Xiaomi's TV Push: Millions of Smartphone Users Targeted

Xiaomi is implementing a new strategy in India to transform its massive 140 million smartphone user base into television buyers, aiming for long-term growth by deepening its consumer electronics ecosystem.

The company is reintroducing 75-inch televisions to the Indian market, recognizing a significant shift in consumer demand towards larger screens and enhanced viewing experiences. This move is supported by internal data showing a trend away from smaller 32-inch and 43-inch models towards 55-inch and 65-inch displays, alongside a notable increase in QLED TV sales.

Sandeep Sarma, Associate Director for Marketing and PR at Xiaomi, highlighted that while larger screen sizes were previously ahead of adoption curves, current market trends now support the reintroduction of 75-inch models. He stressed that a focus on picture quality, sound, and features like filmmaker mode, rather than just price, is shaping consumer priorities.

Service is identified as a crucial differentiator, with Xiaomi's nationwide on-site television service model designed to offer convenience and reliability. This approach aims to build customer loyalty, encouraging users to expand their engagement with the Xiaomi ecosystem across multiple product categories over time, even with potential pressures from rising component costs.