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*Only Chinese people think it's cheap? Let’s see how Europeans pick their TVs.*
This time around, we explored Germany’s most popular electronics retailers, Media Markt and Saturn. These stores are quite similar to Suning and Gome back home. Talking to the store staff, we learned about the local habits and consumption philosophies regarding electronic goods. Unfortunately, photography was strictly prohibited inside the store, so I had to use my iPhone 6 to take these shots.
*“Foreign appliances are cheaper,†they said? Not exactly.*
I’m sure many of us have experienced the urge to shop while traveling abroad, thinking it’s cheaper than at home—especially when it comes to appliances. But here’s the truth: in Germany, that’s not always the case. Even well-known local brands like Siemens, Bosch, and Braun don’t offer significant price advantages compared to domestic options.
*Buying a TV in Germany isn’t exactly a bargain.*
*Straight from the factory in China, but still pricey: Sony’s 65-inch Z9D costs almost 20,000 RMB more here.*
When it comes to TVs, the price difference is even more pronounced. At both stores we visited, mainstream models were priced 2,000 to 3,000 yuan higher than domestic equivalents, while high-end models could cost an additional 10,000 to 20,000 yuan more. This gap is alarming. The main reasons for this include the scarcity of European TV brands (most are imported), coupled with the high taxes and fees in Europe, which naturally drive up prices.
*Japanese and South Korean brands dominate, while China has a lot of catching up to do.*
From our observations, Germans seem to favor Japanese and South Korean TV brands. LG and Samsung, the Korean powerhouses, monopolized most of the booth space, with their flagship products displayed prominently. Sony and Panasonic also enjoyed considerable popularity, with one customer purchasing a 65-inch Sony Z9D on the spot. In stark contrast, domestic Chinese TV brands were largely absent.
*Samsung has taken over most of the space.*
*LG’s wall-mounted TVs stood out.*
*Straight from China, but still struggling to make an impact.*
In reality, many Chinese TV brands have already ventured overseas and are working hard to establish themselves in international markets. However, judging by the reception in the European market, they still have a long way to go in gaining public recognition. This is far from the success domestic mobile phones have achieved in Europe. While Chinese brands have been catching up with Japan and South Korea in display technology for years, creating their own value, there remains a significant gap in terms of global market acceptance.
*Developed nations prioritize ultimate audiovisual experiences.*
Interestingly, the average German electronics store isn’t massive, but all TV brands are grouped together in one area. What’s more, additional equipment like Blu-ray players is readily available. Blu-ray players, considered niche items in China, are now mainstream in Germany. You’ll find various brands on the shelves, even tailored to specific TV brands.
*Blu-ray players are the norm in developed countries.*
*Of course, Blu-ray discs are essential.*
*SoundBars are everywhere in Germany, but rare in China.*
SoundBars, which are rarely seen in domestic stores, are also highly popular in Germany. They’re not just bundled with a few TVs—they’re a standalone category with a wide selection. Their superior sound quality easily outperforms built-in speakers. Judging by the popularity of these add-ons, there’s still a noticeable gap between domestic and developed markets.
*Different consumption philosophies lead to unique market dynamics.*
During our visit, it became clear that Europeans approach TV purchases quite simply: a product that meets their needs is a good product, regardless of price. They buy OLED TVs because black levels are impressive, and QLED TVs because of their vibrant colors. Meanwhile, we tend to compare technologies, shop around, and weigh maturity.
*Different consumption philosophies shape distinct market landscapes.*
Ultimately, the root of this difference lies in fundamentally different consumption philosophies. While European incomes may be slightly higher than domestic counterparts, their “hedonistic†mindset shapes entirely different market environments. Who wouldn’t want to enjoy life like the Europeans?
After spending over 10 hours on a long-haul flight covering more than 7,000 kilometers, the team from Zhongguancun Online arrived in Berlin, Germany, as reported. Following a day of settling in, we decided to visit some electronics stores to observe how locals choose their television sets and uncover the preferences of the meticulous Germans when it comes to TV brands.