Electricity Merchant Desert Survival model: Discover Super TV to conquer Hong Kong

Hong Kong is the dead point of the electric business enterprise. Countless people look forward to in this bustling place to put on a feast of wealth, but the end is a dream of Huang Liang. Is this a phenomenon that no one breaks?

October 9, a "subversion" of the domestic television structure of the Internet companies to break the strange, as the electricity business desert is called the Hong Kong market winners. 12 O'Clock Noon, 1000 Taiwan music video Super TV in the Lok Hong Kong Mall officially on sale. 9 of 38 seconds later, the Super TV sold out, only a myriad of super TV enthusiasts in the online discussion, exchange snapped up ideas.

9 minutes, 38 seconds! The first visit to the Hong Kong market, the video Super TV has turned over the results of Samsung, Sony and other traditional manufacturers can not be handed over! Why would it do that?

Revelation 1: Marketing first

The reputation of Hong Kong's "electric business Desert" is not a figment of the imagination. One of the most striking phenomenon is that in this economically developed international city, there are few successful electric dealers. The lack of support from local electricity companies has meant that some businesses are powerless to take the domestic popular approach of online snapping in the Hong Kong market.

Hong Kong has a deep-seated reason for becoming a power-merchant desert. The most important reason for the success of the electric dealer is that it breaks the limitation of the traditional shops, the user can 7*24 the shopping for hours. However, Hong Kong is too small to give full play to the advantages of electricity dealers. For example, Hong Kong shops closed late at night, the time advantage of the electricity business disappeared. The second is that Hong Kong's high housing prices and high human costs are the cost pressures that cannot be borne by the electricity dealers. What is more, the competitive price advantage of the electricity dealers in Hong Kong does not have any advantage because Hong Kong, as a shopping paradise in Asia, has a very low tax rate. In addition, Amazon, Taobao some shops also support logistics to Hong Kong, to meet the needs of some consumers.

But in this electricity merchant desert, the music sees Super television to be a cannon but red, becomes the only successful alternative? Home Appliance industry analyst Liu Buzhong believes that internet companies to subvert the color TV industry, it is worth the first aspect of Chinese color TV enterprises learning is "marketing awareness."

In marketing, the video super TV mainly uses the star and product marketing. Thanks to the music network platform, Xiaolu, Jacky, Yang Lan and other artists have taken the initiative for the Super TV platform. Wu in Weibo said: "Like my love watching TV aunt, really need to come to a!" First ordered, 10 units, the sister one one! "Under the network Big V and the star artist's dissemination, the music view Super television has not yet been harbor in the populace consciousness deeply rooted."

In product marketing, music depends mainly on the use of activities such as channels to achieve the purpose. August 22, the first visit to the "Hong Kong Computer Communication Festival 2014", the launch of the $99 Limited edition of 50 Super TV S40 Air "Limited beta" promotional activities at the same time, and in the video pavilion every day to hold a super TV "X50 Air price Subversion." The Auction! More than 100 Hong Kong fans have been lining up for a two-day night of television sales after the news was released, and at the auction, more fans have won the bid for the $6300 price.

To fuel the fire, le See also deliberately took out 100 test machines in Hong Kong market test. 100 Taiwan music video 4K Super TV X50 Air Tester in Hong Kong Lok View shopping mall within 2 seconds was robbed and empty, creating a 4K Super TV snapped up a new record, in the hearts of Hong Kong people have a very hard to brush a sense of existence.

Thanks to the early marketing and network Big V and entertainment star Artists Word-of-mouth Marketing, as the focus of Hong Kong people's discussions, the video Super TV has made a record of the October 9 visit to the Hong Kong market: 1000 Super TVs sold in 9 minutes and 38 seconds, seizing 10% of the Hong Kong TV market.

Revelation 2: Grounding gas

The success of the video Super TV in Hong Kong is also the success of the local music.

