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Millet TV sales have become the norm
In the 39th week of 2017 (September 18 to September 24), according to Avi Cloud's "AVC Color TV - Overall TV Online Retail Market Monitoring Weekly Data Report," Xiaomi, Sharp, Hisense, Skyworth, and TCL ranked among the top five in terms of sales volume. Notably, Xiaomi achieved impressive sales results, a trend that seems to have become standard for the brand.
The Internet TV industry experienced significant changes in 2017, with survival of the fittest becoming a common theme. While some brands struggled and lost momentum, Xiaomi stood out by growing against the market trends and taking the lead.
As the "Golden September" season approached, a new competitive landscape emerged. Unlike previous years, Xiaomi became a central figure in promotional activities. During the "919 Artificial Intelligence Festival" from September 19 to 23, Xiaomi launched aggressive promotions with significantly higher discounts than its competitors. On September 19, Xiaomi TV topped online sales on JD.com. Then, during the Xiaomi JD Super Brand Day on September 21, Xiaomi TV secured the number one spot in both sales volume and revenue across multiple screen sizes, including 55-inch, 49-inch, 43-inch, and 32-inch models.
Despite challenges, Xiaomi has maintained a steady growth trajectory. In contrast, many other Internet TV brands faced declining sales, with LeTV Super TV and Cool TV seeing year-on-year drops of over 50%. Meanwhile, Xiaomi TV's sales surged by 91.2%, highlighting its strong market position.
The shift from price competition to value-based competition is now evident. Brands are focusing more on product quality, technology, content, and services to meet consumer demands. Xiaomi has led this transition with high-quality products at competitive prices, offering excellent cost-performance ratios.
Xiaomi TV’s latest model, the Mi TV 4, features cutting-edge design, including a 4K display, ultra-thin body, and advanced audio systems. It has received numerous design awards and positive feedback. Additionally, Xiaomi has built a robust ecosystem by partnering with major video platforms like iQiyi, Tencent, and Youku, ensuring a rich content library for users.
Online sales during key periods like the 919 promotion showed Xiaomi's dominance. On JD.com, Xiaomi TV 4A models dominated various screen sizes, while on Tmall, Xiaomi TV 4A series claimed top positions across multiple categories. During the Super Brand Day event, Xiaomi TV not only topped sales but also contributed to a total sales figure of 700 million yuan, reinforcing its leadership in the market.
Xiaomi's success can be attributed to its efficient supply chain, strategic partnerships, and innovative business model. The brand has created a closed-loop system where hardware may not always generate profit, but services and ecosystems drive long-term value.
Although the Internet TV market remains dynamic, Xiaomi's consistent performance suggests it is well-positioned to maintain its leadership. As the industry continues to evolve, Xiaomi's focus on innovation and customer value will likely keep it at the forefront of the market.