TV sales decline in the market

According to the latest data released by Aowei Consulting, in the 23rd week of 2013, the sales of LCD TVs were monitored at 72,000 units, the sales volume was down 53.7% year-on-year, a decrease of 78.0% year-on-year, and the PDP TV sales were monitored at 0.4 million units, a year-on-year decrease of 52.4%. Declined 66.9%. In the second half of the year, color TV companies will have to do more to reverse the situation.

The follow-up response of the subsidy policy began to show signs of falling sales in the TV market

The home appliance energy-saving subsidy policy policy that began to implement on June 1, 2012 officially ended on May 31 this year. For a one-year period of time, subsidy for color TV products that meet the national energy efficiency rating ranges from 100 yuan to 400 yuan. The entire activity has played a crucial role in cultivating the public awareness of energy conservation and stimulating the overall development of the color TV industry toward energy conservation.

In the first week of June after the energy-saving subsidy, the overall sales of the color TV market have undergone drastic changes. The continued growth in the first quarter has been reversed. According to the market monitoring data released by Ovid Consulting, the total number of flat-panel TVs in the 23rd week of 2013 was Monitored retail sales of 76,000 units, and sales volume decreased 53.7% year-on-year and 77.6% year-on-year. The end of the energy-saving subsidy policy and the integration of the color TV market into the off-season and other factors have had a great impact on the overall market sales.

Color TV companies actively take measures to choose soft landing activities online and offline participation

Faced with the market decline in sales, color TV companies generally adopted a soft landing, factory direct subsidies to become a relay energy saving subsidy policy, the most common means, according to home appliance alliance network reporter visited the store to understand that in the early Dragon Boat Festival, many color TV brand counter adjustment The original price will be reduced to the subsidized price for sale, and the impact of price rebound on consumers will be reduced as much as possible. Not only that, there are many other special promotional activities in succession, such as Konka's launch of “grab the closing of stores and zero-purchase activities.” And so on, Lin Hongyi, general manager of Konka Multimedia Business Unit, said that by restarting the trade-in and continuation of energy-saving factory direct subsidies , Inciting energy-saving consumption, allowing more consumers to enjoy technology, energy-saving and affordable television products.

The physical store store activity is one aspect. On the other hand, the situation of color TV companies joining hands in the online shopping activities of e-commerce has also increased. In particular, e-commerce companies led by Jingdong Mall, Suning Tesco, and Tmall etc. Many TV companies in the promotion war have also joined in the form of vendor zones. For example, the "Konjia sprint 618 fight for the whole people", the "Jingdong Red June, LG Big Treasure Quest" and other activities launched by Konka on Konka Mall are fully explained. TV companies joined the front-line sales cycle with a more positive attitude.

Su Liang, Ovid Consulting's brand director, pointed out that the export of color TVs was not good in the first half of the year. Therefore, the domestic market has become a market where color TV companies must focus on upgrading. This year's color TV industry lacks enough technology and product highlights. Only Ultra HD is a prominent highlight in the industry. So for the marketing of enterprises, it is necessary to increase the intensity of the channels. The increase in color television sales, on the one hand, is the demand of manufacturing companies. On the other hand, color TV has always been a major sales category for e-commerce, and e-commerce companies have the need to drive the e-commerce war.

Behind the promotion, it is more necessary to resume positive growth or become a protracted war from sales of product quality.

Promotional activities are gradually developing into a normal state for the current color TV market. Whether it is e-commerce store-led promotions or factory-involved factory direct sales activities, the frequency of sales promotion activities has greatly increased and the promotion period has been extended in disguise. It is of course a good thing for consumers to be able to purchase products at low prices from time to time. However, it is still the quality of the products that really impresses consumers. The price of products is kept low, and new product development efforts and product quality are guaranteed. It is also the focus of color TV companies that need to make efforts.

Especially for color TV companies, the future of large-screen, intelligent flat-panel TV products will become market-oriented, truly in line with consumer habits and have more innovative and practical coexistence of products can become mainstream, which requires TV companies have strong The company’s product R&D strength and sufficient time to cultivate customer brand loyalty may require a protracted war in the face of sales growth that does not depend on policies.