In recent years, the market demand in the TV industry has been saturated, product sales have continued to be sluggish, and the track "nuggets" have become significantly more difficult. In 2021, the sales volume of China's color TV market will decline again unsurprisingly. According to the data of Aowei Cloud Network, the retail volume of color TV in China in 2021 was 38.35 million units, down 13.8% year-on-year.
In the obvious decline in sales data, the sales of giant screen TVs are a bit of a surprise.
According to Aowei Cloud Network data, in the second half of 2021, 86/85-inch TV sales gradually rose and ushered in a small peak in November, with sales of nearly 70,000 units. In terms of average price, 86/85-inch TVs have fallen below 10,000 yuan from November 2021 and are expected to be lowered by more than 3400 yuan.
I thought that the rise in giant screen TV sales was only an accident, but I traced back to the source and found that in 2021, the new forces secretly increased the giant screen TV market, injecting new impetus into the giant screen market. In the new year, the giant screen TV market has heated up again, which can be seen from the promotion of the e-commerce goddess festival.
The giant screen machine fights for the price of one yuan
In March 2022, during the e-commerce goddess festival promotion, the Xiaomi Redmi MAX 86 dropped to an all-time low price of 7377 yuan; on March 4, the Vidda 85V1F-S was immediately marked with a price tag of 7378 yuan. Perhaps stimulated by the one-dollar bidding, on March 7, the Redmi MAX 86 suddenly plummeted to 6999 yuan, and the price of the giant screen TV was as low as 7,000 yuan, which can be said to have "smashed through the floor".
Generally speaking, the same product has a greater advantage in low prices, Vidda 85V1F-S chose to "sell one dollar more" in the e-commerce goddess festival, so behind the market bidding logic there is actually a deeper reason behind the support.
First of all, if the Redmi MAX 86 is the representative of "cost-effective", then Vidda 85V1F-S is synonymous with "high quality-price ratio", the word difference reflects different product operation concepts, in the ratio of quality to price, Xiaomi is heavier on "price" and Vidda is heavier on "quality".
Secondly, the Vidda 85V1F-S sells for one dollar more in order to sound the alarm bell of consumers' "quality ratio". Selling more than one dollar is obviously a prompt: "+1 yuan to buy higher quality". For ordinary people, the giant screen TV with a price of nearly 10,000 yuan is a high-consumption commodity, and it is necessary to follow the concept of "one look at the brand, two look at the configuration, three look at the quality, four look at the word of mouth, and five look at the price".
Moreover, only by firmly grasping the mainstream young consumer groups can giant screen TV brands ensure the sustainable growth of sales. At present, the most significant consumption characteristics of young people are "quality > price", if the product quality, configuration, service is not recognized, then the lowest price will not be recognized by more young people.
For consumers who want to buy a giant-screen TV, it is best to start at this time. Because in the bidding stage of the giant screen TV brand, the product price is repeatedly depressed and the preferential activities are rich, and it is the most economical to buy at this time.
The dramatic 7378 and 7377 "1 yuan dispute" can't help but remind the author of the scene when Xiaomi just released the Redmi Max 86 in February 2021.
Initial stage: Win at a low price
In February 2021, Xiaomi released the Redmi Max 86 priced at 7999 yuan.
Data source Ovi
At that time, the price of giant screen TVs was generally more than 10,000 yuan, such as Samsung TU8000 priced at 16999 yuan, Sony 85X9000H priced at 19999 yuan. Xiaomi relies on the people's low price and the "ladder is not blocked" packaging strategy, so that ordinary home users can also use the giant screen TV, which caused a topic at that time, and led to the growth of the giant screen TV market size.
Behind the peak of giant screen TV sales, it is nothing more than the potential demand of ordinary consumers for large screen products, and the "cost performance" strategy has played a role in stimulating consumer desire. User consumption demand is strong, the price threshold becomes lower, sales volume increases accordingly, and the TV market may enter the era of large-screen popularization.
It is undeniable that Xiaomi's "cost-effective" strategy has worked again, but as the sales of the Redmi Max 86 have risen, there have been doubts about its picture quality, system, timbre and other aspects in the market. The low-cost giant screen is tempting, but compared with the Samsung TU8000 and Sony 85X9000H priced at nearly 20,000 yuan, the Redmi Max 86 is limited by the price and has limited configuration space.
The price has dropped and the configuration has not kept up, and consumers are not satisfied with the quality of the product, which is the problem faced by the giant screen TV brand in the initial competition stage. Subsequently, Internet brands such as Vidda have entered the market, which really opened the unexpected popularity of giant screen TVs.
