From a philosophical perspective to change and the future of China's color TV brands

Intense competition in the market have color TV industry phenomenon worth pondering this one, that is, in addition to Hisense stable seat in the first chair, the second third of the seats with little brand stable, "and sat hot" when this feature and "ice, empty, wash," already form a stable market "duopoly market structure," compared to form a clear contrast. In the TV industry repeated the second and third spot behind the easy to master, we see that in recent years, Changhong, TCL's strategy to make every effort to bring positive change in the host, also see the lack of "great strategic thinking" is working with industry default Skyworth number two lopsided. Looking ahead, the joy to see in the world occupy the largest share of the market the most competitive Chinese market, Hisense, Changhong, TCL's color TV brands lose ground as the representative and comprehensive than foreign brands, we hope that those with long-term strategic vision TV TV industry enterprises to seize the opportunities the future pattern of fission, and effectively improve the international competitiveness of China's color TV industry, "national team" and to achieve among the influential world-class enterprise glory and dream.

"Duopoly competition, said," do not apply the color TV industry

Many people outside the industry about the competitive landscape of China's home appliance market favorite is the "duopoly competition", it seems that is the case, the current high degree of market competition, China's "ice, washed, and air", etc. have already entered the oligarch markets, and even the formation of a stable "duopoly enterprises."

The air conditioning industry, for example, in the recent past, the 2011 freeze year, Gree air-conditioned two U.S. giants' side by side "triumph, the two sides of the market together more than 50 percent," duopoly situation "increasingly apparent. Like this." duopoly structure "In fact, in many household appliances are becoming more present: Glanz and beauty of the microwave oven, the two share reached 9 percent, the U.S. Department of Haier washing machines of (including Little Swan, Rongshida, both share and nearly 5 percent, and gas water heaters MACRO million and the two share and also Sicheng more, of course, the field of nine positive Soymilk beauty, high smoke areas and other parties Wo boss.

However, the main enterprises in all sectors of their force when the leading brand development and strive to shape the "duopoly competition" pattern at the same time, I found that "" duopoly competition "does not apply the color TV industry.

According to a well-known industry research firm recently issued a "flat-panel TV market, 2004-2011, China Profile" data: Hisense, China's color TV industry, in addition to the first eight consecutive years to maintain a stable trend, the industry's first 2 were not the formation of a solid brand ownership.

According to a recent market data shows TV: August 2011, Hisense color TV market is still 16.1% volume market share to keep the top spot, Changhong to 13.4% share of retail sales leaped to second place, ranking third in the TCL its market share of 12.8%, while the industry has been the default position of Skyworth second places relegated to 11.9% in the fourth.

The two sets of data truly reflect the sale as the largest home appliance industry's leading industry - the fierce competition between the TV industry, TV industry "duopoly competition" pattern of the reasons behind the delay setting is worth pondering.

To change and questioning of corporate strategy

Why in the discussion of the color TV industry is difficult to form a stable "duopoly competition", we look first to the breakdown, the industry leader in the industry, Hisense, and often the second place on the cross, Changhong, TCL, Skyworth of the three companies in recent years The market strategy of change, change seems to be piece of a jigsaw from a business point of view to understand the TV industry, "twenty-three hand" market position of the change.

Hisense TV business started, the main business groups accounted for the total TV revenues nearly 1 / 3, for eight consecutive years dominated the top spot in China's color TV market in 2003, Hisense in CRT TVs, rear projection TVs, LCD TVs and large plasma TV products, product upgrading to seize the best opportunity to Hisense flat-panel TV as an important strategic products in China, Hisense's R & D investment among enterprises earlier, market-oriented and faster. Hisense change through innovation to seek a breakthrough for the brand success of the enterprise, from early 2003 into Hisense flat-panel TV and maintain continuous investment in the flat panel TV's positive coping strategies, and finally in 2004 she won the first flat-panel TV market ranking an achievement.

In response to rapid market changes, Hisense to always innovate to respond to changes in the eternal challenge of the layout began in 2005 Hisense intelligent multimedia industry ecosystem: re-integration of early 2006, Hisense Broadband company, venture established in 2008, Hisense Media Networks, Inc., 2008 Hisense and then step in to seize market opportunities begin to work towards LED backlighting products, intelligent television development started in 2009, 2010, the first to enter the field of 3D TV, launched in 2011 and "intelligent cloud" television strategy. Hisense change through examples again and again confirmed, is the edge of the eternal champion status in a positive change from aggressive.

Changhong, as was the "king of Chinese color TV," China's color TV industry in the all-powerful, even once formed the company in April each year, are uneasy awaits Changhong marketing programs to cope with fierce price competition in the market in 2004 when Zhao after the Ren Changhong Group it fully aware that only the upstream into, flat panel TV business in order to get rid of the kinds of situation in June .2006, a subsidiary of Sichuan Changhong Group, the world Shuanghong Display Devices Co., Ltd. formal operations, today rainbow has grown into China's largest plasma TV vendors .2009 Changhong started again in September Dragon strategy, its core objectives is to revitalize the domestic flat-panel CRT era of glory .2010, overall group sales volume exceeded 600 billion yuan, up 61.5 billion yuan, an increase of 30 %, since 2010, Changhong through the adoption of effective countermeasures, remain higher than the industry average growth rate, effectively narrowing the gap between the market share leader, to August 2011 PDP (plasma TV with 43.5% of market volume ranked first in the long-term market share, "Dragon" campaign has achieved victory .2011, Changhong proposed a "plan in 2011 net profit of not less than 20% year on year growth," the target, the other in the product line, the strive to try the first comprehensive ranking of domestic color TV. Changhong to August 2011 on the comprehensive ranking in the domestic color TV has been ranked second, and maintained a sitting second look aggressive posture, according to Changhong's plan in the next three years, and strive to to 2013, "sales revenue exceeded 100 billion yuan."