Among the dark clouds in the color TV market, only Philips has broken through from the online to the new retail model, returned to the source, won the market with “Sanhao TVâ€, and the color TV market has yet to usher in a real boom. I believe that Philips TV will be 2018. There will be better market performance. The TV market is gradually picking up, but it has not changed the decline in the color TV market. Some market research institutions have already given a slight decline in market forecasts. Among the dark clouds in the color TV market, Philips is the rare sunshine. When most color TV manufacturers are worried about sales, Philips has grown against the market, and its monthly sales have remained at more than 200,000 units, both online and offline. The Philips brand from the Netherlands, once the king of color TV, began a strong reversal in 2015, why in 2017 can continue to maintain rapid growth? In the past two or three years, the entry of Internet brands into the TV market has curbed the development of foreign TV brands in China. The embarrassment of Internet TV brands represented by LeTV and Xiaomi highlights the decline of foreign brands such as Panasonic, Toshiba and Sharp in the Chinese market. “We want to thank the Internet brand,†said Duan Wen, director of the Philips TV market. “The Internet brand has inspired the squid effect, which has forced foreign brands to seek breakthroughs.†As a foreign-invested brand, Philips TV has also been hit by Internet TV brands. Philips TV was in a trough around 2014. But it quickly turned around and re-established the fast lane of e-commerce development. Following the sales of more than 800,000 units in 2014, Philips TV sales doubled in 2015 and 2016. At that time, Philips TV had changed from a traditional manufacturer to a company with Internet genes. Duan Wenxue said that the Philips TV team is not from the home appliance industry, but has experience in IT companies' rapid circulation, inventory management, and marketing. So when Philips TV returned to the market, it did not cut through the offline channels of heavy assets, but focused on the online channels of light assets. After six months of efficient operation, the Philips IT model + Internet model has a very significant effect, and the sales volume and amount on the Jingdong platform are far ahead. This practice of Philips TV has been followed by Sharp, which has revived the Chinese market in the second half of 2016, and has also achieved good results. But there is a limit to the growth of online platforms. Xiaomi mobile phone is a typical example. Using low price, hunger marketing, rapid iteration, etc., Xiaomi Online has maintained rapid growth in the market for four or five consecutive years, but it has quickly encountered growth bottlenecks. After two years of adjustment, it has actively explored Under the offline channel, Xiaomi gained new growth. Similarly, after reaching a certain scale and want to continue to maintain rapid growth, Philips TV must find a new growth engine. As a result, Philips TV has returned to the mainstream channels since the end of 2016, and has developed comprehensive online and offline cooperation with Suning. However, the way of cooperating with Suning has shifted from the passive mode of opening a store to the mode of opening a direct store. Duan Wenxue pointed out that they applied Internet marketing thinking to offline stores, concentrated on superior resources, and carried out offline “flow†aggregation. Philips TV does not cooperate with all stores in Suning, but specifically selects the big stores with the advantage of people in the first and second tier cities, and creatively uses Philips' latest European style VM2.0 store design language to take advantage of scenes and Interactively, through the use of different product use scenarios such as family living room, audio-visual room, bedroom, etc. in the store, consumers can feel the effect of home use in the store in advance. More large-scale high-end models of real machines, OLED video wall and Ambilight wall, highlighting the color and clarity advantages of Philips TV, more eye-catching. However, as the number of offline experience stores increases, so does the cost. If the experience store cannot drive sales, it is likely that there will be a thankless phenomenon. How will Philips achieve a virtuous cycle between increasing the experience store and increasing sales? Duan Wen pointed out that Philips adopts the strategy of boutiques, and after opening a second boutique after a boutique, it will not rush to increase the number of stores. Moreover, Philips pays more attention to the linkage between online and offline, and will not only stay in the offline market, but let the new retail model really land. It is understood that while actively exploring online channels, Philips is also launching offline channels. At present, there are more than 400 "Internet +" directly operated stores nationwide, and participate in activities such as Jingdong Caravan and Jingdong Gang to promote activities. The fusion of offline and online. Peng Xiandong, general manager of Zhongyikang Black Power Division, pointed out that since Philips TV re-adjusted its marketing strategy in 2014, the goals of each stage are very clear. In the first stage, Philips will increase market share through online channels. In the second stage, it is guaranteed. On the basis of a certain share of online channels, the first chain of the first- and second-tier cities will move forward, and the third stage will be channeled to the third- and fourth-tier markets. It is precisely because these three stages of advancement are relatively solid, Philips can maintain good growth momentum in the past two or three years.
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