Domestic color TV market will enter the whole period

In the past two years, with the withdrawal of home appliance subsidy policies and the reduction in rigid demand for color TVs after replacement, the domestic color TV retail market has begun to experience some weakness. According to Ovid Consulting, the size of China's color TV retail market will reach 4509 in 2014. Million units, down 5.6% year-on-year; by 2017, the market size will still be around 45.35 million units, and the growth rate will be at 1.5%.

The overall demand has dropped and the price of core components has risen. Together with the SARFT's rectification order for Internet TV, the domestic color TV market can be described as “domestic and diplomatic difficulties.” Dong Min, general manager of Aowei Consulting Black Power Division, said that in the coming years, color TV The growth rate of the retail market will gradually slow down, and it will turn into a whole period of about 3 years.

E-commerce will become the main golden week effect weakened

Difficulties will change, and the color TV market in the whole period will inevitably produce some changes. The first and foremost is the channel.

In recent years, the rapid development of e-commerce has witnessed people. Online shopping has been accepted by most consumers. Relevant data show that during the National Day this year, the online market bucked the trend with the decline of traditional channels such as Shangchao Department Store and Dalian Chain, soaring 11.0% year-on-year, and the retail sales amounted to 440,000 units, accounting for a 10.1% increase in the overall market. %.

In addition, the logistics issues that have hampered the development of e-commerce have been well resolved in 2014. In the past, e-commerce companies were basically concentrated in first and second-tier cities. The logistics bottleneck of small cities and rural markets made it difficult for e-commerce companies to sink into these areas. From the beginning of this year, we successively saw that e-commerce giants such as JD.com and Alibaba.com all brushed the wall “in the countryside,” indicating that their attention has begun to shift. Together with the huge amount of financing after the successful listing in the United States, rural logistics problems may be solved. .

Relevant agencies predict that in 2014, the retail volume of color cables will reach 7.46 million units, and by 2016 it will reach 10 million units and become the main channel for color TV retail market.

The rise of e-commerce has also broken the previous pattern of major growth in the promotion of Yuanchun, May 1st and 11th holidays. 618, Double 11 and other e-commerce “manufacturing” festivals, formed a huge The role of diversion is that more than a dozen promotional nodes can be reached throughout the year, and the “position battle” of the company’s past long-period preparations will be replaced by a short-selling “guerrilla warfare”.

Internet thinking strikes

In recent years, not only Internet companies like LeTV and iQiyi have competed to enter the color TV market across borders, but e-commerce giant Ali has also cooperated with Skyworth, Haier and other traditional color TV companies to follow up the TV field. Even communication technology companies like Huawei have started Layout TV, trying to eat smart home this one hundred billion level big cake. It can be foreseen that there will be more unexpected new players in the future, participating in the smart home TV platform, smart TV, and other smart home platforms, and these new players will also bring more traditions such as WeChat marketing and WeChat marketing. Enterprises can't catch new games.

Ovid Consulting's survey shows that in recent years, the overall net profit rate of domestic-invested companies has gone up and down at 3%, making corporate profits more difficult and industry pressure has suddenly increased. In the fierce impact of internet thinking, color TV companies have gradually realized that they need to focus on user experience. Changhong has put forward the “home Internet” strategy, TCL has tightly focused on entertainment marketing, built a user service platform, and analyzed user behavior. The traditional color TV companies are currently required courses.

How to deal with the entire period

Facing the great changes in the market, how can the color TV industry deal with it and be able to spend it comfortably? Dong Min gave several suggestions.

First of all, from the perspective of product structure, companies need to change from simple quantity to quality in the past and profit from product structure. Only by continuously upgrading the product structure and maintaining a high market share of high-end products, can we ensure the continued profits of the company.

Secondly, focusing on products, we can appropriately use the "single product explosion" marketing tactics to focus on product benefits, reduce production costs and maintenance costs, and increase profitability. From the point of view of the sales concentration of promotional models of major companies of the National Day this year, this is already the goal that major TV manufacturers are trying hard to achieve.

Once again, we must respond to the drastic changes in the channel and take the opportunity. Dong Min said that in recent years, the channel for e-commerce in the color TV industry has expanded rapidly, and it is actually the share of small-scale retail stores such as offline and small-scale chain stores. Therefore, color TV enterprises should follow the general trend when they arrange rural markets and realize channel sinking. In order to increase the proportion of e-commercial channels in rural areas, it has extensively allocated its own channels such as specialty stores.

In addition, companies should master new gameplay and approach users. You can use technologies such as internet tools and big data to solve the problem of information asymmetry in different channels and geographical areas and reduce the cost of channels; mobilize users to participate in product development and design to meet niche but high-value personalized requirements. Reduce the passing of value.

Finally, the use of new social marketing to drive sales, plus user attention. Taking music as an example, LeTV has not only played a role in rapidly expanding its scale, but also used socialized communication and word-of-mouth marketing to attract even greater audiences through the series of high-frequency social marketing campaigns since the sale of Super TV last year. The degree of social attention, so that the stock price also rose. To this, Dong Min emphasized that social marketing needs to be more systematic and serialized, and the most important one is to mobilize users' high participation.