In 2015, the color TV industry that has become the "Red Sea" has poured into more than a dozen new Internet brands, and the TV industry has been reviving. However, in the face of calmness, most of these Internet TV brands seem to be suspected of playing tickets. Because, without exception, they all rely on price wars to gain market share, and in addition to the constantly rising new low prices, these Internet TV products hardly leave a deep impression. Of course, there are always different people, and "millet for fever" is one of them. According to Xiaomi, if you want to establish a long-term foothold in the color TV market, you still have to rely on independent research and development, and taking the road of differentiation is the right choice.
And unknowingly, Xiaomi has already established its own strong R&D team. At the same time, because the outstanding products have gained approval from the upstream industry chain, in the 3rd year of the birth of Xiaomi TV, they have begun to taste the sweetness.
Millet TV R & D team is not "new recruits"
Perhaps in view of many people, Xiaomi, an Internet brand that has just entered the color TV industry, should not be able to talk about technological R&D. But in actual fact, Dai Qingsong, vice president of Xiaomi's product supply chain, told HC360.com that the R&D team of Xiaomi TV is not a recruit. The entire R&D team has many years of experience, but it is only a brand new platform for Xiaomi. TV. It is understood that Dai Qingsong joined the Skyworth R&D team in 1999. After experiencing TV sets such as TCL and Coolo, it has actually been immersed in the color TV industry for nearly 20 years.
Millet is not the same TV as a traditional company. Xiaomi dismantles the TV into several pieces: screen, backlight, structure, digital signal processing, power supply, and audio. Then there are top technologies in the field in each block. Talent is responsible for control.
The head of the backlight module had been responsible for the development of Sony and Sharp's earliest LCD TVs, and had also been involved in the development of the first generation of the Apple iPad. The director of acoustics has been in the acoustics industry for 25 years and was responsible for Philips' acoustic architecture research and development. Philips Many of the best-selling products come from his hands; the person in charge of the LCD panel division began research and development of LCD panel technology after entering AU Optronics in 2003, and later worked at Samsung Semiconductor in the development of LCD panel technology.
Based on its strong R&D capabilities, Xiaomi TV has opened up a product road that is different from other brands. Millet TV does not simply stack up with existing technologies. Instead, it first analyzes the needs of users, extracts the needs of users through experts in various fields, and then feeds back to upstream suppliers. The upstream suppliers will make corresponding improvements. Only millet TV products will be formed.
To achieve "surprising prices for products"
What is the biggest difference between Xiaomi TV and other internet brands? In Dai Qingsong's view, it is millet that often takes a step or a half step. It is precisely because of this step or half step that Xiaomi can give the price that the user cannot imagine. Dai Qingsong said that Xiaomi TV's goal is to make the product amazing and the price is amazing.
From millet television generation 1 to generation 3, we found that in fact, Xiaomi TV did not follow the “lowest price†route, nor did it pursue the ultimate “thinest†category, but instead did its utmost to balance prices and performance. Dai Qingsong said that Xiaomi does not agree with the concept of purely conceptual products, but wants to be able to extract the essence of these good concepts, and then find a balance with a reasonable price, so that ordinary consumers can enjoy very high-end Technology and experience.
In the production process, Xiaomi TV adopts OEM mode from the second generation, instead of using ODM as other Internet brands, because in the view of Xiaomi, ODM TV can not take into account the cost-effective and high specifications, the logic of ODM manufacturers is to make delivery as soon as possible to make money There is no incentive to allocate more resources to refine the products. Therefore, Xiaomi chose to research and develop itself in the design process to ensure that each generation of products can achieve high quality and have a substantial improvement over previous generations of products.
Aiming at the needs of enthusiasts, through its own innovation, starting from the components, starting from the supply chain, the product will be very extreme state, but also to the user a cheap choice, this is the millet TV model.
Millet TV always uses the latest upstream technology
Speaking about the saliva between the LCD TVs and LeTV at the time, Dai Qingsong said that although the focus product is produced from a production line, the computer screen is very different. Xiaomi uses Sharp's original screen, and LeTV uses it. It is the screen of SDP (Joint Venture between Sharp and Hon Hai), not Sharp. The person in charge of Xiaomi TV LCD panel also stated that when Xiaomi TV was launched, it must be the LCD panel with the latest technology from the panel maker. Although some of them could not be seen in the parameters and specifications, some of the details would be improved, including Algorithms, etc., so millet TV users do not have to worry about the technology they buy will quickly become old.
Dai Qingsong also stated that Xiaomi is currently favored by the upstream industry chain because it has become the largest growth point in the color TV industry, and Xiaomi’s performance on the Internet is excellent. He disclosed that Xiaomi TV’s sales in 2015 have exceeded one million units. Become a member of the panel factory. Xiaomi can let Samsung screen makers redesign the template according to their own reasonable requirements, and it is also the largest supplier of LG 60-inch panels in China.