Video blogger Zhang Qin is in a quandary. At the start of the year, she jumped at the chance to buy a small, older 60-square-meter apartment in Guangzhou’s Yuexiu district while prices were down. Now knee-deep in renovations, Zhang is rethinking whether to invest in a television feature wall—her living room is cramped, and she rarely watches TV.
Seeking advice, Zhang reached out to her followers on Xiaohongshu. In the comments, one term caught her eye: “guimiji,” a Chinese portmanteau loosely combining “companion” and “machine.”
At first glance, a “companion machine” might seem like a portable TV, but it’s much more than that. Ranging from 18–32 inches, these compact, battery-powered screens are highly versatile. They can be positioned just about anywhere, offer multiple viewing angles, and respond to voice commands and touch, among other modes.
With an independent operating system, these devices combine the functionalities of a tablet, TV, smart speaker, and even fitness equipment. From entertainment to fitness, work, and education, it has quickly become a Swiss Army knife of home tech. Since gaining traction in 2023, companion machines have seen rapid growth in both sales and user base.
According to e-commerce data, companion machines made a big impact during this year’s 618 shopping festival. Tmall reported a year-on-year sales surge of 350%, with brands like Tiantian and KTC exceeding ten million units sold. JD.com saw revenue growth of 150% for the category. Demand continued to rise across platforms during Singles’ Day.
Runto predicts that, in 2024, mobile smart screen sales—including companion machines—will hit 400,000 units, raking in RMB 1.52 billion (USD 212.8 million) in revenue across China.
The market for companion machines is largely defined by three categories. They include smart hardware brands like Xiaodu, Tmall Genie, and Dangbei, electronics giants like Hisense and Skyworth, as well as original design manufacturers (ODMs) that build for various brands.
Evolving market and consumer demands
The traditional TV industry has hit a lull, with growth driven more by replacements than new demand. All View Cloud (AVC) reported that Chinese TV sales fell to 13.51 million units in the first half of 2024, a 7.9% year-on-year decline.
From TVs to projectors, and now to companion machines, home viewing has evolved. This change has driven electronics giants to explore new categories to reinvigorate the market. With a slim, interactive screen and mobile stand, companion machines could offer that breakthrough.
The category is expanding at a surprising pace. According to a source at Hisense, Runto’s data shows over 40 new brands entered the market in the first half of 2024 alone, tripling the number from late 2023.
Previously, TVs and projectors were typically fixed to a background wall, requiring specific viewing conditions. Companion machines upend this arrangement, offering users the freedom to move and adapt as needed.
Three standout features define these devices: first, their flexibility as video players that adjust to various angles, allowing easy viewing whether standing, sitting, or lying down. Second, they accommodate a wide range of uses, from entertainment and fitness to work and study. Finally, their advanced AI capabilities, including language models and interactive functions, enhance responsiveness.
Performance metrics like battery life, processing speed, and image quality are crucial. Hisense’s X7N model, launched in August, embodies these attributes with a high-capacity battery that extends usage by 30%, supporting over ten hours of video playback. With 8 GB of RAM, 256 GB storage, and Hisense’s proprietary JUOS system, it’s built for seamless performance. The screen, based on Hisense’s high-end TV tech, automatically adjusts brightness, contrast, and tone, offering a soft, eye-friendly display suited for children and elderly users.
Xiao Ning, an investor and smart hardware enthusiast, believes the device’s mobility adds valuable versatility. Unlike traditional TVs, which limit app compatibility, companion machines often integrate directly with mobile apps.
The device’s adaptable design allows it to seamlessly align with user habits. “Compared to a tablet or phone, where we have to manually adjust the viewing angle, the companion machine not only has a larger screen, but the screen also adjusts to your position—whether sitting or lying down. The purchase rationale for these products is completely different,” Xiao told 36Kr.
Data from Xiaodu indicates that early adopters of companion machines average 245 minutes of daily use, with a 78% daily activity rate and an 89% next-day retention rate.
Hisense’s market research highlights a shift in demand for audiovisual products, with consumers placing greater emphasis on portability and screen size. High-net-worth individuals in first- and second-tier cities, especially young urban women, form the core demographic.
“To achieve a sense of companionship, consumers have shifted from functional needs to emotional needs. It’s no longer just about features,” a source at Hisense said.
However, since their launch, companion machines have faced some skepticism on social media. Critics argue that they’re essentially oversized portable tablets with limited innovation, labeling them an “IQ tax” product.
A Hisense representative addressed this perception, acknowledging it as a result of the category’s early development stage, where many devices appear similar. “While products from different manufacturers may look alike now, unique selling points will emerge as companies advance their technologies.”
An experiential device with expanding appeal
Companion machines are clearly an experiential product.
Unlike brands focusing solely on online sales, Hisense introduced the X7N in its offline experience stores immediately after launch. According to a Hisense representative, many users feel more inclined to buy after testing the device. “They realize it’s more than just a mix of a TV and tablet.”
With this insight, Hisense has expanded the number of offline stores offering demo units, targeting high-traffic areas in major cities. Nearly 1,000 units are now available across the country.
This offline strategy is bolstered by Hisense’s extensive after-sales network, which includes over 2,000 service centers in China. Orders are fulfilled directly from these centers, with installation services available. Should repairs be needed, technicians provide onsite support, reducing wait times and eliminating shipping.
While most units are still sold online, offline sales are gaining traction and are expected to become a critical growth channel.
As a new type of smart display, companion machines are gradually changing lifestyles. However, Zhang told 36Kr that current prices ranging from RMB 4,000–7,000 (USD 560–980) can deter first-time buyers.
Xiao noted that companion machines’ main advantages currently lie in hardware design and quality control. Hisense, for instance, is among the few brands that designs and manufactures its devices in-house, ensuring quality standards.
R&D isn’t cheap. “Since production hasn’t yet scaled, we need dedicated molds and production lines for this new category. Some brands use shared molds to cut costs, but Hisense takes a higher-cost, more responsible approach,” a Hisense representative shared.
As more brands and models enter the market, it’s evident that companion machines are evolving from niche products to mainstream essentials.
Beyond technical specs, these devices center around creating meaningful experiences. Imagine returning home after a long day and moving the companion machine to the kitchen to catch up on a show while cooking. Later, it can guide a workout session, and before bed, angle down for a documentary. These interactions reflect a level of convenience and emotional connection that simple hardware upgrades can’t replicate.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Huang Nan for 36Kr.