After frequent "air strikes" emerging Internet companies, traditional television giants have gradually gained their soil and divide the online and offline brands in an attempt to open the second battle and regain the initiative in the market smart online TV.
TV giants in China separate online and offline brands
On April 1, the online brand aistrike the TV manufacturer Skyworth announced independent operation, assuming that "pioneer" in the operating Skyworth Internet TV. The smart TV product in its early stages after independence of "Coocaa" exclusive offer from the interface of the experience for the three types of people, including children, seniors and youth by an intelligent display, meet content requirements and habits in the use of different groups. It breaks oriented young mentality Internet TVs on the market and incorporates the requirements of the two groups of children and seniors. According to the president of Wang Zhiguo , the essence of the competition is still product innovation.
TV Internet requires not only breakthrough, but also recognition of the experience of the user. Lately, "KKTV" online brand Konka established independent functioning well, the aim was to create another Konka. The strategy of "KKTV" is to promote earlier "sale on television" in cooperation with Internet companies to "make television" cooperation. According to the concerned officer of the Company, the brand will collect data from the user demand, in reverse customize configurations, functions, modules and combination of applications, integrate services applications for film and television, games, music, shopping, education and life on Ali platform via Taobao, a platform to meet major users individualized applications for younger users.
Dismantling online brands the above companies indicates that the television industry has given preliminary achievements in the "water test" the market smart.
Faced test online competition
In 2013,
LeTV,
mi.com and other Internet companies marched in the market of smart TV in succession. In 2014, the super TVs LeTV sales volume has reached 1.5 million, the fulfillment of its annual sales target one month in advance. In order to capture the big screen in the living room, Internet companies frequently broke the back of the smart TV market price and won the support of the many fans of the cost of expensive equipment, method-pipe, charged content, etc.
"Meet impact, Konka, Skyworth, Changhong, TCL and other TV magnates began to create different online internet TV brands traditional masters brands targeting new application and purpose profile Internet consumer group to face competition." say
this Agency in ShanghaiCurrently, online trademark solo in the television industry have been empowered staff, business and finance and competition face test online more directly, starting to "fight against" LeTV, mi .com, etc. Given the changing costs of most concern to market online, just after mi.com released a 40-inch television in the price of RMB1,999, "Coocaa" price of its new 43-inch TV product is RMB 1999, making her popular strategy the high cost of more aggressive performance. In terms of marketing, "KKTV", "Coocaa" and so on have adopted online sales resources on Tmall.com,
JD.COM etc., subscription sales, limited sale, etc., which greatly reduces cost channels and standing in the same starting line with Internet television businesses. Regarding production, and KKTV were relying on the superiority of the television production of the parent company over to LeTV and mi.com adopting OEM production mode.
Robust processing and disposal of the market
According to the analysis of the expert, fierce online battle of sub-brands in the television industry is following the consideration of multiple factors such as short-term, long-term scale and benefit, reflecting the ideology Strategic television giants in the search for stability improvement.
Digital plan
On the one hand, it aims to rapidly increase the quantity and expand the scale. Last year, the global television market in China has experienced negative growth. A total of 44.61 million televisions were sold, down 6.6 percent on a year to year basis. This year, global sales of television should be pessimistic. Compared to a slowdown in the offline market, sales of televisions on the market were in line rise.
550,000 TV sold
In 2014, the volume of online sales reached 7.87 million, representing 18 percent of all channels. Therefore, if the intention of strengthening market share and even transform the market model, national television undertakings excessive competition are required to power the online sales, which is considered the key tactics. For example, "this Brand" sold 550,000 TVs last year while its volume of online sales in the first two months of this year has reached 200,000 sets with its annual sales target set at 1.5 million euros for this year.
Chinese Greatest Business opportunities
On the other hand, it aims to advance the transformation and the struggle for greater business opportunity. According stroke estimate, the annual value of Smart TV equipment sales is approximately RMB150 billion yuan and the annual value of content and application of smart TV is about RMB 300 billion yuan. Under Internet economy, the pace of the television industry wins by hardware gradually not work and some new incomers make great efforts to sell the television equipment regardless of the cost to establish public praise and occupy the users. Possessing operational users, it is in possession of strategic assets. For example, great TV LeTV generated a strong correlation with users in a sustained manner by offering value-added services for users worthy instead of winning by the hardware, which is in possession of several cost-effective models of content, service, advertising and application. However, the transition from a television company at the new business model tradition is unable to perform an action. This is a positive and reliable choice for driving it from a sub-brand and create a repeatable experience.
Digital Agency in China Shanghai
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Posted by Marketing Chine on dimanche 4 janvier 2015
