Millet TV's internal and external difficulties: Why not sell?


How successful the Xiaomi mobile phone is, and the opposite is how much the Xiaomi TV has failed.

On May 12, Lei Jun forwarded a micro-blog about TV sales. The Weibo wrote, "According to the ranking data of TV brand data in the last 30 days, Xiaomi TV has surpassed all brands at home and abroad to become the smartest shipments. TV brand."

The map shows that the data comes from Taobao. Xiaomi used 21,852 sales to press LeTV, Hisense and other TV makers. When forwarding the Weibo, Lei Jun said, "Look carefully, this is Taobao data. Xiaomi TV out The volume of goods is much larger than this"

However, an indisputable fact is that Xiaomi TV is far from being so vividly reflected in this data. Xiaomi TV is in a very awkward position both in the market and within Xiaomi.

Millet's data game

Millet's TV data in the end is true, it is worth us to study, because before this, and the mobile phone frequent exposure sales, millet TV related sales exposure only two times last year, double 11, and this year's rice noodles Festival .

At that time, Xiaomi was eloquent in interpreting it to the outside world. Xiaomi TV obtained the first of three things: "The sales of electric products in the individual category were the first, the sales of electric products in the individual category were the first, and the sales of electric products in individual categories were the fastest. ""

However, with this data, we have found that Xiaomi can be said to be “smart” for a small measure because the overall sales of Xiaomi TV are only 143 million yuan, while Hisense’s sales volume is 100,000 units far more than Xiaomi’s. The sales also exceeded Xiaomi by 158 million yuan.

Millet's "smart" is reflected in his concept of "single product". Unlike LeTV, Hisense and other product lines, which cover many dimensions, Xiaomi only has a television with Xiaomi TV2.

Say this time the data, the data shows, Xiaomi TV 2 in this 30 days Taobao sales reached 21,852 units, to win, but it makes sense?

Online TV data from China Yikang Statistics showed that Xiaomi TV sales accounted for 2.3%, 1.7%, 2.8%, and 2.1% respectively in 2015, 15 weeks, 16 weeks, 17 weeks and 18 weeks.

According to data from Hisense's official disclosure, in the past 30 days, Hisense sold 468,399 smart TVs and sold 739,754 TVs.

For Xiaomi, this kind of digital game is actually meaningless. It should be noted that Xiaomi’s business model is not what the so-called single-item category can achieve first, nor is it how Taobao gets a sales championship. If it is possible to sell more TVs and sink channels, this is the most important thing.

As far as the current situation is concerned, it is not these firsts that Xiaomi should pay more attention to, but it should directly face the dilemma of 2014's TV sales of only 300,000 units.


External - surrounded by heavy

The sales volume of 300,000 units, which is the sales volume of millet TVs displayed in many aspects of data for the past year, is a direct comparison of LeTV's 1.5 million units, Hisense's 8 million units, and TCL's 6.5 million units. 40 million units of the overall market.

Obviously, with the rapid success of mobile phones, Xiaomi suffered a cold spell in the television market compared to the first. However, it is not difficult to find the following points when analyzing the reasons.

First: From the disrupter to the follower

The reason why Xiaomi Mobile was successful in the first few years was that it was inseparable from the quality and marketing of Xiaomi. However, the most important reason is that Xiaomi is the market for mobile phones and the first for the Chinese mobile phone market. A player who made "Internet phone".

However, in television, Xiaomi is not. Xiaomi, like many traditional TV makers, acts as a follower. Xiaomi loses its first-mover advantage on mobile phones and loses the most cost-effective concept.

Second: Fan economy, not universal

Millet's mobile phone relied on the model of fan economy to quickly occupy the market. However, analyzing Xiaomi's user groups, we will find that Xiaomi’s users tend to be younger and mainly based on student groups. At the same time, these users have low spending power. Easy to impulsive consumption, and is still the Internet's indigenous people, social media are used frequently.

Thanks to this, Xiaomi’s mobile phone was successful, but the model of the TV market was not the same. The mainstream consumer of TV consumption was a more economical and rational consumer. The biggest buying power came from upgrading or new house decoration. Consumers, for the TV market, the fan economy does not work.

