One year ago, no one thought that 3D TV would be listed so quickly. Also two years ago, no one thought that the rise of LED TVs would happen overnight, but these have already been achieved. In this year's National Day, domestic companies such as Konka, Hisense, and Changhong have launched smart TVs in response to the two price wars launched by Japanese and South Korean manufacturers. They want to replicate the successful experience of LEDs and 3D. The results show that domestic companies have achieved this in the recent period. However, market analysis agencies believe that due to the uncertainty of content control policies, in the coming period, domestic color TV companies should return to normal products. It is too early to speculate on smart TVs.
Efforts to reduce profits have led to a rapid increase in the rate at which TV sets have been introduced. This has led domestic manufacturers that lacked the core technology of TVs to become passive.
Since July of this year, many domestic color TV manufacturers have felt the pressure from Japanese and Korean brands: On the one hand, foreign companies rush LED (light emitting diode) TVs and launch price wars in this area. This leaves a lot of CCFLs. Cold cathode fluorescent tubes (TVCDs) are difficult for domestic manufacturers of TV inventory. On the other hand, Japanese and South Korean manufacturers have introduced many new 3D products to the market in succession from September, and they have invested a lot of effort to promote them, which also forces domestic manufacturers to cope.
As a result, the profit margin of domestic color TV manufacturers has been greatly reduced. The reporter learned that, based on the 100% increase in LCD TVs in China's domestic market in 2009, many domestic color TV manufacturers believe that this year's color TV market will take a higher level. However, contrary to expectations, many companies "not inferior to last year's sales target" have shaken before the two price wars launched by Japanese and South Korean manufacturers.
“Over-optimistic expectations directly led to the inability of inventory to be digested, so the resulting inventory costs brought pressure to the company.†Huang Xinzhong, general manager of Konka Group’s color TV division’s marketing department, told the “China Electronics News†reporter, “This year before the National Day this year, The Korean manufacturers launched a 'price war' in the Chinese market, and in order to maintain market share, the state-owned brands had to be forced to follow up, so that the gross profit rate of products was quickly pulled down, which also led to the sales of the entire domestic TV industry continued to be lower than expected, and the growth rate The key reason for the gradual slowdown."
The reporter learned that there are not a few domestic marketing executives who share the same feelings with Huang Xinzhong. Terry Li, executive deputy general manager of TCL Multimedia China Business Center, deputy general manager of Changhong Multimedia Industry Co., Ltd. and general manager of marketing company Su Zihuan have such feelings.
Faced with the advantages of Japanese and Korean brands in terms of upstream resources and brand premiums, domestic companies began to try to “differentiate†to break through in order to gain more shares and profits in the color TV market. On the eve of National Day, Konka and TCL have launched smart TVs of their respective brands, aiming to enhance the profitability of enterprises through high-end products, and Changhong has attempted to seek breakthroughs in the 3D plasma TV market.
Obtaining periodic successes during holidays is the time when Chinese and foreign color TV brand prices and marketing strategies are confronted with fiercest competition. This year's National Day color TV market has become a hot topic due to the elimination of CCFLs, popularity of LED, promotion of 3D and other highlights.
However, domestic color TV companies that are actively preparing for the war do not have a significant disadvantage in the market: On the one hand, before and after the National Day, many local color TV companies have undergone major changes in sales promotion efforts and marketing strategic positioning. “Pushing new products, selling high-end products, and value “Other actions began to play a leading role; on the other hand, as the entire industry entered the consolidation period, leading domestic color TV companies such as Konka, Hisense, and TCL have also started a new round of exploration in terms of industrial chain integration and market competition methods. In response to the impact of foreign-funded enterprises on the Chinese market, another market battle was launched.
“From the data we have monitored, during the National Day, the ratio of sales of domestic brands to foreign brands of flat-panel TVs is 57:43, which is not as pessimistic as previously predicted.†Deputy General Manager, Beijing Aowei Marketing Consulting Co., Ltd. Jin Xiaofeng told the "China Electronics News" reporter, "Especially smart TV-based LED TV in the market's performance is still very eye-catching."
According to data from Gome, during the National Day Golden Week, TV sales were the most popular, accounting for 30% of overall sales, which was a two-fold increase compared to the same period last year. Among them, the picture quality, more energy-efficient LED color TV is the most sought after, accounting for 47% of overall sales, smart TV shows its rapid growth.
