After 80 or 00? Who dominates the Internet+ era?

On May 6, 2015, in Lixia, the Xiaoping area was up and down, and Lei Jun and Zhou Hongyi were fighting in each other's space. Cool Nubia had different signs, and the ground in Beijing was fiercely intertwined. Helping the headline became a problem for many media. On the contrary, the landscape of the large-screen area was monopolized by Konka, and by the occasion of the 35-year-old birthday, the banner of “new definition and new height” was erected. In the southern country of Shenzhen, hundreds of TOP distributors were quietly brought in, and the red sales of the black-swords of the Sword Index were sold in May. .

What kind of "new definition, new height"? This is of concern to the industry. What has caused particular concern from the streaming media network is that Konka's mind is spent in the channels - when we turn our gaze to e-commerce, Konka is tapping the power of traditional channels. When home appliance companies stride toward the Internet, whether they will re-examine the way out? Konka judged that 3 million units are the threshold of Internet TV brands, traditional channels will play a great power in the third and fourth tier cities in the Internet + boom Next, is this a more clear understanding?

How do you think of new concepts and new heights?

In fact, as early as 2009, when Xiaomi was not yet born and LeTV had not yet pushed TV, the home appliance companies themselves had set off an upsurge of Internet TV revolution. However, everyone's efforts were to increase the TV unit price. Internet TV represents higher-end, not cheaper than what is represented today. I'm afraid they didn't even think of themselves. The fire that was ignited by them was finally burned to them. After the Internet companies entered the war, this big move of freeware subverted the cost and gross profit system maintained by TV companies. It is also a new era of television that spell hardware and layout. Even new concepts are one of the tactics.

In recent years, the television industry has become a new concept. From the Internet TV to smart TVs, from 3D to 4K, from curved surfaces to quantum dots, and even if the name "Super TV" alone is raised, there is also a saliva. War - One of the protagonists of this war is Konka, and the other is LeTV. With so many new definitions and new concepts, how is Konka new? How to hit a new height?


To say that the Konka LeTV's super-TV battle, both sides of the word, can really make sense. For the post-90s, it can be said that LeTV is the word for Super TV; and Konka, which put forward the term super TV more than ten years ago, can only say that the network was not as developed as it was now, and the transmission rate was not as high as it is now. . We today Baidu searched Konka Super TV, and we can even find that Konka proposed the concept of “using TV” in 2008, and it is “using TV from the core”, and put forward the concept of “Super TV Super Core”. At that time, The concept of "using TV" mainly appeared in the most popular IPTV field at that time. It was through the set-top box to realize new functions such as time shifting and looking back. In the TV machine field, no one has yet done it. The well-known home appliance company's "Internet TV" revolution began in 2009. It is 2013 that more real Internet companies have participated in TV broadcasting.

Therefore, Konka's new definition and new height can be interpreted as a declaration to the industry, and it can also be understood as a breakthrough in the self.

After 80 encounter 00 after the revolutionaries how to fight back?

For people, the 35-year-old is young, full of energy, and his career is small, but the 35-year-old is also likely to represent the need for breakthroughs in the future, and the business encounters bottlenecks; for companies, it is also true that both experience storms and rainbows. Emboldened, there are also pressures and problems faced with the new situation and new technologies.

Millennials, Uber, LeTV, etc., who are now playing a leading role, are considered representatives of disruptive innovations.

Harvard Business School professor Clayton Christensen believes that disruptive innovation is divided into two basic models: new market destruction and low-end destruction: (1) New market destruction will not directly invade the mainstream market, but will not be consumed. The competition, these non-consumers have demand for certain products, but the prices of such products in the market often exceed their affordability. (2) Low-end destruction refers to the development of a low-cost business model in the existing market and value network by attracting the consumption of low-end customers that mainstream companies do not value. These customers previously purchased mainstream products, but Because the price is more expensive for them, the amount of purchase may be small or not at all, and once there is a similar product that is acceptable in price, they will be very willing to buy.

Simple and rude point, the so-called destructive, mainly from low prices. Millet and LeTV's low-cost large-screen televisions have brought television price wars into an unprecedented abyss. In the past, the price system maintained by traditional home appliance companies in the price war collapsed.

Speaking of Chinese home appliance companies, we are accustomed to saying that there are six big ones, including two in Qingdao, one in Sichuan, and three in Shenzhen. In addition to Changhong and Hisense, the other four are all 80 years old. Konka is the oldest player in the 80s and is 35 years old. Skyworth is the youngest and only 27 years old.

