Television is a low-penetrated category on the eCommerce channel. As Indian consumers still prefer the experience of evaluating different brands, speaking with salespeople, and scouting for discounts – given that Television purchase is a relatively high-value purchase for any household. Another interesting aspect of this category of e-commerce is that the leadership position is taken up by digital-first and affordable brands like – Realme, Mi & OnePlus.
Realme by far has the most significant leading brand and has been able to capture high volumes in this category. Realme has been able to leverage its strong equity in the mobile devices segment and has grown to be a leader in this space, with the brand promise of affordability with great product quality. Not surprisingly, it is one of the most affordable brands with the lowest Average Selling Price (ASP) of approx Rs. 15K; which is lower than most of the brands in the Top 5 list.
The Top 5 brands in this category collectively gather nearly 70% of volume share & the next 5 brands capture another 15% of volume. This indicates that the customer chooses within a limited set of brands. This creating strong positioning and affordability perceptions will lead to better scale in this category.
Also from an execution standpoint, Q4 is a crucial quarter for the Television category as it is a festive quarter with Diwali, Christmas & New Year sales happening in this quarter. Q4 2021 category volume is double the Q1 2022 volume. Such nuances are important to know and baked into the strategy for eCommerce execution. This can be done effectively by using Vumonic’s behavioural data for eCommerce for many different categories.
Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer, business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.