Traditional home appliance price wars hit LeTV

LeTV's substantial increase in the amount of TV subscriptions has enabled traditional home appliance companies to start hitting LeTV with price wars. The scheduled event of LeTV TV Super X60 will end today, and the first batch of 200 engineering machines will be delivered to users in this week. The Beijing Business Daily reporter learned from Le Zhixing’s new sales vice president Zhang Zhiwei yesterday that LeTV is On the first day of the opening, it was nearly 20,000 people, which was nearly 100 times higher than the number of engineering machines on sale; almost at the same time, many traditional household electrical appliance companies including Changhong also launched 60-inch new products, and the prices were even lower. LeTV.

It is understood that before the market price of 60-inch TV is about 12,000 -1.6 million, 40 inches is about 2900-3600 yuan. In contrast, LeTV's price is indeed attractive enough - 60 inches for only 6,999 yuan, 40 inches lower to 1999 yuan, which is why it was very popular at the beginning of the reservation at the beginning of the weekend.

LeTV’s popularity has made it impossible for traditional home appliance companies to hold back: In addition to the world’s first ultra-high-definition smart one introduced by TCL last week, traditional companies have offered price wars for the price of LeTV’s TV 6999, including Changhong’s 60. The seven-star intelligent U-MAS living room TV is even more similar to LeTV's TV advertising language, "double performance half price of 6999 yuan," Samsung, Haier and other companies have also launched similar low-priced products Sword Super TV . Beijing Business Daily reporter logged on Suning Tesco's discovery, counting business activities as subsidies and national energy subsidies, Samsung 60-inch PS60F5000ARXXZ color TV price of 7699.1 yuan, Haier 60-inch LE60A5000 color TV price of 6841.9 yuan, is also lower than Super TV 6,999 yuan.

In response, Hong Shibin, executive chairman of the China Home Appliances Business Association Marketing Committee, believes that Changhong, Haier, Samsung and other companies are pushing a low-price product as a competitive strategy, hoping to suppress super TV through a single product lineup. Because, compared to LeTV, traditional TV companies have a full line of products, and they can maintain the siege of super TV by complementing other models.

However, some people in the industry believe that at the current stage, the purpose of low-cost promotion of traditional household electrical appliance enterprises is not simply to envy TV, but also to digest inventory. According to regulations, the national energy subsidies will end at the end of this month. "But TV companies often perform energy-saving subsidies in their previous production arrangements. Now that energy-saving subsidies are about to expire, it is certain that they must digest this part of the product during this period of time."

Regardless of the purpose of the substantial price cuts of traditional home appliance companies, according to Luo Qingqi, a director of Pare Consultancy Co., Ltd., the competition in the color TV industry will shift from the original hardware competition to content competition in the future. “The development of television has little to do with the availability of boxes. The changes are mainly reflected in the upgrading and increase of signal sources. Therefore, the future television companies must be 'new types of enterprises'.” He also stressed that “new types of enterprises” are not equivalent to the current ones. Le Shi, love singularity of these content companies, not TCL, Hisense and other traditional hardware manufacturing companies. But in the process of television internetization, the above-mentioned two kinds of enterprises were born out of the new enterprise.