When "sales volume is the first", it implies the crisis of "going to other categories".
How did "sales first" come about? From foresight.
From the beginning, Xiaomi mobile phone aimed at the unique needs of specific consumer groups, that is, it must be low-priced but high-configured, that is, it must upload the configurations that can be found on high-priced mobile phones. Xiaomi first recognized this special demand, allowing consumers to enjoy the fun of technology with less payment.
Although this demand is special, the obvious and potential consumer groups are very large, which can be called popular demand, which was almost popular in that year. This is the natural basis and the first mobile phone sales!
Xiaomi also met this demand and became the number one seller.
How satisfied are you? I bought it and added a high configuration, so I bought a high configuration, integrated high-quality resources, and realized the "top matching", which made people shine and touched people's hearts. Yes, although the purchase price of the configuration is expensive, the price of the mobile phone is low and it is sold at cost.
Continue to sell at high prices and low prices, Xiaomi's kind market image has been established, and its reputation is unique, eventually becoming the first in sales.
Even if it is not sold through internet channels, Xiaomi will become the first, and making less money is also a big deal.
Xiaomi is undoubtedly a mobile phone manufacturer with great business vision. Yes, Lei Jun's business talent was exposed from the university.
The first sale didn't last long. It is known that as more mobile phone manufacturers have entered the cost-effective market, it is no longer just Xiaomi who sells high-priced and low-priced mobile phones. Moreover, Xiaomi is also distracted and divided into people. After hard work, it has become another first. Compared with glory, O and V, it is obviously not a pure mobile phone.
Although Xiaomi is still selling high-priced and low-priced mobile phones, so are other mobile phone manufacturers. The demand for popularization has been divided up by a large group of manufacturers, and no one faces and meets it alone.
Then, Xiaomi's mobile phone sales are no longer the first, just because it does not exclusively supply the public demand and does not focus on making mobile phones? Of course not.
Later, Huawei turned to make high-end mobile phones at the same time, which became the number one in sales. The sales in HONOR exceeded the sum of Xiaomi and Redmi, which proved another defect of Xiaomi in the future, that is, it did not turn around early, and at the same time devoted itself to "technical career" and was still striving for high quality.
As we all know, our products have no key core technology, and they are no longer the most touching and out of date. Especially among domestic mobile phone manufacturers, the most prominent thing is to sell their mobile phones with high-profile praise for the key core technologies they bought, which has been widely disliked, making people feel that Xiaomi's business ethics and businessmen have the strongest meaning and the strongest color. Although the price is still kind, the image and reputation have declined.
It is a good thing that Xiaomi mobile phone is now hitting the high-end mobile phone market, and it is not too late. But at the same time, we should really make practical efforts to realize the slogan of "building a career through technology" so as not to leave the impression that we are still marketing. Also, don't openly talk about friends, because friends have been striving for "technical independence" and have achieved partial autonomy, which is obviously higher than Xiaomi in technology, including but not limited to mobile phones.
Xiaomi used to have foresight, but now he should have self-knowledge. I really look forward to it!
Speak according to your conscience! ! ! Without the birth of Xiaomi brand in the world, ordinary people all over the world would look up and buy expensive smart devices.
Every time Xiaomi enters a field, the price in this field immediately drops. Ordinary people immediately have value-added items.
Ninety-nine percent of the black millet on the Internet is a water army.
The direct reason for the decline in Xiaomi's sales is that other brands have also begun to take the cost-effective route and robbed Xiaomi of his job.
Me, too. Rice noodles. I used Xiaomi 1, Xiaomi 3, Xiaomi 5 (now this passage is made of Xiaomi 5), and bought Redmi with more than 10 for my elders.
To be sure, George W. Milla lowered the price of the smart phone industry, and Xiaomi let me know what is cost-effective. I remember when Xiaomi 1 was released, the price was 1999. At that time, the price of almost all mobile phones was three or four thousand. I remember HTC, Samsung, Sony and so on. At that time, ZTE Huawei still paid by mobile phone. At that time, Huawei was not famous, and it was rubbish, and its focus was not on the mobile phone business.
Another thing worthy of recognition is that the full screen is also brought by Xiaomi. Although it was not the first one to make a full screen, it was true that after Xiaomi released MIX 1 generation, the full screen began to enter the public's field of vision and became a new generation trend. It's like Apple didn't unlock the fingerprint first, but brought it by the iPhone5s.
My current mobile phones are iPhone 7 Plus and Xiaomi 5 for work. Although the sales of Xiaomi have declined in the past two years, my next mobile phone will still choose Xiaomi or iPhone, and I will choose vivo OPPO.
