As consumers, we must hope that manufacturers will "more sincere and less routine" when buying products. After entering the Internet era, more manufacturers will use the advantages of fast network transmission to advertise the advantages of products. Of course, many companies will inevitably join a lot of "gimmicks." These gimmicks seem to be very attractive on the surface, adding the latest technology, have a high technological content, but in fact the effect is not perfect. Here we come to list some of the home appliances manufacturers have launched the gimmick, everyone in the purchase of products can not be deceived by these rhetoric!
VR virtual reality technology really into television?
So how do you achieve VR on a big screen TV? The storm's approach is: 1, the use of mobile phone shake to control the angle of the video on the screen, to achieve the so-called "720-degree full-landscape experience" (equivalent to using a mobile phone to shake the head instead of shaking); 2, users use the storm mirror VR experience, while other users can directly watch his main view through the TV screen (equivalent to copying the VR screen to the TV screen). Did you feel like you're trying to find a street here?
For the VR experience, the most important thing is “immersivenessâ€. The first feature that impresses people must be an image full of the entire field of vision, and the second is the substitutive moving perspective experience. The unique immersive perspective is not only the first step to achieve virtual reality, but also the root of VR, and the products introduced by Storm are not in one dimension. The storm TV called this so-called "VR" is really playing it! In fact, several TVs are also featured, and the price is really tempting, but under the banner of "VR", it is easy to be disgusted by consumers who know the truth!
Is it really necessary to use mobile APP to control home appliances?
When the mobile phone entered the era of intelligence, the word "smart" quickly spread to almost all industries, including IT, home appliances, automobiles, etc.. It seems that someone's new product would not be "intelligent" but would be embarrassed. Say hello to others. In the field of home appliances, flat-panel TVs are the first to take the lead. Smart TVs allow consumers to watch online videos at any time, and they can interact with mobile apps. Other home appliances, such as white electricity, are more connected with mobile phones. Through the APP to achieve the association of mobile phones and home appliances, so that home appliances are more intelligent, such as Little Swan launched a Marvel i series smart washing machine .
Little Swan This Marvel i series intelligent washing machine has built-in WIFI module, which can connect to home wireless network, so that by connecting with the mobile phone APP, users can remotely control the washing machine even if they are not at home, and master the state of the washing machine at work. For example, you can select 16 kinds of washing programs. You can add clothes with one touch in the washing process. You can view the washing steps and the remaining time. At the same time, you can record the amount of water used for each washing and find the most water-saving washing program. When there are a lot of clothes, the user will be reminded to clean it in time so as not to cause accumulation. When the washing machine fails, automatic fault detection can also be performed, and the fault code is fed back to help the maintenance. These may seem wonderful, but there are still some problems.
Washing machine can provide 16 kinds of washing programs and other functions is very practical, but does the washing machine really need remote control of the phone remotely? Although the mobile phone can be remotely controlled, before starting the washing machine, you must manually put clothes and detergent (or laundry detergent) into the washing machine to make it work. At this point, you will always be next to the washing machine, conveniently open the washing machine, and complete the laundry work automatically. From this process, we can see that the "mobile phone remote control" basically does not have any effect, and there is no need to remotely control the washing machine to start washing clothes because the washing machine won't be able to grab the clothes it wants to clean. "In the body," people still need to complete it, and when everyone puts the clothes into the washing machine, they can turn on the switch. Some people may mention: clothes need to be soaked in water for a while, and the washing effect will be better. However, in fact, many washing machines have added a soaking function to the laundry program and do not need everyone to do it manually. In addition, the laundry status and the remaining time are displayed on the display screen of the washing machine, and there is no need to remotely view it. Therefore, in the smart washing machine, adding more humanized washing programs, selecting a water saving program, reminding users to clean the washing machine, and automatic fault detection are all very useful functions, but remote operation is achieved through the mobile phone APP. This is more of a gimmick. No practical significance.
