This time, let's review the experience of Xiaomi brand in 2020. The following are some memorabilia about Xiaomi this year for your reference:
On June 2, 2020, at 65438, the former vice president of Lenovo Group and the head of mobile phone business joined Xiaomi.
20201October 28th, 65438, the Indian market report of a data research company was released on October 20th19th, and Xiaomi continued to rank first, with an overall market share of 28%, up 5% year-on-year.
On February 3, 2020, Xiaomi held an online press conference to release the Xiaomi 10 series.
On May 9, 2020, Liu, the former CEO of Storm TV, joined Xiaomi as the general manager of Xiaomi TV Department.
On June 2, 2020, Jeffrey Yang, who had worked for Motorola, Samsung, TCL, Huawei and Meizu, joined the company as the vice president of Xiaomi Group and the chief marketing officer (CMO) in China, and was fully responsible for the marketing strategy formulation and brand building in China.
On July 29th, 2020, Adam Gao, former executive vice president of ZTE and CEO of ZTE Mobile, former global executive vice president of Ziguang Group, president of Ziguang Co., Ltd. and CEO of Ziguang Zhanrui, joined Xiaomi.
On August 10, 2020, Fortune Chinese website released the list of Fortune 500 in 2020, and Xiaomi Group ranked 422nd.
On August, 2020 1 1, Lei Jun, the 10th anniversary of Xiaomi Group, gave his first public speech in Xiaomi Science Park. Lei Jun, Chairman, Founder and CEO of Xiaomi Group, delivered a speech with the theme of "Walk Forward". At the same time, Xiaomi 10 speed commemorative edition was released.
On August 26, 2020, Xiaomi Group announced its financial report for the first half of 2020, and its revenue exceeded market expectations.
On June 5438+065438+1 October 12, 2020, Xiaomi Company announced that it would165438+1October11.
On February 2, 2020, at 65438, Xiaomi Group issued an internal mail announcing the establishment of the Group Office. Wei lai, the former director of CEO's office, served as the director of the office and reported to CEO.
On June 5438+February 65438+February 2020, Xiaomi Group announced the latest organizational structure upgrade and cadre appointment, and newly established three Internet-level departments-Software and Experience Department, Internet Business Department and Business Center Department.
On February 23rd, 2020, the market value of Xiaomi Group broke through the100 billion USD mark for the first time.
As we all know, this year marks the 10th anniversary of Xiaomi's founding, and Reebs also gave a public speech on August 1 1. Compared with other domestic mobile phone manufacturers, Xiaomi's qualifications are not old, but it is developing rapidly. Although its foundation is very small, it has become a behemoth in just a few years. However, at the stage of the rapid development of the company group, the internal and external troubles faced by Xiaomi deserve our in-depth analysis. Since 20 14 first contacted Xiaomi, we have been observing this relatively "special" company and taking this opportunity to share our views briefly.
The Gains and Losses of Xiaomi's The Avengers
First of all, let's make a simple re-offer for Xiaomi's The Avengers. After all, compared with the boring sales figures, Xiaomi's signing strategy has been searched many times this year. In this year, the old qualifications of the mobile phone industry continued to enter the list of Xiaomi executives.
As early as 2065438+the beginning of 2009, Lu, the former president of Gionee Group, joined Xiaomi as the vice president of Xiaomi Group and the general manager of Redmi Redmi brand. After nearly two years of "bloody fighting", he achieved good results.
On June 2nd this year, 65438, as Lei Jun announced that the former vice president and head of mobile phone business of Lenovo Group had joined Xiaomi, Xiaomi's "The Avengers" team gradually entered a new recruitment era.
On May 9th, Liu, the former CEO of Storm TV, joined Xiaomi as the general manager of Xiaomi TV Department.
On June 2nd, Jeffrey Yang, who worked for Motorola, Samsung, TCL, Huawei and Meizu, joined us as the vice president of Xiaomi Group and Chief Marketing Officer (CMO) in China, and was fully responsible for the marketing strategy formulation and brand building in China.
