Key Points of the Article
1. The emergence of TianTian Bestie-TV has increased the popularity of Bestie-TVs, with its product reaching sales of over 100 million yuan in two months after launch, becoming a phenomenal product.
2. In addition to TianTian and XiaoDu, there are manufacturers such as KTC and Yi Le Kan that specialize in Bestie-TVs. Furthermore, due to pressure in the television market, manufacturers originally producing smart TVs, such as Hisense and Changhong, have also entered the Bestie-TV space.
3. The reason why Bestie-TVs have become popular is that they have targeted a niche segment between TVs and tablets, found a new market segment, and are equipped with AI systems that provide consumers with a good companionship experience.
Bestie-TVs, as emerging products, are replacing televisions and becoming a favorite among young people.
In July 2021, LG manufactured the StandbyMe mobile television product, which supports multi-angle rotation and height adjustment, and is equipped with universal wheels on its base. Besides, it has built-in streaming platforms such as YouTube and Netflix, and is positioned as a binge-watching tool for users.
The product sold 1,000 units in Taiwan in the first month of sales, generating over 4.5 million yuan in revenue.
The launch of Baidu's TianTian Bestie-TV further fueled the popularity of Bestie-TVs. The TianTian Bestie-TV was launched in March 2023, and according to official Baidu data, its sales exceeded 100 million yuan within two months of launch.
From the name Bestie-TV, it is clear that the product is positioned to be your companion. That is to say, the Bestie-TV can appear in any scene where you want it, whether it's watching videos in the living room, reading in the study, or listening to music in the bathroom while showering – all usage scenarios defined by the manufacturer. Additionally, since it is equipped with universal wheels at the bottom, it can be pushed around and provide companionship to the consumer anytime, anywhere.
Most who are unfamiliar with Bestie-TVs might refer to it as "a mobile large tablet," but Bestie-TVs offer much more than that.
Bestie-TVs come with many features, starting with video watching capabilities. Taking the TianTian Bestie-TV as an example, its screen is 27 inches, which can satisfy most people's video watching needs. Apart from that, it also comes with a fitness mirror, learning machine, and oversized speakers, making it a multi-purpose device.
For example, its AI fitness feature can perform body recognition and evaluate the user's movements, enhancing interaction between the user and the product and thus increasing user engagement.
Besides TianTian, according to Moojing Analysis+ data, there are other manufacturers that specialize in Bestie-TVs like KTC and Yi Le Kan, and also traditional smart TV manufacturers such as Hisense and Changhong that have entered the Bestie-TV market.
Despite not having a high market share, developing Bestie-TVs represents the transformation and exploration of traditional manufacturers. The growth of the television market has been under significant pressure. At the same time, due to various copyright issues, there are problems with cross-platform double charging when videos are played on televisions. Although televisions can install platforms like Tencent, Youku, iQiyi, etc., consumers are required to purchase a separate subscription to watch videos on television, which has the opposite effect and decreases their enthusiasm. As a result, traditional manufacturers are also trying to challenge themselves by developing alternatives to televisions.
Hisense and Changhong, as manufacturers originally producing TVs, have certain advantages in producing Bestie-TV hardware. Hisense has launched the 27X7H Fitness Smart Screen, which focuses on fitness and has built-in AI fitness resource classes.
Changhong has introduced the CHiQ ME Freedom Screen, which has a wider variety of colors compared to other brands, including pink, purple, white, dark green, and many more.
According to Moojing Market Intelligence, the top 5 hot-selling Bestie-TVs include TianTian under XiaoDu, KTC's Freedom Screen, Yi Le Kan's Bestie-TV, Sculptor's Be with me Freedom Screen, and Advisor's Leader hub Freedom Screen.
It can be seen that their average prices are concentrated in the price range of 3,000 to 5,000 yuan. Taking the TianTian Bestie-TV as an example, it is priced at 5,299 yuan, but the product is equipped with an LG-cell e-paper-like screen, an adjustable and movable support stand, a 4-speaker system, can act as an extended screen for gaming consoles like the Switch, and can even play AI games, suggesting the product's multiple uses are well-aligned with its price.
So, as an emerging product, who is paying for Bestie-TVs, and what are their reviews?
It's not hard to tell from the name Bestie-TV that it will be more popular among women. For women, the Bestie-TV can provide companionship. For example, while cooking, they can use the Bestie-TV to search for recipes by voice without worrying about getting their hands dirty, and in scenarios such as bathing, they can use it to play music. These are some of the reasons why women are more interested in Bestie-TVs. According to Moojing Social Listening, of those interested in Bestie-TVs, 76.65% are female, while 23.35% are male.