Appliance manufacturers began to play "crowdfunding"
"Hardware Free" is LeTV's main advertising campaign this year, attracting the attention of many consumers. Everyone at first glance after seeing this advertising poster will be very excited: after all, buying a TV doesn't even cost money. Things that can't be found in lanterns. Is this really achievable? Or is it a girl?
In fact, it is not LeEco who proposed "hardware free" but comes from the assumption of a traditional TV manufacturer: In the mobile phone industry, domestic and foreign operators have launched a "0 yuan purchase" package, that is, the user signs a contract with a certain network operator. , Pre-existing a certain amount of mobile phone charges, and at the same time promised to spend a certain amount of monthly calls, you can take away the phone for free. Smart TV and other products can also follow this model, such as selling video content completely, selling TV products at a price of 0 yuan, and implementing “hardware freeâ€. LeTV has such a large amount of capital, just taking Le Sports as an example. After achieving Round B financing, it has won more than 250 events worldwide, over 10,000 live broadcasts throughout the year, 300 million acquisition of Octopus TV, and 2.7 billion. Yuan won a series of near-crazy "buy, buy, buy, and buy" networks in the next two years. In addition to music as sports, there are flowers, film and television, LeTV, and all kinds of IP music won, even including music as mobile phones and smart hardware. All this needs music as the point of super TV to shake, in order to sustain the evolution of the entire music as the ecology of the progressive evolution. Video content is LeTV's biggest advantage over other manufacturers, so LeTV will continue to shift people’s attention from hardware to video content. It is not surprising that “hardware free†advertising is used.
But actually, from the current situation, Levision’s “hardware free†is only on April 14th, and it has not turned it into a normal state, so it has also received many consumers and industry insiders. The questioning, such as Wang TV’s director Wang Chuan, had publicly stated to the media that LeTV had paid for a huge amount of membership fees through a hardware free gimmick, including 490 yuan a year for LeEco members and 590 yuan a year for sports members, and a sum of 1080 yuan for both. . Secondly, although this event is called Free Day, it is actually clear inventory. A large number of new products have not participated, and most of them are inventory products. At the same time, users are bundled with long membership fees while ignoring the product life cycle. Liu Weizhi, vice president of Skyworth Group, regards music as “hardware free†as a promotion method: “Last year, last year LeTV was buying a hardware fee, and this year it was a TV show fee. I think this is a new promotion method, and There is not much new stuff."
In fact, although the ideal sales model for both mobile phones and televisions looks similar, there are actually a lot of differences: Mobile phone bills are necessary for everyone, and some business people’s phone costs over 400 are not a rare thing. Therefore, by paying the cost to send mobile phones, on the surface the operator "gifts" to the consumer's mobile phone, but in reality can earn it through the profits of telephone charges; but the television is completely different, and few people currently spend 300 months. Yuan purchases video costs, and the number of smart TV users is much smaller than that of mobile phones. That means TV manufacturers cannot fully cover the cost of TV hardware through the profitability of video content. This makes “hardware free†unrealistic, and this The situation has also been difficult to achieve in recent years. Therefore, "hardware free" is more of a publicity gimmick and an ideal sales method for everyone.
Take health as a selling point, really reliable?
Everyone should know the importance of protecting the eyes when they are young. Parents and teachers are constantly reminding us: Don't watch TV and books continuously for a long time. For children, their eyes are also in the growth stage and are more vulnerable to damage. They also wear glasses when they watch TV for a long time. Therefore, many TV manufacturers have introduced so-called "eye-protection" products. They hope that the concept of "healthy" will attract parents' attention. TCL also launched a television product based on health a few years ago. Not only does it protect the eyes, it can even “improve the eyesight,†which has also aroused the interest of many consumers.
TCL has launched this product model L28D66A-M 28-inch TV can "prevent myopia control, improve vision," children's television, known as myopia, visually impaired children through a training, visual acuity increased on average to one or two lines, or even It also helps a few teens who have just worn glasses to remove their glasses. It is equipped with an "Eye To Love" section and integrates six eye-protection techniques such as "Training", natural light, and distance sensing on the TV to watch the "to encourage ToGreat" brain potential development in "Training Po". Content system, the eye against the eye muscle training, to achieve the purpose of letting children play the game at the same time to eliminate pseudo myopia, control vision loss, link fatigue. Essentially, let the children bring a special glasses to watch the contents of the “Training Po†in TCL TV to achieve the training effect.
