The mobile phone industry currently presents three development trends, the first is mobile computerization; the second is industry Internet and the third is user experience integration. Xiaomi Company has adapted to this trend and has grown rapidly. It is understood that the current sales volume of Xiaomi mobile phone is 3 million units, and the sales of tax-included products of Xiaomi has reached 6.05 billion yuan.
In June 2012, Xiaomi successfully completed the third round of $216 million in financing, with a valuation of $4 billion. Xiaomi’s valuation is second only to Tencent, Baidu and NetEase in China’s listed Internet companies. In the world market, this valuation is close to the market value of the traditional mobile phone manufacturer BlackBerry’s $4.9 billion, equivalent to half of Nokia’s market capitalization. .
Xiaomi Technology CEO Lei Jun
Millet mobile phone: computerized production and differentiated positioningFive years ago, the computerization of mobile phones was proposed. With the development of smart phones step by step, people use computers for relatively less time, because a lot of work can be done on mobile phones. These phenomena have occurred, indicating that the computer era is being replaced by smart phones. People are no longer dependent on computers, but instead rely on mobile terminals and Internet combination models.
Lei Jun told Bright IT that from the perspective of computers, computers and mobile phones are becoming more and more comparable. The core driving force of computers comes from upstream manufacturers Intel and Microsoft. Today, the core channel power of smartphones comes from ARM and Android. The system, the two forces intertwined to promote the spurt growth of the entire Chinese smartphone in the past 1-2 years, the speed of smartphone penetration far exceeds market estimates.
In the face of the evolution of mobile computerization, mobile phones are more like a standardized product, and all accessories can be purchased. In the early days of computer development, high-end computers were often produced by brands such as IBM. They used the latest design and latest technology to dominate the market. Today, mobile phones can be produced in a similar mode. "According to this request, Xiaomi mobile phone was the first to stand at the commanding height of the CPU. At the same time, it was Sharp and Toshiba screen. At the time of its release, Xiaomi mobile phone was the highest-end mobile phone in the same price segment, laying a high-end mill in the industry. Mobile phone location." Lei Jun said.
Look at the development of smart phones, and the computer is more and more comparable, a mobile phone will use different operating systems, and the ARM processor has developed very fast, the mobile phone processor speed has reached dual-core 1.5GHz from 400MHz in just 5 years. Above speed. In fact, as far as this development trend is concerned, the hardware is hardware and the software is software. The continuous upgrade and service of the software will be the focus of the development of the entire mobile phone industry.
Industry Internet: High-speed R&D and word-of-mouth communicationXiaomi mobile phone developed rapidly, in addition to accurate positioning, the Xiaomi mobile phone was released on the basis of the success of Mi UI. “Firstly, MI UI adopts the Internet development model. Until last week, Xiaomi’s Mi UI system has successfully adhered to a hundred-week iteration, and there are forty or fifty points in the weekly update point.†Lei Jun said.
Lei Jun said that the development of rice UI has been more pragmatic, through the user feedback and needs in the forum, Xiaomi to develop research and development direction. One-third of the functional definitions of the MI UI are user-defined, which is extremely rare in other systems.
Such rapid iterations also require Xiaomi to quickly reflect. In the early days of Xiaomi's business, a new modified version will be released every week. This requires two days of planning, two days of research and development, and two days of testing, which is a six-day cycle.
At present, Mi UI has been translated into language versions of 23 countries, supporting flagship models including HTC, Samsung, Sony, Motorola, Huawei, Lenovo and other mobile phone brands, and in the future want to further open Mi UI and support more domestic manufacturers.
In terms of promotion, Xiaomi also completely abandoned the traditional marketing method and forced himself to use word-of-mouth communication. At present, this word of mouth mode has created 3 million sales of Xiaomi mobile phones. Lei Jun said that the purchase of Xiaomi mobile phone users is a nest, often a person using a millet phone, and soon there are ten individuals. As long as you work hard to get the product done, the user is willing to help you recommend it with your friends.
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