I have to say that Xiaomi is a miracle company. In 20 14, the sales volume of mobile phones ranked first in China. In that year, Xiaomi's domestic mobile phone market share was 14%, and the total sales volume was150,000 units. In the same year, Samsung mobile phones only ranked second with sales of 6.5438+0.32 million units, and Huawei mobile phones have not yet formed a climate.
Time has passed, Huawei mobile phones dominate the domestic market, Samsung's domestic market has almost disappeared, and Xiaomi's domestic market appeal has been greatly reduced, ranking only fourth. So, how did Xiaomi mobile phone go from the first to the fourth?
Development course of Xiaomi mobile phone
It is very important for Xiaomi mobile phone to cut into the market and seize the low-end models through high cost performance. This field was not valued by Samsung and Apple mobile phones at that time, so Xiaomi mobile phone can quickly open the market. Xiaomi mobile phone successfully used online marketing means in the early stage to control the cost of mobile phones very low. The explosive growth of Xiaomi's mobile phone sales helped Xiaomi successfully realize its listing plan.
Although the sales volume of Xiaomi is higher than that of Samsung and Apple, its profit margin is far from that of these two companies (the positioning of mobile phone products is different). It is not unreasonable for Huawei to resolutely not go public. The successful listing of Xiaomi has made Xiaomi pay more attention to profitability. Therefore, Xiaomi will not invest a lot of money in research and development, which leads to the failure of the transformation of Xiaomi mobile phone to high-end products, and has always been branded as "fever" and "high cost performance". With the rapid growth of domestic economy, the potential consumer groups are quietly changing. People pay more attention to high-quality flagship models. At this point, only Huawei can compete with Apple and Samsung in domestic mobile phones. And the cost-effective models are gradually increasing, and Huawei, OPPO and vivo are also robbing these users. The decline of Xiaomi mobile phone is really helpless.
Xiaomi mobile phone shipments in the third quarter
Let's take China's mobile phone shipments in the third quarter as an example to see the current situation of Xiaomi's mobile phone!
The number one position in the domestic market has become Huawei, with shipments reaching 42.4% in the third quarter, with * * * statistics of 4 1.5 million mobile phones. Xiaomi's mobile phone market share is only 9%, and its mobile phone sales are only 8.8 million units. Compared with the same period, the sales volume dropped by 33%, which can be said to be more serious. No wonder Lei Jun said at the Xiaomi CC9 Pro conference that I hope everyone can support Xiaomi as well as supporting Friends (Huawei).
Is it possible for Xiaomi mobile phone to overtake in corners in the future?
At present, there is still a great opportunity for the development of Xiaomi mobile phone. One is the development of the Indian market, becoming the champion of mobile phone sales in India, and the other is the strength of the European market. Huawei's mobile phone market is blocked (the United States suppressed and Google banned the use of GMS service programs). I wonder if Xiaomi's mobile phone can seize this opportunity.
As for the domestic market, it is almost impossible for Xiaomi mobile phone to successfully turn over Huawei, and the gap between the two is already quite huge. However, the camera function of Xiaomi CC9 Pro mobile phone has tied Huawei's, and I don't know if it can bring new vitality to Xiaomi mobile phone sales.
How to treat the success and failure of Xiaomi mobile phone?
Welcome to leave a message to discuss, like a little attention.
However, Xiaomi's market share in China is getting farther and farther away from Huawei, and there is also a big gap between Xiaomi and VIVO He OPPO. It seems that Lu has been waving the flag in China for a year, and the sales of millet are getting worse and worse. Why?
On the one hand, Huawei has invested heavily in the China market and seized a large share. The growth of Huawei terminals in China has exceeded 60%, accounting for more than 40% of the mobile phone market in China, which will inevitably lead to the cliff-like decline of other smart phone manufacturers. In fact, we see that this is indeed the case. Everything is going downhill except Huawei.
However, the decline of millet is particularly serious. Apart from the main factor for Huawei to seize the domestic market, the secondary factor is that Xiaomi gradually loses popularity, which is related to a series of unreliable people recruited by Xiaomi doing unreliable things at the wrong time.
We often say that smart people do the right thing at the right time, and so do enterprises. A series of executives of Xiaomi Company were crazy when the United States sanctioned Huawei, and there was no lower limit for discrediting Huawei. No matter what the motive is, this is a bit of a slap in the face, indicating that the enemy is fast, so it also causes many Xiaomi fans to turn black.
