Problems in the New Retail of Xiaomi Home

In the next 3-5 years, Xiaomi has many certain things to do. For example, Lei Jun set a goal a year ago, and in the next three years, Xiaomi House will open to 1000. According to the current expansion rate, it seems that this goal can be achieved in two years. However, Xiaomi also has many uncertainties, one of which is-in what form should Xiaomi's products go online? Xiaomi Youpin has been renamed twice. At first, it was called Mijia Youpin, and later it was renamed Youpin. Nowadays, with the addition of "Xiaomi" IP, brand awareness has undoubtedly been strengthened again. However, the clear positioning of the "explosive product" model does not mean that Xiaomi can naturally copy Xiaomi's home to open a shop. From smart phones to smart homes to all kinds of consumer goods, Xiaomi is making every effort to broaden its product boundaries. Among them, eco-chain enterprises play a similar "pioneer" role. The principle of Xiaomi's investment in eco-chain enterprises is "holding shares but not holding shares". As of the signing date of Xiaomi's CDR prospectus (20 18 06 13), Xiaomi has invested in more than 2 10 eco-chain enterprises, of which more than 90 companies focus on the research and development and production of intelligent hardware products. Lei Jun once summarized the Xiaomi model as a triathlon model of "hardware+new retail+Internet service", involving hardware business, and promised that the comprehensive net profit rate from 20 18 would not exceed 5%. However, this indicator has little to do with Xiaomi. "This figure refers to Xiaomi or Mijia brand, which is a self-operated product. The product adopts the commission model of the e-commerce platform, and the income is gross profit. " Gao Ziguang, vice president of Xiaomi ecological chain and general manager of Xiaomi Youpin, once told 36Kr. Specifically, Xiaomi and eco-chain enterprises jointly design and develop products, and the latter organizes product production. According to the cooperation agreement, the eco-chain enterprises will sell the above products to Xiaomi after production, and Xiaomi will sell them through its own channels and third-party distribution channels. The two parties share the sales revenue according to the agreed proportion. The products of eco-chain enterprises and Xiaomi trading mode can be divided into two categories: one is Xiaomi brand and Mijia brand products, and the other is eco-chain enterprises' own brand products. According to Xiaomi CDR prospectus, most of the eco-chain products sold by Xiaomi are Xiaomi brand or Mijia brand products, and there are relatively few self-owned brand products of eco-chain enterprises.