From the price war back to the value war is the only way for the development of color TV industry. From ULED to laser cinema TV, from the release of high-end Internet sub-brand VIDAA to the sponsorship of the European football feast in the European Cup, the high-end pattern of global credit and global perspective provides a good example of value war for the color TV industry.
Leading the future of high-end technology
In Internet TV, it was rampant, lacking the patience of technical input, and talking about technological innovation is not obscure. TV display technology is not a castle in the air, and it is not a publicity gimmick for enterprises. Instead, it must be embodied in the product end to satisfy users' high-quality audiovisual experiences.
In the past six months, the demand for high-quality, large-screen, and intelligent TVs has become increasingly strong. This reflects the progress of technology. Hisense has become a major concern in the color TV market today due to its superior research and development capabilities. The leader.
On the one hand, Hisense’s pursuit of the ultimate quality has never stopped. Since the launch of the first generation ULED TV in 2014, it has evolved to the third generation. In April of this year, Hisense introduced a new generation of ULED super-quality TVs, using its own ULED technology and HiView-Pro's own image quality chip, achieving high color gamut, high dynamic contrast, and pushing the LCD TV's image quality to a new level. Let Chinese enterprises finally begin to “lead†the world in display technology innovation, and trigger the industry's virtuous chain competition around TV picture quality.
On the other hand, Hisense followed the big screen and intelligent trend. Under the circumstance that the OLED technology is not mature enough, the product yield rate is not ideal, and the core technology cannot be mastered, it will decisively increase the R&D of laser theater TVs and account for the competition in the next generation of TVs. Have the opportunity.
In July of this year, Hisense introduced the world's first DLP ultra-short-focus 4K laser cinema television, and laser display technology officially entered a new era of 4K display. After 10 years of sharpening, Hisense has obtained 217 patented technologies. Its 100-inch laser cinema TV products have been on the market for less than 3 years, and it has occupied nearly 30% of the market for over 85-inch large screen TVs.
So far, Hisense has achieved complete independent operations from laser television R&D, design, and complete machine manufacturing, and has enhanced the brand and bargaining power of large-screen, high-end laser cinema TVs.
Judging from the development laws of color TV industry, technological changes are the fundamental driving force for the development of the industry. Behind the high-end layout of Hisense is a strong support of a series of independent core technologies. This is not only the internal driving engine for the development of Hisense, but also will lead the entire color TV industry to a new future.
Establish high-end brand potential
Hisense TV has built a high-end brand image with deep technical accumulation, excellent product quality, perfect operating service system, and high-quality content aggregation capability. This not only makes Hisense TV possess good profitability, but also lays the foundation for Hisense's sustainable development. The basis of development.
Liu Hongxin, the president of Hisense Group, stated that the profit must have good product support and scientific and strict quality management. In the case that most domestic color TV brands have rapidly declined profits, and even suffered industry losses, Hisense maintained a sustained increase in operating income and net profit in 2015.
In addition, Hisense’s domestic color TV market has been ranked first for 13 consecutive years, ranking among the top three in the world, which indicates that the quality of Hisense TV is highly recognized by users.
Branding is not a day's work, and it is relatively easy to extend from the high end to the low end. However, the lack of technology and brand heritage makes it difficult to go from the low end to the high end. This is why most Internet TV brands cannot position high-end products and can only compete in the low-end market.
Hisense's ULED super quality TV and 4K laser cinema TV set a new benchmark for high-end color TV products, and also established brand potential energy that competitors can hardly match.
In addition, apart from the continuing high-end development of Hisense TV brands, with the rapid growth of consumer groups after the 90s, Hisense launched VIDAA Internet TVs designed specifically for young people and highlighting the elements of fashion technology. Relying on Hisense's brand endorsement, technology research and development, process manufacturing and quality assurance, VIDAA continued Hisense's high-end strategy, filling the gaps in the high-end Internet TV market and leading the era of personalization and value consumption.
While the strength of Hisense TV technology has been fully enhanced, the "soft power" of content has also been concentrated. According to the 2016 half-year operating big data of Internet TV released by Hisense, as of July 15, Hisense has reached 19.4 million Internet TV users, including 17.01 million domestically and 2.93 million overseas, making it the largest domestic Internet TV user data so far. The first in the country.
Hisense Internet TV has obvious advantages in the number and quality of video content. Hisense has not been soft on the introduction of high-quality IP dramas. In the first half of this year, "Idol", "Ode to Joy," "Descent of the Sun," and other well-known dramas are all seen and broadcast by Hisense. It not only drove the Internet TV industry into the operation era, but also drove the payment of Hisense Internet TV users to grow by 54%.
At the same time, game-based home entertainment has also seen rapid growth. According to Hisense's fun data, the number of monthly paid users has grown by 118%, and monthly active users have even increased by more than 188%.
Since then, Hisense has successfully built the high-end engines of Hisense TV brand and VIDAA Internet TV brand, enhanced the platform's comprehensive operating capabilities, and added the continuous efforts of Shanghai Xinxin in high-quality content. The high-end brand has been established externally. Strong brand potential, but also internal stimulation of Hisense and VIDAA brand continue to export high-end technology, products and content services, thus forming a virtuous development cycle.
Global Marketing
How big the heart is, how big is the stage. With the globalization strategy as the fulcrum, Hisense's high-end marketing has accelerated the acceleration model under the two-wheel drive of M&A and marketing.
On the one hand, Hisense closely follows the wave of Chinese companies buying, buying and buying globally, and actively invests in acquisitions. Not only has the regional expansion of Hisense's TV business been realized, but also the overall strength of Hisense has been demonstrated in the international market. In particular, Hisense's investment in M&A in developed markets has accelerated the globalization process of Hisense.
In August 2015, Hisense acquired all the assets and equity of the Sharp Mexico plant, and obtained the right to use the three brands SHARP, AQUOS, and Quattron in the Americas (except Brazil), making it an important international step. It not only opened an important channel for Hisense TV to enter the North American market, but also enhanced Hisense's bargaining power in terms of channel and scale.
On the other hand, brand marketing through sports events. Hisense sponsored the success of the European Cup and talked about the color TV industry.
"Big platform for big brands." The European Cup is known as the "Little World Cup" and has a wide range of influence throughout the world. Hisense sponsors the European Cup and displays the brand of China Hisense in front of a global audience of 7 billion. It demonstrates the strength of China's industrial manufacturing and lays a foundation for the high-end brand image of Hisense International. As Hisense, it quickly opened the blasting ports in developed markets such as Europe and America.
According to the sample survey results of Ipsos, one of the three major market research and research groups in the world, Hisense’s awareness in the five European countries (UK, Germany, France, Italy, and Spain) has doubled, and Hisense’s awareness of the Chinese market has increased. Increased by 14% (20% to 34%)
Huge exposure and brand awareness boost directly stimulated product sales. In the domestic market, China Yikang's monthly data in June showed that the market share of Hisense TV sales was 18.74%, a year-on-year increase of 1.87 percentage points, and the market share of sales increased by 1.51 percentage points; in the European market: Hisense TV sales in the second quarter It increased by 56% year-on-year and increased by 65% ​​from the previous quarter.
The personage inside course of study appraised, with the European Cup Hisense ranks among the domestic first-rate brand, and has completely opened the distance with the Chinese counterpart in overseas.
The current color TV industry is at a critical node where technological changes and business model changes are intertwined. Hisense's layout and exploration in globalization and high-end is a perfect example of color TV industry's return to value war.
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