[Nail Technology Report] What are the characteristics of the online consumer market? In general, low unit price is a common feature. But if a consumer spends $100,000 online on a TV, what does that mean?
The price of 100,000 yuan per product is very rare in the entire home appliance 3C industry. Nail Technology noted that in the large appliances, the product with the highest average price in the offline market is the clothes dryer, but the average price is only more than 8,000 yuan, while the average price of color TVs, refrigerators, washing machines, air conditioners and other products is basically within 5,000 yuan.
As far as the color TV industry is concerned, the price of 100,000 yuan is an extremely shocking existence. According to the data of Aowei Cloud Network, from January 1, 2021 to July 4, 2021, the average online price of the color TV market was 2726 yuan; the average offline price was 4880 yuan, and the average online price was only 56% of the average offline price.
In such a market context, Hisense has created a sales "miracle". A few days ago, the author learned from online channels that since 2021, the 100,000-yuan Hisense panchromatic laser TV 100l9-pro has refreshed the highest unit price of online TV sales and become a popular choice for online high-end users. In the view of Nail Technology, in the online color TV market with an average price of less than 3,000 yuan, Hisense can sell laser TVs with a price of up to 100,000 yuan, reflecting three positive changes in the laser TV market:
First of all, the high-end attributes of laser TVs have been widely recognized and recognized.
From a technical point of view, laser TV has obvious advantages over traditional LCD TVs. For example, laser TVs are more colorful. bt.2020 is currently the highest standard for color, and only laser TVs can achieve all three elements of the standard at the same time: 4k and 8k Ultra HD; color depth increased to 10bit or 12bit; color gamut coverage reaches more than 90% of the color range that the human eye can recognize in nature.
For example, laser TVs look more comfortable. Laser TV images use reflected light, which is more eye-friendly than the self-emitting direct light of a liquid crystal display. The China Institute of Standardization reports that laser displays have the best viewing comfort compared to all current display technologies.
Not only excellent appearance, healthy eye protection, in the large size display products, laser TV also has the comparative advantages of high energy saving and environmental efficiency, mature technology and long life.
As a representative of the "next generation of display technology", laser TV has received attention as soon as it came out. But objectively speaking, it takes time to go from being noticed to being recognized and even recognized. Especially as the first choice for the replacement of high-end large screens, the price of laser TVs is much more expensive than ordinary flat-screen TVs, if consumers have not established a full understanding of the high-end of laser TVs, it is impossible to buy easily, and it is impossible to buy directly online.
Nail Technology noted that in the past two years, laser TV has quietly become popular in some Kochi and high-end circles. For example, the designer group is very partial to laser TV, and Tong Liya's royal designer Shao Pei praised hisense laser TV, believing that it is most in line with the new fashion of home. For example, many film and television stars are also very fond of laser TV, Deyun yi brother Yue Yunpeng after seeing Hisense's new three-color laser TV, the first time he thought of sending a TV worth 100,000 to the master's wife. Experts and scholars such as Xu Zuyan, academician of the Chinese Academy of Engineering, and Zhao Mingwei, dean of the School of Optometry of Peking University Medical College, also suggested that teenagers should give priority to ultra-short-throw laser TVs when using electronic products in online classes.
Experts, doctors, stars, designers, their knowledge literacy and aesthetic standards are very high, their recognition and recommendation, will inevitably lead more people to understand, choose laser TV. It is precisely because the high-end attributes of laser TV are widely recognized and recognized, consumers will be full of expectations and trust for such a new tv species, and it is logical to buy a Hisense laser TV of 100,000 yuan online.
Secondly, consumption upgrades, cinema-level audio-visual enjoyment to meet high-end demand.
Looking at the home appliance market, from TVs to air conditioners to refrigerators, the trend of becoming more and more intelligent and more and more high-end reflects the increasing demand of consumers for home appliances.
Specific to the television industry, the use value of television has long been no longer limited to being able to watch programs and listen to sounds. Creating ultra-clear picture quality with immersive visual effects and shocking sound that enhances immersion have become direct factors for consumers to consider the advantages and disadvantages of TVs. Not only to "watch" TV, but also to "enjoy" the diversified experience brought by TV, "taste" sharp consumers are increasingly demanding high-end TV.
As a result, we see more and more large-size TVs, 8k ultra-high-definition LCD TVs, and TVs equipped with Harman Karton audio on the market. Among them, the laser TV, which has focused on cinema-level experience since its inception, occupies a natural advantage.
Take Hisense 100l9-pro as an example, it is the world's first 100-inch cinema-grade full-color laser TV, creating a flagship audio-visual standard for home theaters. Equipped with a d-maxd high-brightness chip, this TV has the advantages of oversized coverage, cinema-grade optical engine, 107% bt.2020 super color gamut, and visual comfort is 20% superior to paper reading. In addition, with the automatic lifting HARMAN Carlton sound and Dolby Atmos design, 100l9-pro creates a more immersive viewing experience from the aspects of picture color performance and sound quality performance.
It is worth noting that in the context of the epidemic, the demand for offline movie viewing has been suppressed to a certain extent, and the demand for home theaters has been further stimulated, spending 100,000 yuan to buy a Hisense 100l9-pro laser TV, full-color laser technology plus Harman Kardon audio to create a cinema-level shock sound field, which is tantamount to creating a private exclusive home theater at home, which has a huge attraction for those high-end consumer groups who pursue audiovisual enjoyment.
Finally, why Hisense? Because it has successfully created the basic understanding of "brand is category".
For enterprises, if they can achieve the external recognition of "brand is category", it is undoubtedly a huge success. As the pioneer of the laser TV category, Hisense's position in this blue ocean market is dominant.
From the data of Zhongyikang, Aowei Cloud Network and other institutions, the market share of Hisense laser TV has long been more than 50%, "large screen replacement to buy laser, laser TV to buy Hisense", in the consumer end has gradually become a solidified cognition.
Hisense's success in laser TV stems from the company's strategic foresight and innovative strength. Since the launch of the world's first 100-inch laser TV in 2014, Hisense has completed 5 product technology iterations in 7 years, dominating the innovation and development process from 2k to 4k, from monochrome to bi-color to tri-color, from 100 inches to 300 inches, from screen sound to curling, etc., and has continuously made breakthroughs in size, picture quality and form.
In short, the high-end attributes of laser TV are widely recognized among consumer groups, and Hisense laser TV brands and products have become the first choice in the market, which is the reason why Hisense can also sell 100,000 yuan laser TV on the online platform.
Nail Technology believes that with the gradual opening of the online market, the overall laser TV market will enter a new stage of large-scale development. According to the data of Aowei Cloud Network, from 2015 to 2020, the compound growth rate of laser TV is 213.8%, and it is expected that by 2022, the sales volume of laser TV in the Chinese market will exceed 1 million units, and sales will reach 11.8 billion. A laser TV market with more mature product technology, higher category recognition and stronger brand recognition is accelerating. (Nail Technology original, reprint must indicate the source: Nail Technology Network)