DAIKIN
Vijay Sharma
Director-Sales,
Wybor

End Of The Stone Age In TV Industry

Since 1934, when the first CRT TV manufactured in Germany was showcased in front of the world, technology has been driving the TV industry all throughout. The TV industry shakes up again with the inception of hi-res smart TV, an internet-enabled television, providing rich on-demand content and interacting with the user intelligently. The large number of applications offered by smart TVs and the integration of information communication devices has triggered the growth of the Indian smart TVs market contributing around 30–35 percent sales in the Indian electronics industry. The next battle in this industry will be fought on the battlefield of integrated services AI.

4K TVs are going to be mainstream. With 4K TV broadcasts coming to India and the rise of OTT services, 4K TV is becoming a must-have in households. Since the introduction in 2012, 4K TVs have been taking over retail floor space, leaving little, if any, space for the now fading full HD TVs. Pricing of 4K TVs has gone all time low and now more cost efficient, allowing masses to upgrade to this latest UHD format. Wybor has introduced the LIV 4X and LIVQ range of LED TVs ranging from 50- to 65-inch sizes with six model variants and will be shortly introducing 75-inch 4K smart LED TVs with QD technology.

Falling prices of big-screen TV models is driving LED TV market. The bigger-screen-size market now accounts for more than 40 percent of LED TV sales. Market size for screens below 32-inch has been contracting by 7–10 percent every year, but what is more surprising is that not only the 40-inch, but more premium categories such as 50-inch-and-above are also growing faster. The new entrants in the TV industry like Wybor are driving the growth of the large-screen TVs as the products are available at affordable prices, and with easy finance options. Wybor has introduced a full range of 12 models in 39-, 40-, 43-, 46-, 50-, 55-, and 65-inch sizes and these models have been well-received by the trade. Wybor 39-inch smart LED TV is available to the customer at the same price as 32-inch models being offered by top MNC brands, that too with three-year no-question-asked comprehensive warranty.

Challenges and opportunities. Most of the players in the TV industry follow the traditional brick-and-mortar module. The e-commerce companies’ online sales also contribute significantly. New-age large-format retail chains have also become a very important part of the market. Domination of these LFR chains is quite evident in southern markets and the trend is catching on in the north market too. In mere 3 years of its launch, Wybor has been able to start 295 distributors across 20 states and two UTs with more than 7600 retailers. Introduction of GST has opened many more avenues for expanding the distributor and dealer network. Wybor has finalized tie-ups with trade partners and is planning to open 50 exclusive experience shops, especially for high-end LED TVs across the nation, besides introduction of product categories like fully automatic washing machines and air conditioners, manufactured in Wybor’s state-of-the-art facility in Greater Noida. With the establishment of the third manufacturing unit in Greater Noida, Wybor would be the first company in India to manufacture ACs indigenously. Wybor will also have first-of-its-kind hi-tech laboratory for ACs, established in the new air conditioners manufacturing facility at Greater Noida, UP.

Advertising and promotional strategy. In just 3 years of its introduction, Wybor brand has become quite popular among its customers because of good quality and affordable pricing. In some parts of the country, Wybor gave a very tough fight to well-established brands and garnered lot of market share. Wybor unleashed a very strong advertising campaign for the just concluded Diwali festival in north India, which will go on till December-end in the rest of India. POS branding, dealers signages, hoardings, and other outdoor promotional activities have already captured major spots. Very shortly, our brand-new TV ad film will be aired on all popular channels. All of us at Wybor take this opportunity to thank all our trade partners and associates for extending their full support and cooperation to make Wybor a great brand in such a short period.

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