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Just like the launch of Xiaomi Box, Xiaomi TV and iQiyi “TV +†may activate the market in a sense. In fact, Xiaomi ’s push of smart TV is only one step. As a company that connects to the Internet and hardware, Xiaomi may be involved in various products that can touch consumers and make money through accessories in the future.
Xiaomi officially released TV products, and with the moves of iQiyi, LeTV and Youku, a home internet war is about to start. Traditional home appliance manufacturers will also deeply feel the impact of the Internet. Mi is changing Xiaomi mobile phones and Xiaomi TV. It becomes a platform of Xiaomi, and becomes a mobile terminal entrance, with built-in Xiaomi software, such as MIUI application store, game center, paid theme and other application distribution channels.
At the National Convention Center yesterday, Xiaomi TV and Xiaomi mobile phone 3 became the focus of the Xiaomi conference, known as "Yi Tian Tu Long". Xiaomi's internal high-level officials pointed out that Xiaomi TV is the product of Xiaomi second only to Xiaomi's mobile phone, and is another screen that Xiaomi has seized. The sale of Xiaomi TV at 2,999 yuan is just a continuation of Xiaomi's principle of high cost performance in the field of smartphones.
The current smart TV market is very lively. Previously, iQiyi has teamed up with TCL to launch the 48-inch smart TV "TV +", and Skyworth will also launch smart TVs in early September. It is rumored that Youku and home appliance manufacturers are also developing smart TVs. A home Internet war is about to start. Traditional home appliance manufacturers I will also deeply feel the impact of the Internet.
Of course, Xiaomi ’s push for smart TVs seems to be expanding rapidly, but it is cautious in terms of products. It adopts a step-by-step strategy: to seize mid-to-high-end smartphone users through Xiaomi mobile phones and redmi to defend low-end users. Smart TV circles account for new users. It seems that Xiaomi is not in a hurry to launch new products. The long-rumored Xiaomi notebook and Xiaomi Pad did not appear at the press conference yesterday.
Xiaomi is more eager to build a more complete software ecosystem. Xiaomi successfully introduced Hugo-Barra, Google's vice president of Android products, which is of great significance to Xiaomi's MIUI ecological construction and Xiaomi's overseasization. At this press conference, Lei Jun still highlights MIUI, and also specially invited many mobile game manufacturers to participate, especially mentioning the improvement of Xiaomi cloud service and opponent game support.
Using Internet to Make TV Business Based on MIUI Extension
Xiaomi is not a first-timer in the smart TV market, and it must have peerless martial arts to successfully enter a strange market. High cost performance has always been Xiaomi's killer, and this time is no exception. The price offered by Xiaomi TV is 2,999 yuan, which is the same as the price of the low-end version of Qiyi TV, but it is lower than the smart TVs of LeTV, Lenovo and Konka, which has an impact in the smart TV market.
MIUI's system experience is another killer of Xiaomi. Xiaomi Box has been in operation for more than half a year, and it is well integrated with MIUI, laying the foundation for the integration of Xiaomi TV and MIUI. The Xiaomi box and Xiaomi TV are the same team, both of which are responsible for Xiaochuan co-founder and vice president Wang Chuan. Wang Chuan told Tencent Technology that Xiaomi TV has started research and development as early as 1 year ago.
Xiaomi's introduction of smart TV is also following the trend. According to Li Wanqiang, co-founder and vice president of Xiaomi, among the consumer electronics products, smartphones are the most difficult to access, and their R & D, sales, and storage are the most complicated. However, with the expansion of Xiaomi ’s mobile phone sales, Xiaomi ’s after-sales outlets and customer service personnel have basically been In place, it is relatively easy to cut into the field of smart TV.
Li pointed out that Xiaomi is also very cautious in the process of expanding its business line. Xiaomi mobile phones are still the core, and smart TVs are an important supplement. Both Xiaomi mobile phones and smart TVs are done using the Internet.
The reason why Xiaomi can successfully launch a smart TV is because Redmi temporarily stabilizes the rear of Xiaomi ’s mobile phone. Since entering September, Samsung, Meizu, Xiaomi, and Apple have released new mobile phone products and set off a new round of mobile phone wars. After the launch of Xiaomi 3, there is no doubt that it will be fiercely faced with the mid-to-high-end smartphone market. It is difficult to further increase its share.
The price of 799 yuan for the Redmi phone and the Xiaomi phone cost more than a thousand yuan, which not only makes people feel shocked, highlights the high cost performance of Internet mobile phone brands compared to traditional mobile phone brands, but also prevents counter-attacks from counterattacks and expands the Xiaomi company. Mobile phone sales directly increased Xiaomi's sales target from 15 million units to 20 million units this year, and also increased the number of Xiaomi software users to a new level.
