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Is there any future for Konka TV being abandoned by existing users? Even if a farmer chose Konka more than a decade ago, when they bought it for the second time, they also intended to give up Konka TV. What does this mean for Konka?
In the Spring Festival of 2016, a survey conducted by 31 farmers in the Longhuzhuang Township of Yongqing County in Hebei Province showed that although 16.1% of the respondents were using Konka TV, they were updated and replaced. Do not intend to continue to purchase Konka.
This is very different from the users of TCL and Skyworth. Among respondents, 19.3% are using TCL, 19.3% are using Skyworth, and 19.3% are using Changhong. Among them, TCL and Skyworth have the highest loyalty. Among TCL's existing users, 83% of users indicated that they would choose TCL for the second purchase. Among Skyworth's existing users, 66% indicated that Skyworth will also consider Skyworth.
It is worth noting that despite this survey, only 9.7% of users use Hisense TV, but based on surveys of 31 respondents, 25.8% of users plan to consider the use of Hisense in their second purchase of TV programs. However, both Changhong and Konka have declined in varying degrees, among which Konka has the lowest willingness to buy, and only one of the 31 respondents said that Konka might be considered when purchasing again.
Why did farmers not choose Konka too?
“The Konka TV I purchased when I got married 18 years ago can still use it normally. However, Konka will not buy it when it is replaced. The main reason is that no one in the neighborhood has bought this brand. It seems that no one is buying, and Feeling less and less advertising in the market Konka." One interviewee said.
The gradual weakening of brand awareness, the rapid drop in buying rate, the follow-up effect leading to the marginalization of Konka, the lack of new products, and the inability of advertisers to penetrate the people’s hearts, are the respondents’ evaluation of Konka. It is also the reason why respondents did not choose Konka for the second purchase.
In fact, Konka TV and TCL, Skyworth, and Changhong became a beautiful landscape in rural areas. Every wedding, these four brands of television are most talked about.
Ebb Tide. Although the functional needs of the rural market for television are very simple, they are limited to watching programs. As far as Internet functions and intelligence are concerned, they are not concerned, but Konka TV has already left the team in the face of simple demands.
Compared to urban users, the needs of rural users are very simple. Due to the relatively open neighborhood relationship, word-of-mouth communication is a very important channel in the countryside. Once consumers experience different product quality or preferences, this issue will continue to grow and will affect purchases between friends and relatives.
Taking TCL and Skyworth as examples, in the survey, it was found that the users who purchased these two brands were basically affected and recommended by relatives and friends in the neighborhood. The purchase preferences included in the refrigerator, air conditioner and washing machine are also similar.
In fact, this is a test for the rural marketing of home appliance companies. The words “Powerful Washing Machine and Love for Mother†made by the Powerful Washing Machine reminded many people of their memory and touched their hearts.
"Now there are many products, but they feel that today's advertisements are not as touching as they were in the past. Of course, on the one hand, it is the reasons for the diversification of carriers and channels. On the other hand, if the same broad appeals of cities and rural areas, can this move the rural market? I feel that today's home appliances can't impress consumers because of their inability to advertise, and this is particularly true for Konka, which is also unsustainable by the fact that the only brand in the past has remained in the rural market." Wang Ying, a freight transporter in Langfang, Beijing, is quite active. His perspective on things is more market-oriented than other respondents. His point of view in fact has a good reference for all home appliances companies.
The difficulty of making a comeback
In the past two years, Konka Group continued to have negative news.
Losses, staff adjustments, structural changes, etc. are the key words for Konka to attract the market. When the same industry uses new technologies and Internet genes to create new products, Konka Group transmits negative energy information. Konka will be greatly reduced in terms of its brand image.
Home appliance products have entered the rural market. Brush advertising is the most common and has the most obvious “eye-catching†effect. The investment is small and subject to numerous, this is the characteristic of rural wall advertising. However, home appliance companies have neglected another level of the problem, that is, how many people in rural areas are buying products for advertising on the wall? Who is the group that affects the purchase of products?
In emphasizing the interaction with consumers today, how many home appliance companies and rural consumers have established a good interaction mechanism? Did the peasants' demands be met? Or how did the farmer's appeals company learn?
This is not the problem of Konka TV itself, but the phenomenon of the overall home appliance industry. In that year, TV sets such as Konka, TCL, Skyworth, Changhong, and Hisense were deeply rooted in the hearts of people and quickly opened the rural market. This was the first time that consumption peaks were encountered, and it was also due to the inevitable consumption demand when farmers’ incomes reached a record high.
Today, the demand for farmer's home appliances has not changed, but the sources of information for obtaining products have changed. They have more willingness to participate and they hope to have more interaction. They hope that home appliances or advertisements will be more targeted in rural areas. In the cloud of smart TVs, Internet TVs, and organic TVs, they were overwhelmed. In other words, what kind of TVs do farmers want? Appliance companies do not really understand their needs.
Once Konka TV was one of the rural favorite products, but in the second purchase, they no longer chose Konka TV, which means giving up on Konka. It was not the respondents who were picky, but Konka did not give them a reason to buy it for the second time. Under the influence of negative news, farmers also have the ability to distinguish between faults, and the decline in the popularity of word-of-mouth communication has led to a decline in the willingness to purchase Konka TV to reach the lowest point in history.