Demand for weak consumer demand for traditional audio and video continues to decline

In today's home appliance retail industry, once the traditional high-fidelity audio and video is going down the altar, it is in a dilemma. The audio and DVD are declining. It even fell into the “time forgotten” by most media. The reporters visited several major chain stores in Dongguan yesterday and learned that 4 years ago the single store had sold 50 high-end audio devices. Today, the sales of audio and video have dropped by about 50%. Among them, the disc drive has dropped by more than 20%, and the audio has fallen by nearly 200%. %, the overall camp's product line has also been substantially reduced.

In the end, what are the factors that have undermined the viability of audio-visual products and how do they deal with the chain stores? What are their future prospects and whether they will be able to return to life again? At the end of the year, this newspaper will decode the "mystery behind" of traditional audio and video.

Text / reporter Ma map / reporter Sea countries <br> <br> market conditions

4 years ago the single store monthly sales of high-end audio 50 Taiwan many people like hot pursuit of fashion, only in terms of home audio and video consumption, four years ago, "fans" who will be held on an enviable and thrilling heights , which is extremely popular.

“We started earlier in the audio business, so we have a lot of influence in the high-end market.” The person in charge of the relevant department of domestic home appliance chain fashion electric appliances recalled that at that time, the high-end audio of more than 80,000 yuan was sold at about 50 units a month. , And 4,000 yuan to 50,000 yuan audio volume is more optimistic, "in 2007 audio sales reached an unprecedented peak, our annual sales of nearly 100 million yuan." Fashion electrical media director Chen authority yesterday when interviewed by reporters If it responds, say.

Dongguan Gome (microblogging) (microblogging) city store audio promotional staff said that, and Other categories are different, then audio enthusiasts are more interested in brand names, usually go straight, will not even question the less well-known brands .

4 years later, traditional video has become extremely fragile. The reporter recently visited a chain of stores in the city and discovered that the vast and spacious audio and video special room seemed to be out of date. Apart from the enthusiastic enquiry of salespeople, it was hard to see customers within half an hour. "The audio and DVDs are not selling well now. It will be nice to ship several units in one month." One female salesman told reporters.

Dongguan Zhang, the manager of Dongguan United States Publicity Department, said: “Audio is not our strength, and currently there are about 8 audio brands entering the market. The price is between RMB 999 and RMB 80,000. Even Blu-ray disc players are not selling well.” . According to its disclosure, overall video and audio sales accounted for only 3 to 4 percentage points, "the corresponding increase is almost no."

“The role of home appliances to the countryside and trade-in policies for audiovisual products is relatively weak.” Chen Chen, head of fashion electrical media, said that compared with the peak period of 2007, sales of audio and video products have dropped by about 50%, of which disc drives have fallen by more than 20%. %, while acoustics also fell close to 20%.

It is reported that the audio and video camp has been reduced. A senior person familiar with the industry’s situation revealed to reporters that the mini-audio products of Panasonic, Sony, Sanyo and Yushchenko, which were once very active, have gradually faded out of this market, and some small cards are completely eliminated. The situation is even more tragic than that of DVD, which is a sharp decrease of 3/4 from 9 years ago.

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Will the DVD fade out of the market?

Chen Authority: The current 3C category and audio and video are indeed very close, the conversion of the optical disc is also very convenient, but with the maturity of 3D Blu-ray technology, Blu-ray DVD may also be reborn new vitality.

Zhang Wei: Blu-ray DVD may also have certain needs, but if TV's features are more and more rich, and DVD's non-breakthrough technology appears, it may be difficult to get out of the woods.

Do audio and video products continue to decline?

Chen Authority: In the next short period of time, the volume of traditional audio and video may continue to shrink. After all, audio and video products are not the same as traditional household appliances. They are used as a necessity of life, but in the long run, when life is rich, People may be pursuing the best audio and video, so in the long run it is still possible to go well.

Zhang Hao: As far as the current situation is concerned, the prices of high-end audio and video are still strong and are also favored by professional enthusiasts, so they may continue to prosper. However, low-end products may be less and less marketable.

Industry analysis

Why is it that the home video that has been used as a luxury product because of market turmoil has become a luxury? Dongguan Zhang, the United States of America, believes that with the popularization of computers, mini-stereo has become a standard for computers, and the emergence of smart TVs such as Internet TV and cloud TV has enabled people to browse the Internet for free and become a real life. In addition to the improvement of TV's own audio technology and the richness of mobile devices, it can be said that "in addition to audiophiles, many consumers are no longer fascinated with stereos".

People involved in the fashion electronics industry believe that the consumption structure of audio and video has shown a dumbbell shape. The demand for low-end and high-end products is still strong, but the demand at the mid-end is drastically reduced. This part of consumers now has a more cautious attitude. “Neither As a household life necessities, it is not seen as a lavish luxury goods. It can be said that this is more of a change in consumption habits.

The company intends to break through the breakout chain market segments, although the traditional video is declining, but after all it is a "big piece of meat" in the chain appliance store bowl, although some "fanciful, abandoned pity" range of children, the chain stores are still active Respond to achieve "surveillance."

“This year, the fashion electronics division has newly established a sound business unit, which has been separated from the original procurement department.” According to Chen, the authority is to further segment the market, better maintain existing customers, and tap potentials in due course. For low-end consumer demand, sales promotion will be focused on, while high-end enthusiasts will seek to become more professional. The "1 to N" follow-up process model will be used to provide "consultation-style" services such as category configuration, circuit layout, and unification of style for the site. .

Dongguan Gome also said that for the characteristics of large demand for packaged appliances, in the future may be set to promote low-end consumer audio and video, and launched a dedicated service model for high-end audio and video customers.