Xiaomi To Sell TVs Offline At B&M Stores Now
Xiaomi To Sell TVs Offline At B&M Stores Now

Implementing the disruptive pricing strategy to earn more market share, Chinese electronics and software company Xiaomi is going to sell its television from 1,000 brick-and-mortar stores.

 As per the industry executives, the company aims to touch 8-10% share by year-end.

The company started India sales of its television last week through its online portal Mi.com and Flipkart. The executives said Xiaomi’s 55-inch 4k smart LED TV model priced at ₹39,999, which is less than half of the similar specification products sold by the top four television makers in the country Samsung, LG, Sony and Panasonic  who sell their line-up anywhere between ₹85,000-99,000.

The owner of a leading retailer which is going to sell the TVs said, “Xiaomi is following the same strategy of smartphones for television build the buzz online and then launch it offline at same prices to gain share.Xiaomi will be supplying the inventory only on cash-and-carry basis and there will be no credit offered to the trade unlike the industry norm of 7 to 21 days of credit.”

The company will initially sell its Mi television from cellphone stores and subsequently through consumer electronic and white goods stores. Xiaomi India managing director Manu Jain tweeted last week that the company sold out its entire television stock online in less than ten seconds on the first sale. As per industry executives, the company had got an initial inventory of 5,000 units from China for the sale.

Industry executives said, “Xiaomi can gain share due to its aggressive pricing, and considering several price-warrior brands from the Videocon stable — Videocon, Philips and Sansui — have almost vacated the market due to financial problems. Xiaomi preponed its television launch in India to make the most of the situation.”

Pulkit Baid, Director, Great Eastern said, “There’s a vacuum in the market with few brands almost exiting. In such a scenario, a brand which has quality products and aggressive pricing can gain market share and bring buyers back, especially since television sales are down for the past few months.”

 
 
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