"Haier smart TV sales volume in the National Day market increased by more than 200% than the chain, becoming the fastest growing color TV products." Qingdao Haier Group, chief engineer of the Information Products Division, said the "China Electronics News" reporter.
The reporter was informed that taking Konka as an example, during the Golden Week, the overall sales volume of Konka TV increased significantly year-on-year, of which the newly-listed Netray LED smart TV was highly favored by the market, with sales volume accounting for 61.5%. Huang Xinzhong stated: "With the decline in the price of home appliances and the deepening consumer awareness, smart TVs are just like smart phones and are no longer a luxury that consumers can hardly match."
The market is hard to put off in the short term. From the standpoint of the performance of the National Day market, domestic companies pushing smart TVs not only stabilize their market share, but also can watch movies, TV dramas, music entertainment, lifestyle, financial and sports, and documentary laws. Directly watching online Premier League, La Liga and other exciting events of smart TV, but also bring a lot of profits to enterprises, but the current push smart TV has a certain market risk.
“But it is a bit early to promote smart TVs.†Peng Xiandong, senior analyst at Beijing Zhongkang Market Research Co., Ltd. said, “In today's TV industry, the homogeneity of the TV market, there is nothing wrong with domestic TV companies seeking differentiation, but it is easy to over-pursuit of differentiation. Let companies enter the misconception of concept publicity, Internet TV is a typical failure case."
Peng Xiandong's concerns come from two aspects: First, smart TV is just a hardware device, the device itself also needs to carry a lot of software applications, but the current status of the software market is not enough to support the development of smart TV; Second, smart TV to a large extent It has to rely on the resources on the Internet, but the current content control policy is still not clear, which will lead to excessive development of hardware.
However, in the face of such concerns, it seems that companies have long considered. The reporter learned that manufacturers such as Konka, Haier and Changhong currently pushing smart TVs not only actively build industrial chain advantages in terms of hardware, but also involve software.
Huang Xinzhong stated that in terms of software, software content upgrade is the top priority for the application of Konka Color TV upstream. Following the launch of the full open platform for smart TV, Konka adopts a “three-step†strategy and progressively incorporates applications for the entire society. . At the same time, Konka has been circling among content providers and hopes to cooperate with suitable companies. Last month, Konka married SMG and obtained genuine audio-visual program resources. It became the first TV company in China to be married to a "triple play" brand.
"Under the triple play, smart TV is an inevitable trend. The quality of smart TVs depends on consumers to judge, and it is not enough for manufacturers to rely solely on hype. Smart TVs should provide consumers with open solutions that can be upgraded both in software and hardware. Program platform can be recognized.â€
Efforts to reduce profits have led to a rapid increase in the rate at which TV sets have been introduced. This has led domestic manufacturers that lacked the core technology of TVs to become passive.
Since July of this year, many domestic color TV manufacturers have felt the pressure from Japanese and Korean brands: On the one hand, foreign companies rush LED (light emitting diode) TVs and launch price wars in this area. This leaves a lot of CCFLs. Cold cathode fluorescent tubes (TVCDs) are difficult for domestic manufacturers of TV inventory. On the other hand, Japanese and South Korean manufacturers have introduced many new 3D products to the market in succession from September, and they have invested a lot of effort to promote them, which also forces domestic manufacturers to cope.
As a result, the profit margin of domestic color TV manufacturers has been greatly reduced. The reporter learned that, based on the 100% increase in LCD TVs in China's domestic market in 2009, many domestic color TV manufacturers believe that this year's color TV market will take a higher level. However, contrary to expectations, many companies "not inferior to last year's sales target" have shaken before the two price wars launched by Japanese and South Korean manufacturers.
“Over-optimistic expectations directly led to the inability of inventory to be digested, so the resulting inventory costs brought pressure to the company.†Huang Xinzhong, general manager of Konka Group’s color TV division’s marketing department, told the “China Electronics News†reporter, “This year before the National Day this year, The Korean manufacturers launched a 'price war' in the Chinese market, and in order to maintain market share, the state-owned brands had to be forced to follow up, so that the gross profit rate of products was quickly pulled down, which also led to the sales of the entire domestic TV industry continued to be lower than expected, and the growth rate The key reason for the gradual slowdown."
The reporter learned that there are not a few domestic marketing executives who share the same feelings with Huang Xinzhong. Terry Li, executive deputy general manager of TCL Multimedia China Business Center, deputy general manager of Changhong Multimedia Industry Co., Ltd. and general manager of marketing company Su Zihuan have such feelings.
