Every year, double 11 has color TV companies competing for sales first, and now even April sales before April also have to take advantage of. In these two days, LeTV and Hisense all contend that they won the domestic sales of color TVs in April this year. Behind them is the data of Ovi and Zhong Yikang, the two major research companies, “fightingâ€. Whose gold content is higher?
Data fight
On the afternoon of May 17th, LeTV cited data from Ovid Cloud Network (AVC) official microblog that LeTV recorded sales of 710,000 units in April. In April this year, 19% of the country’s total TV sales of 3.74 million units accounted for 19%. The industry's total channel sales. Skyworth's 460,000 units and Hisense's 450,000 units are ranked second and third. Since LeTV was launched on July 3, 2013, it has been a monthly sales champion in less than three years.
Unexpectedly, it was attacked by opponents. On the morning of May 18, Hisense cited Chongkang's monitoring data, saying that Hisense's omni-channel retail sales share was 14.68% in April, and retail sales accounted for 15.55%. In 2016, Hisense continued to maintain a single month and cumulative first place; LeTV's omnichannel sales in April accounted for 9.28%, while retail sales accounted for only 7.66%, less than half of Hisense.
Why does the data between the two research companies have a "fight" phenomenon?
Peng Xiandong, general manager of China Blackcom Research Center in Yikang, revealed to reporters on the evening of the 17th that LeTV’s data on sales of 710,000 units in April was reported by LeTV to Zhong Yikang and Ovi. Skyworth and Hisense’s domestic color TV sales in April were at least 600,000 units.
People related to Ovi clarified to reporters that the data released by Ovi's official microblog is correct. In addition to the data provided by color TV companies themselves, they will also be verified from the upstream and downstream industries, such as panels and retail terminals.
Dramatically, on the afternoon of May 18th, LeTV responded by citing China Yikang’s report on the overall market share of China’s color TVs in April. According to the report, LeTV’s total sales in April totaled 715,000 units, accounting for 21.83% of the total. The first month sales. The 40-inch, 43-inch, 50-inch, and 55-inch single-phase segment sales were the industry's first.
Is there even a "fight" between the data of Lianyungang?
Peng Xiandong told the First Financial reporter on the afternoon of the 18th that the data quoted by Hisense was the China Yikang retail monitoring data, and the retail monitoring data were data of JD.com, Alibaba.com, Suning, and other channels, not including the data of LeTV.com. "This is also the routine daily data we provide to our customers."
Hisense emphasized in the press release that the data does not include a large number of self-owned channels such as nearly 20,000 stores of Hisense, and its own channels account for about 20% of Hisense's total sales. From 2004 till now, Hisense has been the No. 1 in China's color TV market for 13 consecutive years.
Annual sales can better explain the problem
Zhang Bing, research director of IHS Display Search, another research organization that has followed China's color TV market for a long time, told the First Financial reporter on the evening of the 18th that IHS currently does not have a monthly monitoring report for China's color TV market and mainly makes annual reports. Compared to the sales volume for a certain month, the sales volume for a slightly longer time period is more indicative of the problem. Especially LeTV’s main online sales, some sales may be online orders, not real shipments.
However, Zhang Bing said that LeTV’s TV sales have recently increased rapidly. In 2016, sales volume in the domestic color TV market is expected to “sit four by threeâ€.
The above-mentioned sources from Ovey also stated that LeTV is good at marketing, and specializes in April. Concentrated firepower jumped to be the monthly sales champion because it knew it would be difficult to become a champion in other months.
Peng Xiandong also believes that Lexus launched a large-scale promotion activity of “paying membership fees and free hardware fees†on the “4.14†member day, so sales in April are better, but in May and June it will not necessarily be the first. For example, the price of a 55-inch LED-backlit LCD TV on Jingdong is about 4,000 yuan, and the annual fee is paid separately. The “4.14†only sells 3,430 yuan on the same day, and the annual fee for seven years is 490 yuan/year. After seven years of delivery, the hardware delivered it free of charge, which shows that its concessions are so great that the sales volume reached 549,000 units on that day.
