As the two most active categories in 3C products in recent years, the smart phone industry is often used to contrast with the color TV industry. Entering 2017, the mobile phone industry will continue to increase its price increase trend in 2016. The difference is that from the “quiet price increase†to the “open price increase†through the method of increasing the product tone.
Perhaps because "internet TV" gradually matured as a subdivided category, the price war could hardly drive the development of the industry, or the traditional brands brought "high-end" Internet TV sub-brands to join the war situation, and the industry was getting closer to the technological dispute. Therefore, "Internet TV" presents a phenomenon similar to that of the smartphone industry: it has also begun to introduce expensive "new generation" high-end products.
There are two brands that deserve attention: one is LeTV, and the other is micro-whales.
LeTV is the pioneer of the Internet brand. Since its birth, it has announced "twice performance, half the price", and later it has developed into a hardware profit or even negative interest. However, with the increase in LeTV sales, LeTV has gradually abandoned the hardware does not make money. Since last year, LeTV has raised its price several times. LeTV executives have repeatedly claimed that they will allow users to pay for good products. They will not take the low-price route, and they will not be the first TV of silk screens. Take the latest release of LeTV as an example. The new 55-inch and 65-inch TVs are priced at RMB 8,999 and RMB 13,999.
Look at the micro whale again. Many people in the industry believe that micro-whales are the only internet TV brands that can pose a threat to LeTV. They have also been very aggressive in their pricing strategy and have even been called "price butchers." However, from the performance of this year's micro whale, low prices are no longer its main market strategy. Nail Technology noticed that the Micro Whale released the Drunken A Series (55/65 inch),
55-inch minimum price of 8999 yuan, 65-inch price of up to 17,199 yuan, selling more than LeTV.
Similarly, as an emerging Internet brand, as a sample of the "price increase tide" of Internet TV that may later spread on a large scale, micro-whales do not take the low-cost way, but set the price almost equal to that of Sony. Brand, worthy of attention.
Xiao Bian had previously investigated, 55-inch 4K smart TV, LeTV and micro whale drunk thin A series of 8999 yuan price, has exceeded most TV brands, only Sony's high-end products X9000E series can be compared with Its price also happens to be 8999 yuan.
In contrast, small brands such as Chuangxing and Wanjia, the price of 55-inch 4K smart TVs is less than 2,500 yuan, and the prices of traditional mainstream brands such as Skyworth, Hisense, Konka, and Changhong are mostly around 4,000 yuan. .
The price of Internet TV, from the previous "cabbage price" to today's can be called "platinum price", in the end is a short-term marketing strategy or a long-term strategic approach? Nail Technology has also analyzed before, to meet the new wave of price increases, lock in high-value groups, and strengthen technology labels are the three major reasons for the current price increase of Internet TV brands.
In any case, some brands are still taking the low-cost route, and the days are really difficult, such as Storm TV.
According to the Stormwind Group's 2016 annual report, TV revenue in 2016 was 930 million yuan, but TV-based hardware operating profit was -1.4 billion yuan, which once caused a drop of nearly 70% in net profit attributable to shareholders of Stormwind Group. Stormwind Group pointed out in the report that the loss was mainly due to rising raw materials such as TV panels and pointed out that in 2016, 800,000 units were sold. This sales volume is far from the target of 10 million for three years before Storm TV. The current sale price of Storm TV is a minimum of 2199 yuan, the highest is 5999 yuan.
Although Internet brands actively raise prices, although they are conducive to raising profit levels, they are already accustomed to “acceptable†consumers. They still need to be further observed.
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