Xiaomi is undoubtedly one of the representatives. From Xiaomi mobile phone to Xiaomi television, Xiaomi has always had an advantage in sales channels: Unlike the traditional TV brand distribution entity electrical mall, Xiaomi broke through the original color TV industry operation model through its own e-commerce giants such as Xiaomi Mall and Jingdong Electronics. At the same time, it also saved channel costs.
Millet TV 4 65-inch cinema version will be exclusive starting Jingdong
E-commerce sweet taste of millet, naturally will not miss the 618 e-commerce shopping festival. On May 18th, the millet conference was held in Beijing as scheduled and the annual flagship product, Xiaomi TV 4 was officially unveiled. At the conference site, Xiaomi announced that it will launch the Xiaomi TV 4 Ultimate 65-inch, 55-inch, and 49-inch models on the JD.com home appliance platform on June 1. Among them, the 65-inch theater package as the conference's key recommendation products will be exclusively sold by Jingdong Electronics.
Xiaomi chose to exclusively launch Xiaomi TV 4 in JD.com's home appliance. It is apparent that he hopes to capitalize on the huge flow advantage and brand position of JD.com's home appliances, enabling it to increase sales during the 618 period. In fact, JD.com, the first channel of China's home appliance retailing, has always been a long-term strategic partner of Xiaomi “Enaiâ€. In 2016, JD.com was the largest sales channel except Xiaomi. The sales accounted for 18%; -In April, Jingdong's channel accounted for 28% of the total, which is growing rapidly at a rate of more than 100% per month.
The integration of JD.com's home appliances not only helped Xiaomi gain sales and praise, but also enabled it to have a massive amount of user data, which laid the foundation for the development of a new generation of products. At the same time, Xiaomi's Internet ecosystem has also consolidated the breadth and capabilities of Jingdong's services and helped Jingdong carry out internal catalysis and upgrading, thereby forming a benign eco-chemical response.
Wang Chuan and Yan Xiaobing negotiate future strategic cooperation (left Wang Chuan and right Yan Xiaobing)
In fact, on May 12th before the launch of Xiaomi New Product, Xiaomi co-founder and Wang Chuan, president of Xiaomi TV, invited Yan Xiaobing, president of JD.com's home appliance division, to visit the Xiaomi TV R&D Center and Xiaomi's home. During the visit, Yan Xiaobing personally experienced Xiaomi TV 4's new product in the Xiaomi TV Lab and said that the Xiaomi TV 4 Jingdong first will receive full support from Jingdong in terms of policies and resources to cooperate with Xiaomi brand's online promotion activities. In addition, the two sides also reached a consensus on the long-term strategy of entering the rural market and channel sinking in the future.
Yan Xiaobing, President of Jingdong Division, operates Xiaomi TV 4
To create a national quality brand of millet with low gross margins, and Jingdong to build quality e-commerce, to create a comfortable platform concept is quite consistent, and the two hand in hand has also created a one-stop ultimate user experience from product purchase to operation services. What brings is a mutually beneficial and win-win situation where 1 plus 1 is greater than 2. For the majority of consumers, the exclusive launch of Xiaomi TV 4 in Jingdong means the real opening of the 618 Mid-Autumn Festival Shopping Festival. There is no doubt that when it comes time to pick it up again!
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