[Global Network Technology Report, Reporter Chen Jian]With the gradual blurring of technical barriers in the TV industry, the competition in the industry has become more and more intense, the traditional TV giants have gradually declined, and the industry disruptors represented by Xiaomi have begun to emerge. Just five years after its establishment, Xiaomi TV has been racing on the road to records, especially in 2018, just after a quarter, Xiaomi TV has begun to show up frequently on major lists.
Since entering 2018, the sales of Xiaomi TV have made rapid progress. According to the online monitoring data of Aowei Cloud Network, in the 14th week of 2018 (April 2-8), Xiaomi TV achieved another great result, achieving double first in online sales and sales, and taking over the top 5 online best-selling models. If the data of one week does not explain the problem, then the data of the whole month and the whole quarter will be convincing. According to the monitoring of Aowei Cloud Network, the sales of Xiaomi TV in February 2018 entered the top ten in the world, leaping to the top three in China. Xiaomi surpassed the established giants accumulated over decades such as Konka, Haier, and Changhong in China. In the JD Home Appliances Q1 sales rankings, Xiaomi TV also entered the top three flat-panel TVs; in the single product rankings, it also achieved the second place in the overall list and the first place in flat-panel TVs.
These traditional TV brands have accumulated a lot, and they were once stars like Xiaomi. They have made great contributions to the revitalization of China’s home appliance industry, winning the recognition of users with cost-effective products, but in the Internet age, their footsteps are gradually being overtaken by their pursuers. As a newcomer and disruptor in the industry, Xiaomi has won the recognition of consumers with higher cost performance and better products.
Xiaomi TV subverts people’s cognition with a kind price
The price of Xiaomi products has always been very kind, in order to allow consumers to enjoy the best products at the least price. At the just-concluded Rice Noodle Festival, Xiaomi TV 4A made its debut with a breakdown of the reserve price, taking the top five best-selling models of the week. Among them, Xiaomi TV 4A 50-inch was only sold for 1,999 yuan, and the price of 65-inch was only 3,999 yuan, completely breaking consumers’ awareness of TV prices. It is worth mentioning that Xiaomi TV 4A 32-inch dropped by 100 yuan on the basis of 999 yuan, creating a new era of 100 yuan for smart TVs. Such an inconspicuous small-size TV sold 1 million units in just eight months, becoming the fastest TV single product in history to sell over one million, becoming a veritable national TV.
A large number of single products, a very simple strategy, but Xiaomi TV has used it to the extreme. With the support of kind prices and solid quality, Xiaomi TV has achieved a larger sales scale, which has reduced the marginal cost of TV production, gained a greater cost advantage, and achieved the ultimate cost performance.
Strict quality escorts sales
Quality is the lifeblood, and high-quality and low-cost products can win the hearts of consumers. Xiaomi TV has always had high standards and strict requirements in terms of product design and system, such as the extensive use of metal materials, improved craftsmanship, extremely thin design, etc., and has repeatedly won awards in design, image quality, innovation and other aspects. Strict quality standards ensure that consumers can buy affordable and buy with confidence. Take Xiaomi TV 4A 32 inches as an example, the price has entered the era of 100 yuan, but its overall repair rate is only 0.43%, far below the industry average of 2.5%.
Xiaomi TV is also very popular in overseas markets because of its high quality and low price. After the Xiaomi TV was released in India, it received rave reviews. Indian rice fans said that Xiaomi TV is "The most honest TV", that is, the kindest TV. In fact, not only in India, many people Facebook or tweet that Xiaomi TV is "unbelievably high technically and unbelievably low in price."
Wang Chuan, head of Xiaomi TV, once said that in the past, there were two kinds of companies and two kinds of brands in overseas markets. One was a domestic brand, with poor technology and quality, but sold cheaply; the other was a foreign brand, with high technology and quality, but with high pricing. But after 20 or 30 years of technological development, "Made in China" has been completely inferior in technology and quality, so a third brand has emerged, with good quality, good technology and cheap price. This is the case with Xiaomi TV.
Due to the rise of Chinese manufacturing, domestic TV brands have the voice over the world more and more, and Chinese TV brands have gradually gained the support and recognition of domestic users and even global users, and sales have also shown a trend of decline and decline. According to the monitoring data of Aowei Cloud Network, in the 14th week of 2018, the online sales of domestic brands increased by 45.3% year-on-year, while foreign brands decreased by 7% year-on-year. Xiaomi, as a leader in domestic TV brands, has won praise from domestic and foreign consumers. Indian consumers are crazy about it. They sold out in 10 seconds several times, and a Sri Lankan brother even went home "flying" for Xiaomi TV.
As a new recruit of the TV brand, Xiaomi TV has won the recognition of consumers at home and abroad with higher cost performance and better products, and has promoted Chinese manufacturing to the world. I believe that Xiaomi TV will go further on the road of innovation in the future, bringing more cost-effective products to consumers.