What's behind the colour TV price war?
Release time:
2018-02-06 09:41
Source:
Citizens who buy home appliances recently may find that home appliance stores in Yangcheng have put out promotional advertisements for color TVs. In the hot summer of Japan, the price of air conditioners, refrigerators and other refrigeration equipment should be reduced for promotion, but the merchants are making plans for color TVs. Why is this?
【Phenomenon】
Merchants start color TV "price war" at the same time
The lowest discount even reaches 60% off
Since the beginning of August, Suning, Five Star, Huiyin and other major home appliance stores in Yangcheng have placed color TV promotion posters in prominent positions. Suning announced that from the 9th to the 11th, it will be a "grab color TV" activity, and the price of the color TV in the audience will be "killed to the end". Huiyin Home Appliances, which is across the street from Suning, also announced that it will hold a "Ten Days and Ten Nights" promotion from the 2nd to the 11th, and the prices of all color TVs will be the lowest...
The reporter visited a number of home appliance stores and found that many color TVs offered attractive prices: Sony 46-inch color TV 24% off, priced at 4399 yuan; Samsung 50-inch LCD color TV discount even lower, 33% off for only 4999 yuan. In normal times, the prices of these two TVs are both six to seven thousand yuan.
After comparison, the reporter found that the discounts of each company are 20% off, and the lowest even reaches 40% off. As far as the same model is concerned, the price difference between each company is within one or two hundred yuan. Chen Maogang, head of the marketing department of Suning Appliance, said that even if it comes to the National Day, it is guaranteed that there will not be such a low discount.
【doubt】
Why is the price war only for color TVs?
White TVs are pretty in summer, and color TVs are off-season
Careful readers may find that the price war launched by the merchants this time is only for color TVs. So, why not participate in the preferential activities for air conditioners, refrigerators and other electrical appliances commonly used by every household in hot summer?
Li Feng from the Marketing Department of Suning Appliances told reporters that the home appliance industry is divided into white home appliances and black home appliances according to the appearance and color. White goods refer to refrigerators, air conditioners, washing machines, etc.; while black goods refer to televisions, computers, mobile phones, etc. Generally speaking, summer is the peak season for sales of white goods and the off-season for sales of black goods.
"Air conditioners, refrigerators and other refrigeration equipment are used by every household on such a hot day, and we don't have to worry about selling them." Li Feng said that color TVs are the opposite. Generally, the peak sales season for color TVs is holidays, and sales in summer are relatively small. "In order to stimulate potential demand and digest inventory, we launched a "grab for color TV" war." Li Feng said, this is a two-fold thing. For manufacturers, the funds are recovered; Bought a color TV at a discount to avoid "rising prices" during the peak sales season in the second half of the year.
The reporter learned that the price war of the merchants is only aimed at color TVs, and there is a deep-seated reason: the reason why the price war can be fought is not that the merchants have the final say, but behind the merchants is the contest between various brand manufacturers. The extent of the discount is determined jointly by the merchant and the manufacturer. A fact is that the sales of color TVs in the first half of the year were booming, with a year-on-year increase of 29%. Manufacturers want to continue this "brilliance" before the peak season.
【Thinking】
Why did the price war happen in August?
Unleash the consumption potential, which will be regularized in the future
Generally speaking, the home appliance industry will engage in "price wars" during the May 1st and 11th Golden Weeks every year, and the efforts of each company will be minimized. After May 1st and 11th, prices will return to their usual levels. So, why did this year's price war happen in August?
Li Feng told reporters that the reason for the "price war" between May 1st and 11th is to release consumption potential. "If consumers miss May Day, in order to get a lower discount, they can only wait until November. There are as long as 5 months in the middle, and these 5 months are off-season for us." He said that for consumers 5 months also seems like a long time. "If the TV in your home is broken and you need to replace it, you have to wait until the first half of the year to buy it. Don't worry." He said that the promotion in August between May 1st and 11th is "to give consumers Provide more choices."
He Dajun, Marketing Director of Huiyin Home Appliances, also said that the home appliance industry relies too much on holidays. "The holidays are full, and it is normal for the goods to be adjusted if the sales are not enough. Usually, the sales are not as good as the holidays." He said that in order to change this unbalanced state, one more "artificial" holiday is needed to stimulate consumption.
The reporter learned that the promotion of color TVs in August is the first time that home appliance shopping malls have engaged in price wars outside May Day and Eleven. "Since it's started, I'm afraid it will be difficult to stop it." Li Feng predicted that the price war in August may become regular in the future.
【Question】
Is the price war just to stimulate consumption? Artificial festivals fill the policy vacuum
According to the merchants, the choice to engage in color TV price wars in August is to unleash potential and stimulate consumption. However, the facts are really as the merchants say, is it just to stimulate consumption?
The reporter learned that the one-year home appliance energy-saving subsidy policy expired on June 1 this year. After June 1, the home appliance industry will no longer enjoy any national policy support. From the past "two legs" (trade-in, home appliances to the countryside) to "one leg" (energy-saving subsidies), and now "legless" walking.
Without the support of national policies, home appliance retailers have to "find another way out." Soon merchants discovered that the past "promotional seasons" on May 1st and 11th were not enough, and they needed to artificially "manufacture" another "shopping carnival season". Thus, the color TV price war came into being in August.
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