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美知乎网友讨论:为什么小米得以在短时间内快速崛起?

2020-02-09 11:09:35 来源:看外国人说的

How has Xiaomi grown so quickly?

美知乎网友讨论:为什么小米得以快速崛起?

2019年7月22日,一年一更的美国《财富》杂志发布了2019年世界500强排行榜。这份榜单以各企业的年度收入及净利润为评选准则,是全球最权威及最著名的企业排行榜。

去年的财富500强名单中,有129家来自中国,首次超过了美国的121家,即使不算中国台湾地区企业,中国大陆企业也有119家,与美国数量旗鼓相当,相信这将是一个历史性的变化。

作为成立仅9年的小米集团,去年年首次跻身世界500强企业,被财富榜单定义为“互联网服务和零售”行业,小米成为继京东、阿里和腾讯之后,第四家登榜的中国互联网企业,也是全球第7家登榜的互联网企业。

成立仅9年,小米如何成为500强的?

根据小米集团2018年年报显示,全年总营收1749亿人民币,净利润为85.5亿人民币,位于总榜单第468位,在上榜的中国企业中排名第112位。事实上,小米仅花了8年时间,就成为了目前最快上榜的中国互联网以及科技企业。

评论翻译:

Aabishkar Wagle, Software Engineer at Innovate Tech (2020-present)
A mid-range smartphone only costs around $100 to $150 to be made by a company.
However, the company spend much of the money on marketing and advertisement。 That’s why a $100 smartphone cost us $300。
So, what Xiaomi does was they reduced the marketing cost and distributed smartphone by themselves from their own websites。
This made a $100 mobile much cheaper and with good quality。
When people saw the cheap phone, they started buying it。

一家公司生产一款中档智能手机的成本只有100至150美元左右。
然而,公司在营销和广告上花了很多钱。这就是为什么100美元的智能手机要300美元的原因。
因此,小米所做的就是降低了营销成本,并通过自己的网站自行分销智能手机。
这使得100美元的手机更便宜,质量更好。
当人们看到便宜的手机时,他们就开始买它。

They loved the quality。
Those who could not afford $300 smartphone started loving MI.
People started spreading the good reviews on MI on internet and everywhere saying how good and cheap the MI phones actually are.
Hence, Xiaomi became popular.
In one line, Xiaomi had the different business model than other phone producer which made them what they are now。
OnePlus, Honor (owned by Huawei), Meizu are some other smartphones manufacturers who copied Xiaomi business model after seeing Xiaomi’s success。

3. The devices are worth the price as they have excellent build qualit

4.Their design is neat and simple
They are also strong towards software side as well. They are extensively working on bringing products with Artificial Intelligence.
It’s not a small company and it deserves to be popular. Their products speak for them.

3.这些设备的价格是值得的,因为他们有良好的质量保障

4。他们的设计简洁明了
他们在软件方面也很强大。他们正广泛地致力于推出带有人工智能的产品。
这不是一家小公司,它理应受到欢迎。他们的产品为他们代言。

Roma Hudson, knows Chinese
As a Chinese and mobile enthusiast, I think I can answer this question。
As a new enterprise founded in 2011, Xiaomi was born less than 10 years ago. However, in just nine years, it has grown into the Fortune 500, with operating revenue of up to 30 billion US dollars in 2018.
What is the secret of its success?
Deciphering Xiaomi
1. Cheap and high-quality
2011, when China''s smartphone overlord, or apple and Samsung. They are very advanced, but with extremely expensive prices and arrogant service, many ordinary Chinese can''t afford it. (at that time, the latest Apple mobile phone was $700, while the average Chinese earned only $600 in three months.) at the same time, there are hundreds of local mobile phone manufacturers in China, whose prices are low and their quality is poor. How can high quality be combined with price preference? Xiaomi did it.

作为一个中国人和手机发烧友,我想我可以回答这个问题。
小米作为一家成立于2011年的新公司,诞生至今不到10年时间。然而,在短短9年的时间里,它已经成长为世界500强企业,2018年营业收入高达300亿美元。

它成功的秘诀是什么呢?

