With over 61,000 TVs sold daily, has Weijing achieved satisfactory results in its first anniversary?

These two days, when we were cheering for the Olympic athletes in Rio, the Olympic spirit of "Higher, Faster, Stronger" they demonstrated also made the Chinese people proud.

At the same time, there is a brand in the Internet TV industry that is young and energetic, good at breaking through itself and breaking boundaries. On August 8, Weijing celebrated its first anniversary with many whale fans, paid tribute to the Olympic athletes and handed in a beautiful report card.

A transcript that speaks for itself

On August 8, the "Whale Joy Day", the Whale official website, JD.com, Tmall and offline stores offered consumers a series of discounts, including one-year replacement without repair and direct discounts of more than 400 yuan. Unexpectedly, sales exceeded 10,000 units in just 10 minutes after the opening. By 9:00 am, the total sales amount had exceeded 55,000,000 yuan, with a total of more than 61,000 units sold in one day. Its 43-inch "small steel cannon" and the 50-inch Internet TV code-named "Assassin" created new double crowns in the industry. For a young Internet TV brand that has just been established for a year, it is not easy to create its own e-commerce festival and gain recognition from a large number of users.

This is just as expected by Li Huaiyu, CEO of Whaley Technology. This day of "building a humanized brand image" has brought enough "popularity" to Whaley. At the anniversary launch meeting held a week ago, Li Huaiyu repeatedly mentioned that "good is meant to be broken by better things", and the sales data this time also proved this sentence again. In a short period of time, it has achieved great results with the dual insurance of hardware and software.

Whether the report card submitted by Weijing is satisfactory or not, users are the best judge. It is understood that the average positive rate of Weijing TV's user ratings on various e-commerce platforms has reached 98%, and the return rate is only 0.93%, while the industry average return rate is 3%. In the 618 promotion, Weijing won the sales championship of Internet brand 4K products.

According to data from the Aowei Cloud Industry Chain, the retail sales of color TVs in the first half of 2016 reached 23.51 million units, a year-on-year increase of 6.9%. Although many Internet and traditional brands are rushing to enter the market, smart TVs have not yet really entered the consumer market, and the industry prospects are quite attractive. In this regard, Li Huaiyu believes: "Smart TVs will develop rapidly next year, especially as the influence of Internet brands is gradually increasing. The industry will enter a period of explosive growth in the next 1-2 years."

"Whale Day" is just the beginning. If Weijing wants to compete with LeTV, Xiaomi and traditional TV manufacturers, the first curse it needs to break is the problem of homogeneity of Internet TV.

No ecosystem, no blackmail of competitors, new Internet TV players break the homogeneity

Unlike LeTV, Xiaomi and other representative brands of Internet TV, Weijing did not use the so-called "eco-subsidized hardware" to bind users - selling TVs at low prices and memberships at high prices; nor did it adopt the "platform model" - free annual fees, but actually charging for on-demand services; nor did it use belittling competitors to gain attention. Weijing has polished a conscientious product with extreme pursuit and chose a close-to-the-people price, challenging the entire Internet TV industry with the invincible combination of conscientious hardware + super content. Tell consumers: I will not only make a good TV for you, but also show you the best content.

At present, the business logic of Weijing can be understood as: on the one hand, it relies on powerful content resources such as CMC, Tencent, and Mango TV, and on the other hand, it cooperates with traditional manufacturers in the upstream supply chain. Smart terminals are only one of the entrances of Weijing and its parent company CMC. Li Ruigang has previously publicly stated that "Weijing is a platform, not a single product line, and is the core link to connect the entire CMC industry." This is the biggest difference between Weijing and other Internet TV brands.

One year after its establishment, Whale Technology has grown from a team of dozens of people to more than 708 people today, of which engineers account for 60%, and it insists on independent research and development. The speed of product updates is also very competitive. So far, Whale has released 9 models of products in six sizes of 40/43/49/50/55/78, and customized the world's largest 120-inch product for TV stations.

In terms of content, Weijing has invested hundreds of millions to build a content library, including Premier League Manchester City, TVB Hong Kong dramas, Chinese Super League, Oriental DreamWorks, China New Voice, e-sports ESUC, NEST events, etc., covering entertainment, film and television, sports, games and other fields. During the Olympics, the Rio Olympic Organizing Committee may set up a "hotspot infringement team" to claim billions from Chinese companies. Therefore, most Internet companies can only take a conservative attitude due to insufficient resources under the Olympic hotspot, which hurts the user experience. Weijing, relying on a strong content production team, produced online variety shows such as "Rio is hot WHO!" to show the audience a richer Olympic Games. Sufficient and differentiated content reserves are enough to meet the diversified needs of users in all aspects.

Why is Weijing recognized?

In the past, if an Internet brand wanted to gain higher popularity and user recognition, it would have to go through years of training and marketing. In 2016, users could clearly feel that the exposure of the Weijing brand was gradually increasing, with the blue whale logo appearing in popular TV shows such as "The Voice of China", "Super Detective" and "The Heroes".

"Weijing has gone through the same journey as its peers in the past three years," said Johnny, the marketing director of Wejing Technology. In one year, the "Weijing speed" has shown the industry a young brand that is constantly challenging itself. Wejing has initiated cross-border cooperation in the fields of technology research and development, content production, and managers who frequently appear at major technology and economic summits to explain brand concepts. "Born different for young people," Wejing has played the role of young people's unconstrained "squareness and circle" characteristics, challenged the limits of the industry, broke through their own boundaries, and become a new favorite of young consumers.

The rich and layered image-building strategy also makes users feel a great sense of belonging. Following Li Jian, chief art consultant of Weijing, Zhang Lei and Li Qi, double champions of "The Voice of China", became the spokespersons for Weijing's flagship TVs, 43-inch "Little Cannon" and 50-inch "Assassin". Zhang Lei said: "As long as you work hard, no matter when you start, you can break your own limits and reach the realm you want." Li Qi, born in the 1990s, said: "I am similar to Weijing. Young people should be refreshing. Although Weijing is small, its growth is amazing."

Regarding the experiences in the past year, Li Huaiyu expressed satisfaction with the performance since the start of the business. "If we only compare the sales in the first year, our performance is better than other competitors."

When something is good enough, whether it is art or a product, it can enter thousands of households. Although Whale has not announced its sales during the Chinese New Year and cannot be compared, from the perspective of the goal of "creating a better audio-visual experience for young Chinese families", Whale has taken the first step and become a new top student in the Internet TV industry.

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.