The Three Transformations of New Life On The Road to Konka Color TV
TV companies can't exert their market performance in the first half of the year under pressure, and then the second half of the year will be crucial for the company to compete in the year. After entering the month of October, traditional year-end gold promotion nodes such as National Day, Mid-Autumn Festival, Double 11 and Double 12 came one after another. Which company could take the lead in sales of these golden promotional points, even if the performance in the first half of the year was not satisfactory? It is still able to achieve good results throughout the year, which is why the vast majority of TV companies lay out in advance.
On September 12th, Konka Television jointly held a media briefing on "September 22-September 24 Brands Linked to Explosive National Day" jointly with Shaanxi Suning, Midea, and TCL. They jointly took the lead to detonate the National Day. Through joint investment in products, sources, resources, and services, we will create a National Day celebration for consumers. Judging from the recent market performance, the traditional television brand Konka TV can be described as a thunder.
From dominate the domestic CRT color TV business, to lead the entire industry into the LCD era, and then into the TV industry competition into the white-hot, the traditional companies took drastic measures to reform the mechanism, Konka is relying on three major color TV business transformation, quickly return to color TV king first camp.
First, the product strategy changes from the short-term follow-up of the early stage of the Internet to the absolute leadership of today's innovative technologies.
The Internet penetrated deeply. In 2013, the Internet TV brands entered the industry and began to change the competition in the TV industry. In those two years, Internet TV quickly emerged, and the wind once overshadowed traditional TV companies. At that time, many in the industry stated that Internet TV would replace traditional television and dominate the industry. In particular, content competition in Internet TV dominated the entire TV industry. The pace of competition.
At this time, the traditional brand of Konka, the deep-adjustment period, together with other traditional enterprises in the industry, took a short-term view during the short-term follow-up phase under the Internet TV scene, and looked for the opportunity to overtake the corners in the accumulation of product advantages. Through the continuous innovation of the original product technology and the strong R&D strength with advancing times, Konka TV has taken the initiative in the past two years and has achieved absolute leadership in innovative technologies, especially relying on the in-depth development of mainstream frequency conversion technologies. The brand-new category of “Variable Frequency TV†first introduced this year further consolidates the industry position of Konka’s innovative products and technical vane.
As the first technology in the industry, the frequency conversion TV adopts chip frequency conversion, screen frequency conversion, and backlight frequency conversion to create more excellent picture quality enjoyment and on-the-spot shock experience from various comprehensive dimensions such as brightness, contrast, and stability, enabling Konka R1 inverter TV Technically it has become an epoch-making benchmark. At present, Konka R1 inverter TV has won the “2017 Innovation Technology Award†issued by 2017 China Smart Display and Innovation Application Industry Conference. The R1 inverter TV is enough to demonstrate Konka's "innovation" and "strength", and is leading the inverter TV gradually into the living room of global consumers.
In addition to frequency conversion TVs, this year Konka Multimedia also launched music TV M 1, which has built-in Tencent's K-Soft software that can be synchronized with mobile phones to enable one-click login, two-way song playback, and artificial intelligence AI. The intelligent voice system for deep learning and understanding functions allows families to enter a new era of wisdom through QQ's object-oriented functions. The three new products have enabled Konka to focus on manufacturing high-quality hardware for many years and have taken the lead in product technology innovation.
Second, brand positioning changes, from the traditional old TV image to the younger brand transformation.
In the past, Konka has always given people a traditional television impression. Whether it is from the market or from the point of view of the industry, it has the shadow of traditional TV brands. However, in recent years, Konka has been using innovative thinking and accelerating pace to run on a younger road, and the brand younger transformation has become increasingly effective.
In 2017, Konka can be said to be the forerunner of China's color TV industry embracing football marketing. According to surveys, more than 70% of consumers have a sense of affiliation with sponsored brands, and sports marketing is well received by consumers. Because of this, Konka Television signed a contract with Suning Football Club at the beginning of the year and became the top sponsor of the Suning team. Then it joined hands with La Liga to appear in the Spanish Football League A stadium and emerged in Europe and the world’s highest professional football league. Konka has played two consecutive big games in football marketing and has become one with young fans.