On July 29th, Adam Gao, former executive vice president of ZTE and CEO of ZTE Mobile, former global executive vice president of Ziguang Group, president of Ziguang Company and CEO of Ziguang Zhanrui, joined Xiaomi as vice president of Xiaomi Group and president of mobile phone department, responsible for mobile phone product development and supply chain.
In addition, industry leaders such as Wang Xiaoyan, founder of Zanthoxylum bungeanum, and Miao Lei, founder of Nubia, also gathered under Xiaomi's banner. Among them, Wang Xiaoyan served as the vice president and general manager of Xiaomi China Second Sales Department, and Miao Lei served as the director of Xiaomi Camera Department.
At first glance, Xiaomi's The Avengers is really top-notch. After all, they are all veterans who have been in the industry for many years. Everyone has had brilliant experiences and hopes to shine in Xiaomi next spring.
So, have all the members of The Avengers realized their dreams? The answers are not all ideal.
It is understood that some time ago, Lenovo accused the Great Wall of violating the Non-competition Agreement, and the arbitration tribunal in Haidian District of Beijing also made a resolution: The Great Wall should return the economic compensation and corresponding shares worth 5.25 million yuan that Lenovo has paid, and at the same time require the Great Wall to continue to perform the non-competition agreement. However, this incident has subsided in the later period, and Chang Cheng continues to perform his duties in Xiaomi Group.
Coincidentally, on February 2, 65438, a letter of appointment from Xiaomi was exposed. Among them, "Pan Jun is the general manager of TV Department" is doubtful. According to many sources, the reason is that Liu is involved in the financial company related to his former owner Storm TV due to thunderstorm, and is cooperating with the police investigation, so he is temporarily unable to exercise his management duties.
In addition, on June 5438+065438+ 10, due to physical reasons, Jeffrey Yang voluntarily applied to resign from the management position, and now she is the marketing consultant of Xiaomi Group in China.
Xiaomi's internal personnel structure was also adjusted at the beginning of February, 65438, and the general office of the group was announced, including the senior management team and related support departments of the group, including the appointment of Pan Jun as the general manager of the above-mentioned TV department.
According to our observation and understanding for many years, the reason why Xiaomi has adjusted its personnel structure many times and frequently introduced executives from outside should be because it successfully went public in just ten years and became an industry giant. Under such a high-speed development momentum, a very important problem began to appear. This is that the group company has been established for a short time, and the speed of talent training and employee growth can't keep up with the development speed of the company. In this way, introducing talents from outside is a quick choice to fill the vacancy.
However, there are gains and losses, and it is no problem to introduce high-quality personnel from outside, but whether the company can match the corresponding positions and quickly integrate into the team is the direction that the company should consider more. In view of the comprehensive performance of The Avengers this year, Xiaomi may continue to strengthen the training of its internal staff next year. After all, it is not necessarily a better choice for employees who can advance and retreat with the company, have high loyalty and strong acceptance.
Of course, with the passage of time, when the members of The Avengers get rid of their own factors and integrate into the team, it does not rule out the possibility of making great achievements in the future.
Xiaomi mobile phone has been ups and downs for ten years, and the high-end road will be officially opened in 2020?
Next, let's go back to Xiaomi's most important business segment-mobile phone. You can say that some popular Xiaomi models are often not available, but it is undeniable that the sales of Xiaomi mobile phones are like rockets: from the sales of 300,000 units of 20 1 1 to the skyrocketing of 201120,000 units, ranking first in China. In 20 16, Xiaomi suffered from Waterloo, and its sales volume became one of the best in China. After a period of depression, the sales volume of Xiaomi mobile phone in 20 17 years climbed to 9 14 10000. Last year, Xiaomi mobile phone continued to rank fourth in the world with shipments of 6.5438+24.8 million units.
However, by 2020, due to the well-known black swan incident, many mobile phone manufacturers got off to a bad start, and Xiaomi was naturally not spared. This year's Q 1, in fact, Xiaomi was frustrated again. According to the report released by IDC, the shipment of Xiaomi in China market is only 7 million units, down 33.8% year-on-year. In Q2, the global shipment of Xiaomi mobile phones was 28.5 million units, down 1 1.8% year-on-year. The key factor is that Xiaomi's sales in the Indian market decreased by 50% year-on-year. In Q3, according to the data of research organization Counterpoint, Xiaomi returned to the top three in the world with a share of 13%, while Apple, which was originally the third, fell to the fourth with a share of 1 1%. As for Q4, due to limited friends and other reasons, the sales volume of Xiaomi mobile phone will not be lower than expected.