We also consulted with ophthalmologists for this purpose. He said that because young people are in a period of rapid growth and development, the ciliary muscle has not yet matured and is highly malleable. In addition, the human eye itself has the characteristics of ciliary muscle relaxation at astral distance, decreased crystal curvature, ciliary muscle contraction at near vision, and increased crystal curvature. Therefore, patients with pseudomyopia sometimes do not need special treatment equipment to assist in training. In our daily work and life, especially in various sports such as playing table tennis and badminton, we sometimes look far and sometimes look closely. Continuous adjustment itself is in the process of refining, and it can also achieve the effect of rapid improvement of one or two lines of vision. This is not what creates a “miracleâ€. For patients with pseudo-myopia, the most effective medical method at present is to alleviate it by dilated pupil refraction.
Experts also said that not every product is suitable for everyone. Most of these products are more like a kind of health care product for patients. Some people use it, others use it, and more often It is only a relief of visual fatigue. If it is true myopia, these instruments will not do anything. Moreover, if you are unsure about the principle and your own eye condition, casual wear may have a negative impact. If blurred vision occurs, especially for young people, not necessarily pseudo-myopia, astigmatism, amblyopia, etc. may make vision blurred, then the best way is to go to the hospital as soon as possible to confirm treatment. Therefore, when you are experiencing uncomfortable eyes, or when you feel a drop in vision, it is a good idea to go to the hospital (not to go to the hospital in Putian Department of course), instead of buying products that do not have professional medical qualifications but do not have health functions.
Summary: Less routines, more sincere
It can be seen from the above case that the “stagger†launched by these manufacturers is really meant to fully attract the attention of consumers and utilize many users’ lack of product expertise to sell these products to them. In fact, marketing is not wrong, but this kind of exaggerated marketing is obviously deviating. Pushing unpractical functions and technologies to users will only reduce their experience. The result is a reduction in the degree of trust in the brand. After all, Once you've been there once, you won't fall into the same pit again. In fact, we can look at many excellent companies in the world. They can rise because they bring outstanding products to consumers, instead of relying on "gimmicks" to fool users. Therefore, we also hope that manufacturers can reduce their number. Repertoire, more sincere, more truly useful to users, practical application of technology in the product, so as to achieve sustainable development.
VR virtual reality technology really into television?
We all know that VR virtual reality technology is a hot spot in the near-term industry, and many hardware vendors and content providers have launched similar products. The effect is excellent. We have temporarily put aside here. This new concept and technology has attracted companies from many industries to join it. In addition to the IT industry, it has even been introduced to high-end markets such as jewelry, automobiles, real estate, and boutiques. As a home appliance manufacturer, naturally, it cannot fall behind. Just some time ago, the “Storm†that just entered the TV industry launched a VR virtual reality TV and held a magnificent press conference, attracting the attention of many netizens. It sounds like a very sensational thing. After all, the traditional foreign home appliance giants like Samsung, Sony, Sharp, LG, etc. have not introduced similar products. If it is true, will domestic manufacturers really dominate the world? But if you look at the feeling of being cheaper, does it have some bad feelings?
So how do you achieve VR on a big screen TV? The storm's approach is: 1, the use of mobile phone shake to control the angle of the video on the screen, to achieve the so-called "720-degree full-landscape experience" (equivalent to using a mobile phone to shake the head instead of shaking); 2, users use the storm mirror VR experience, while other users can directly watch his main view through the TV screen (equivalent to copying the VR screen to the TV screen). Did you feel like you're trying to find a street here?
For the VR experience, the most important thing is “immersivenessâ€. The first feature that impresses people must be an image full of the entire field of vision, and the second is the substitutive moving perspective experience. The unique immersive perspective is not only the first step to achieve virtual reality, but also the root of VR, and the products introduced by Storm are not in one dimension. The storm TV called this so-called "VR" is really playing it! In fact, several TVs are also featured, and the price is really tempting, but under the banner of "VR", it is easy to be disgusted by consumers who know the truth!
