2021 in the technology industry was originally a difficult year to say. However, there is a nascent TV brand that has played 2021 quite smoothly. In August, the brand upgraded + changed the name, and then envied others like the male protagonist of Shuangwen: Double 11 became famous by the whole network of "wrestling", the meta-universe conference stunned the entire industry, and at the end of the year, it suddenly broke the good score of 8.5% of the share... This is the protagonist of this article, Hisense's young fashion brand Vidda. As an electronic tide brand for the Z generation group, Vidda in 2021 has achieved a bumper harvest in terms of industry sales year-on-year decline, both in terms of market performance and brand awareness.
Young people can't do without music is the code for Vidda's success
"2021 may be the freezing point of the smart TV industry in the past decade," said analysts in the color TV industry. However, "breaking the ice" is not impossible, and grasping the outlet of a new generation of young consumer groups is a key. In such a context, Vidda identified the connection point between young people and music, and took the lead in launching a new category of music television. The abbreviation of Music TV Pinyin happens to be the same as the explosive Internet buzzword YYDS, which seems to indicate Vidda's high energy throughout the year.
A brief review of the vidda brand's representative events in 2021, especially since the second half of the year: On August 26, Vidda held a brand upgrade and music TV conference. At this meeting, the name of VIDAA was changed to Vidda, with a new young brand strategy and brand image, while proposing the goal of "becoming the top two in the Internet TV industry in three years" and shouting out the slogan of "the first good TV for young people". At the beginning of September, the "Technical Specifications for Smart Music TELEVISION" led by Vidda were announced on the national group standard information platform, laying a technical foundation for opening up a new channel for "music television".
On the eve of Double 11, the topic slogan #Let "God" Be Great Again" jointly proposed by Vidda and 8 brands caused heated discussion, and Vidda's brand intention of "users are God" was revealed. On the day of double 11, there was a popular video of "Vidda TV set fell from the logistics truck, rolled several times on the highway, the body is safe and sound" on Douyin, which became a hot search on Weibo and attracted the attention of the whole network, invisibly further enlarging and highlighting the product quality of Vidda TV, which is really "great, Made in China!"
In December, on the 7th, Vidda and Yuanqi Forest, Chain Home, Xiaocang Tea, Jingdong and other brand guests jointly launched the cutting-edge brand alliance ceremony, inviting young and energetic brands to join and jointly explore the development of new domestic products and new brands. After the 15th, the color TV industry's first new TV product released in the form of a meta-universe once again broke people's imagination of science and technology... Behind this series of such intensive "cross-border" marketing, it is not only the embodiment of Vidda's "youthfulness" from multiple dimensions such as brand, product, marketing, etc., but also reflects Vidda's brand "ambition" for the new subdivision of "music TV".
"Do a good job of TV for young people" with practical actions
With the rise of the consumption power of the younger generation and the change of consumption concept, the "quality-price ratio" has gradually replaced the "cost performance" and become the leading factor in consumption decision-making, and the demand for music scenes is a representative of the quality consumption concept. However, counting the new product technologies of various brands in the current Internet TV track, few brands have increased their layout in the music TV track. Based on this, Vidda, which took the lead in gaining insight into this market demand and consumption trend, reached a strategic cooperation with Kugou in May this year to debut the large-screen "Viper Sound Effect" to jointly create a music channel and a K song channel.
Subsequently, in August, Vidda's first-generation music TV V3F-PRO was released, which achieved a sound experience far beyond that of ordinary TVs in terms of form design, hardware configuration, software algorithms, and content quantity. This product that pays tribute to youth with a conscientious configuration was quickly sold as a "blockbuster" once launched, and it also took a solid step for Vidda to seize the young market under the new trend of the new era.
Under the industry trend of "large size first", wouldn't it be cooler for game audio and video to enjoy with a large screen? So in September, netizens ushered in the game viewing artifact Vidda 85V1F-S, which is known to have flagship hardware configuration and audio and picture performance, and supports the latest display technologies such as 4K/120Hz, VRR, and ALLM. At the same time, 85V1F-S also inherits the Vidda brand's gene of attaching importance to music experience, which supports Dolby ATOMS and Viper sound effects, and sets up exclusive music channels and K song channels in the JUUI intelligent system of Juhaoguan, which contains tens of millions of massive music resources provided by Kugou. Coupled with the conscience price of 8499 yuan (the first time to hand price of 7999 yuan), it is no wonder that netizens praised it as a "game viewing artifact".
Determined to "do a good TV for young people", Vidda has never been just talking, after the first generation of music TV V3F-PRO, the game movie god Vidda 85V1F-S, soon in December, Vidda officially released the second generation of music TV V5G. It is understood that the model is equipped with the Vidda HiFi sound system for the first time, equipped with 13 JBL sound units, providing a complete 100-watt power 5.1 surround sound experience. When the TV industry has long been misled by the concept of "buying a TV is buying a screen", it is often possible to talk about audio effects only in models with more than 10,000 yuan, and this product that takes the lead in realizing the flagship audio experience at a price of 4999 yuan has become a veritable sound quality ceiling within 10,000 yuan.
Whether the product is good or not, the market will speak. According to sales data, as of December 15, Vidda TV sales have exceeded 2 million units. During the Double 11 period, Vidda TV cycle retail sales, retail sales respectively increased by 157%, 137.1%, in the 51st week of 2021, Vidda online sales accounted for more than 8.5%, a year-on-year increase of 141.1%! Aowei cloud network data also shows that Vidda's sales volume and sales share in August-November this year increased by 127.2% and 118.4% year-on-year, respectively, and the cumulative annual share of 1-11 months increased by 55.65% year-on-year. Become the fastest growing TV brand this year.
Obviously, Vidda in 2021 has become a new force that the entire color TV industry cannot ignore, and the influence of this force continues to ferment and deepen from all aspects of market feedback. This young fashionista used his own hands-on practice to prove to the industry that the rules of the Internet were not made by a few big names. Without relying on the so-called "fan" army, without using hunger marketing, with the sincerity of "doing TV well for young people", you can also create real miracles.