On August 28, 2018, Xiaomi's co-founder, Xiaomi TV's head Wang Chuan announced that according to the data of Aowei.com, in the second quarter of 2018, Xiaomi TV shipments topped China's first.
Wang Chuan said that in the second half of the year, Xiaomi TV will continue to consolidate its online advantages while further contributing to subsidize the offline market, and strive to obtain the first shipment of China in the whole year.
In the international market, India's largest e-commerce website flipkart data in July showed that Xiaomi TV accounted for 56.6% of the market share of the platform, and Xiaomi TV's overall TV market share in India has exceeded 10%.
Wang Chuan said that Xiaomi will pay more attention to the expansion of offline channels, and will provide some subsidies to force the offline market, but the specific amount has not been disclosed.
The following is the QA of this interview:
Q: The first overseas market for Xiaomi TV is India? What other countries are you going to expand next?
Wang Chuan: In the next week or two, we will release TV in Indonesia soon.
Q: In the second half of this year, where is the challenge of Xiaomi TV? What is the practice of layout channels?
Wang Chuan: What is the biggest challenge today? It is the channel. If there is a good product, but there is no channel to reach the user, the user does not know the product is good, can not buy the product, or buy a product with poor quality and high price. .
On the channel, we constantly try to establish an efficient operation channel online, can we achieve the same price online and offline, Beijing and township prices. No matter how poor, the price is the same.
Q: What are the changes in the online and offline proportion of Xiaomi TV in the domestic channel?
Wang Chuan: Online still occupies our largest proportion, but the growth rate under the line is far above the online, the proportion of offline is small but the growth rate is fast. It is estimated that there are 40,000 points in towns and villages. If you go to the county, you need about 5,000.
The growth rate of online channels is relatively slow. We hope to make offline channels. Because online channels are better covered by first- and third-tier cities, if you want to cover four-five-six-six-six cities, you should rely on offline. Today still depends on the line.
Q: Many mobile phone manufacturers in the industry have said that they want to do TV. What do you think of this new TV boom?
Wang Chuan: Not only Huawei has to do, I heard that OPPO, Vivo also wants to do TV. I believe that the competition in the mobile phone industry is fiercer than that in the TV industry. The brands that can survive in the mobile phone industry are actually very competitive. They will also do TV. Promote the further development of the television industry.
In fact, overseas competition is not as intense as domestic ones. Everyone should go out to sea and do it together. Because China is already a stock market. I am increasing that you are less, but looking overseas? In fact, we see this year like TCL is growing fast overseas. In fact, all major brands have opportunities overseas, and we all go out together. If we look at it, there is an incremental opportunity for each manufacturer.
Q: Do TV and mobile phones choose different standards for the sea market?
Wang Chuan: There is a commonality between the TV market and the mobile phone market. The difference is also great. The first commonality, we hope to choose a country with a large population.
TV This product needs to be highly customized, not the same as mobile phones. For example, many products, many eco-chain products. First, you have to comply with local regulations. Second, you only need to change the package, the manual can be exported. But TV is not allowed. In addition to complying with local regulations, TV must have local content, many custom-made customizations, and support for local languages. For example, there are 600 languages in India, support for local languages. TV outlets are still relatively high.
Q: Is Xiaomi TV the highest in all millet products?
Wang Chuan: Yes, I think the highest level of the sea is. The hardware is very complicated. The cable TV standards in each country are different. It is not in conformity with the standard TV. For example, Russian DVP2, Europe has European norms, and even each country has different Specification. First of all, the hardware must conform to the specifications. Second, there must be local content support, as well as local language support, and also conform to local customs. Unlike selling a charging treasure, the package instruction manual may be changed. The package manual may not be used. It is the highest product of the sea threshold.
Q: Will India give birth to its own millet company?
Wang Chuan: Any country can give birth to a company like Xiaomi, in theory. But Xiaomi company is very anti-human, to restrain your greed. We give examples, 32-inch TV was reduced to 999 yuan, down 100 yuan, we When the price cut is seriously out of stock, when everyone gets the TV to increase the price, we drop 100 yuan, which is anti-human. The price increase of 100 yuan can also be sold, we drop 100 yuan. Do the problem of millet You must be able to restrain your greed.