Sou Hu Cai Jing·2025-10-24 08:58Core Viewpoint - Xiaomi's air conditioning products have faced criticism on social media regarding their marketing language, particularly the term "giant energy-saving," which was interpreted as misleading by consumers [1][5][7]. Group 1: Marketing and Consumer Perception - The term "giant energy-saving" used by Xiaomi is seen as a product name rather than a description of energy efficiency, similar to other brands like Midea and TCL, which use terms like "cool energy-saving" and "true energy-saving" [3][5]. - Xiaomi has a history of being criticized for its marketing language, with previous instances involving terms like "king of backlight" and "super strong steel," leading to accusations of "small字营销" (small字 marketing) [7][8]. - The backlash against Xiaomi's marketing may stem from the emotional weight of the word "giant," which consumers have misinterpreted in the current context [5][7]. Group 2: Competitive Landscape - Xiaomi has rapidly gained market share in the air conditioning sector, with its online sales ranking third in September, behind Midea and Gree, and surpassing Haier [9]. - The air conditioning market is experiencing intense competition, characterized by price wars, with a significant increase in sales volume for products priced below 2200 yuan, which rose by 6.3 percentage points to 35.2% in 2024 [9]. - Gree's management has publicly questioned Xiaomi's technology and pricing strategies, indicating a growing rivalry between the two companies [8][9]. Group 3: Financial Performance - Xiaomi's IoT and consumer products have seen a substantial increase in gross margin, rising from 0.4% in 2015 to 20.26% in 2024, reflecting a nearly 50-fold increase over nine years [7]. - Despite the growth, Xiaomi faces challenges, including a high complaint rate in the home appliance sector, with 46.63% of complaints in the third quarter attributed to Xiaomi [7].