"To activate the brand, we must seize the touch point of the trend. In soccer marketing, the Super League, La Liga and the World Cup are all fans' contact points, and Konka has achieved focus on domestic fans through the Super League and achieved a right through the La Liga. The focus of foreign fans, it should be more pragmatic marketing attitude and higher cost performance.†There are people in the industry to evaluate Konka's sports marketing.
At the same time, Konka's entertainment marketing is also being fully upgraded: At the beginning of the year, Konka took the exclusive title of G-Kat Festival to expand the current Internet operation value chain that is in line with the trend of young people; Announced the cooperation with Sixth National Chinese List to create the most Chinese-language music scene Influential Award Ceremony; Cooperated with Jiangsu Satellite TV's Inspirational Weight Loss reality show “Reducing My Life 2†to win the big IP of healthy variety......
Over the past, Konka is using the power of sports and entertainment to set up a platform for effective communication with young consumer groups, narrowing the distance between young people and brands, and winning more favors from younger consumers. Through accelerating the process of brand rejuvenation, Konka TV has fully started its leap-forward development.
Third, the transformation of the business model has deepened from a simple hardware profit to a soft and hard integration.
All along, Konka's TV hardware manufacturing capabilities are firmly rooted in the hearts of people, and television products have already entered millions of households. Entering the Internet era, the business model of the color TV industry has begun to change, and it is difficult to continue to rely solely on hardware manufacturing. It must seek new ways to expand and expand the development space.
As Liu Fengxi, chairman of the Board of Directors of Konka Group, stated, the business model of the color TV industry is changing, from simple hardware profits to soft and hard integration, hardware and services to make money. Konka TV should not only stick to OLED TVs and other hardware areas, but also not ignore the power of software. He believes that Konka's expansion is here, and will invest more in the future.
Regarding the direction of development of color TV hardware technology, Liu Fengxi said: “OLED TVs will certainly have a future and Konka will follow suit. However, LCD TVs are still the mainstream. They will quit when OLED TVs come. They will certainly go on parallel for quite some time. The laser television is still too small. We will not weaken our OLED TV next year."
As for the software development, “the traditional color TV companies have enough hardware power, but the software power is not enough. Expansion is here, Konka will increase investment, but I do not agree with the practice of earning users with losses. User operations can give performance to the company next year Contribute." Liu Fengxi believes that although software developers already account for more than half of Konka's R&D personnel, it is not enough. From the perspective of Liu Fengxi, the business model of Konka TV is to deepen the combination of hardware and software from a single hardware profit, and more in line with the development trend of the Internet era.
Not only is Konka TV itself, Konka Group is also actively exploring the Internet business, and the main business of color TV complement each other. Konka Group's half-year financial report showed that in the first half of the year, Konka Group's operating income was 11.406 billion yuan, an increase of 32.49% year-on-year, and the growth rate of this indicator ranked first among domestic color TV companies. At the same time, in the first half of this year, Konka's color TV business bucked the trend of 25% decline in the industry as a whole, achieving an increase of up to 2.5%, which is utterly outstanding.
In KONKA's multiplying profits, it mainly comes from emerging businesses such as the Internet and finance. Actively investing in emerging areas such as the Internet and finance is an important force for Konka since this year, and it has become a new “golden hill†outside Konka’s television business. Liu Fengxi said that Konka has expanded its business scope in the process of transformation and it has enabled Konka to start its transformation from a pure hardware development model to a "hardware + software," "terminal + user," and "investment + finance" model. "The next decade will be the decade of expansion of Konka."
In conclusion, through the transformation of product strategies, brand positioning and business models, Konka TV has truly achieved its goal of becoming a butterfly, and will continue to move quickly into a high-growth track. The competitive landscape of the TV industry is being subverted. TV brands represented by Konka will once again dominate the ups and downs of the industry.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
NB asset GPS trackers,NB-IOT asset GPS trackers,4G asset GPS tracker,Asset Tracking Device,LTE Waterproof Asset Trackers
eSky wireless Inc , https://www.eskygpsiot.com