As of 11:00 on November 11, 2015, the holiday "Double 11" created by the merchants was perfect. Tmall's single-day sales of 91.2 billion yuan and Jingdong's 32 million single-day orders were refreshed. History. The arrival of the "Double Eleventh" shopping carnival also seemed to give a warm welcome to the smart TV market that entered the winter. As early as early October, major smart TV manufacturers began to prepare for the "double 11" pre-sale activities. The fierce price war made the TV market bustling. Now that the "Double 11" has already passed two days, major smart TV manufacturers and e-commerce platforms have announced the "Double 11" battle report this year. Today, the Xiaobian of the sofa network will share with you and interpret this year's Ali market. Eleven briefings.
Judging from the general data, Jingdong TV's sales on the “Double 11†day increased by 170% year-on-year. From the perspective of the sales of smart TV manufacturers, Hisense’s “Double 11†sold nearly 300,000 omni-channel TVs on the same day, and the sales volume of omni-channel surface TVs exceeded 10,000; TCL’s “Double 11†total sales Amount over 600 million yuan, including 4K TV sales broken 100 million yuan; Konka Tmall "double 11" sales of 400 million yuan, of which Konka and KKTV TV "double 11" sales of more than 190,000 units; Skyworth and cool open The sales volume of the entire network exceeded 600 million yuan, and a total of 240,000 TV sets were sold, of which 4K sales accounted for more than 40%; Changhong and Meiling's entire network achieved sales of 530 million yuan, exceeding sales targets... It can be said that it is fully bullish.
Unlike the past, the 2015 Double 11
Double 11 is a large-scale shopping and promotional carnival day represented by e-commerce. Since 2009, it has been developed from the stage where only Taobao was first to the current all-electronics business. More interestingly, at the end of October 2014, the Alibaba Group Holding Company also obtained the “Double 11†trademark registration qualification from the Trademark Office, which indicates its great influence. Double 11's smart TV field is also filled with smoke. Both traditional brands and Internet brands have focused on releasing new smart TV products before the double 11 and giving consumers substantial promotion profits during the double 11; channel aspects On the offline line, the same active promotion for the double 11 was launched.
Internet brands are thundering
Judging from the sales results of this Double Eleven, the top five retail sales of domestic smart TV brands are "LeTV - 22.6%", "Xiaomi - 11.0%", "Hisense - 10.6%", "Skyworth - 10.3%" and "KKTV - 9.6%", the traffic flow for the double 11th day is also mostly concentrated in the "LeTV", "Xiaomi" and "Hisense" shops.
As can be seen from the rankings of the top-selling models in the above table, the efficiency of single-brand Internet brands is higher than that of traditional TV brands, and new products are faster. The competition among Internet brands and the impact on traditional TV manufacturers have effectively stimulated the development and transformation of the entire smart TV market.
Consumer demand continues to escalate, smart TV prices continue to decline
In the size statistics of the double-nine deal smart TV, the 55-inch smart TV has become the most popular TV size for consumers this year with an absolute advantage of 29.1%, while the 43-inch smart TV accounted for 11.8% of the transaction ratio.
It is worth noting that 52.1% of the 55-inch smart TVs traded in Alibaba's Double 11 dealt with Internet brands such as Xiaomi, LeTV, KKTV, Micro Whale, and Cool Open. This ratio is in 43-inch smart TVs. It is as high as 73.7%. It shows that when Internet brands enter the smart TV hardware market, they mainly focus on the 55-inch and 43-inch growth models that cover the needs of high schools, low schools, and universities.
As early as this year's Double Eleven, the sofa net Xiao Bian will organize this year's most concerned about the double 11 explosion models 55-inch smart TV horizontal contrast purchase guide: http://bbs.shafa.com/thread-316780- 1-1.html has conducted a horizontal review of the 55-inch smart TVs that have attracted the most attention in the pre-holiday market, providing many consumers with buying advice.
Compared with the same period in the product structure and pricing strategy of smart TVs, the demand for smart TV market this year has been significantly upgraded. "4K", "curved screen", "ULED", "GLED", "OLED" and other upgrade technologies are gradually being known and accepted by consumers. In terms of prices, the average price of online products is even lower. Taking the hot 55-inch model as an example, the low price of funds once refreshed the new low in the smart TV industry. The minimum price for a 55-inch 4K TV is only ¥2,799.
