The electric Dealer website competes for the television shopping entrance brand television manufacturer or is elevated

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Original title: Electric quotient + household appliances in the cross-boundary mode dilemma

The color TV brand suddenly became a sweet pastry. With the increase of the penetration rate of the intelligent TV and the gradual rise of the TV shopping way. As the only port of TV shopping, the right to implant inside the whole machine has become a hot spot for the major shopping websites.

The electric Dealer website competes for the TV shopping entrance

The time for free delivery has finally arrived. In a shopping website called "Sofa shopping", the word "TV does not Pay" is impressively written. It is understood that this home appliance business website and domestic color TV enterprise Skyworth signed a cooperation agreement, in Shenzhen, "buy vegetables to send TV" huimin activities, the user minimum only 3999 yuan prepaid, you can get the market price of 3999 yuan Skyworth 42-inch Full HD LED intelligent TV, The prepaid amount can be used in the sofa shopping mall, can buy daily, food and other products.

Such "recharge" to send product cases in the mobile phone industry is common, but in the field of television is the first time. So the Netizen appraises that, the intelligent television "0 Yuan buys the machine" the time arrives. Skyworth Group spokesman Li Cong to respond that this is only the business unit in the terminal implementation of a set of promotional programs. is to increase sales. From the current situation to see TV is not free to send. Home Appliance analyst Liu Buzhong also said that this year's color TV company sales pressure can not be underestimated, will be through a variety of bundled sales of the way to open the market. Such free and previously discussed in the industry only pay subscription fee, free watch TV "free" is not a concept.

In addition, the sofa also said that currently with Skyworth, TCL, Changhong, Konka, Haier, Lenovo, Sharp and other television manufacturers signed a strategic cooperation agreement, the use of pre-installed way to implant a full range of intelligent TV, occupy more than 70% of the market. However, Tcl, Konka Public relations officials are not aware of this activity. Not to mention 70% of the specific figures. Liu Buzhong pointed out that the electronic business site exaggerated publicity, is to increase brand influence. Hope that the color TV enterprises can be "herd" psychological impact, increase cooperation opportunities.

Sofa to choose the traditional machine brand, China international radio channel's TV shopping channels around the world to choose the video holding of the Network wine network. The two sides to the television shopping content implantation cooperation, and will work together to create multi-platform integrated column "Global Network Wine", as a basis for further product sales related cooperation. Digital New media industry analyst Su Liang pointed out that the global Shopping Choice Network Wine Network is also the value of television in the color TV market stock and incremental market, the same way of cooperation, in fact, are robbed of smart TV sales port.

Branded TV makers or being elevated

Data show that in the first half of 2014, the domestic intelligent TV penetration rate reached 56%, activation rate reached more than 77%. Hardware and software manufacturers have been competing for intelligent TV as the core of the living room terminal entrance, trying to pass the smart TV, in the living room terminal to rapidly expand the user base to form a platform effect, and then in value-added services, advertising, E-commerce and other aspects of exploring new development space.

Although the "TV hardware free age" argument is arbitrary, but the data company's nine-time party president Wang Yushou said, "Free hardware business model is not yet mature, but the future is certainly a trend, the future of color TV manufacturers will be impacted." "In this, Lee from want to say, no matter what kind of business model, television always have enterprise production, this is the color TV manufacturers profit point."

Have not named the electric business Enterprise told reporters, in the future to reduce costs, electric business enterprises sent out of the color TV may choose OEM Color TV Enterprise products. Such brand color TV manufacturers are overhead, brand color TV market sales will encounter new forces.

Changhong Group spokesman Radian bluntly refuted such a statement, "Smart TV key components including chips, procedures are in the hands of the machine, this is the OEM enterprises can not match." OEM products can not be the same as brand manufacturers, not to mention the impact of brand manufacturers have a market. In addition, he points out that "free products are a psychological problem that is not favored by consumers." ”

In recent years, domestic enterprises have made great breakthroughs in industrial design and functional development. The gap between the products of foundry Enterprises is getting bigger and larger. Liu Buzhong that, the electric business enterprise releases the aerial brand manufacturer's speech, the goal is the side stimulates the machine enterprise to accelerate with the electric business cooperation. He also suggested that machine manufacturers improve their product competitiveness, improve the application of intelligent television experience, pull large OEM products and brand products, the gap is to enhance the competitiveness of the core approach.

Cross-border cooperation looks beautiful.

Such cooperation, with the SARFT rectification of Internet TV content market has a certain relationship. Since June this year, SARFT issued a kill order, demanding illegal video website content and app for the next shelf. Compared to the previous, the content of the Intelligent TV channel is limited to a certain extent, compared with the previous content of the rich degree of reduction. Liu Buzhong that, "The content is king, the color TV provides is the visual content impact and the experience, this is also the consumer buys the most outstanding reason." "From past experience, when the content is restricted and the sales are affected, companies will attract consumers by other means, such as TV shopping, video games and so on."

But whether the marriage is really as stone as the partners expected, not only to open the machine market can increase the browsing volume of shopping sites and significantly improve conversion rate? It is understood that the domestic investigation agency Eric Consulting data show that the Chinese watch TV time is gradually decreasing, television viewing the age structure of the crowd began to "aging", The mainstream population is over 40 years old. But the TV shopping crowd is younger trend.

"Cross-border cooperation is a seemingly beautiful design and blueprint." However, the problem of the crowd is not consistent, television mainstream watching the behavior of the crowd change is very difficult. "AI Media Consulting chairman Zhang Blunt.

Even if cross-border cooperation, the conversion rate of the shopping site can not be improved. Under the premise that the electric dealer cannot make a big profit, the suitable partitioning mode is difficult to achieve. The sofa is not disclosed in the purchase of the current and partner-sharing mode. But with the cooperation of an unwilling to be named color TV business owner told me that the free is actually a part of the cost of electricity manufacturers, color TV enterprises assume part, but the TV conversion rate is low. The commitment is lower, and there is no continuity of such cooperation.

In addition, the use of remote control TV shopping operation of the physical examination is not ideal. Household appliance Industry observer Liang introduced, in fact, many color TV manufacturers in the machine also built-in shopping function, but the next single, input address and other processes, with remote control operation and cumbersome, the use of a very poor experience. After 85, the people feel that the operation is not easy, for the elderly TV viewers, more difficult.