Storm TV play bad marketing, this also dare to call "VR TV"?
VR TV core is not in VR
After warming up, this Wednesday, Storm TV officially announced the industry's first "VR TV" - Storm Superman TV 2 VR TV X-Warner Edition, the product contains 43 inches, 50 inches, 55 inches three versions , The selling price is respectively 1999 yuan, 2799 yuan and 2999 yuan.
However, so-called VR TVs are in fact no different from ordinary smart TVs. It is understood that the association between Storm VR TV and VR is based on the VR-TVOS system installed in Stormrage TV 2. It can support TV content and VR panorama content at the same time, and interconnect TV and VR heads to achieve VR720 panoramic view. Orientation switch.
In other words, the user wants to watch VR content through Storm VR TV, which cannot be realized by TV. Not only does VR panorama content also require VR head display, and the so-called 720-degree panorama orientation switch requires the user to use the mobile phone. Shake to achieve. Such an operation is even more complicated than the user directly using the smart phone +VR device or the VR head.
According to Hong Shibin, an Internet marketing expert from the Internet Society of China, Storm VR TV should be called another form of 3D TV, except that 3D glasses are replaced with VR devices.
In fact, Storm TV did not emphasize VR function too much in the release of VR TV, but more emphasis on product configuration, price and TV content. And the entire process of comparison with the Friends of Friends, Friends of the business actually refers to music as. Hong Shibin believes that the purpose of the storm is very obvious, that is, you want to use the user's attention to VR, emulate LeTV's cost-effective strategy, copy the success of LeTV Super TV.
Eager to seek sales breakthrough
Comparing Storm TV's first-generation smart TVs, it is not difficult to see that Storm TV's second-generation TV focus is not VR, but product pricing. Last year, Storm TV's first-generation TV was priced at 55 inches 4398 yuan, 50 inches 3598 yuan, 42 inches 2598 yuan. In contrast, Storm TV's second-generation television price positioning can be more close to the people.
Regarding the pricing strategy, Beijing Commercial Daily reporter tried to contact the storm TV CMO Lu Shengbo by telephone and SMS, but did not respond before the press release. Industry experts believe that its purpose is to grab the market through low prices.
In fact, the biggest difference between smart TVs and traditional TVs lies in the operation of users. This is also the foundation for Internet companies to cross the border into the traditional color TV market. In the past, color TV companies mainly relied on color TV hardware sales to profit, while the Internet color TV brands paid more attention to service users to achieve subsequent charges.
The core of the operational users is the scale of the users, including LeTV and Xiaomi. The ultimate cost-effectiveness of the products, and even the loss of hardware, is aimed at rapidly increasing the size of users because they know that the scale of users is closely related to the operation of users. It is also about the life and death of Internet TV brands. LeTV and Xiaomi have already accumulated millions of users with their early deployment. However, for the catchy Storm TV, it is in an embarrassing situation of how to increase the user scale.
As early as March of this year, Liu Yaoping, the CEO of Storm TV, disclosed that since the sale of Superstorm TV in 2015, the total sales volume has exceeded the 200,000 mark. The Beijing Business Daily reporter learned from Lu Shengbo that from the end of December last year to the end of February this year, more than 200,000 units in the sales, in fact, contains the storm TV and commander of the two major brands. In other words, the actual sales of Storm TV are even lower. As for the specific sales situation of Storm TV, a reporter of Beijing Commercial Daily tried to contact Lu Shengbo, but it did not reply.
Formalistic innovation is not desirable
From the perspective of product prices and VR concept, Storm TV really wants to occupy a place in the smart TV market, but their innovative approach is not optimistic about the industry. Appliance analyst Liang Zhenpeng bluntly, storm VR TV in the final analysis is an ordinary smart TV, the so-called first VR TV, in fact, more like a form of innovation, aimed at attracting the attention of users, but the storm has ignored this concern It is often not possible to convert directly to sales.
Some practitioners also pointed out that the current VR attention is very high, but mainly concentrated in the enterprise layout and capital market level, really to the consumer level market level, the user level is actually not much attention. In addition, at the present stage, the VR market is still in the initial stage of development. There are still many problems in product technology, user experience, content, etc. that need to be resolved. It is impractical to drive actual TV sales through VR.
Aside from the illusion of VR, the Storm TV is not exceptional in other respects, and it does not mention LeTV, Xiaomi, or even a small whale. In terms of price, Storm TV 55-inch TV hardware sells for 2,999 yuan, while TVs of the same size are selling for 2,799 yuan. In terms of content, Storm TV has storm, Galaxy love singularity, Austrian fly three content, while the micro-whale TV not only Oriental Pearl, Alibaba, Tencent content support, but also Warner Bros., DreamWorks, Star Media, IMAX, Caixin Media, Sports and other companies support the company's content.
Hong Shibin even pointed out that Storm TV’s launch of VR TV is very unwise. VR and smart TV will certainly be linked in the future. They are all platforms for users to provide content, but Storm TV launches too formal VR TV earlier. Products, not only difficult to increase sales, and even affect their own VR reputation, and then close ahead of future development opportunities.
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