"This shows that the development of the Internet TV brand has been recognized today, and market status has been recognized." Peng Xiandong said, LeTV TV sales in 2015 3 million units; it surged in TV sales in April this year, trying to pay for content to obtain hardware sales model, Rapidly gaining market share, it will impact sales target of 6 million units throughout the year.
The low price of “New Army†entered the market, which caused the average price of domestic color TVs to drop by 14% year-on-year in the first quarter of 2016, which had a great impact on the industry. However, Peng Xiandong reminded that for traditional TV brands, market share is important, and profitability is more important, because LeTV is losing hardware, but it is back from the capital market and traditional brands do not necessarily obtain high valuations in the capital market.
Looking at the Spring Festival and May Day, Peng Xiandong predicted that China's domestic TV sales will grow by 2% this year, and the sales amount is expected to drop by 10%, which is a decrease of 16 billion yuan from 160 billion yuan last year. Therefore, competition in the domestic color TV market will intensify this year.
“From 2014 to 2019, there will be a major division in the color TV industry.†Peng Xiandong said that for traditional color TV brands, the hardware-free model is difficult to follow because content service income is almost negligible compared to hardware revenue. Therefore, he reminded that traditional TV brands should not blindly follow the "hardware free" model, otherwise they will die badly; because the Chinese people's income level is constantly improving, it is only right that the demand for products of the times should be raised to raise the premium. s Choice.
The relevant personage of market department of Hisense expresses, just as millet hits cost performance, like Levi's long-term "low-price streaking" promoted the rapid growth of sales and successfully "spoiled" color TV industry. However, defeating low prices at high prices is the norm in the market, and low prices to beat high prices are only cases. The so-called “Internet model†in China is essentially a low-cost competition that burns money, loses money, and subsidizes, and cannot be sustained. It is hoped that China's traditional color TV companies will not be disturbed, and will continue to work hard on technology and quality. It will really help China in the international market from a "color TV power" to a "color TV power."
Data fight
On the afternoon of May 17th, LeTV cited data from Ovid Cloud Network (AVC) official microblog that LeTV recorded sales of 710,000 units in April. In April this year, 19% of the country’s total TV sales of 3.74 million units accounted for 19%. The industry's total channel sales. Skyworth's 460,000 units and Hisense's 450,000 units are ranked second and third. Since LeTV was launched on July 3, 2013, it has been a monthly sales champion in less than three years.
Unexpectedly, it was attacked by opponents. On the morning of May 18, Hisense cited Chongkang's monitoring data, saying that Hisense's omni-channel retail sales share was 14.68% in April, and retail sales accounted for 15.55%. In 2016, Hisense continued to maintain a single month and cumulative first place; LeTV's omnichannel sales in April accounted for 9.28%, while retail sales accounted for only 7.66%, less than half of Hisense.
Why does the data between the two research companies have a "fight" phenomenon?
Peng Xiandong, general manager of China Blackcom Research Center in Yikang, revealed to reporters on the evening of the 17th that LeTV’s data on sales of 710,000 units in April was reported by LeTV to Zhong Yikang and Ovi. Skyworth and Hisense’s domestic color TV sales in April were at least 600,000 units.
People related to Ovi clarified to reporters that the data released by Ovi's official microblog is correct. In addition to the data provided by color TV companies themselves, they will also be verified from the upstream and downstream industries, such as panels and retail terminals.
Dramatically, on the afternoon of May 18th, LeTV responded by citing China Yikang’s report on the overall market share of China’s color TVs in April. According to the report, LeTV’s total sales in April totaled 715,000 units, accounting for 21.83% of the total. The first month sales. The 40-inch, 43-inch, 50-inch, and 55-inch single-phase segment sales were the industry's first.
Is there even a "fight" between the data of Lianyungang?