From fledgling to confronting industry giants, the growth rate of Xiaomi mobile phone in just ten years is really amazing. Aside from the "new species", Xiaomi does not have a template that can "draw a gourd ladle", which is enough to explain the uniqueness of Xiaomi. However, the high sales volume of Xiaomi mobile phone is based on the advantage of cost performance. If Xiaomi wants to enter the high-end market, he must find his own position outside the cost performance. Of course, Xiaomi has been working hard and constantly trying.
Until this year, Xiaomi may have really broken through the shackles brought by the cost-effective label, and the selected nodes are particularly intriguing. On the occasion of the 10th anniversary of Xiaomi's founding, Xiaomi has greatly adjusted its product line, leaving the cost-effective label to Redmi, while streamlining its own product line, which can almost cover the high-end version (Xiaomi 10 Extreme Commemorative Edition), the standard version (Xiaomi 10) and the youth version (Xiaomi Youth Edition 5G).
In terms of price, the price of Xiaomi 10 Extreme Commemorative Edition starts from 5,299 yuan, which is a suitable high-end price, while the price of Xiaomi 10 series has increased to 3,999 yuan, which makes people directly understand Xiaomi's intention this year. As for the next Xiaomi 1 1, the price will be higher than Xiaomi 10 because Snapdragon 888 is the world premiere. "Double Flagship in One Year", Xiaomi's high-end road may be officially opened from 2020.
Having said that, I have to mention Xiaomi 10 series and Xiaomi 10 Supreme Commemorative Edition. Xiaomi 10 Pro and Xiaomi 10 speed commemorative edition once ranked first in the camera rating published on DXOMark website. It is necessary to know that the camera level before Xiaomi's mobile phone has always been its shortcoming, and it can be humiliated in the DXOMark ranking, indicating that Xiaomi has good intentions, the comprehensive product strength continues to improve, and the product strength drives the reasonable price range, thus reaching a higher price range.
Objectively speaking, we personally evaluated Xiaomi 10 and Xiaomi 10 speed commemorative edition. The product performance is really remarkable, and it is reasonable to sell well.
In addition, the launch of Xiaomi 10 speed commemorative edition this year is the best evidence that Xiaomi continues to explore. The exquisite packaging design is amazing. It turned out that Xiaomi finally understood that "Buddha depends on gold and people rely on clothes." Indeed, Xiaomi mobile phone also pays more and more attention to its "product packaging marketing". For example, it is doubtful that there is a leather protective case in mobile phone accessories that does not conform to its brand tonality. Does this mean that Xiaomi continues to plan to attack the high-end market and then grab the high-end user group of Huawei mobile phones? However, this is only a guess. After all, creating brand added value is not a day's work.
But unfortunately, Yang Tuo should have been the "guide" of Xiaomi's high-end road, but it seems that Master Yang's marketing strategy is not effective for today's young consumers. The person who pushed Xiaomi to the high-end market by himself is still the person who is super fluent in English-Reebs. At the Xiaomi 10 conference, he solemnly publicized that Xiaomi mobile phone officially hit the high-end market.
It is certain that Xiaomi mobile phone will hit the high-end market. As for success, according to Xiaomi's financial report data, the ASP (average selling price) of Q2 Xiaomi smartphone is116.3 yuan, which is1.8% higher than 998.7 yuan per smartphone in the same period of 20 19.
The situation of mobile phone business is good, but the card is still an ecological chain plan.
If people who are not familiar with Xiaomi are likely to think that "Xiaomi is going to make a mobile phone", this "wrong" view is still firmly believed by many people today. In fact, since its birth, Xiaomi's business map has spread all over mobile phones, IoT, new retail and other fields, especially the smart home products that are relatively hot now, mainly relying on Xiaomi's ecological chain plan.
