Brand: fade out and fake
According to electrician journalists, some brands have withdrawn or reduced market output, as the mini sound market has not improved significantly. Foreign brands are particularly prominent, especially the jvc, which used to be in the mini-sound market, and whose products are very difficult to see in many electric stores in beijing. Journalists learned from jvc that, at this stage, there are only a few mini sound products available on the market and that their promotion is minimal, with a focus on video cameras. In addition, mini-acoustic products that were once active in the market, such as pine, sony and san ocean enterprises, are now rare。
In addition, electrical journalists learned that they had been involved in the new department of domestic producers of mini sound a few years earlier and had withdrawn from the market. The relevant director of the company stated that the main reason was excessive costs。
In terms of the share of mini sound sales monitored by china's brand from january to october 2007, the top three brands account for almost half of the market share, while the other brands share relatively evenly. The brands, in turn, are grotesque, philips, mountain water, olek, walida, jvc, anhashi, zhang, large, “nec” and the loose, sony, pioneer, step high, new zealand。
At the same time, only the top 10 brands, the banda and the “nec”, show a 100 per cent growth trend in both retail and retail volumes, with a slight increase in andbashi and a downward trend in other brands as compared to 2006. Of these, the downward trend was most pronounced in the same-to-peer ratios of olek and tsang, which fell almost half the same as retail。
Just as some brands had withdrawn from the mini-sound industry due to market contractions, electrical journalists had learned that there was a serious problem of counterfeit products in the market. The results of a mini-synthesis test conducted by the guangdong department of business and industry administration on the sale of mini-acoustics in the area of circulation in the province in the third quarter of 2006 showed that the quality of the sony and “nec” brands was inadequate. The fake event was triggered。
Nec then issued a statement on the non-conformity of the “nec mini sound” sample in guangdong - the non-conformity of the nec labeled mini sound (model: ndv-608) produced by yatton electronics ltd., guangzhou, which asserted that nec group had not produced and sold the mini sound product in china。
At the same time, journalists have learned from those concerned that it is now almost certain that all the nec mini sound seen on the chinese market is fake. Especially in cities in the south of china, there are fake sony and other brands of mini sound。
In addition, electrical journalists have seen several “nec” mini sound products at the suning electric beijing tribune. When a journalist called the sunning appliance on the grounds that “a `nec' mini sound had to be repaired”, suning appliance agents told the journalist that the product belonged to the manufacturer and gave a maintenance telephone. Journalists also received contact information for the distributor of the product from the maintenance service. When journalists asked the distributor where the “nec” mini sound could be bought in beijing, the dealer stated that it was sold in beijing in suning, guo mei and dae-jung。
A number of industry sources have indicated to journalists that the presence of counterfeit products in formal channels such as electricity chains will have a significant negative impact on the industry and that the market outlook is worrying。
Future: still market potential
Although the market has not changed much, most business people, including mountain water, philips and anhashi, have indicated to journalists that, as the area of chinese residence has grown larger, some consumers with “free money” will increasingly favour simple, practical, fashionable mini-sounds and the market for mini-sounds。
In addition, a marketing manager of the mountain acoustics believes that currently the mini acoustics have covered the dvds. In first-tier cities, consumer drive upgrades generate significant sales and demand in the second, third and fourth markets will increase as living standards rise。
Industry analyses suggest that, as the 2008 beijing olympic games approach, the sale of mini-sounds will explode, and manufacturers will begin to focus on the 2008 mini-sound market. Just on 11 december 2007, sony announced that three mini sound products would be listed in the country. Journalists understand that jvc will also introduce new mini sound products in the country by mid-2008, and that the japanese teac brand, which is presented in fashion, will promote its products in may 2008。
In addition, there have been some changes in product technology in mini sound. According to data from january to october 2007, the volume of dvd-type mini-acoustic retail sales amounted to 127. 7 million, an increase of 17. 7 per cent over the same period; the volume of retail sales amounted to $150 million, a rise of 20. 6 per cent over the same period. And cds, as well as vcds and mini-sounds with cards, show a sharp downward trend, especially when the retail volume of cds and mini-sounds with cards drops by more than 50 per cent each year and are almost eliminated by the market。
In addition, some of the new mini sounds currently have not only traditional play functions but also the ability to connect to computers, mobile phones and even networks。
According to zhang yafeng, mountain water introduced a multi-purpose mini sound of mc-1204dh, the product's greatest feature being that a hard drive with 40g can drop a large volume of audio files. Through its usb interface, the video files in the computer are shared with this mini sound, thus enabling the sharing of web download documents。
It was learned that sony had also launched a new cmt-dh5bt mini sound, which had built-in bluetooth functionality, and that cmt-dh5bt could be seamlessly connected to other fashion-based recording devices with bluetooth functionality and easily shared wireless music. Sony also launched two other mini sound combinations with usb connections, including the dvd mini sound mix cmt-dh3 and the cd mini sound mix cmt-bx3。
