However, in the past two months, the prices of upstream LCD panels have begun to decline, and the TV market has released positive signals, which has led to the recovery of the entire market. In 2018, the price of color TV sets should decrease as the cost declines, and the market is expected to improve. However, millennium and other prescient color TV manufacturers in the fourth quarter of this year to take the lead to strengthen, reduce prices in advance, cornering overtaking.
As early as September of this year, Xiaomi TV started the first round of price adjustment, and the price cut reached a maximum of 1,000 yuan. On October 24th, “Qiandao†millet TV lowered its price again, and lowered the price of 4A32 inches of millet TV to 999 yuan, which greatly exacerbated the color TV industry's price, which strongly promoted the entry of smart TV into the hundred-dollar era for the first time.
Non-intelligent 32-inch selling 1999 yuan is too profitable! 999 yuan 32-inch millet TV "restrained greed"
At present, most color TV brands in the market are making big fuss in terms of cost performance, highlighting their own advantages. But in fact, many color TV brands do not have the advantage of price, or even overpriced.
According to the official price of Jingdong Mall on October 30th, in the 32-inch color TV products distributed by Jingdong, the Philips 32PFF5101/T332 is priced at 1,599 yuan, Hisense LED32EC350A32 inch is priced at 1,399 yuan, and the micro whale 32D2HA32 is priced at 1,299 yuan. . At the same time, Sony KDL-32W600D 32-inch (non-smart TV) is priced at 1999 yuan, Sharp LCD-32DS16A32-inch (non-smart TV) is priced at 1549 yuan, Panasonic TH-32E400C32-inch (non-smart TV) is priced at 1,499 yuan.
As can be seen from the above data, Sony, Philips, Sharp, Panasonic, Hisense, micro whale and other brands 32-inch color TV prices are more than 1,000 yuan, the cost advantage is not outstanding. Even some brands of non-intelligent 32-inch TVs sold for as much as 1999 yuan. However, in the display price of Jingdong Mall, the price of Xiaomi TV 4A32 inches is only 999 yuan. In contrast, millet TV has the highest price/performance ratio.
Millet TV always insists on pricing, keeping the product's cost-effectiveness. Millet TV 4A32 inches since its listing, fast-selling, forming a market situation in short supply. Moreover, with the rapid increase in sales of Xiaomi TV's 4A32 inches, millet TV's purchase of raw materials has gradually increased, and upstream suppliers have reduced their supply costs.
Wang Chuan, co-founder and co-founder of Xiaomi TV, said that after the cost reduction, Xiaomi TV's purpose is to restrain the greed of making money, and to save the money saved to consumers. This is Xiaomi's values.
"Saving every penny for the user" is always the beginning of Xiaomi TV. For this reason, millet TV sets from production to retail, controls all aspects, eliminates waste, and minimizes costs.
For example, the offline channels of the traditional retail model are too inefficient and costly. In particular, the cost of intermediate agents is very high, and this part of the cost will be reflected in the color TV prices and passed on to users. Xiaomi TV abandoned the traditional retail model, improved the retail system through the Internet's technology and methodology, opened up offline channels through online costs, and created a more efficient new retail business model to improve efficiency and user experience.
Millet not only eliminates waste in all aspects of the product, but also adheres to the principle of savings in many subtle areas. Wang Chuan mentioned that Xiaomi’s chairman and CEO Lei Jun is on business trips because Lei Jun sat in economy class, so the company’s employees can only take economic class. This is the company’s highest travel expense standard. Xiaomi hopes to save every penny and return this money to the user.
Xiaomi TV follows "real materials" and hopes that China will create a quality image
With the improvement of the quality of life, consumers have put forward higher requirements for the appearance design, video content, and intelligence of color TV products. How to build a high-quality color TV products has become a breakthrough point for color TV manufacturers.
In the Internet TV brand, Xiaomi TV has always insisted on high-end positioning. Millet TV follows the changing trend of the market consumption and continues to innovate to improve product quality and competitiveness. Wang Chuan said that Xiaomi follows the principle of real materials and hopes that China will create a high-quality image in the world by freeing itself from the image of inferior quality.
In 2013, Xiaomi TV launched the first generation of smart TV products and entered the color TV industry. After five years of continuous innovation, Xiaomi TV has undergone a qualitative leap. Millet TV from the first generation of smart TV to the millet TV 4, its thickness from 20 mm to 4.9 mm; appearance from the plastic shell into a two-color aluminum alloy anodized border; design adds an innovative split, borderless design; In terms of content, Tencent, iQIYI, PPTV and many other content providers were combined. In the software, the first artificial intelligence TV system, the PatchWall puzzle wall, was introduced to achieve accurate content recommendation.
Today, Xiaomi TV has a high reputation and popularity in the market and has become a representative of high quality color TV products. Wang Chuan said that the dream of Xiaomi TV is to be able to make China's television the pinnacle of the world and become the best TV in the world.
In 2017, China's color TV market suffered severe winter sales, which fell for three consecutive quarters. According to the data from Ove Cloud Network, in the third quarter of 2017, the retail volume of the color TV market was 10.41 million units, down 12.9% year-on-year. However, Xiaomi TV has risen against the trend. Wang Chuan said that Xiaomi's TV sales increased by 0.2% year-on-year in the first quarter, 58% year-on-year in the second quarter, and 144% year-on-year in the third quarter, which is expected to increase by 204% year-on-year in the fourth quarter.
It is precisely because Xiaomi TV is real material, eliminates waste, restrains greed, and adheres to kindness, making Xiaomi TV stand out in the case of such a sluggish industry and conversely.
This time, Xiaomi TV took the lead and cut the price of the product at the first time when the cost dropped. The millet TV 4A32 inches will be reduced to 999 yuan, which will benefit consumers. With its keen sense of business, Xiaomi TV seized the opportunity to accelerate its layout and seize market share when it began to release its favorable information. After the TV market in 2018 is getting better, Xiaomi TV will have greater advantages and will have greater growth potential.
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