Say that Sony Samsung is not alright, but a slight price reduction, sales immediately flew up, the authoritative third-party data research company Ove cloud network daily newspapers these days show that Samsung Sony occupy the forefront of sales charts. What is this ghost?
If the single statement is of good quality, then the author would like to say that compared with the high-end TVs of domestic first-line brands, the advantages of Samsung's current technology are not obvious; if the single is said to be a brand, then the author would like to include LeTV and Xiaomi. , PPTV and other brands that entered the TV industry for only two or three years also attracted a large number of fans.
Obviously, neither of these is the main factor. The most important reason is that there are netizen comments, Sony Samsung's previous sales downturn is because it is too expensive, so a price cut immediately reflects the cost performance of these foreign brands, sales and sales at the time of purchase will naturally rise.
Quality brand advantage is no longer obvious
When it comes to Sony Samsung, it will remind many people. In particular, Sony, as the leader of the four major Japanese brands in the CRT era, was very impressed with the quality of the Sony TV's consumers. Some consumers who did not have the power to purchase were basically looking forward to seeing such brands. Respect.
This is not an admiration, but in the era when the choice of products was not very wide, a good product could affect one generation or even two generations. So now that Sony is mentioned, there are still quite a few consumers who think that the picture quality is good and the quality is good.
Samsung? It promoted the final winners of flat-panel TVs globally, from CRT to tablet, from Sony to Samsung, and the TV industry completed an upgrade. The new and old Samsung is a new era from technology research and development to market promotion and brand effect. Representative companies have also been the vane of new technologies in the industry.
So when it comes to Sony Samsung, many people will think of their quality and brand, which is also the basis for attracting many fans.
But what about the current TV market?
In terms of quality (bad or black).
I have done statistics, although the sample is not a full year, but it also reflects the current situation of television products. From August 1st to 31st, the public opinion monitoring of Sina Weibo users showed that consumers’ complaints about the quality of color TVs have increased. Taking the Internet brands Leshi, Xiaomi, the top three domestic brands, Hisense, Skyworth, TCL, and the foreign brands Samsung and Sony as samples, the complaints about color quality of these brands in the entire August were as many as 111 times.
Samsung and Sony, whose overall sales were relatively low, appeared to have high complaints in August. Samsung's quality complaints were as high as 10, and Sony quality complaints were as high as six, close to Skyworth, and Samsung's sales were still significantly different from Skyworth.
The data of consumers is relatively objective, which also explains the TV quality gap of the same camp, that is, the gap between the quality of high-end products of Sony Samsung and domestic first-line brands is not obvious, and the domestic first-line brands are superior to the light source, display technology and application functions. Sony Samsung.
In terms of brands.
If there is no brand gap, it is overstated. However, if the brand gap is still very obvious, it is a bit overstated.
Although there is no disruptive change in the branding structure of the TV market: Sony Samsung Sharp 3S is still the first camp, Hisense Skyworth TCL is the second camp, Changhong Konka and other brands are in the third camp, but with LeTV, PPTV, Xiaomi With the intervention and continuous impact of Internet brands, consumers have only paid attention to technology, brand, content, and functionality. The diversity of publicity concepts has virtually distracted consumers. Young consumer group's attention. This also explains why LeTV, PPTV, Kansang, and the Little Whale have entered the TV market not only, but almost the brand has precipitated, but there are many reasons for the fans.
Comprehensive cost is the ultimate reason
Quality and brand are not the most important aspect, so why a price cut attracts a large number of consumers. Let's take a look at the daily data of Orville Cloud Network in these days:
This is the brand performance of the Orvieto Cloud Network Daily News on September 28th:
This is the brand performance of Orvieto Cloud Network Daily Daily on September 29th:
This is the performance of the brand of Orville Cloud Network Daily on September 30th:
From the figure is not difficult to see, 928, Samsung Sony's market share as high as 16%, sales share of up to 28%; 929, Samsung Sony's market share as high as 19%, sales share of up to 32%; 930, Samsung Sony The market share of sales is as high as 16% and the sales share is as high as 29%.
This is what netizens said that the previous downturn was mainly because the price was too high, and the price/price ratio became prominent. The author believes that in the minds of many consumers, having a Sony Samsung TV is better than having other brands. When prices are similar, it really feels good to spend money in exchange.
Dong Wei, general manager of Owen Cloud Network Black Power, also told the author that Samsung’s eye-catching performance for several consecutive days was mainly due to price cuts.
The author believes that the biggest advantage of Sony Samsung's brands is that a slight adjustment of the strategy can affect the performance of the entire TV market. For example, if you slightly lower your price and make some profit, you will be able to change back to market share.
The Chinese TV market has been sluggish for several years. Sony Samsung and other brands are also familiar with this situation. They know that it is more important to make low-key money than to make money or even lose money for the sake of scale. From the previous data, foreign brands are indeed declining, but I think the previous performance is only due to the marketing strategy. Once these brands cut prices and promotions, the pressure brought to other companies in the TV industry will be highlighted. This is also an important reason for the sudden rise of these brands before the National Day.
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