Some Internet TV brands have become deeper and deeper on the route of “low quality and low priceâ€. Xiaomi TV, which adheres to the fine-quality strategy, has found another way to seek high-end TV market in the emerging ultra-thin surface.
In the case that other Internet TV brands “Engineering Commemorative Edition†65-inch ultra-thin curved surface TVs have been postponed for sale, Xiaomi TV became the first brand in China's color TV industry to produce and sell 65-inch ultra-thin curved TVs. On March 23, 2016, Xiaomi TV's strategy conference was held in Beijing. Xiaomi released a 3S 65-inch curved TV with a price of 8,999 yuan and a slim millet TV. The new product will be officially launched on March 31st.
In the color TV market, the thickness of the thinnest part of the ordinary 65-inch curved TV body is at least 15 mm, while the thinnest part of the millet TV 3S 65-inch curved surface is only 5.9 mm. Based on this alone, Xiaomi TV has thrown a few streets in the curved TV field.
"Ultimately thin" highlights millet TV technology R&D and industrial design capabilities
Compared with flat-screen TVs, the novelty and stylish appearance of curved TVs is basically the same as the curvature of human eyeballs, bringing users a strong sense of depth and true presence. Over the past year, it has become a hot spot in the color TV industry. Samsung and Hisense TV, TCL, Changhong and other color TV companies have entered the curved TV market before.
According to the data report from China Yikang, from the second half of 2015, the prices of curved LCD TVs have gradually declined, and the market penetration rate has been improved. In December 2015, the penetration rate of surface LCD TVs reached 3.3%. In 2015, the sales volume of curved LCD TVs reached 840,000 units. It is expected that the sales volume in 2016 will reach 2.4 million units.
However, the curved TV camp is not infinite scenery. The "thickness" problem of the vast majority of curved TVs on the market has always been criticized. In the process of bending, the LCD screen brings difficult challenges to the process design, making the curved TV body a lot thicker than the flat TV. This disadvantage makes some consumers discourage.
Millet TV 3S, released on March 23th by Xiaomi, completely changed people's impression of “very heavy-screen curved TVâ€. Millet TV 3S is the thinnest curved TV on the color TV market, using the original Samsung 65-inch, 4K resolution surface ultra-thin panel, the body's thinnest at only 5.9 mm, than the Apple iPhone 6s mobile phone 7.1 mm body thickness also Be thin. The "extremely thin" of the millet TV 3S reflects Xiaomi's superior industrial design ability that surpasses the peer company, which makes the curved TV more fashionable and aesthetically pleasing, highlighting the craftsman spirit.
The relevant person in charge of the millet television introduced that the product strategy of Xiaomi TV is to make only one model for each size, only to compete in the high-end flagship TV of the foreign brands, so that the millet TV 3S can achieve this at the same time when the screen reaches 65 inches. Thin, because millet TV and the upstream panel makers and cooperative foundries worked together to work hard together. Through meticulous industrial design, they took the lead in making major breakthroughs in the technology of “ultra-thin surfaceâ€, using Curved Slim panels and special guides. Light board and optimized design.
For example, the thickness of the glass of the conventional panel is not less than 0.5 mm, while the curved ultra-thin panel glass of the millet TV 3S 65-inch curved TV is only 0.4 mm thick. The conventional light guide plate has a uniform thickness on the board and is a common side-in LED layout, and the curved ultra-thin light guide plate used in the millet TV 3S is a bottom side-in LED layout with a “thin down thick wedgeâ€. In order to prevent the deformation of the planar backplane, the traditional module backplane design generally adopts the design method of integral stiffeners, and the overall layout method cannot be applied to the curved surface design. The Curved Slim backplane design adopted by the Xiaomi TV 3S ensures stable strength and structure. On the basis of sex, in order to reduce the area of ​​one half of the ribs for the ultra-thin design, in order to ensure the curvature of the backboard, a simple design suitable for the curvature is adopted. The back module of the traditional split module exists separately from the back shell of the whole module. The back module of the module is used to fix various kinds of movement boards, and the exterior needs to cover the back cover of the whole machine; and the millet TV 3S adopts a one-piece module. Back cover design, for ultra-thin design, the module and the backplane are combined into one, and the backboard is treated with a black wire drawing effect.
