Home appliance companies are playing online brand

On September 2nd (Monday), Shenzhen, China, Konka will hold a new product launch and formally launch the brand KKTV on Konka Colour Cable. The pace of the transformation of the traditional color TV companies' touch screens is stimulated by the stimulating of smart TV companies such as the Internet and IT. rapid.

According to the understanding of the home network, this time, KKTV will release two products, including 55-inch “IMAX theater audiovisual” products designed for the living room. The 39K designed for the bedroom is characterized by practical functions. What is most expected is that KKTV claims to be listed on the e-Mall with a discount greater than the same size traditional market price.

Copy millet mobile phone hungry marketing practices, "in the million people to grab TV," the marketing gimmick, LeTV super hot sales situation to investors and traditional TV companies have brought no small shock.

Novel models, enthusiastic consumer groups, millet, LeTV, and other Internet companies are exporting more brand-like values ​​than mobile phones or TV products themselves. When the brand concept resonates with the values ​​of the target group, brand owners who are embraced by the group will also have the key discourse power.

An e-commerce analyst said to the power grid that e-commerce and electronics are only tools, and business is the purpose. The mature online market should be the mainstream of traditional offline companies becoming online brands. From the perspectives of resources, manpower, efficiency, and accumulation of basic industries, Leshi and Xiaomi, who rely on pure marketing methods such as timing and grabbing of goods, will be able to disperse existing light in the process of continuous reproduction of freshmen. .

Hong Shibin, executive chairman of the China Home Appliances Association’s Marketing Committee, said that LeTV’s television audience has been favored by the target audience for its innovative TV features and that it has caused a sense of crisis in traditional TV companies due to its unique business model.

China Yikang data shows that from January to June 2013, the retail volume of the Chinese color TV market was 24.55 million units, an increase of 33.93% year-on-year, and the overall increase was relatively high. In the first six months of this year, the smart TV retail volume was 11.28 million units, an increase of 132.24% year-on-year.

Smart TV has become the new breakthrough point for color TV market growth this year, and the display of technological progress has been the most brilliant, especially with large size, ultra high definition and so on.

In the tens of millions of smart TV retail sales, LeTV is only tens of thousands of sales, and a drop in the size of the Bohai Sea is not in the same order of magnitude as traditional TV companies.

According to the first-half performance report published by Shenzhen Konka A30 on the first half of 2013, Konka Group achieved total operating revenue of 9.421 billion yuan in the first half of 2013, an increase of 33.85% year-on-year; net profit attributable to shareholders of listed companies was 40,547,700 yuan, an increase of 253.59% year-on-year. The color TV business realized revenue of over 7.478 billion yuan, an increase of 45.07% over the same period last year.

According to Hong Shibin, the innovation of LeTV's business model is encouraging, but the effect remains to be seen. He said that TV is a product with many links such as design, production, marketing, logistics, after-sales, applications and services. It needs a complete industrial chain support. LeTV has done enough to protect TV content, but it also belongs to online. How emerging brands and sold TV can protect after-sales issues for a long time to come.

The above analysts believe that in China, the color TV market is still in the period of demand for replacement, LeTV's existing model is not unique, highly replicable. The traditional color TV companies have years of foundations, especially color TV companies with tens of millions of annual sales volume, which must be balanced.

In his recent interview with the media, Assistant Director of the Konka Group's president and general manager of the multimedia department, Lin Hongxuan, said: “Today's color TV, rebranding several products and selling tens of thousands of units is not a very difficult issue; the problem is that this is an extremely long- In the chain industry, building a complete factory, creating an efficient supply chain and nurturing a brand is not a matter of overnight."

E-commerce is quietly changing the concept of consumer spending and corporate business models. Traditionally, the line that cannot be discarded and the line that has flourished, and how it is fused outside the balance, has also plagued many “enterprise electric shockers”. .

Analysts believe that online, due to visual differences and experience differences, users and electronic products are not strong sense of touch, brand businesses are not actually selling products, but more like to convey a way of life, a concept of life , and integrate the methods and concepts into the lives of users online and offline.

When Xu Hongjun, deputy general manager and general manager of the Marketing Department of Konka Group’s Multimedia Marketing Division, received an exclusive interview with the company's home network, he also mentioned that the more color TV products are headed for ultra-high definition and intelligent development, the more demanding they are. Chips and software to support high-profile TV products. The TV experience revolution and business model innovation are not accomplished overnight. Hardware upgrades, price positioning, and customer service guarantees are factors that need to be considered.

Zuo Yanxi, Brand Director of China Yikang, pointed out that after the advent of high-definition television, the 1080P movie and TV series had a carrier; 4K TV appeared, people began to try to seek a better film source, every further step in the color TV market, hardware manufacturers' accessories are improved. It is an indispensable force.

After the market of mobile terminals such as mobile phones and tablet computers was occupied by new troops, television sets in the living room became a new front for all parties. Thanks to the openness of the smart TV software system platform, opportunities and values ​​are reflected more tangibly.

On June 13th, Life Electronics of the United States launched the online sales brand “easy cool”, specifically targeting consumers after 80 and 90. In Zuo Yanji's view, to amplify the competition between the old and new forces in the color TV industry, from the perspective of the entire home appliance industry, this year's corporate-level electric shock action is wider than in previous years, which represents the signal of the times. With the continuous growth of the Internet and retail channel operators taking the online market as a new direction of expansion, the influence of online brands in the future may also be an important source of consumer choice driven by the offline market.

Data show that in the first half of 2013, the domestic online shopping transaction scale reached 789.21 billion yuan, an increase of 41.24% over the same period. Over the past 10 years, the e-commerce of Internet companies such as Taobao, Jingdong, and Xiaomi has entered the fast lane, and the Internetization of traditional enterprise giants such as Konka, Midea and Suning has only just begun.