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Prior to this, Xiaomi's unified marketing department was responsible for mobile phone and television services. Due to the absolute strong position of the mobile phone business, it is naturally difficult for televisions to receive equal attention. The media that participated in that evening's TV appreciation meeting were mainly home appliances circles, which was obviously different from the atmosphere in which Xiaomi’s mobile phones were based on technology circles. In the communication, Wang Chuan said that he had neglected everyone before and introduced the newly joined Xiaomi television communications director and team to the media.
Just sent a long article on Weibo to respond to LeTV's Dai Qingsong, the vice president of Xiaomi TV. He told Lei Fengwang that the main goal of Xiaomi TV in 2015 is to lay out full-scale and technological innovations, which are basically completed. According to statistics from Leifeng.com, five sizes currently sold by Xiaomi are newly released in 2015 and cover 40 inches, 48 ​​inches, 55 inches, 60 inches and 70 inches. "In the split-type and extremely thin, metal fuselage, etc. We have significantly reduced the cost through our own research and development, and the original process used in the flagship model has achieved high yields, so that ordinary people can also afford flagship products. Dai Qingsong preached. 
Wang Chuan, a pragmatic co-founder of Xiaomi, was considered a product madman both inside and outside the company. He once commented that the first generation of Xiaomi TV was "between passing and failing" and the second-generation TV "was passing this time." Acknowledging the meeting, the first thing that Wang Chuan spoke about was the news that Xiaomi had received from suppliers. Samsung and Sony began to dismantle Xiaomi TV. Wang Chuan said: “In the past, Samsung would only dismantle the televisions of Sony and LG, and now Xiaomi has become its key research object.†Recognized by peers, for this product madman, satisfaction even rose more than sales. .
In mid-2015, after the release of Xiaomi TV 2S, Wang Chuan led the reporter to participate in a blind test of TV picture quality comparison with mainstream friends at home and abroad, and visited Millet's million-dollar acoustic laboratory. At the time of the announcement, Xiaomi announced that it had dug out from the backlight module Dayi Ruiyi Optoelectronics and began researching and developing its own backlight module from 2S. At the end of the year, a split TV with a host and audio system was introduced. Dai Qingsong said, "The sound effect is the original intention of the millet TV 3 division. Taking into account the ultra-thin and sound effects, we can not tell the truth, the world can not do it. So far, the split is the only solution. â€
Xiaomi did not announce TV sales for the full year of 2015. However, in an interview with the media in July 2015, Wang Chuan said that sales in the first half of the year had exceeded sales for the entire year. Another census data is that according to the 2015 double 11 campaign reported by Xiaomi’s official, TV sales were 66,000 units, which doubled compared to the previous year. In 2014, when Xiaomi only had a TV, it won the double-digit 11-smart TV sales championship in this size segment. One year later, a company that could compete with Xiaomi in sales of single items added another micro whale. 
To some extent, there are similarities between the game of TV content, micro-whale and millet. They do not directly own the content, but invest in video sites and film companies. Chen Hao, who is responsible for the content of Xiaomi, also thinks that the practice of the content of micro-whales should not be underestimated. “Our problem now is that the content entrance is too small. On TV, it is a small piece. The way content is presented is to be improved,†Chen said. “The business model of Xiaomi’s video content is aggregating. Another big thing in 2016 is Launch an annual fee membership and integrate VIP members from several major video platforms into one.â€
At present, Xiaomi has amassed the contents of license platforms icntv (Future TV), GITV, Mango TV, and Hua Digital TV, but each needs a separate VIP account to view all paid content. This is where millet TV is criticized by users. Chen Hao disclosed that negotiations with several platforms involved complex copyright and split issues, but Xiaomi basically got it. The annual fees for the super members would not be too high, “two hundred or three hundred yuanâ€. If this is true, Xiaomi TV will be more attractive in terms of content. In 2016, Xiaomi’s action on content is also very much worth looking forward to. Chen Yun seems to be quiet and innocent, but in fact he is struggling.
Looking back, it is not a bad thing for Xiaomi TV, unlike mobile phones. They have the time to grow up as challengers.
“In 2013, our millet TV generation married the launch of Xiaomi Mobile 3, and in 2014, the second generation was launched together with Xiaomi Tablet. Everybody's attention was taken away by the mobile phone and tablet.†Wang Chuan, head of TV business At the recent year-end media appreciation meeting, Xiaomi Television announced that it will launch an independent market department and increase investment in product promotion in 2016.
June 30, 2024