Xiaomi recently publicized that it won the No. 1 sales volume in the domestic TV market in the second quarter, which caused numerous controversies for a while. However, judging from the changes in the domestic TV market, Xiaomi's impact on the domestic TV market has forced traditional TV companies to change. Marketing strategy.
Xiaomi executive Wang Chuan stated that according to data from Aowei Cloud, Xiaomi TV has ranked first in the domestic TV market in the second quarter, but it is reported that people who participated in the Xiaomi TV conference said that Xiaomi did not announce the specific sales of TV. , This ranking has caused a lot of controversy among all parties.
Judging from the data in the first half of this year, Xiaomi TV’s shipments are indeed growing rapidly. The top five domestic TV sales in the first half of this year are Skyworth, Xiaomi, Hisense, TCL, and LeTV, with a market share of 13.7%. 12.8%, 12%, 8.3%, and 7.6%, compared with 2017, Xiaomi did not enter the top six of the domestic TV market and has indeed made rapid progress.
However, from the perspective of the global market, there is still a big gap between the shipments of Xiaomi TVs and other domestic brands in the first half of this year. According to the data provided by Qunzhi Consulting, a well-known market research agency, the global TV market sales ranking in the first half of this year shows that the shipments of TCL, Hisense, Skyworth, and Changhong are all ahead of Xiaomi, and the shipments of TCL are for Xiaomi TV. Nearly four times the volume, TCL’s 2017 results showed that its TV business’s domestic sales ratio reached 57.9%. If this ratio is calculated in the first half of this year, TCL’s TV shipments in the domestic market should far exceed Xiaomi.
Another question is that Xiaomi TV relies on the impulse of low-cost products, and its average TV price is less than 2,000 yuan, mainly relying on the 1,000-yuan TV to hit the market, which inevitably makes people worry about whether it will repeat the mistakes of LeTV TV- -Winning sales at low prices eventually resulted in LeTV TV losing so much that it was unsustainable.
Mi TV has an impact on the domestic TV marketXiaomi TV is well-known for Internet marketing. It provides users with cost-effective TV products through a low-cost marketing model using Internet channels and maintaining low profits, which is consistent with the strategy it pursues in the smartphone industry. In fact, before Xiaomi TV, LeTV TV also adopted a similar strategy, but LeTV TV seized the market by selling at a loss. After LeTV TV was blocked by LeTV's funding problem, Xiaomi TV became the banner of Internet TV.
There is also pressure from the capital market to promote Xiaomi’s strong development of its TV business. Xiaomi has been listed in July this year. Before listing, it emphasized that it is not just a mobile phone company but a comprehensive enterprise group, and the TV business is it. One of its main businesses, in order to gain investors’ approval, it began to strongly promote TV sales this year, and finally achieved its claimed that TV shipments in the second quarter of this year increased by 350% year-on-year.
Under the repeated impact of LeTV TV and Xiaomi TV, traditional TV companies have been forced to change their marketing models and have launched Internet TV brands. Konka has KKTV, Skyworth has Coocaa TV, and TCL has Thunderbird TV. They also emphasize cost-effectiveness. Advantage, intent to snipe Xiaomi, but from the data of the second quarter, Xiaomi obviously won the competition.
Under the demonstration effect of Xiaomi TV, mobile phone companies Huawei, OPPO, and vivo have all reported that they have entered the TV market. At present, it is more certain that Huawei's Internet brand Honor will launch Honor TV, and Honor mobile phone is the benchmark for Xiaomi mobile phones. Internet brands, these companies participating in the TV market competition will put more pressure on traditional TV companies.
Of course, for traditional TV companies, they still have competitive advantages that these new entrants do not have. They still have advantages in quality control and scale. In the face of more fierce competition in the TV market, they may be forced to adopt a more fierce price war. However, the data released in 2017 showed that the net profit margin of the domestic TV industry was only 1.5%. It is obviously difficult to initiate a more violent price war. In any case, the domestic TV market will inevitably undergo drastic changes.
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