Suning Fan Zhijun: The lack of color TV industry, a dead end

On May 9th, at the 2018 Color TV New Ecology Alliance Conference, Fan Zhijun, Vice President of Suning Retail Group, outlined the “black bars” in the color TV market, and pointed out that the color TV market lacked these points and it was a dead end!

'I used to come home from work, turn on the TV and lay down on the sofa; now I come home from work and hold a mobile phone to see the embarrassment. 'In the era of mobile Internet, TV is gradually being marginalized. When it comes to data, it is the 'dark cloud' of the TV market.

According to the color TV annual analysis report released by Ovid Cloud Network, in 2017, China's color TV retail sales reached 47.52 million units, a year-on-year decrease of 6.6%, the largest drop since 2003. In the mid-to-high end market, dividends are released, market reshuffle advances, and panel prices Under the background of rational decline, although the color TV market will certainly recover in 2018, the road will be long.

Faced with the crisis of color TV market, Fan Zhijun passionately declared: To save 'as' Lord!

In 2017, the growth rate was 1.7% more than the sales volume. Suning’s sales growth reached 12.8%, which was 8.3% higher than the industry. This was due to Suning’s O2O channel advantage. It gained a large screen and high-end market. 55-inch and above products accounted for sales. The ratio reached 50.2%, which was 4.3% higher than the industry; the sales volume of more than 7,000 yuan products accounted for 23%, which was 3.9% higher than the industry. In the average consumption size and the average unit price, it was far ahead of the industry. , Become a big screen, the first channel of high-end color TV.

As the first sales channel of color TV, Suning is relying on the accurate prediction of the market, and comprehensively deepens strategic cooperation with major brands.

Fan Zhijun pointed out that in order to keep a close eye on the 'baton' of individualized demands, Suning is using C2B reverse customization, content customization, and IP customization to join forces with major brands to lead the upgrade of quality consumption in the TV market.

Suning has billions of sports copyrights and high-quality video resources to build a complete content ecosystem in the industry. At the same time, Suning relied on 600 million member big data to determine the data sharing open mechanism with major brands. Last year, Suning teamed up with major brands to customize The PPOS model achieved sales of 1.5 million units throughout the year. In 2018, the sales plan for the entire year exceeded 3 million units. At the same time, Suning teamed up with branded companies to launch customized products such as Inter, World Cup and other strong IP products to fully boost the TV market.

By way of exclusive customization, not only has the supply chain cost been reduced, but consumers have also been able to restore the most real prices. Fan Zhijun pointed out that the cost of upstream will fall, and the price war in the TV market will reignite wars, especially high-end products, and new technology products will show a price war. , Instantly.

At the same time, Suning launched an innovative model of trial-and-buy, rental-consumption, which will increase consumption conversion at a lower cost, and ultimately benefit consumers.

As the largest home appliance retail channel, the scene experience advantage of Suning's dual-line integration has become a magic weapon for major home appliances brands. Fan Zhijun pointed out: Deeply digging user value, scene experience is king! Currently, in the national Suning e-commerce cloud store, the Internet The television experience zone is blossoming. The experience area is built with strong consumption scenes, embellished with rich living elements, and the trial content is complete. It meets the needs of consumers' subdivided scenes and will surely promote more brand products to the market.

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