Who is hurt by Xiaomi's "who wins the world"?

165438+1On October 25th, a big event happened in Xiaomi: a Xiaomi executive lost his seat because he said "diaosi".

It happened on 2 1 at the talent development forum of leading enterprises in China. Wang Meng, vice president of Qinghe University of Xiaomi Group, said that Xiaomi believed that "in the future, the diaosi person will win the world".

After this sentence spread to the Internet, rice noodles quit:

"For eight years, I always thought I was a rice noodle. Outsiders called us diaosi, but I refrained from crying. I didn't expect the brand official I always loved to think that we were diaosi. "

"Consumers can laugh at themselves, but businesses say consumers are quite disrespectful."

It stands to reason that the person in charge of a company is the top Internet company in the haunted area. Because the executive said, "Are you okay?"?

I'm afraid. I'm afraid I'm here. The boss is trying to wash the floor himself, but his people are throwing dirty water with their lives.

165438+1October 19 In the early morning, Lei Jun showed off a wave of Versailles operation in Weibo: at the Yabuli Forum last night, I told entrepreneurs several common misunderstandings about Xiaomi in society.

Yabuli Forum, where popular entrepreneurs gather.

Lei Jun only explained the misunderstanding in such a "high place". Three days later, Xiaomi's executives began to deepen their misunderstanding.

For a time, Lei Jun Weibo commented that the wind direction in the region has changed greatly:

Having said that, isn't Xiaomi's reputation always like this? Does Lei Jun feel wronged?

Recalling that night five years ago, Lei Jun and Xiaomi were so excited that they couldn't sleep all night, because they became the "machine emperor" in Diaosi's mind.

0 1

2015165438+10 month10 day got dark bit by bit.

In the building of Beijing Qinghe Xiaomi Company, Lei Jun took a bunch of millet backbones of the company and lit a wick.

He held incense high above his head and made three pious obeisances to Guan Gong.

Then, this group of technicians worshipped the Tmall doll, the transport model and the transport model in turn.

With a bow, everyone trotted back to work, and no one was joking. Everyone knows that Xiaomi 5 is postponed. Whether it can achieve the annual selling price of 1 100 million yuan depends on the Double Eleven.

"Xiaomi's double eleven is not only 1 11day, but11day at the beginning of October." Lei Jun inspires all employees.

Lei Jun looks serious.

Previously, Lei Jun had a reputation for hunger marketing. The Monkey King has been wearing this hat for several years. It's time to take it off.

He announced to fans early that Xiaomi had prepared enough goods for this carnival.

Half a month ago, employees set up rows of camp beds in the company and piled tens of thousands of cans of red bull drinks into a mountain.

Xiaomi has prepared a purchase subsidy of 65.438+0 billion yuan, which is the No.654.38+0 among 3C electronic brands.

"Crazy! Really crazy! " The designers of the copywriting team scratched their heads. Several people have been working for 45 days to optimize the page.

Lei Jun often "parachutes" the copywriting team, and he personally checks everything from page structure to font color.

A few hours before the start of the Double Eleven, Lei Jun called the design team together again: "There are still a few places we can change." .

Everything is ready, just to hit the sales champion.

But what Lei Jun didn't expect was that Meizu ranked first, Huawei ranked second, and Xiaomi only got third before 12 hours starting at 0: 00 on June 5438+065438.

After noon 12, Meizu was out of stock, and Xiaomi seized the opportunity to overtake. But Xiaomi only grabbed the second place.

There are more than two hours left in the Double Eleven, and Xiaomi is still stuck in the second place.

"In the past, Double Eleven was how we wanted to play. This year ... "Lei Zhu, the then sales president, was a little depressed, he murmured.

Lei Jun took out his calculator and calculated repeatedly with a frown. He gritted his teeth and temporarily decided to release another wave of mobile coupons: Xiaomi's full range of mobile phones dropped to 50 yuan.

Don't underestimate 50 yuan, the more cost-effective the product, the more sensitive it is to price.

In the last hour, the gap between Xiaomi and Huawei gradually narrowed; In the last half hour, Xiaomi turned over for the first time.

But it was soon surpassed. At the last 10 minute, the first place is still changing. ...

