High-end color TV market, Samsung, Sony, and United States and Hisense have become the biggest rivals

Although the domestic color TV brands have formed an advantage over foreign brands as a whole, if we look at the market structure, in the large-scale high-end market, most of the domestic brands are still not rivals of Samsung Sony. China Yikang's May data shows that among top 20 brands, the average unit price of more than 80% of domestic color TV brands does not exceed 4,000 yuan, and the average unit price of 50% of domestic brands is less than 3,000 yuan. Among domestic brands, Hisense has the highest average unit price, which is close to 5,000 yuan, and ranks first in terms of volume, and is the biggest rival of Samsung Sony in the high-end market.

Domestic brands nostalgic for low-end market

Although major brands have been shouting high-end transformations this year, many brands have indicated that the increase in raw material costs and the low terminal prices are one of the major causes of corporate profitability. However, from the data, most of the high-end transformation of the company did not really fall, but the impulse of the low-end market, the impulse results.

According to data from China Yikang in May, among foreign brands top20 brands, the average unit price of foreign brands is only less than 3,000 yuan for Sanyo and Pioneer, and among domestic brands, there are 6 brands with an average unit price less than 3,000 yuan, respectively Haier. , PPTV, Shadow Plaza, KKTV, Leroy and Love Mango, PPTV, KKTV, Leroy, love mango average price even lower than 2,000 yuan.

The Top 5 color TV makers and Internet TV upstart LeTV kept the average price higher than 3,000 yuan, but only the average unit price of Hisense and Skyworth is higher than 4,000 yuan. Among them, the average unit price of Hisense is as high as 4,319 yuan, and Skyworth has just broken through 4,000 yuan to 4,034 yuan.

It can be seen that the low-end low-price is still the main game of domestic color TV brands. Although shipments have improved in the short-term, it is a continual loss and a new opportunity to miss the high-end large-screen market.

Hisense as Samsung's biggest rival

If you only look at the sales share, many domestic brands seem to have surpassed Samsung and Sony. For example, the sales volume of the top five traditional color TVs exceeds 10%. Samsung and Sony are far below this figure.

In the domestic market, Samsung’s sales share also reached 5.5%, while Sony’s share was 3.21%, but its sales share was as high as 10.45% and 7.10%, respectively, and its sales share was approximately 2 times of the sales share, which means that Samsung and Sony’s The average unit price is higher, with relatively less sales but a greater share of sales.

Therefore, even in the Chinese market, many domestic brands may not necessarily be able to surpass Samsung. At present, Hisense, which ranks first in terms of volume and amount, is the most hopeful to challenge Samsung and Sony’s dominance in the high-end market.

According to data from Yikang, Hisense ranked first in the 55-inch or larger size market. This is not the most important, in the price range of 8100 yuan -15000 yuan, the total market share of 9.25%, Hisense, Samsung, Sony's share was 1.77%, 1.01%, 1.04%, and most brands accounted for The proportion is less than 1%; in the 15,000 yuan price file, the total market share is 5.13%, and Hisense, Samsung, and Sony account for 1.07%, 0.97%, and 0.57% respectively, which is far higher than most brands.

In the price market of more than 8,000 yuan, the only core players in the domestic market are Hisense, Samsung, and Sony. From the data, Hisense still has considerable advantages over Samsung Sony.

Fighting in the global arena

Of course, although the domestic market is important, for the brands that are committed to global development, the global market is the big stage of battle. From a global perspective, Samsung, LG, and Sony are still the surpassed targets of Chinese brands. How can we complete the surpassing of Samsung Sony in the global market like the Chinese market? Some of Hisense's practices are worth learning from.

First, adhere to the development of independent brands. Unlike some domestic brands who are keen to do OEM and OEM work overseas, Hisense has always focused on developing its own brand. In fact, only by opening its own brand can we have greater market autonomy and brand premium. OEMs and OEMs have a meager profit, but just do wedding dresses for others. It is understood that since 2007, the sales revenue of Hisense's overseas independent brands has increased 22 times, of which the proportion of self-owned brands has increased by 4.3 times. With the continued growth of self-owned brands, Hisense’s “big head overseas” target is just around the corner.

Second, master autonomous core technologies. Samsung and Sony have unique advantages in display technology, chip technology, etc. It is impossible to have independent core technology in order to confront them in the global market. Hisense's technology roadmap is developed in such a way as to lead the world through laser television, and secondly, to promote the upgrade of liquid crystal display technology through the integration of ULED and quantum dot technology, and eventually realize QLED. Hisense, who masters ULED and laser core technology, can sprint hard into the high-end field and spurs the territory that Samsung and Sony have long occupied.

Third, global sports marketing. Following the sponsorship of the European Cup, Hisense announced this year that it will sponsor the 2018 Football World Cup and use sports as a global language to talk to global users. The core of Hisense's global brand promotion plan is to continue to sponsor major sports events, increase brand awareness, and leverage technological advantages. It will continue to be used in global markets with international design concepts and global R&D resources. Launched high-quality, high-value and high-experience TV products to achieve a rapid increase in the global market share of Hisense brand.

High-end product transformation has become an inevitable choice for color TV manufacturers, and Hisense, no doubt has taken a substantial step, other brands also need to transform the high-end, so as to form a joint force of domestic brands in the international market.