The 27-year-old Ma Yijie is getting married at the end of October. After graduating from college, he came to Beijing to work hard. Although his income is average, although he can only rent a new house for the time being, it does not affect him to form his own happy small family.
The young couple who are busy working on weekdays, they like to watch American drama most after dinner, they just have n’t had time to watch "Breaking Bad", it is this common hobby that made Ma Yijie decide to buy a smart TV after marriage. Sitting comfortably on the sofa and watching American TV shows, the two no longer have to squeeze in front of a small computer screen.
As a smartphone enthusiast and online video expert, Ma Yijie naturally focused on the emerging brands such as Xiaomi TV and LeTV TV. For people like him who are very receptive to new things, the brand is not important, and he values ​​it more. It is "the picture is good, the function can be smooth, watching online video is not stuck, and the price is cheap enough".
Can't buy
If Xiaomi CEO Lei Jun heard Ma Yijie's words, he would definitely say: "You are our user!" In Lei Jun's view, Xiaomi TV is "the first TV for young people", but Lei Jun, who was a TV at the beginning , Ignore two important things in the TV industry: channels and after-sales, these two factors determine that TVs and mobile phones are products with different consumption attributes.
In fact, when Ma Yijie saw the news that Xiaomi TV was released on October 15, there were not many surprises, because the fact that there were only 3,000 TVs seemed to tell young people like Ma Yijie that buying Xiaomi TV was like participating in a license plate Like the lottery, it's not something you can buy if you have the money.
We are more willing to believe that Xiaomi TV, as Lei Jun said, is indeed a shortage of initial production capacity. At the same time, we also believe that the number of subsequent sales will increase, but only relying on the official website sales model like Xiaomi TV is for TV. Some are "unacceptable."
It is true that the phrase "buying a TV is buying a screen" is true from Lei Jun, then everyone needs to go to the physical store to actually watch the experience, because for a screen, it is not easy to use the word "top match" To describe, at the same time, not everyone can, like "Rice Noodle", just place an order and wait for the TV to be delivered to the home through the description on the official website.
So as Ma Yijie said, "Even if Xiaomi TV can open up the supply, you have to see the effects of the TV yourself to decide whether to buy or not." And Lei Jun did not provide too much "seeing is believing" to everyone opportunity.
The after-sales aspect is even more severe. TVs, which are large items of home appliances, need to be installed and repaired on site. It is impossible to send them to repair outlets like mobile phones. With time, the perfect and huge after-sales service team should be Lei Jun. The next promise of "Rice Noodles" is, after all, the credibility issue that Xiaomi, who started with word-of-mouth marketing, cares most about.
Therefore, for smart TV novices like Xiaomi, although they satisfy the passion and desire of young users like Ma Yijie, although they are screaming at ultra-low prices and super configurations, there are still some basic homework that Xiaomi is making progress This emerging field requires compulsory.
Newcomer sad about trust
There is also LeTV, a newcomer to smart TV, who needs to study with Xiaomi TV.
On the fourth floor of Gome's Beijing Princess Grave Shop, Mr. Wang, who also found a counter after inquiring about it, was a fan of online video in his early 40s, especially since he can pass a lot of boring time on the way to and from work. I want to put another TV in the bedroom at home, so I do n’t need to grab the remote control with my family, so I came over to look at the small size products.
Although Mr. Wang is a user of LeTV, he actually has no loyalty. "PPS, Youku, and Tudou and other video sites, anyway, just look at what you find." Mr. Wang said.
When LeTV's shopping guide, Ruo Xuanhe, introduced the TV function, he did not impress Mr. Wang. "It looks no different from other brands of smart TVs. Everyone can watch online videos." The TV will give you an introduction of the one-year service fee of 490 yuan for the TV version of LeTV.
In fact, it ’s not just shopping guides. Lejun ’s senior vice president Liang Jun ’s quite plausible explanation is also dizzying: “Traditional TV companies’ Internet TV is to add Internet modules to televisions; and Internet TV companies are to increase TV on the basis of the Internet. Module. "
For users like Mr. Wang, the concept of buying TV is still very traditional, such as going to the physical store to see the effect in person, and more trusting the traditional home appliance brand, for the brand recognition, regardless of the on-site shopping guide or Liang Jun in the office seemed helpless.
According to the monitoring report issued by Zhongyi Kang, in July this year, LeTV Super TV sold 27,267 units. Among the total 16 mainstream color TV brands, LeTV X60 Super TV sold 15075 units, ranking first in the 60-inch TV market, with a share of 35.23%. The sales of a single model are about 2.6 times higher than the second.
These figures may be able to give Liang Jun a certain degree of confidence in brand recognition, but for customers like Mr. Wang, they still turn around and choose other brands. He said that it would be more trouble to connect an HD player. , But also choose the "bigger brand", which may be a hurdle for LeTV TV to rush through.
In fact, in this large-scale Gome store, when you see LeTV and Sanyo with only two products squeezed together, when you see all TV brands play "smart" and "4K" When it is a mainstream selling point, LeTV, which is almost unknown to consumers, looks pale and weak.
LeTV chose Gome as its physical sales channel. Obviously, it did not focus on the young people in the 20s and 30s like Xiaomi, so you can experience all the functions in the store, and even set up a wireless network specifically so that Consumers can experience the smooth feeling of full HD online video on the spot, but still not impressing traditional users like Mr. Wang who are persistent in concept, it can be seen that there are still many things to be done by LeEco.
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