When the bell rang at 24 o'clock, Xiaomi finally stood at the top of various e-commerce platforms.

When the ranking was decided, Xiaomi's headquarters burst into fierce cheers, and some employees burst into tears on the spot.

In this 24-hour campaign, Xiaomi, as a four-year-old company, * * * sold1160,000 mobile phones, nearly 200,000 more than Huawei.

Xiaomi became the "machine emperor" and sealed the gods.

"We have changed from a chaser in the industry to a catch-up goal in the whole industry." Half a month later, Lei Jun wrote in an internal letter.

However, Lei Jun is not the first time to be a god.

Before Xiaomi was founded, Lei Jun was a child of other people's family and stood on the top of the mountain.

"At that time, my life was really complete!" Lei Jun said.

1987, Lei Jun from high flyers, Hubei Province successfully passed Wuhan University. This year, he was ignited by a "Silicon Valley Fire".

Lei Jun lay down after reading, then got up and turned over the books, and then got up and turned over the books. He was so excited that he didn't sleep for several nights "There is a flame burning inside."

Inspired by this book, he set himself the first short-term goal in life: to complete the course within two years. Therefore, he gave up the habit of taking a nap.

When I was a junior, Lei Jun's classmates were still rushing around the credits in the teaching building. The program "Homework" written by the genius Lei Jun has been written into the textbook of Wuhan University.

After the short-term goal is completed, Lei Jun wants to do something bigger: change the world.

Fortunately, he is not only a genius, but also a model worker.

At the beginning of 1992, Lei Jun joined Jinshan Company at the invitation of Qiu Bojun.

As soon as he entered Jinshan, Lei Jun was immersed in the company. He works 16 hours a day, 6 days a week, and only 4-5 hours a day.

In 6 years, I was promoted from manager of development department to deputy general manager, and soon to general manager.

Two years later, with the equity reorganization of Jinshan Company, 3 1 year-old Lei Jun has become the president of Jinshan.

June 65438+10/October 65438+June 2007, Jinshan was listed in Hong Kong. At this time, Lei Jun, as the chairman of the board, got shares worth more than 600 million Hong Kong dollars, realizing financial freedom.

At this time, he was only 38 years old.

However, the rivers and lakes have changed at this time.

02

One month after Jinshan went public, in June 2007, 1 1, Alibaba was listed on the Hong Kong Stock Exchange. On that day, Alibaba's market value was as high as 26 billion US dollars.

Compared with the wealth of others, the freedom of one's own wealth is too obvious.

Recalling 1998, 29-year-old Lei Jun is the general manager of Jinshan and the man of the hour in Zhongguancun. At that time, Ma Yun was still shouting "liar" to raise money for China Yellow Pages.

At that time, Ma Yun came to Lei Jun for financing. Lei Jun, who was busy at work, refused him and said, "It was not easy to see you at that time."

More than Ma Yun? That year, Ma was still busy promoting his own developed stock bully card; Li Yanhong also works in a search engine company in Silicon Valley; Zhou Honghui made small achievements and founded Beijing 3721 Technology Co., Ltd. ..

However, in a blink of an eye, these people have grown into the overlord of the Internet industry.

On a snowy night in June, 5438+February, 2007, in a pub near Zhongguancun, Beijing, friends got together to drink, wishing Lei Jun his 40th birthday and celebrating his financial freedom.

Lei Jun is considerate of all the fuss.

"I just started at the age of forty, what are you afraid of!" Li Wanqiang, general manager of Jinshan Company, told Lei Jun. ..

In fact, Li Wanqiang has already noticed the change of Lei Jun. ..

"Once he came back and said that he was not used to this state. He asked me how he became a retired veteran cadre. "

"After Jinshan went public, Lei Jun was lonely and said he was lost. He gets up every morning and doesn't know what to do. "

A few days after the party, on February 20th, 12, Jinshan received Lei Jun's resignation letter.

Colleagues are very surprised. Lei Jun has always said that he can't live without Jinshan. How can he leave now?

In order to keep Lei Jun, Qiu Bojun talked to Lei Jun several times. He summed up Lei Jun's core appeal: "How many 16 years can a person have in his life?"

