The sales myth has become a thing of the past, and now Sharp is experiencing the pain after the price war.
The Double 11 War has come to an end. It can be said that several families are happy and some are sad. This can be regarded as a big test. If you do well in the exam, after earning money madly, you still don’t forget to post your transcripts, which is a bit of a joy. On the contrary, those businesses who do not do well in the exam must keep a low profile, breaking their teeth and swallowing them in their stomachs. , Hug as if nothing happened.
It is worth noting that on this year's Double Eleven, Sharp unexpectedly did not release a performance report, which is generally regarded as an ominous omen by the outside world. Subsequently, people also found the answer from the Xiaomi battle report.
On November 12, Xiaomi released the Double Eleven battle report, saying that on the three major e-commerce platforms of Tmall, Jingdong and Suning, Xiaomi TV ranked first in both sales and sales in the TV category. At the same time, this also means that Sharp TV has no chance to win the championship.
Let's go back to 2017. At this time, Sharp is really beautiful. After earning 2.5 billion on Double Eleven, he also handed in a satisfactory answer. A series of "firsts" successfully established his own The status of rivers and lakes seems to be a good news after Sharp's return to China.
However, the change came so fast that even before Sharp had time to sit on his hot ass, he was bombarded by Xiaomi, which was a bit of a heartbreak. Why is this? Why is Sharp's sales myth gone?
As we all know, after Foxconn took over Sharp, the big boss Terry Gou couldn't wait to restore Sharp TV sales in a short period of time. What else could be done? Foxconn, which is good at manufacturing, directly resorted to the price war, and under the stimulation of the price war, the sales of Sharp TVs also showed a significant increase, which can be said to be immediate.
However, while Sharp TV is gaining sales, it is also labelled as a "cheap". According to CMM monitoring data, as of August 2018, the average price of Hisense TV was 4,265 yuan, TCL TV was 4,033 yuan, Changhong TV was 3,615 yuan, and the average price of Sharp TV dropped to 3,538 yuan. It is worth mentioning that the average price of Sony TVs, which was known as Japan's high-end TV duo together with Sharp in the past, is as high as 9,350 yuan, which is equivalent to 2.6 times that of Sharp TVs.
"Injuring the enemy by one thousand loses eight hundred." In order to survive, Sharp fought a price war and fell heavily from the high-end. Although this solved the problem of Sharp TV's shipments in the terminal market in the short term, the cheaper and cheaper prices also left consumers with a decline in quality. Impression, which also led to the rapid decline of the original consumer group of the Sharp brand.
As a result, Sharp TV's style of play has also changed. On September 27, at the 106th anniversary celebration of Sharp, Dai Zhengwu, President of Sharp and CEO of Sharp China, said: "I demand that the value and image of the Sharp brand be taken seriously, as I put forward at the Japanese shareholders meeting in June this year. , will be based on the management of the Sharp brand, and return to the original Sharp on the basis of sales growth. The balance between quality and quantity is my next strategy for operating in the Chinese market."
Of course, this also means that the ultra-low prices that Sharp used to simply pursue sales in the past will no longer be available. Now Sharp is trying to return to the ranks of high-end brands and reshape the genes and image of Sharp as a Japanese company in the past. Although Sharp has put forward a clear business strategy, the commercial arena has never been a home for one person. After the price war is over, it will move to the high-end market. Forgive such a gap, we have not adapted to it.
Although the glory of the father of 8K is added, this will definitely not become Sharp's killer. After all, with the entry of Samsung, LG and other players, the 8K era has come. Sharp, which has a first-mover advantage, can stand at the forefront of the times, but it is a pity that 8K has never been enough for a TV, but requires the construction of an ecology and huge investment in human, material and financial resources. , at this point, we will see how difficult it is when 4K TVs have not been popularized until now.
The price war is a double-edged sword, which not only brings sales, but also damages the brand image of Sharp TV. On the other hand, looking at 8K, this path is obviously not easy to go. The hardware is too advanced, but it lacks the support of the ecosystem.
In addition, it is worth mentioning that on the morning of November 20, the official website of Xiaomi TV announced that a new TV product will be released tomorrow, and the slogan "Big S is coming" has been announced. I have to say that Xiaomi, who is good at doing things, is really deep Knowing the way of marketing, Xiaomi's own traffic physique, and the topic of big S Xu Xiyuan, it is difficult not to attract attention. But it turns out that this is just one of Xiaomi's savvy marketing strategies, and the upcoming new Xiaomi TV products are likely to belong to the Xiaomi TV 4S series, and the size is large enough, referred to as "big S", this wave of operations, anyway, Xiaobian I am convinced!
Coincidentally, new Sharp TV products are also coming. It is understood that recently, Sharp issued an invitation letter to the media, and will hold the "Sharp 2019 full range of product launch conference NEXT" on November 27. A full range of products with eight themes will be exhibited at the conference, with "new second-generation 8K TV products" and "AQUOS Zero mobile phone" as the main axes.
In the thick of winter, Xiaomi and Sharp have released new TV products, and a good show is going on. The price-performance ratio is the label of Xiaomi TV, and the century-old store is the distinctive symbol of Sharp. Can Xiaomi continue to maintain its advantage? Can Sharp successfully fight back? This is clearly something to watch out for!
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