From the point of view of the 2018 Q4 financial report, Xiaomi TV has always continued the trend of high growth throughout 2018. Among them, it took the first place in monthly Chinese sales in April last year, and it took the first place in quarterly shipments in China in Q2 and Q4 successively. In addition to the bright performance in the domestic market, Xiaomi TV in the overseas market is also a success, according to Xiaomi's 2018 annual financial report, since February into the Indian market, Xiaomi TV has also successfully taken the first place in the Indian market in terms of TV online shipments, and promoted the first brand of local smart TV.
In 2019, Xiaomi TV has also set a higher goal. Xiaomi TV Department General Manager Li Xiaoshuang said that Xiaomi TV 2019 will strive to be the first in China for the whole year. And from the current sales data, such a goal is not groundless. According to Aowei Yun.com, in the TOP 10 online best-selling models in China's color TV market in the 1-6 weeks of 2019, Xiaomi TV also led the way, taking 8 seats.
In this year's "315 Xiaomi Quality Festival" promotion, Xiaomi TV sold 130,000 units in just 48 hours of sale, of which the 65-inch Xiaomi TV 4A was sold within 18 minutes of the sale of tens of thousands of units, and the overall sales of Xiaomi TV increased by 275% year-on-year, and won the three major platforms of Tmall, Suning and Jingdong. The platform sales sales double first.
Of course, the excellent results achieved by Xiaomi TV, and Xiaomi always adhere to the values of "price is generous, touching people's hearts" products are inseparable. In the "315 millet quality festival" promotional period, millet will be 65 inches of TV into the 2000 yuan price range, 55 inches is pulled to the level of 1000 yuan machine, refreshing the user's perception of cost-effective products. According to the financial report disclosure, in 2018, millet hardware comprehensive after-tax net interest rate is less than 1%, but also to honor the commitment of Lei Jun for "millet hardware comprehensive profit margin will never exceed 5%".
In addition to the ultimate cost-effective, Xiaomi TV has also been at the forefront of the industry in terms of AI intelligence. At present, Xiaomi TV is built-in Xiao Ai classmates, the elderly and children at home can use voice control TV, lowering the threshold of the use of intelligent TV. At the same time, users can also control the majority of smart devices at home through Xiaoxi classmates, according to the 2018 Q4 financial report, the number of smart devices equipped with Xiaoxi classmates and activated reached 151 million units, with more than 38.8 million monthly active users.
As the TV business is riding high, the Xiaomi TV team launched the air conditioning category in the second half of 2018. And after only three months on the market, Xiaomi's air conditioner has received tens of thousands of reviews on Xiaomi Mall and a favorable rate of 99.9%. And in the 2018 Double Eleven e-commerce war, Xiaomi succeeded in ranking among the top three in the Tmall's large electric appliance category only with its TV + air conditioning business.
At last year's Xiaomi AIoT developer conference, Lei Jun, founder and chairman of the Xiaomi Group, emphasized that "AI+IoT is the core strategy of Xiaomi", and to achieve a comprehensive layout of AIoT, Xiaomi must be built on a mature terminal system that includes cell phones and home appliances. Xiaomi is currently through a variety of ways to force the field of large appliances, "AIot + large appliances" strategy will not only be fully empowered millet TV, air conditioning and other product lines, but also through the real "fair price of good products" to change the life of each user.