Price wars, homogenization, serious inner volume... In recent years, the television industry has been under great pressure to develop. How to innovate and break the situation has become a problem to be solved in front of tv companies. In the author's view, product technology belongs to the "art", brand innovation belongs to the "tao", only by combining the "tao" and "art" can we achieve real game-breaking development.
Unfortunately, many TV companies have not achieved balanced development in terms of "Tao" and "Technique", especially in the improvement of brand power, as a limitation. This is not only a challenge for enterprises, but also a crisis for the industry. Of course, there are also some companies that are keenly aware of this and forward-looking to promote the upgrading of brand strategies, such as Skyworth TV.
Recently, the brand survey data issued by kantar, a world-renowned data insight agency, shows that the 2021 Skyworth TV brand has outstanding performance in terms of brand recognition, brand segmentation, brand goodwill and other dimensions, all of which are at the forefront of the industry. This is Kantar's first report in July 2021, which once again affirmed skyworth TV's brand performance.
The competition in China's TV market is becoming increasingly fierce, and brand power plays an increasingly important role in the process of winning the market. Behind this excellent brand report card of Skyworth TV, what kind of brand upgrade code is hidden?
Strong "brand potential"
As early as 2019, Skyworth TV launched the brand's "high-end, scientific and technological, young" strategic upgrade action, after three years of development, Skyworth TV's brand power has made significant progress, so that this head technology company in the new industry and consumption background to glow with new vitality.
The data is the most convincing. On December 31, Skyworth released the second issue of brand research data issued by Kantar: In 2021, Skyworth TV brands performed prominently in terms of brand recognition, brand segmentation, brand goodwill and other dimensions, all of which were at the forefront of the industry.
According to the survey data, Skyworth TV's brand recognition advantage is significant: the overall brand awareness ranks first, 79% of the surveyed consumers recognize the brand when showing the brand name and logo, an increase of 2% over the previous report; the brand is second in the first mention without prompt (accounting for 13%); the second place in all mentions without prompt (accounting for 46%); the brand segmentation of Skyworth TV is increasingly emerging: the brand preference ranks second (accounting for 11%); the brand consideration ranks second (51%) Skyworth TV brand favorability is stable and good: brand preference ranks second (16%); brand satisfaction ranks third (19%).
Compared with the brand research data issued by Kantar in July, Skyworth TV's brand power has maintained a stable play, and many of the core brand indicators in 2021 have ranked among the top three in the industry, which shows that after three years of strategic upgrading, Skyworth TV's brand value has steadily improved and its development potential is strong.
Strong brand momentum also translates into market performance. In the first three quarters of 2021, Skyworth TV achieved counter-market growth, and the turnover of the domestic market and overseas market increased by 10.8% and 35.0% respectively over the same period last year. In the domestic market, according to Aowei Cloud Network (AVC) data, skyworth TV OLED offline channel sales market share in 2021 continues to lead the industry; skyworth's 8K products and "75 inch +" size segment product sales also received a substantial increase of about 331% and 64% year-on-year, respectively.
Brand data and market data shine together, how is this achievement achieved?
The key "four-way force"
It is easier said than done, and it is not easy to complete the brand upgrade of "high-end, scientific and technological, and youthful". Skyworth TV has achieved the steady advancement of brand upgrading through "four-way force".
First, create a high-end product matrix. High-end brands need to be perceived through high-end products, and in the previous Chinese television industry, there were very few companies that really had the ability to forge high-end products. Skyworth TV grasps the historic opportunity of display technology upgrading, takes high-end products as the starting point, and forms a high-end product matrix of "applause and applause". For example, in the field of OLED, Skyworth has launched nearly 40 OLED products, based on the W and S series product lines, constantly implementing and extending the elevation of its own brand tonality and the improvement of texture, and achieving the dual conquest of market sales and mentality in the high-end market; in terms of 8K, Skyworth is one of the world's few manufacturers with the ability to produce 8K display devices, and launched its first mass-produced 8K TV Q91 at CES in January 2020; in September, launched the industry's first 10,000-yuan 8K TV" The Q71" and Skyworth 5G+8K one-stop solution led the industry to break through the bottleneck of 8K penetration; in March this year, the world's first 88-inch 8K OLED TV W92 was released, pushing the peak of 8K image quality to a new height again. Facing the 75-inch + high-end market, Skyworth launched the 0.86 high-color quasi-OLED TV S82, breaking the industry's color quasi-ceiling and leading the large-screen video and audio experience to a professional level.
Second, the depth layout of cutting-edge display technology. Technology-driven is something that Skyworth TV executives, including brand management, often say. In terms of the innovative layout of TV core display technology, Skyworth also has outstanding performance.
From the olED point of view, Skyworth does not engage in simple "take-ism" like some enterprises, but takes self-developed technology as the core to build a technical "moat" in the OLED field. For example, Skyworth TV is the first in China and the second in the world to have OBM (OLED module self-made) capabilities and qualifications of technology enterprises, which allows Skyworth to have oled TV differentiation and innovation space, so there is also a wallpaper OBM TV W81 series, screen sound OBM TV S81 Pro series, deformation OBM TV W82, Feng thin OBM TV S82 and other innovative explosive products have been launched.