1。 廉价且高质量

2011年,当时的中国的智能手机霸主,苹果和三星。它们非常先进,但是价格昂贵,服务傲慢,很多普通中国人买不起。(当时最新款的苹果手机售价为700美元,而普通中国人三个月的工资只有600美元。)如何将高质量与价格亲民相结合呢? 小米做的就是。

Xiaomi 1''s launch
Xiaomi 1’s price is only 289 US dollars, but it has the most advanced configuration at that time.(The CPU adopts a Qualcomm 1.5GHz dual core processor. The screen is a sharp 4-inch LCD with a resolution of 480x854. The capacitive touch set produced by Taiwan TPK, which is specially supplied for iPhone, is adopted. The color of the shell is black, which supports the replacement of multiple color covers)
Xiaomi 1, a classic and sincere work
How can a phone like this sell for 30% of the price of an iPhone be unpopular。 After the launch, more than 100000 units were sold in three hours and 1 million in three months。 In a flash, Xiaomi became the hottest Internet start-up company。

小米1发售

小米1的价格只有289美元,但是配置是当时最先进的。(CPU采用高通1.5GHz双核处理器屏幕是一个清晰的4英寸LCD,分辨率为480x854。采用台湾TPK生产的电容触控部件,那是专门为iPhone提供的。外壳颜色为黑色,并支持多种色套)
小米1,经典而真诚的作品。

这样一款售价只有iPhone 30%的手机怎么会不受欢迎呢? 在上市后,3小时内销量就超过了10万部,3个月内销量超过了100万部。转眼间,小米成为了当时最热门的互联网初创公司。

Why is Xiaomi''s mobile phone so cheap?
With the rapid development of the Internet and economic growth in China, Xiaomi initially only accepted Internet booking and limited sales on the Internet, which avoided the stock of mobile phones and the operating costs of stores. At the same time, Xiaomi didn''t spend a lot of money to hire star endorsements and investment advertisements. Relying on the user''s recommendation to let more people know, it saved a lot of money. Finally, Xiaomi also makes money by accepting advertising business (video advertising, application pre installation), and then gives the money to users (the price of mobile phone close to the cost) so as to have high quality and low price.

为什么小米的手机这么便宜?

随着中国互联网的快速发展和经济的增长,小米最初只接受互联网预订和有限的网上销售,从而避免了手机库存和门店运营成本。与此同时,小米没有花很多钱聘请明星代言和投资广告。只依靠用户的推荐让更多的人知道,从而节省了很多钱。最后,小米还通过接受广告业务(视频广告,应用预装)来赚钱,然后把钱还给用户(手机的价格接近成本),从而使小米手机有了高质量和低价格。

2. Young mobile engineers and dynamic mobile users here I have to mention MIUI, which is a highly customized system based on Android. Xiaomi''s engineers take the feedback of users, and even many users are involved in the design and modification of mobile systems, which avoids a lot of vulnerabilities and stutters in early Android systems, and has many others Features that mobile phones do not have and are popular with users. Xiaomi''s users have many students. They like Xiaomi''s low price and characteristic electronic culture, so they recommend Xiaomi to their family and friends as fans. The fast feedback of users and the fast correction of the company form a virtuous circle, and Xiaomi high uation "moat" has been built.

2. 年轻的移动工程师和活跃的的手机用户,我不得不提到MIUI,这是一个基于Android的高度定制系统。小米的工程师根据用户的反馈,甚至很多用户参与UI系统的设计和修改,从而避免了早期的安卓系统的很多漏洞和延迟。以及添加了许多其他手机没有的功能,并深受用户欢迎。小米的用户有很多是学生。他们喜欢小米的低价和特色的网络文化,所以他们作为粉丝把小米推荐给家人和朋友。用户的快速反馈与公司的快速纠错形成了良性循环,从而建立了小米高评价的“护城河”。

3.Expand to all aspects of intelligent hardware
In 2013, Xiaomi began to develop more intelligent hardware (alot). They all have the characteristics of Xiaomi - high quality, low price, and quickly received the love of the rising urban middle class. Today''s millet intelligent hardware field accounts for 30% of the company''s business revenue, and has achieved the first sales volume in many fields (bracelet, power bank, sweeping robot, water purifier, air purifier)
Open Xiaomi mall, you will see a variety of high-quality goods, tempting you to buy them。
Because of this, Xiaomi is not a traditional mobile phone manufacturer, but a "department store", which has successfully entered the lives of more people.
PS: many of Xiaomi''s products are not developed and produced by itself. They come from many emerging technology start-ups in China. Xiaomi invests them and allows them to use their own sales channels and brands.

