The turning point of the TV industry: Internet surpasses traditional brands starting from this year's 11.11

It has to be said that with the development and acceleration of the pace of change, the principle of first impression has become extremely useful in the technology industry. For example, the current price standard of domestic mobile phones is 1,999 yuan, which is set by one brand, and it has become quite difficult for other brands to break it.

In the Internet TV industry, which is as hot as mobile phones, the convention of first-mover advantage seems to be equally obvious. Xiaomi and LeTV are constantly upgrading their own TV products just like they produce mobile phones, and traditional TV brands are also busy transforming towards the Internet through various means and channels. Under this situation, the room for survival of other emerging brands seems to be getting smaller and smaller.

However, this year, a dark horse called Weijing has emerged and is changing all this.

The brand debuted three months ago and became the sales champion ninety days later

On August 13, Whale released its first TV product since the establishment of the brand, the 4K flagship WTV55K1 with a 55-inch screen. Just when many people felt that there were too many choices of 55-inch TV products on the market and were worried about the market prospects of Whale, three months later during the Double 11 shopping carnival, Whale delivered a beautiful answer.

According to data from Weijing Technology, during the "Double 11" period, Weijing TV sold 27,865 units in its Tmall flagship store, with a consumption record of over 100 million on the day. With only one product on sale, it won the sales championship of 55-inch TVs on Tmall. In contrast, Weijing, which has been in a growth period of three months, used only one product to take advantage of "Double 11" to achieve a total payment amount close to the total payment amount set by Xiaomi TV in 12 hours during this year's Mi Fan Festival, and refreshed the record set by Xiaomi TV on Tmall's "Double 11" last year. The brand's growth speed is astonishing.

Just five minutes after the sale started on "Double 11", the official Weibo account of Whaley announced the news that "pre-sale volume exceeded 7,000 units within two minutes of the sale". The pre-order volume of Whaley's 55-inch 4K flagship was twice that of the second-place 42-inch KKTV. In the separate category of 55-inch 4K, the sales volume was nearly five times more than the 1,766 units sold by a certain old TV manufacturer. It can be said that this year's "Double 11" officially established the turning point in the TV industry where Internet brands surpassed traditional brands.

On November 20, Weijing held its second press conference. CEO Li Huaiyu said that the reputation accumulated on Tmall has greatly promoted users' understanding of the brand. Obviously, Weijing's high recognition by users is both surprising and not surprising. Because of its quality and content, Weijing's products are destined to "stand out from the crowd."

From flagships to small steel cannons, products are the benchmark for measuring brand value

Today, Whaley has released its second product to extend its product line further downward, launching a new 43-inch 4K smart TV WTV43K1, named "Little Cannon". Whether it is the 55-inch "big flagship" or the 43-inch "Little Cannon", the high level of product quality is undoubtedly the most important factor in promoting the rapid growth of the brand.

The screen is the most core "face" part of the TV. Both of the two Weijing TVs are made of LGD's original imported 4K panels, and both are IPS hard screens. What is more noteworthy is that in the introduction of screen quality adjustment on the Weijing official website, there are as many as 24 items listed, including UNCR ultra-clear noise reduction, DB dynamic compression mark removal, CTI color sharpness enhancement, CCM color correction matrix, etc., which are attractive with "color" and return to the inherent sound and picture origin of the TV. This is not common among Internet TV brands that emphasize functionality.

Of course, television as an audio-visual device is not just for viewing. Weijing defines its product as an ultra-thin TV with built-in Hi-Fi-grade speakers, and invites "music poet" Li Jian to serve as chief art consultant and participate in the entire tuning process.

In terms of product design, the appearance of the Whale TV is inspired by award-winning design teams such as iF, Red Dot, and IDEA. In particular, the newly released 43-inch Whale TV has abandoned the industry's common 7-degree mold and adopted the same mold technology as Apple TV. Although it is more expensive, it can make the frame truly level with the screen, which shows the pursuit of craftsmanship.

Backed by Chinese culture, the content advantage is surprising

The biggest change of making the TV intelligent and turning it into an Internet-connected terminal is naturally the presentation of more diverse content to users on the large screen, which can also be regarded as the killer feature of Weijing TV.

Whale TV has content productivity based on Chinese culture. Under the Chinese cultural system, it includes content providers such as TVB, Warner Bros., Star Media, DreamWorks, IMAX, and Ti-Ao Power, including animation resources such as "How to Train Your Dragon" and "Penguins of Madagascar"; a large number of variety shows including "The Voice of China" and "King of Masked Singer"; a large number of Hong Kong dramas and Hong Kong film copyrights; sports competitions; and even financial program resources. Regardless of quantity or quality, the content output by Whale TV can be described as terrifying, and it is no exaggeration to call it a big screen that goes directly to Hollywood and the priced content library.

What is particularly impressive is that at the press conference on the 20th, the "Kung Fu Panda 3" that made its debut was the first work of Oriental DreamWorks, a joint venture between China Media Group and American DreamWorks in 2012. Not long ago, during President Xi Jinping's visit to the UK, Whale Technology Chairman Li Ruigang also negotiated with the British BBC to introduce some BBC documentaries to the Whale TV broadcasting platform. Coupled with content resource libraries from Alibaba, Tencent and others, Whale's content layout has reached a level that has surprised many industry veterans.

With outstanding hardware quality, excellent content advantages, and cost-effective pricing with Internet thinking at 3,799 yuan for the 55-inch TV and 1,899 yuan for the 43-inch TV, although Weijing did not catch the first train in the wave of popularization of Internet TV, from the perspective of hardware, content, and price, the three factors that most influence the performance of Internet TV in the market, the murderous aura of this blue whale is bound to be more impactful and have more potential than its cute logo.

This year's "Double 11", it can be said that in the field of television, Internet brands have truly achieved partial transcendence of traditional brands. This small change is a recognition from the market and a harbinger of greater changes in the future. It shows that the overall environment of the entire industry is changing, moving towards the Internet and diversification.

Weijing is also at the forefront of the trend and is rising with the momentum.

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.