(iTers News) - According to the market sale statistics of color TV industry in 2013 released by AVC, Skyworth had a sale volume of 8.12 million sets of color TV in the market of China, with a market share as high as 17.0％ and taken the first spot in the sale volume of color TV nationwide for eight years in succession. That Skyworth has secured a leadership in the color TV industry for so many years, other than the advantages in such as brand and channels and the capability of technology research and development, has benefited from the "dual values based marketing mode" initiated by Skyworth.
The said marketing mode was based on the strategy launched by Skyworth to shift from competition orientation to customer orientation. Liu Tangzhi, the vice president of Skyworth Group and the headquarters of color TV business deems that the dual values based marketing mode is composed of "product value based operation" and "user value based operation". Other than paying attention to the product value, the enterprise shall also emphasize on the user value. Under the guidance of the marketing mode, Skyworth has achieved a praiseworthy performance in the mining and expansion of product value and user value.
Winning the Market with Many Globally Initiative Products
The powerful technological reserve and the acute market insight have enabled Skyworth to correctly grasp the tempo and rapidly roll out new products and play a leading role in each key node in the development of color TV industry. Cloud TV with a system of health management, UHD cloud TV, DIY TV E7C, 4K 65E900U TV with a full color gamut were all initiated by Skyworth globally; the first OLED TV of Chinese brand, the first ever 4K family internet TV "Coocaa UI" were also released by Skyworth for the first time nationwide…From non-blink 3D, health cloud TV, Tianchi operating system, 4K UHD to full color gamut 4K, Skyworth has led the trend of color TV time and time again and shown its absolute advantages in the color TV industry of China.
4K UHD TV(E900 series)
Differentiation Interpreting the Product Value
The competition in the color TV industry has always been fierce. In early years, hundreds of TV brands were starting up at the same time with Skyworth. Nowadays, there are only a small number of them left. Among them, Skyworth has become the industrial leader for its years of deposits in technology and brand. Even if since 2013 when internet enterprises joined each other to invade the color TV industry and attempted to overwhelm the industry with devices such as price war and hunger marketing, they still cannot shake the status of Skyworth. Skyworth has embraced the internet with an open posture and rolled out a series of products to contend with its rivals and win both praise and market. Stressing the differentiation of products is the very magic weapon for Skyworth to keep undefeated in the fierce competition.
Coocaa TV under Skyworth was created by a team which has won Red Dot Award and IF Award in industrial design, with a frame of 5.9mm, a body thickness of 17mm, tidily arrangement of the main board and delicate and concealed wire arrangement, whose advantages can be identified immediately in the comparison with the products of other non-professional manufacturers. Coocaa TV has also creatively designed a transparent back cover so that the customers can easily spot its advantages. The integrated design of its base is also the bright spot of its innovation, which can also be used as a rack. Besides, Coocaa TV is in-built with apps such as Juhuasuan, PayPal and Shuidianmei of Alibaba, which has solved the payment link which was previously weak in a TV. It can be seen that Coocaa TV interprets the product value with differentiation and thus wins the favor of customers. It created a Guinness world record with a single-day sale volume of 56272 sets on the November 11 shopping gala last year and became the first color TV brand to break the threshold of one hundred million RMB on Tmall.
The WeChat TV rolled out by Skyworth is equipped with many bright spot functions such as multi-screen interaction experience of human-machine interactive operation and video consumption and is honored as an important milestone in the development of internet TV industry. It has not only opened up new app modes of internet TV industry, but also will bring new opportunities to the development of pay-as-you-see TV market of China.
The globally first-ever DIY TV, E7C, released by Skyworth has also taken differentiation as the edge tool. The configuration of TV in hardware and software, the external decoration strips of the TV can also be customized by the customers, which has brought a concussion to the household appliance industry and electronic business industry, opened up a C2B mode for the TV industry and aroused a wave of customers customizing their TV.
Patents Escorting for the Products
Skyworth has attached great importance to the research and development of independently innovative products and the cultivation of independent intellectual property rights. After years of efforts, it has applied for a total of 2611 patents within the borders of China, among which 1577 ones have been authorized; it has applied for 184 patents beyond the borders of China, among which 54 have been authorized. Required by the development of overseas business and the group applying for national projects, Skyworth has submitted applications for PCT international patents and selected excellent patents for overseas deployment.
Many patents are applied to products, having brought considerable economic benefits to Skyworth. Taking "a kind of signal detecting device of VGA channel" applied by the headquarters of research and development of Skyworth as an example, the said patent can be extensively applied to various products and occasions based on VGA signal, with a very high value of application. It has been used in a large scale in models of Skyworth TV such as M30 and M55, which had an accumulated sale volume of about 700 thousand sets in the fiscal years of 2011 and 2012 and achieved an accumulated profit of near 60 million RMB.
