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According to the statistics of Beijing Aowei Consulting Co., Ltd. (AVC), in the domestic color TV market in China, Skyworth TV's total sales volume and LED-backlit LCD TV (LED TV) sales ranked first, with a market share of 14.2. % and 16.4% are the secrets to understand Skyworth's outstanding performance. Technical online special correspondent interviewed Yang Dongwen, executive director of Skyworth Group.
In addition, the statistics of Aowei Consulting also showed that the overall size of the color TV retail market in 2009 was 34.3 million units, of which LCD TVs had a total retail volume of 23.25 million units, plasma TVs of 1.72 million units, CRT TVs of 9.34 million units, and liquid crystal plus plasma plates. TV annual sales ratio reached 73%, surpassing CRT TV for the first time
Reporter: At present, many manufacturers are promoting LED TV. What is the strategy of Skyworth LED TV this year? What are the characteristics? How to balance LED TV and ordinary LCD TV products?
Yang Dongwen: At present, new technologies and new applications are constantly erupting. LED TV network TV 3D TVs have emerged one after another. I think the most realistic one is LED TV. In 3 to 5 years, there is no need to go to too much judgment and research. It will definitely concentrate. Resources to make LED TVs optimistic judgment is that during the National Day of this year, the number of LED TVs will account for 30% of the total TV sets, and the pessimistic point will be at least 25%. Skyworth will deploy LED TVs in an optimistic way. In the market, the total number of LED TVs produced will be 2 million units, and the total number of ordinary LCD TVs will be 6 million units.
Reporter: Does Skyworth intend to intervene in the upstream of the LED industry chain?
Yang Dongwen: Skyworth began to lay out LEDs three years ago. Now it has realized that all the modules below 37 inches are self-produced. Only the 42-inch 47-inch, 55-inch and other large-size modules are temporarily outsourcing. It is a large size and also does its own for the upstream of the LED industry chain, packaging chip design and extension, we will also intervene to ensure the integrity of the supply chain, but the way of intervention has not been determined
Maybe we will make the package by joint venture or investment. The chip can be purchased or bought into shares. The epitaxial chip of LED TV to the core chip is very important to our module and can be used as LED TV backlight module. Other application products also have a large market production space, including LED lighting commercial outdoor display. This is Skyworth's market advantage, we will properly intervene.
Reporter: When the economy recovers, what efforts does Skyworth do in terms of exports?
Yang Dongwen: Actually, the current export of domestic TV brands is basically a way of trade, that is, doing OEM and ODM, processing for big brands in the world. I personally feel that this way can not save our real industry exports. Of course this process Must experience to exercise your own design cost control and manufacturing capabilities
Skyworth may gradually move toward the second mode of export, which is to start promoting its own brand of television. The ASEAN 10 countries have zero tariffs. We may carefully promote our own real brand in the ASEAN region. It will be a long process after Europe and the United States. It is a long process overseas. We may establish our own sales organization in the right countries and regions, and gradually promote the Skyworth brand.
Reporter: Skyworth LED TV has the largest market share in the domestic market. What are the unique marketing tips? How to innovate in home appliance enterprises?
Yang Dongwen: It comes down to four words. Technical innovation Compared with other domestic brands, we insist on implementing a differentiated competitive strategy. This is mainly reflected in two aspects. One is the process and the design of Skyworth. Large, large-scale creative design center, the appearance of the product is as creative as possible and the design element is hoped that the consumer will like it at first sight, instead of seeing this product, it will associate with another brand.
The second aspect of technological innovation is in terms of functions and applications. On the basis of satisfying the basic application functions and stability, we provide some application features that consumers like to use, which will become a future trend and the original standard, such as Skyworth. Cool open LED TV has karaoke function, can sing, and is popular among rural consumers.
Next, we will subdivide the product line, and will soon launch two other series of LED TV product lines, which will bring you some unexpected application functions, and human-computer interaction will be better. Inconvenient to disclose details
Reporter: What do you think about the management concept of the home appliance industry from manufacturing to service?
Yang Dongwen: The transformation of enterprises from manufacturers to service providers, we really have to learn from Haier Haier's advantage is that there are more product categories, Haier stores in the third and fourth-tier market is easy to let the store survive, but Skyworth is a specialized company If you also set up some stores that only sell TV, there will be big problems. Therefore, Skyworth may not take the way of brand stores, but will adopt the way of distribution and operation with our distributors. Channel balance
At present, we are still positioned as a hardware manufacturer. We have not yet reached the stage of comprehensive transformation. When the market matures and there is no new quantity, only when we change the quantity, it is the time for us to transform as a TV manufacturer, but this process is still very long. Of course, in this process, we will pay attention to the transformation of services, such as after-sales service, not only to provide maintenance services to consumers, but also to provide value-added services. For example, there are karaoke TVs with microphones, and U disk requirements, our after-sales service. The service department also began to sell parts and provide some value-added services.
Reporter: E-commerce is on the rise, what impact will this have on Skyworth's sales?
Yang Dongwen: E-commerce is always optimistic, because its advantages are obvious, no shop, sales expenses are small, transactions are more convenient, and now payment and logistics problems have been better solved. Skyworth will actively support and support The development of e-commerce platform, and now has a good cooperation with Alibaba Jingdong Mall, but online sales of TV is cheaper than physical channel sales, which caused the opinions of some home appliance chain retailers such as Gome Suning, how to control the price balance? We will Make some arrangements in product planning, develop some online exclusive products, and also do some consumer experience online to promote our products and some new application functions. 
March 17, 2024