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| Highly subsidized, subdivided, and out of the sea... The midfield battle of the domestic smart sound box |
Last August, go out to ask to publish Tichome intelligent sound box, the public raise price is set at 600-800, CEO Li Zhifei ridicule his home sound box, is "early admission to catch up with the late set". Last month, the cheetah released the cheetah sound box for 499 yuan, and millet released the mini version of the small love sound box for 169 yuan, and Baidu and small fish jointly released a small smart sound box with a small scale. It was priced at $599. This is not the lowest price - don't forget the 99 yuan spike of last year's double eleven and Tmall elves.
"It's going to be a war!" Song Chenfeng, founder and CEO of sina, said to sina science and technology, "2018 is bound to be a fierce battle."
Midfield warfare set off by price subsidies
What Song Chenfeng called "war" is subsidized price war. He mentioned to Sina technology that he would meet with Robin Li and Lu Qikai every week, and then communicate with the two people one by one. Two people's concerns are not the same: Robin Li's concerns are macro, such as "how should we do 1 million of sales?" And often have a lot of ideas about how to promote the product. Lu Qi is more concerned about products, will ask some details, such as "product experience to achieve what stage." Song Chenfeng mentioned that although Lu Qi did not talk much about promotion, he was a real back to target.
No one will reveal how much money he has posted, but it's not hard to speculate. Small fish in the home a product "fishes" priced at 1000-3000 yuan, at this conference, Song Chenfeng said that the price dropped to 599 yuan, only Robin Li can take this board.
"How much money do you want for an Pad? Baidu makes a box with a screen, so pricing is really very determined and ruthless." Li Zhifei said.
This is probably the battle of Tmall elves.
The Tmall elves have been heavily subsidized. "I don't know how much the cost is, but the Tmall spirit is certainly not a profit sector at the moment, and as a new business, the company will not ask for profit in the short term," according to Tmall's inner staff.
Spare no effort to subsidize, let Tmall spirit sit firmly to take the first volume, become the first to break through 1 million sales volume products. According to the Tmall elves director snow revealed that the latest Tmall shipments have exceeded 2 million units.
"The number of 2 million proves that the acceptance of the artificial market in the Chinese market is very open and optimistic. From this point of view, the whole acceptance is far better than the US market." Said the light snow.
At this point, there is a small consensus, and all interviewees said to Sina technology that the overall sales of the smart box in China in 2018 were most likely to break through 10 million.
Tycoons "suppress" startups, or "education market"?
The whole market is being pushed forward by all players, and there is also a grudge between start-up companies and giant companies. Li Zhifei expressed the helplessness of Sina Technology under the oppression of the giant, and he mentioned that going out to ask the current global strategy, on the one hand, is the trend of Chinese companies at the present stage, and on the other hand, "forced out" to explore the European markets that the Chinese and foreign giants can't sell and try to enter.
"The only thing that can be done now is to avoid them. The products are different. The channels are different from them. Millet can't beat cats. Google can't beat Amazon. What else can you do? " At the seaside near the Boao forum, the geek was dressed in western suit and told sina science and technology.
At the end of the slot, Li Zhifei didn't forget the diss Baidu screen: "the screen, I really don't see the obvious user needs, Pad can move at least."
"So you certainly don't make the speakers with the screen?" Sina Technology asked.
"Not necessarily, you can do it. We originally had a project to do, but when we saw that Baidu came out of 599 yuan, let's think about it again. "
At the Boao forum, another player who works with the Jingdong to enter the intelligent sound box, Liu Qingfeng, chairman of the company, said in an interview with sina science and technology, that at the moment of the subsidy war in the intelligent sound box industry, the company wants to break through, and should do high quality and high price products, and the state should monopolize the giant company. Excessive subsidies and other behaviors are restricted.
This view sounds "politically correct", but at this stage to achieve "high price and high quality", but also to sell well, it is not easy to achieve, and therefore, some companies have chosen to "hold the thigh".
Half a month ago, on the same day, the general manager of Baidu's secret business department, Jing Kun, revealed that Baidu had invested in small fish at home. Equipped with Duer OS system, and took Baidu's investment, Baidu's thigh was firmly held by the little fish at home. Although the Raven bought by Baidu has the courage to stick to the high-end fashion tonal, it also faces another pressure. His founder, Lu Gallo, in this year's CES, was a little emotionally excited to the field media. "If you see the Baidu hardware department not doing well, I'll find me LV Gallo, that is, I didn't do it."
Ali, as a giant, made his own voice.
Light snow believes that the Alibaba, with its own strong brand endorsement and industry resource integration capabilities, has played the role of an industry promoter and has been working in the education market, and the dividend has been left to all practitioners.
"For us, subsidies are only a means, and more importantly, what products and ecology can make, for the new life side. |
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