In addition to a number of technical breakthroughs in the field of "ultra-thin surface", Xiaomi TV 3S also has outstanding performance in host, audio, intelligent systems, film and television drama content, and large-screen games. For example, as early as 2015, Xiaomi TV 3S had 18051 movies and TV programs, which was twice as high as the average of friends. Millet TV content is not only great but also of good quality. In terms of content, there are more than 8,000 Xiaomi TV movies and more than 2,500 Hollywood movies, covering the top 10 box office movies in China in 2015. In 2015, there were 81 movie theaters in the Chinese cinema, and Xiaomi TV has been online. 74. Millet TV will continue to force new films in 2016, and the mermaids, the three major bones, the Kung Fu Panda 3, and the X-Men: Apocalypse will continue to log into Xiaomi TV. For the protagonists of the phenomenal stage sun of the popular network, iQiyi and Xiaomi TV exclusively broadcast.
The curved TV camps are all at the "zero" starting point, and the latecomers have a great chance to break through.
At present, domestic curved TV manufacturers mainly use Samsung LCD panels (LCD screens), and everyone is a “zero†starting point. Therefore, millet TV as a follower of the curved TV market still has a great opportunity to break through.
The "new domestic product" is a victory system for Xiaomi TV. Not long ago, at the “2016 China Household Appliances Development Summit Forum†held during the China Home Appliances and Consumer Electronics Expo 2016, Wang Chuan, the co-founder of Xiaomi and the head of Xiaomi TV, made a keynote speech and said that “made in China†is foreign. The understanding is that quality is cheap, and Xiaomi proposed a concept last year. The new domestic product is the new “made in Chinaâ€. Xiaomi hopes to become a new domestic product. He also hopes that more Chinese manufacturers will be able to create new products together with Xiaomi and truly make this product a tribute to foreigners. "Ultimate" and "kindness" are the core substance of Xiaomi's new domestic products. What is the ultimate? Xiaomi believes that the ultimate is beyond expectations. In fact, Xiaomi TV has done a lot of work in four areas and hopes to practice this ultimate, including innovation, technology, design, and quality. Another core principle of Xiaomi is kindness, that is not black, after the products are really well done, and after the quality is really well controlled, they do not make high gross profit and feed back these gross profits to consumers. Therefore, some of the markets that Xiaomi has entered are still effectively pulling down the entire market.
The millet TV 3S launched this time undoubtedly conforms to Wang Chuan’s concept of “new domestic goods†and uses the spirit of excellence in craftsmanship to do a good job at all costs. Millet's Internet operating model can save sales and advertising costs for polishing products. Millet TV pursues “ultra-thin†technology on its “ultra-thin surface†technology; such high-end products sell for only 8,999 yuan, which also reflects the “kindness†of Xiaomi TV.
In the future, high-quality products will become the trend of the color TV industry. First, the color TV products in the future must be integrated with their own resources, including human resources, material resources, and energy. These products must be exquisite, exquisite, and exquisite. From the perspective of product features, it is both hardware and software, in line with the status quo of China's national conditions and the rapid development of the Internet, but also have a relatively affordable price. After users get such a product, the experience will be very wonderful, and can get beyond the expected satisfaction.
Liang Zhenpeng, a senior industrial economic observer and home appliance/IT industry analyst, believes that millet TV has always focused on a certain size of a product, adhered to a quality strategy, and did not engage in "sea tactics." Millet TV 3S with 65-inch, 4K resolution, and ultra-thin curved screen is undoubtedly the representative product of Xiaomi TV's adherence to high-quality strategy and high-end transformation.
In addition, Xiaomi TV has unique advantages that traditional TV companies and Internet companies do not have in terms of "synergy between different product lines."
Xiaomi is deeply involved in smart phones, Internet TV set-top boxes, smart TVs, and home smart routers and smart home products, constantly subverting the traditional market. Moreover, Xiaomi's ecological chain has been adhering to an open, non-exclusive, and non-exclusive cooperation strategy. Together with industry partners, it has promoted the construction of smart ecological chains. This has also enabled Xiaomi to grow faster than its peers.
Smart TVs must be cross-border and integrate hardware, software, Internet services, and massive amounts of quality content to truly bring users a complete smart TV experience. The color TV industry is centering on intelligence, television content is constantly being enriched and improved, the television ecology is gradually maturing, and the economic value of the living room begins to show.
Liang Zhenpeng believes that the strong synergy between Xiaomi TV and Xiaomi's different product lines and upstream and downstream ecological chain companies has enabled Xiaomi TV to become an “all-round manufacturer†with both hardware operation power and ecological construction power and to disregard its peers. Users who are constantly upgrading their product needs are naturally very welcome to the latecomers and spoilers. As an excellent cross-border product, Xiaomi TV 3S has become a hot spot in the ultra-thin curved TV market, or it will quickly erode the market share of its competitors.
