Cool open TV double 11 volume market who moved the cheese

During the Double 11 period, the major television companies "each of the eight immortals showed their supernatural powers." A wonderful sales contest was staged. According to the data, the sales of the double-eleventh day were 12 hours, and the total sales volume of CoolTV's full range of products exceeded 120,000 units, and the total sales exceeded the 300 million mark. Among them, the cool open U2/N2 game TV series broke sales of 8 million hours in 8 hours, and sold over 50,000 units in 11 hours on the platform. In the Internet TV sales rankings, Cool Open surpassed Xiaomi and approached LeTV, demonstrating strong potential.

Cool open TV double 11 volume market who moved the cheese

Since the launch of the “big content+hardware” strategy, Cool has frequently reported that the double 11 has become the best footnote for Kuokai’s strength.

Structural Revolution, Internet Television Becomes Key Increment

The new round of television revolution began with the emergence and rise of Internet TV. According to relevant data, in the first three quarters of this year, the volume of retail sales in the domestic color TV market was 11.95 million units, an increase of 8.9% year-on-year; however, the retail sales decreased by 5.9% year-on-year to RMB 35.3 billion, and there was an awkward situation of “increasing production without increasing income”. . However, another set of data shows that in the second quarter of this year, the daily active users of domestic Internet TV were 38 million, and the industry maintained a high growth rate of more than 30%.

This also means that whoever takes the lead in grabbing the new market cake of Internet TV, it may become the leader of the future TV industry.

From the perspective of the development of Internet TV, LeTV and Xiaomi are pioneers. However, Skyworth, as a manufacturer of Internet TV earlier in the traditional TV industry, began to move steadily, step by step, and guided by the strategy of “big content and good hardware”. Consumer pain points and continuous improvement of product experience are becoming leaders in the Internet TV industry.

Today's Internet TV, low price is no longer a trump card, good content is the key to attracting users. After Kukai proposed a big content strategy, he teamed up with top content providers such as Tencent, iQiyi, Yifang Education, Global Shopping and Ctrip Travel to lay out seven contents including film, education, games, health, shopping mall, music and tourism. Forum, comprehensive, diversified to meet the content needs of users.

In addition, compared to LeTV and Xiaomi, Cool Open inherited the traditional manufacturing advantages and craftsman spirit from Skyworth, provided good hardware in addition to large content, optimized content presentation through hardware optimization, and maximized the experience of premium content. This has further shaped the advantages of differentiation.

From Competition "Longboard" to Competitive "Short Board"

If it is said that the previous Internet TV competition was a "long board," it is now critical to see if there is a short board. Users' requirements for products are getting higher and higher and more and more demanding. A short board in one aspect is enough to allow consumers to make a decision to refuse purchase. This lack of compromise has a major impact on television manufacturers.

The biggest shortcoming of Xiaomi TV is that Xiaomi's products are too diversified, distracted and unable to concentrate on the TV category, and now it has already shown its decline.

Millet TV performance during the double 11 period is very "low-key", Xiaomi's dual 11 Elf official flagship store in the report, there is no figure of the millet TV, Lei Jun's internal letter did not make a key reference. People in the industry believe that Lei Jun is not satisfied with the performance of Xiaomi TV, and the departure of the foremost rudder Chen Hao has made the prospects of Xiaomi TV more confusing.

Although LeTV is advancing in strength, it still appears to be more useless and less accumulating in terms of products than the cool opening that incorporates the spirit of traditional craftsmen.

Since 2016, CoolTV has continued to perform its actions. Not only has it released a strategy for big content TV, but it has also captured consumers through top-notch product performance, continuously optimized and improved itself, gained trust from consumers step by step, and is more likely to “accumulate” in the future. Beyond.

In the fiercely competitive TV market, whose cheese is not permanent, the industry is always in a dynamic change. Only by adhering to the spirit of user-oriented and product-king can we laugh at the end.

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