In the field of MiniLED, which has exploded with potential, Skyworth has made efforts from multiple dimensions such as technology and industrial chain, and continues to lead the trend of high-end MiniLED technology. Based on its own MiniLED brand - Skyworth Mingli Screen, Skyworth has successively released 2 high-end MiniLED TV products Q70 and Q72 this year. Among them, Skyworth Mingli Screen SmartMini LED TV Q72 is the world's first mass-produced TV product that applies a new generation of COG glass-based MiniLED process, which has achieved a new leap in the picture quality of MiniLED TV. Not only that, Skyworth has also deeply cultivated the industrial chain and invested in the construction of miniLED display technology industrial park in Wuhan. It is understood that after the completion of the project, it will form a large-scale intelligent manufacturing base for MiniLED TVs with an annual output of more than 2.4 million units and an annual output value of more than 10 billion yuan.
In terms of core image quality technology, Skyworth not only creates its self-developed AI image quality optimization solution - Skyworth AI quality engine, but also has Skyworth 30+ picture quality adjustment technology that relies on more than 30 years of image quality adjustment experience and technical accumulation. Skyworth 30+ picture quality adjustment technology provides continuous talent guarantee with "technology-driven professional team", "Skyworth 30+ picture quality adjustment model" guides the adjustment direction, "professional picture quality test sequence library" cooperates with "more than 500 picture quality experience test cases", and the picture quality technology moat created is to master these two core technologies, skyworth can continuously break through the industry picture quality ceiling and set a new benchmark for picture quality.
From the perspective of artificial intelligence and large-screen AIoT technology, Skyworth has created an industry-leading TrensAI full-time AI intelligent life butler, which can empower smart devices such as TVs to achieve two-way human-computer interaction between voice and vision; and created the world's first large-screen AIoT ecological Swaiot small-dimensional intelligent connection, taking the lead in realizing the interconnection of all things in smart devices centered on large screens, with three core technical advantages of one-click network distribution, smooth concurrent response, and real-time status synchronization.
The innovative layout of Skyworth's core display technology has also actively promoted the international development. Overseas, in 2021, Skyworth achieved good sales growth in a number of key markets including South America, Asia, Oceania, the Middle East and Africa. In particular, it is worth mentioning that Skyworth's overseas OLED TV sales have also recorded bright growth, which fully reflects skyworth's high-end market in the world.
Finally, high-end marketing moves continue. Since March 2019, Skyworth TV has successfully held a number of top-level conferences and related O2O offline experience activities, and its high-end marketing strategy has attracted the attention of a large number of high-net-worth users and vertical groups such as sports and games. From holding top-level new product launches and holding hands with Juventus Football Club, to inviting Tan Songyun to serve as the spokesperson of the "Ablaze Series" and holding cross-border product tasting meetings with brands such as Nikon, Skyworth TV has achieved in-depth communication with users and consumers, and the brand temperature and brand concept have also been fully demonstrated.
From the four directions of high-end products, cutting-edge technology, global development and brand marketing, it has laid a solid foundation for skyworth TV to smoothly implement the brand strategy upgrade.
Multi-dimensional "change leadership"
In 2019, the reason why Skyworth TV is determined to open the brand strategy upgrade of "high-end, high-tech, and youthful" is because they keenly judge that the TV industry has reached a crossroads of change and development.
At this intersection, either immerse yourself in the comfort zone of past development, rely on price competition and scale manufacturing to win the market; or resolutely say goodbye to the price war, use a series of scientific and technological innovations to promote product value upgrading, use unprecedented innovative experience to give the brand high-end attributes, and resonate with the same frequency with the younger generation of users with the thinking and action of advancing with the times.
Skyworth TV clearly chose the latter. Why do many TV companies not promote brand upgrades in a timely manner like Skyworth? In the author's opinion, on the one hand, they lack awareness of the importance of the brand, only know how to bury their heads in the car, but do not know how to look up at the road; on the other hand, the relevant capabilities are not enough, lack of accurate judgment of industry and consumer trends, and strategic actions based on ability and judgment to make brand upgrades.
Since 2019, the brand upgrade action of Skyworth TV is not as simple as some companies, just changing the slogan of brand promotion, but a deep change around multi-dimensional competitive elements such as strategic positioning, product technology, market expansion, and circle operation.
It is worth noting that such innovative changes are not the traditional "enterprise-centric" development, but the "meaningful and valuable innovation" promoted by adhering to the "user-oriented". Such "Skyworth-style" brand innovation also has demonstration value in the industry.
Of course, such a change will not be achieved overnight, but the brand and market results in the past three years have shown that as long as we anchor the brand upgrade direction of "high-end, technology and rejuvenation" and continue to adhere to the "four-way force", Skyworth TV can continue to rejuvenate and become the leader of a new round of industrial change.
In 2021, the TV industry is still operating at a low level, and historical experience shows that the fluctuations of the market are the norm, but after each fluctuation cycle, the brand competition pattern will be reshaped. Skyworth TV, which has made four-way efforts, three years of upgrading, and continuously promoted brand upgrading, will undoubtedly become a global benchmark enterprise in the new cycle of the TV industry. (Nail Technology original, reprint please be sure to indicate the source of "Nail Technology Network")