In the case that other Internet TV brands “Engineering Commemorative Edition†65-inch ultra-thin curved surface TVs have been postponed for sale, Xiaomi TV became the first brand in China's color TV industry to produce and sell 65-inch ultra-thin curved TVs. On March 23, 2016, Xiaomi TV's strategy conference was held in Beijing. Xiaomi released a 3S 65-inch curved TV with a price of 8,999 yuan and a slim millet TV. The new product will be officially launched on March 31st.
In the color TV market, the thickness of the thinnest part of the ordinary 65-inch curved TV body is at least 15 mm, while the thinnest part of the millet TV 3S 65-inch curved surface is only 5.9 mm. Based on this alone, Xiaomi TV has thrown a few streets in the curved TV field.
"Ultimately thin" highlights millet TV technology R&D and industrial design capabilities
Compared with flat-screen TVs, the novelty and stylish appearance of curved TVs is basically the same as the curvature of human eyeballs, bringing users a strong sense of depth and true presence. Over the past year, it has become a hot spot in the color TV industry. Samsung and Hisense TV, TCL, Changhong and other color TV companies have entered the curved TV market before.
According to the data report from China Yikang, from the second half of 2015, the prices of curved LCD TVs have gradually declined, and the market penetration rate has been improved. In December 2015, the penetration rate of surface LCD TVs reached 3.3%. In 2015, the sales volume of curved LCD TVs reached 840,000 units. It is expected that the sales volume in 2016 will reach 2.4 million units.
However, the curved TV camp is not infinite scenery. The "thickness" problem of the vast majority of curved TVs on the market has always been criticized. In the process of bending, the LCD screen brings difficult challenges to the process design, making the curved TV body a lot thicker than the flat TV. This disadvantage makes some consumers discourage.
Millet TV 3S, released on March 23th by Xiaomi, completely changed people's impression of “very heavy-screen curved TVâ€. Millet TV 3S is the thinnest curved TV on the color TV market, using the original Samsung 65-inch, 4K resolution surface ultra-thin panel, the body's thinnest at only 5.9 mm, than the Apple iPhone 6s mobile phone 7.1 mm body thickness also Be thin. The "extremely thin" of the millet TV 3S reflects Xiaomi's superior industrial design ability that surpasses the peer company, which makes the curved TV more fashionable and aesthetically pleasing, highlighting the craftsman spirit.
The relevant person in charge of the millet television introduced that the product strategy of Xiaomi TV is to make only one model for each size, only to compete in the high-end flagship TV of the foreign brands, so that the millet TV 3S can achieve this at the same time when the screen reaches 65 inches. Thin, because millet TV and the upstream panel makers and cooperative foundries worked together to work hard together. Through meticulous industrial design, they took the lead in making major breakthroughs in the technology of “ultra-thin surfaceâ€, using Curved Slim panels and special guides. Light board and optimized design.
For example, the thickness of the glass of the conventional panel is not less than 0.5 mm, while the curved ultra-thin panel glass of the millet TV 3S 65-inch curved TV is only 0.4 mm thick. The conventional light guide plate has a uniform thickness on the board and is a common side-in LED layout, and the curved ultra-thin light guide plate used in the millet TV 3S is a bottom side-in LED layout with a “thin down thick wedgeâ€. In order to prevent the deformation of the planar backplane, the traditional module backplane design generally adopts the design method of integral stiffeners, and the overall layout method cannot be applied to the curved surface design. The Curved Slim backplane design adopted by the Xiaomi TV 3S ensures stable strength and structure. On the basis of sex, in order to reduce the area of ​​one half of the ribs for the ultra-thin design, in order to ensure the curvature of the backboard, a simple design suitable for the curvature is adopted. The back module of the traditional split module exists separately from the back shell of the whole module. The back module of the module is used to fix various kinds of movement boards, and the exterior needs to cover the back cover of the whole machine; and the millet TV 3S adopts a one-piece module. Back cover design, for ultra-thin design, the module and the backplane are combined into one, and the backboard is treated with a black wire drawing effect.