Since it has made outstanding achievements and contributions to the independent innovation and cultivation of independent intellectual property rights, Skyworth has won national, provincial and municipal accolades such as one of the third batch of pilot units of intellectual property rights of enterprises and institutions nationwide, a demonstrative enterprise of intellectual property rights in Guangdong Province, an advantaged enterprise in intellectual property rights of Guangdong Province and an advantaged enterprise in intellectual property rights of Shenzhen City.
Users Pushing Product Development and Brand Promotion
Liu Tangzhi deems that in the present era with rapid development of internet, the traditional transmission chain of product value from the manufacturer to the customers has begun to receive a powerful impact from the transmission system of user value in the reversed direction. The current terminal users, other than traditional transaction value, also begin to show increasingly large values of other types. Therefore, while adhering to the "operation of product value", Skyworth also continues to explore into the "operation of user values" and hands the power to the users and makes use of their strength to push the product development and brand promotion. For example, through holding Skyworth Tianchi family internet innovation competitions, excellent apps of family internet and excellent designs of TV interface are collected, development and design elites with strength are selected and a good, steady and fair platform is built for the developers representing the users to implement blue-sea cooperation and seek a win-win situation with them.
E7C, the DIY TV of Skyworth is also a typical example of making use of the strength of users to promote product development. With the user customization as the selling point of differentiation, E7C can greatly meet the individualized demands of the users and enhance the reputation of the brand. What's more important, through interactive collection of feedbacks from the users, Skyworth has gained important data, and kept optimizing its design ideas of the products, upgraded the product experience and promoted a benign circulation of product research and development.
The development of new media has made the brand promotion shift from "publicizing widely" to "interactive spreading". The word of mouth of the users has become an important link in the brand construction of an enterprise. Based on this, Skyworth has kept enhancing the user experience by upgrading the terminal communication experience and service experience and made use of We media such as blog, Microblog and WeChat to let the users become an important carrier for brand promotion.
Skyworth has made a huge investment to expand and upgrade its call center. The center has more than 500 seats. The average daily answering capacity of its national unified service hotlines 95105555 and 4008665555 has exceeded 30 thousand calls, with one-time call capture rate at 99.61％. Besides, Skyworth has initiated interactive service functions such as request for installation with the "message platform" and returned visit to users. Users can contact the user management system of Skyworth (CRM system) only by sending a message. The system will automatically identify the information of the user such as address, contact information, purchased product and required service. A bill will be generated and passed instantly to the front-line service engineer who after receiving the message will immediately provide the corresponding service.
Skyworth has taken the initiative to introduce a "45-min high-end experience based service standard" for panel TV in the industry. This is another innovation for providing service to the users, following the national standard "technical specification for the installation and maintenance service of panel TV" formulated by Skyworth. The said standard involves professional installation service, powerful function experience service and perfect household appliance maintenance service and is engaged in providing the users with a perfect service experience and product use experience.
The above-mentioned efforts have brought brand reputation to Skyworth and also indicate that as long as an enterprise keeps upgrading its user experience, it will be able to activate the value of users as product designer, rule maker and brand promoter.
Strong Correlation with the Users, Providing Value-added Service
It's the dream of each enterprise as well as the goal of Skyworth to keep enhancing the user loyalty and achieve the shift from "one-time transaction" to "continuously providing the users with value-added service". For this goal, Skyworth has made efficient efforts in the aspects of establishing a strong correlation with the users and providing value-added service.
The "direct access to Hollywood" jointly created by Skyworth with Nanfang Media and Union Voole was another successful try of Skyworth in the development of backstage contents, which has fully grasped the beneficial opportunity that the limited number of blockbusters introduced by cinemas of China each year cannot meet the demands of users for watching movies and efficiently enhanced the user loyalty. Through two forms of sale, i.e., the sale of physical cards and the VOD charge by the users, Skyworth has successfully achieved value-added sale of the cards with direct access to Hollywood.
Besides, Skyworth has also blazed a new way to strengthen the relationship between users and Skyworth brand through the sale of extended warranty and has achieved a really good effect. For example, the service engineer will sell value-added products such as wireless mouse and mobile hard disc to the users, or recommend extended warranty service to the users when they provide door-to-door service. These value-added service not only bring considerable earnings to Skyworth, but also cultivate a great batch of Skyworth loyal users. In the future, Skyworth will also explore more value-added items such as games development and online education so as to enrich the product and service experience of the users.
Industrial experts express that the "dual values based marketing mode" of Skyworth no doubt has been tested by the market, which will be an active development mode for Chinese household appliance enterprises in the era of family Internet and setting a pioneering example for color TV makers.