China's Internet started in the 00s, and the current main Internet companies have also been born around 00, Tencent 1998, Ali 1999, Baidu 2000, LeTV 2004, Xiaomi 2010.

The current situation is that once the six major Internet revolutionaries encountered 00, they are trying to turn to the Internet.


Hisense - VIDAA, launched in April 2013, originates from Spanish "VIDA" and describes a rich and colorful life.

Changhong - CHIQ, Chinese name Kai Ke, launched in January 2014, "CH" means China and Changhong, "iQ" means wisdom, CHiQ implies wisdom China, wisdom Changhong.

Konka - KKTV, Konka brand launched in September 2013 on color cables.

Haier - Commander, English Leader. In April 2013, the commander of the color television debuted.

TCL - Viveza, April 2013, "Viveza" is from Spanish and means "life."

Skyworth - Cool open, foreign language coocaa, cool open in October 2006 was established, 2013 introduced cool open TV.

These fashion brands that emerged in 2013 are a collective counterattack of traditional home appliance companies that attacked the Internet. At the new conference, the big guys who are accustomed to wearing suits follow Jobs to wear black T-shirts and jeans; for their products, they begin to talk about the spirit of geeks and talk about product managers after 80; and the past consumers have also changed. Become a user, fan. Although such a turning process is blunt, it is commendable.

After 80 years of seriousness (established in 80 years) - Konka, the Internet TV road in these years has been correcting its own direction. In 2013, the online brand KKTV was launched; in 2014, the “1+1” strategy was put forward, namely Easy Terminal+Easy Platform, and the road to Internet upgrade was launched; in 2015, Easy Strategy was upgraded and a SLED with hardware return was gradually formed. TV and content fission super TV represent the two product lineups. In the combination of soft and hard products, the heavy excavation of traditional channels is really a fatal blow to Internet sales.

How can the old chariots in the Internet + era exert new power?

Appliance companies + channel distributors, in the era of e-commerce so developed, this model is already old. With this kind of old chariot, how can Konka prepare to inspire its fighting power?

According to Cao Shiping, general manager of Konka Multimedia Division, Internet companies are now looking at subverting the color TV industry. In the Internet era, information asymmetry is eliminated, channels are gradually shortened, communication costs are low, and user feedback is more convenient. The core position of products has been unprecedentedly strengthened, and channels have evolved from simple distribution into a complete value-added service network. According to survey data, as a blue ocean market that has not yet been fully developed, the home appliance market in third- and fourth-tier cities in China has exceeded 800 billion yuan, especially in color TV categories, and the county-level township-level market continues to grow at a rate of 20% per year. 5 years.


What Konka is eyeing is precisely the market where the Internet companies in the third- and fourth-tier markets are still difficult to cover, and at the same time have a higher degree of recognition for the old home appliance brands.

On the one hand, together with the core customers, especially in the third and fourth line market of the blue ocean TV of the color TV sets, promote the popularization of large-screen, smart, and 4k TVs to jointly build a brand fortress. On the other hand, Konka also promotes channel strategic cooperation and upgrade through Internet thinking and information technology to jointly develop online and offline networks. At the same time, Konka actively explores product customization, service value-added, logistics and after-sale sharing, and even financing and joint stocks. Such as this round of birthday benefit limited collection machine K35 is by the channel manufacturers to participate in the product features, appearance and application of the order, more suitable for fighting in the 34 markets.

The author's hometown should belong to the fourth- and fifth-tier market, where Xiaomi’s mobile phone is no more influential than oppo, and television, considering the possible installation and after-sales issues, and even including brand awareness, network coverage and other reasons, the reporter bought TV for Dad and Mom is still one of the six major brands, not even highlighting the features of the Internet. This is the reality of the market, and it is also the author's approval of Konka's deep digging channels.

Compared to Internet companies that rely on soft power to win and hardware-dependent OEMs, traditional enterprises have many years of hardware research and development advantages. What's more important is the logistics and after-sales service teams that have accumulated over the years. This is a very long time for Internet companies. The overall strength of catching up. For 30 years, the TV screens, from CRTs to LEDs to curved surfaces and quantum dots, have all been hard-fought. It is too early to infer which one is up and down.

However, the benefits that Internet companies really bring to the user level are that the screen is getting bigger, the price is getting cheaper, the content is getting more and more exciting, and the operation is getting more humane. On this level, we welcome the future. After 80's and 00's, they were even more fierce.

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