For a long time, compared with many home appliance categories, the brand concentration of the color TV industry is not high, and it is difficult for the head brand to open the gap. However, this situation is quietly changing, and since entering 2022, the "Matthew effect" of the color TV industry has become stronger and stronger. "Nail Technology" noted that in terms of offline sales, in the latest color TV best-selling list Top10, 10 models are all covered by Hisense and Sony two major brands, of which Hisense TV has 6 models on the list, and Hisense U7G series alone has 4 models on the list, becoming the largest Internet celebrity in the high-end large-screen market. Behind the color TV giant dominating the best-seller list, is it a flash in the pan or an inevitability of strength support?
Two major color TV giants at home and abroad dominate the "best-selling list"
For color TV consumers, the best-seller list ranking is a very important concern. On the one hand, from the best-selling models, we can judge the product technology trend and consumer trend trend of color TV; on the other hand, we can also have a more intuitive assessment of the strength of color TV brands.
In addition, unlike the achievements of various color TV brands relying on a single channel, the online and offline color TV best-seller lists counted by third-party market agencies are more scientific and objective.
Nail Technology noted that according to the market monitoring data of Aowei Cloud Network as of 1-11 weeks in 2022 (January 1, 2022 to March 13, 2022), the color TV best-seller list shows three characteristics:
First, Hisense Sony dominates the list.
Among the top 50 best-selling models of color TV, in terms of sales, Hisense has the most shortlisted models, reaching 17 models, and the second is Sony, with 12 models shortlisted. Skyworth (7 models), Samsung (6 models), Huawei (4 models), TCL (4 models) ranked 3-6 respectively.
In terms of sales volume, Hisense also ranked first, with 19 models shortlisted. Skyworth (10 models), Konka (6 models), TCL (6 models), Sony (5 models), Huawei (3 models), ranked 2-6 respectively.
If you look at the top 10 sales, it has completely become the stage of Hisense and Sony. Among them, Hisense has 6 shortlisted and Sony has 4 shortlisted. From the perspective of top 10 sales, Hisense also has 4 models on the list, which is the brand with the most products on the list.
Overall, Hisense and Sony have become the biggest winners in the best-seller list, especially in the top 10 sales list, and the advantages of the two major brands can be described as a ride.
Second, high-end large-screen products are very popular.
Taking the top 10 models in sales as an example, Hisense and Sony monopolized these 10 models, of which 4 were 65 inches, and the others were large-sized products of 75 inches to 88 inches. At the same time, from the perspective of price, the price of 7 products exceeds 10,000 yuan. Three of Sony's 4 products are priced at more than 10,000 yuan, and 4 of Hisense's 6 products are priced at more than 10,000 yuan.
Third, the Hisense U7G series has become the hottest model.
Among the top 10 models in sales, Hisense U7G series has the largest number of high-end products on the list, with a total of 65U7G, 75U7G, 65U7G-PRO, and 75 U7G-PRO entering the best-seller list Top 10 list. It is worth noting that if the list is expanded to Top20, Hisense 85U7G and 85U7G-PRO are also shortlisted. It can be seen that the overall strength of hisense U7G series can be described as unique in the high-end market, and has become the most popular product in the high-end large-screen market since 2022.
"Technical school" can enjoy the "feast of food"
Behind any data appearance, there is an inherent inevitable logic. So, why does the color TV best-seller list not bloom with a hundred flowers, but it has almost become a performance stage for the two giants at home and abroad?
Failed companies are different, but successful companies often share common traits. As far as the color TV industry is concerned, the reason why Hisense and Sony can win the best-seller list Top 10 models is also the common trait of these two giants - technology-driven.
From observation, compared with other color TV brands, Sony and Hisense are very persistent about display technology. Whether it is the cyclical ups and downs of the industry or the popularity of Internet thinking, these two brands are very determined in display technology innovation.
Sony's paranoia about technology is reflected in the continuous evolution around the quality chip, and the continuous iteration from X1 to XR cognitive chip has also built the technical barriers and brand labels of Sony TV differentiation.
Compared with Sony, Hisense's paranoia about display technology is even greater. From the original ULED full-array dynamic backlight technology, to the self-developed world's leading U+ ultra-image quality chip, from the first application of XDR technology, to the realization of 144Hz rapid refresh rate, from the innovative creation of stacked screen technology to the subversive leading laser display, Hisense's display black technology not only makes Hisense TV products have a strong competitiveness, but also continues to promote the iterative upgrading process of China's color TV industry.
As far as the U7G series is concerned, why has it become the hottest model in the color TV best-seller list? The most important reason is that the technology has reached a world-class high level. "Nail Technology" noted that Hisense's cutting-edge display technology, such as the XDR technology mentioned above, 144Hz rapid refresh rate, Hisense U+ super quality chip, full array dynamic backlight, etc., are widely used in the U7G series.
The integration of cutting-edge technology enables the U7G series to meet extreme challenges. For example, in the 2022 Winter Olympic Games, the first domestic snow wax car applied Hisense's independent research and development of ULED display technology, Hisense U7G-PRO TV to undertake the display responsibility of minus 30 ° C cold and high brightness environment, athletes, coaches even in the ice and snow field in the noon sun, can also see the real, smooth game screen.
Technology-driven growth is only a "commercial correct" sentence for many brands, but for companies such as Hisense and Sony, it is integrated into the brand gene and has become a corporate culture and action consciousness.
There are many more such cases. Tesla, a high-end electric vehicle brand, has a cumulative sales volume of 87.4% year-on-year in 2021, ranking first in the world. Achieving such eye-catching market results is certainly not only as simple as having a beautiful panoramic sunroof and a cool car machine screen, but also because it has its own technological barriers. For example, it has the world's leading "visual network nervous system", has a self-developed autonomous driving chip D1 Chip, and also created a supercomputing system Dojo that can train autonomous driving AI capabilities.
Nowadays, color TV, mobile phones, automobiles and other industries are experiencing a new round of technological change, the global brand competition pattern is also completing a new round of reconstruction, China needs more technical "Hisense" to emerge, in science and technology benchmarking world-class enterprises, in the product to create a continuous hegemonic explosive model, so as to show and release China's strength on the broader world stage. (Nail Technology original, reprint please be sure to indicate the source of "Nail Technology Network")