Lei Jun: Innovation is the core strategy of Xiaomi's home appliance business

Recently, Lei Jun, the founder of Xiaomi, published an article titled "Lei Jun: Why does Xiaomi make home appliances?", which was widely discussed in the industry.

The article begins with today's Xiaomi new product launch. Three new products were launched at a press conference in Beijing: Xiaomi Mural TV, Xiaomi Full Screen TV and Mijia Internet Vertical Air Conditioner C1. This is the first time that Xiaomi's two major home appliance businesses, TV and air conditioner, have made their collective debut. It is worth mentioning that in the past two quarters, Xiaomi TV sales have ranked first in China.

Xiaomi Mural TV adopts an innovative form with flat front and back surfaces, and is as thin as 13.9mm. It has a split design, and the host connection cable uses a flat hidden cable, which fits the wall seamlessly. It is also equipped with far-field voice technology for the first time, so there is no need to use a remote control. When it is turned on, it is a TV, when it is on standby, it is a mural, and when it is off, it is a Xiaoai speaker. The 65-inch version is priced at 6,999 yuan.

Samsung's original 65-inch 4K panel, quad-core 64-bit flagship processor, 2GB + 32GB storage, and PatchWall artificial intelligence TV system. It comes standard with a six-channel SoundBar and subwoofer audio system, supporting Dolby and DTS-HD dual decoding. The SoundBar is equipped with 2.5-inch mid-bass speakers x2, 20-core dome tweeters x2, and inverted speakers x2, and an 11-liter large sound cavity for the subwoofer.

Xiaomi's full-screen TV uses a customized full-screen panel. The new generation of screen bonding technology fits the screen and the middle frame tightly, getting rid of the screen obstruction of the front frame, and achieving a three-sided visual borderless. The front of the TV is almost a whole screen, and the visual experience is more immersive. The entire series is equipped with a quad-core 64-bit high-performance processor and comes standard with a Bluetooth voice remote control, which can wake up Xiao Ai with one click. The series is available in four sizes: 32 inches, 43 inches, 55 inches, and 65 inches, priced at 1,099 yuan, 1,999 yuan, 2,999 yuan, and 3,999 yuan respectively.

In terms of content, Xiaomi TV brings together nearly 100 content providers, and cooperates with three video platforms: Kiwi TV, Cloud Video Aurora, and CIBN KuaiMao Film and Television, and has 18 major categories of content.

Lei Jun: Making large appliances is a necessity for Xiaomi to fulfill its mission

On September 5, 2013, Xiaomi released the Mi TV 1. In a mature and competitive industry like television, Xiaomi, as a newcomer, became the number one in China in just over five years. Subsequently, Xiaomi launched its home appliance business in 2018, released its first Mi Internet air conditioner in July, and launched the Mi Internet washer-dryer in January this year.

Lei Jun said that Xiaomi's mission is to make good products that "touch people's hearts and are reasonably priced" so that everyone in the world can enjoy the wonderful life brought by technology. As Xiaomi always adheres to the needs of consumers and perceives the core demands of consumers, it has entered more and more consumer goods industries, using the Xiaomi model to make consumer goods "touch people's hearts and are reasonably priced", and the original intention of entering the field of large household appliances is the same.

Large appliances are an important part of Xiaomi's AIoT strategy

In addition, large appliances are an important part of Xiaomi's AIoT strategy. This year, Lei Jun proposed Xiaomi's strategy for the next ten years: mobile phones + AIoT dual engines. AIoT is the intelligent interconnection of all things, which is the next generation of super Internet. The advent of the AI ​​era has given us a super opportunity that is at least one order of magnitude larger than the mobile Internet era. As AI + voice interaction becomes more and more daily, using voice to control lighting switches, even turning on the air conditioner and watching TV is just a matter of words. It can be foreseen that in the future, all devices in the home will be interconnected and able to interact with voice and artificial intelligence. This is the most important global technology development trend in the next 10 years.

As the appliance with the largest screen and the most interactivity in the home, the TV is a hub product of AIoT. Today, Xiaomi TV has the functions of controlling AIoT appliances, displaying notifications of smart devices, and far-field voice interaction. In the future, Xiaomi will make large appliances one of the core puzzle pieces of its sustainable development blueprint for the next 10 years.

Lei Jun said that Xiaomi TV has not only maintained its position as the number one in China in the past two quarters, but has also achieved great success overseas - it became the number one TV brand in online shipments in India just 8 months after entering the country; on last year's Double 11, Xiaomi ranked among the top three in the home appliance category on Tmall based on its TV + air-conditioning business alone; on April 9 this year, the Mi Fan Festival, Mi Internet air conditioner sales exceeded 100 million yuan; although the washing machine product was only launched in January this year, it won the first place in Tmall's single washing machine sales in March.

Xiaomi finally emphasized: Insisting on innovation is the core strategy of Xiaomi's home appliance business. In the future, Xiaomi will further strengthen its innovation efforts, focusing on design and smart experience, as well as the interconnection of smart homes.