Whether it is Lei Jun’s “Triathlon†or “Seven Characters†or the “involvement†and “subversion†interpreted by Li Wanqiang, or the “Internet thinking†label posted by others, the real role played by the Xiaomi model is: Has been concentrated in the emerging mobile Internet industry, has not been out of such as smart phones, MIUI, routers, TV boxes, smart hardware and other "trendy" consumer electronics products circle. It has been difficult for the industry, which has always been very popular, to have "subversion", and consumer electronics traditional products that really need to be subverted, such as television, are the products of Xiaomi's rare "inconvenient" sales.
In 2013, with the millet mobile phone has formed a certain brand and reputation, Xiaomi launched the smart TV as the key product of the future of the living room battle, and in the name of "extremely cost-effective" is intended to copy the success of smart phones. How is the result? Secretly, the network is still circulating reliable sources of industry insiders, Xiaomi generation eventually sold less than 100,000 units.
A generation of poor sales is not a big deal. Xiaomi’s mobile phone generation is still unsatisfactory, and behind it is also an exponential growth. In theory, with millet television supply chain rationalization, finalizing the component supply plant, upgrading the level of production and production capacity of the foundry, and complementing the distribution of cities and aftermarket shortcomings, Xiaomi estimates that Xiaomi TV's second-generation sales can reach 2 million units.
Milli TV's distribution city expanded from 7 to more than 200, and reached a high-definition screen supply agreement with LG. Millet TV's second generation from the appearance to the craft, has basically been a good standard. There was really no excuse for this. Some time ago Wang Chuan said in an interview with the media that the overall sales volume of Xiaomi TV was still inconvenient. In stark contrast to this, Wang Chuan emphasized that Xiaomi's box sales are absolutely the first.
Why did the "millet" model fail when it entered the traditional industry? Lei Jun dug out Chen Wei and made use of the content. It seems that he believes that it is difficult to stand out from the smart TV by relying on the price/performance of the hardware itself.
Relying on content as the differentiated competitive weight of smart TVs, the effect can be verified in the future. The results of third-party statistics at the moment are more worth considering: In the sales of smart TVs, traditional manufacturers such as Hisense, Skyworth, TCL, Changhong, etc. Still occupy the bulk of sales. Among them, none of them actually implanted Internet genes. No one has obvious advantages in terms of content. There is no such thing as Xiao Mi doing marketing on the Internet. However, why is it that the “dimensional dimension attack†can be as solid as a rock?
The most extensive audience of Xiaomi's products has always been young people who are pursuing the latest wave of consumer electronics products. They play a role in brand communication from low to high and from the new generation to the older generation. With a correct and clear understanding at the beginning, we have planned a highly targeted marketing approach:
Millet mobile phone new conference, from the CPU to explain the screen process to the body material, the hardware has a little difference in iterations should come up with a big book special books; start doing MIUI in enthusiasts circle to cultivate seed users, the product emphasizes running points , Stimulating the sequelae of students' playing machine in the PC era. This kind of promotion based on "decomposing" products and taking the "fever" route has made remarkable achievements on smartphones. Why is it useless on smart TVs?
Because, smart phones are important play objects and personal belongings for young people, and television is not. Smart phones are non-durable consumer electronics products that are replaced every year. TVs are not. Most of them are middle-aged and old consumers, and there is no new generation who is obsessed with the characteristics of electronic products. They choose to buy a TV to see "steady" and "familiar faces." Therefore, there is no long-term brand accumulation, there is no continuous promotion of the potential of the promotion, there is no single rooted in the industry to do only one product, it is difficult for them at risk to choose a new brand.
Joining online media, and repeatedly creating phenomenal marketing events on the Internet, Xiaomi’s mobile phone focuses on the “highlight†of the younger generation—the “exposure†on the Internet. The result is a successful online brand. It is no use for TV because the old generation's access to information is still stubborn. Television, newspapers, billboards on the street, and even rural walls are the places where TV and middle-aged and senior citizens meet most. Of course, it should be The main battlefield of propaganda.
In addition to advertising, smart TVs and smart phones have more different marketing methods. For example, TV shipment channels are still concentrated online, because the elderly will rarely shop online, and the possibility of migrating shopping habits will be completely blocked from the “basic skills†level.