Apple originally expanded from PC to iPhone and Pad. Apple has always penetrated the ecosystem of iOS. Apple also receives a lot of revenue from the iOS field every year. Now with the importance of cloud services, iCloud is becoming more and more important in the Apple system. In fact, Xiaomi is now very similar to Apple in terms of business layout. Each new product launch is slow, but it has strong internal logic.
As Lei Jun revealed in his speech, the TV function is only a module of the MIUI system, and there are videos, applications, games, etc. in the Xiaomi TV, all based on the content of the MIUI TV version. The TV screen is just a display screen for Xiaomi's premium content.
This can also explain why Xiaomi chose Hugo-Barra, the former Google vice president of Android products, to join instead of choosing a person from a hardware manufacturer. Once Xiaomi's software system is further improved and perfected in the future, it will be easy for Xiaomi to expand in categories such as Pad, notebooks, game consoles, etc., and it will be easier to enhance the imagination of its overseas layout.
The continuous expansion of hardware has also made Lei Jun's ideal of not making money on hardware but making money on software a reality. Xiaomi is turning Xiaomi mobile phones and Xiaomi TVs into Xiaomi platforms and mobile portals, with built-in Xiaomi software such as MIUI application store, game center, paid theme and other application distribution channels, which will make Xiaomi full of software in the future. imagination.
Home Internet Warfare Starts Changhong, Skyworth Says Not Afraid
Xiaomi TV can meet the needs of home users for interactive live TV programs, online videos, and games. In the Xiaomi TV application market, various games and applications are integrated, and users can install and delete them themselves.
In addition, Xiaomi did not choose to integrate the digital TV function into the smart TV, but chose to use an external USB interface DVB-C set-top box to make Xiaomi TV into an Android smart TV digital all-in-one machine. This approach reduces the difficulty of consumer operation.
Xiaomi TV has made Xiaomi another company that has recently entered the field of smart TV. IQiyi and TCL just released the 48-inch smart TV "TV +". The classic TV + is also priced at 2,999 yuan, which is no different from the price of Xiaomi TV. Obviously, more players will join in the future.
So, is Lei Jun's assumption that "mobile phones are the center of people's future lives"? TV opportunities will not be attached to mobile phones? In the future, will Xiaomi TV and iQiyi "TV +" cause disaster to traditional household appliance companies?
A home appliance personage said that the impact of traditional home appliance companies was exaggerated. First, the core of TV is content. TV is no longer a must-have product for young people, and its tolerable error tolerance rate is less than that of mobile phones. Once it is uncomfortable to use or after-sales errors, it will soon be broken into the cold palace; second, TV must have Mobile phones, PCs, and Pads have different and compulsory exclusive content in order to attract lost users, and the intercommunication between mobile phones and TV is not enough.
Traditional home appliance companies are also looking for a way out. Liu Haizhong, director of the Sichuan Changhong Corporate Planning Department, believes that Xiaomi TV and iQiyi TV + have not been able to attract enough users to return, the essence does not change, and the price is not significant even if it is low. Relatively speaking, in the Internet era, traditional color TV companies can still achieve unique competitiveness with the advantages of huge intelligent terminal entrances, user advantages, and industry chain advantages.
Liu Haizhong told Tencent Technology that Changhong is developing a home internet system to realize the "interconnection, interconnection, and mutual control" of smart terminals such as color TVs, refrigerators, air conditioners, and mobile phones. The "terminal + data service" model forms new business applications, and the home Internet system is the key to real competition.
Skyworth Group spokesman Li Congxiang also emphasized in an interview with Tencent Technology that the launch of Xiaomi TV and iQiyi “TV +†has little effect on traditional home appliances. The reason is that Internet companies are expected to do smart TVs. In preparation, the traditional home appliance companies have been losing money because of the layout, and now finally wait for the day of the smart TV war.
"The Internet is shifting from PCs to mobile phones, and then from mobile phones to home Internet. It has also sparked a new round of war. There will definitely be home appliance companies that will be eliminated because of the tide, and some companies will really adapt." Li Congxiang said. The current lively scene has not been seen in the field of home appliances for many years. Skyworth will launch new products in mid-September, which is definitely exciting.
As a disruptor, Iqiyi CEO Gong Yu is not willing to respond to Xiaomi's push of smart TV. Iqiyi officially stated that the entry of a new generation of TV terminal companies into the Internet TV market will help promote market prosperity and expand market scale. .
Iqiyi pointed out that Xiaomi TV specializes in the field of hardware and sells its own branded hardware. It is not a competitive relationship with the "iQIYI inside" model that insists on open cooperation and the directors of various agencies. The iQiyi Internet TV business model is built on the basis of "iQIYI inside" to provide users with an Internet TV experience and access to more content playback outlets. There is an essential difference between the two, not a competitive relationship.
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