Faced with the advantages of Japanese and Korean brands in terms of upstream resources and brand premiums, domestic companies began to try to “differentiate†to break through in order to gain more shares and profits in the color TV market. On the eve of National Day, Konka and TCL have launched smart TVs of their respective brands, aiming to enhance the profitability of enterprises through high-end products, and Changhong has attempted to seek breakthroughs in the 3D plasma TV market.
Obtaining periodic successes during holidays is the time when Chinese and foreign color TV brand prices and marketing strategies are confronted with fiercest competition. This year's National Day color TV market has become a hot topic due to the elimination of CCFLs, popularity of LED, promotion of 3D and other highlights.
However, domestic color TV companies that are actively preparing for the war do not have a significant disadvantage in the market: On the one hand, before and after the National Day, many local color TV companies have undergone major changes in sales promotion efforts and marketing strategic positioning. “Pushing new products, selling high-end products, and value “Other actions began to play a leading role; on the other hand, as the entire industry entered the consolidation period, leading domestic color TV companies such as Konka, Hisense, and TCL have also started a new round of exploration in terms of industrial chain integration and market competition methods. In response to the impact of foreign-funded enterprises on the Chinese market, another market battle was launched.
“From the data we have monitored, during the National Day, the ratio of sales of domestic brands to foreign brands of flat-panel TVs is 57:43, which is not as pessimistic as previously predicted.†Deputy General Manager, Beijing Aowei Marketing Consulting Co., Ltd. Jin Xiaofeng told the "China Electronics News" reporter, "Especially smart TV-based LED TV in the market's performance is still very eye-catching."
According to data from Gome, during the National Day Golden Week, TV sales were the most popular, accounting for 30% of overall sales, which was a two-fold increase compared to the same period last year. Among them, the picture quality, more energy-efficient LED color TV is the most sought after, accounting for 47% of overall sales, smart TV shows its rapid growth.
"Haier smart TV sales volume in the National Day market increased by more than 200% than the chain, becoming the fastest growing color TV products." Qingdao Haier Group, chief engineer of the Information Products Division, said the "China Electronics News" reporter.
The reporter was informed that taking Konka as an example, during the Golden Week, the overall sales volume of Konka TV increased significantly year-on-year, of which the newly-listed Netray LED smart TV was highly favored by the market, with sales volume accounting for 61.5%. Huang Xinzhong stated: "With the decline in the price of home appliances and the deepening consumer awareness, smart TVs are just like smart phones and are no longer a luxury that consumers can hardly match."
The market is hard to put off in the short term. From the standpoint of the performance of the National Day market, domestic companies pushing smart TVs not only stabilize their market share, but also can watch movies, TV dramas, music entertainment, lifestyle, financial and sports, and documentary laws. Directly watching online Premier League, La Liga and other exciting events of smart TV, but also bring a lot of profits to enterprises, but the current push smart TV has a certain market risk.
“But it is a bit early to promote smart TVs.†Peng Xiandong, senior analyst at Beijing Zhongkang Market Research Co., Ltd. said, “In today's TV industry, the homogeneity of the TV market, there is nothing wrong with domestic TV companies seeking differentiation, but it is easy to over-pursuit of differentiation. Let companies enter the misconception of concept publicity, Internet TV is a typical failure case."
Peng Xiandong's concerns come from two aspects: First, smart TV is just a hardware device, the device itself also needs to carry a lot of software applications, but the current status of the software market is not enough to support the development of smart TV; Second, smart TV to a large extent It has to rely on the resources on the Internet, but the current content control policy is still not clear, which will lead to excessive development of hardware.
However, in the face of such concerns, it seems that companies have long considered. The reporter learned that manufacturers such as Konka, Haier and Changhong currently pushing smart TVs not only actively build industrial chain advantages in terms of hardware, but also involve software.
Huang Xinzhong stated that in terms of software, software content upgrade is the top priority for the application of Konka Color TV upstream. Following the launch of the full open platform for smart TV, Konka adopts a “three-step†strategy and progressively incorporates applications for the entire society. . At the same time, Konka has been circling among content providers and hopes to cooperate with suitable companies. Last month, Konka married SMG and obtained genuine audio-visual program resources. It became the first TV company in China to be married to a "triple play" brand.
"Under the triple play, smart TV is an inevitable trend. The quality of smart TVs depends on consumers to judge, and it is not enough for manufacturers to rely solely on hype. Smart TVs should provide consumers with open solutions that can be upgraded both in software and hardware. Program platform can be recognized.â€
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