Does the Internet mean low prices? See how this TV brand, which sells for 8,000 yuan, does it

It can be said that low prices have both made the Internet successful and shaken its value.

"Buying things online is cheaper" has become a consensus among most consumers, giving rise to numerous Internet brands that are shaking the pricing rules of different industries.

However, low prices have also brought more uncertainties to the Internet. The Internet mobile phones that have been plagued by controversies over screen and camera changes are the most powerful proof of this. The "fever" of low prices has become a label for some Internet brands, but it is difficult to associate the brand with quality and taste.

Are low prices beneficial to the long-term development of the brand?

Price is the main reason that touches the nerves of consumers and has become the most direct killer of major manufacturers. Low prices allow brands to occupy the market more effectively. However, whether it is beneficial to the long-term development of the brand is another matter.

Processor chip manufacturer MediaTek can be regarded as one of the manufacturers that suffered the most from "low-price losses". It started out with entry-level MTK processors, but has found it difficult to shake off the label of a low-end product. Although this year's Helio X10 chip changed its name to impact the high-end market, it was pushed back to the entry-level market below 1,000 yuan after the release of the 799 yuan Redmi Note 2.

On the other hand, Xiaomi itself cannot be said to have tasted any sweetness from low prices. Starting with Xiaomi Note, Lei Jun has always hoped that the product line of Xiaomi mobile phones would move towards the price range of 3,000 yuan or even higher. Unfortunately, prices above 1,999 yuan exceeded consumers' expected positioning of Xiaomi. Even on Double 11 this year, the best-selling Redmi phones were those costing a few hundred yuan. The initial low price has now become a constraint that hinders the brand's upward development.

A TV is sold for 7999, why does Coocaa go against the trend?

In the current technological field, Internet brands are particularly accustomed to and love low prices, but recently in the Internet TV industry, different voices finally emerged.

How much should a TV cost when it meets the Internet? The newly released Xiaomi TV 3 has a 60-inch 4K product priced at 5,999 yuan, which is definitely a big move. But right after that, Coocaa released a new 55-inch 4K flagship product priced at 7,999 yuan. What's going on?

At the previous "Sword" launch conference, Coocaa Chairman Wang Zhiguo admitted that generally low prices are not good for the industry and are not what the brand wants. The current T55 can be said to have fulfilled Wang Zhiguo's idea.

Why is Coocaa T55 worth 7999 yuan? In addition to adding mahogany and oil painting to the TV to create a work of art, Wang Zhiguo's description of the new T55 screen at the press conference was particularly impressive.

It seems that today's Internet TVs would be embarrassed to hold a press conference without imported screens from LG, Samsung and other brands. However, Wang Zhiguo emphasized that the so-called LG screens of domestic Internet brand TVs are actually "LG glass + homemade modules", which are far from the truly original imported screens used in Coocaa T55, just like the difference between "BMW Brilliance" and "imported BMW".

Coocaa is also an Internet brand. What other core elements should Internet products have besides price? The metaphor of "BMW car" implies that besides price, product experience and quality are more important. In addition to the screen, the JBL speakers that are comparable to Sony TVs worth tens of thousands of yuan also prove Coocaa's comprehensive efforts in all aspects of the product.

Get rid of price wars and make products and companies respected

It is difficult to say how many consumers will buy an Internet TV that costs nearly 8,000 yuan, but Coocaa, which goes against the trend, can be said to have made a good start for the industry. Why do we say that?

Coocaa spared no expense in the T55, using top-level basic components including LGD's imported integrated A-class screen, JBL A-class full-range three-way audio, and other top-level components. It also gave the product an artistic character with a personalized bottom edge and artistic decorative strips. At the same time, the subwoofer, upgradeable host, and touch technology make the TV more fun, injecting the two attributes of art and play into the product's tone.

Especially in terms of upgradeable implementation, Coocaa T55 uses an integrated design, which places extremely high demands on the manufacturing process. It is not a simple hardware stacking and is made into separate parts, but conforms to the general trend of simpler form and more integrated functions.

Coocaa's goal is to break away from price wars and create quality products, just like Apple's iPhone has gone through nine generations, and now the 6 and 6s on the market are the products with relatively high prices in the entire series. But what we cannot ignore is that it is this high price that has made the iPhone's combination of software and hardware perfect and dominated the entire industry for so many years.

The Internet does not mean low prices. Internet brands also need to have products that reflect attitude, just like Coocaa.

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.