Whether Millet TV can survive will take three Tests

From the network disclosure of products from the shell, and then through the China Quality Certification Center 3C certification. Although millet high level on the topic of millet television has been avoided, but all the information indicates that millet is about to enter the intelligent television industry.

But the experts believe that the mobile phone and the traditional household appliances industry, the difference between the logistics distribution and consumption concept are huge differences. Facing the most competitive TV industry in the home appliance industry, whether millet TV can survive depends on its ability to withstand products, brands, content triple life and death test.

Test One:

How products come out of homogeneity

Reporter in China Quality Certification Center inquiry found that millet TV 3C certificate, its product model for L47M1-AA, which seems to confirm the previous Chuan Millet will push 47-inch Smart TV.

Although Millet has achieved a certain success in the field of smartphones, but in other product areas, the development is not satisfactory, before the Millet box was sold at the beginning of the sale of the embarrassing situation. This also led to some industry experts on the prospects of millet TV decline, especially the millet TV to the size of the choice, so that it can be more and more homogenization of the television industry to break through a layer of shadow.

"47 inches is a rather odd size. "Home Appliance Analyst mode in Beijing, said that the size of the development of millet TV will be very unfavorable." At present, the television size is mainly concentrated in between 40-50 inches, all color TV companies have a large number of different models of products, product competition is very fierce, price wars frequently. "If the millet TV wants to use the low price strategy of the millet handset, then 47 inches choice is very irrational." ”

Beijing Commercial newspaper reporter in the home appliance store, found that at this stage of the major color TV companies and IT companies continue to introduce Smart TV, but the products are basically the same, whether the size or function are not too big difference. For Millet TV, if not the introduction of a special feature of the television to break the homogeneity of the dilemma, then its television dream will be more and more distant.

Test Two:

How content services Break natural disadvantages

With the deepening of the IT of TV content, the content has become the key factor for consumers to buy smart TV as well as after-sale service. and millet TV want to base on the market, how to fill in the logistics, after-sale system and content of the blank is particularly important.

Last year, the smart TV industry is still dominated by traditional household appliances manufacturers, and the industry has just started, but many companies have already found the content and application of the key, many companies to invest in their own application centers, and video sites to jointly launch content services. such as Skyworth combined with the introduction of "straight to Hollywood" service, video Super TV has its own film and television resources, application market. But for millet, all this will be from the beginning.

In addition, TV as a traditional home appliance products, its after-sales service is very important. Logistics, television logistics and mobile phones are completely different, television needs more stringent, professional logistics and distribution. In the installation, maintenance and so on, but also need to install, commissioning, problems after the need for after-sales personnel door-to-door repair services.

This makes Millet mobile phone logistics system, after-sales service system will not be able to assist Millet TV. Industry experts also pointed out that the after-sales service is the most attention to millet TV, because once the after-sales service problems, not only will make its color TV products affected, and will be associated with the entire millet brand. and millet if take advantage of other home appliance enterprise After-sales service, then easily be controlled by competitors.

Test Three:

How brands get rid of excessive marketing

Millet mobile phone by virtue of "hunger marketing" has achieved great success. The so-called hunger Marketing refers to the intention of the commodity providers to reduce production, in order to regulate the supply and demand relationship, create the illusion of supply, maintain higher prices and profit margins, in order to maintain the brand image and enhance the value-added products.

However, hunger marketing does not apply to all products. Relevant marketing experts believe that the enterprise to adopt hunger marketing approach is the premise of its product brand and quality has sufficient appeal, and then use of hunger marketing to make its product value and appeal to multiply, for the future continue to lay the foundation for continued sales, while establishing its customer group brand loyalty. Obviously, Millet does not have this influence, millet mobile phone from the release, about paint, automatic restart, crash, poor signal complaints have been constantly, the consumer scale disease.

If the millet TV after the introduction, hope that through the marketing of hunger through the way to achieve product sales, it will be doomed to be difficult to succeed. Hong Shibin, executive director of the Marketing Committee of China Household Appliance Business Association, said television and mobile phones were two completely different products. Television pay more attention to the overall use of the family, usually using the cycle of more than five years, while the mobile phone is a personal fashion fast sales, the use of the cycle of 13 months or so, if the millet TV rely on hunger marketing, then doomed to failure.