Double 11 Jingdong Suning Tmall 55 Inch 4K TV Promotion Campaign

E-commerce platform dual 11 countdown to the war, in this time the money bag can not be unbearable, in the moment you have been a variety of coupons hazy halo, streaming media Juntie for you dazzled you compare the most mainstream nowadays In 4K TV's promotions on the Dongning Cat's three platforms involved 29 brands.

Foreign or joint venture brands: Sony, Sharp, Panasonic, Toshiba, Samsung, LG, Philips

Traditional home appliance brands: Hisense, Skyworth, Changhong, TCL, Haier, Konka

Internet TV Brands: Xiaomi, Leshi, Little Whale, Watch, Cool, KKTV, PPTV, Storm TV, Commander

Others: Tsinghua Tongfang, CNC, McKair Long, Long Yun, Hyundai, Pioneer, AOC

The first conclusion: to 55-inch 4K TV as the main target, horizontal comparison Jingdong, Suning Tesco, Tmall three platforms.

Jingdong


Suning Online Market




Lynx



conclusion as below:

1. The high and low price of 10,000 yuan or more, Internet TV brand companies did not get involved.

2,9000 yuan and 7,000 yuan are two less common price segments, 9,000 yuan is not, 7000 yuan price file is only Sony one.

3, 8,000 yuan, 6,000 yuan is also relatively small, 8,000 yuan file only Samsung, Sony, Changhong has sporadic models; 6,000 yuan file slightly more.

4,3000 yuan is the most competitive stalls, dozens of products of several brands in this stall, followed by 4000 yuan stalls.

5, to see the price is still 2199 yuan to become 55 inches absolute depression.

6, the three major platforms have done all dimensions, all forms of entrance, however, to present too much, it is dazzling. In addition, different keywords search, the results obtained are also quite different, people are a bit at a loss.

7, in terms of the overall experience, streaming media Jun prefers Tmall and JD. However, some cats on Tmall are Suning flagship stores.

8. The promotion methods of Internet TV manufacturers, streaming media, the impression of the more profound is the millet's buy TV to send purifiers, especially for Beijing users this season, too close.

9. Regarding the price of Sony, the product of Suning's e-commerce platform is the high-end version, Jingdong and Tmall are the same. The price comparison is shown in the following screenshot:





Then the data statistics process:

Jingdong

In the film zone of the home of the Jingdong Double 11 event, unfortunately, the main brands are the traditional home appliance brands: Konka, Philips, TCL, Changhong, Haier, Skyworth and Sharp.



There are 10 televisions, known as Jingdong exclusive activities, the most expensive is Changhong 75 inches, the price 13999; the cheapest is music as 49 inches, the price of 2250; and Sony 49 inches is 3299 yuan, expensive 1000; the other 55 inches four The most expensive Skyworth 5999, the cheapest Konka 2599; In addition, LG60 inch and Philips 65-inch price, are 4999, Haier 65 inches as long as 3999.



The recommendation of Internet brands is too concentrated. The eight recommendation positions are Xiaomi, Leshi, and Haier Card. Cool open and small whale each have one.



It should be pointed out that Jingdong's page has been made out of Wulong, and the 55-inch and 55-inch or more positions have been reversed...



Take the most mainstream 55 inches as an example:

From the search dimension, on the JD platform, there are 70 models of 55-inch TVs participating in the dual 11 promotion. The price is tens of thousands of models, the highest Philips is 199999, Philips is 65 inches, and Changhong is 13997; more than 8,000 yuan is Samsung and Changhong and Samsung have reduced their lead by 900; in these two price segments, Changhong supports 30-day price protection; 7,000 yuan and 1 are for Sony; 6,000 yuan and 5 are for Philips; two are for Sony Ericsson Samsung; 9 models; more than 4,000 yuan 13 models; more than 3,000 yuan 28 models; more than 2,000 yuan 10 models, the cheapest price is to see still, 2199 yuan.



As can be seen from the table, Changhong and Philips have the most comprehensive product lines, with a choice of 10,000 yuan and a product selection of 2,000 yuan; Samsung has been compressed in the overall price segment, 2,000 yuan a file did not get involved, million yuan a file also Without getting involved, 3000 to 8000 stalls are fully occupied; Sony is more concentrated, mainly in 4000-7000; Hisense is similar, mainly in 3000-6000; LG is mainly 4000-5000; Internet brands are mainly concentrated in 2000- 3000 yuan file, only the micro whale has 4,000 yuan product.

In terms of promotional measures, Philips is mainly to send television, mainly to 32 inches, but that paragraph 19,999 yuan to send 65-inch TV; Samsung, LG, Sony, Sharp are the lead to reduce, to reduce the main 500, but also reduce 900 ; TCL is a price cut, for example, 4999 to 3999; Changhong and Toshiba are the only ones who can do it, providing 30-day price protection on the basis of the current price.