In fact, the layout of Xiaomi's eco-chain can be traced back to the incubation of the first eco-chain enterprise, Mizi, in 20 13 (Xiaomi started the eco-chain plan as early as 20 14). At that time, Xiaomi estimated that only Reebs firmly believed that the Internet of Things industry would break out at some point in the future. At that time, Xiaomi mobile phone had accumulated almost 654.38 billion active users, so Reebs planned to build more "Xiaomi".
It is worth mentioning that although Xiaomi was established late, it was only ten years this year, but with the early layout of the Internet of Things, it has achieved good results. According to the data of iResearch, by the end of 20 19, Xiaomi ranked first in networking equipment (excluding mobile phones and laptops).
Moreover, companies that have joined the Xiaomi ecological chain have also set off the banner of Xiaomi's revenue. According to Xiaomi's 20 19 financial report, the revenue of Internet of Things and consumer goods reached 43.8 billion yuan, accounting for 25% of the total revenue, and this data has maintained a growth rate of more than 80% for three consecutive years, and the total revenue is second only to the mobile phone business.
In recent years, in addition to Xiaomi, Huawei, OPPO and vivo are actually actively deploying smart homes and smart wear markets in addition to mobile phone business, showing how hot the Internet of Things market is. Moreover, looking at the international market, Samsung has already been deeply deployed in the fields of home appliances and smart wear, and Apple is also catching up.
However, Reebs clearly understands that a company's energy is limited, and the diversified expansion of Zhang Zhilu can easily drag down the progress of its core business and even affect its core competitiveness. 20 15 Ribes also said, "The competition of mobile phone hardware should be multi-dimensional and focused, which is the purpose of our investment in the ecological chain. Xiaomi should restrain expansion, focus on the core and make steady progress. "
Nowadays, the effect of Xiaomi's ecological chain layout is very significant. Of course, from the outside world, Xiaomi will try his best to support enterprises in the ecological chain, but many requirements put forward for them are like a fence. Enterprises living in the fence want to go out, while enterprises outside want to go in. However, Xiaomi's attitude towards eco-chain enterprises is still very tolerant, and even allows everyone to establish their own independent brands and let everyone do what they want with Xiaomi's support.
In fact, for Xiaomi, eco-chain enterprises are hundreds of "little rice" or "little rice". In this big family, Xiaomi is the absolute leader, responsible for the normal operation of the whole huge system. At its root, Xiaomi has no intention of trapping these enterprises. He just wants to get a card in advance and keep one for himself in the more competitive future.
Write it at the end
Xiaomi's share price has been rising all the way recently. On February 23rd, 65438, its market value successfully reached a record high of 1000 billion USD. For Xiaomi Group and Reebs himself, this belongs to Xida Puben. It can be said that Xiaomi is in the best stage since its listing.
In Xiaomi's 10th anniversary speech, Lei Jun also revisited the ten-year history of Xiaomi's founding, reiterated the "three iron laws", promoted new partners, launched the entrepreneur plan for the new decade, and upgraded the "mobile phone AIoT" strategy. And once again, the golden sentence, "success is often not planned, and crisis is an unexpected opportunity." In my mind, Reebs is a "heartless person" who dares to jump out of the comfort zone first, and Xiaomi is also a company that dares to fight and do.
However, after many baptisms, Reebs's words have changed a lot, from "life and death don't matter, just do it if you don't accept it" at the beginning of the year to "spring is not a flower, but a hundred flowers blossom", which shows that his mentality has changed a lot, and of course it may be that Reebs really survived.
In addition, Xiaomi also released the first official authorized biography "Go Forward" on the occasion of the tenth anniversary, and Reebs personally told the ten-year passion. It can be seen that Xiaomi also learned to "make a statement" after "meritorious service". After all, Xiaomi does not have a profound history, and there is still much room for improvement in brand value. By making a statement, Xiaomi can expand its influence and enhance its brand value. Just as successful people like to publish autobiographies, a great company needs an autobiography to "enhance its value".
Not surprisingly, Xiaomi's mobile phone 1 1 will be the perfect ending for Xiaomi this year, and next year, as long as there is no black swan incident, Xiaomi should have more opportunities.