Xiaomi redefines OLED TV by selling it in the high-end market for 16,999 yuan

This year's OLED TV market is very lively. In the first half of the year, LG, Skyworth, and Sony successively released new products. Now Xiaomi is also joining the battle. After launching a number of high-end products such as the Xiaomi TV Master Series and Xiaomi TV 6 Ultra Edition, Xiaomi seems to want to change its existing image of "cost-effectiveness" through high-end product lines and challenge the old manufacturers occupying the high-end market.

On the evening of August 10, Xiaomi held the 2021 Lei Jun annual speech and new product launch conference, officially launching two new OLED TVs, namely the Xiaomi TV 'Master' 77'' OLED, which is positioned upward to replace the Xiaomi TV 'Master' 65'' OLED, and the Xiaomi TV 6 OLED model with a high-specification OLED screen.

It has been three years since Xiaomi TV ranked first in the Chinese TV market. Foreign brands have been basically reduced to Sony and Samsung, and domestic brands are also actively seeking change to explore the high-end and Internet cost-effective markets. More and more high-end TV specifications are becoming popular. After the leap in both price and specifications, can the new Xiaomi OLED TV matrix set off a storm of OLED picture quality?

Colorful, gorgeous, OLED TV

Let's first take a look at the newly released Xiaomi TV "Master" 77'' OLED. The new Xiaomi OLED TV adopts the minimalist design style that is currently the mainstream of high-end TVs on the market, that is, there is no excessive decoration on the front of the product, and the screen area is maximized. Thanks to the characteristics of the OLED screen, the thinnest part of the body of the machine is only 8.2mm, and the back uses a metal back panel + glass back cover design, successfully creating a relatively high-end product texture.

As the name suggests, the biggest feature of the new Xiaomi OLED TV is naturally the screen material. Xiaomi TV "Master" 77'' OLED uses LG Display's new generation OLED panel V21, with new luminous materials, which can achieve 8.29 million pixels of independent light control at 4K resolution, with a super contrast ratio of 1500000:1 and a peak brightness of up to 1000nits.

According to Lei Jun, this "Original Color Screen Pro" supports a total of four-channel color gamuts including BT.709, DCI-P3, Adobe, and BT.2020. It can automatically adapt the color space according to the content format, and at the same time cooperate with open interfaces such as color temperature and Gamma to open up more custom permissions to creators, which can meet the needs of professional creators such as professional mapping, photography, digital cinema, graphics, and high-definition signals.

The audio and video experience is upgraded synchronously with the screen quality. Xiaomi TV "Master" 77'' OLED is equipped with two full-range speakers, two of which are located near the center of the bottom. A new center "dialogue" channel is specially added. The center speaker uses a separate cavity and supports Dolby Atmos with a total power of 70W.

In addition to being a smart TV, the Xiaomi TV Master 77'' OLED is also an excellent gaming monitor. According to the official introduction, the product is equipped with two HDMI 2.1 interfaces, supports 4K 120Hz quality input, supports G-SYNC technology, and has an ultra-fast grayscale response time of 1ms, which can bring users a smoother, clearer, and tear-free gaming experience. For this reason, this battery has become an official XBOX recommended gaming display device.

It is worth mentioning that Xiaomi TV "Master" 77'' OLED is also the first smart TV product equipped with a UWB chip, which can realize a series of UWB functions, such as quick connection to the TV through the air, support for power on and off, volume adjustment, channel adjustment, signal switching and other controls, support for Xiao Ai, screen projection, collaborative input, support for historical content, playback progress adjustment, etc.

In terms of price, as the first product in Xiaomi's second-generation Master TV series, Xiaomi TV "Master" 77'' OLED is priced at 19,999 yuan, with an initial launch price of 16,999 yuan.

In addition to this "very expensive" high-end flagship product, Xiaomi also released the Xiaomi TV 6 OLED version tonight, which is positioned as the first OLED TV for young people. According to the official introduction, this time Xiaomi has successfully reduced the thickness of the screen, reduced the black borders, optimized the heat dissipation, and successfully reduced the cost of OLED TVs by developing its own OLED screen module.

The main selling point of this product is naturally the OLED screen. The Xiaomi TV 6 OLED version is equipped with a 4K OLED screen, which can achieve 8.29 million pixels of independent light control, 97% screen-to-body ratio, 178° viewing angle, True 10bit professional-grade color depth, 900nits peak brightness, display-level color accuracy ΔE 2, covering 98.5% DCI-P3 color gamut, and supporting MEMC animation compensation.

In terms of configuration, the machine uses MTK9638 chip, equipped with 3GB+32GB large storage combination, and USB3.0 high-speed interface as standard. In other aspects, Xiaomi TV 6 OLED version not only supports Dolby Vision, HDR10+, HDR10 and HLG, but also has a dual-channel 12.5W four-unit sound system, which has passed IMAX ENHANCED top audio and video certification, and has no obvious shortcomings in hardware configuration.

In terms of price, the Xiaomi TV 6 OLED version 55-inch retails for 5,699 yuan, and the first release price is 4,999 yuan at 10 am on August 16. The 65-inch retails for 7,699 yuan, and the first release discount price is 6,999 yuan. Currently, the 55-inch OLED TVs of major manufacturers are generally priced between 5,999 and 10,999 yuan on the market. This product is likely to be the most cost-effective OLED TV on the market.

Is the OLED TV boom coming?

As the smart TV products released by Xiaomi tonight, the purpose of Xiaomi TV "Master" 77'' OLED and Xiaomi TV 6 OLED version is more clear, which is to make high-end OLED TV products popular.

Xiaomi has figured out a problem: after responding to the current high-end TV OLED trend with the Xiaomi TV Master series OLED TV products that have won acclaim from many parties, how can it make consumers feel that the premium of these two LCD TVs is worthwhile? The answer Xiaomi found is to meet the immediate needs of more consumers.

The launch of Xiaomi TV Master 77'' OLED is obviously to cater to TV consumers' pursuit of larger size and higher definition. Compared with Xiaomi TV Master 65'' OLED, the 82-inch large size, which is close to the living room limit and the upper limit of conventional elevator loading, is obviously more pleasing to consumers. With a reasonable price and excellent panel quality, this product will surely become a product that attracts attention in the domestic high-end TV market.

The launch of Xiaomi TV 6 OLED version is obviously aimed at cost-effective consumers. You should know that OLED TVs on the market are generally expensive, and 65-inch OLED TVs generally cost tens of thousands of yuan. In comparison, Xiaomi TV, which costs 6,999 yuan, is obviously a "price killer". Even consumers who have no idea about the specifications will pay more attention to products that are significantly lower in price than products of the same price.

Summarize

Judging from the outside world's evaluation this year, Xiaomi TV has basically gotten rid of the stereotype of "only low-end sales" models. From the Xiaomi TV Master series, to the Xiaomi TV 6 Extreme Edition and Xiaomi TV ES 2022 released in the first half of the year, to the new Xiaomi OLED TV series released today, we can see that Xiaomi has indeed shown sincerity at the hardware level, and Xiaomi's efforts to gain a firm foothold in the low, medium and high price ranges of the TV market have just begun.

Whether Xiaomi can take a broader path will be one of the keys to whether it can continue to grow after becoming the No. 1 manufacturer in China. At least judging from the Xiaomi TV 6 series released this year and the new Xiaomi Master TV today, the future of Xiaomi TV is bright.