Third: Content

Xiaomi invited Chen Hao from Sina. He claimed that he had $1 billion for TV content, $10 million for shares in Uniland, 1.8 billion in hand for iQiyi, and shares in Huaze, and then went up with Kingsoft to develop video games. And so on, these are millet's strengths based on the content dimension.

But such a method can only be a quick model, because it cannot guarantee the exclusive content, Skyworth and Ali's cool open, iQIYI and TCL's TV, are a cooperative mode.

What's more, the important point is that now it is no longer possible to bypass the broadcast control platform and enter the TV in an integrated manner, so there has been such cooperation between Hisense and Wah Group and the future of television.

Fourth: Channels

If online shopping is already open in first- and second-tier cities, online shopping still needs time to penetrate at least in the third and fourth-tier cities. How large is this market?

According to the data, China has 333 prefecture-level cities, 2,856 county seats, and 40,906 townships and towns. Why this is why Alibaba and JD.com all mention rural strategies.

In these places, major home appliances such as TV, the main purchase scene is still offline.

The annual report from Ovi shows that last year, although the proportion of online purchases is increasing, but only 18% of the market share.

For this part of the market, Xiaomi does not have any advantage. Its channels have not reached this piece completely. In this regard, traditional TV manufacturers have been immersed in it for many years. This layer of moat is not a universal Internet that can be motivated. A long time to build.

The accelerating expansion of the millet home is not the reason?

This is the current predicament faced by Xiaomi in the TV market. This is the biggest reason for the annual sales of 300,000 units. Compared with LeTV, it lost its first-mover advantage and its content is not competitive; compared with Hisense and TCL, the channel On the purchase scene, it is also a disadvantage.

Internal - how disappointing the expectation is

Last year, the double 11 and Xiaomi TV sales were 3,99,000 units, sales were 143 million yuan, this year's rice noodles festival, and millet TV sales were 38,600 units. Behind this result was the achievement of 1.16 million mobile phones in the Double 11 and 1.56 billion yuan. Total sales, as well as sales of 2.11 million mobile phones and 2.08 billion yuan in rice flour festivals.

From this data, we can learn that, to a large extent, Xiaomi TV's only achievement is to rely on Xiaomi's mobile phone as a strong brand to prepare books, which is the sales volume of Xiaomi's mobile phone.

For example, this is like, when I went to the supermarket, I wanted to buy a bag of instant noodles but I saw the drink. I thought that the instant noodles might be too hot and I needed a drink.

Millet TV and millet headsets, mobile power and other mobile phone accessories, in fact, has no difference, and this is a huge difference between the millet TV's internal expectations for the millet.

Once upon a time, Lei Jun’s positioning for television was like this: “The mobile phone is the remote control of the TV, and the TV is the display of the mobile phone.”

In the strategic layout of Xiaomi, TV is the same as mobile phones. Together with mobile phones and routers, it will become the most important entrance for Xiaomi’s all-intelligent intelligent era. It is an important link in Xiaomi’s ecology.

Moreover, Lei Jun also vowed to say, "This business will sooner or later we will do the market first," dig up Chen Hao, heavy money to the content.

Xiaomi’s expectations for television are not very high, but the achievements she has brought are indeed in line with this expectation.

When expectations are repeatedly turned into disappointments, when Lei Jun needs to use a Taobao first result to brush the presence of millet TV, I don't know what the current view of the television sector is within Xiaomi.

On the one hand, the cell phone is the ecological emergency for Xiaomi, destroying the city, and establishing an unbreakable advantage in the local battlefield. However, on the other hand, TV has always been difficult to achieve. It even requires cell phone lines to support TV. The overall situation is slow.

In the face of such circumstances, the people of Sanming again believed that they would lose their reason.

This is like a pair of twins. At the same time that his brother is very good, his brother is unruly. Lei Jun, the parent, may be treated equally. However, as a relative of the millet employees, the vision will inevitably change.

These are the status quo faced by Xiaomi TV, the external encounters, the hope of breaking through, and the internal issues facing positioning.

For Xiaomi TV, we can only say one thing here, I wish the Jun is good.


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