Ovid Cloud.com released the entire network monitoring data for March 2016 (excluding independent malls), one of which was ranked very special. In March 2016, the entire network ultra-thin (≦20mm) television sales brand rankings on the color cable in March 2016 Millet TV ranked first with 74% market share. In this list, the traditional manufacturer Sony's share is 3%, ranking fourth. LG ranked fifth with 2% market share.
With the development of display technology, especially the gradual penetration of surface LCD and OLED display, ultra-thin television has become an important consideration for consumers to buy TV. Compared with ordinary TVs, ultra-thin TVs are easier to integrate into home life. Ovid Cloud expects S-Slim retail sales of 3.8 million units (≤ 9mm) and (≥ 9mm and ≤ 20mm) ultra-thin retail sales for 2016 (≤ 9mm). Amount of 5.5 million units. Industry professionals think there are two reasons: First, the technology is mature, more and more manufacturers can do; Second, the cost is decreasing, users can gradually afford it.
There are several reasons why Xiaomi TV can get this share:
First, Xiaomi is a latecomer and must win the attention of users with innovative technologies and products.
This year, Xiaomi made the 65-inch ultra-thin curved TV 5.9mm thin, becoming the first Chinese TV brand to produce this curved surface. At the launch of the product, Wang Qiang, co-founder of millet and head of Xiaomi TV, explained that the traditional traditional panel glass is larger than 0.5mm. In order to be able to achieve even thinner, Xiaomi uses the original Samsung 4K curved screen, and the panel glass thickness reaches 0.4 mm; the traditional light guide plate thickness is generally the same, and the use of ordinary side-entry LED, but the millet surface ultra-thin TV to improve it as thin and thick wedge-shaped, bottom side into the LED; curved ultrathin backplane design using 1 /2 Strengthen the area to ensure strength.
Second, the millet TV OEM model, own R & D and design, look for factory processing, no factory burden. Traditional enterprise factory burdens and production pressure are huge, and after the assembly line is designed, it will be difficult to change. For Xiaomi, simply choosing a thin foundry can solve the problem.
Thirdly, because of the second reason, Xiaomi TV's thin line, even the unnoticed 43-inch TV, Xiaomi also achieved 10.9mm. The 48-inch millet TV is 9.9mm, 55 inches 9.9mm, 60 inches 11.63mm, and 70 inches 12.9mm.
Fourth, Xiaomi TV does not do traditional offline channel distribution, saving up to 40% of the cost, and then subsidizing these saved costs to users, setting a very low price. For example, a 65-inch ultra-thin curved surface TV is cheaper than domestically-made color TVs by more than 3,000 yuan, and is nearly 10,000 yuan cheaper than foreign brands. The same is true for the 70-inch TV, which is 3,000 yuan cheaper than good-looking LeTV. In the small and medium size, the millet TV is the average price in the industry, and it is the first brand to put a 60-inch TV in 5,000 yuan. Millet 48-inch TV price is only 1999 yuan, cheaper than the industry average of 1,000 yuan.
Fifth, Xiaomi TV has no offline channel distribution, but Xiaomi has its own independent mall, Xiaomi.com. It should be particularly reminded here that the statistics of Ovid Cloud Network do not include the independent malls of various brands. Xiaomi is the second largest e-commerce company after Jingdong. At the 2016 Rice Noodle Festival just past last week, Xiaomi.com had total sales of 1.87 billion yuan, with a cumulative participation of 46.83 million, and a game participation of 1.02 billion times. Xiaomi TV’s sales in Xiaomi’s network account for the vast majority, but it is not in the statistics of Orvieto’s cloud network. It can be imagined that, if counted, Xiaomi TV's market share may have to increase by a big margin.
According to the retail sales data of China's color TV market in 2015, the retail volume of color cables was approximately 1,301,000 units, a year-on-year increase of 65.3%, and the penetration rate was as high as 27.8%. The proportion of online sales is increasing, and the advantages of Xiaomi will become more and more obvious.
