Skyworth scrapes the storm of LED popularization in the rural market

Skyworth has launched a large-scale popularization campaign for LED products in the second and third-tier markets, leading the Chinese color TV industry to transition from urban to rural areas to LED products. Recently, Skyworth Group's regional marketing system in China has been comprehensively laid out with the theme of “TV to buy LED, home appliances to the countryside, and I chose to create a dimension”. It is planned to quickly launch a storm of LED popularization in the rural market nationwide, and further consolidate the sales results in the peak season.

Skyworth sales data shows that in the National Day of 2010, LEDs in the primary market accounted for more than 50% and sales exceeded 60%. At the Skyworth Group's new product display and LED product ordering conference in the fall of 2010, Yang Dongwen, vice president of Skyworth Group, revealed that in the National Day sales, LED sales accounted for 37.95% of Skyworth TV sales, and LED sales in some regions reached More than 50%, gradually realized the transition from LCD to LED. However, the LED ratio of the second- and third-tier markets with great potential, especially in the rural market, is still far below the above-mentioned level. Statistics show that the overall product sales structure of “home appliances to the countryside” in 2009 was: CRT accounted for 52.2%, LCD accounted for 47.8%, LED was “0”, that is, there was basically no sales; in 2010, CRT accounted for 24%. LCD is 73.7%, Skyworth is the first to launch rural LED sales. From January to September, the industry LED has reached 0.7 percentage points in the proportion of home appliances to the countryside, reaching 1.1% by the end of October, including up to 3.7% in October. about. It can be seen that the consumer demand of rural users is shifting to flat-panel LCDs, and the rise of LED color TVs in rural markets is also obvious.

Strong layout to accelerate the pace of rural transformation LED

Compared with the development of LED TV in 2009, LED TV has experienced explosive growth in 2010. Data show that during the National Day of 2009, the national LED TV sales accounted for only about 2%, and in May 2010, it reached about 12%. In 2010, the proportion of LEDs in the National Day primary market surged to over 50%. Yang Dongwen predicts that 80% of LCD TV backlights will use LEDs in 2011.

Based on the broad prospects of rural color TV market, Skyworth is relying on its strong industry leading position, LED product industry strategic advantage and market competitive marketing policy. At present, Skyworth is actively deploying secondary and tertiary markets, accelerating the popularity of LED products and leading China's color TV industry. From the city to the countryside, it has entered a transitional era of escalating to LED products. At present, most of the rural families in China are still watching CRT TV. Skyworth's campaign aims to guide the majority of farmers to skip the LCD LCD when the TV is updated, and choose to buy the latest LED products and enter the LED era directly.

Skyworth's channel layout in the third- and fourth-tier markets is the most complete in the industry, and the profit sharing system with distributors also makes it the strongest in the distributors, which makes Skyworth firmly in the home appliances to the countryside since 2009. Take the first place. Skyworth is the winner of the LED products for home appliances to the countryside in 2010. There are 19 LED models among the 50 winning models, which makes it difficult for all other domestic and foreign brands to match. As the first brand of home appliances to the countryside, the attitude of transforming LED is determined, Skyworth is bound to lead the LED outbreak without any suspense, detonating the LED market.

"LED TV has a comprehensive advantage of wide color gamut, thinner industrial design and green health and energy saving. LED backlight LCD replaces CCFL ordinary LCD is a historical trend." Liu Weizhi, general manager of Skyworth Group Marketing, said that after half a year of industrial chain development, LED TV The time for universal popularization has matured. "The most important thing is the decline in cost and price and the deepening of consumer perception." At present, Skyworth is in a strong position, focusing on strong promotion, and the new employees in 2010 are also passionate and expect to reach the countryside. Heaven and earth go to show their talents and go deep into the countryside to detonate LEDs.

Full range of promotion, Skyworth LED advantage is very obvious

"The key is that the average price of LED has approached the traditional LCD TV of the joint venture brand." Wen Jianping, executive deputy general manager of Aowei Consulting, told reporters that Skyworth LED's price of joint-venture common LCD is less than 10%, and its high cost performance. The advantages are obvious.

Skyworth's home appliances to the countryside LED products are not only the largest number of bids in the industry, but also the largest product range, the total number of products from 24 to 55, the price range from low to high all equipped to meet different needs. Skyworth also specially formulated a comprehensive rural product supply plan, specially designed for the rural market to provide E15 and other LED home appliances to the countryside, adding Skyworth's unique competitiveness. The demand for small and medium-sized products in the rural market is very strong. Skyworth has a strong lineup of small-size LED products. Skyworth calls it the “Healthy Baby” series, including 9 series of 24 series, 26 inches and 32 inches. Meet the needs of the rural market and have strong product competitiveness.

"The focus of LED universal popularization is to carry out all-round product layout according to market demand." Liu Weizhi said that among the top ten LED products that Skyworth currently has, the product lineup with high price, medium and low price is complete, which can meet the needs of consumers at all levels. Among them, 3D function LED, high-definition integrated machine, etc. are the star products of Skyworth LED, and mature products such as E60 and LED10 have higher market competitive advantages.

"From the sales of our licensed home appliances to the hometown, Skyworth LED sales have been far ahead of other brands, and it is the absolute first brand in my store." Skyworth, a home appliance dealer.

Strong demand in the rural market, huge space

“Home Appliances Going to the Countryside” has been promoted to the whole country since February 1, 2009. Its great results make it easy for us to find that the rural market is extremely broad. Today, China's most extensive consumer groups are in rural areas, and the market of more than 800 million farmers is the most promising market. The consumption potential of the 238 million households with a population of 800 million in rural areas is huge, and a one percentage point increase in the penetration rate of any commodity means an increase of 2.38 million. Although currently affected by factors such as income and consumption environment, the expansion of farmers' purchasing power in China is still limited, but the rural commodity market has great consumption potential. Except for some economically developed regions, the satisfaction of most rural market needs is still low. The long-term demand space of the rural market is still very large, and the farmers' demand for immediate consumption is also strong. Among the many demand for production materials and living materials, home appliances, especially the color TVs that are currently the only ones that undertake the cultural and recreational functions of farmers, will become rural walk-in. The focus of well-off consumption. The survey shows that if the home appliance ownership rate of 230 million households in rural China reaches the 1996 urban penetration rate during the 12th Five-Year Plan period, 168 million color TV sets will be needed.

China's rural per capita net income has continued to grow during the 11th Five-Year Plan period, with an average annual growth of more than 5.4%. In recent years, the state has increased investment in rural infrastructure, vigorously building small towns and developing township and village enterprises, implementing new rural household contracting systems and new rural cooperative organizations policies, so that farmers' incomes have grown steadily and the rural consumption environment has further improved. All of these will be conducive to the all-round development of the rural economy, which will help farmers to further increase their purchasing power, and will be conducive to the comprehensive popularization of rural color TVs and the upgrading of old and broken CRT products.

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