Xiaomi has recently been a big move. On the 12th, he announced that it has reached strategic cooperation with Youku Potato in terms of capital and business. On the afternoon of the 19th, it announced that it invested 1.8 billion yuan to invest in Iqiyi. Although the shareholding of iQIYI is not a secret, although it was robbed by the World Internet Conference and Meizu's MX4 Pro a lot of limelight, this series of actions by Xiaomi is still worthy of discussion.
Why did Xiaomi invest in video sites?
In the eyes of the little whale, Xiaomi invests in video sites, in the final analysis, for the layout of Xiaomi TV. Driven by the Internet, the TV industry, which was relatively sluggish, has seen a turnaround in the past two years. With the Internet, smart TVs are likely to become important terminals for smart homes in the future. Whether it is LeTV, Xiaomi and other Internet companies, or old TV manufacturers such as TCL, are eager to occupy this market.
Whether it is video or Internet TV, content is undoubtedly extremely important. Only attract enough users to occupy the market. However, Xiaomi differs from rival LeTV in its original content. Although Xiaomi had previously cooperated with Thunder, the content of short boards still needed to be filled.
At present, the competition of video websites is undoubtedly intensifying, and every major video website is burning money without exception. For Xiaomi, if it starts from the original content itself, it will cost too much. With fierce competition in the industry, Xiaomi’s identity as a student in the future is not the best choice from a video site. In cooperation with video websites, short boards can be quickly completed to close the gap. In addition, the biggest shareholder of iQiyi is Baidu, which invests in iQiyi, and can also hold a thigh. Why not?
With so much fanfare investing in TVs, did Xiaomi have the opportunity to make TV?
First, the e-commerce platform.
As of now, Xiaomi's official website has become the third largest e-commerce platform next to Ali and Jingdong. In addition, Xiaomi has a flagship store on platforms such as Tmall. The advantage on the e-commerce platform is that competitors do not have.
Second, there are many complementary products.
Xiaomi In addition to television, there are smart phones, tablets, smart routers, etc., these devices are easily connected into an ecosystem, in the smart field layout, Xiaomi is indeed more mature than LeTV, this layout will help millet TV follow-up market The expansion.
Third, millet used a low price strategy.
On the mobile phone, Xiaomi's cost-effective strategy can be described as very successful. Prior to IDC's report, Xiaomi's shipment exceeded Lenovo as the world's third-largest handset maker. Of course, who is third is still controversial, but it is undeniable that Xiaomi’s is low. The price strategy is effective.
Fourth: Completion of short content.
Investing in iQiyi, plus the previous Youku potatoes, relying on these two video sites, Xiaomi's content segment will soon be filled. In terms of content, Xiaomi should not lose to the main rival LeTV.
Although there are many opportunities and even huge investments, there are still many deficiencies for Xiaomi, such as:
First, there are insufficient channels.
Millet's channel is still based on direct marketing, you can make brand-name products, but sales are difficult to guarantee. Taking music as an example, since the launch of Super TV on July 3, 2013, its annual sales volume has approached one million units, while traditional manufacturers such as TCL have sold 17.664 million units a year. Channels are still the key. Compared with old TV manufacturers such as TCL, Xiaomi has a big gap in terms of channels. TCL's channel network divides the country into 7 regions, establishes 32 branches, 200 operating departments, more than 200 franchised chain stores, more than 800 special maintenance franchise stores and thousands of authorized distributors. One of the home appliance sales networks with distribution capabilities. Millet is also inferior to many.
Second, the after-sales aspect still needs improvement.
The after-sales service system is of great importance to the product. Taking Lenovo as an example, the reason why this company can firmly occupy the first position on the PC side is due to its marketing channels and perfect after-sales service system. Lenovo has established more than 1,000 sunshine service stations and more than 3,000 service support points in 400 cities across the country. The service business covers all cities and villages in the country. For mobile phones, Lenovo's after-sales service is also Lenovo's strengths. For TV, the price is relatively high and the after-sales service system is very important. Millet's after-sales service system still has a significant gap.