Peng Xiandong told the First Financial reporter on the afternoon of the 18th that the data quoted by Hisense was the China Yikang retail monitoring data, and the retail monitoring data were data of JD.com, Alibaba.com, Suning, and other channels, not including the data of LeTV.com. "This is also the routine daily data we provide to our customers."
Hisense emphasized in the press release that the data does not include a large number of self-owned channels such as nearly 20,000 stores of Hisense, and its own channels account for about 20% of Hisense's total sales. From 2004 till now, Hisense has been the No. 1 in China's color TV market for 13 consecutive years.
Annual sales can better explain the problem
Zhang Bing, research director of IHS Display Search, another research organization that has followed China's color TV market for a long time, told the First Financial reporter on the evening of the 18th that IHS currently does not have a monthly monitoring report for China's color TV market and mainly makes annual reports. Compared to the sales volume for a certain month, the sales volume for a slightly longer time period is more indicative of the problem. Especially LeTV’s main online sales, some sales may be online orders, not real shipments.
However, Zhang Bing said that LeTV’s TV sales have recently increased rapidly. In 2016, sales volume in the domestic color TV market is expected to “sit four by threeâ€.
The above-mentioned sources from Ovey also stated that LeTV is good at marketing, and specializes in April. Concentrated firepower jumped to be the monthly sales champion because it knew it would be difficult to become a champion in other months.
Peng Xiandong also believes that Lexus launched a large-scale promotion activity of “paying membership fees and free hardware fees†on the “4.14†member day, so sales in April are better, but in May and June it will not necessarily be the first. For example, the price of a 55-inch LED-backlit LCD TV on Jingdong is about 4,000 yuan, and the annual fee is paid separately. The “4.14†only sells 3,430 yuan on the same day, and the annual fee for seven years is 490 yuan/year. After seven years of delivery, the hardware delivered it free of charge, which shows that its concessions are so great that the sales volume reached 549,000 units on that day.
"This shows that the development of the Internet TV brand has been recognized today, and market status has been recognized." Peng Xiandong said, LeTV TV sales in 2015 3 million units; it surged in TV sales in April this year, trying to pay for content to obtain hardware sales model, Rapidly gaining market share, it will impact sales target of 6 million units throughout the year.
The low price of “New Army†entered the market, which caused the average price of domestic color TVs to drop by 14% year-on-year in the first quarter of 2016, which had a great impact on the industry. However, Peng Xiandong reminded that for traditional TV brands, market share is important, and profitability is more important, because LeTV is losing hardware, but it is back from the capital market and traditional brands do not necessarily obtain high valuations in the capital market.
Looking at the Spring Festival and May Day, Peng Xiandong predicted that China's domestic TV sales will grow by 2% this year, and the sales amount is expected to drop by 10%, which is a decrease of 16 billion yuan from 160 billion yuan last year. Therefore, competition in the domestic color TV market will intensify this year.
“From 2014 to 2019, there will be a major division in the color TV industry.†Peng Xiandong said that for traditional color TV brands, the hardware-free model is difficult to follow because content service income is almost negligible compared to hardware revenue. Therefore, he reminded that traditional TV brands should not blindly follow the "hardware free" model, otherwise they will die badly; because the Chinese people's income level is constantly improving, it is only right that the demand for products of the times should be raised to raise the premium. s Choice.
The relevant personage of market department of Hisense expresses, just as millet hits cost performance, like Levi's long-term "low-price streaking" promoted the rapid growth of sales and successfully "spoiled" color TV industry. However, defeating low prices at high prices is the norm in the market, and low prices to beat high prices are only cases. The so-called “Internet model†in China is essentially a low-cost competition that burns money, loses money, and subsidizes, and cannot be sustained. It is hoped that China's traditional color TV companies will not be disturbed, and will continue to work hard on technology and quality. It will really help China in the international market from a "color TV power" to a "color TV power."
Optical Mirrors,Optical Glass Mirrors,Metallic Coating Mirrors,Mirror With Hole
Zoolied Inc. , https://www.zoolied.com