TV TV behind the second price hike of TV is dead?


There are not many companies that can open a day for the annual meeting, and there are even fewer owners who can distribute one million bonuses to employees. Xiaomi, as a pioneer enterprise in China’s entrepreneurial army, is a hot pursuit of the industry every year.
In 2016, Xiaomi's performance was not very good. Of course, this is in comparison with previous years. Compared with most entrepreneurial enterprises, Xiaomi is still relatively successful. After all, the efficiency is not good, Xiaomi still gave employees the year-end award.
As a product of Xiaomi Fa's family, the mobile phone encountered a decline last year, and its sales volume dropped sharply to only 40 million units. It was not only overtaken by OPPO and vivo, but also opened a gap with the same level of Huawei. However, Xiaomi who did not "focus on" has stretched the front in the past two years. The business involves the entire hardware circle and he is doing a great job. Among them, the millet bracelet, air purifier and millet TV have already had a higher right to speak in the market.
At the beginning of 2017, Meizu, Xiaomi and other brands began to announce price hikes for some handset models due to increased costs of upstream supply chain vendors. This price increase not only makes consumers hesitate to buy more, but also makes brand manufacturers more cautious in quantitative terms. The millet, which had just announced the price increase of its mobile phone some time ago, announced yesterday that it would also need to increase its price.

On the evening of February 7, the official Weibo TV official Weibo released the news that the retail price of Xiaomi TV's 3s series was far lower than the current cost due to the increase in purchase costs of upstream core components and components and the impact of exchange rate fluctuations. In order to guarantee normal supply, the decision was made. Millet TVs were upgraded to 2599 yuan and 3999 yuan for 3s 48-inch and 55-inch TVs (excluding freight). The new prices began to be implemented at Xiaomi Mall, Tmall/Jingdong flagship store and Xiaomizhizu at 0:00 on February 8.
It is worth noting that this is Xiaomi’s second price increase announced in less than two months. Ironically, last year, Wang Chuan, the head of Xiaomi TV, also said that he would not increase prices, and there was little pressure on Xiaomi TV to defame himself. Nowadays, millet TV is not only a gossip price increase, it has even risen twice and hit the face twice.

In the past year, Xiaomi experienced many doubts. The once proud mobile phone products still did not show much improvement in sales, and annual sales were lower than last year's results. Although the introduction of a hyperbolic screen and a full screen black technology products, but the pressure on production capacity and sales, Xiaomi has to bear the weight. Not increasing prices, perhaps Xiaomi hopes to make another achievement in the TV market.
As everyone knows, for the real hardware products, the cost is there, even if it is firmly adhered to, there is not so much financial support. LeTV is a living example. The high sales volume of negative mobile phones has finally become an important straw for the pressure on LeTV.
In the third quarter of last year, the supply and demand situation in the Chinese market began to be tight, and the prices of multi-size full-HD LCD TV panels had risen to varying degrees, with the highest increase reaching US$17. This is undoubtedly a slow-moving TV. A blow to the market, especially Internet TV brands that advocate high parity.
From 1999 to 2599 yuan, from 3499 yuan to 3999 yuan, behind Xiaomi TV's two consecutive price increases, it also sounded the alarm of the entire Internet TV industry. With the rise of Internet TV, traditional TV brands have been greatly impacted. However, due to differences in production and channels, Internet TV can still not be said to subvert the traditional TV industry. On the contrary, the advantages in the supply chain and the intelligent layout have made the traditional TV brand usher in a new round of development opportunities.

This time, Xiaomi, LeTV and other Internet TV brands have to bear pressure to announce price increases may be a turning point. Previously, TV was once the most important terminal. The domestic market has developed very well. Traditional home appliance brands such as Skyworth, TCL and Hisense have almost negligible market share. In addition, Internet TV manufacturers are almost always start-up companies, and the accumulation of capital and technology is far inferior to traditional TV manufacturers. Even if it has superficial high performance and content, all of this is either surplus, or it is seven or eight minutes and there is no uniqueness. Moreover, TVs, unlike mobile phones, have a long update cycle, which is putting more pressure on Internet TV companies.
Subversion is far from easy. Xiaomi, which was once flaunted by "producing fever," will inevitably be cooled by the market.
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