When LeTV, Xiaomi, Storm, and other Internet TV brands all have low prices, and even free licenses, Hisense's VIDAA brand must start a high-end development in the Internet TV market. What is the strength and strength behind this? What?
Who says Internet TV is cheap, cheap? Recently, the world’s No. 3 and China’s No. 1 TV giant, Hisense, broke the market pattern that has existed for many years: the first high-end brand of the Internet TV market – VIDAA was released, and VIDAA was launched as the first flagship product after the independent brand – -V1 series of high-end Internet TV new products.
This not only marks Hisense's formal involvement in the Internet TV market in an independent brand approach. At the same time as the industry as a brother began to use their own industry status, brand influence the market appeal, and fully dominate and standardize the market competition order of Internet brands.
This also marks that the Internet TV industry has formally entered the “middle and high-end and differentiated†2.0 era from the past “low price, homogenization†1.0 era.
Status: Internet TV swarms launched
In fact, internet TV brands have shown blind and aggressive trends in recent years.
From the original LeTV, Xiaomi, to today's Storm TV, PPTV, CANTV, popular television, blue whale TV, cool open, KKTV, etc., a large number of followers cross the border to enter.
However, what many people did not think of is that these Internet TV newcomers, without exception, hold high the "low price banner": 40 inches 999 yuan, 55 inches 1999, 60 inches 2999, and even appeared "hardware free" TV ......
Is this almost crazy move below the cost price, is it just the beginning and fundamental of the Internet TV brand? As a young consumer group concerned with Internet TV brands, does it really just like cheap goods? Obviously, facing the current trend of differentiation and personalization of young groups, low prices are definitely not the main theme of Internet TV.
It is against this background that, as China’s most influential brand in the world, Hisense has decisively taken the lead: through the launch of the first high-end Internet TV brand, the entire industry will be transformed and upgraded, and at the same time, it will open up an Internet TV. a new era of development.
Change: High-end differentiation triggers new consumption
In the face of the vicious competition of low price of Internet TV at present, why does Hisense can open a new road in the high-end market? In the face of the competition between a large number of Internet companies such as LeTV and Xiaomi, how will Hisense release its own differentiated advantages?
In this regard, VIDAA Internet TV chief operating officer Yang is clearly confident. In his opinion, "now is the best time. On the one hand, it is based on the strengths of Hisense in the color TV market. On the other hand, it is personalized and differentiated based on the needs of users. This provides the detonation of the VIDAA brand. From the inside out."
In fact, Yang Ming himself has 14 years of background in Internet TV research and development. He successively participated in the preparation of Hisense's European R&D Center, the US R&D Center, and currently Executive Vice President of Hisense Canada Jamdeo Technology. It can be said that senior experts in the field of Internet TV have extensive experience in hardware, software, and content.
At the same time, VIDAA was originally developed as Hisense's own research and development smart TV operating system. Since its release in 2013, VIDAA has completed four iterations of the upgrade and won over 16 million Internet TV activation users for Hisense. Over the past few years, both the content ecology and user operations have laid a good foundation for the independent operation of the VIDAA brand.
More importantly, the current user structure and consumer demand are rapidly changing. After 80 and 90, they have become the main online consumer groups. They not only pay attention to low prices, but also pay attention to the quality and personality of the brand, and consumer preferences. VIDAA's positioning of young technology to provide young people with the most cool and personalized technology products can fully respond to the high quality and personalized demands of young users on Internet TV.
Compared with Hisense Television's positioning, it is the global consumer electronics brand that leads the upgrade of TV display technology. Now it is the top three in the world. VIDAA is positioned as a high-tech Internet TV brand for young technology. Based on sharing strategic resources such as Hisense's technology, manufacturing, and services, VIDAA also has an independent product R&D and operation team.
In the view of appliance circles, Hisense first defined VIDAA as a high-end brand of Internet TV. It seems that “not going the unusual route†has opened up a differentiated rise of Internet TV. In fact, it is to fully grasp the direction of quality and high-end upgrading of the current young consumer groups. While fully satisfying and protecting user needs, it also enriches the competition in the Internet TV market.
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