In addition to a number of technical breakthroughs in the field of "ultra-thin surface", Xiaomi TV 3S also has outstanding performance in host, audio, intelligent systems, film and television drama content, and large-screen games. For example, as early as 2015, Xiaomi TV 3S had 18051 movies and TV programs, which was twice as high as the average of friends. Millet TV content is not only great but also of good quality. In terms of content, there are more than 8,000 Xiaomi TV movies and more than 2,500 Hollywood movies, covering the top 10 box office movies in China in 2015. In 2015, there were 81 movie theaters in the Chinese cinema, and Xiaomi TV has been online. 74. Millet TV will continue to force new films in 2016, and the mermaids, the three major bones, the Kung Fu Panda 3, and the X-Men: Apocalypse will continue to log into Xiaomi TV. For the protagonists of the phenomenal stage sun of the popular network, iQiyi and Xiaomi TV exclusively broadcast.
The curved TV camps are all at the "zero" starting point, and the latecomers have a great chance to break through.
At present, domestic curved TV manufacturers mainly use Samsung LCD panels (LCD screens), and everyone is a “zero†starting point. Therefore, millet TV as a follower of the curved TV market still has a great opportunity to break through.
The "new domestic product" is a victory system for Xiaomi TV. Not long ago, at the “2016 China Household Appliances Development Summit Forum†held during the China Home Appliances and Consumer Electronics Expo 2016, Wang Chuan, the co-founder of Xiaomi and the head of Xiaomi TV, made a keynote speech and said that “made in China†is foreign. The understanding is that quality is cheap, and Xiaomi proposed a concept last year. The new domestic product is the new “made in Chinaâ€. Xiaomi hopes to become a new domestic product. He also hopes that more Chinese manufacturers will be able to create new products together with Xiaomi and truly make this product a tribute to foreigners. "Ultimate" and "kindness" are the core substance of Xiaomi's new domestic products. What is the ultimate? Xiaomi believes that the ultimate is beyond expectations. In fact, Xiaomi TV has done a lot of work in four areas and hopes to practice this ultimate, including innovation, technology, design, and quality. Another core principle of Xiaomi is kindness, that is not black, after the products are really well done, and after the quality is really well controlled, they do not make high gross profit and feed back these gross profits to consumers. Therefore, some of the markets that Xiaomi has entered are still effectively pulling down the entire market.
The millet TV 3S launched this time undoubtedly conforms to Wang Chuan’s concept of “new domestic goods†and uses the spirit of excellence in craftsmanship to do a good job at all costs. Millet's Internet operating model can save sales and advertising costs for polishing products. Millet TV pursues “ultra-thin†technology on its “ultra-thin surface†technology; such high-end products sell for only 8,999 yuan, which also reflects the “kindness†of Xiaomi TV.
In the future, high-quality products will become the trend of the color TV industry. First, the color TV products in the future must be integrated with their own resources, including human resources, material resources, and energy. These products must be exquisite, exquisite, and exquisite. From the perspective of product features, it is both hardware and software, in line with the status quo of China's national conditions and the rapid development of the Internet, but also have a relatively affordable price. After users get such a product, the experience will be very wonderful, and can get beyond the expected satisfaction.
Liang Zhenpeng, a senior industrial economic observer and home appliance/IT industry analyst, believes that millet TV has always focused on a certain size of a product, adhered to a quality strategy, and did not engage in "sea tactics." Millet TV 3S with 65-inch, 4K resolution, and ultra-thin curved screen is undoubtedly the representative product of Xiaomi TV's adherence to high-quality strategy and high-end transformation.
In addition, Xiaomi TV has unique advantages that traditional TV companies and Internet companies do not have in terms of "synergy between different product lines."
Xiaomi is deeply involved in smart phones, Internet TV set-top boxes, smart TVs, and home smart routers and smart home products, constantly subverting the traditional market. Moreover, Xiaomi's ecological chain has been adhering to an open, non-exclusive, and non-exclusive cooperation strategy. Together with industry partners, it has promoted the construction of smart ecological chains. This has also enabled Xiaomi to grow faster than its peers.
Smart TVs must be cross-border and integrate hardware, software, Internet services, and massive amounts of quality content to truly bring users a complete smart TV experience. The color TV industry is centering on intelligence, television content is constantly being enriched and improved, the television ecology is gradually maturing, and the economic value of the living room begins to show.
Liang Zhenpeng believes that the strong synergy between Xiaomi TV and Xiaomi's different product lines and upstream and downstream ecological chain companies has enabled Xiaomi TV to become an “all-round manufacturer†with both hardware operation power and ecological construction power and to disregard its peers. Users who are constantly upgrading their product needs are naturally very welcome to the latecomers and spoilers. As an excellent cross-border product, Xiaomi TV 3S has become a hot spot in the ultra-thin curved TV market, or it will quickly erode the market share of its competitors.
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