3. 扩展到智能硬件的各个方面
2013年,小米开始开发更多的智能硬件。它们都具有小米的特点——高质量、低价格,很快就受到了新兴城市中产阶级的喜爱。目前小米智能硬件领域占公司业务收入的30%,并在多个领域(手环、充电宝、扫地机器人、净水器、空气净化器)都取得了第一的销量。

打开小米商城,你会看到各种各样的精品,吸引你去购买。
正因为如此,小米不是一个传统的手机制造商,而是一个“百货商店”,它成功地进入了更多的人的生活。

PS:小米的很多产品不是自己开发和生产的。他们来自中国许多新兴科技初创企业。小米投资他们,允许他们使用自己的销售渠道和品牌。

Most millet TVs are cheap (e。g。 32 "100usd, 55" 249usd, 75 "569usd)。 They have 4K display resolution, high performance processor, Dolby certification and extremely cheap TV members (39usd) for one year

Xiaomi''s corporate culture(also the slogan of the company) is to let more people experience the joy of life. Yes, it did, and it did well.
5. Innovation of science and technology, hard power of Xiaomi.
With the development of the company, Xiaomi has the super strength of R & D. With China''s powerful scientific and technological strength, many advanced technologies have been used. For example, the creation of the concept of comprehensive screen - Mi mix 1, Oriental Aesthetics - stainless steel frx and bamboo back cover MI4, the combination of art and technology of ceramic mobile phone (MI 6plus mix1, mix2, mix3),

大多数小米电视都很便宜(如32“100美元,55”249美元,75“569美元)。他们有4K分辨率的显示器,高性能处理器,杜比认证和非常便宜的电视会员(39美元)一年
小米的企业文化(也是公司的口号)是让更多的人体验生活的乐趣。是的,它是这样的,它做得很好。

5。 科技创新,硬实力小米。

随着公司的发展,小米拥有超强的研发实力,凭借中国雄厚的科技实力,许多先进技术得到了应用。例如,综合屏的概念创造——Mi mix1,东方美学——不锈钢框架和竹制后盖MI4,陶瓷手机的艺术与技术的结合(Mi 6plus mix1, mix2, mix3)

Lei Jun, founder of Xiaomi, announced in 2018 that the comprehensive hardware profit margin of Xiaomi will never be higher than 5%, compared with 78% of the gross hardware profit, and less than 20% of the smartphone shipments, but 87% of the market profit was absorbed by apple, which is a good thing. I hope Xiaomi can go further and let more people enjoy cheap technology products.

My English is not good enough, please give me more comments (grammar), and I welcome being pointed out wrong.

小米的创始人雷军,在2018年宣布小米的综合硬件利润率不会高于5%,而目前国际市场硬件利润总额的78%,市场利润的87%,被苹果以不到20%的智能手机出货量获取,小米这样做这是一件好事。我希望小米可以走得更远,让更多的人享受到廉价的科技产品。我的英语不够好,请多给我一些意见,欢迎指正。

Akshay Malik, studied Chemical Engineering at Meerut Institute of Engineering and Technology, Meerut (2019)
Xiomi is extremely popular in Asian market.
Why?
The answer is simple, its because of the price at which the company is selling its Products (Mainly Smartphones).
The company produces Premium quality products at the lowest possible price, as compared to the market。 Also, the Chinese giant produces a tons of smart products and home appliances, everything at a compelling price。
*The company do sell their products at a much cheaper price, but their is hardly any compromise with the quality. The after purchase service is also good and many people are extremely satisfied with their products.
From clothes accessories, electronics to smart home appliances; Xiaomi manufacture everything to satisfy their customer needs.

