Tsinghua Tongfang flat-panel TV is trapped: the lack of strategy expansion trap

"As a new army in the domestic color TV industry, in recent years, Tsinghua Tongfang has quickly entered the field of color TV from IT through the breakthrough of flat-panel TVs, and has achieved certain development. However, with the trend of flat panelization in the domestic color TV industry, TCL Enterprises such as Hisense have led a new round of enthusiasm in differentiated products such as the Internet and LED. However, the development of Tsinghua Tongfang in the domestic color TV industry is facing a growth dilemma after the market strategy is disordered."

Hong Shibin, vice chairman of the China Household Appliances Marketing Committee, told reporters that the problem facing Tsinghua Tongfang is not that the industry chain is not perfect, or that it has not established a product-oriented product layout. The key is that the existing scale of the enterprise is still not up to the strength. Under the premise of the market leading position, instead of adopting the focus strategy, it is actually puzzling to adopt a "full netting" expansion strategy, which is equivalent to "using your own weaknesses to compete with the opponent's strong bones."

According to the sales report of the national color TV retail market released by the third-party statistical agency Aowei Consulting, in 2009, Tsinghua Tongfangâ€™s retail sales in the domestic flat-panel TV market was only 0.76%. In the same period, the sales volume of Hisense flat-panel TVs reached 14.33%, and the retail sales share of Toshiba flat-panel TVs, which once fell into the shadow of â€œvertical barsâ€, was also 1.15%. At the same time, LED TVs, which were highly anticipated by Tsinghua Tongfang last year, accounted for only 0.17% of the market's retail sales, far behind Hisense, Skyworth, Konka and Samsung.

Since last year, Tsinghua Tongfang has focused on the â€œgreenâ€ concept in the domestic market, and launched a series of products such as Internet TV, LED TV, and energy-saving TV, and established a three-dimensional product layout for multiple market needs. At the same time, its main concept of â€œgreenâ€ is also in line with the global trend of low carbonization, and it should be able to obtain the return of â€œquantity increase and long-termâ€ in the terminal market. However, the sales data from the terminal market shows that the advantages of Tsinghua Tongfang in the products are not reflected in the terminal market. On the contrary, due to the multi-point product market layout, the competitiveness of the company in the fist products is dragged down.

A color TV business person pointed out that as a technology manufacturer expanding from IT to color TV, in the current hottest Internet TV product competition in the market, Tsinghua Tongfang can fully exert its technological advantages accumulated in the IT field, taking the lead in Internet TV. Differentiate breakouts in the content operation platform and technology model. In fact, at present, TCL, Haier, Hisense and other companies have taken the lead in launching a unique Internet open platform at the beginning of this year, which has started the transition from product manufacturers to content platform vendors. Tsinghua Tongfang has once again lost aphasia in the mode of Internet TV technology platform, which has laid a trap for the lack of strategy in the future competition of Internet TV.

Hong Shibin believes that the crux of the current Tsinghua Tongfang is the channel dilemma. As a new army in the industry, how to quickly transform the competitive advantages of products and industries into market competitive advantages? How to quickly promote the network layout of enterprises in the national sales channels in the short term? How to promote Tsinghua Tongfang's products to let the market and consumers know and accept more? How to use the products and markets to instigate the scale of the enterprise? This series of questions clearly shows that for Tsinghua Tongfang, an accurate breakthrough has not been found.

Why can't we continue to take advantage of the technological advantages of IT companies, and take advantage of the advantages of content platforms and technology platforms to realize the leading position of enterprises in Internet products through the breakthrough of Internet TV? Hong Shibin believes that Tsinghua Tongfang should turn its technological advantages into market advantages, and cannot fall into the quagmire of traditional flat-panel TV companies' price competition.

The reporter learned that under the industry trend of triple play, Tsinghua Tongfang, as a domestic manufacturer with a complete digital TV industry chain, has a complete industrial chain from content resources, transmission system equipment to network operation. This will quickly promote the competitiveness of Tsinghua Tongfang in the terminal equipment market such as color TV. However, the transformation of this advantage still needs to be seen in Tsinghua Tongfang's participation in specific market competition, and find a clear breakthrough, and can no longer fall into the strategic disorder of "multi-point, wide-spreading network".

Since last year, a number of emerging companies represented by Tsinghua Tongfang, such as Chuangjia and Haojie, have been looking for ways to survive and develop in the domestic flat-panel market by means of differentiated products and market strategies. However, for the new army in these industries, the current problems are not the weak strength of the enterprise, the lack of highlights of the products, the weak supporting power of the industrial chain, but how to build a direct consumer market demand based on the end of the market. Competitive Strategy.

Hong Shibin believes that Tsinghua Tongfang has a good brand base and industrial chain advantage, but it has encountered weak development problems in the flat-panel TV market where domestic enterprises are dominant. The key is not the method, but the method is too much, the useful method is too little. .
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