According to Avi Cloud's "AVC Color TV - Overall TV Online Retail Market Monitoring Weekly Data Report", the 39th week of 2017 (September 18 to September 24), Xiaomi, Sharp, Hisense, Skyworth, and TCL Ranked the top 5 in terms of sales volume, and in terms of sales, Xiaomi TV also achieved the first good results, and this performance seems to have become a normal.
In 2017, the Internet TV industry ushered in a major reshuffle, and survival of the fittest became the norm among Internet TV brands. Both belong to the first echelon of the Internet TV camp. Some brands have experienced crisis and have obviously lost momentum. On the contrary, Xiaomi TV has grown up against the trend and is heading up.
With the advent of the "Golden September and September 10," a new pattern of Internet TV brand competition has gradually emerged. In the recent large and small promotions, unlike in previous years, Xiaomi TV has become a new protagonist.
For example, Xiaomi TV made all-out promotions in the “919 Artificial Intelligence Festival†held on September 19-23, and the discount rate was significantly higher than other brands. On September 19th, Xiaomi TV Online ranked first in sales. Subsequently, on September 21st, Xiaomi Jingdong Super Brand Day, Xiaomi TV won the first place in terms of volume and amount, and took the first place in 55-inch, 49-inch, 43-inch, and 32-inch segment sales. Become the real leader in the Internet brand television field.
It is difficult to continue to develop at a loss, earn money and drink, and the Internet TV system has undergone tremendous changes.
This year's Internet TV market has changed its previous strong growth momentum and there has been a continued decline in sales. At the same time, the Internet TV market has undergone dramatic changes.
According to the data from China Excel, the overall sales of Internet TV brand brands from January to July 2017 decreased by 6.9% year-on-year. Among them, LeTV Super TV online sales fell 55.5% year-on-year, cool TV online sales decreased 47.1% year-on-year, the decline is clear. On the contrary, sales volume on the Xiaomi television line soared by 91.2% year-on-year, and the gains were rapid. With this shift, the changes in the pattern of Internet TV brand camps have led to a lot of analysis and interpretation in the industry.
Some Internet TV brands have developed aggressively, entering the market at below-cost selling prices and gaining a certain market share. However, this type of business model that rapidly seizes the market by hardware losses is unsustainable, and weakens its anti-risk capability to a certain extent. It also lays hidden dangers for the development of these Internet TV brands.
Looking back at Xiaomi TV, the principle of small profits and more sales, since the first generation of products have been on the market, the great hard work in product quality, adhere to a high cost to obtain a steady increase in market sales. The robust mode of millet TV makes it relatively slow to seize the market, but it is better than it is stable and strong.
Therefore, when the price of the upstream panel began to rise in the second half of 2016, it was difficult for the Internet TV brands that switched to the market at a loss to resist pressure and raised the price of the product, causing it to lose its price advantage. At the same time, because of the loss in exchange for the market, these Internet TV brands do not have obvious advantages in terms of product quality, craftsmanship, and reputation. Therefore, after losing their price advantage, sales have begun to decline. With the continuing price hike of LCD panels, these Internet TV brands bear the brunt of the worst.
Of course, millet TV has also been affected by the price fluctuations in the LCD panel, but the latest price increase, the lowest price increase. At the end of August this year, when the LCD panel began to loosen, Xiaomi TV announced that it would recall the price of the product. At the same time, Xiaomi TV always insists on its high cost-performance ratio, which makes the Xiaomi TV industry's overall sluggish backdrop. With its excellent quality, it has achieved a contrarian growth and has gained the upper hand in the new round of competition for Internet TV brands.
"Price Competition" Turns to "Value Competition" and Comprehensive Product Force Becomes Key to Winning Internet TV Brands
The dividend period brought about by low prices has subsided, and the Internet TV market is escalating. From the “price competition†1.0 era to the “value competition†2.0 era. In products, technologies, content, services, etc. to provide consumers with high-quality protection, enhance the product's comprehensive product strength to become Internet TV brands competing pursuit of the goal.