小米在亚洲市场非常受欢迎为什么?

答案很简单,这是因为该公司销售产品(主要是智能手机)的价格。

与市场相比,该公司以尽可能低的价格生产优质产品。此外,这家中国巨头还生产了大量的智能产品和家用电器,所有产品的价格都很诱人。

*这家公司的产品价格确实便宜很多,但他们在质量上几乎没有妥协,售后服务也很好,很多人对自己购买的产品非常满意。

从服装配饰、电子产品到智能家电,小米制造一切以满足客户的需求。

Xiomi was at right place with right product on right time。 Now, the company has a very strong demand in Indian and Chinese market。 It''s the number one Smartphone brand in India and is still growing。 Xiomi Redmi 5A is the most selling Android smartphone in the world (Q1 2018)。
Xiaomi is a well established Chinese brand now, and it''ll continue to grow further and further。 The company will soon reach European market too。

小米在正确的时间,正确的地点,生产了正确的产品。现在,该公司在印度和中国市场的需求非常强劲。它是印度第一智能手机品牌,而且市场占有率仍在增长。小米公司的红米5A手机是全球最畅销的安卓智能手机(2018年第一季度)。小米是一个成熟的中国品牌,并且将继续发展壮大。该公司也将很快进入欧洲市场。

Amresh, Armchair Philosopher
Xaiomi’s popularity has skyrocketed upto such a level, in India, when you hear the ringtone of Xiaomi, you have to double check if that its your own phone or somebody else’s in the room.
This ubiquitous reach of Xiaomi, was caused by a few stages.
1.Xiaomi? What’s this Chinese company?
This was the time when smartphones were booming, 5 inch displays were called Phablets and Micromax was the go to brand for the Tech savy youth。
Slowly and silently Xiaomi crept up with the Redmi 1s and the like, which had incredible specifications and low prices, but they weren’t as easily available.

在印度,当你听到小米的铃声时,你必须再次确认这是你自己的手机还是别人的。
这种无处不在的小米的影响,是由几个阶段造成的。

1。小米? 这家中国公司是做什么的?

这是智能手机蓬勃发展的时代,5英寸的显示屏被称为平板手机,Micromax是技术青年的首选品牌。

小米和红米1之类的机型一起慢慢悄无声息地发展起来,这些机型有着令人难以置信的规格和低廉的价格,但却不那么容易买到。

2. Xiaomi? That Chinese company Micromax isn’t able to keep up with?
This was the stage when dual cores and quad cores started taking over, and Micromax, which seemed to be unstoppable showed stagnation. Models released were far and few and drowned out by other manufacturers.
Xiaomi increased its flash sales, people started seeing more and more phones in customer’s hands, its reputation was booming.

2。 小米吗? Micromax比不上的中国公司?

这是双核心和四核心开始接管的阶段,而Micromax,似乎是不可阻挡的,出货量停滞不前,发布的车型少之又少,很快就被被其他制造商远远盖过。
小米增加了它的限时抢购频率,人们开始看到越来越多的小米手机在出现在顾客手中,它的声誉正在蓬勃发展。

3. Xiaomi? The phone almost everyone has?
This is the stage which arrived around Redmi 3 whereabouts. Sales boomed, almost every college student wanted to get their hands on a Redmi, it was within the budjet and did what was necessary, no wasting money.
This is the stage Xiaomi is currently at, almost half the students in my college own a Xiaomi, from their word of mouth it has gone to various places。

3.小米吗? 几乎使每个人都拥有手机?

这就到了红米3的舞台。红米3销售很火爆,几乎每个大学生都想拥有一台红米,它在预算之内,能做所有必要的事情,却不浪费钱。

这就是小米目前所处的阶段,我们学院几乎一半的学生都拥有一个小米,并通过他们的口口相传扩散到了各个地方。

At the end of the day Xiaomi became popular because it gave importance to the battery life, over 4000 mAh is a regular occurence on Xiaomi phones, and the inclusion of little things like an IR blaster which are quite useful, and pricing at a sweet spot of functionality and capability.