The mobile phone market is approaching saturation, but Internet TV is still in a rising period. As an important terminal device, TV is also the focus of competition among manufacturers such as Xiaomi and LeTV. Investment video sites can already see some clues. Content short boards may be able to be filled for a short period of time. However, such issues as channels and after-sales services also require Xiaomi to take the time to make up for it.
Why did Xiaomi invest in video sites?
In the eyes of the little whale, Xiaomi invests in video sites, in the final analysis, for the layout of Xiaomi TV. Driven by the Internet, the TV industry, which was relatively sluggish, has seen a turnaround in the past two years. With the Internet, smart TVs are likely to become important terminals for smart homes in the future. Whether it is LeTV, Xiaomi and other Internet companies, or old TV manufacturers such as TCL, are eager to occupy this market.
Whether it is video or Internet TV, content is undoubtedly extremely important. Only attract enough users to occupy the market. However, Xiaomi differs from rival LeTV in its original content. Although Xiaomi had previously cooperated with Thunder, the content of short boards still needed to be filled.
At present, the competition of video websites is undoubtedly intensifying, and every major video website is burning money without exception. For Xiaomi, if it starts from the original content itself, it will cost too much. With fierce competition in the industry, Xiaomi’s identity as a student in the future is not the best choice from a video site. In cooperation with video websites, short boards can be quickly completed to close the gap. In addition, the biggest shareholder of iQiyi is Baidu, which invests in iQiyi, and can also hold a thigh. Why not?
With so much fanfare investing in TVs, did Xiaomi have the opportunity to make TV?
First, the e-commerce platform.
As of now, Xiaomi's official website has become the third largest e-commerce platform next to Ali and Jingdong. In addition, Xiaomi has a flagship store on platforms such as Tmall. The advantage on the e-commerce platform is that competitors do not have.
Second, there are many complementary products.
Xiaomi In addition to television, there are smart phones, tablets, smart routers, etc., these devices are easily connected into an ecosystem, in the smart field layout, Xiaomi is indeed more mature than LeTV, this layout will help millet TV follow-up market The expansion.
Third, millet used a low price strategy.
On the mobile phone, Xiaomi's cost-effective strategy can be described as very successful. Prior to IDC's report, Xiaomi's shipment exceeded Lenovo as the world's third-largest handset maker. Of course, who is third is still controversial, but it is undeniable that Xiaomi’s is low. The price strategy is effective.
Fourth: Completion of short content.
Investing in iQiyi, plus the previous Youku potatoes, relying on these two video sites, Xiaomi's content segment will soon be filled. In terms of content, Xiaomi should not lose to the main rival LeTV.
Although there are many opportunities and even huge investments, there are still many deficiencies for Xiaomi, such as:
First, there are insufficient channels.
Millet's channel is still based on direct marketing, you can make brand-name products, but sales are difficult to guarantee. Taking music as an example, since the launch of Super TV on July 3, 2013, its annual sales volume has approached one million units, while traditional manufacturers such as TCL have sold 17.664 million units a year. Channels are still the key. Compared with old TV manufacturers such as TCL, Xiaomi has a big gap in terms of channels. TCL's channel network divides the country into 7 regions, establishes 32 branches, 200 operating departments, more than 200 franchised chain stores, more than 800 special maintenance franchise stores and thousands of authorized distributors. One of the home appliance sales networks with distribution capabilities. Millet is also inferior to many.
Second, the after-sales aspect still needs improvement.
The after-sales service system is of great importance to the product. Taking Lenovo as an example, the reason why this company can firmly occupy the first position on the PC side is due to its marketing channels and perfect after-sales service system. Lenovo has established more than 1,000 sunshine service stations and more than 3,000 service support points in 400 cities across the country. The service business covers all cities and villages in the country. For mobile phones, Lenovo's after-sales service is also Lenovo's strengths. For TV, the price is relatively high and the after-sales service system is very important. Millet's after-sales service system still has a significant gap.
The mobile phone market is approaching saturation, but Internet TV is still in a rising period. As an important terminal device, TV is also the focus of competition among manufacturers such as Xiaomi and LeTV. Investment video sites can already see some clues. Content short boards may be able to be filled for a short period of time. However, such issues as channels and after-sales services also require Xiaomi to take the time to make up for it.
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