Lei Jun worked hard in Jinshan from college to 2007 16 years.

Although Lei Jun got shares worth HK$ 600 million, can HK$ 600 million be compared with US$ 26 billion?

At that time, under the pressure of piracy and Microsoft, Jinshan could only "support the war with war" and fight "guerrilla warfare" to take over projects that giants and pirates did not do.

I don't know where we can produce food. We want to live and get paid. We wander between ideal and reality ... "

Jinshan has not become a world-class enterprise, and Lei Jun is very sad.

After the birthday party, Lei Jun made up his mind to "fight to the end" and realize the dream of a first-class enterprise in this life. He left Jinshan to start a second business.

In order to find the crux of Jinshan, Lei Jun thought at home for three years.

"In the past three years, I have been reflecting every day. I woke up one day and realized that to achieve great success, it is far from enough to rely on diligence and hard work. " 20 10, Lei Jun expressed his feelings in Weibo.

He used his entrepreneurial experience in the first half of his life to concentrate: "When the typhoon comes, pigs can fly to the sky."

What is the typhoon in 2 1 century? In Lei Jun's view, it is the Internet.

"We have experienced too many opportunities of the times. China's PC industry started, and China's Internet industry started. We have so many historical opportunities. I didn't do the right thing at the right time. "

However, the typhoon on the Internet has turned into the Red Sea. What Lei Jun is looking for is the next vent.

Li Wanqiang followed Lei Jun as soon as he heard that he wanted to start a business.

"Do you know what I want to do? Just come with me! " Lei Jun asked him.

"You want to be a mobile phone!" Li Wanqiang answered without thinking.

According to his statistics, during the period of 16, he replaced 53 mobile phones. Change three or four mobile phones a year on average. He felt that the potential of consumer electronic products should not be underestimated.

However, what Li Wanqiang didn't expect was that Lei Jun would use Internet thinking to do consumer electronics.

In 20 10, Lei Jun announced the establishment of Xiaomi.

In the second year, Lei Jun entered the mobile phone market with 1999 yuan of millet.

Cancer! Broken jar and broken fall! Seeing Lei Jun's booming business and ultra-low prices, the industry leaders unanimously denounced Lei Jun..

Because at that time, new domestic mobile phones cost three to five thousand yuan, and the iPhone was once fired to more than six thousand yuan.

However, Lei Jun did not stop. He thinks that China Cool Alliance and Blue Green Brothers will speed up the layout of 2000 yuan stalls, and the low-priced highland of Xiaomi 1 will soon fall.

Only by continuing to copy the bottom can we hold our position. Lei Jun began to conceive a smart machine with a gear of 1000 yuan.

Two years later, Lei Jun successfully launched the Redmi series, priced at 699, 599 and 499 yuan, which is too low to be like a genuine smart machine or even a smart machine.

However, Redmi 1 sold 65,438+units in the first batch, and the number of scheduled customers has exceeded 9 million. More than 90 people compete for 1 Redmi.

Although the bosses are half dead, it is not them that Lei Jun really defeated. In other words, Xiaomi eliminated his peers' smartphones.

03

Whose market did Xiaomi occupy?

shanzhai phone

Although there is no table on the cottage, when Lei Jun is still ringing the bell for the listing of Jinshan Hong Kong, it is a well-deserved "machine emperor" in the domestic smart phone market.

In 2007, the mobile phone sales of China Shanzhai reached 65.438+0.5 billion units, accounting for 654.38+0.3% of the global mobile phone shipments.

When it comes to shanzhai, we can't help but mention Huaqiang North in Shenzhen.

This street, which is less than one kilometer long, once gathered 30,000 electronic products stores and 2/kloc-0 large stores with an area of over 10,000, with a daily passenger flow of 500,000 people and annual sales of 37 billion yuan.

The reason why Huaqiang North's cottage machine is bullish is because its product performance is brutal and powerful: super-large sound; 8 horse-drawn lanterns; Dual card dual standby; MP3MP4MP5……

In other words, nothing is impossible except the unexpected.

The key point is that a new smart phone costs three or five thousand yuan in the market, while in Huaqiang North, you can take away the "same paragraph" as long as one or two hundred yuan.