在那一天结束的时候小米开始流行,因为它增加了电池容量使之超过4000 mAh,它的红外线光束非常有用,像这些小事情经常发生在小米手机上,这些小亮点都是其定价的加分项。

Before Xiaomi became a household name in China, there were literally thousands of companies there making cheap phones. Fake and cheap iPhones were common too. But more often then not these cheap prices meant mediocre specs and sub-standard quality.

That’s not to say there weren''t any high-quality cheap phones. There were in fact cheaper phones offered by the big names like Samsung, Sony, LG, Motorola and others. These phones had good quality and came with the right logo but they were lacking in performance and features. Cheap here is a relative term. They weren''t actually that cheap, just cheaper than the more expensive versions offered by these brands.

在小米成为中国家喻户晓的品牌之前,中国有数千家公司在生产廉价手机。假冒和廉价的iphone在市场上也很常见。但更常见的情况是,这些低廉的价格意味着平庸的配置和不合格的质量。
这并不是说没有高质量的廉价手机。事实上,三星、索尼、LG、摩托罗拉等大品牌也推出了更便宜的手机。这些手机质量很好,也有正确的标志,但它们缺乏性能和功能。“便宜”是一个相对的概念。它们其实并不便宜,只是比这些品牌提供的更贵的版本便宜。

This is where Xiaomi comes in. The first Chinese company to offer cheap phones with high-quality hardware. This may sound like a normal thing now but it isn''t. We''ve all heard about Cheap Chinese products that look well but perform poorly and die quickly. Xiaomi is the first company that changed this view about Chinese consumer products. Xiaomi phones were cheap but no one would dare accuse them of bad quality. That''s because Xiaomi used the same parts used to build iPhones and Samsung Galaxy S class phones.
It might be easy to label Xiaomi as a cheat because they apparently stole some product ideas from their competitors。 But it would be unfair not to credit them for their innovative business concept。 No one had done things that way before them, at least not so successfully。

这就是小米发挥作用的地方。成为第一家提供高质量硬件的廉价手机的中国公司。现在听起来可能很正常,但事实并非如此。我们都听说过中国的廉价产品,它们看起来很好,但性能很差,而且很快就会消亡。小米是第一家改变对中国消费品看法的公司。小米手机很便宜,但没人敢说它质量不好。这是因为小米使用了与iphone和三星Galaxy S系列手机相同的部件。
很容易将小米贴上作弊的标签,因为他们显然是从竞争对手那里窃取了一些产品创意。但不把他们创新的商业理念归功于他们是不公平的。在他们之前没有人这样做过,至少没有这么成功的案例。

Xiaomi revolutionized the smartphone landscape in China and can be regarded as having influenced companies like Oppo and Huawei. They also did something that most Chinese phone makers had never done before. Capture the hearts of Chinese consumers. They built up a huge following in China. Not very different from the way things were with Apple (in their early days).
Xiaomi phones had such a high-demand in China that they could sell hundreds of thousands of phones in a matter of seconds if not minutes. They accomplished this using an innovative e-commerce technique now known as a flash-sale.
Xiaomi can also be credited as having launched one of the best Android UIs at the time。 They had a unique model for how they handled OS customization and support。 Something that would be shocking to most iPhone users。 Xiaomi allowed their users to vote for features they wanted to add and delivered those new features on a weekly basis。 This level of customer engagement is unheard of。

小米彻底改变了中国的智能手机市场,它可以被视为影响了OPPO和华为等的公司。他们还做了一件大多数中国手机制造商以前从未做过的事情。抓住中国消费者的心。他们在中国拥有了一大批追随者,这和苹果早期的情况并没有太大的不同。
小米手机在中国的需求量如此之大,以至于在几秒钟(如果不是几分钟)内就能卖出几十万部手机。他们使用了一种创新的电子商务技术来实现这一目标,这种技术现在被称为闪购。
小米MIUI也被认为是当时最好的Android UI之一。他们有一个独特的模型来处理操作系统定制和支持,这可能会让大多数iPhone用户感到震惊。小米允许用户为他们想要添加的功能投票,并每周发布这些新功能,这种程度的客户参与是闻所未闻的。

