Le view small Mira low overall color TV price 10% intensified industry shuffle

A set of numbers once again makes the traditional TV brand uncomfortable. According to the Austrian Dimension Consulting (AVC) recently released data show that 2014 China's color TV sales fell 5.6% to 45 million units, 2013 to 47.79 million units. The forecast, 2015 China's color TV sales will continue to decline for 2014 years, sales will fall to 44.29 million units.

No increment of the color TV market, is ushering in a group of new "predators." From the forecast of third party data, le Vision, millet sales will be up to 1.8 million units, 400,000 units, although the total sales accounted for only 2% of the overall TV market, but its growth rate or will break the original pattern of color TV brand.

At present, China's color TV brand first camp by Hisense, TCL, Skyworth, Changhong, Konka, Changhong, Haier control, occupy the overall color TV market more than 70% of the share, but their share is more average. "If it is to achieve the 3.5 million set of sales target in 2015, occupy 8% of the market share, will be expected to break the brand pattern for many years." "A senior industry analyst thinks.

Price competition: The traditional TV brand "follow war"

40 inches 1999 yuan, 50 inches 2999 yuan, 60 inches 4999 yuan ... The traditional color TV companies that have been on thin ice are hard to imagine, these close to or even lower than the cost of color TV, Lok vision, Millet lasted more than a year.

This may be a new brand to seize the market share of an effective way, music to the new senior vice President Peng Gang has said that low price is the best tool to achieve sales performance.

Le Vision also tasted the sweetness, according to the third party market research institutions in the SEPTEMBER Monitoring report of the health, the traditional brand TV sales continued to decline, the music video TV monthly sales breakthrough 200,000 units, become the only contrarian growth of the TV brand.

Traditional TV brands worry that the continued "low price" of music and millet will gradually affect the user's expectation of buying the price of the TV set.

"It is the most dreadful." "Skyworth's internet brand cool TV," said the director of Sohu it, consumers will think 50-inch TV price must be less than 3000 yuan, 40-inch TV less than 2000 yuan.

If you take a price following strategy, sell below the cost price. For a company selling hardware is undoubtedly a loss. Skyworth Group vice President, color TV Division president Liu Yan Branch has received an interview with Sohu it said, music, Millet has been pulling down the overall price of color TV 10%.

According to the Austrian Dimensional Consulting (AVC) data show that this January-November, the overall price of color TV prices of 3271 yuan, a decline of 9% in 2013, June 2014 for the year's lowest price below 3000 yuan. Music video, Millet in 50 inches, 60 inches to the price of traditional TV brand impact.

From the price of various brands of color TV, music from 2013 to 4290 Yuan to 3379 yuan; traditional TV sets have a different degree of decline, of which, TCL, Changhong, Konka's average price has fallen below 3000 yuan. In this year's double 11, the TCL49-inch 4K TV has fallen below 3000, even lower than the Le view price.

Competitive strategy change: being the protagonist

Next year the competition between color TV brands becomes fiercer as the overall market declines. For Skyworth, there is only one word to deal with this situation: Rob! "Liu Yan has publicly stated that" only by seizing the share can we ensure that Skyworth's share is not lost or even expanded in a market without growth. ”

As with Skyworth, the traditional TV brand will not easily cede share to the hand. In order to intercept music, millet with a few models with their own multiple models of competition, the traditional TV brand to take the line through the son brand and music, millet rivalry. Tcl and Archie Art, Mango TV launched tv+ TV, Skyworth son brand cool TV and Haier Mooka, Konka KKTV.

According to TCL released data show, TCL Archie Art tv+ TV sales target of 1.5 million this year, and almost music video sales. and Skyworth online brand cool open sales will reach 600,000 units.

"With the line of child brands and music, millet competition, not only to ensure that the overall price system will not be impacted, but also to attract the younger generation of consumer groups, for their own internet transformation open Xinjiang." "We will not be with who millet, music as the low price strategy, we want to be the protagonist." ”

A phenomenon is, since the second half of this year, Skyworth, TCL, Hisense and other traditional TV brands, began to the public's view from the price to the new technology transfer, "gled, uled, curved television, quantum dot TV, a number of new concepts of television."

Business model Competition: selling content is no longer a pleasure-viewing patent

In the music, millet and traditional TV brands in the price, competitive strategy of the game, another business model is being staged.

Le video television has proposed "not rely on the content of hardware to make money" business model once let traditional enterprises panic, "color TV companies rely on hardware to make money by what live?" "This is the question of all the traditional color TV companies.

Soon, traditional color TV companies began to imitate and think. "Le video tv less than 2 million units, our annual sales of more than 10 million units, more platform base." ”

TCL Multimedia CEO Shanyi says TCL will turn the profit of hardware and content services into 1:1 over the next 5 years. TCL TV launched a "Global TV online" service at the beginning of this month, where users can see the video at home, and viewers pay for the movie by clicking on matching ads.

It is reported that the global broadcast as TCL Group Independent operation of the company, the use of divided mode and content, the distributor cooperation. Like the idea of the music, TCL TV will receive advertising revenue in the future.

Skyworth TV, with the southern media, excellent friends opened the "Live Hollywood" column, according to Skyworth official revealed that each year can produce about 30 million of the demand income.

Although the traditional television companies imitate music to open up the content on demand and advertising business model, but the difference between the music and traditional TV is that music is sold through the television content, and Skyworth, Tcl is the content to sell TV.

Next year, the music, millet and traditional TV brand of the positive competition will be more intense.