Traditional color TV companies want to stand out through cross-border marketing

Since last year, traditional color TV manufacturers have embraced the Internet, and Internet manufacturers have crossed over into the color TV field, which has become a new trend in the industry. This "cross-border fire" is getting hotter and hotter in 2014. Judging from the Internet Conference just held, whether it is the CHiQ smart TV promoted by Changhong or the TV+ smart TV family launched by TCL and iQiyi, they have jumped out of the traditional TV thinking and are different from the thinking of Xiaomi and LeTV to seize the entrance to the living room with Internet TV, becoming a typical representative of the Internet transformation of traditional color TV manufacturers.

Faced with market pressure after the withdrawal of the national subsidy policy, cross-border marketing has once again become one of the main means for domestic color TV companies to boost sales this year. Following the cooperation with Hollywood, TCL and Hunan Satellite TV recently jointly launched a new TV product Mango TV+, once again cross-border marketing. Judging from the performance of color TV companies announced in the first half of the year, Hisense Electric, TCL Group, and Sichuan Changhong have all experienced declines to varying degrees. Therefore, how to stimulate consumption and stand out from competitors has become a difficult problem that color TV manufacturers urgently need to overcome. Some manufacturers have begun new trials and explorations, and have carried out cross-border cooperation in the fields of entertainment programs, celebrity interactions, and Internet videos, hoping to have good market performance.

In addition, as manufacturers launch more 4K TVs, the competition in the color TV market in the second half of the year may become more brutal. A reporter recently visited the home appliance market and found that the price of a domestic 55-inch 4K TV has fallen below 8,000 yuan, while that of foreign brands has fallen below 10,000 yuan. As market competition heats up, various marketing methods emerge in an endless stream, and cross-border marketing will become the main promotional method in the future.

Since TV manufacturers are optimistic about cross-border marketing, a new form of cooperation, they have transferred risks through the Internet, TV and other platforms to improve the reputation of their products. It is understood that major color TV companies have increased their marketing efforts this year. TCL has joined hands with "The Voice of China 3", and Sichuan Changhong has launched a series of videos on the Internet platform after launching the smart TV CHiQ at the beginning of the year. Shenzhen Konka also invited film and television actors to endorse its latest products in August. As sports and entertainment programs have become areas of great concern to consumers, home appliance companies that can provide users with viewing hardware products hope to use entertainment marketing to attract users' attention and gain a larger market share.

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.