Price war is the "last resort" How long can Baofeng's 999 yuan color TV be sold?
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The horn of war has sounded again in the Internet TV market. Recently, Baofeng TV released a 40-inch AI TV priced at 999 yuan, declaring war on Xiaomi. One day later, Xiaomi TV officially announced that the price of Xiaomi TV 4A 32-inch would be reduced by 100 yuan to 899 yuan. This means that the price war that just ended last year has started again. But how long can the loss-making TV sales last is a question worth paying attention to. "As the second largest internet TV company, Baofeng's core in declaring war on Xiaomi is to compete for the price segment, and the specific method is to truly create a 2,000 yuan flagship and a 1,000 yuan flagship." Baofeng TV CEO Liu Yaoping explained the strategy of declaring war in detail. He said that with the development of the industry, the internet TV industry has entered the third stage, and now the essence of the industry is the "Feng Mi War", so Baofeng's core strategy is to compete for the price segment. This "declaration of war" is quite meaningful. First of all, the release date is chosen before the Mi Fan Festival. Baofeng's target is directly aimed at the price segment of Xiaomi TV, and the 40-inch is only 999 yuan. The price segment is directly aimed at Xiaomi's 32-inch TV, which is also priced at 999 yuan. Secondly, Baofeng also compared Baofeng's 40-inch with Xiaomi's 32-inch, comparing indicators such as TV clarity, audio power, and memory. Xiaomi also immediately took up the challenge the day after. On the second day of Baofeng's press conference, Xiaomi TV officially announced that the Xiaomi TV 4A 32-inch would drop by 100 yuan, and the price would be 899 yuan. However, a Beijing Business Daily reporter logged into JD.com and found that the 40-inch Baofeng AI TV, priced at 999 yuan, is always in the reservation status, and there is a limited purchase reminder: "If you only buy one piece, you can enjoy the single-piece price of ￥999. If you exceed the quantity, the settlement price will prevail. You can only buy it once." The prices of 40-inch TVs from mainstream manufacturers such as Skyworth, TCL, and Hisense are basically above 1,400 yuan. The other two 40-inch Baofeng TVs, priced at 1,199 yuan and 1,599 yuan respectively, are shown to be in stock, but the sales are not outstanding. One has 700 comments and the other has more than 900 comments. There is still a big gap with brand TVs that cost as little as a few thousand and as much as hundreds of thousands. A consumer who bought a Baofeng TV left a message saying, "The TV is very light and thin, the AI voice is a bit stiff, and you have to install it by yourself after buying the TV. The customer service was very busy saying that the details were all written. It seems that not only the price but also the service has been reduced!" Another 40-inch Baofeng TV priced at 1,599 yuan wrote in the promotional statement, "1,599 limited edition! Enjoy 1 year Baofeng Film and Television Membership!" However, many consumers have complained about the membership service promised by it: "I want a one-year membership, but I can't activate the TV membership after I get it", "It was a membership version when I bought it, which is more expensive than buying a bare machine with a membership. There was no prompt on how to activate the membership when it arrived. I called the customer service and was told to follow WeChat to get the activation code." Data shows that in the first quarter of 2018, the global LCD TV panel prices of 40-inch, 43-inch and 49-inch panels fell by 4%-6%. However, according to industry insiders, panel prices are expected to rise from the second quarter of 2018. An industry insider also roughly calculated the economic accounts for the Beijing Business Daily reporter. At present, the price of the panel of a 40-inch TV is 600-700 yuan, and the panel price accounts for about 60%-70% of the entire TV. Therefore, the cost of a 40-inch TV is about 1,000 yuan. "Of course, a company can make the price of a certain TV lose money, but from the overall strategy of the company, it still has to make money." The Beijing Business Daily reporter asked Baofeng about the price of 999 yuan, whether it is prepared to sell it for a long time or just a temporary marketing strategy. As of press time, the other party has not responded. However, the Beijing Business Daily reporter also found that several people in Baofeng's public relations department have resigned. Relevant experts analyzed that "Baofeng TV's 999 yuan event is just hype, and there will be no products to sell soon." Baofeng cannot compete with Hisense, Skyworth, and TCL on the same stage, so price war has become its only countermeasure. But today's Internet TV brands have begun to focus on operating capabilities and profitability, and price wars will not last long.As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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