Konka's color TV business decline for one year

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Last October, it was the day of the new board chairman of Konka, Wushuan, and the Internet transformation of Konka was opened from the time he took office.

Over the past year, Konka for transformation played a set of combination boxing, strategy, push products, joint Tencent, Youku. See at the end of the inventory, Konka recently shouted out color TV promotions, to price war tactics impact of the annual performance, but also for the transformation effect Tim Fire.

From the Half-year report data, the current Konka transformation still did not see the effect, is still the backbone of the color TV business for the first time in two years slipped.

There are senior industry evaluation Konka one year of transformation said, the direction and road basic no problem, but the color TV industry is too special, the opportunity of manufacturing industry still need time, can not be immediate. This August, Wushuan in the Beijing News reporter interview also said, Konka transformation just beginning soon, still want to see the effect of later.

Fight a price war

Last chance to sprint performance this year

The third quarter just passed, immediately is the end of the year, to the final season of TV sales, but also the last opportunity of TV manufacturers sprint performance.

Recently, Konka announced in the second half of the TV sales period, Konka will start the "People wipe Zero action", the price range from 400 yuan to 1000 yuan, double a further promotion. Konka for the annual performance, offering a price war.

This is a nightmare year for color TV companies.

As early as the year, Skyworth Group President Yang Dongwen predicted that this year's domestic color TV market will appear for the first time in 30 years negative growth. Just past 11 Golden Week, this is the Color TV promotion festival, but the result is miserable. Data show that September 22 to October 5, Color TV retail volume of 4.37 million units, down 8.1%, retail sales of 16.5 billion yuan, down 15.6%.

On the contrary, the television industry's sales of music and television have been rising in the name of subversion. According to the latest data, the market share of the video TV super TV has soared from 1.83% in January to 5.82% in August this January-August.

It can be said that this year for each of the traditional color TV companies, the pressure is big, especially to the end of the performance ramp up. This is especially true for the new leadership of Konka, who has just arrived for a year. Last October, Konka holding shareholder overseas Chinese city shares vice President Wushuan the Chairman of the Board of directors, Konka internal growth of Vice President Liu Fengxi took over the post of President. Two people led the 2014-year Konka internet transition strategy.

With TCL, Hisense Diversified development ideas, Konka and Skyworth color TV business occupies the company's overall business of more than 70%, both can be said to be pure color TV enterprises.

In the past two years, the color TV industry by the music, millet and other Internet enterprises fierce impact. Konka around the color TV, the Internet transformation Program has been opened.

Konka before the Half-year report, the first half of Konka to achieve revenue of 8.398 billion yuan, down 10.86%, to achieve the attribution of the listed company's shareholder net profit of 45.3601 million yuan, the year-on-year growth of 11.87%, attributable to the listed company shareholders deducted Non-recurrent profit and loss of the net profits recorded 172 million yuan loss. Konka said, because of the color TV market sales and sales decline, the company's color TV sales revenue has a certain extent of decline, leading to the company's main business income and profits have been a certain extent of decline.

Obviously, the first half of the performance of Konka has not significantly improved.

A year of change

Pick up Tencent on TV

Konka is one of China's major color TV brands, the heyday of the 2002 before and after, when it was called the "nobility" of color TV enterprises. Subsequently, in the liquid crystal era to large screen TV transformation of the industry, Konka did not tread a bit, let Hisense, Skyworth, Tcl overtaking.

Over the past 10 years, the television industry in the period of change, several major color TV manufacturers have launched the Internet transformation. Konka is no exception.

Konka's transformation began last October when the new management took office. After four months of brewing, Konka to the outside world issued a transformation voice.

The first is March 18 this year, Konka called All distributors, in Beijing announced the Internet transformation strategy. August, Konka hand Tencent game, said the two sides will cooperate to push game TV, TV will be equipped with "every day" and other Tencent games.

August 18, Konka and Youku Potato launched a joint brand Konka gifted Cool TV, equipped with the Youku potato cooperation video content platform and the game platform with Tencent cooperation. At the same time, Fan Bingbing to become a new spokesperson for Konka TV, there is news that the endorsement fee of 15 million yuan.

Here, Konka also has done a few things. Including the end of the production of intelligent television, the United Sichuan satellite TV to do a new brand promotion.

"Konka has been doing two things this year, one is to use the Internet thinking and mode, will be konka into the Internet enterprises, the second is to reshape Konka brand." August 18, Wushuan, who is just 10 months old, said to the media, "Internet companies are not scary, internet-color TV companies more terrible." We don't do television, we do TV. ”

At that time he also said that Konka will invest 200 million yuan, covering television, internet and other online media, the implementation of brand remodeling project, for Konka internet strategy Landing escort. At present, Konka Intelligent TV users have reached 3.7 million, of which active users 1.06 million. "Konka Color TV is the goal of the next 35 years, the cumulative active users to achieve tens."

Transformation gains and losses

A bit behind a competitor

Konka transformation, a very real problem is that the time is a bit late, a little back.

These two years, the color TV sales aihongbianye, Skyworth, Hisense, Tcl began to try to transform in 2012, Changhong also put forward a complete set of home Internet strategy.

In terms of time, Konka into a system of transformation compared to the opponent a full year, naturally, the transformation of the tree image, Rob site, competition for users, spell sales also behind a bureau.

Unfortunately, Konka in the Internet transition slow one year, just want to exert the time happened to encounter the most strict radio and television supervision, Sarft ordered the next TV video app. The consensus in the industry is that in video, games, education, electric business applications, video applications for television users the most attractive, but also the most competitive smart TV selling point, and just the radio and television here added a door, to combat the enthusiasm of manufacturers to promote Internet video.

After Konka and Youku launched a joint brand TV, with Youku video platform. Beijing News reporter learned that the September, Youku has stopped the service of the TV-side app.

In addition, before the new management, Konka in September 2013 in the industry's first launch of Internet brand KKTV, in order to intercept the Internet enterprise music, millet attack, but this year's news about the brand rarely appeared. In comparison, the next step than Konka published Internet brand "Cool Open" Skyworth, in the dual brand strategy gradually touch the doorway, in addition to the price closely follow the music of millet, marketing to cater to the, and Ali, Huawei have cooperation.

Household appliance Industry Observer Liang said, Konka transformation or lack of systematic, from KKTV to later easy TV, bearing the transformation of the brand one year two change, not coherent. On the product, at first too much emphasis on hardware configuration, and for consumers, the level of television configuration is not so critical. To this August, Konka finally began to emphasize the game and video content, put forward entertainment brand positioning, but TCL as early as a year ago through the intensive publicity bombing, the positioning of the popular entertainment.

In the senior industry personage Liu Haoqing View, Konka this year transformation direction and the way basically no problem, just color TV industry is too special, the opportunity of manufacturing industry still need time, cannot be immediate.