Speaking of the Vidda brand, you may not be familiar with it, in fact, Vidda is a TV brand launched by Hisense to position the online market, and its competitors are also obvious, that is, with the xiaomi TV that has emerged in the online market.
Recently, Vidda officially released its latest gaming TV Evo X55. In terms of configuration, Evo X55 uses MTK9652 chip, 3+64GB memory, supports 120Hz MEMC, as well as 4K resolution, 1.07 billion colors, full support for HDMI 2.1 features, and even the so-called color accuracy has been professionally adjusted by engineers, and the pre-sale price is only 2799 yuan.
In the price segment of the 55-inch TV, it has officially formed a head-on confrontation with the Redmi Smart TV X55 2022 model. However, for vidda, the first thing to be solved may be consumer recognition and online marketing problems.
As a veteran home appliance company, Hisense has long been labeled as not understanding Internet marketing. The last time Vidda TV was out of the loop was last November.
Vidda released a promotional poster on the Weibo platform with the theme of "Vidda pet powder, rice has problems", with the content of "rice has dick silk, only God; rice has monkeys, only Biaoba; rice has huge profits, only concessions; rice has pseudo-cost performance, only hexagonal warriors", which is considered to be a mockery of millet.
Many netizens believe that this kind of behavior is maliciously touching porcelain millet and taking the opportunity to do marketing for themselves. Labeling Xiaomi's users as "dick silk" and "monkey" not only angered Xiaomi users, but also ruined their own passers-by. As an established manufacturer, Hisense Vidda uses the hot spot method that only second- and third-rate brands use to make product publicity for itself, and the posture is really ugly.
Vidaa can be traced back to 8 years ago, and the relevant brand positioning has undergone many changes and iterations, from China's high-end Internet TV brands, to international sub-brands in the overseas high-end user market, and then to 2019, Hisense restarted Vidaa, and the name also became Vidda. Compared with Vidaa, the new Vidda firmly establishes the smart Internet TV online market for young people.
The repeated changes in market positioning are also related to the sales problems faced by Hisense TV.
According to Zhongyikang monitoring data, since Hisense became the first in China with a market share of 15.5% in 2009, until 2018, Hisense ranked first in domestic TV sales for ten consecutive years.
However, with the entry of Internet manufacturers such as Xiaomi, Hisense, which is not good at online marketing, maintains a huge basic disk offline, but gradually falls behind in online sales. Affected by the sales growth of e-commerce platforms, since 2019, Hisense's overall sales in the domestic TV market have been surpassed by Xiaomi TV, ranking second for three consecutive years.
According to the financial report, as of September 30, 2021, Hisense Video's revenue was 33.921 billion yuan, an increase of 23.44% year-on-year, and the net profit was 979 million yuan, an increase of 24.6% year-on-year. Although the net profit of revenue has risen twice, from the perspective of marketing costs, accounts receivable and inventory, the sales situation of Hisense Vision is not small.
At the end of September 2021, Hisense Vision's total inventory was 5.83 billion yuan, exceeding the level of 4.547 billion yuan in 2020. In terms of accounts receivable, it was 6.654 billion yuan at the end of September 2021, which also exceeded the total amount for the whole year of 2020. In addition, the Company has approximately $4.25 billion in notes receivable.
From the almost unshakable sales champion for ten consecutive years to the second position for three consecutive years, it indicates that Hisense TV, the core business that has supported Hisense for many years, is not as good as before.
With the transformation of TV sales channels from offline to online, Hisense TV, which is more "traditional" in thinking than Internet manufacturers such as Xiaomi and has an inaccurate grasp of online marketing scales, will inevitably struggle more and more.
In order to cope with the crisis, Hisense restarted Vidda, as for what will be done, it also needs to see the development after that, losing the throne of the first domestic sales, overseas is facing strong enemies Samsung, LG and TCL, how to strengthen online marketing capabilities, how to get the recognition of overseas markets, are difficult problems.