What is the meaning behind the changes in the domestic online TV market and Hisense and Vidda occupying the top five positions?

[Secret of the House]Under the current pressure of “stock” competition in the domestic color TV market, there are still brands that have achieved continuous growth in share. According to Aowei Cloud data, in the online market in January and February 2024, the top five shipments were: Hisense (15.57%), Xiaomi (14.83%), Skyworth (11.62%), Vidda (11.21%), TCL (10.64%). In this data, it is worth noting that Vidda, as a Hisense sub-brand, is not only the only sub-brand among the top five, but also surpasses TCL to rank fourth in the industry, achieving the highest ranking among sub-brands.

According to the house secret, the rise of Vidda is no accident. The key to its success lies in the following points: First, precise positioning of young consumer groups: Vidda keenly grasps the consumer needs of young people and is committed to creating high-quality TVs suitable for young people. It does not rely solely on low-price strategies; secondly, product innovation and quality improvement: NEW ; The third is the integration of multiple categories and functions: Vidda TV integrates music karaoke, games, laser projection and other functions to adapt to the diverse lifestyles of young people; the fourth is the technological empowerment of the parent brand: benefiting from Hisense ULED and laser display With the support of technology, Vidda TV surpasses competing products in the same price range in terms of display effect, forming a significant competitive advantage.

Zhai Mi believes that the strong performance of Hisense and Vidda has brought the following new thoughts to the industry:

First, value-oriented user experience innovation. The key to winning market competition is no longer simply to provide low-priced products, but to give products a higher value connotation on the basis of ensuring reasonable prices and reliable quality. For example, the music TV launched by Vidda not only achieved an innovative breakthrough in the brand, but also upgraded the relationship between users and products from “use” to “interactive entertainment”, creating a trendy lifestyle. This means that color TV companies should be committed to improving audio and picture quality performance, while exploring the added value of products in lifestyle, entertainment experience and other aspects to meet consumers' growing pursuit of quality life.

Second, dual-brand strategy and reshaping of the market structure. Faced with the reality that China’s color TV market is huge but a single brand has limited share, it is wise for companies to implement a dual-brand strategy if they want to achieve continued expansion of market share. The strategic layout of Hisense and Vidda provides an example for this: Hisense focuses on the high-end quality market, while Vidda focuses on young people and differentiated consumption areas. The two form a “big and small king” pattern, complement each other and coexist, and jointly promote the overall upward development of the brand. This model reveals a new trend in future competition in the industry, which is to achieve deep coverage and effective attraction of different consumer groups by building a dual-brand matrix with high and low mix and distinctive features.

Taken together, the outstanding performance of Hisense and Vidda in the joint venture not only indicates that Hisense color TVs are expected to reach new heights this year, but also have a profound impact on the development pattern of the entire color TV industry. Faced with this situation where challenges and opportunities coexist, how major brands including Xiaomi, TCL, and Skyworth can learn from and surpass this dual-brand strategy will become an important issue that the domestic color TV industry needs to answer urgently.

magicCubeFunc.write_ad(“dingcai_top_0”);