MediaTek, the "father of shanzhai", is the reason why manufacturers in Huaqiang North can achieve ultra-low price shanzhai. They buy cheap chips from MediaTek and assemble them with cheap hardware. Here's the thing.

But they didn't expect, 20 1 1, MediaTek transformed and stopped hanging out in the cottage. Run to the real factory and never look back. The low-cost advantage of the cottage collapsed, and the price rose from one to two hundred to five or six hundred.

If the price of real mobile phone is the same as that of fake mobile phone, who will choose fake mobile phone?

As soon as the price of the cottage machine increased, the outlet of Xiaomi arrived.

After the sale of Redmi, Huaqiang North closed the pavement of14, and the "empty paving tide" appeared for the first time. The half-year net profit of major shopping malls fell by more than 10%. The media called Lei Jun a "copycat killer".

To this end, the cottage also launched a crazy counterattack against Xiaomi.

In 20 15, a "Xiaomi franchise store" was opened in Seoul, Korea. Xiaomi officially replied that the store was a cottage, and a cottage incident broke out in Germany as far away as Europe.

Before the problem of German shanzhai was solved, imi quickly opened its popularity in Thailand and Southeast Asia. Imi's logo and dolls are very similar to Xiaomi's ...

30-40% of Xiaomi mobile phones on the market are fake. The fake rate of Xiaomi charging treasure is as high as 80%. The cottage machine made Lei Jun complain.

At the 20 17 meeting, lei jun denounced the cottage machine.

However, as soon as Lei Jun put down the "cottage chaos", his supply chain was on fire.

After the 20 15 emperor's war, Xiaomi's mobile phone sales began to decline sharply. Xiaomi, led by genius Lei Jun, is in a good situation. Why did he suddenly encounter a crisis?

Supply chain.

Around the Spring Festival of 20 15, Japanese mobile phone material suppliers flew to Beijing to meet Lei Jun as scheduled, but there was a problem in the coordination of supply chain departments, which made Japanese suppliers wait at Xiaomi headquarters for three hours.

Xiaomi held a supplier meeting, and several suppliers didn't wear clothes made by Xiaomi. In the photo session, the head of Xiaomi supply chain pushed these people off the stage. ...

After several incidents, Lei Jun did not seriously criticize the person in charge of the supply chain. Until they offended Samsung.

2065438+February 2006, Xiaomi's supply chain team had a fierce dispute with the top management of Samsung Semiconductor Headquarters in China. As a result, Samsung executives decided to "sanction" Xiaomi and stop supplying AMOLED screens to Xiaomi.

There is a hidden rule in the mobile phone industry: Samsung Semiconductor is very strong in the industry, and it can cure whoever it wants.

After Samsung cut off its supply, Xiaomi's shipments suffered a "waist cut".

In the first three months of 20 16, the shipment of millet dropped from the first place to the fifth place. On Sina Weibo, there are as many as 40 pages of Weibo calling Xiaomi a monkey.

The voice of singing Lei Jun is endless, and the mobile phone industry has begun to wait for Lei Jun to make jokes.

"The public feels that Xiaomi is flickering and speculating." Lei Jun realized that he needed to "make up lessons" and Xiaomi needed to "reinvent himself".

On may 8, 20 16, lei jun directly took over the mobile phone R&D and supply chain teams, which need to report directly to themselves.

He also invited Zhang Feng, who has the best relationship with the manufacturer, to help manage the supply chain, and promoted Yan Kesheng, the former R&D director of Xiaomi, to catch the R&D department, because Yan Kesheng is good at being the "balancer" of the team.

In order to show Xiaomi's sincerity of "turning over a new leaf", Lei Jun flew to Samsung headquarters four times to apologize, although Samsung had stopped him at the door three times before.

With Lei Jun's hands-on, Xiaomi returned to the peak of cost performance.

When Lei Jun took over, the annual sales volume of Xiaomi was only over 5,500 units. By 2065,438+07, the annual sales of millet had reached more than 90 million, which exceeded 1 billion in 2065,438+08, and then increased year after year.

