China's home appliance industry has gone through nearly 30 years of history, and has undergone adjustments from time to time. In the previous stage, it seems that there has been a new round of improvement.
The reporter was informed that Gome's sales in the Jiangmen area from June to the present have reached 7 million to 8 million yuan, and its color TV executives said that the usual monthly sales are only 5 million to 6 million yuan. Influenced by the World Cup.
Color TV industry joins sports marketing strategy
The 19th Football World Cup started in South Africa on June 11th, but the World Cup battle in China's home appliance industry has already started the market before this.
Not only the World Cup, in fact, the Olympic Games, the Asian Games, the Super League, the Universiade and other events are also platforms for home appliance companies to conduct sports marketing and expand brand awareness. According to the reporter's understanding, most home appliance companies are currently demonstrating their capabilities in the world sports marketing arena in various ways.
How attractive is sports marketing? Samsung in South Korea is a typical success story. By sponsoring the Seoul Olympics in 1988, Samsung Electronics established a sales network and branches around the world, and the products went to the international market, thus creating the glory of Samsung today. The Samsung people once said: "This is the direct result of Samsung's continued sponsorship of the Olympic Games."
The reporter understands that Haier, Gree, TCL, Chigo, etc. are just the epitome of China's home appliance companies' big sports marketing cards in recent years. Changhong, Xinfei, Amoi, Skyworth, Yadu and many other home appliance companies have begun to center around the World Cup and Asian Games. Sports marketing such as events. "At the moment, the enthusiasm of home appliance companies collective Nuggets sports marketing can be described as in full swing." Industry insiders said.
However, as a new marketing model and a breakthrough in the international market, sports marketing is increasingly attracting the attention and favor of Chinese home appliance companies. However, relevant experts also said that sports marketing is to enhance and surpass the core culture of the brand with sports as a platform. This is a systematic project. In addition, sports marketing needs to be generous. If the company only spends huge sums of money on “enclosures†and does not care about “cultivating landâ€, it may eventually turn expensive sponsorship expenses into a “burning money campaign†that is not worth the loss, thus losing real marketing opportunities. .
However, the sales of the home appliance industry, which is sold from the terminal, is indeed in full swing. Perhaps, sports marketing can indeed bring a part of the positive impact.
World Cup triggered led market share to further expand
Under the influence of the World Cup, color TV is the most important carrier for presenting the World Cup. Not only has the sales volume been greatly improved, but it is also worth noting that the World Cup has pushed the color TV market to a large size and LED has gradually become the mainstream of the market.
In an interview with the "Securities Daily" reporter, BOCOM International said that the trend of upgrading LED TVs to replace CRT TVs is clear. China's color TV industry has entered the development stage of LED color TV as the mainstream product, and the future demand will maintain a rapid growth trend, mainly benefiting. Further consolidation of the consumer base, the gradual release of the national macro-policy to the consumption of household appliances and the localization of the upstream of the industrial chain. On the whole, it is predicted that the sales volume of China's LED color TVs in 2010 is expected to increase by 35% to around 31 million units.
And this research predicts that it has also been initially reflected in the market. According to the data obtained by the reporter, Suning Appliance said that since the launch of the promotion, 46-inch, 47-inch or even 55-inch large-screen TV sales have only accounted for 30% of the total sales. -35% rose to more than 60%, of which LED growth was the most obvious. At present, LEDs of domestic brands account for about 70% of the market. In addition, Gome also said that the current LED sales in the Gome store has accounted for 40% of the overall, compared with 25% last month, the Gome said that the current LED products have reached the history of the past The largest share.
What causes LED TVs to increase sales? “With energy conservation and emission reduction and sustainable development of the environment, the theme of world development, 'low carbon economy' and 'low carbon life' are receiving more and more attention from enterprises and consumers. With its low power consumption, light weight and high quality, LED color TV has set off a wave of CRT TV upgrades on a global scale. LED color TV has clearly become the mainstream of the market.†Bank of Communications International said. The analyst also introduced: China's LED color TV showed explosive growth in 2009, total internal sales increased by 98% year-on-year to 23.25 million units, far exceeding market expectations, accounting for the total proportion of total color TV sales for the first time over CRT TV reached about 68 %, became the mainstream product in the color TV market, and this World Cup seems to have played a helping role.
LED color TV has a broad future development space
"The popularity of LED color TVs in China is still lagging behind the average level of the world and developed countries. 2009 is a late-breaking outbreak, and there is a broad space for future development." Bank of Communications International continued.
According to the Bank of Communications International data, after the rapid growth in 2006, the development speed of China's LED color TVs in 2007 and 2008 has slowed down significantly, with sales growth of 65% and 71% respectively. “Mainly due to China's flat-panel TV industry. The overall development speed of the chain is obviously lagging behind. In 2009, on the one hand, due to the economic crisis, the price of LED panels fell sharply, and domestic brands began to strengthen some of the module development capabilities, so that domestic brands regained the price competitive advantage, LED color TV and The spread of CRT TVs has narrowed sharply; on the other hand, under the dual stimulus of national policies and the rapid decline in the price of LED TVs, market demand has finally broken out," the analyst said.
In 2009, LED TV sales in developed countries (such as Japan) accounted for more than 90% of all color TV sales, and the world average was 69%, both exceeding the 68% level in China. Considering that the household color penetration rate of LED color TV in China is only about 10%, LED color TV is still in the primary stage of popularization in China, and there is a broad space for development in the future.
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