How does Sharp TV work out a combination of punches in the "sea of ​​blood"?
Recently, the 8th China National Grid Purchase Summit hosted by the CCID Research Institute and China Electronics News Agency was successfully held in Beijing. The forum focuses on "new household appliances, new kinetic energy, and new retail" to jointly discuss the development trend of the next home grid purchase market. As we all know, in recent years, due to the impact of the online home appliance market on the offline market, the competition between various home appliance brand manufacturers in the channels has become increasingly fierce, especially in the flat-panel TV market, which has been in the fierce competition, it is like a "sea of ​​blood."
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At first, due to the participation of Xiaomi and LeTV, the spoils the flat-panel TV market, causing many manufacturers to continue to suffer the impact of price wars. However, as Xiaomi and LeTV’s mistakes in the model gradually evolved, the prices of their respective products have been constantly raised. . It is understood that from 2012 to 2015, LeTV's profit margin has dropped from 16% to about 0.7%, and content paid in name only. On the contrary, brand manufacturers such as Sharp and LG, which possess certain brand advantages and have taken an advantage in the industry chain, have begun to break through the bottleneck of the joint venture market for many years and return to the attention of everyone.
The "outsiders" who only make a stunt are facing the risk of falling behind. Some Internet TV brands have relied on cost-effective advantages to seize a certain market space. Many consumers are also called these "high-end configurations, moderate prices" or " The "free of hardware" model appeals. This kind of marketing model is also called by some manufacturers as the thinking of Internet operation. The more representative brands are Xiaomi and LeTV.
Under the misdirection of these two manufacturers, many “foreigners†followed the trend and entered the TV market, and they were deeply immersed in the misunderstanding of “hardware transfer and content compensationâ€. Never thought that the core of the TV industry is not just relying on content output, and the demand for product technology and hardware quality is still the key.
This is like the current hot VR industry, many VR vendors excessive pursuit of content appeal, but ignore the hardware is the basis for carrying VR display content, the same theory is switched to the TV industry is the same. For example, "the father of LCD" Sharp, is now adhering to the 10th generation line as the core flat-panel TV industry upgrade strategy, and gradually seek more right to speak. Sharp's advancement in panel technology is mainly reflected in IGZO technology.
With the development of large-size flat-panel TV market, Sharp's advantage will be further presented. According to data from the 2016 China National Grid Purchase Analysis Report, the retail sales of 65-inch and above flat-panel TVs accounted for more than 10% last year, a year-on-year increase of 271.9%. At the same time, in the report, Sharp LCD-70TX85A smart flat-panel TV, as a 70-inch Internet TV, was also named 2016-2017 China National Grid Buying Popular Product Award.
Product quality and marketing innovation complement each other to create "combination heavy punches"
Thanks to the fact that the domestic market environment is in the context of consumer upgrading, the quality requirements of consumers for TV products are gradually increasing, but good products naturally also need more advanced marketing strategies to be able to reflect, especially in marketing. Online market.
The online market can be said to be an important growth point in the television industry. According to relevant analysis data, last year, China’s flat-panel TVs saw a “decrease in volume,†but in the online shopping market, “amount of money has increasedâ€. The online flat-panel TV retail volume increased by 38% year-on-year, and online retail sales increased by 27%.
According to related industry sources, Sharp's target sales volume in 2018 will exceed 10 million units. To achieve this goal, in addition to grasping the quality of its own products, further marketing efforts are needed to obtain more. Online market bonus.
In the second half of last year, Sharp took advantage of marketing several times and achieved good results. It is understood that Sharp adopted a new model of "star + live + e-commerce" and achieved marketing innovation. Like in last year's "Double 11" campaign, Sharp successfully invited Xu Weizhou, Zhou Weiqi, Zhang Yue and many other star coffee guests to the living room of the Internet, and successfully opened the Taobao broadcast form of "seeing and buying" to make consumers feel refreshed. .
For this reason, Sharp's new store for the first time participated in Tmall's “Double 11†Carnival Night event, and its turnover exceeded the one hundred million yuan mark. Then on the day of "Double Twelve", Sharp Tmall Store not only ranked first in the sales ranking of 70-inch and 60-inch TVs, but also won the top spot in TV sales.
In addition, Sharp is the official partner of the singer 2017 of the recent hit program, and the old user redemption activity initiated by him has also become a hot discussion topic. The related Weibo topic # Sharp, brought back nearly 65 million readings of New Happiness #. It can be seen that in terms of topical marketing, Sharp's recent performance is also very good.