Millet mobile phone "subversion", "eclectic" marketing is very effective on the surface, in fact, only in a new industry before others find a more appropriate way. The success of Xiaomi’s mobile phone is so impressive that it’s because of its original experience and its indiscriminate application to other products. However, in the face of traditional industries, Xiaomi may still need a bit of awe. The dimensionality reduction attack is currently only useful to young people.
In 2013, with the millet mobile phone has formed a certain brand and reputation, Xiaomi launched the smart TV as the key product of the future of the living room battle, and in the name of "extremely cost-effective" is intended to copy the success of smart phones. How is the result? Secretly, the network is still circulating reliable sources of industry insiders, Xiaomi generation eventually sold less than 100,000 units.
A generation of poor sales is not a big deal. Xiaomi’s mobile phone generation is still unsatisfactory, and behind it is also an exponential growth. In theory, with millet television supply chain rationalization, finalizing the component supply plant, upgrading the level of production and production capacity of the foundry, and complementing the distribution of cities and aftermarket shortcomings, Xiaomi estimates that Xiaomi TV's second-generation sales can reach 2 million units.
Milli TV's distribution city expanded from 7 to more than 200, and reached a high-definition screen supply agreement with LG. Millet TV's second generation from the appearance to the craft, has basically been a good standard. There was really no excuse for this. Some time ago Wang Chuan said in an interview with the media that the overall sales volume of Xiaomi TV was still inconvenient. In stark contrast to this, Wang Chuan emphasized that Xiaomi's box sales are absolutely the first.
Why did the "millet" model fail when it entered the traditional industry? Lei Jun dug out Chen Wei and made use of the content. It seems that he believes that it is difficult to stand out from the smart TV by relying on the price/performance of the hardware itself.
Relying on content as the differentiated competitive weight of smart TVs, the effect can be verified in the future. The results of third-party statistics at the moment are more worth considering: In the sales of smart TVs, traditional manufacturers such as Hisense, Skyworth, TCL, Changhong, etc. Still occupy the bulk of sales. Among them, none of them actually implanted Internet genes. No one has obvious advantages in terms of content. There is no such thing as Xiao Mi doing marketing on the Internet. However, why is it that the “dimensional dimension attack†can be as solid as a rock?
The most extensive audience of Xiaomi's products has always been young people who are pursuing the latest wave of consumer electronics products. They play a role in brand communication from low to high and from the new generation to the older generation. With a correct and clear understanding at the beginning, we have planned a highly targeted marketing approach:
Millet mobile phone new conference, from the CPU to explain the screen process to the body material, the hardware has a little difference in iterations should come up with a big book special books; start doing MIUI in enthusiasts circle to cultivate seed users, the product emphasizes running points , Stimulating the sequelae of students' playing machine in the PC era. This kind of promotion based on "decomposing" products and taking the "fever" route has made remarkable achievements on smartphones. Why is it useless on smart TVs?
Because, smart phones are important play objects and personal belongings for young people, and television is not. Smart phones are non-durable consumer electronics products that are replaced every year. TVs are not. Most of them are middle-aged and old consumers, and there is no new generation who is obsessed with the characteristics of electronic products. They choose to buy a TV to see "steady" and "familiar faces." Therefore, there is no long-term brand accumulation, there is no continuous promotion of the potential of the promotion, there is no single rooted in the industry to do only one product, it is difficult for them at risk to choose a new brand.
Joining online media, and repeatedly creating phenomenal marketing events on the Internet, Xiaomi’s mobile phone focuses on the “highlight†of the younger generation—the “exposure†on the Internet. The result is a successful online brand. It is no use for TV because the old generation's access to information is still stubborn. Television, newspapers, billboards on the street, and even rural walls are the places where TV and middle-aged and senior citizens meet most. Of course, it should be The main battlefield of propaganda.
In addition to advertising, smart TVs and smart phones have more different marketing methods. For example, TV shipment channels are still concentrated online, because the elderly will rarely shop online, and the possibility of migrating shopping habits will be completely blocked from the “basic skills†level.
Millet mobile phone "subversion", "eclectic" marketing is very effective on the surface, in fact, only in a new industry before others find a more appropriate way. The success of Xiaomi’s mobile phone is so impressive that it’s because of its original experience and its indiscriminate application to other products. However, in the face of traditional industries, Xiaomi may still need a bit of awe. The dimensionality reduction attack is currently only useful to young people.
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