Transforming and Upgrading China's Consumer Electronics Service Needs Innovation

After more than 20 years of development, it has formed an annual output of more than 100 million color TV sets, exports more than 65 million units, and an annual output value of more than 400 billion yuan in the pillar industries, becoming the global color TV product processing and manufacturing base. At the same time, a product repair network set up by TV manufacturers in Tier 1 and Tier 2 cities will be the backbone of the nationwide TV repair service centered on urban and rural Tier 3 and Tier 4 cities, and all kinds of ownership TV socialization maintenance outlets. The network has now basically taken shape. In the first innovation era of consumer electronics after-sales service innovation held in Beijing on June 28th, the “2012 China TV Industry After-sales Service Development White Paper” (hereinafter referred to as “White Paper”) released by the China Electronics Industry Association shows that TV has entered the era of intelligence, which will inevitably bring about a series of changes and developments such as the connotation, operation service model, organizational structure, and talent structure of TV service work.

Huang Jianzhong, director of the Department of Resources Comprehensive Utilization of the Department of Energy Conservation and Comprehensive Utilization of the Ministry of Industry and Information Technology, pointed out that the after-sales service of products is an important part of the overall quality work; doing a good job in the after-sales service of electronic products, especially televisions, is the entire electronic product quality assurance system. An important and indispensable part of the construction, with the continuous expansion of the variety, quantity, and sales scope of home appliance products, the company is required to continuously develop new products while continuing to innovate after-sales service to meet the ever-changing needs of consumers. Demand, and effectively safeguard the legitimate rights and interests of consumers.

The intelligent age puts forward new requirements

Lin Yuanfang, vice president of the China Electronics and Video Industry Association, said that China’s video industry transformation and upgrade has entered a new phase of panelization, digitization, greenization, networking, and intelligence. With the development of network technology and digital technology, smart TV is It has become an information platform for digital home and multimedia applications and an important carrier for “triple play and smart home informationization.” This will surely promote a series of multi-faceted and profound changes in the after-sales service of products. The business model of "content + service + terminal" has already emerged in the color TV industry. The color TV industry extends to the modern service industry. The combination of hardware and software, product and content services are in line with the country's key supportive industries.

According to statistics in 2011, the number of maintenance outlets for home appliances (mainly TV sets) in the country has exceeded 100,000, which is approximately 2.5 times more than the approximately 40,000 years ago. At present, each backbone TV production enterprise in China has established a product maintenance service team with more than 3,000 (some companies even tens of thousands) outlets in urban and rural areas. Its customer satisfaction in after-sales service has increased from 10%. About 80% of the year ago, it has increased to the current 98%.

According to the White Paper, with the development of China's flat-panel TV industry, products have been continuously upgraded and high-tech products characterized by intelligence have rapidly occupied the market; in addition, the reduction in product production costs, the improvement of quality, and the continuous increase in output, Its market scale has risen sharply. More than 40 million flat-panel TVs have been put on the market every year. In addition, there are more than 600 million TV sets with social possessions (of which flat-panel TVs exceed 100 million), making the TV after-sales service market face a huge The technical and service volume pressures and challenges.

"The three notable features of the Smart TV era service are the product IT, that is, IT products follow the 'Moore's Law', the product replacement and the product price trend are down, and the field service has changed from maintenance to functional application guidance and debugging. More application software and content services require strong online service capabilities.” Xie Weijin, general manager of customer service department of Konka Group Co., Ltd., said that the way out of the appliance industry in the intelligent era is to build a smart TV era that is efficient, convenient and flexible. Background service guarantee platform; continuous service innovation, productization of services; take the road of marketization, industrialization, diversification, and in the era of intelligence, reconstruct a new business model for home appliance services.

Innovative Service Mode Accelerates Modernization

According to the White Paper, in the era of intelligence, the main problems and challenges faced by the home appliance industry in China's after-sales service include the unreasonable layout of maintenance outlets, the unreasonable structure of maintenance companies, and the need for reforms in the service management system and operating mechanism of TV manufacturers. And the real socialization, branding, and professional "third-party television after-sales service provider" groups need to be formed.

At present, many companies are actively exploring the modernization of the home appliance service industry in the intelligent era. Huang Bingshun, customer service director of Qingdao Hisense Electric Co., Ltd., said that in the era of intelligence, highlighting customer-centric services is the core of smart TV. To truly meet the needs of customers, we must start from product services, content services and after-sales services.

Zang Bangqin, general manager of Sichuan Express Benefit Electrical Service Chain Co., Ltd. pointed out that it is difficult for consumers to determine the source of faults in smart TVs, and it is difficult to find businesses that should be responsible for after-sales services among multi-brand suppliers. This has spawned the development space for third-party service providers, and consumers need more diversified, cross-branded, third-party professional service providers that provide comprehensive after-sales services.

It is reported that as an important measure to promote the modernization of China's home appliance service industry in the era of intelligence, the China Electronics Association and the China Electronics Video Industry Association have jointly implemented the “after-sales service personnel training joint action” with “professional qualification certification work” as the core. "Projects" have already conducted electronic information technology qualification certificates in some key television manufacturers - TV service engineer certification pilot project.

Hao Yabin, vice president of China Electronics Vision Industry Association, believes that China's home appliance service industry should establish a socialized, professional, and brand-name brand that spans urban and rural areas, has a reasonable layout, standardized management, and excellent service to meet the needs of the era of intelligence. Television service system.