At present, there are two trends in the expansion of channels:
First, traditional enterprises actively strive for online resources.
Second, Internet companies actively expand offline. In both cases, it is because they do not have access to the channels and do not have the autonomy of the channels.
With the development of display technology, especially the gradual penetration of surface LCD and OLED display, ultra-thin television has become an important consideration for consumers to buy TV. Compared with ordinary TVs, ultra-thin TVs are easier to integrate into home life. Ovid Cloud expects S-Slim retail sales of 3.8 million units (≤ 9mm) and (≥ 9mm and ≤ 20mm) ultra-thin retail sales for 2016 (≤ 9mm). Amount of 5.5 million units. Industry professionals think there are two reasons: First, the technology is mature, more and more manufacturers can do; Second, the cost is decreasing, users can gradually afford it.
There are several reasons why Xiaomi TV can get this share:
First, Xiaomi is a latecomer and must win the attention of users with innovative technologies and products.
This year, Xiaomi made the 65-inch ultra-thin curved TV 5.9mm thin, becoming the first Chinese TV brand to produce this curved surface. At the launch of the product, Wang Qiang, co-founder of millet and head of Xiaomi TV, explained that the traditional traditional panel glass is larger than 0.5mm. In order to be able to achieve even thinner, Xiaomi uses the original Samsung 4K curved screen, and the panel glass thickness reaches 0.4 mm; the traditional light guide plate thickness is generally the same, and the use of ordinary side-entry LED, but the millet surface ultra-thin TV to improve it as thin and thick wedge-shaped, bottom side into the LED; curved ultrathin backplane design using 1 /2 Strengthen the area to ensure strength.
Second, the millet TV OEM model, own R & D and design, look for factory processing, no factory burden. Traditional enterprise factory burdens and production pressure are huge, and after the assembly line is designed, it will be difficult to change. For Xiaomi, simply choosing a thin foundry can solve the problem.
Thirdly, because of the second reason, Xiaomi TV's thin line, even the unnoticed 43-inch TV, Xiaomi also achieved 10.9mm. The 48-inch millet TV is 9.9mm, 55 inches 9.9mm, 60 inches 11.63mm, and 70 inches 12.9mm.
Fourth, Xiaomi TV does not do traditional offline channel distribution, saving up to 40% of the cost, and then subsidizing these saved costs to users, setting a very low price. For example, a 65-inch ultra-thin curved surface TV is cheaper than domestically-made color TVs by more than 3,000 yuan, and is nearly 10,000 yuan cheaper than foreign brands. The same is true for the 70-inch TV, which is 3,000 yuan cheaper than good-looking LeTV. In the small and medium size, the millet TV is the average price in the industry, and it is the first brand to put a 60-inch TV in 5,000 yuan. Millet 48-inch TV price is only 1999 yuan, cheaper than the industry average of 1,000 yuan.
Fifth, Xiaomi TV has no offline channel distribution, but Xiaomi has its own independent mall, Xiaomi.com. It should be particularly reminded here that the statistics of Ovid Cloud Network do not include the independent malls of various brands. Xiaomi is the second largest e-commerce company after Jingdong. At the 2016 Rice Noodle Festival just past last week, Xiaomi.com had total sales of 1.87 billion yuan, with a cumulative participation of 46.83 million, and a game participation of 1.02 billion times. Xiaomi TV’s sales in Xiaomi’s network account for the vast majority, but it is not in the statistics of Orvieto’s cloud network. It can be imagined that, if counted, Xiaomi TV's market share may have to increase by a big margin.
According to the retail sales data of China's color TV market in 2015, the retail volume of color cables was approximately 1,301,000 units, a year-on-year increase of 65.3%, and the penetration rate was as high as 27.8%. The proportion of online sales is increasing, and the advantages of Xiaomi will become more and more obvious.
At present, there are two trends in the expansion of channels:
First, traditional enterprises actively strive for online resources.
Second, Internet companies actively expand offline. In both cases, it is because they do not have access to the channels and do not have the autonomy of the channels.
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