is to satisfy the online community's pursuit of personalized products. Although only a part of people are used, customization of home appliance brands has become a trend.

It is understood that before this, TCL, Skyworth and other home appliance companies have chosen to set up an Internet exclusive brand on the Internet. Last year, the United States also specifically for the "double 11" sales to create a custom rice cooker, induction cooker and soya-bean milk machine and other 13 products, to achieve large-scale flexible production, recently, Haier also launched a customized version of the model card TV.

Custom TV will go to modular

How can we achieve true personal customization? The author believes that it is a modular production like mobile phones and computers.

The reason is that, unlike traditional smart TVs, which can only be upgraded for software systems, modular TVs can be updated with hardware configuration, operating system, and software content by adopting a unique OSIF standard interface design. This not only solves the software function. The upgrade provides a solution to hardware configuration upgrades that may affect TV performance in the future.

Lan Cuiqin, director of design of the China Household Electrical Appliances Research Institute, also stated that modularity can not only reduce production costs, save social resources, but also meet consumer demand for personalized customization.

However, some people in the industry pointed out that although the idea of ​​modularization of smart TVs is good, it is not easy to implement them.

The first is the obstacles of interest. For smart device chips, Qualcomm and Samsung can be described as two giants. Among them, Qualcomm holds a lot of patents for mobile processors and mobile communications. Once modularization is implemented, in addition to spending money on R&D, it is more likely in the future. Lead to a drop in the profitability of the product. In this way, they will find it difficult to accept modularity or simply implement standardized modules within the company. However, this modular standard cannot be used in common with other manufacturers' standards and is not versatile.

For the TV panel, in addition to the famous Samsung and LG, some domestic manufacturers also have their own production lines. To persuade them to add or replace the screen with a new universal interface, negotiations are not easy.

Modular design, on the other hand, means "universal" and "thousands of people". Some people think that this approach will kill the "personality" of smart TVs or detract from the overall feeling.

In this regard, the author believes that with the diversified development trend of household appliances, modular design as a means to allow users to have a great deal of control over the configuration of the product, use the hardware they need to achieve the desired function At the same time, it is also very convenient to update and maintain. At a very low price, the product can keep up with the times and be out of date, avoiding the waste of resources caused by scrapping the entire machine. Therefore, the development trend of custom TV will move towards modularity.