On August 28, 2018, the Xiaomi TV strategy conference with the theme "All in · Win-Win" was held in Beijing. Wang Chuan, the co-founder of Xiaomi and head of Xiaomi TV, announced that Xiaomi TV’s shipments in the second quarter of 2018 increased by 350% year-on-year, becoming the first in the country, causing great shock in the smart TV industry.
Smart TV is staged "2 VS 1"
The smart TV field is like the Spring and Autumn Period and the Warring States Period. Although the Warring States had seven heroes and a number of small countries, after years of fighting, only the three states of Qin, Chu, and Qi were left to contend for world hegemony at the end of the Warring States period. The same is true for China's smart TV field. There are so many companies in the smart TV field. After several rounds of fighting, the "2 VS 1" pattern of competition between traditional TV brands and Internet TV brands has basically been formed. According to the "2018-2024 China Smart TV Market Operation Situation and Investment Strategy Consulting Report" released by Zhiyan Consulting Network, the top three shares of China's smart TV in 2017 were Skyworth 13.7%, Xiaomi 12.8%, Hisense 12%, which is exactly the same as Qi Chu vs. Qin in the late Warring States period. Although the current competition between traditional TV brands and Internet TV brands is still "2 VS 1", and Internet TV brands are at a significant disadvantage, there are still Internet TV brands. Xiaomi TV is a strong player, so that the Internet TV brand still has a chance to win.
There are talents from generation to generation, and each has led the way for hundreds of years. The development of Internet TV brands is inseparable from the drive of LeTV. It was LeTV's cross-border deployment in the field of smart TV and achieved great success. Only then did a large number of Internet technology companies flood into the field of smart TV, prompting Internet TV brands to become more traditional TV brands compete on the same stage. However, due to various reasons, the survival of Internet TV brands has become more and more worrying. The leading Internet TV brand LeTV collapsed, opening the cold wave of bankruptcy of Internet smart TV brands.
In 2017, China's Internet smart TV brands were affected by the collapse of LeTV, and many Internet TV brands have experienced crises one after another. LeTV TV almost ceased production, and TV broke out into an entertainment crisis. The situation where the Internet smart TV brand was once dominated by the Internet no longer exists. Only Xiaomi TV has not been affected by the wave of bankruptcies. Data show that in the first quarter of 2018, Xiaomi ranked second in the smart TV industry with a market share of 12.8%. In the second quarter of 2018, Xiaomi became the second quarter of the market. The volume is the first in the country, and the performance is very strong. Although Internet TV brands are still at a disadvantage in the competition with traditional TV brands, Xiaomi TV's "outstanding" has narrowed the competitive disadvantages of Internet TV brands and traditional TV brands.
Two major killers help Xiaomi TV emerge suddenly
As an Internet TV brand, Xiaomi TV has emerged from a large number of Internet TV brands in just 5 years and has become the leading player in China's smart TVs. However, this is all due to Xiaomi's "cost-effective" product strategy and good user experience.
First, high cost performance. The Xiaomi brand has always adhered to the cost-effective route. Xiaomi TV CEO Wang Chuan stated that “high cost-effectiveness is the secret of the success of Xiaomi TVâ€. In the author's opinion, high cost performance is the nine words of "excellent performance, low price, and hard quality", and Xiaomi TV also confirms these nine words.
Excellent performance: Although Xiaomi TV is not the strongest in terms of performance, it is considered excellent. Take Mi TV's entry-level smart TV Mi TV 4A and compare it with traditional TV brands in the price range. As we all know, the most important factors affecting the performance of smart TVs are RAM and processor. Although Xiaomi TV and traditional TV brands at the same price are basically the same in terms of hardware, there are obvious differences in devices such as processors and RAM core devices. The processors of traditional TV brands at the same price are generally 8-core processors and 1Gb of RAM. Although the processors of Xiaomi TVs are 4-core and 1Gb RAM, they benefit from the higher manufacturing process and higher main engine of the processor. Compared with the smart TV products of the same price, the processor performance is more than that of the same price, and the memory particles of RAM are excellent, and the actual capacity is also higher than that of traditional smart TVs. Therefore, the performance of Xiaomi TV in smart TVs of the same price can be Ranked in the forefront.
Low price: The price of Mi TV has always had a big advantage. In addition to selling prices 10% to 15% lower than products at the same price, it is also reflected in the price trend. Affected by the price increase of components such as LCD panels this year, the cost of smart TVs will increase, and the entire smart TV field will usher in a price increase. Liao Quanping, chairman of the Taipei Electrical Association and chairman of Yaguang Electronics, said that the price of smart TVs in the fourth quarter may generally rise due to the increase in the price of TV panels in the third quarter. In the context of rising prices in the entire industry, Xiaomi TV still insists on not increasing prices, and the trade-offs have further highlighted the price advantage of Xiaomi TV.
