Because Xiaomi is playing a big game of chess, big enough to cover your daily scene, big enough to cover your life, Xiaomi gave this behavior a nice name - millet "ecological chain".
Of the more than 70 companies in the Xiaomi ecological chain, 30 ecological chain enterprises have released products, and more than 40 products are under development. Four are valued at more than $1 billion and have become unicorns; three have annual revenues of more than RMB 1 billion; and 16 have annual revenues of more than RMB 100 million.
The era of "Internet of Everything" is opening, and in the opinion of Lei Jun, the founder of Xiaomi, the Internet of Things (IoT), which consists of smart hardware and the Internet of Everything, will be a huge wind port in the future. As early as 2013, when millet cell phone business breakthrough, millet realized that the online channel has certain limitations, 25% of the market share will be a single channel online ceiling. Lei Jun hopes to achieve greater development in the future, so he launched the ecological chain program, to build an ecological chain, is to build a hybrid warship, increase the imagination of millet in the future. Lei Jun even set the goal of investing in 100 ecological chain enterprises within five years.
Xiaomi is spreading from the cell phone, after capturing the living room (TV, router, stereo, purifier), then the kitchen (rice cooker, water purifier, electric kettle), the bedroom (air conditioning, mattresses, temperature-controlled quilt, lamps and lanterns), and finally wear (clothes, shoes and hats), travel (rollerblades, recorders) and so on. Big as a laser TV, small as a screwdriver, sunglasses, plug row, sneakers, Xiaomi can now meet almost all your life needs.
We believe that the most central direction of future consumer upgrades lies in the Internet of Everything, which speculates that the industry that provides equipment and services for IoT-related industries will become a major engine of China's economy in the future, and this performance will be maintained for quite a long time. Xiaomi through the unity of a bunch of ecological chain enterprises, so that the cell phone peripheral, life peripheral products in the context of the era of consumer upgrading, through the family WIFI to achieve networking, with the infiltration of the Mijia products, Xiaomi quietly let a connection of millions of families of the Internet of Things dream come true, become the world's largest smart home hardware platform.
Whether you agree or not, Xiaomi is penetrating into every aspect of your life, no longer a cell phone company, no longer a hardware company, no longer a technology company, Xiaomi is a brand, waiting for the opportunity to enter all the opportunities of the market, Xiaomi Home "home" is the focus.
Finally, thank you for reading, if you like, give a big praise oh[teeth]
Individually, the description of the two words may be inaccurate: technology department store, which is the possible essence of the Mi Home. So again both word descriptions are accurate.
Xiaomi is supposed to be a life-service technology company, which encompasses all aspects of life, as well as smart products in terms of technology, and so on and so forth, all representing Xiaomi's it's a big bureau that covers every aspect of what we touch.
Xiaomi is a department store with a strong sense of technology, manifested in many ways, from the very beginning to buy a cell phone marketing means is also very cattle, I also bought millet 1s, the first batch of grab it! To now millet has developed to life can be used to sell things, millet seems to like Costco's membership approach, perhaps in the future millet development into a mainly online Chinese version of the Costco hypermarket it!
I think Xiaomi is a technology company, not a department store
Many people intuitively think that Xiaomi is like Samsung, a kind of cell phone hardware business, because Xiaomi sells cell phones, in fact, Xiaomi enterprise attributes more, like an e-commerce business, or rather, attributes more Taobao this kind of Internet business. Cell phones are just one of the goods it sells, not all.
Let's look at what Xiaomi sells: cell phones, tablets, mobile power, TVs, bracelets, blood pressure monitors, sports cameras, cameras, stickers, phone cases, air purifiers, and so on.
Is cell phones all it does? No. People may think, this company seems not at all focused, a moment to sell this, a moment to sell that, how to meet the Lei Jun himself said focus, extreme, word of mouth, fast, seven words.
Although Joy is dead, Lei Jun did not give up on doing an e-commerce business, and millet technology is Joy 2.0.
And how is the millet model? That is, the hardware close to the cost price, relying on subsequent software and Internet services to profit.
Why is the Xiaomi phone best-selling? Because of the cost-effective, and millet through the model optimization, Internet marketing and Internet online mode, in addition to a part of the intermediate costs, so that the price of the phone can be close to the cost of sale, and then through the creation of miui, through the built-in in the miui in the software and Internet services to make a profit. This is the Internet thinking: free basic function + value-added function charges.
Since Xiaomi has more tech and e-commerce genes, why do I say it's more like Amazon than Taobao?
Because Amazon's kindle with millet hardware products go the same way. That is, the hardware close to the cost, relying on subsequent Internet services (e-book service) charges. But millet went further, the whole range of products are this way.
Lei Jun said, millet model can be copied. How to copy?
Xiaomi by investing in other Internet companies, and require other companies to play in accordance with the millet model, that is, the hardware close to the cost price, relying on subsequent Internet services to make money.
And Xiaomi to his investment in Internet enterprises to provide hardware channels and brand advantages, quickly promote its investment in Internet enterprise products, such as small ant smart camera, purple rice mobile power, Huami intelligent bracelet, plus a joint venture headset, Zhimi air purifier ......
And it invested in the various Internet enterprises to complete Xiaomi's intelligent hardware ecological chain. And Xiaomi's stake in these Internet companies means that it can also participate in profit sharing.
Xiaomi and Xiaomi's ecological chain of various Internet enterprises of the products, are sold on the platform of Xiaomi.com. Then Xiaomi.com as an e-commerce platform, the imagination is great.
Suppose the sales of goods on Xiaomi Mall are the same as Taobao Mall sales, think about it, who will be more profitable?