Is it really necessary to use mobile APP to control home appliances?
When the mobile phone entered the era of intelligence, the word "smart" quickly spread to almost all industries, including IT, home appliances, automobiles, etc.. It seems that someone's new product would not be "intelligent" but would be embarrassed. Say hello to others. In the field of home appliances, flat-panel TVs are the first to take the lead. Smart TVs allow consumers to watch online videos at any time, and they can interact with mobile apps. Other home appliances, such as white electricity, are more connected with mobile phones. Through the APP to achieve the association of mobile phones and home appliances, so that home appliances are more intelligent, such as Little Swan launched a Marvel i series smart washing machine .
Little Swan This Marvel i series intelligent washing machine has built-in WIFI module, which can connect to home wireless network, so that by connecting with the mobile phone APP, users can remotely control the washing machine even if they are not at home, and master the state of the washing machine at work. For example, you can select 16 kinds of washing programs. You can add clothes with one touch in the washing process. You can view the washing steps and the remaining time. At the same time, you can record the amount of water used for each washing and find the most water-saving washing program. When there are a lot of clothes, the user will be reminded to clean it in time so as not to cause accumulation. When the washing machine fails, automatic fault detection can also be performed, and the fault code is fed back to help the maintenance. These may seem wonderful, but there are still some problems.
Washing machine can provide 16 kinds of washing programs and other functions is very practical, but does the washing machine really need remote control of the phone remotely? Although the mobile phone can be remotely controlled, before starting the washing machine, you must manually put clothes and detergent (or laundry detergent) into the washing machine to make it work. At this point, you will always be next to the washing machine, conveniently open the washing machine, and complete the laundry work automatically. From this process, we can see that the "mobile phone remote control" basically does not have any effect, and there is no need to remotely control the washing machine to start washing clothes because the washing machine won't be able to grab the clothes it wants to clean. "In the body," people still need to complete it, and when everyone puts the clothes into the washing machine, they can turn on the switch. Some people may mention: clothes need to be soaked in water for a while, and the washing effect will be better. However, in fact, many washing machines have added a soaking function to the laundry program and do not need everyone to do it manually. In addition, the laundry status and the remaining time are displayed on the display screen of the washing machine, and there is no need to remotely view it. Therefore, in the smart washing machine, adding more humanized washing programs, selecting a water saving program, reminding users to clean the washing machine, and automatic fault detection are all very useful functions, but remote operation is achieved through the mobile phone APP. This is more of a gimmick. No practical significance.
Appliance manufacturers began to play "crowdfunding"
Like "Internet thinking," the term "crowdfunding" has become very popular in recent years. Initially, Internet companies have promoted it. Then many traditional home appliance manufacturers who are clamoring to "transform to an Internet company" have also started to market. Learn about these emerging Internet companies, and "crowdfunding" is one of them. Now you can see many home appliance products that are being “crowdfunded†on the major e-commerce websites. It seems that you did not launch crowdfunding away from this era.
The so-called crowdfunding, from the English crowdfunding, consists of promoters, followers, and platforms. The characteristics of having a low threshold, diversity, relying on the masses, and focusing on creativity are the actions of individuals or organizations that raise funds from the masses to support the initiation. Public data shows that in 2014, smart electronics equipment accounted for a quarter of all kinds of projects participating in crowdfunding. Since 2015, in the process of transitioning to the Internet, many home appliance companies have initiated multiple rounds of home appliance crowdfunding with e-commerce platforms such as Jingdong, Ali, and Suning. In addition, almost every type of crowdfunding product will use various data to reflect its own "hot", such as "tens of millions of people to participate in crowdfunding" and other exaggerated data has actually caused many consumers have questions: your data Without being notarized, this kind of data that comes out of mouth is unbelievable and has become a marketing gimmick.
