Since the beginning of this year, consumer TVs in the industry have experienced sluggish growth and even negative growth. Competition in the market is extremely fierce. Major TV companies have also seen a significant decline in performance this year. The top five color TV giants in China have not been spared. However, Skyworth, China's largest color TV giant, has achieved gratifying results. From the latest 2016/2017 financial year report released by Skyworth, Skyworth Group’s turnover was HK$42.845 billion, an increase of 0.4% year-on-year; the Group’s total profit was 1.529 billion. Hong Kong dollar. At Skyworth's business level, the total revenue of Skyworth TV business was HK$29.637 billion; the total sales volume was 16.28 million units, up 13% from the previous year. It is not easy for Skyworth to achieve such a successful performance in the domestic TV market.
Layout overseas market Skyworth step by step
Skyworth's impressive performance is not accidental. Layout overseas is a huge boost for Skyworth's growth. Looking through Skyworth’s history of opening up overseas markets, Skyworth is a step-by-step approach. In 2014, Skyworth acquired the South Africa Xoceco Plant and the local famous brand sinotec to rapidly expand the South African market; in 2015, it acquired Metz in Germany and quickly implemented the “Skyworth+Metz†dual brand strategy in Europe; in 2016, it acquired the Toshiba TJP Plant in Indonesia to Indonesia. The spot radiates throughout the Southeast Asian market. Now Skyworth is taking advantage of the country's “Belt and Road†approach, and Skyworth has a blue ocean in countries and regions along the route. According to Sun Weizhong, Vice President of Color TV Business Division of Skyworth Group and general manager of overseas regional marketing headquarters, Skyworth has overseas branches in India, Indonesia, Philippines, Vietnam, Thailand, Malaysia, Germany, and South Africa, including Indonesia, South Africa and Germany. Production base. In addition, the opening of East Africa Office, West Africa Office, Middle East (Dubai) Office and Central Asia Office are under preparation. These brand agency offices radiate brand agents in more than 30 countries.
For more than a decade, Skyworth has been working on the road to internationalization and its achievements have gradually emerged. According to Skyworth's 2016/17 financial year report, Skyworth's turnover from overseas markets reached HK$12.5 billion, an increase of 31.2% year-on-year. Among them, Skyworth TV sales reached 6.941 million units, an increase of 57% year-on-year. Skyworth is not arrogant about the gratifying achievements it has achieved. In the coming years, Skyworth stated that it will grasp the huge incremental business opportunities in emerging markets such as Southeast Asia, Latin America, the Middle East and Africa. We will invest more resources to seek appropriate strategic positions in the international market and lay the foundation for future sales growth. By 2020, we will achieve sales of 15 million units.
Seeking consumer pain points, Skyworth has never stopped exploring
On the other hand, Skyworth is always able to pinpoint consumer pain points and launch technology products that meet consumer needs at the right time. In August 2017, Skyworth teamed up with Tencent's "King of the Whole People", which is known as the online music platform's boss, to launch the "Great Screen K song artifact" G3, bringing new subversion to the living room entertainment. As TV G3 is highly sought after, Skyworth will also launch the “King of the Whole People, K Out Healthy New Life†event that lasted six months. It will invite all citizens to participate in the K Song Contest and dig deeper into the fan economy. According to the prediction of the data of the Analysys think tank, by 2018, the scale of the Chinese living room economy market with TV screen as the core will reach RMB 230 billion.
Skyworth's deep-rooted consumer pain points are far more than this, and Skyworth's implementation of the “big content†strategy is also the highlight of the company. As early as 2007, Skyworth was building a cool open TV series. Afterwards, Skyworth began operating the company independently and implemented the “big content†strategy. It successfully won the favor of consumers. Today, the number of users of cool TV has exceeded 23 million. Following the independent operation of the Coocaa brand, Skyworth entered into cooperation with iKiyi, a domestic film and video platform, in September 2016. In May of this year, it again received a strategic investment of RMB 300 million from Tencent Television, the domestic film and television platform giant. At this point, Skyworth has become a rare domestic color TV company with two major video platform resources. Skyworth TV terminals have unlimited video resources. According to Skyworth's 2016/2017 fiscal year report, TV sales of Coocaa brand accounted for 8.3% of Skyworth's color TV market in Mainland China, of which revenue from film, games, advertising, education and other content reached HK$166 million. Clearly, Skyworth's "big content" strategy that caters to consumers has greatly enhanced Skyworth's profitability.
From a series of major actions that Skyworth has taken in response to consumer demand, Skyworth seems to have mastered Sun Wukong’s “eye-catching eyesâ€. When the entire TV market is plunged into weak growth, it can see through the illusion of weak market growth and formulate tight consumption. The plan of the mind, careful layout, research and development of products, so as to activate the TV market.
Occupy OLED field, Skyworth ranks among the top three in the world
“The good planners are far away and the hard workers are successful.†Skyworth’s success lies in its vision and insight into the company's future development trends. Many years ago, when LED TVs became popular, Skyworth's keen sense of Skyworth's determination of immature OLED display technology was a new driving force for the development of the industry, and it focused on investing in OLED technology.
In 2013, Skyworth introduced China's first OLED TV; on August 16, 2015, Skyworth declared the first company to mass-produce 4K OLED TV in Shenzhen Shiyan production base; on September 16, 2015, China OLED display industry alliance. Founded, Skyworth as the unit director of the alliance; August 2016 launch of OLED TV equipped with AR technology S9D; November 2016 Skyworth and BOE released China's first independent research and development of OLED TV, breaking the monopoly of international OLED technology; 2017 In April, Skyworth introduced a wallpaper-thinwallpaper TV... At present, Skyworth has established "China's first OLED brand status," and it occupies an increasingly important position in China and even the world's TV industry.
Looking back at the development of the liquid crystal display industry, the core technology has been mastered by Japanese and Korean companies. The R&D of Chinese companies has lagged behind and missed the opportunity to achieve high-end brands. Skyworth believes that the acquisition of OLED display technology will enable Chinese color TV companies to get rid of the difficulties of Chinese companies in the CRT and LED era technologies, lagging behind that of Japanese and Korean companies, thus allowing China's color TVs to take a place in the global competition landscape.
Facts have proven that Skyworth's choice is correct. In 2017, OLED TV ushered in a year of camp explosion. Sony, Panasonic, and Philips formally joined the battle for global OLED TV market. Skyworth is already at the forefront of OLED. From 2013 to now, the global OLED TV industry brand pattern has been initially formed. China Skyworth OLED TV ranks among the top three in the world.
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