Super TV is a "tens of thousands of people dissatisfied, tens of thousands of people to participate in research and development, tens of millions of people to use, millions of people to spread" the principle of aggregation tens of millions of internet users intelligent television. Its success comes from the participation of the user.

Another manifestation of grounding gas is that Le Vision has formed a localization team. June 3 This year, Le Vision CEO Jia Yue Pavilion personally to the governor of the war. He posted a location on the company's Hong Kong office on Weibo, heralding the local team building. Photos show that Hong Kong office area is located near Victoria Harbour Bay. According to people familiar with the situation, joined Lok Hong Kong team are locals, familiar with the customs of Hong Kong.

The efforts of the team, which are built in the Hong Kong market, soon reflect the benefits of grounding. First of all, it is considered to be a suitable viewing habit for Hong Kong residents, and the X50air, which is launched at Hong Kong Le View Mall, is specially equipped with the UI version of Hong Kong, adopting all the traditional interfaces and creating a diversified local content for Hong Kong users. In addition, Lok Hong also increased co-operation with local companies, grounding gas.

Hong Kong is known and remembered for its co-operative ventures. and Hutchison Global Telecom to tie in with the LeTV Super smart TV S40 Air and X50 air sales, the special 3 home broadband for the purchase of Super TV Hong Kong users to launch a "4K home broadband Entertainment portfolio", Let the user experience the Super HDTV massive high-definition Internet content and the high speed broadband service brings the refreshing new film and television entertainment experience.

The performance of the more grounded gas is that music is also prepared to spend 300 million yuan to buy Hong Kong copyright, to provide users in Hong Kong, including sports, comprehensive arts, music and entertainment programs and other global 4K and 1080p full high-definition film and television content, so that users really experience the wonderful super TV.

The success of localization has made Super TV a "subversive of traditional TV forces".

Revelation 3: Seconds to kill the strength of the opponent

The market has won the popularity of Super TV before it entered Hong Kong, and the grounding products and services team made the Super TV win the expectations of Hong Kong users, but the ultimate success of the Hong Kong people to pay the bill is the power of Super TV.

No matter the time, the strength is the second kills All foundation. Compared with the traditional color TV brand, the video Super TV is a TV based on the internet gene, which is the unique "platform + content + Terminal + Application" vertical ecosystem. From the day of birth, Super TV has become synonymous with the "subversion" of the color TV industry.

The latest monitoring report by the third party Market Research Institute, which was released by Yee Kang, shows that this 1-August, LCD TV sales of 28.19 million units, down 6.6% year-on-year, retail sales 98 billion yuan, down 13.2%. But with the traditional color TV brand market accounted for the continuous contraction of the sharp contrast is that the music video TV Super TV market accounted for a continuous high-speed expansion.

This 1-August, the cumulative sales of video TV Super TV soared from 1.83%, 2.77% and 3.62% in the first quarter to 5.82% in August. From the brand-name sales rankings, the music video TV Super TV brand sales ranking has successfully ranked among the top 6, and the 5th gap is narrowing month.

According to the Austrian dimension data show, Super TV in all color TV brands ranked first, online sales accounted for more than 20% stable, sometimes to 30%, which means that the average network to buy every 4 TV, there is a super TV.

Facts have proved that strength is the best guarantee to win the market. Data from GfK show that traditional color TV brands such as Samsung and Sony are weak in the Hong Kong market, with 10 traditional TV brands selling only 14,764 units in the past August. As for the first flight in Hong Kong, it took only less than 10 minutes to sell 1000 TVs and become a commercial marvel.

Industry analysts believe that the first time the Super television to Hong Kong to win market recognition, is not a competitor how stupid, but because the lottery captures the Internet opportunity, through the "Platform + content + Terminal + Application" ecosystem redefine the television, to the television field rethink, only then finally makes the super television become "the National television" , thus making it the only successful sample of the electricity merchant desert in Hong Kong.