With the advancement of AI and big data, the color TV industry is gradually moving into a post-intelligent era. However, whether AI can fully replace smart sticks remains uncertain. First, the market has experienced a sharp decline, and second, the replacement cycle for color TVs is relatively long—typically between 6 to 8 years. As a result, it's still too early to claim that AI will drive the next wave of growth in the color TV industry.
The rise and fall of LeTV’s super TV seems to reflect the broader trends of the intelligent TV era. In this new age of intelligence, AI may eventually take over from smart sticks, but whether this leads to a profitable next round for the industry remains to be seen.
Since 2012, LeTV's low-cost and high-performance strategy triggered a rapid transformation in the color TV industry. Smart TVs began to replace traditional models in homes. According to Orviet data, domestic color TV sales reached 42.628 million units in 2012, and continued to grow over the next four years, reaching 47.81 million in 2013, 44.61 million in 2014, 46.74 million in 2015, and 50.89 million in 2016.
However, as this wave of smart TV replacements came to an end, the domestic color TV market returned to pre-2012 levels. According to Aowei.com, retail sales in the first half of 2017 were 21.81 million units, a 7.3% drop year-on-year. The third quarter of 2017 was considered the worst in history, with only 10.41 million units sold—a 12.9% decline compared to the previous year.
This sharp market decline is mainly due to saturation. Over the past few years, smart TVs have been oversold, and many users are still satisfied with their current TVs. The long replacement cycle makes it difficult for the market to sustain growth.
On the other hand, product upgrades and functional improvements in the color TV industry haven’t been enough to stimulate user demand. Color TVs are typically divided into hardware and service components. While hardware improvements such as picture and sound quality are ongoing, they often take time to evolve. OLED and QLED technologies are being promoted, but they remain expensive. For most users, a 4K LCD TV already meets daily needs, making high-priced alternatives less appealing.
At the service level, content and application innovation are key. Currently, smart TVs have integrated content services, but some high-quality resources are scattered across different platforms, making full integration challenging.
In terms of application innovation, AI is gaining attention. Today, AI features on TVs include voice interaction and intelligent recommendations. Although voice control is more convenient than using a remote, issues like accuracy and the need to say specific wake-up words still need improvement.
Although AI-driven TVs haven't yet become as widespread as smart TVs, the direction of service development is promising. Both internet-based TV brands and traditional manufacturers are investing heavily in AI. At the recent CES, Changhong showcased its latest CHiQ AI TV Q5K, featuring a new voice interaction system.
Micro Whale TV, a leading brand in the internet TV sector, has always focused on user-friendly interactions. From the start, it introduced voice operations, allowing users to easily find content based on their preferences. Beyond entertainment, Micro Whale TV also serves as a helpful assistant for food, clothing, and travel. Features like voice-activated takeout, large-screen calls, and K-pop singing have made it more engaging.
In addition to AI and big data, Micro Whale TV offers personalized content recommendations tailored to each user. It has made significant progress in semantic recognition, enabling the remote control to quickly identify user preferences through big data analysis, ensuring accurate matching of high-quality content.
Later, Micro Whale TV introduced the "far voice" feature. Simply saying “Hello Whale†wakes up the TV without pressing any buttons, allowing for seamless human-machine dialogue.
Now, even cooler products are emerging, such as Micro Whale projectors. These devices no longer require wake-up words. Just say “I want to see what†or “What app to open,†and the TV responds instantly, elevating the interactive experience to a new level.
For the color TV industry, intelligence is an inevitable trend, and the next phase will likely be driven by AI. However, the timing of this shift depends on technological advancements and practical applications. In the AI era, human-TV interaction is fundamental, but it's not the only factor. When TVs can seamlessly connect with all home devices, a new era of television may finally arrive.
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