Changes in consumer trends are changing rapidly, so keeping up with the times is very important. Although many companies are trying to control this trend, but it turns out that it can quickly adjust the strategy is not backward is already a very good company, and most companies are difficult to adjust the strategy in time and make corresponding follow-up.
As far as the color TV market is concerned, many brands, especially foreign brands, have begun to accelerate the transition to the high-end color TV market in order to resist the downturn in the industry and reduce domestic brands' slaughter in the low-end market. However, there are not many companies that can open up the situation in the mid-to-high end. , And many consumers have new spending habits: only buy the lowest match, so that it does not hurt to re-buy. These changes will have new impacts on these transformed companies.
Sony TV, a sign of high-end Sony TV, a sign of high-end
Foreign capital is forced to do high-end?
As we all know, the color TV companies have had a hard time in these two years. Participating in many brands, lack of product highlights, technology did not form a unified, each technology is diverting consumers, so that companies want to stabilize the market share in this industry is increasingly difficult. Therefore, starting from the second half of last year, there has been a tendency for manufacturers to work together to promote the color TV market to the large screen market of 55 inches and above.
This is a start for high-end in the color TV industry's collective transformation, but after a year, the results show that this effort has not been replaced by high growth. As previously stated, except for the 55-inch market which maintains nearly one-third of the market share a year ago, the 55-inch + market harvested only a slight increase below two points, and the performance is very different from what manufacturers expect. Objectively speaking, many manufacturers want to enter the high-end by promoting large-size TVs, thus achieving the aspirations of improving performance through the downturn.
Although this industry-based attempt ended in unsuccessful efforts, with the increasing number of brands competing for large screens in the living room, many brands, especially foreign-funded TV brands, still chose to transition to the high-end segment themselves. This can avoid intensive combat. And the lower entry threshold market is lower.
For example, with the addition of more and more low-end products to competitors, Samsung's advantage is no longer obvious. In July of this year, Samsung began to change its business strategy. From the past, the high- and low-level products across the board have shifted to high-end products and sprinted into markets such as QLEDs and large screens. As a global TV leader, adjusting its strategy during the global downturn will have a major impact on the entire TV and panel market.
Samsung, Samsung in transition, transition
At the same time, LGE, the world's second largest company, also adjusted its product structure. Ovid cloud network monitoring shows that LGE's low-end products gradually increase the outsourcing volume of TPV and BOE VT to ensure price competitive advantage. The high-end product OLED has a strategic quota advantage within the group. In addition, coupled with Sony's many low-end low-end products manufactured by Taiwan's Wistron, Philips most of the low-end products from the TPV foundry, etc., many foreign brands have begun to weaken or even give up the low-end TV market, have to the high-end Market transformation.
Will weakening the low end miss the opportunity?
Color TV companies frequently transition to high-end and high-end industries, which is exactly the rise of the global middle class. Take the color TV weathervane in the Chinese market as an example. According to data released by the middle class white paper on science and technology, China’s population will reach 1.45 billion by 2020, and the middle class will account for more than 48% of the total population. This figure will exceed the entire European population. . Under the background of the rise of the middle class, the high-end home appliance market is very popular, and the smart TVs, washing machines, and refrigerators in the range of 10,000 yuan are listed.
Foreign brands have previously shown themselves as “tallâ€, so once this demographic dividend occurs, the first choice is to weaken the transition from low-end to mid-to-high-end markets, so as to avoid the low-end market and many domestic traditional manufacturing brands. The smashing of Internet brands can also use brand influence to gain position in the high-end market. The so-called, at any time must make money for rich people.
Earn money from rich people, so earn money? Earn money from rich people, so earn?
However, a change from the consumer side is that as information becomes more transparent, many consumers begin to become familiar with the products and understand their quality. At the same time, through comparison, many consumers know that in addition to a handful of top-end high-end products, many of them have a high-end banner. The quality of color TV products is also very unstable, and many are pseudo-high-end products. A new consumption habit has emerged, namely: Buy the lowest color TV, once it is broken, change it directly, this is not distressed.
This consumer behavior affects more and more buying behavior. In fact, this may also be an important reason why the color TV industry wanted to adopt a large-scale collective transformation to defeat the high-end market last year. Similarly, when the concept of consumers buying TV has changed, foreign brands either weaken or increase the proportion of OEMs, contemptuously or even give up the lack of deep consideration in the low-end market:
First, many consumers already understand that in the existing low-end color TV market, foreign brands are mostly foundry, which is no different from the quality of domestic brands and even lags behind. Second, foreign investors are fully committed to the high-end market. The brand may encounter a blow, because the high-end market may not be as large as we think, more rational consumers, rather choose a few low-end TV, rather than buy a high-end TV, after all, for the TV Once the screen is broken, the maintenance costs are too high, and the probability of bad screens is very high, so consumers are actively promoting the IT color TV.
Under this trend, it is not wise to force a transition in the high-end and high-end industries. For example, Samsung, which focuses on QLED high-end color TV sets, originally wanted to break through the high-end market, but the results showed that it was not as expected.
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