Written in the end, the future, such as millet, LeTV in the early stage with high cost-effective manufacturers, fear it is difficult to maintain this kind of advantage for a long time, but like Sharp can continue to integrate through the industry chain resources, and continue to enhance the ability of marketing innovation, Perhaps it is the best benchmark for the future development of the television industry.
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At first, due to the participation of Xiaomi and LeTV, the spoils the flat-panel TV market, causing many manufacturers to continue to suffer the impact of price wars. However, as Xiaomi and LeTV’s mistakes in the model gradually evolved, the prices of their respective products have been constantly raised. . It is understood that from 2012 to 2015, LeTV's profit margin has dropped from 16% to about 0.7%, and content paid in name only. On the contrary, brand manufacturers such as Sharp and LG, which possess certain brand advantages and have taken an advantage in the industry chain, have begun to break through the bottleneck of the joint venture market for many years and return to the attention of everyone.
The "outsiders" who only make a stunt are facing the risk of falling behind. Some Internet TV brands have relied on cost-effective advantages to seize a certain market space. Many consumers are also called these "high-end configurations, moderate prices" or " The "free of hardware" model appeals. This kind of marketing model is also called by some manufacturers as the thinking of Internet operation. The more representative brands are Xiaomi and LeTV.
Under the misdirection of these two manufacturers, many “foreigners†followed the trend and entered the TV market, and they were deeply immersed in the misunderstanding of “hardware transfer and content compensationâ€. Never thought that the core of the TV industry is not just relying on content output, and the demand for product technology and hardware quality is still the key.
This is like the current hot VR industry, many VR vendors excessive pursuit of content appeal, but ignore the hardware is the basis for carrying VR display content, the same theory is switched to the TV industry is the same. For example, "the father of LCD" Sharp, is now adhering to the 10th generation line as the core flat-panel TV industry upgrade strategy, and gradually seek more right to speak. Sharp's advancement in panel technology is mainly reflected in IGZO technology.
With the development of large-size flat-panel TV market, Sharp's advantage will be further presented. According to data from the 2016 China National Grid Purchase Analysis Report, the retail sales of 65-inch and above flat-panel TVs accounted for more than 10% last year, a year-on-year increase of 271.9%. At the same time, in the report, Sharp LCD-70TX85A smart flat-panel TV, as a 70-inch Internet TV, was also named 2016-2017 China National Grid Buying Popular Product Award.
Product quality and marketing innovation complement each other to create "combination heavy punches"
Thanks to the fact that the domestic market environment is in the context of consumer upgrading, the quality requirements of consumers for TV products are gradually increasing, but good products naturally also need more advanced marketing strategies to be able to reflect, especially in marketing. Online market.
The online market can be said to be an important growth point in the television industry. According to relevant analysis data, last year, China’s flat-panel TVs saw a “decrease in volume,†but in the online shopping market, “amount of money has increasedâ€. The online flat-panel TV retail volume increased by 38% year-on-year, and online retail sales increased by 27%.
According to related industry sources, Sharp's target sales volume in 2018 will exceed 10 million units. To achieve this goal, in addition to grasping the quality of its own products, further marketing efforts are needed to obtain more. Online market bonus.
In the second half of last year, Sharp took advantage of marketing several times and achieved good results. It is understood that Sharp adopted a new model of "star + live + e-commerce" and achieved marketing innovation. Like in last year's "Double 11" campaign, Sharp successfully invited Xu Weizhou, Zhou Weiqi, Zhang Yue and many other star coffee guests to the living room of the Internet, and successfully opened the Taobao broadcast form of "seeing and buying" to make consumers feel refreshed. .
For this reason, Sharp's new store for the first time participated in Tmall's “Double 11†Carnival Night event, and its turnover exceeded the one hundred million yuan mark. Then on the day of "Double Twelve", Sharp Tmall Store not only ranked first in the sales ranking of 70-inch and 60-inch TVs, but also won the top spot in TV sales.
In addition, Sharp is the official partner of the singer 2017 of the recent hit program, and the old user redemption activity initiated by him has also become a hot discussion topic. The related Weibo topic # Sharp, brought back nearly 65 million readings of New Happiness #. It can be seen that in terms of topical marketing, Sharp's recent performance is also very good.
Written in the end, the future, such as millet, LeTV in the early stage with high cost-effective manufacturers, fear it is difficult to maintain this kind of advantage for a long time, but like Sharp can continue to integrate through the industry chain resources, and continue to enhance the ability of marketing innovation, Perhaps it is the best benchmark for the future development of the television industry.
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