When the color TV is no longer competing with product quality, brand and amount, and only comparing sales, the seeds of the industry crisis have already been planted.
After each Internet brand day or after the e-commerce day, the circle of friends will have a feast of various brands of data, data warfare from the previous use of third-party platform data to tear, and now use their own statistical data to advocate, more and more lively.
The lack of monitoring standards and the freedom of information dissemination, everyone has a distribution channel, all of which are data companies, data use costs are getting lower and lower, authority is also greatly weakened, has reached an uncontrollable point. The color TV industry has also been pushed to the edge of the cliff, and this time, it may have a direct impact on some brands in the second-tier camp.
Bad data played by internet brands
In the past two years, as the brand days of major brands and the electronic business days of Suning, Gome, JD, Tmall and other channels have gradually increased, there are more and more cases of grab sales. Take September, September 8th, PPTV brand day; on September 9th, the two major brands of micro-whales and loyalty days, but also the country's US electricity supplier day; September 19, Le as brand day.
On these brand days and e-commerce days, in addition to the fact that the brands will engage in promotions, other companies will also follow suit. Before the Internet brands entered, TV sales mainly relied on several golden nodes such as Yuanchun, Mayi and Eleven for promotion; after Jingdong Tmall intervened, Suning States and the United States were added, and E-Commerce Day became a promotional node; during this period, LeTV and Xiaomi, Popular, micro-whales, PPTV, and loyalty Internet brands have stepped in and launched brand day activities.
Color TV promotions have become commonplace, publicity and competition are the first, and sales are increasing.
On the day of the few Internet brands that just stopped, on the 8th of September, PPTV's main event of the “hardware 0 yuan purchase†PPTV Super Brand Day event opened simultaneously in nearly 1600 stores of Suning Tesco, Maoning Store and Suning Line. As of 0:00 on the 9th, a total of 351,000 Poly-PPTVs were "sent".
On September 9, on the day of the brand of micro-whales, the sales of the micro-whales to the author were more than 30,000 units, indicating that they were not water-spike data.
On September 9th, it was also the brand day of the day. The total channel sales exceeded 79,000 units. The company that only released new products on April 21 has currently sold more than 500,000 units.
The same September 9, is the United States led the "9.9 Super Welfare Day", although the color TV sales data has not yet been announced, but including foreign brands such as Sharp Samsung have lowered the price, other brands also participate in them, color TV sales certainly It is also a breakthrough historical data. On the same day, Skyworth Shanghai Branch only sold 53 high-end OLEDs, which was previously unimaginable data.
Next, on September 19th, LeTV’s theme was “Buy TV and send O Yuan to Super TV.†The goal is sales of 4 billion yuan, and last year it was 1.78 billion yuan. If we refer to the data in the first half of this year, LeTV’s total sales amounted to RMB 2.32 billion, and Super TV sold over 549,000 units in a single day. It is simple to estimate that this year's 919 LeTV's single-day sales are expected to hit one million units, and there will be a conservative 600,000+.
The sum of PPTV, micro-whale, sage, and music as of September's different single day exceeded 1 million units or touched 1.5 million units. That September, these Internet brands are ready to break through 2 million units? Or break through 300 million units?
In addition, there are other brands such as Hisense, Skyworth, TCL, Changhong, Konka, Samsung, Sony, Xiaomi, etc.?
As a result, in the entire September, if the industry’s most authoritative third-party data companies Ovid Cloud Network and Zhong Yikang’s overall monitoring of color TV sales did not reach 6 million units, it would not be normal.
To know that China's color TV industry, everyone is predatory development of the stock market, and did not add much volume. According to AVC data, the retail volume of China's color TV market in 2015 was 46.74 million units, which is equivalent to less than 4 million units per month. The same is the data from Ove Cloud Network. In July 2016, the color TV market was briefly analyzed. In July, the sales volume of color TVs was only 3.47 million units. In this regard, the probability of reaching a scale of 6 million units in September alone is quite low.
Is it right? Some brands are deliberately mixing water, consumers need to carefully consider.
Color TV industry may be forced to shuffle
The addition of Internet brands such as LeTV, Pop, Little Whale, PPTV, and Watching, the TV market is indeed bustling. However, due to the predatory development of the stock market, rather than the incremental pioneering development, the color TV industry is not as good as one year. Even if the gross profit margin of certain color TV products is still high, the overall net margin level has been hovering low.
The phenomenon that the color TV industry does not increase its price increases is particularly evident after the above-mentioned Internet brands have entered.
According to Ove Cloud Network, the retail sales volume of the color TV market in the first half of 2016 reached 23.51 million units, an increase of 6.9% year-on-year; retail sales amounted to 71 billion yuan, a year-on-year decrease of 4.0%. It is expected that the volume of retail sales in China's color TV market will reach 26.42 million units in the second half of 2016, a year-on-year increase of 5.7%, and retail sales will reach 153.1 billion yuan, a year-on-year decrease of 3.6%.
The situation of the company is the same as the industry, and even worse. To make matters worse, the price of the upstream LCD panel is still rising. It is ugly to say that everyone is confused with no profit to see who can win.
The data splinter by internet brands will disrupt the normal rhythm of the market to a certain extent. For Hisense, Skyworth and TCL in the first camp, there is pressure but the risk is smaller, but for Changhong and Konka, the next step is. These Internet brands will directly exert pressure on Changhong and Konka in public opinion.
This is not a good news for the color TV industry. This is not a normal industrial transformation. It is not the normal survival of the fittest. It is the pressure and risk brought by data warfare. Public opinion pressure. Once this kind of forced shuffling has worked, Internet brands will enjoy the sweetness and will continue to use this data to confuse consumers' strategies.
Just like the price increase in the stock market of the housing market, there will be more and more consumers who do not understand or be induced by public opinion. The author once monitored Sina Weibo’s public opinion on August 1st to 31st. The results show that the quality complaints of Internet brands represented by music are the highest. This uncontrolled price reduction, uncontrolled sales promotion, and the entire The healthy development of color TV industry is nothing but harm.
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