Double 11 witnesses the development of e-commerce
In just three years, the shipment of smart TVs from the Double Eleven E-Commerce has more than doubled, and the growth rate has shown a rising curve. The ratio of total sales to the total E-Commerce of the year has also been increasing, indicating that for Smart TVs Such "big things", more consumers tend to buy in the double eleven such e-commerce promotions. Double 11 money is 38% of the day's sales, which indicates the market attention and attractiveness of Double Eleven.
Mobile and three or four levels are crucial
Another very interesting phenomenon is that in the smart TV transaction list on the 2015 double 11 eleventh day, the mobile terminal accounted for 69% of the total, and the GMV of the third and fourth-tier cities exceeded 100 million. It can be seen that the mobile payment and the development of the Internet are in the entire smart TV market. With the promotion of popularization, more and more people have switched from “understanding and tangible†purchase methods to online channels that are more convenient and cheaper.
to sum up
For "Double 11", low-cost promotions are popular with consumers, but they are not an effective way for manufacturers to make profits. In contrast to the low-price strategy of TV manufacturers in previous years, this year's TV manufacturers are more inclined to transition from price wars to value wars. From the "double 11" online TV sales volume and sales rose sharply can be seen, online sales of television products have been recognized by more and more manufacturers and consumers. For the TV market, "Double 11" is not only a new form of promotion, but also a new source of consumerism. It is a key battle for TV companies to sprint their annual targets. From the growth of sales, it can also be seen that TV manufacturers have high hopes for mid-to-high-end TV products, and Internet brands have also turned from price wars to value wars. The continuous press conferences of LeTV and Xiaomi also show that they are consolidating themselves from purely entering the market. The transformation of brand value.
This year, double 11 Internet brands and traditional TV brands have become more fierce. LeTV's total sales volume is 386,000 units, with total sales of 960 million yuan; Xiaomi TV's total sales volume is 66,000 units, and sales have doubled. According to incomplete statistics of sofa nets, more than 10 Internet brands were born in the smart TV market this year, bringing considerable competition to the TV market. In fact, in the case of overcapacity, oversupply, and ever-lower hardware profit, both traditional brands and emerging Internet brands are actively seeking breakthroughs in the transition of smart TV products. Transformation is a difficult process. How to grasp high-end, intelligent differences, make personalized products, find rigid market demands and potential consumption, and thus truly stand out in the market, remains an unsolved puzzle.
For more information and reports on smart TVs/boxes, please continue to pay attention to the sofa network (), sofa butler - smart TV must have application market, make smart TV more intelligent!
Note: The above data was taken from Zhong Yi Kang
Judging from the general data, Jingdong TV's sales on the “Double 11†day increased by 170% year-on-year. From the perspective of the sales of smart TV manufacturers, Hisense’s “Double 11†sold nearly 300,000 omni-channel TVs on the same day, and the sales volume of omni-channel surface TVs exceeded 10,000; TCL’s “Double 11†total sales Amount over 600 million yuan, including 4K TV sales broken 100 million yuan; Konka Tmall "double 11" sales of 400 million yuan, of which Konka and KKTV TV "double 11" sales of more than 190,000 units; Skyworth and cool open The sales volume of the entire network exceeded 600 million yuan, and a total of 240,000 TV sets were sold, of which 4K sales accounted for more than 40%; Changhong and Meiling's entire network achieved sales of 530 million yuan, exceeding sales targets... It can be said that it is fully bullish.
Unlike the past, the 2015 Double 11
Double 11 is a large-scale shopping and promotional carnival day represented by e-commerce. Since 2009, it has been developed from the stage where only Taobao was first to the current all-electronics business. More interestingly, at the end of October 2014, the Alibaba Group Holding Company also obtained the “Double 11†trademark registration qualification from the Trademark Office, which indicates its great influence. Double 11's smart TV field is also filled with smoke. Both traditional brands and Internet brands have focused on releasing new smart TV products before the double 11 and giving consumers substantial promotion profits during the double 11; channel aspects On the offline line, the same active promotion for the double 11 was launched.
Internet brands are thundering
Judging from the sales results of this Double Eleven, the top five retail sales of domestic smart TV brands are "LeTV - 22.6%", "Xiaomi - 11.0%", "Hisense - 10.6%", "Skyworth - 10.3%" and "KKTV - 9.6%", the traffic flow for the double 11th day is also mostly concentrated in the "LeTV", "Xiaomi" and "Hisense" shops.