This year, a number of new Internet TV brands have launched new products, including Xiaomi, Leshi, Cool Open, PPTV, Micro Whale, and Kansang. Among them, the most eye-catching is the millet TV 4 launched by Xiaomi TV. Millet TV 4 uses Samsung and LG original 4K screen and the industry's first split design, 4.9MM ultra-thin body, Dolby Surround sound system and artificial intelligence system to win a lot of praise. At the same time, Xiaomi TV 4 has won a series of awards in process design and innovation.
While the hardware is being upgraded, content and services can't be ignored either. For example, PPTV started from video websites, so naturally it is not weak in terms of content resources; while watching TV is backed by a CIBN license plate; Xiaomi TV has the advantage of having a strong ability to integrate resources and operate new business models. , It unites iqiyi, Tencent, Youku, PPTV and many other video websites. These video websites provide rich content resources for Xiaomi TV in an open ecology. With the cooperation between Xiaomi TV and PPTV Sports, in August this year, the two jointly created the Xiaomi TV Sports Channel.
Among many Internet TV brands, Xiaomi TV has obvious advantages in terms of hardware, technology, content, and services, and its comprehensive product strength is outstanding. In addition, Xiaomi TV always adheres to the “high-end configuration, medium price†ultra-high cost performance, and maintains the low-profit model. Product advantages coupled with high cost performance make Xiaomi TV stand out.
Online sales of Slam, highlights the dominant position of Xiaomi TV line
Under the pressure of price increases in upstream LCD panels, the overall number of Internet TV brand promotions this year has declined. However, in the traditional sales season of “Jin 9 Silver 10†color TV industry, the Internet TV brand still set off 919 sales promotion.
According to the sales data of all days on September 19th, Xiaomi TV has become the No. 1 sales of Jingdong Color TV, and it has achieved the first sales volume and sales of Tmall TV. Not only that, Xiaomi TV also won a number of single product sales. Among them, in JD.com platform, Xiaomi TV 4A 55-inch received full-model sales and sales, while Xiaomi TV 4A 32-inch and 49-inch received the largest segment sales and sales. In the Tmall platform, Xiaomi TV 4A series of 32-inch, 43-inch, 49-inch, 55-inch sales of the first four size segments.
Subsequently, on September 21, Xiaomi Jingdong Super Brand Day, Xiaomi brand sales amounted to 700 million yuan on the same day, becoming the No. 1 seller of Chinese brands. Among them, Xiaomi TV won the first place in terms of sales volume and amount, and took over. The 55-inch, 49-inch, 43-inch, and 32-inch segment sales volume and amount were the first to become the real leaders in the Internet brand TV industry.
After the 919 promotion war, it fell silent and some Internet TV brands did not announce the results of the battle. Therefore, the report of the Xiaomi TV seems quite meaningful.
From Xiaomi's 919 battle report, Xiaomi TV's promotional results are quite good. Xiaomi TV has obvious advantages in the supply chain, channels, and business models. This year, it achieved a concentrated outbreak.
Millet TV does not have a self-built factory. It is free to pick the best quality and most efficient manufacturers for OEM production. For example, Sony, Samsung, and Sharp's foundries can serve Xiaomi TV and can use the best technology to build Xiaomi TV. . Xiaomi Mall and Xiaomi House, built by Xiaomi, are very efficient channels, making Xiaomi TV the first TV brand in the industry to be online and offline at the same price. In addition, Xiaomi Television has made efforts in the field of Internet TV services to create a tipping model for Xiaomi TV, enabling it to achieve profitability even when hardware is not making money, and has formed a healthy closed-loop business.
It is also a concentrated outbreak of these advantages, making Xiaomi TV sales the normal status, and further shows that Xiaomi TV's dominance in the Internet TV industry.
Although the reshuffle of the Internet TV brand industry has not ended, its new competitive landscape has already emerged. Some Internet TV brands have entered the adjustment period, and their market share will be difficult to increase in the short term; while Xiaomi TV has already established its online dominance, and it also shows an increasingly dominant trend.
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