Qualitative stage: The "qualitative" one is king
In May 2021, Kukai launched the 86-inch giant screen TV Max86, the starting price of 8666 yuan; in September, Vidda launched the 85-inch giant screen TV 85V1F-S, the first price of 7999 yuan, the same low price as the Redmi Max 86 but the configuration is different.
In terms of audio configuration, the Vidda 85V1F-S is equipped with dual 18W speakers and 25W independent speakers, and the Redmi Max 86 is only equipped with dual 12.5W speakers; in terms of hardware performance, the Vidda 85V1F-S is equipped with a 4-core A73 chip and 3GB+64GB ram, and the same chip of The Redmi Max 86 is only equipped with 2GB+32GB of memory.
A story about the real users of Redmi Max 86 is quite lamentable: a netizen with a large living room at home, seeing the low price of the Redmi Max 86 screen, ordered one in seconds, but after using it for a while, he found that the speaker volume of the TV was too small, and it was very embarrassing to use it in the large living room - his solution was to spend more than 10,000 to buy a set of 7.1-channel audio, the effect was good, but the original intention of the original "cost performance" was gone.
Obviously, the Redmi Max 86 and Vidda 85V1F-S have the same price but a large configuration gap compared to the Vidda 85V1F-S. Vidda 85V1F-S is generally superior to Redmi Max 86 in key configurations such as picture quality, audio, hardware performance, and various advanced features, and its more sincere configuration has won the favor of consumers, further promoting the growth of giant screen TV sales.
With the addition of vidda and other new forces of giant screen TV, the quality standard of giant screen TV has also been raised to a higher level, and the dark war of giant screen TV has entered the stage of quality comparison.
On the one hand, cost performance means low profits, in order to exchange for greater market and profits at a lower price, companies often choose low-cost configurations, so that the quality of the product is not satisfactory, which has caused consumer resistance for a long time, and more and more consumers will take the "quality-to-price ratio" as the first standard of consumption, which is also the reason for the rise in sales of Vidda 85V1F-S.
On the other hand, cost-effective products can only meet the basic needs of consumers, only for high-frequency purchases, strong substitution, low-value goods, while giant screen TV belongs to high-value, low-frequency purchase of household goods, the same giant screen TV "quality-price ratio" is more attractive. Some Weibo netizens interpreted it as "cost-effective, can only bring the excitement of the moment of purchase." The quality-price ratio is the pleasure of long-term companionship", which is also appropriate.
In the short term, low prices are indeed the best means to stimulate consumption, which can be exchanged for a temporary high sales. In the long run, a new generation of consumers prefer high-quality products, and after the giant screen TV manufacturers establish a "word-of-mouth effect", the returns will be more abundant.
The next stop of the giant screen dark battle: seeking trends, strong technology, and grasping the future
The "battle results" of giant screen TV stand above sales, and it is clear who has achieved stage victories.
Aowei cloud network data shows that Vidda's cumulative annual market share from January to November 2021 increased by 55.65% year-on-year, which is the fastest growing TV brand in 2021. In addition, some media reported that the Vidda 85V1F-S became the best-selling 85-inch TV in the domestic home appliance market within three months of listing, ending Sony's long-term monopoly on 85-inch history.
Looking back, Vidda's high-speed growth logic in these months is actually very well explained, one is to seize the giant screen TV market dividend, closely follow the market demand to launch a TV that meets the love of young people; second, driven by technology, Vidda backs hisense's advanced manufacturing capabilities, deeply cultivate quality to establish a good reputation; three rely on high configuration and low price, "high quality and price ratio" products open up the market imagination space.
In terms of the rhythm of competition, giant screen TV brands have transitioned from the past spelling "cost performance" to fighting "quality-price ratio", how to cater to market development trends to expand new space, has become the key to the decisive victory of giant screen TV brands.
From the user level, the consumption of a new generation of consumers is more and more inclined to high-end, intelligent and high-quality, which puts forward higher requirements for the technical strength and service power of the giant screen TV brand. Specifically, high-end goods have higher requirements for after-sales service, distribution services, etc. than ordinary products, and intelligent and high-quality goods have higher standards for technology.
From the brand level, juping brands need to cater to new trends in the industry and improve product quality and service, that is, to further enhance commodity power and user loyalty. In addition, in the face of intensified competition, juping brands need to continue to exert efforts in technology research and development, channel construction and other aspects to enhance their competitiveness.
Overall, after the changes and adjustments in 2021, the giant screen TV industry has driven out of the "bidding area" and will further drive to the "quality and price area".
Text/Liu Kuang public number, ID: liukuang110