Why is Xiaomi in such a hurry to launch Xiaomi TV 2?
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According to the new product release rules of the TV industry, there is usually one release in the first half of the year and one release in the second half of the year. The first half of the year is mainly concentrated around March, with the target being the May Day holiday, and the second half of the year is generally concentrated around September, with the target being the National Day holiday. The influence of the holiday economy has always been important, especially for large appliances such as TVs. Aowei Consulting recently released a May Day color TV market analysis report. According to the report, the overall sales volume of color TVs during the May Day promotion period was 3.83 million units, a year-on-year decrease of 10.2%, and sales revenue was 14.9 billion yuan, a year-on-year decrease of 12.7%. However, the report also shows that traditional channels have declined across the board, with the highest decline reaching 17.3%, while online channels have continued to maintain a significant year-on-year growth, with an increase of 58.1%. Online channels are e-commerce channels. For Internet brands such as Xiaomi, offline channels are a weak point and will rely more on online channels. However, Xiaomi missed the May Day holiday due to its lack of control over the industrial chain, so it does not want to miss the National Day holiday again. According to the previous sales rules of Xiaomi products, it takes a long time after pre-sale to ship or even increase the volume. The TV will be released on May 27, but if it can be shipped on a large scale, it will have to wait until September or October at the earliest. Therefore, the release of Xiaomi TV 2 at this time is to prepare for the National Day. The specifications of the first generation are already outdated, and it is imperative to launch the second generation of TV. Xiaomi was criticized when it launched the first generation of TV. When Xiaomi just launched the TV, Yang Xiaojun, the marketing director of Skyworth China Regional Marketing Headquarters, blasted Xiaomi for using technology that was obsolete two years ago. The reasons include that Xiaomi TV uses V13 generation panel, while Skyworth Coocaa uses V14 generation panel; Xiaomi TV screen refresh rate is 60Hz, Coocaa TV screen refresh rate is 120Hz; Xiaomi TV screen border is 8.4mm, Coocaa screen border is 5.9mm; Xiaomi's Qualcomm 1+1 dual-chip solution is still in the trial stage, and Coocaa MTK single-chip solution is more mature. Skyworth is a relatively high-profile manufacturer in the face of Internet brands such as Xiaomi. Most other manufacturers are relatively low-key and do not have some eye-catching remarks. However, in private communication, they still express doubts about the Xiaomi TV product itself. The doubts of various manufacturers about Xiaomi TV began in September last year. Now that everyone has released new products in 2014, Xiaomi wants to compete with various manufacturers with the first generation of TV, but it is already insufficient. Not long ago, we took stock. After the New Year, LeTV, also an Internet company, first laid out the 70-inch large-screen TV Max 70, and then followed up with the low-priced 4K TV X50 Air; Lenovo, which has made a gorgeous turn from a PC company, has vigorously launched the upgradeable smart TV S9. With the concept of upgradeability and game TV, it has successfully grabbed a place in the second round of smart TV wars; Skyworth, Hisense, Changhong, TCL, Konka, and Haier have also launched new products, whether OLED, video aggregation or modularization, which have greatly improved compared with the previous generation of products. Samsung is a big name among foreign brands. LG has entered the battle circle by relying on WebOS TV industry. Even Sony, which has never been interested in the word "smart", has begun to emphasize a new interpretation of intelligence. Xiaomi is already lagging behind in the new round of smart wars. Even if it cannot make a difference in TV, it is imperative to launch Xiaomi TV 2 now just to avoid falling behind. It is difficult to occupy the living room by taking a detour. It is necessary to confront TV companies head-on. Not long ago, Xiaomi just released two 802.11ac routers, one of which has a built-in 1TB hard drive and a reserved interface for interconnection with smart home products. It is regarded as an important product in the strategic layout of smart home. In fact, the concept of smart home is just a hot topic, and it will take some time before it is truly practical. Therefore, it is a far-fetched statement to say that Xiaomi relies on routers to lay out smart home. In the near future, it is to occupy the living room. But the problem is that if Xiaomi wants to occupy the living room with routers, it must make platform products and allow other home appliances to connect. Although Xiaomi is willing to be a platform, home appliance manufacturers do not want to make wedding clothes for others. For example, Haier, a leading company in the domestic white appliance market, has proposed its own smart home strategy and plans to launch routers and other products. Xiaomi's dilemma is actually the dilemma of all independent smart router products. The first smart router brand Jilu Router also encountered such a problem. The cooperation with Haier had entered the stage of "sitting down to talk", but the talks eventually broke down. In this case, it is extremely difficult for Xiaomi to occupy the living room with peripheral products such as routers. We mentioned in the article not long ago that it is difficult for Xiaomi to realize the dream of the living room by going around the TV. If it wants to occupy the living room, it must confront TV companies head-on. Usually, the sales model of electronic products is to increase the price by a certain percentage based on the cost price. As the product is sold, the price will gradually decline. When the price is equal to the cost, a product cycle ends. Xiaomi's approach is to sell products at a "loss" first. As sales increase, hardware costs will gradually decline. The longer the sales time, the higher the sales volume, and the more money it makes. Xiaomi mobile phones adopt the same approach of first losing money and then making profits, so the price is more attractive. The Xiaomi TV was initially priced at 2,999 yuan, but the total sales of less than 20,000 units made it difficult to replicate the profit model of Xiaomi mobile phones. This forced Xiaomi to stop selling Xiaomi TV and launch the more competitive Xiaomi TV 2 to compete with competing products. Summary The hardware configuration of Xiaomi TV 2 is comparable to that of LeTV X50 Air. It is equipped with a 49-inch 4K screen with a resolution of 3840x2160, a screen border of 6.2mm, and a body thickness of 15.5mm. It is sold in combination with a wireless subwoofer and a Soudnbar speaker. Although the overall hardware configuration has been greatly improved, the price has also risen from 2,999 yuan to 3,999 yuan, breaking Xiaomi's usual practice of keeping the price unchanged for hardware upgrades. If Xiaomi has enough control, it will definitely continue to sell it at 2,999 yuan. It is not difficult to see from the price of 3999 yuan that the TV is beyond Xiaomi's control to some extent. Xiaomi's users are a group that is extremely sensitive to prices. Whether such a group can accept the price increase of 1000 yuan for Xiaomi TV is still an unknown, not to mention that Xiaomi TV's sales target this year is 900,000 units. Xiaomi TV 2 is more of an upgrade in hardware, and there is almost no change in the system + video resources. When Lei Jun talked about the system at the press conference, he only said "everyone is already familiar with the system, so I won't say more." But the embarrassment is that the MIUI TV version system has not been significantly upgraded, and the 4K video resources are also extremely scarce. This is quite different from LeTV, whose 50-inch 4K TV is cheaper than Xiaomi. For TV companies, it has entered the post-hardware profit era. If Xiaomi TV does not find a profit point in software + video as soon as possible, it may encounter greater difficulties. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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