Data released by three credible Chinese research firms last month showed that Xiaomi’s TV brand continues to retain its position as the number one brand in terms of shipment in China in H1 2019. The data from Aowei Cloud Network (AVC), Qunzhi Consulting and Zhongyikang respectively, all showed that the Mi TV brand consistently dominated the market from January to June 2019.
While some analysts attribute the growing sale of Xiaomi TVs in China to its low-cost when compared to the competition, Lei Jun thinks the major reason for the high sales is continuous innovation. In a Weibo post today, the Xiaomi founder made reference to the innovative mural TV which won the “color TV innovation products” award in the “China Intelligent Display and Innovation Application Industry Conference.” The smart TV had previously won several awards such as the 2019 Top Ten TV Awards, High-end Smart Product Award, Disp Grand Prize-AIoT Technology. The product has also succeeded in establishing the Mi TV brand in the high-end market. The mural TV adopts a 6999 Yuan ($1042) price tag, which is the highest for any Xiaomi TV product.
It is quite difficult to agree with Lei Jun outrightly o this one. Rather, we think the rise of the Mi TV brand is as a result of a blend of innovativeness and cost-effective pricing. When Xiaomi first ventured into the manufacture of TV, the pricing couple with the quality of the products contributed to the high sales. We don’t see that changing anytime soon, as the company is bringing in innovativeness into the mix.―Gizmochina