Goal of this project is to focus on 6 series and above, create an TV product focusing on middle-class, with competitive and attractively differentiated features. Features can settle in either TV product itself or smart TV applications. The Middle Class Family is one with annual household income between $9000 to $34,000
Background Research
China’s growing economy and urbanization have fueled the massive growth of urban middle class households; Upper middle class which is defined with annual household income above $16,000, is the target segment for Samsung TV product in China.
Nuclear Family
The traditional stem family is disappearing and being replaced by small families, with the majority living separately from parents.
Deep Connections
Although live separately, elderly parents want to connect with their kids families.
73% of the elder parents in China are constantly offer support in finance, child care and housework to their offsprings.
76% of the Urban middle class white collar suffer from health problems due to high level of life pressure
Averagely 2.5 hours daily commute to job, middle class spend most time on job, which leads to very limited and fragmented leisure time
Primary Research
Emperor of Nuclear Family
Deep connection between parent and nuclear family due the only grandchild. Kid's health and education are always top priority.
Creation & Design
Family MV Creator
This application is also designed to work with physical buttons on remote control