Hard quality: For any smart TV product, quality is the life of the product. Only good quality can make explosive products. The stability and reliability of the product are particularly critical if the service life is as long as 5 to 7 years. In this regard, because Xiaomi TV uses the first-line brand Xinpu Electronics as its foundry (LG also uses this foundry), it guarantees the high quality of Xiaomi TV from the source of survival. For example, Xiaomi TV 4A 32-inch, the entry-level product of Xiaomi TV, has a repair rate of only 0.64% for 12 months since the beginning of mass production, which is only about half of the industry return rate. It is the "superior performance, low price, and hard quality" of Xiaomi TV that makes Xiaomi TV truly the spokesperson of "cost-effectiveness".
Second, the user experience is good. There are many factors that influence users to purchase products, among which user experience is the most important thing, and the reason why Xiaomi TV can step by step to the number one shipment today is also inseparable from a good user experience, which is recognized by users. . Mi TV has a better user experience than other similar products, mainly because its system ecology is relatively complete and it can serve users conveniently and quickly.
The MIUI system is the first batch of systems that are deeply customized based on the Android system in China. After several years of development, its functionality and completeness are relatively high. The MIUI TV’s built-in PatchWall system that is specially adapted for smart TVs is not only inherited With the rich content resources of the MIUI system, it also has a shorter viewing path, allowing users to find the movies they want to watch more quickly. Greatly improve the user experience.
A soldier who defeats people without fighting is also a division of true tigers and wolves
Xiaomi TV has been established for 5 years and has stood out from the Internet TV brands. By the second quarter of 2018, it has become the champion of China's smart TV shipments, and Xiaomi TV has achieved satisfactory results. However, data from the "In-depth Research and Construction Strategy Analysis Report on the Business Model of China's Smart TV Industry" released by the Foresight Industry Research Institute shows that in 2017, the market share of Internet TV brands such as Xiaomi, LeTV, and WeWhale was 25.9%, only traditional TVs. With one third of the brand's market share, Internet TV brands still have obvious disadvantages in the competition with traditional TV brands. If you want to maintain a competitive advantage and become a true tiger and wolf teacher, you need to solve problems such as homogeneity and poor user artificial intelligence experience.
First, there is a phenomenon of homogeneity in Xiaomi TVs, and attention should be paid to product differentiation to improve product competitiveness. For example, the Xiaomi TV 4A and smart TV products of the same price mentioned above, at first glance, there are almost no other designs except the logo. difference. Today, consumers’ consumption concepts have changed. They no longer regard cost-effectiveness as the basic criterion, but pay more attention to product differentiation. Xiaomi TV should also adjust product competition points in time to improve product competitiveness.
To create product differentiation for Xiaomi TV, it needs to make up for its weaknesses according to its own characteristics, which can get twice the result with half the effort. The advantage of Mi TV is that it has a super cost-effective, but the shortcomings are also very obvious, that is, the low-end products have no design, and they are basically the public face. Mi TV can take advantage of the trend and innovate in appearance design, attracting users with a good industrial design.
Second, the artificial intelligence experience is not good. We should continue to increase investment in artificial intelligence to further improve the user experience. Artificial intelligence can further improve the user experience and is recognized as the next outlet. Smart TVs are currently being put into the arms of artificial intelligence one after another, and Xiaomi TV is one of them. However, the AI ​​experience of Xiaomi TV is not good. For example, the flagship TV Xiaomi TV 4 supports a smart language system, which can perform voice search and voice control of smart home appliances, but the user needs to hold down the language button of the remote control with his hands and face The remote control speaks the control language, the operation process is slightly complicated, and there is a problem that the voice recognition rate is not high, and the performance is relatively tasteless.
Xiaomi TV can increase its investment in artificial intelligence to solve the problem of voice recognition rate, near-field control to far-field, and voice services without relying on third-party devices such as remote controls. It can judge and collect accurate information expressed by users based on sound and color. In order to liberate the user's hands, thereby improving the user experience.
summary
According to data from Zhiyan Consulting Network, the sales of smart TVs nationwide reached 48 million units in 2017, and it is expected that China's smart TV sales will exceed 58 million units in 2018, and the development of China's smart TV field is strong. In the context of the ever-expanding smart TV market, more manufacturers will invest in the battle for smart TVs in the future.
In the field of smart TV in the future, the current "2 VS 1" between Skyworth and Hisense and Xiaomi TV may continue in the short term. But in the long run, with the sudden emergence of Xiaomi TV this year as the champion of domestic smart TV shipments in the second quarter, it will drive the development of the entire Internet TV brand, and even make the Internet TV brand come back. In the next few years, the gap between Internet TV brands and traditional TV brands may gradually narrow. Internet TV brands will gain more smart TV market share. There will be a protracted battle between traditional TV brands and Internet TV. You can know who is the master of the smart TV field.
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