Domestic brands PK foreign brands dominate the domestic market

According to the home market research firm Ovid consulting released the latest survey report shows: in March, showing the development trend of foreign capital into domestic, back to Chinese appliance market, the domestic LCD brand respectively to 78.4% and 65.5% of the share sales share of foreign brands form an overwhelming advantage. SKYWORTH, Hisense, LG, Konka, Changhong, respectively, occupy the top five LCD TV sales, sales of the top three also firmly occupy the domestic brands. Among them, the SKYWORTH group is the absolute advantage in retail sales share of 17.8% and 14.9% of the sales share, since entering in 2009, continue to remain firmly leader in the domestic LCD TV market status. At the same time, SONY, Samsung, LG, represented by Japan and South Korea brand market share continued to decline, was quickly eliminated from the Chinese LCD TV market.

"Rapid change of LCD TV market pattern, is caused by many reasons, both the foreign brand itself, and also the right brand of domestic market strategy is closely related, but also by the profound influence of the macroeconomic environment. SKYWORTH group marketing headquarters official said, seize the opportunity for the transformation of China's color TV market, the implementation of differentiated marketing, is the inevitable choice to achieve the further development of domestic TV brands. "

Reportedly, around April of this year, SKYWORTH group as the representative of the domestic TV brands have launched a new LCD TV 3G based on the idea of integration, in the domestic TV market once again set off a technology revolution. In fact, due to the lack of core technology of LCD TV, LCD TV since 2006 China mature at the beginning, the domestic LCD TV brand will invariably explore the suitable conditions Chinese LCD TV development road. SKYWORTH, Hisense, TCL and other companies have introduced differentiated TV category. One of the most successful launch of SKYWORTH cool open TV, its advocacy of home multimedia entertainment terminal, the product concept for domestic consumers quickly recognized and accepted. In addition, SKYWORTH teamed up on the basis of product promotion strategies of Hunan satellite TV, is to allow more foreign brands can not fully display the domestic LCD brand vitality.

Rural LCD TV market is gradually mature, the domestic LCD TV brand to another absolute advantage of foreign brands. All along, China's three or four market channel network is a major weakness in the development of foreign brands in China, with China's "home appliances to the countryside," the scope of the policy and the intensity of the increase, this disadvantage is even more obvious. The domestic LCD TV brands seize the opportunity to further explore the rural LCD TV market. The TCL in the rural areas of the "Caravan" plan, Changhong will strengthen efforts to penetrate to the southwest market, and SKYWORTH group as early as the end of last year launched the "rural liquid crystal doubling plan, through the adjustment of industrial structure and comprehensive transformation, as well as the new marketing strategy, promote the upgrading of LCD tv. SKYWORTH group, the relevant person in charge and even put forward within two years to achieve a comprehensive national LCD TV CRT TV to replace the goal. Therefore, at the beginning of April, SKYWORTH group announced the grand "five to the countryside" policy, the "new rural strategy" white paper, also held in China for the first time in the history of large rural household appliances dealer customer conference in Shenzhen, nearly 1000 customers from the market in three or four, it is not big.

Is with the above factors driven by the strong brand of the domestic LCD, concern about the continuing rise, SKYWORTH, Hisense, Changhong and other brands of talent shows itself. According to the Internet consumer center ZDC data show that: in the LCD TV attention ten, the domestic brands accounted for about 50.7% of the share of concern, while the joint venture is only about $37.8%. SKYWORTH will continue to consolidate its leading position in the regional market, China's seven of the attention are listed first, with 20.2% of the share of attention at the top of the list.

In the huge impact of the financial crisis on Japan and South Korea foreign brands, is another important reason for this situation. According to the "First Financial Daily" reported that since the second half of last year, Japan and South Korea, home appliances continued to decline in performance in China, its difficult to continue long-term implementation of the market "in Chinese strategic loss strategy, have been" downsizing "in order to save themselves. In fact, in the price strategy of domestic brands and strong promotion strategy, strategic contraction of foreign brands has accelerated its defeat in the back China results. Data show that five of Japan's largest LCD TV brand in February last year, the total retail sales market share up to 34.26%, to January this year has dropped to 27.07% in February this year, the decline is more obvious, only 23.25%. South Korea's Samsung LCD TV market share from 13% in May last year fell to 4.2% in February this year, ranking the leading position quickly dropped to ninth; LG LCD TV market share from 7.5% in May last year fell to 4.7% in February this year.

In domestic brands have launched a new application technology, the new occasion, foreign brands have launched new products. Among them, Samsung launched the LED, SONY will come up with 9.9 mm ultra-thin LCD thing. Industry analysts pointed out that it is not difficult to see the launch of new products from various manufacturers, foreign brands LCD TV technology orientation has not changed fundamentally. Therefore, with the further development of China's LCD TV market, foreign brands will be eliminated from the fate of the Chinese market will be difficult to change.