There were Hanwang in the past, Shanda and Newman in the back, and e-reader companies recently announced price cuts one after another, causing the price of e-readers to fall into the era of 500 yuan. This move and the high-profile e-reader in 2010 formed a strong contrast, and people could not help worrying about whether the e-reader is approaching its late years.
Status: Butterfly Effect of Price Reduction
"Global e-reader sales will more than double in 2010, reaching 9.3 million units, and 16.21 million units in 2011. This number will rise to 22.78 million in 2012, and China will also account for the global e-reader market in 2010 30% share. "This is Hanwang's prediction for the entire e-reader industry in 2010. These figures make the e-reader industry look beautiful. Today, a year later, the predictions were still close to my ears, but the actual situation of the market made the original dreams disillusioned. According to statistics, the global sales of e-readers in 2010 was 6.6 million units, which only reached 2/3 of Hanwang ’s expectations, while China The sales volume was 1.03 million units, just one-third of the expected.
Price cuts are inevitable. In May this year, Hanwang Technology lowered the prices of its products by 15% to 40% across the board. The cheapest product, the N510, was only available for 599 yuan. On June 28, Shanda announced that its e-reader Bambook was directly reduced from 999 yuan to 499 yuan, and said that Shanda brought the 6-inch electronic ink screen Bambook with Wi-Fi function into the era of 499 yuan. Will continue to launch new products at this price. Within a few days, Newman announced that it would lower the price of the e-reader to 488 yuan.
Either the market competition or the strategy of clearing inventory to promote new products. The price reduction of e-readers is just a prelude. It is not clear what kind of butterfly effect it will bring to the entire industry, but the market performance of e-readers Not satisfactory is already an indisputable fact. Analysys International analysis pointed out that the sales of e-readers in 2010 were lower than expected, and the growth rate of e-readers in 2011 will slow down.
Question: The industry chain is upside down
What made e-readers glance at the market in 2010, and then quickly moved into the late years this year?
The inversion of the industry chain is the root cause of the eclipse of e-readers. When it comes to mature industrial chains and business models, you have to mention Amazon's kindle. Strictly speaking, Amazon is a service provider, its e-reader kindle is the carrier to realize its services, and in foreign markets, the price of kindle has been falling, and it will even be less than $ 100 before Christmas this year. The profit mainly depends on the sales of book content in the online mall. This service-driven market has proved to be a viable way. Since April this year, the number of e-readers sold by Amazon has exceeded that of paper books. Citigroup expects that the sales of Amazon e-readers will reach 310 million this year. station. If calculated at an average price of $ 9.99 per unit, the sale of content will bring Amazon $ 3 billion in revenue.
However, the domestic e-reader industry is taking a completely opposite path from Amazon. Domestic enterprises mainly regard hardware as the driving force of the market, and the content is only an additional service of hardware. The art industry has specialized in it. Hanwang and Newman all started with digital hardware. Even when they launched e-readers, they accelerated the acquisition of literary websites, but they could not make up for their "unprofessional" content management. Although Shanda uses the professional content platform Shanda Literature as the advantage of content replenishment, the online literature that is positioned in the young and low-end market cannot convince users to pay willingly, and too much reliance on online literature resources is not enough to effectively promote Terminal sales. These factors make it very weak in promoting terminal sales. In addition, in terms of marketing strategies, users see more advertisements for terminals, and there are few exclusive and high-quality content promotions.
The diversity of e-reading terminals has given e-readers a head start. The continuous enrichment of reading tools and resources on the tablet computer represented by the iPad not only has most of the functions of the e-reader, but also its color display screen can make the reading form more than text, including magazines, dynamic pictures, etc., making reading more diversification. The popularity of high-resolution, large-screen smartphones has shunted some users of shallow reading for e-readers.
Significance: Fine division of labor in the market
The "beauty" is so late, it's sad. In a year, the ups and downs of the e-reader market, let us reflect on where to go in the e-reading industry? Accurate market positioning is the first step. This includes two aspects. On the one hand, a reasonable price is set for the e-reader. This is fundamentally different from the price reduction of the "comparative" nature of vicious competition. The e-reader is positioned as a professional tool. Some give consumers the ability to buy e-books and tablets at the same time. On the other hand, enterprises in the industry chain should also be aware of their position in the entire industry. For example, companies with content resources such as Amazon, Shanda, Dangdang can be committed to content creation, and technical companies such as Hanwang should play their part. His own specialty is to make reading terminals fine. After all, e-readers still have a lot of technical flaws. Their focus can drive more upstream enterprises to overcome the "intractable diseases" of reading terminals. This more delicate division of labor, Contribute to the harmonious development of the industrial chain.
The content is the core competitiveness, which is an old saying, but it is an everlasting truth. In response to the diversification of terminals, content has become the key to user selection. In the creation of content, different levels of paid content can be launched according to the different acceptance levels of high-end and low-end users, such as different pricing for youth literature, workplace literature, and classic works. At the same time, it is necessary to change the "hard and light" mode of focusing on reading terminals and neglecting content promotion in the past in e-reading promotion, finely polish the content. Imagine if a platform always has exclusive and high-quality content launched Are you afraid of not winning the favor of users? In addition, the diversification of e-reading terminals makes e-readers no longer the only choice, so creating cross-platform content is more strategic.
Now, telecom operators are also carefully creating e-reading services. The twilight of e-readers can bring valuable experience to telecom operators. For e-reading, unless there is a heavyweight player like Apple, the terminal choice It is no longer the focus. The creation of content, the design of the price system, and the division of labor and cooperation in the industrial chain are the fundamentals.
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