According to Zhong Yikang's data, the retail sales volume of the domestic color TV market in the first quarter was 11.38 million units, a year-on-year decrease of 13.5%; retail sales were 36.6 billion yuan, a year-on-year decrease of 7.3%. TCL, Changhong, and Hisense have successively released their first-quarter financial reports, confirming that the days of TV makers are not too good: Hisense's revenue and profits both fell, with camp revenue falling 5.98% and net profit falling 49.53% year-on-year; Changhong The net profit decreased by 84.75% year-on-year; TCL's LCD TV sales in the Chinese market decreased by 7.7% year-on-year; Skyworth's TV sales in the Chinese market decreased by 25% year-on-year, although not yet reported.
Contrary to the overall decline in the TV market, Xiaomi TV's sales have achieved a converse trend. Millet TV's sales volume in the first quarter increased by 6% year-on-year. In April, it was a 67% year-on-year increase. In Jingdong and Tmall, millet TVs ranked second in TV sales. In the collective downturn of the TV industry, why did Xiaomi TV stand out?
First of all, Xiaomi TV will stick to the bottom of the price/performance ratio. In the first quarter of this year, under the pressure of rising raw materials such as panels, the major TV brands have risen loudly. Many domestic brands have not introduced outstanding new spring products, but prices have approached the sky price. The millet TV in the opposite direction, in March of this year, launched a brand new product series featuring “high cost-effectiveness†– Xiaomi TV 4A, which is highly sought after by mainstream users with a combination of high-end configurations and friendly prices, and Xiaomi TV 4A. The sale of new products in half an hour sold tens of thousands of units, which is a rare phenomenon in the traditional off-season television sales. Subsequently, Xiaomi TV grabbed the rice flour festival, 414, 418 and other promotional opportunities, conducted a significant reduction in price, the 43-inch to 1999 yuan, 49-inch minimum to 2499 yuan, 55-inch minimum to 3099 yuan, 65-inch minimum to 5499 yuan, a thousand dollars cheaper than similar products, in all sizes have laid a comprehensive cost-effective advantages. According to Zhong Yikang's data, Xiaomi has topped the list of popular segments at 43, 49, 55, and 65. In the total sales volume on the Internet, Xiaomi’s TV market share has been as high as 17.3%, and it firmly holds the championship position.
Second, the contents of Xiaomi TV are scathing. Other TVs usually can only see the content of one or two video websites. Xiaomi TV has gathered four video giants. Xiaomi built a powerful content alliance based on the concept of open convergence, and fully integrated the four major video giants such as Iqiyi, Tencent Video, Sohu Video, and PPTV. The millet TV with 30,000 movies, 7,200 TV shows, and 9,000 variety shows has become the largest Internet TV content platform in China both in terms of program quantity and quality, and it is the undisputed content of the TV industry. king".
Third, Xiaomi TV continues to lead artificial intelligence. Millet TV 4A is the world’s first artificial intelligence voice TV released by Xiaomi. Unlike other voice TVs, Xiaomi TV 4A not only implements basic voice recognition, can listen to messages, but also can understand words. On Xiaomi TV 4A, users can experience unimaginable voice manipulation on other TVs. With a single voice button, keyword search, popularity ranking, open application games, weather calendar inquiries, multiple rounds of dialogues, and control of television can be realized. There are 10 types of voice interaction functions such as film and video, star search, movie and video encyclopedia, and intelligent error correction. It is particularly convenient for the elderly and children to use them, and truly uses “zero threshold†for smart TV. In the field of artificial intelligence, Xiaomi TV quickly made its way into the elderly and children, the two huge groups of television users.
Finally, the proliferation of Xiaomi's home stores also helped Xiaomi TV to seize a lot of offline share. Before Xiaomi had been the main online market, but since last year, Xiaomi has gradually attached importance to the offline market, and has opened millet homes in many cities throughout the country. According to media statistics, Xiaomi currently has about 80 Xiaomi homes in the country. Lei Jun said that by the end of this year, millet home will open to at least 200. Millet House is widely spread across the country, allowing more and more people to personally experience the appearance, texture, performance and usage of millet TV through offline stores, and also promote the sales of Xiaomi TV.
It can be seen that the contrarian growth of Xiaomi TV in the first quarter of this year is just a beginning. Millet TV has established an unmatched comprehensive advantage in terms of hardware, content, system, price, etc. In addition, the short board under the offline channel is rapidly being filled up, and the high growth of Xiaomi TV will become a “new normalâ€.
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