Another "beautiful waste" in the middle class?

Updated on: 20-0-0 0:0:0

TV has long been the same, how can people choose one in a thousand?

The seller still knows how to grasp people's hearts and take the lead visually. A slim TV is either elegantly propped up in the doorway in the form of an easel or hung side by side with a real painting in a prominent place in the store.

"The first thing you notice when you enter the store is that it's so beautiful." Originally, she just wanted to equip the living room of her new home with a big TV, but after a few laps around the major home furnishing cities in Beijing, she couldn't help but buy an art TV and hang it in the bedroom.

An art TV that makes Penny look at it. Photo/Little Red Book @ Little Sun Penny

In the past two years, art TV has become visibly popular with the naked eye, and on Xiaohongshu, which is famous for its appearance, there are nearly one million notes related to "art TV". Market data also confirms this, Lotu Technology (RUNTO) data shows that the sales of art TVs in the Chinese market increased by 7.0% year-on-year in 0 years.

接受了“電視開機率下降到不足三成”的事實，電視就轉行搞“藝術”了？藝術電視真的不是什麼新款“美麗廢物”嗎？

"There is no TV at all"

After the renovation of the new house started, Penny spent her free time researching appliances. As a drama chaser, she was once immersed in studying the parameters of big TV, and she was bound to buy herself a living room companion with a good audio-visual experience.

After choosing the living room77-inchOLEDTV,Already"Countless readers"She faced the bedroom wall,Finally, she figured out what she had been "tempting" her art TV in the offline store。

What kind of TV is considered "art TV"?

To put it simply, it is to make the TV like a decorative painting. Good looks are the basic quality,Almost all art TVs are indispensable for built-in famous paintings。 The Renaissance masterpiece "Mona Lisa" has a high appearance rate, and Van Gogh and Monet's impressionistic light and shadow are high-frequency players.

If you look closely, the screen has been matte, which is not at all like the general LCD screen with a reflective effect, showing a texture similar to paper or canvas.

What's even more impressive,In order to "act" a good painting,Art TV will make itself thinner,Especially the mainstream wall-mounted models,Stick to the wall。

That's not enough. Some art TVs can even replace the frame,Retro brown、Moonlight white colors,Modern simplicity、Retro wide edge of various styles,Play this set of art framing on TV。

In Penny's opinion, she had never considered installing a traditional TV in her bedroom before, and an abrupt piece of black would almost fade the design of the entire room, but the art TV gave her an additional option, "Even if it doesn't turn on often, hanging there is good enough." ”

There are obviously not a few people who have similar thoughts to her. Fang Yuan started with an easel TV, the body is white, with a floor stand, light up the paintings on the screen, and put it in her creamy living room, and take a photo casually at the level of a Xiaohongshu template.

2025 Art TV at the China Home Appliances and Consumer Electronics Expo. Photo/Liang Tingting

Dong Min, secretary-general of the China Electronic Video Industry Association, told an interesting report,The popularity of art TV,It is due to the evolution of consumers' concept of life,More people hope that TV can be harmoniously integrated into the overall home,"Mobile phones、There are more and more viewing tools such as tablets,But art TV is not only a tool,It also provides a certain emotional value,Expand the boundaries of TV。

Wang Xianming, research director of Lotu TechnologyTVindustry chain, also combined with market data, said that when the home appliance market is caught in stock competition, high value-added product forms have become a new growth point. As a very prominent category in the track,Art TV with the characteristics of "ultra-thin integration""Extreme wall-mounting"It gives TV a new family role,It has transformed from a simple functional product to an artistic product。

Is it worth paying for looks?

However, art TV, which has exploded in the past two years, is nothing new.

早在2017年，三星就推出了“The Frame畫壁電視”。這台內置百余幅藝術家名畫的4K超高清電視，已經實現了超薄壁掛和可替換邊框，之後幾年在全球範圍內總計售出超過100萬台。

But in China, in those years, it was still a time when Internet TV and traditional TV were inseparable, and the price and performance were crazy. The performance is not outstanding, but the Samsung mural TV is quite conspicuous in price,23999Inch price0element,And 0Inch version is as high as 0element,After all, it is a bit high and low。

It wasn't until around 2023 years that things started to change.

As a classic"Black electricity",TV has long been rolled"dark",Especially the two technical cores of the screen and chip have reached the bottleneck period,Next, we can only engage in some icing on the cake"Micro innovation。 What's more, the TV start-up rate continues to decline, and the topic of "young people don't watch TV" is not new for a long time.

As a result,Many domestic manufacturers also take a fancy to"No TV-like"Art TV,Choose to kill the "black"TV,Let it integrate into the wall,Truly become a part of the home in terms of image。

Hisense、TCL、Skyworth and other leading manufacturers have released related products,Lotu Technology retail monitoring data shows,20Domestic art TV sales increased by nearly 0% year-on-year。

What's more,The addition of domestic manufacturers has quickly lowered the threshold of art TV,Make it a product that more people can reach in the high-end track。

比如在“買大不買小”的電視購買原則里，佩妮好幾個鄰居都買86英寸的創維壁紙電視Q8E。這款定價21999元的大電視，在疊加國補及平台優惠后，大概只要一萬七千多元。而佩妮最後挑中的是55英寸的TCL A300w藝術電視，到手只花了四千多，價格差不多只有同尺寸三星藝術電視的一半。

Photo / provided by the interviewee

Penny, who has studied almost all the products of major manufacturers, half-jokingly said, "Samsung leads the door and falls in love with everyone." As a parameter party,Even the industry's top Samsung art TV was just a "showcase" in her eyes at the beginning。 But after making up my mind to pay for the appearance, I found that the art TV of the mainstream brand is not worse than the average TV in terms of parameters.

