Joint venture television Mid-Autumn Festival will fight back against the industry or current price diving

In the first half of this year, the domestic color TV market was in a downturn. In order to complete the sales performance, the domestic color TV brands played the "inside purchase" card. Affected by this, the joint venture TV brand share decline. On the eve of the Mid-Autumn Festival, joint venture brands plan to launch a large-scale promotional campaign, and the whole industry may experience price hikes.

The market is dull and mature

According to data released by Ovid Consulting, in the first half of this year, the cumulative sales volume of the domestic color TV retail market was 19.37 million units, and the sales volume was 73.66 billion yuan, which was 0.6% and 2.3% lower than the same period of last year. It is expected that China's color TV market will maintain its low growth rate in the second half of the year, and annual sales will be lower than last year's level.

Since June, domestic brand inventory pressure has begun to show, and in-house purchases have emerged. “The so-called in-house purchase association is to cooperate with channels, malls and other channels to come up with several models of color TVs, to lower the sales price of the market, to launch channels for internal personnel or relatives to buy. From now on, the effect is very satisfactory. The previous day was able to achieve sales data that was 4 times normal.” According to the person in charge of the Beijing Color TV Market of Hisense, from the beginning of July this year, almost all color TV companies in China have engaged in “in-house purchase meetings” across the country.

According to Beijing Suning, the discount rate of the internal purchase association is very large, and it is generally down 10%-20% across the board, and price-sensitive models are down 30%-40%.

Mid-autumn or current price diving

Since 2008, the joint venture color TV has always dominated the development of the industry from technology, brands, products and other aspects, its market share has soared, once as high as 70%. In 2011, the market share of joint venture brands dropped significantly. According to the person in charge of Suning Color TV Channel, “In the face of inventory pressure caused by unsalable sales and continued eroded market share, joint venture TV manufacturers will use the Mid-Autumn Festival in September to launch a large-scale promotional campaign ahead of schedule. ".

According to the person in charge of the Beijing Suning color TV sales and marketing department, the precise target group selection and low group purchase discounts of the “in-house purchase club” have made domestic brands show a limelight. The proportion of joint-venture domestic market share has been reversed from 6:4 at the beginning of the year to 4:6. This makes the joint venture brand, which has always been the leader of the industry, no longer bear the price flag. A number of manufacturers stated that they would issue price cards for the nine moons, and some products might offer a 50% discount.