And Xiaomi's executives are sometimes completely black for the sake of black. Recently, whether it is smearing Huawei's glory smart screen or smearing Huawei's glory V30 photos, the final result is that people find that Xiaomi's blackness is a malicious attack and their own deception. It's even more disgusting for customers to blame others. You know, there can't be no lower limit to hype, and thieves can do it!
So I think Xiaomi's product is still a good product, just because I did the wrong thing at the wrong time. Moreover, a technology company doesn't do a good job in the product, making a mess of the marketing of a good smart phone, rolling around, being arrogant, hitting the face repeatedly, and even insulting consumers. I believe that more and more people will not like this kind of company.
Therefore, it is difficult to guarantee that Xiaomi's mobile phone sales will further decline in the future, and it is also difficult to guarantee that Xiaomi's AIoT strategy will be hit hard in the next step. I think it is difficult for an enterprise to continue to develop because of its wrong attitude and incorrect views.
Actually, I want to ask, is Xiaomi still the millet born for fever? Or has it become a naturally discredited millet?
Xiaomi mobile phone first used the online sales model of "hunger marketing" to enter people's sight. Many people were not ashamed of this marketing method at first, but Lei Jun was born in sales after all, and this method is also a professional counterpart!
Then, since its establishment, Xiaomi mobile phone has hit the market with cost performance, so that many ordinary people can afford high-end mobile phones. So now looking back at this "hunger marketing" model is actually a kind of "white lie", because Xiaomi mobile phone, no matter how good, must first enter people's field of vision!
Judging from a global smartphone shipment and ranking in the third quarter of this year, Xiaomi mobile phone ranked fourth. Xiaomi's sales performance declined this year, far lower than that of Apple ranked third, and OPPO also showed signs of catching up. The difference between the two shipments is only 500,000 units. The main reason for the decline is that Xiaomi's model is not very popular this year, and its appearance lacks innovation ~
However, as a relatively people-friendly mobile phone brand, it is very cost-effective. Without the "spoiler" of Xiaomi mobile phone, I think the water content in the mobile phone market will be much larger than it is now. For example, a mobile phone with a price of 5,000 yuan will actually drop by more than 1000 yuan in a few months, which shows how much water there is. Although the price of Xiaomi's new machine will be reduced after a period of listing, it will definitely not drop so much, because the initial price is not high!
Generally speaking, thanks to Xiaomi mobile phone, ordinary people can also afford high-end mobile phones. As long as Xiaomi exists for one day, I will support you for one day, and those five or six thousand mobile phones can go to hell. I can't afford the money, but I don't want to be a sucker!
Those who maliciously discredit Xiaomi, take a break, be kind, and don't forget your roots!
With the arrival of 5G network, I hope that the sales of Xiaomi mobile phone will bring good results next year. Come on!
Let me share my opinion.
I don't know when Xiaomi started to walk in the sewer, but I felt that it fell down at once, and the speed was very fast.
I feel that the cost performance has reached the ceiling. Now OV is also taking the cost-effective route, which is more cost-effective than Xiaomi. In this case, the Xiaomi moat will no longer exist, and naturally everyone will have more choices, which will definitely have an impact on the sales of Xiaomi.
There is also the feeling of cost performance, which always castrates something. Take the newly released CC9Pro as an example. Thanks to the camera group with 65.438+0 billion pixels, Xiaomi DXO is the first in photography evaluation, which is very good, but many evaluation experts are waiting to take pictures when they use it to take photos with 65.438+0 billion pixels, and the imaging has been going around in circles. It stands to reason that the 855 chip will not be so bad, but Xiaomi is here to give you a price/performance ratio.
Xiaomi's success is cost-effective and failure is cost-effective, which is probably the reason.
If Xiaomi doesn't make a mobile phone, you may have to spend more than 5,000 yuan on e-waste. Before Xiaomi, sales just met the market demand at that time. With the improvement of people's living conditions, more and more people need high-end mobile phones. Xiaomi has been exploring and changing, exploring the future of mobile phones belonging to Xiaomi.
The development of Xiaomi mobile phone has reached a bottleneck, just like it is at a low point now. The recent Xiaomi MIX Alpha and the Xiaomi camera phone Xiaomi CC9Pro released today are good proofs that Xiaomi is constantly exploring the road of mobile phones that fit the market and belong to Xiaomi's characteristics. I hope that Xiaomi mobile phones will accumulate again, and then everyone will see different Xiaomi mobile phones.
Xiaomi mobile phone performed weakly in the domestic market in the third quarter, but remained fourth in the whole international market. I believe Xiaomi will return to the king after a short repair. We have no reason to doubt the wisdom of listed companies, let alone Lei's strategic thinking. Look before you leap, Zhi Zhi will understand later. Come on, Xiaomi!