Traditional color TV companies use the strategy of flooding the market with products to counter the marketing of “single hit product”

"We recently launched a 58-inch product, hoping to make it a hit during the World Cup." Recently, a person in charge of a color TV manufacturer told a reporter from Nandu. For a long time, the marketing of color TV products has always been a sea of ​​​​machines. Multiple sizes and models have collectively flooded the market with the intention of sharing many market segments to the greatest extent. However, in the past two years, cross-border Internet companies have impacted the market with single product "hotspots".

"This is not a creation of the color TV market," said Peng Yu, deputy general manager of CICC. The most successful example is Apple (92.29, -1.57, -1.67%). In his view, the strategy of flooding the market with products and the marketing of hit products are both market means, and each has its own resources to exert its energy environment. Behind the strategy of flooding the market with products and the hot selling of single products is a different competition model from the past. Judging from the mobile phone , there will be more marketing changes in the future.

Hot-selling single products have cost advantages

When Nokia dominated the mobile phone market, it relied on the strategy of launching a large number of products to become the king. In the era of smart phones, Apple created a miracle of winning the world with a single hit product. Today, the color TV market also has a competition between the strategy of launching a large number of products and a single hit product.

"The reason why prices can be lowered again and again is related to the reduction of costs after the single product scales up." Regarding the recent price cuts of Internet TVs , home appliance analyst Zhao Chengang told Nandu reporters that Internet companies have no accumulation and little burden, so they can concentrate marketing resources on creating hot products. As sales increase, production costs will be further reduced. In his opinion, color TV companies can also try to introduce more "hot product" marketing methods.

Peng Yu said that the advantage of hot-selling marketing is to concentrate marketing resources and channels, and fight large-scale campaigns with effective resources. This has been relatively mature in the field of mobile phones, and this kind of marketing also has requirements for products, which must be cross-era products, unique, and integrated with multiple consumer demands, and the price is not afraid of being high.

In fact, this is nothing new for color TV companies. "We have had the concept of star models for a long time. In marketing activities, we will focus on a certain model or size. Sometimes third-party organizations will give sales rankings of certain specifications. The ones on the list are generally the star models that companies focus on creating." said a domestic color TV company.

However, in the past, color TV companies still mainly used the strategy of flooding the market with products. It is reported that although color TV companies would select star models for marketing, they would only slightly tilt the focus. In marketing activities, they still mainly used overall promotional means and brand marketing, and would not devote all their efforts to multi-faceted marketing on one product like Apple. Nandu reporters visited large supermarkets and found that the slogans set up on site were also mainly based on the brand and function as a whole. Consumers could not remember the model, but remembered the brand, size, function and other information.

Color TV companies also want to create "explosive products"

"We are also hoping to create a hit product now," the person in charge of the aforementioned company told reporters. This World Cup used a 58-inch product as the main promotion. In fact, they are also considering the difference between two types of marketing. One is to focus on the marketing of star products, thereby driving the sales of products of other models and specifications. The second is overall policy promotion and marketing. Unfortunately, the consumer market is changeable, and it is difficult to have a clear quantitative comparison. Different markets will be more suitable for which method. "The market is too complicated. It depends on how other companies do it. It is also possible that the focus of marketing is on one model, but the sales volume is not as good as that of the other party." The marketing choices of color TV companies need to consider more risk factors.

What worries color TV companies is that color TVs and mobile phones have different properties. Mobile phones are the devices that consumers use and touch for the longest time every day, while the experience time of TVs is much shorter, so the requirements for the durability and operability of TVs are very different.

"The era of television as a value attribute has passed." Peng Yu said that televisions can have excellent performance, but the price is also very high, but consumers do not perceive value very well and are not easy to accept. Therefore, there must be low-end products to meet low-end needs in order to meet different market segments. Naturally, the strategy of flooding the market with products has been formed.

Zhao Chengang, an analyst in the home appliance industry, told Nandu reporters that even a single hit product is not that easy to make. Take the competition between Apple and Samsung in the mobile phone field as an example. In order to compete with Apple, Samsung has launched multiple products. "It can be clearly seen that Samsung launched mobile phones similar to Apple, but the price is slightly lower. Then it launched products with better configurations, and the price is higher than Apple, but it is about the same. Apple's market share has been taken away by Samsung. Apple also launched 5s and 5c to enrich its product line."

The market is still too crowded

Peng Yu said that the cooperation between enterprises and Internet companies, such as the cooperation between TCL and iQiyi , is also to create a hit in the market segment, but it is not easy. Obviously, color TV companies have more abundant manufacturing, channels, and market resources, and have decades of market experience. However, it is precisely because of the large scale that enterprises are not only difficult to turn around, but also have to ensure the interests of the existing business model and not affect the foundation during the transformation.

In addition, color TV companies cannot afford to lose money, and cannot use Samsung's strategy to deal with cross-border companies like it did with Apple. Color TV companies still rely on hardware for revenue, while cross-border Internet companies sell content, and the latter use cost-priced TVs to build their own user system.

In fact, in markets such as Europe and the United States, cross-border Internet and IT are not uncommon, but only in the Chinese market are there so many brands, domestic and foreign brands and cross-border players, with twenty or thirty brands competing for the national market.

Peng Yu said that at present, color TV companies are using the best marketing methods they can. "In the fierce competition, no company has fallen behind. Companies are working hard to change and not fall behind, which is not easy." Written by: Nandu reporter Wang Haiyan

[Industry opinion]

Peng Yu, Deputy General Manager of CMM

There are many comments about color TV companies from the outside world, but it is easy to say without any pain. Color TV companies are also working hard to change, but they are not on the same competitive dimension. Some of them have a lot of energy but nowhere to use it. It is not only the Internet. In the future, it may not only be Xiaomi that may use single products. They may not sell TVs, but may give TVs away.

Home appliance analyst Zhao Chengang

Internet companies have no accumulation and little burden, so they can concentrate marketing resources on creating hits. As sales increase, production costs will be further reduced. Color TV companies can also try to introduce more "hit" marketing methods.

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.