At the end of 2013, with the gradual withdrawal of consumer stimulus policies such as “Home Appliances Going to the Countryside†and “Energy Savings Subsidyâ€, the entire home appliance industry entered a deeper callback period after enjoying a considerable period of policy dividends. With Internet companies such as LeTV and Xiaomi entering the color TV industry, traditional color TV companies have encountered even more severe challenges than others, and even use "internal and external difficulties" to describe them.
After Internet companies enter the color TV industry, it is definitely not a simple price shock. Every traditional color TV company has experienced numerous price wars far more intense than today. What these survivors fear most is the price war.
The real threat comes from the business model innovation brought about by Internet companies. Relying on the power of the Internet, companies such as Leshi and Xiaomi can achieve a million-dollar sales volume in just one year, allowing their own stock price-to-earnings ratios to be dozens of times, allowing each of their own small actions to be magnified by the media for long-term coverage. This may be something traditional TV companies can't think of.
In response to the large-scale entry of Internet brands, after a short period of observation, traditional color TV companies have launched the first-step countermeasures. From early models tailored to the network, by 2014, traditional color TV companies have launched customized sub-brands for the Internet (such as Skyworth’s KaiKou, Konka (Aggregate Reading) KKTV, Changhong's CHIQ...) A more targeted product lineup and a new image that is different from the traditional appear in front of consumers.
After the Spring Festival in 2015, some traditional color TV companies began to adopt a more proactive strategy: soon after the Konka online sub-brand KKTV announced its independent operation, Skyworth’s use of Internet gameplay, and the online brand “cool open†for young people was also at the beginning of this month. Announced formal and independent operation. Cooca chairman Wang Zhiguo said in an interview with Netease Appliance that one of the biggest advantages after independence is that it can have a more flexible response mechanism and decision-making mechanism, which is extremely important in the fast-changing Internet industry.
In addition to institutional innovations, the entry of Internet companies has also stimulated the innovation speed of traditional color TV companies in the product technology level.
Peng Jin, General Manager of Skyworth's color TV division, told Netease that the current domestic color TV industry has entered the era of stock economy, but this does not mean there is no opportunity. As long as there are product innovations that can satisfy consumers' inner awareness, their potential needs will be stimulated. Therefore, in the face of aggressive Internet companies, Skyworth will consider competitors, but it will not be completely competitive, but will focus on customer needs.
Skyworth had previously launched a “TV for the elderly†tailored specifically to the TV viewing habits of the elderly in China. Because it firmly grasped the characteristics of the needs of elderly consumers, it relied solely on the “features of the fonts, which are simple to identify and simple to use without re-learningâ€. It almost makes itself a synonym for this category. The A43 smart screen launched at the beginning of this year's Cool Opening Month accurately assesses the characteristics of the target consumer. A TV has three kinds of remote controllers customized for the elderly, young people and children, and becomes three kinds of completely different controls and applications. The characteristics of the TV, reflects the innovative measures at the product level and the past is not the same.
“Chuangwei rooted in color TV industry for more than 20 years, our industry chain advantages and many years of accumulated after-sales service system is not comparable to many Internet companies.†For Internet companies to enter the home appliance industry, Skyworth Group CEO, Skyworth Digital CEO Yang Dongwen has expressed to the outside world This view. However, at the same time, he also pointed out that traditional color TV companies must learn how Internet companies operate and customer marketing methods, and the most important thing is to learn the "Internet way of thinking."
At present, the entire country is advocating the upgrading of the industrial structure through the “Internet+â€. How traditional TV companies transform their own technologies, channels, and supply chain advantages into market advantages is not just a problem for the Skyworth Group. For the entire Chinese traditional color TV industry, continuous business model and product technology innovation are all essential steps.
Diversified development layout
Another reason why many Internet companies have entered the color TV industry is that TVs that locate the living room are considered to be an indispensable big screen entry point for smart homes. Even in the eyes of many foreign-funded enterprises, televisions should also become the center of control for future smart homes, and their important status cannot be reached by any other home appliance.
Based on the mature black power business, realizing the diversification of the industry is also a choice of many traditional color TV companies. At present, several major domestic color TV brands, TCL, Konka, Skyworth, Hisense, and Changhong, all have white-scale businesses with varying sizes. With the arrival of intelligent home appliances and smart appliances, this layout may be faster and faster.
During the Shanghai Home Fair this year, Skyworth announced the official landing of its smart home strategy. In his speech, Yang Dongwen stated that Skyworth chose to build an open software and hardware platform. He hopes that more companies that are not limited to the field of household appliances can develop diversified smart home service solutions through smart TV screens.
For Skyworth, which started deploying white electricity four years ago, and in 2013, Nanjing Industrial Park, which has realized production capacity of 6 million units of refrigerators, washing machines and air purifiers, has completed the “white and black†layout as a smart family strategy. Material foundation for landing. Skyworth's president Yang Dongwen stated that Skyworth’s goal is to turn smart homes into open, compatible smart hardware platforms. However, behind this position, the fundamental goal of traditional color TV companies headed by Skyworth trying to promote the upgrading of business structure and brand image through the wave of intelligence has become obvious.
According to analysis by securities firm JP Morgan Chase, Skyworth, as the largest TV maker in China, will continue to increase its share in certain market segments and will become the cornerstone for supporting its growth above the industry level. For this reason, JP Morgan will create Skyworth. The digital stock price is set at the target of HK$7 unchanged. According to the established target of Skyworth Digital last year, the total sales volume of Skyworth color TV in the 2014/15 fiscal year (end of March this year) is set at 12 million units, including 9 million units in the Chinese market and 3 million units in the overseas market. According to February sales data, Skyworth Digital has already completed its total TV sales target for the fiscal year ahead of schedule. Sales for the 11th month of 2014/4/1 - 2015/2/1 reached 12.263 million units, and March has not yet ended. It has increased by 17% year-on-year.
Therefore, in a sense, the diversified layout of the company's color TV companies has become another important strategic choice under the Internet + outlet.
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