In the case of thinner and more beautiful,The price of art TV is about 1.0-0 times more expensive than products of the same size and similar parameters。 But with the blessing of the national subsidy, she suddenly felt that this TV was really worth buying.

It is also because of this,For more ordinary TV consumers,You don't necessarily understandLCD、Mini LED、OLEDThe screen terms like that,Not to mention proficient in chip models,In addition to the most intuitive size,Art TV that relies on appearance to win has more opportunities。

"Art TV, one way or another, is first and foremost a TV." Major General Ding, an expert in the home appliance industry, emphasized,Under the trend of deep integration of TV and home,Many leading brands have made art TV not inferior to ordinary TV in core performance,And the design of ultra-thin wall wall may cause heat dissipation、Sound quality and other problems have also had a better solution,It can take into account performance and aesthetics。

How long can it be hot?

Even so, art television is made by art, but it is also limited by art.

The most typical problem is the screen that gives the artwork more texture and simulates a real canvas. Although it can make this painting at home not "drama", but when it returns to its original job - TV, it may not be enough for consumers who pursue brightness and color performance.

Even Penny, who has fallen in love with art TV, said that even if the parameters are full, she will not consider putting an art TV in the living room like her neighbors, "For high-frequency users like me who love to use TV to watch movies, art TV is the same alternative as a projector."

A technician from a well-known TV brand explained that the design of the matte screen can be viewed during the day without dazzling, and there will be no reflection when there is light at night, which can not only better restore the details of the painting, but also relieve visual fatigue. And when talking about the screen problem,She also bluntly said,Art TV sacrifices visual effects to a certain extent,More suitable for home users who have a higher demand for home aesthetics。

2025 Art TV at the China Home Appliances and Consumer Electronics Expo. Photo/Liang Tingting

And "art" itself has become a source of dissatisfaction for some consumers. Some netizens found that those beautiful art wallpapers on their own art TV turned out to have a "shelf life",After the expiration of the gifted membership,A large number of paintings need to be paid for a second time by membership。

Interesting report consulted the customer service of the JD flagship store of several major brands,Samsung、TCL、Casarte and other brand customer service said that some of the content is free,There are also membership resources that need to be paid,If you upload your own pictures, some also need to open membership; Hisense, Skyworth, Toshiba, etc. claim that they don't need members to use built-in resources.

The above situation also reflects another more important problem,As an emerging category of art TV,It has not yet formed a certain industry standard。

Up to now, there is only one group standard in the industry, "Technical Requirements and Tests for Art Television" (referred to as "Art Television Standard 0.0") issued by the China Electronic Video Industry Association.

It mentions that art TV refers to "4K ultra-high-definition and above TV that can provide artistic content", and it can be called art TV, either it can be thin enough to stick to the wall, or the design style is outstanding.

But if you refer to this standard, many products on the market may be kicked out of the art TV team.

According to this standard, the vertical distance between the screen surface and the wall of ultra-thin TVs should be ≤70mm, and it should be equipped with a screen with low reflective glare characteristics. Take a certain brand of art TV as an example,Customer service said that it can just be hung at home like a painting,Not a matte screen,There is no corresponding anti-glare value,After installing with the help of an ultra-thin hanger,The thickness of the TV screen from the wall is about 0mm,Obviously it does not meet the standard。

Major General Ding commented,Many companies have entered the popular category of art TV,But in the process of rapid development, there are also uneven situations,There are many products that are simply based on"Art TV"Marketing concept appears,In terms of screen display、The degree of sticking to the wall and even the update of wallpaper content are far from art TV,It has affected the public's perception of this category。

In this regard, Dong Min pointed out that although it is not a mandatory standard, the formulation of art TV group standards is not only a reflection of the popularity of the category, but also stimulates manufacturers to invest more resources and energy in it. Not long ago, the art TV standard 0.0 has also been launched, and almost all mainstream manufacturers are involved in it, and the upgrade of the standard will have important significance for the further standardization of the entire industry.

However, Major General Ding also provides another perspective that relatively blurs the boundaries.

According to its observations, under the premise of continuous standardization of the industry, art TV is moving towards two development directions, one is for vertical users with high demand for artistic content, and the other is to meet the needs of mass consumers who pursue home beauty and integration.

As he has always emphasized, an art TV is first and foremost a high-performance TV. If the former can provide more valuable content in terms of artistic content and services, and even combine AI large models to produce a better artistic interactive experience, while the latter can achieve a better balance between technologies such as seamless wall attachment and relatively high prices, the market size of art TV may have the opportunity to achieve greater growth.

When the TV market is no longer hot,An art TV that has opened up a new use scene,There should be more room for development。

Author: Liang Tingting

Editor: Tennessee

Duty Editor: Gifts