Chinese smartphone maker Xiaomi entered the TV business in 2017, and has grown rapidly, rising to #1 in total unit shipments in China during Q2'18. This rapid rise is just the latest in a series of disruptive TV market buildups in China, most of which have been unsustainable so far. LeTV in 2016 and Sharp in 2017 both experienced very strong growth based on disruptive pricing, and in the case of LeTV, focusing on e-commerce channels and content bundling. LeTV suffered financial problems and dropped substantially in 2017, while Sharp has not been able to sustain the aggressive price promotion needed to maintain share. Now Xiaomi is try to succeed where others have failed. This special report analyzes this top storyline from China.