Generally speaking, it is difficult for a company to return to its glory after going downhill.

Lei Jun, create another miracle.

In the Double Eleven in 2020, Xiaomi announced that it will once again become the sales champion of all-platform Android machines. The whole network celebrated Lei Jun's victory with overwhelming enthusiasm.

Although the sales of millet are lively, they can't share gold and eat meat. ...

Today, the annual shipments of mobile phones such as Xiaomi, Huawei, Apple and Samsung are all 1 100 million units.

Apple's mobile phones have long occupied more than 60% of the profits of the global smart phone industry, and Samsung's is around 20%, followed by Huawei, followed by OPPO and other mobile phones.

Xiaomi often comes to the bottom. ...

After all, Lei Jun once made a promise: "The comprehensive after-tax net profit rate of hardware business does not exceed 5%."

Although the hat of the low-end "machine emperor" is good, it is still a bit "famine".

Fortunately, Lei Jun still burns the fire of Silicon Valley and has the dream of high-end mobile phones.

End of movement

Five years ago, after World War I on 20 15, Xiaomi gained a firm foothold in the low-end market. At the same time, low-end brands will be difficult to wash away.

"Is to continue to do poly cost-effective stability of this group of users? Or explore upwards and develop more markets? " At the turning point, Lei Jun also wavered.

In 20 15, lei jun cautiously threw out a pathfinder stone-Xiaomi Note, which sold for 2999 yuan.

As if afraid of rice noodle discussion, Lei Jun took the lead in playing the card of bitterness.

"High cost of accessories" and "low yield", Lei Jun repeated over and over again at the tasting meeting and complained over and over again.

Xiaomi can also rush into the middle and high-end ranks.

In the winter of 20 16, he tried to release the MIX series. MIX broke through 3000 yuan for the first time and was priced at 3499 yuan. After that, the MIX series stabilized at around 3500 yuan.

Three years later, the price of 19999 yuan was born.

Seeing the price of MIX Alpha, most fans noticed Lei Jun's ambition. They are arguing endlessly on the Internet. Some netizens satirized Lei Jun's wandering, and some netizens cursed Lei Jun's betrayal.

In the face of the buzz, Lei Jun can only use ingenuity to resolve it. He said that MIX is purely for fun, and Alpha was originally intended to be "how expensive", which is purely a scientific research project. I hope you don't take it too seriously. Don't take it seriously with him.

However, Lei Jun's high-end dream has not stopped. He made a plan for Xiaomi for the next 10 year.

On February 3, 2020, 13, Lei Jun gathered all his strength and priced Xiaomi 10 at 3,999 yuan.

"Selling 3999 yuan is really careless in making friends!" This time, he continued to label the price/performance ratio, and continued to talk about how difficult it is to make such a mobile phone at this price.

Sure enough, Lei Jun's humble attitude made netizens feel distressed: "Reebs wants to rush to the high end, but he has no choice but to be a cost-effective mobile phone."

In August of this year, Lei Jun directly launched the Xiaomi 10 speed commemorative edition, with a price of 5,999 yuan. I took another step forward.

Xiaomi 10 is the starting point of Xiaomi's next 10 year that Lei Jun expects. In the next 10 year, Lei Jun will go head-on with Xiaomi and high-end machines.

"No matter how much uncertainty exists in the world, Xiaomi people can turn success into certainty!" Lei Jun constantly inspires himself.

Lei Jun will be 5 1 year old next month. He is past the age of knowing his destiny. But he refused to accept his fate.

In his first half life, he experienced many peaks and valleys, and this spirit touched many people.

But the fact is that there are still 600 million people in China whose monthly income is less than 1 10,000 yuan. They need Xiaomi and don't want Xiaomi's main business to shift from low-end to high-end.

They don't even want to be regarded as "diaosi" by brands.

If Xiaomi has been successfully transformed, it is mainly based on high-end mobile phones. In order to map those opponents who are still struggling in the low-end field, they can risk their personality collapse and gloat that "the one who gets the high position wins the world".

Today's Xiaomi, just entering the high-end field, has come back to "ridicule" his support for a long time, and will continue to support his own users, which is really unkind.

Think high-end, do things and talk high-end.