From the image entry dimension, there are 12 models displayed on the event page, 5 from Haier, 3 from LeTV, 2 from Coolpad, 1 from Microwhale and 1 from Macaloon. Among them, there are 9 models under 3,000 yuan, McChlone's as low as 1999, and more than 3,000 yuan are all LeTV's, according to the configuration of different prices are 3199/3599, curved surface 5198. Unsurprisingly, there are 11 prices that end with 9.





Paradoxically, in terms of Internet brands, the search dimension is highly inconsistent with the recommended brand on the main event page. For example, the music portal and cool open recommended by the image portal are not included. Most of Jingdong's products are self-employed. With such activities and methods, they do not know how high the company can intervene.

Suning Online Market

Suning's e-commerce, the main event page is very eye-catching advertising Sharp.



Explosive models, Skyworth, Storm, LeTV, Philips, TCL, Changhong, and Leroy choose one by one, and they do not see what the recommended logic is.



Internet explosion models, PPTV recommended 3 breath, 2 as music, micro whale 2, Konka, cool open a paragraph, 40-43 inches accounted for 67%.



Internet brands focused on music, micro whale, storm, and cloud. Forgive me for leaving me alone. What is Long Yun's ghost?



From the search dimension, participating in the dual 11 55-inch TV has 92 results, 4K Ultra HD 68 models. The price of more than 10,000 yuan a, Samsung, 12499; 8,000 yuan more than 2 are Samsung; 7000 yuan more than 1; Sony; 6000 yuan and above 5, Samsung 2, Hisense, LeTV, Sony each one; 5000 More than 7 yuan, Samsung 2 Sony 2 Hisense Sharpe as the 1; 4,000 yuan 8 above, Samsung 2, Hisense 2, Sharp, Skyworth, PPTV, Toshiba, 1 each; 3000 yuan, Skyworth 7, Hisense 5 , TCL4, Changhong 3, music as 3, Philips 2, Samsung 2, PPTV, millet each 1; 2,000 yuan more than 14 models, Philips 3, Changhong 2, cool open 2, Skyworth, TCL, CNC, micro whale, storm, wheat Kailong and Longyun each have one paragraph.

Need to Tucao about the search function of Suning Tesco, according to the lowest to the highest or the highest to the lowest ranked, are chaotic.



Lynx

Tmall's main activity area recommended explosives tip contains eight brands of micro whale, millet, Hisense, cool open, music, Skyworth, Haier, Samsung, in addition to a 43-inch, the other basic are 40 inches and above.



44 flat-panel TVs are recommended, covering Haier (including Haier module card) 8, Hisense 4, TCL5, Skyworth 3, Changhong 3, music as 3, Storm 3, Xiaomi 2, Samsung 2, Sony 2, LG, micro whale, cool open , KKTV, 17TV, Sharp, PPTV, Pioneer and other brands.

Among the three platforms, Tmall's recommendations cover the most extensive brand names. Among the 44 models, there are 13 models with 55 inches, 7 models with 60 inches or more, 4 models with 70 inches or more, and 20 models with 40-50 inches.

Of the 13 55-inch TVs, Cool had a minimum of 2,399 yuan and Samsung had a maximum of 5,309 yuan.






Search dimensions, 55-inch 4K HDTV participated in a total of 92 results for the dual 11, more than 10,000 yuan, Samsung, the price of 17,999 yuan; 8,000 yuan more than 2, Samsung Sony one; 7,000 yuan more than one, Sony; More than 6,000 yuan, 2 paragraphs, Hisense and Panasonic each one; 5,000 yuan more than 9 models, Hisense 3, TCL, Changhong, Sony, Sharp, Samsung, millet one each; 4,000 yuan more than 22 models, Haier 5, Panasonic 2, Sharp 2, Skyworth 2, TCL2, Hisense 2, Changhong, Samsung, LG, Konka, Cool open, micro whale, music as a paragraph; 3,000 yuan file 35, Haier 6, Skyworth 6, TCL3, Changhong 2, Samsung 2, Konka 2, Xiaomi, Philips, Micro Whale, Hyundai, Sharp, Cool open, Pioneer, Hisense each one; 2000 yuan file 23 models, the lowest price is to see still, 2199 yuan; Konka 4, Panda, look still 2, micro whale 2, KKTV2, Skyworth 2, Coocaa 2, Haier, Commander, Changhong, Philips, Hisense, AOC, TCL, McGovern each one, the cheapest is to see the price is still 2199 yuan.


Summary: The overall atmosphere created by the Double 11 makes people feel like they do not take advantage of the disadvantages. However, they do not buy the fine spirits. In order to save hundreds of thousands of dollars, they spend a lot of energy on various brands and platforms. People may be worth the candle, better way or to buy their own recognized brands.

I do not know this year, double 11 will have to trade 10 billion, many people are brushing a paragraph, "If the double 11 people do not shoot, inventory infinity, the back will be cheaper", in fact, the various household electrical appliance companies including the e-commerce platform in fact have been 6.18. These 11 nodes were kidnapped and they did not dare to absent. Not to mention that some platforms first adjusted their prices and then lowered their prices and so on. Moreover, the collective carnival was also an overdraft for the future. It could not be said to be good or bad, but it was just a bit too tired to feel loved. Only.

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