It''s all these good qualities that skyrocketed them to fame in the Chinese domestic market。
And though it''s easy to talk about good qualities of Xiaomi and all their positive achievements, this article is not about that. We will focus on the one thing that made them famous (or infamous) outside China, which is copying Apple.
Xiaomi Mi 4, with chamfered edges and unibody design similar to iPhone 4 and 5
Xiaomi chose to imitate Apple in every possible way imaginable. It’s not clear whether this was out of necessity, a part of an ingenious strategy or due to simple laziness. Their imitation of Apple was the most extensive ever seen. No matter its product design, user interface, marketing, branding or retail style. Their Apple inspiration was very clear to see, even to the untrained eye.
The gambit paid off。 In an incredible turn of events Xiaomi became the most valuable startup in the world; a rank later lost to Uber。 Xiaomi also consistently topped the Chinese smart phone market share。

正是这些优良品质使它们在中国国内市场一举成名。
虽然谈论小米的优点和所有积极的成就是很容易的,但是这篇文章并不仅关于这些的。我们将关注一件让他们在中国以外出名(或声名狼藉)的事情,那就是抄袭苹果。
小米Mi 4,具有倒角边缘和机身设计类似于iPhone 4和5。
小米选择了一切可以想象的方式来模仿苹果。目前还不清楚这是出于必要性、巧妙策略的一部分,还是简单的懒惰。他们对苹果的模仿是有史以来最广泛的。无论是产品设计、用户界面、营销、品牌还是零售风格。他们产品上苹果的灵感是显而易见,即使是外行人也不例外。
这一招收到了成效。在一系列不可思议的事件中,小米成为了世界上最有价值的初创公司,虽然之后排名输给了优步。小米在中国智能手机市场的份额也一直名列前茅。

It''s only recently that they have started to feel the pressure from other domestic competitors like Oppo and Huawei. Many suggest that Xiaomi have lost their momentum to other competitors in China. That doesn''t change the fact that they are still one of the strongest and most reputable smartphone brands (at least in China & India).
Accusations against Xiaomi of copying Apple is a controversial subject。 Xiaomi and their representatives deny everything 。 That doesn''t change the face that outside China many have labelled them as a blatant copycat。

直到最近,他们才开始感受到来自OPPO和华为等国内竞争对手的压力。许多人认为,在中国,小米的势头已经输给了其他竞争对手。这并没有改变一个事实,即它们仍然是最强大、最具信誉的智能手机品牌之一(至少在中国和印度)。
针对小米抄袭苹果的指控是一个有争议的话题。小米和他们的代表否认这一切。但这并没有改变中国以外的许多人给他们贴上的“公然抄袭”标签。

Given their immense popularity in two of the worlds most important smart phone markets (China & India), many are left asking the question, “Why hasn’t Apple sued them yet?”。
Here''s a list of ten possible reasons on why Apple hasn’t taken any action yet and why they might never do it.

考虑到它们在全球两个最重要的智能手机市场(中国和印度)的巨大人气,许多人不禁要问:“苹果为什么还没有起诉它们?”
以下是苹果公司尚未采取任何行动以及可能永远不会采取行动的10个可能原因。(这是另外一个问题了)

2. Word of Mouth: Their community (Mi Community) has over a million members. It’s a one stop shop for all blog posts, hack, tips, Q&A, discussions, etc. And the team of Xiaomi is very active on it.

It’s like they say, a family that blogs together, stay together(?)

This helps them spread the right message through a fan base that’s global.
Not to miss in this context is their MIUI. They have frequent upxes for all their users.