Taobao Mall is completely open, any merchant can open an online store on it for free. But millet mall is different, at present to be stationed in millet mall, only millet self-invested ecological chain enterprise products. Millet gives you millet hardware channels, marketing and brand advantages, and you are responsible for perfecting the millet ecological chain.
We will find that the millet investment in Internet enterprises will be more and more, Lei Jun said that within five years to invest in one hundred, now has invested in 25, and it invested in the Internet enterprises, in the millet mall to sell their own goods, millet to help them branding.
If the millet model will always be effective, we will buy more and more commodities in the millet mall, now is a cell phone, bracelets, purifiers, a class of electronic products, and in the future, we can also buy clothes, buy shoes, buy books on it. The goods that Taobao can buy, Xiaomi Mall will one day also be able to buy.
The millet mall all commodities are access to millet "smart home standard", millet investment in other Internet enterprises, on the one hand, in the creation of their own Internet of Things standard, to build a huge smart hardware ecosystem, on the other hand, millet is a huge brand of e-commerce.
Xiaomi and other Internet companies are different, do not start from the software, but to control the root of the Internet - intelligent hardware.
For example, smartphones, smart bracelets, routers, smart TVs, etc., wherever you can network all kinds of hardware, is the root of the Internet.
Each sale of smart hardware is equivalent to harvesting a user. Internet companies are most concerned about the number of users. Millet phone sales + tablet sales + ...... + sales of various smart hardware = millet user volume. Internet companies have a huge number of users, there is no fear of not making money.
First of all, big data, Taobao platform big data is quite a lot, but all transaction data, and Baidu platform big data is quite a lot, but all the search data, of course, these data can be converted into money, but after all, the imagination is not big. What big data does Xiaomi have? It is all the data in everyone's life, pay attention to what I said, is all the data of life! This is the most imaginative part of big data.
As I said earlier, all kinds of smart hardware on the Xiaomi Mall can be networked, and access to the miui platform means that all kinds of smart hardware data are accessed in the miui.
Think about it, smart bracelets can later monitor pulse, heartbeat and other data; smart blood pressure monitor can monitor blood pressure and other data, and Xiaomi smart camera is the video data of your life, as well as smart TVs, able to record the data of your program viewing ......
With the outbreak of the Internet of things, Xiaomi will also have Smart door locks, smart beds, smart scales, smart tables, smart dishes ...... and a series of smart hardware, covering all aspects of your life, and these smart hardware will be uploaded to the Xiaomi cloud to save all kinds of data in your life. The first thing you need to do is to get your hands on a new computer, and you'll be able to do it in a few minutes.
First of all, it's a huge amount of advertising revenue. Baidu has implanted ads in your searches, and with that revenue, it's become one of the three biggest players on the Internet, and of course, the one that's even better than it is Google. But think about it, if Xiaomi's hardware covered every aspect of your life, how much advertising revenue would it generate?
You use millet intelligent blood pressure monitor to detect blood pressure, found that the blood pressure is over the limit, and then the data is automatically uploaded to the millet cloud, millet big data search, and then push the corresponding medical services to your millet phone ......
You use millet scale scale weight, your weight data is stored in the millet servers, big data a analyze and conclude that your weight is on the high side, and then push all kinds of weight loss related internet services and advertisements ......
You sleep on a Xiaomi smart bed, and it's hard to sleep after tossing and turning all night, and then the bed's sensors monitor that your sleep quality is not good, and then your cell phone, tablet, TV, and other terminal hardware recommend you xxx sleeping pills ......
You are single, and then your various intelligent hardware through a variety of data analysis, concluded that you are the only one in your home, you have no girlfriend, so your phone automatically jumped to x marriage matching site, and according to the data matching, to you matchmaking a certain lady ... ...
............
Then there's the revenue from all sorts of accessories, like cell phone stickers, cases, like support stands for sports cameras... ...
Various types of software income of Xiaomi system: DuoYan reading, Kingsoft word, Xiaomi novels, Mi chat ......
Various types of games income of Xiaomi system
Various types of Internet services, such as Xiaomi cloud services, Xiaomi yellow pages,
Game distribution
Income from software promotion
Income from shares in invested Internet companies, such as shares in ZhiMi, ZiMi, Huami, and JiaYi Lianchuang ......
......... ...
Apple's various products are all personally handled by Apple itself, while Xiaomi takes the approach of cooperating with other enterprises, taking shares in other enterprises themselves, while other enterprises are assisted by various resources from Xiaomi.
Xiaomi's current plan is to replicate one hundred Xiaomi, that is, to include 100 companies in its own ecosystem. If this model can be sustained, Xiaomi will also include 1,000 or 10,000 enterprises into its own ecosystem.
Xiaomi is not big enough now, Xiaomi is cutting into the Internet from smart hardware. There are users of a variety of life data and the hardware roots of the Internet, millet advertising profitability prospects than Baidu with the prospect of search advertising;
And millet network as the sale of smart hardware e-commerce platform, the future of the open platform, to attract other merchants merchandise stationed, but also Taobao will be a big enemy;
Although the Mi chat has failed for the time being, but Xiaomi, if you make it bigger, with the The roots of the Internet's smart hardware, millet itself and Tencent division is also possible.
In the future, Xiaomi will become a strong opponent of BAT. As for how much it can achieve, depends on the creation.
I certainly hope Lei Jun succeeds, because his success means leading many companies to succeed, not just his own, which is good for China's industrial upgrading. Xiaomi gets shares and profits from other companies, which are assisted by Xiaomi's resources, and users get cheaper goods.
It's a tech department store
Department store
I think Xiaomi is an online tech company, and Xiaomi is growing from online marketing, and Xiaomi's ecosystem is really doing well, and it would even make me think that Xiaomi's non-cell phone tech products are better than cell phones