As can be seen from the rankings of the top-selling models in the above table, the efficiency of single-brand Internet brands is higher than that of traditional TV brands, and new products are faster. The competition among Internet brands and the impact on traditional TV manufacturers have effectively stimulated the development and transformation of the entire smart TV market.
Consumer demand continues to escalate, smart TV prices continue to decline
In the size statistics of the double-nine deal smart TV, the 55-inch smart TV has become the most popular TV size for consumers this year with an absolute advantage of 29.1%, while the 43-inch smart TV accounted for 11.8% of the transaction ratio.
It is worth noting that 52.1% of the 55-inch smart TVs traded in Alibaba's Double 11 dealt with Internet brands such as Xiaomi, LeTV, KKTV, Micro Whale, and Cool Open. This ratio is in 43-inch smart TVs. It is as high as 73.7%. It shows that when Internet brands enter the smart TV hardware market, they mainly focus on the 55-inch and 43-inch growth models that cover the needs of high schools, low schools, and universities.
As early as this year's Double Eleven, the sofa net Xiao Bian will organize this year's most concerned about the double 11 explosion models 55-inch smart TV horizontal contrast purchase guide: http://bbs.shafa.com/thread-316780- 1-1.html has conducted a horizontal review of the 55-inch smart TVs that have attracted the most attention in the pre-holiday market, providing many consumers with buying advice.
Compared with the same period in the product structure and pricing strategy of smart TVs, the demand for smart TV market this year has been significantly upgraded. "4K", "curved screen", "ULED", "GLED", "OLED" and other upgrade technologies are gradually being known and accepted by consumers. In terms of prices, the average price of online products is even lower. Taking the hot 55-inch model as an example, the low price of funds once refreshed the new low in the smart TV industry. The minimum price for a 55-inch 4K TV is only ¥2,799.
Double 11 witnesses the development of e-commerce
In just three years, the shipment of smart TVs from the Double Eleven E-Commerce has more than doubled, and the growth rate has shown a rising curve. The ratio of total sales to the total E-Commerce of the year has also been increasing, indicating that for Smart TVs Such "big things", more consumers tend to buy in the double eleven such e-commerce promotions. Double 11 money is 38% of the day's sales, which indicates the market attention and attractiveness of Double Eleven.
Mobile and three or four levels are crucial
Another very interesting phenomenon is that in the smart TV transaction list on the 2015 double 11 eleventh day, the mobile terminal accounted for 69% of the total, and the GMV of the third and fourth-tier cities exceeded 100 million. It can be seen that the mobile payment and the development of the Internet are in the entire smart TV market. With the promotion of popularization, more and more people have switched from “understanding and tangible†purchase methods to online channels that are more convenient and cheaper.
to sum up
For "Double 11", low-cost promotions are popular with consumers, but they are not an effective way for manufacturers to make profits. In contrast to the low-price strategy of TV manufacturers in previous years, this year's TV manufacturers are more inclined to transition from price wars to value wars. From the "double 11" online TV sales volume and sales rose sharply can be seen, online sales of television products have been recognized by more and more manufacturers and consumers. For the TV market, "Double 11" is not only a new form of promotion, but also a new source of consumerism. It is a key battle for TV companies to sprint their annual targets. From the growth of sales, it can also be seen that TV manufacturers have high hopes for mid-to-high-end TV products, and Internet brands have also turned from price wars to value wars. The continuous press conferences of LeTV and Xiaomi also show that they are consolidating themselves from purely entering the market. The transformation of brand value.
This year, double 11 Internet brands and traditional TV brands have become more fierce. LeTV's total sales volume is 386,000 units, with total sales of 960 million yuan; Xiaomi TV's total sales volume is 66,000 units, and sales have doubled. According to incomplete statistics of sofa nets, more than 10 Internet brands were born in the smart TV market this year, bringing considerable competition to the TV market. In fact, in the case of overcapacity, oversupply, and ever-lower hardware profit, both traditional brands and emerging Internet brands are actively seeking breakthroughs in the transition of smart TV products. Transformation is a difficult process. How to grasp high-end, intelligent differences, make personalized products, find rigid market demands and potential consumption, and thus truly stand out in the market, remains an unsolved puzzle.
For more information and reports on smart TVs/boxes, please continue to pay attention to the sofa network (), sofa butler - smart TV must have application market, make smart TV more intelligent!
Note: The above data was taken from Zhong Yi Kang