2. 口碑营销:
他们的社区(Mi社区)有100多万成员。这是一个一站式服务的论坛包括博客文章,黑客技巧,问答,讨论等。小米团队在此非常活跃。
就像他们说的,像一家人一样在一起写博客,待在一起(?)
这有助于他们通过全球的粉丝群传播正确的信息。
不要在这种情况下错过了自己的MIUI。他们对所有用户都有频繁的更新。

3. MI Ecosystem:
They come. They invest. They conquer.
For example, Xiaomi has planned to invest a billion dollars in Indian startups。
That’s a lot of money, but that’s also a lot of money that’s going to work for you, in the form of equity or information (from those start ups)。
Check out the crowdfunding initiative from Xiaomi。 They invest in smaller startups, thereby reducing their risks and provide it as a part of their ecosystem。
They also have got their own televisions, bots, vacuum cleaners, air filters, robot builders - a collection of smart devices and products for its users。

3。MI生态系统:
他们来了,他们投资,他们征服。
例如,小米计划向印度初创企业投资10亿美元。
这是一大笔钱,但这也是以股权或信息的形式使那些初创公司为它工作的一大笔钱。
看看小米发起的投资活动吧。他们投资于较小的初创公司,从而降低风险,并将其吸纳为生态系统的一部分。
他们也有自己的电视、机器人、吸尘器、空气过滤器,并机器设备制造商——为用户提供了一系列智能设备和产品。

4. Marketing Strategy
As one of the answers committed, they use a term called “Hunger Marketing”.
They maintain their gap in demand and supply。 (I find it similar to what OnePlus used to do, phones based only on invites)。
So what Xiaomi does (at least in India), is that they have flash sales for their products。 They create a buzz that the flash sale begins at, say 12 noon, and within minutes, all of their products are sold out。 It helps create a demand surge at those moments, but leaves some customers high and dry - many tries and no hits might make them shift to competitor brands。
Recently, seeing the offline market size, they’ve expanded strongly in retail stores with their own Mi stores and Mi experience stores (where they showcase Mi Ecosystem products that are not even released in the country).

4. 营销策略
就像其中一个回答所说的,他们使用一个术语称为“饥饿营销”。
它们维持着供需缺口。(我发现它与一加过去的做法类似,只是一加是基于电话邀请)。
所以小米所做的是(至少在印度),他们的产品限时抢购。他们制造一种喧嚣热闹的声音,说限时抢购在中午12点开始,几分钟之内,他们所有的产品都卖光了。它有助于在这些时刻创造需求激增,但却让一些客户陷入困境——许多尝试了但没有抢购成功的客户可能会转向它竞争对手的品牌。
最近,他们的目光看到了线下市场的规模,他们的零售商店在大力扩张,主要包括小米商店和小米体验店(在那里他们展示小米生态系统的产品,这些产品甚至没有在中国发布)。

5. Strong Service
No, I’m not talking about customer service or service centers。
They bank a lot on services to improve their profit margins。 Their Mi App store is huge。 They cash in on advertising revenues and internet service revenues- Mi Music/Mi Video, etc To get an idea:
Xiaomi Smartphones: 70% of global revenues; 46% of gross profit
Xiaomi Internet Services: 8。6% of global revenues; 39% of gross profit!!
This helps them bridge the gap of low margin on hardware products.
That’s why when I saw a few answers in the comments that mentions Xiaomi as a very innovative company and that it is “The Apple of China”, I beg to differ.
It’d rather be the “Facebook of the East”.
[All numbers are verified through sources in various news articles or through IPO prospectus released by Xiaomi earlier this month]。

5. 强大的服务
不要误会,我说的不是客户服务或服务中心。
他们把大量资金投入服务以提高利润率。他们的小米应用商店非常大。他们的广告收入和互联网服务收入靠小米音乐和小米视频等提供——从而得到一个想法:
小米智能手机: 占小米全球收入的70%; 毛利润的46%
小米互联网服务: 占小米全球收入的8.6%;毛利润的39% !!
这些有助于他们弥补硬件产品的低利润率。
这就是为什么当我在评论中看到一些答案提到小米是一家非常创新的公司,当称它为“中国的苹果”时,我不敢苟同。
它宁愿成为“东方的Facebook”。
(所有数字都是通过各种新闻报道或本月早些时候小米发布的IPO招股说明书核实的)。

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