Without prior warning, the main TV model of the millet suddenly dropped 700 yuan, and the counterparts in the TV industry were caught off guard! In the face of the upcoming Brazilian Olympic Games and “summer stall†television business opportunities, Xiaomi TV launched the largest price reduction campaign ever.
The limited-time special event of “watching the Olympics with Xiaomi and dropping the 4K TV straight down 700†was held from July 25 to August 20, 2016. The millet TV 3 60 inches from the original price of 4999 yuan to 4299 yuan, straight down 700 Yuan; Millet TV 3 55 inches from 3999 yuan original price discount to 3299 yuan, straight down 700 yuan; millet TV 3S 43 inches from 1799 yuan original price discount to 1499 yuan, straight down 300 yuan; millet box 3 from 299 yuan original price Discount to 249 yuan, straight down 50 yuan; millet box mini version original price discount from 199 yuan to 179 yuan, straight down 20 yuan.
The author believes that the reason why Xiaomi TV suddenly dropped 700 yuan suddenly, there are three main reasons: the average price of color TV products fell, is the industry trend; the existing models to lower prices for the upcoming new products to open the road; sales momentum than expected, millet TV sprints sales target of 2 million units in the year.
The average price of color TV market continues to decline, which is the industry trend
Millet TV dropped 700 yuan, which is closely related to the industry trend of falling TV prices in the TV market.
According to the AVC report, in the first half of 2016, the retail volume of the Chinese color TV market reached 23.51 million units, an increase of 6.9% year-on-year; retail sales amounted to 71 billion yuan, a year-on-year decrease of 4.0%. In the first half of 2016, the average retail price of China's color TV market was 3,020 yuan, a year-on-year decrease of 10.2%.
The price of LCD panels in the upstream market has continued to fall. Internet brand prices have fought over one another. The slowdown in the growth of the real estate market has led to sluggish consumer demand. For many reasons, China's color TV market has not seen any sign of bottoming out.
Overall sales rose, but total sales fell. In the second half of this year, the average television sales price continued to show a downward trend. In this environment, as the leading player in the Internet brand, Xiaomi TV will greatly reduce the price of its main model to cope with its peers' price waroffs to consolidate and even strengthen its own competitive advantage.
Millet TV new product soon, or will exceed the 700 yuan discount rate
TV manufacturers in the new product before the release, the existing models for price promotions, open for new products, this is an industry law.
Millet TV has always insisted that "only one product with the same size", the implementation of quality strategy, do not engage in "sea tactics", this benefit can be focused on doing a good job of products, reduce inefficient investment and waste of resources, reduce product costs. Therefore, every time Xiaomi TV launches new products, consumers are full of expectations in terms of product configuration, functions, appearance, and cost performance.
According to a person in charge of Xiaomi TV, Xiaomi TV is about to release heavyweight products with better quality, more fashionable appearance and higher cost performance. The discount rate for new products may exceed 700 yuan.
Millet TV's upcoming new products are still positioned high-end, adhere to the "spirit of fever," the ultimate spirit and "product is king" principle, which also coincides with the Chinese consumer TV industry "consumption upgrade" this trend. The so-called consumption upgrade is the high-end and individualization of consumer demand. Consumers are gradually pursuing high-quality, high-quality products, and they have begun to value personalized enjoyment and self-identification. Especially for online shopping consumers, consumption upgrades make them continue to rationalize, and some internet brands are hard to continue to flock to them simply because of “low pricesâ€.
Millet TV suspense sales target this year, sprint 3 million units
Millet TV sold 1 million TV sets last year, ranking second in Internet brands. In the face of good sales performance, Xiaomi still hopes to be able to raise another floor.
Xiaomi’s headquarters has taken substantial funds to subsidize millet TV since the beginning of this year, and has invested in technology research and development, cost-effective product building, construction of film and television content ecological chain, sales channel construction, marketing promotion, etc., making the growth momentum of Xiaomi’s TV clearly visible. Promote.
In the first half of this year, Xiaomi TV announced that cumulative sales volume of Xiaomi TV + Xiaomi Box has exceeded 15 million units, and the total number of Xiaomi TV users has approached 16 million. In just 4 years, Xiaomi TV has achieved such success, proving that consumers have highly recognized the quality, reliability, and content resources of Xiaomi TV's technology.
Earlier this year, some media broke the news that Xiaomi TV's sales target for this year was 2 million units. However, according to the rapid growth momentum of Xiaomi TV, Xiaomi TV's internal sales target is likely to be 3 million units.
According to AVC forecast data, the retail sales volume of the color TV market will reach 49 million units in 2016, and the millet TV market share will reach 6% based on the annual sales of millet TVs of 3 million units, which will steadily occupy the China TV market. The top ten companies have become the dominant brands in the color TV industry.
Millet TV has become an "alternative manufacturer" with both hardware operation and ecological construction capabilities. The complete ecological model of "television + smart + content" for intelligent terminals and video products is improving, attracting more and more OTT manufacturers. , content vendors and users. It is expected that the sales growth of Xiaomi TV after 700 yuan straight down will obviously increase, and it will erode the market share of competitors faster and rewrite the industry competition.
There are good hardware and display effects, of course, with a rich content resources, the combination of software and hardware can play the greatest value of a TV. In terms of content, it is recommended to install a sofa butler - the sofa butler is a third-party app store designed specifically for smart TVs, Android box users, carefully providing television, box users with high-quality television exclusive version of the application, including with live Or on-demand video and audio and video software, various types of recreational competitive video game software and daily office entertainment management system management tools. Millet common tutorial installation method
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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