In fact, many consumers have realized this, and it has become more and more difficult in the home appliance industry through crowdfunding marketing because many consumers think that this way “makes products or services unable to deliver on schedule and product quality. The description of the project is seriously inconsistent, and it gradually loses the patience of the consumers. After all, everyone's goal is to buy really good products, not to wait indefinitely.
Can hardware free time really come?
The so-called crowdfunding, from the English crowdfunding, consists of promoters, followers, and platforms. The characteristics of having a low threshold, diversity, relying on the masses, and focusing on creativity are the actions of individuals or organizations that raise funds from the masses to support the initiation. Public data shows that in 2014, smart electronics equipment accounted for a quarter of all kinds of projects participating in crowdfunding. Since 2015, in the process of transitioning to the Internet, many home appliance companies have initiated multiple rounds of home appliance crowdfunding with e-commerce platforms such as Jingdong, Ali, and Suning. In addition, almost every type of crowdfunding product will use various data to reflect its own "hot", such as "tens of millions of people to participate in crowdfunding" and other exaggerated data has actually caused many consumers have questions: your data Without being notarized, this kind of data that comes out of mouth is unbelievable and has become a marketing gimmick.
In fact, many consumers have realized this, and it has become more and more difficult in the home appliance industry through crowdfunding marketing because many consumers think that this way “makes products or services unable to deliver on schedule and product quality. The description of the project is seriously inconsistent, and it gradually loses the patience of the consumers. After all, everyone's goal is to buy really good products, not to wait indefinitely.
Can hardware free time really come?
"Hardware Free" is LeTV's main advertising campaign this year, attracting the attention of many consumers. Everyone at first glance after seeing this advertising poster will be very excited: after all, buying a TV doesn't even cost money. Things that can't be found in lanterns. Is this really achievable? Or is it a girl?
In fact, it is not LeEco who proposed "hardware free" but comes from the assumption of a traditional TV manufacturer: In the mobile phone industry, domestic and foreign operators have launched a "0 yuan purchase" package, that is, the user signs a contract with a certain network operator. , Pre-existing a certain amount of mobile phone charges, and at the same time promised to spend a certain amount of monthly calls, you can take away the phone for free. Smart TV and other products can also follow this model, such as selling video content completely, selling TV products at a price of 0 yuan, and implementing “hardware freeâ€. LeTV has such a large amount of capital, just taking Le Sports as an example. After achieving Round B financing, it has won more than 250 events worldwide, over 10,000 live broadcasts throughout the year, 300 million acquisition of Octopus TV, and 2.7 billion. Yuan won a series of near-crazy "buy, buy, buy, and buy" networks in the next two years. In addition to music as sports, there are flowers, film and television, LeTV, and all kinds of IP music won, even including music as mobile phones and smart hardware. All this needs music as the point of super TV to shake, in order to sustain the evolution of the entire music as the ecology of the progressive evolution. Video content is LeTV's biggest advantage over other manufacturers, so LeTV will continue to shift people’s attention from hardware to video content. It is not surprising that “hardware free†advertising is used.
But actually, from the current situation, Levision’s “hardware free†is only on April 14th, and it has not turned it into a normal state, so it has also received many consumers and industry insiders. The questioning, such as Wang TV’s director Wang Chuan, had publicly stated to the media that LeTV had paid for a huge amount of membership fees through a hardware free gimmick, including 490 yuan a year for LeEco members and 590 yuan a year for sports members, and a sum of 1080 yuan for both. . Secondly, although this event is called Free Day, it is actually clear inventory. A large number of new products have not participated, and most of them are inventory products. At the same time, users are bundled with long membership fees while ignoring the product life cycle. Liu Weizhi, vice president of Skyworth Group, regards music as “hardware free†as a promotion method: “Last year, last year LeTV was buying a hardware fee, and this year it was a TV show fee. I think this is a new promotion method, and There is not much new stuff."
