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"Closed warehouse not to sell is also the first": why millet TV has such a bottom gas?

via:驱动之家     time:2019/12/4 9:56:23     readed:100

Since Q1 this year, there has been a rapid report on Xiaomi TV. Even by the end of 2019, the growth momentum of Xiaomi TV has not slowed down at all.

Xiaomi TV's strong performance was not difficult to find in Xiaomi's third quarter results for the quarter ended September 30, November 28.

Xiaomi attributed the rapid growth of IOT business in the financial report to the demand growth of products such as smart TV, home appliances and Xiaomi bracelet. Among them, millet TV is a very important part.

In Q1 2019, Xiaomi ranked fifth in the global TV brands with 2.85 million units shipped, and pushed Sony out of the top five TV manufacturers, ranking fifth in the world in the next two quarters;

In the first half of 2019, Xiaomi TV's sales volume ranked first in China, becoming the only TV brand with a half year's sales volume and sales volume exceeding 4 million;

From Q1 to Q3 in 2019, Xiaomi TV's shipment volume is the first in the domestic market;

Xiaomi TV became the largest intelligent TV brand in India in 2018.


The above data has also been supported by a number of domestic and foreign research institutions. Take the latest Q3 2019 global TV market report released by trendforce as an example. The total shipments of the top five TV manufacturers are 54.97 million, including 2.75 million Xiaomi, ranking fifth with a year-on-year growth of 14.6%.

So, let's see how Xiaomi has achieved the first in China and the fifth in the world in just five years, and firmly consolidated its position in the past three quarters.

As early as 2013, Xiaomi began to lay out the first generation of smart TV with a price of 2999 yuan. At that time, Xiaomi TV followed the cost-effective method adopted in smart phones, and took the extreme and popular route to create a very obvious brand style.

In the years that followed, Xiaomi began to lay out the high-end market without giving up the middle-and low-end smart TV market. Take the Xiaomi TV 4 released in 2017, in which the 49-inch, 55-inch model is the 2GB 8GB, the 65-inch model is upgraded to 3GB ≤ 32GB, and the price range covers a range of 3499 yuan to 9999 yuan. The cooperation of high and low end market in turn provides users with more choice space.

Although the above mentioned

In May 2018, Xiaomi TV began to build in Xiaoai students, and began to have the functions of controlling aiot appliances, displaying intelligent device notifications and far-field voice interaction. To some extent, Xiaomi TV has become a pivotal product of aiot.

Zhang Feng, vice president of Xiaomi group, head of supply chain and CEO of Zimi, also said earlier this year that Xiaomi TV has a strong team and outstanding performance in image quality, sound effect and system.

In March 2019, Li Xiaoshuang, general manager of Xiaomi TV Department, exposed a video of Xiaomi TV's fully automatic production line on Weibo, which showed that the automation machine was assembling Xiaomi TV to give it to the TV.

However, in July this year, Xiaomi's performance on television has caused some controversy. At that time, the media reported that when Xiaomi's television claimed that its shipments and sales were both China's first time, it was not the highlight of China's color-color industry, but it was the dark moment, and it was the biggest sadness of the Chinese color TV set: a large number of old-brand enterprises should be able to deal with Xiaomi's


The article was followed by a great response. New Media Operations Director, Xiaomi

Strong Chinese manufacturing / industrial chain as support;

Xiaomi's brand appeal and channel efficiency can save 10-30% of marketing / channel costs compared with traditional enterprises;

The cost scale effect of millet explosive strategy simplifies the inventory of finished products / materials brought by the supply chain / a large number of models.

At the moment, Xiaomi is accelerating the impact of high-end products. Earlier in 2019, Xiaomi introduced a 65-inch ultra-thin aesthetic mural television, which is thin to 13.9 mm, with a 2-G 32G super-storage, quad-core processor, valued at $6999. Last month, Xiaomi launched the Xiaomi TV 5 series, the ultra-thin body is only 5.9 mm, with 4K wide color gamut screen,12 nanometer process chip, and supports far-field voice technology.

In a media interview after the press conference, Li Xiaoshuang, general manager of Xiaomi TV, said of Xiaomi's sales advantage:

In addition to Xiaomi TV, the Redmi brand, which is independent of Xiaomi Group, launched its first TV in August, with 40 inches and 70 inches, respectively, with a 4K resolution.

The outside world believes that Xiaomi brand must get rid of it if it wants to enter the high-end market.


From left to right are Lin bin, Lei Jun, Li Wanqiang and Lu Weibing

All in all, in recent years, the TV field has gradually become a place for mobile phone manufacturers to compete, a large part of which is due to the saturation of the smart phone market; in addition, with the arrival of the 5g era, IOT / aiot will also become the general trend, and only when entering the large screen field can we have a greater grasp of the entrance of smart home.

Millet TV from the cost-effective starting point, under the accumulation of rich experience and good reputation. Now, many domestic mobile phone manufacturers have begun to march into the field of television,Xiaomi TV is a safe and wise way of transition to the high-end TV market on the basis of a certain number of fans, which helps it stand firmly in the high-end market with fierce competition in advance.

However, as for how Xiaomi TV and redmi play together, at present, the outside world is still in the guessing stage.


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