Millet takes the lead in smart TV price war again

On July 28th, the millet TV 2S that was just released was officially sold. Like other new millet products, the first batch of “twins” was sold out. As a spoiler in the smart TV industry, millet TV has been attracting high market attention since its launch in the past year. Although the cumulative sales volume is not too large, it has created many opportunities for market changes. This time, the listing of Xiaomi TV 2S is no exception. In addition to attracting rivals LeTV to reduce the price of its Super TV across the board, it even led to the launch of Gome's traditional TV manufacturers to launch "color TV low price revolution and then revolution," and the scene is quite lively. .

Xiaomi to be a "windfall terminator"

For the market prospects of Xiaomi TV 2S, Xiaochuan co-founder Wang Chuan recently expressed his confidence in an interview with this reporter. He said that the R&D of Xiaomi TV 2S has focused on the R&D team at the All-Star level, and there are a lot of innovations in core technology. This is where he is the biggest "foundation". In the tasting event held in Guangzhou, Wang Chuan specifically arranged millet TV 2S and Sharp, Samsung and other size products to carry out the positive PK, from the process design, audio and video effects and other aspects of the on-site comparison experience to Demonstrate its technological leadership.

Judging from the effects of the on-site experience, Xiaomi TV 2S has advantages in not only the "fine value" parameters such as the ultra-narrow bezel, 9.9 mm body, and all-metal backplane, but also the subjective experience such as 4K video playback and music playback. Appreciation of the audience media. But the most crucial thing is that the starting price of 2,999 yuan for the Xiaomi TV 2S is much cheaper than these competing products. "Our pricing is at least half cheaper than competing products." To be able to do such a low price, Wang Chuan said that this is mainly because Xiaomi's Internet sales model has successfully cut down the company's gross profit, channel increase and other various "profiteering" links. "To tell the truth, the development of Xiaomi TV's business has not been profitable for more than a year, but from the product's point of view, we have accumulated enough technical capabilities. Now it is time to force." Wang Chuan said this year, Xiaomi TV will speed up the promotion of new products. In the second half of the year, it will also introduce ultra-large-size products. By further enriching the product line, it will accelerate the revolution of the Internet model to the traditional color TV market.

Traditional TV Enterprise Transformation Speeds Up

No matter whether Xiaomi's words "profiteering" in the color TV industry formally existed, Xiaomi's "highest quality, lowest price" new domestic goods movement was indeed causing "killing" to the traditional color TV industry. According to AVC data from the market research agency, high prices are becoming the biggest obstacle to the popularization of new color TV technology. While under the impact of the “cross-border” Internet companies represented by Xiaomi and Lex, the current price bottleneck breakthrough rate is accelerating, which is also good for the development of the smart TV market, or the upgrading of the entire TV market. The "new domestic product" campaign implemented by Xiaomi is also reversing the domestic image. Those brands that survive by high premiums are incapable of dealing with more and more astute consumers.

According to the data provided by the Industry Research Institute of Forward-looking Industry, the sales volume of smart TV in China was about 30 million units in 2014, and it has already occupied 70% of the TV market. In 2015, China's color TV sales will reach more than 45 million units, of which smart TV sales will reach 35.57 million units, accounting for 80% of the total. Smart TVs have become a new engine for the development of the color TV market.

In this kind of stimulus, the willingness of traditional home appliance manufacturers to face Internet companies has also increased significantly. In the first half of this year, many traditional color TV manufacturers including Skyworth, Konka, and TCL have increased the promotion of smart new products, and the online prices of 40-inch, 48-inch, and 55-inch Internet companies have also launched price promotions. Targeting action. The millet TV 2S, the United States also United Sharp, Sony, Samsung, TCL, Changhong, Skyworth, Hisense, Konka, LeTV and many other well-known brands to participate in the war, in which 40-inch music as less than 2,000 yuan, 55-inch Konka bid to 2788 yuan, The 60-inch Sharp even fell below 4,000 yuan, and the effort was really amazing. This move also triggered Lei Jun's microblogging tone: "I heard there are many television prices today", it seems that there are still many good things to see.

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