In fact, although the ideal sales model for both mobile phones and televisions looks similar, there are actually a lot of differences: Mobile phone bills are necessary for everyone, and some business people’s phone costs over 400 are not a rare thing. Therefore, by paying the cost to send mobile phones, on the surface the operator "gifts" to the consumer's mobile phone, but in reality can earn it through the profits of telephone charges; but the television is completely different, and few people currently spend 300 months. Yuan purchases video costs, and the number of smart TV users is much smaller than that of mobile phones. That means TV manufacturers cannot fully cover the cost of TV hardware through the profitability of video content. This makes “hardware free†unrealistic, and this The situation has also been difficult to achieve in recent years. Therefore, "hardware free" is more of a publicity gimmick and an ideal sales method for everyone.
Take health as a selling point, really reliable?
Everyone should know the importance of protecting the eyes when they are young. Parents and teachers are constantly reminding us: Don't watch TV and books continuously for a long time. For children, their eyes are also in the growth stage and are more vulnerable to damage. They also wear glasses when they watch TV for a long time. Therefore, many TV manufacturers have introduced so-called "eye-protection" products. They hope that the concept of "healthy" will attract parents' attention. TCL also launched a television product based on health a few years ago. Not only does it protect the eyes, it can even “improve the eyesight,†which has also aroused the interest of many consumers.
TCL has launched this product model L28D66A-M 28-inch TV can "prevent myopia control, improve vision," children's television, known as myopia, visually impaired children through a training, visual acuity increased on average to one or two lines, or even It also helps a few teens who have just worn glasses to remove their glasses. It is equipped with an "Eye To Love" section and integrates six eye-protection techniques such as "Training", natural light, and distance sensing on the TV to watch the "to encourage ToGreat" brain potential development in "Training Po". Content system, the eye against the eye muscle training, to achieve the purpose of letting children play the game at the same time to eliminate pseudo myopia, control vision loss, link fatigue. Essentially, let the children bring a special glasses to watch the contents of the “Training Po†in TCL TV to achieve the training effect.
We also consulted with ophthalmologists for this purpose. He said that because young people are in a period of rapid growth and development, the ciliary muscle has not yet matured and is highly malleable. In addition, the human eye itself has the characteristics of ciliary muscle relaxation at astral distance, decreased crystal curvature, ciliary muscle contraction at near vision, and increased crystal curvature. Therefore, patients with pseudomyopia sometimes do not need special treatment equipment to assist in training. In our daily work and life, especially in various sports such as playing table tennis and badminton, we sometimes look far and sometimes look closely. Continuous adjustment itself is in the process of refining, and it can also achieve the effect of rapid improvement of one or two lines of vision. This is not what creates a “miracleâ€. For patients with pseudo-myopia, the most effective medical method at present is to alleviate it by dilated pupil refraction.
Experts also said that not every product is suitable for everyone. Most of these products are more like a kind of health care product for patients. Some people use it, others use it, and more often It is only a relief of visual fatigue. If it is true myopia, these instruments will not do anything. Moreover, if you are unsure about the principle and your own eye condition, casual wear may have a negative impact. If blurred vision occurs, especially for young people, not necessarily pseudo-myopia, astigmatism, amblyopia, etc. may make vision blurred, then the best way is to go to the hospital as soon as possible to confirm treatment. Therefore, when you are experiencing uncomfortable eyes, or when you feel a drop in vision, it is a good idea to go to the hospital (not to go to the hospital in Putian Department of course), instead of buying products that do not have professional medical qualifications but do not have health functions.
Summary: Less routines, more sincere
It can be seen from the above case that the “stagger†launched by these manufacturers is really meant to fully attract the attention of consumers and utilize many users’ lack of product expertise to sell these products to them. In fact, marketing is not wrong, but this kind of exaggerated marketing is obviously deviating. Pushing unpractical functions and technologies to users will only reduce their experience. The result is a reduction in the degree of trust in the brand. After all, Once you've been there once, you won't fall into the same pit again. In fact, we can look at many excellent companies in the world. They can rise because they bring outstanding products to consumers, instead of relying on "gimmicks" to fool users. Therefore, we also hope that manufacturers can reduce their number. Repertoire, more sincere, more truly useful to users, practical application of technology in the product, so as to achieve sustainable development.
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