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Because of the relationship between career and hobbies, I have added a lot of consumer electronics grasses and trading groups. An increasingly obvious trend is that there are more and more times in the group, especially the number of keywords. One of the products is the iPhone XR. Many of the group’s purchase motives are to fight for a lot of new low prices on the iPhone XR.

And just now, a certain surname editor who did not want to be named saw the title on my screen and added a sentence. I am now buying a lot of toilet paper, and a bunch of cheaper than ten other platforms. . In the time before and after the listing, there were a lot of factors that made the analysis more successful. The most intuitive analysis is that “in the e-commerce market, which seems to be highly competitive and saturated, it has found more and more accurate and hit the needs of the sinking market.” To put it plainly, it is cheap.

65-inch 4K TV, only a lot of sales on the 1999 yuan

The price wars in the last two TV markets were initiated by hardware companies with Internet genes, first LeTV, and later Xiaomi. However, the TV industry may not have thought of it before. The initiator of the new TV price war is to fight a lot. After all, it has only sold a lot of TV, no matter how it is made.

However, with a press conference on Saturday, the company officially “managed” to build TV. This is not to say that it has to open its own factory, but to fight a lot of “new brand plans” in conjunction with JVC TV. The new product launch conference released the first batch of customized smart large-screen TVs since the two sides reached strategic cooperation. Among them, the 65-inch 4K smart TV is priced at 1999 yuan. Prior to this, the 65-inch 4K big-name TV has not had such a low price. Other 32-inch, 39-inch and 55-inch models are priced at $499, $699 and $1,369, respectively.

JVC This brand is no stranger to many domestic camera and headphone players. In the field of TV, JVC’s accumulation is also profound. As a Japanese brand founded in 1927, JVC is the producer of the first TV set in Japan. .

In China, the brand of JVC TV is licensed to Zhaochi. As a company upstream of the industrial chain, Zhaochi is one of the largest TV manufacturers in China with an annual production capacity of 10 million units. Haier millet’s TV sets are all from the company’s production line.

At the same time, Zhaochi shares previously acquired the popular network, and it also produces popular TV.

Speaking of this, the model of the 1999 yuan JVC 65-inch 4K TV is also clear: the production design integration capabilities provided by Zhaochi, the JVC brand, the TV system and content provided by the FUNUI system, and As a platform to provide data support, resource tilt and channel coverage.

This 65-inch 4K TV is the main target of the 2700-3000 yuan in the same category, which is the brand of Xiaomi, Skyworth Coco, Konka KKTV, etc.: 65-inch 4K resolution A+ level Screen panel, Mstar 64-bit chip, 8GG storage, backlight module and screen integration design (with area dimming).

At the same time, the FUNUI system can provide a lot of content for this TV. At the press conference, JVC TV said that the FUNUI system has 98% of domestic cinemas and real-time updates of movie resources including Warner, Sony and Universal. In addition, JVC TV and iQiyi have cooperation, not only can watch the popular episodes in the first time, but also live broadcast resources such as NBA and F1.

For users who just watch a show and watch a ballSaid, this JVC TV is obviously enough, good panel quality, large screen size, complete TV content, and the price of 1999 yuan, can only say “what is the bicycle?”

“Big” Attempt for “New Brand Project”

From another point of view, the cooperation between Pinto and Singchi (JVC TV) can also be interpreted as follows: Let consumers buy a 65-inch TV at the price of the original 55-inch TV.

A lot of statistics show that the size of 55 inches is the backbone of Internet channel TV shipments.

As the “Lord of the Living Room”, the TV is certainly bigger and more stylish, because the TV sets now have two responsibilities for consumer electronics and home decorations.

However, the birth of this TV is not as simple as the larger the size, the better the price, the better. This kind of thinking underestimates the hard power of Zhaochi and JVC TV, and the degree of involvement of the manufacturing industry.

From the general trend of the TV industry, entering the industry is not a wise choice. According to data released by Aowei.com, in the first half of 2019, the retail sales of the Chinese TV market was 64 billion yuan, down 11.8% year-on-year.

The online channel is currently one of the few channels that are still growing. It is expected that the sales volume of e-commerce TVs will reach 23.35 million units this year, with the channel accounting for 50.8%. Among them, there are many channels. In this emerging e-commerce channel, from January to July this year, the cumulative sales volume of more TV products has exceeded 1.6 million units, a year-on-year increase of more than 180%. People who have done e-commerce are relatively clear, and when the market is going down, there is also a channel for the rapid growth of individuals.

More importantly, the sales of major brands including Skyworth, Hisense, Konka, TCL, Xiaomi and Changhong have all achieved significant growth, including more than 75% of the sales. Sink down the market.

In other words, the fight knows more, where is the growth channel of the TV market, who is the TV sold, and what kind of TV these people need.

The JVC TV released this time is to answer the question “What kind of TV do these people need?” and also answer why this TV can sell for 1999 yuan. The audience of this TV needs a TV that can look good, other voice assistants, external speakers, body tracking is not important at all, and does not want to pay extra cost for these functions.

A word summarizing this model is “reverse customization”: the fight is based on market demand, the crowd understands, to the need to customize to Zhaochi shares, on-demand production.