It can be seen that people in first-tier cities are the main audience for Bestie-TVs, as there are more people living alone in first-tier cities who need the companionship of Bestie-TVs. According to the Ai Media Consulting report, in 2021, there were 92 million single-person households in China, and "single-person" households exceeded 125 million .
At the same time, according to a survey report by Fang Tianxia, among the current rental population, 36.88% of renters are located in Beijing, Shanghai, Guangzhou, Shenzhen, and municipalities directly under the central government, 29.08% are in provincial capitals, and renters in prefecture-level and county-level cities combined account for 34.04%. Therefore, compared to other tiers of cities, those living in first-tier cities face more problems such as renting and moving, and they have relatively higher purchasing power, making a portable Bestie-TV more suitable for the rental population than a television.
According to Moojing Social Listening, many use cases for Bestie-TVs are for binge-watching. Therefore, most Bestie-TVs adopt an anti-glare, paper-like screen. Other common scenarios for Bestie-TVs include staying at home, working, and karaoke. The pioneering StandbyMe Bestie-TV primarily caters to binge-watchers, while subsequent Bestie-TV models from various brands have added functions such as karaoke and studying, attempting to increase the frequency of product usage in different scenarios.
Bestie-TVs feature different functions for various scenarios: replace TVs for watching series anytime, anywhere; act as smart fitness mirrors with AI systems for exercising; and even transform into karaoke machines for singing. Logically, the more functions a Bestie-TV has, the more frequently it will be used, and the more dependent consumers will become on it.
In terms of consumer sentiment, according to Moojing E-commerce Listening, most consumers are very satisfied with the convenience of Bestie-TVs and praise its diversified functions as an all-in-one device, which they find handy and can replace smartphones as an essential item for staying at home.
For the bestie device, consumers are dissatisfied with its battery life not being long enough, and the battery doesn't last as advertised. If using wired charging, it restricts the free movement of the bestie device, which is not very convenient for consumers who need to binge-watch anywhere, anytime.
The boom of the Tiantian bestie device may seem accidental, but it is actually the result of choosing and then positioning within a niche market. Nowadays, people are watching TV less and less, to the point that many do not even consider installing a TV when decorating their homes. Thus, a market that is bigger than tablets but smaller than TVs is relatively untapped, but people still have the need to watch videos. Most people choose to watch videos on tablets or projectors, yet the tablet is too small, and the clarity of the projector is not enough, which are points of dissatisfaction.
Therefore, the bestie device came into existence to fill this gap. Thanks to its mobility, compared to traditional TVs, it can be used in more scenarios, increasing its utilization rate.
In addition, the membership system of the bestie device is one of its major advantages. Consumers face the issue of non-transferable memberships when using different platforms for watching videos or engaging in entertainment activities. However, with the bestie device, there is no such worry, as the memberships on its platform are universal with those on mobile phones, eliminating the need to subscribe again.
Moreover, its built-in AI system makes its functionality much more powerful. Compared to other easily replicated products, for example, the Tiantian bestie device, its voice interaction system comes from Baidu's DuerOS intelligent voice, which has been developed for a longer time and has richer voice interactions, providing a better experience for consumers.
Compared with tablets, bestie devices not only have larger screens but also carry more user expectations. As a new product, it's not sufficient for a bestie device to just offer video; the core is its AI system.
Take fitness modes as an example, Baidu and Hisense’s fitness systems can virtualize users into AI characters and use cameras to detect and correct their movements, whereas other bestie devices only offer simple follow-along functions, incapable of correcting users’ movements, highlighting the importance of AI intelligence.
To further illustrate with voice interaction, some brands’ bestie devices may have voice systems that are less responsive and fail to understand consumers properly, leading to a decreased willingness to use them. Thus, a strong voice interaction system is key to raising barriers to entry for the bestie device.
In the future, aided by AI systems, bestie devices may be able to control smart plugs, smart lighting, smart locks etc., further achieving true whole-house intelligence, allowing consumers to check the status of home smart devices anytime, anywhere, and realize all-weather control without dead angles.
AI, as a magic weapon to enhance consumer interaction, will inevitably become a key factor in distinguishing bestie devices from the competition. Therefore, to build sufficient barriers within the bestie device market, it is essential to delve deeply into the AI system and increase competitiveness.