There is no change from the sect, and this “new brand plan”, which is much more than one, is actually the truth. clearZhang Hongxing, executive director of the Corporate Brand Research Office of the National Image Communication Research Center of the University of China, said:

The essence of the “New Brand Program” is the innovation of the industrial Internet, which will play an increasingly important role in the development of China’s manufacturing industry.

Before the cooperation between Ziduduo and Zhaochi (JVC TV), this “new brand plan” and Chinese manufacturers have launched more than 1,300 customized products this year, with a cumulative order volume of nearly 70 million.

China has always been known as the “world factory”. This title is mixed for many Chinese manufacturers. I am happy that China does have a solid manufacturing base and a high-quality workforce. Manufacturing companies rely heavily on the external market and lack their own brands.

The “New Brand Plan” is a pre-cooperative manufacturer with Deli Daily Glass, the largest daily-use glassware production plant in Asia in Fengyang, Anhui Province, “Zhejiang Export Brand” Sanhe Kitchenware, Anhui Fuguang Insulation Cup, Chaozhou Songfa Ceramics, etc., the common characteristics of these manufacturers are strong R & D and manufacturing capabilities, but the channel and brand capabilities are not proportional.

Zhaochi shares are similar, it is aListed companies with a market value of more than 10 billion yuan, but the popularity of the public is very low, although there are already tens of millions or even hundreds of millions of users in the TV set produced by the Zhaochi factory.

Unlike the kitchen utensils, vacuum flasks and other small items made by the “New Brand Project” in the past, this time, the JVC TV products released in cooperation are considered to be large and uncompromising in life. The cooperation of the shares (JVC TV) will continue. And, in the future, we can see more big items such as “new brand plan” household appliances and 3C digital products.

4299’s iPhone XR shows that there are no price insensitive people

After the release of JVC’s four TVs on August 17th, the platform was officially launched at 0:00 on August 18th. At 22:00 on the same day, the cumulative transaction amount of JVC TV exceeded 4 million, and the cumulative sales amounted to over 4,000. 1000 of the 65-inch, 1500-inch 32-inch products are sold out.

Sales data shows that for consumers, “cheap” is still an attractive reason to buy.

Price sensitive, but also a national thing. If it is not sensitive enough, then the price is not low enough. The ability to fight a lot is to make many people who think they are not price sensitive before, and find that they are actually price sensitive people.

In the past one or two years, we can see that many white-collar workers have been stunned by the price of fruits that suddenly soared in price, and they suddenly lost the “freedom of the car.” In the dilemma that fruit can’t be eaten, money can’t be spent more, they still download and register more and more, and they say “true incense” to the domestically produced Shandong cherry, which is back to the 20th and 30th pounds. Two words.

As stated at the beginning, many users who want to buy an iPhone but suffer from the big price increase of Apple products, in the face of the multi-subsidy subsidy, only sold more than 4,000 yuan of iPhone XR also said “the border is actually not so wide, single camera Enough, the LCD screen looks very comfortable. After all, compared to the 6199 Apple’s official website price, the iPhone XR can be as low as 4,299 yuan, which is close to the price difference of 2,000 yuan, which is enough to make the price-sensitive users become price sensitive.

So, when the prices of the two “fruits” are rising, but the wages are not rising, more and more users have come to fight more.

In the first two years, there was a phenomenon of “demotion downgrade”. The most obvious example was that the original MUJI users gradually moved to the Mijia and other brands. In fact, it is not that the standard of living has been downgraded, but consumers are increasingly not wanting to pay for an unreasonable premium.

Either a lot of “new brand plans” or “billions of subsidies”, the feedback from consumers shows that price sensitivity is not an unspeakable pain for adults, but it is already an action that has to be done. . The data won’t lie. The number of users added in the first- and second-tier cities, and the proportion of users in the third- and fourth-tier cities and below, is not much different from other app additions.

In other words, it is also true. In fact, the price sensitivity of the whole people has always existed. However, it is only after finding the opportunity behind this phenomenon. It attracts consumers with the “billion-dollar subsidy” and connects with the “new brand plan”. The manufacturing industry.

Zhang Hongxing commented so much on the link between consumer demand and manufacturing upgrades:

As the source of big data and channels, the Internet platform has greatly reduced the cost of communication between supply and demand, and on the other hand allows manufacturers to quickly understand market demand. The successful implementation of the “New Brand Plan” has largely confirmed the feasibility of this model. More importantly, the “New Brand Plan” proposes a development model of the National Inclusive Brand, which not only greatly enhances the company’s product research and development capabilities and intelligent manufacturing level, but also allows the brand to grow away from the high premium attribute and form a more consumer. Close and friendly relationship.

In the development period, the multi-use subsidies are exchanged for low prices.The size of the household and the user’s stickiness; at the same time, use the “new brand plan” to help the manufacturing industry to improve the research and development capabilities close to the user’s needs and thus reduce costs, by the way to start the brand. The subtraction at both ends is a lot of “cheap” logic, which is why Jetto and JVC can sell 65-inch 4K big-name TVs to 1999 yuan.

In the final analysis, China’s manufacturing industry still has a brand-oriented, cost-down space, and the rise of many fights is closely related to the development of this space.