First, the status quo of millet
The competition in the smart phone business market is very fierce. The shipment of Xiaomi has been declining for two consecutive quarters, and China is undoubtedly the hardest hit.
As early as the beginning of 20 18, Lei Jun indicated that he would return to the first place in China within ten quarters. The fact is that Xiaomi's domestic market share is still hovering in the fourth place. At the beginning of May, global smartphone shipments declined year-on-year for two consecutive quarters. According to the global smartphone shipment data released by IDC in the first quarter of 2009, the shipment of millet was 25 million units, down 10.2% compared with the same period of last year.
The picture comes from the internet.
Xiaomi has issued an official statement, directly pointing out IDC's mistakes, saying that the shipment of Xiaomi in this quarter is not less than 27.5 million. But even so, millet shipments are still declining. According to Xiaomi's recently released financial report for the first quarter of 2009, the revenue of smartphone business in this quarter was about 27 billion yuan, an increase of 65,438+06.2% over the same period of last year. The sales volume of smartphones in this quarter was 27.9 million. Although smartphone revenue increased year-on-year, Xiaomi's smartphone sales in this quarter decreased 1.76%.
20 18 in the fourth quarter, Xiaomi's smartphone sales even decreased 12.3% year-on-year. At a media conference in the fourth quarter of 20 18, CFO Zhou was granted the capital to explain that the main reason for the decline was that Xiaomi adjusted its mobile phone portfolio this quarter and focused on developing the high-end market. In the fourth quarter of 20 18, Xiaomi released only two products, one was Mix3 released in June of 5438+00, and the other was Xiaomi Play released in February of 18.
In the interview of Xiaomi 9 conference, Lei Jun also revealed a key message. He said that in the fourth quarter of 20 18, the sales of millet products had accounted for most millet brands sold in China market.
If the decline of 20 18 in the fourth quarter is reasonable. However, in the first quarter of 20 19, Xiaomi has split the Redmi brand and released three high-end models, namely Xiaomi 9, MIX3 5G version and Xiaomi 9SE, as well as seven entry models, including Redmi 7Pro, Hongmi NOTE7 and Redmi 7, but it still hasn't got out of the quagmire of declining sales.
Behind the decline in sales is the saturation of the domestic market for smart phones, and now the increment of smart phones no longer exists. Everyone is grabbing the stock market, which means that if you choose this brand of mobile phone, the market share of other brands will be less. This kind of competition is cruel and needs strong technical and marketing support. So where is the marketing core of Xiaomi?
A, the whole ecosystem of millet. Rice flour is a huge group, and everyone loves millet for different reasons. As a marketing, Xiaomi's great advantage is that it has such an iron powder to follow, and no matter what products it makes in the future, it can be linked with consumers. Knowing what customers want will naturally make a difference in the market. At the same time, Xiaomi Home brings a huge traffic entrance for users of Xiaomi, and everyone who likes Xiaomi products can go to Xiaomi Home to buy it. From ecological import to mobile phone products, there is a huge traffic import here.
B, online and offline market laying. As we all know, Xiaomi's current products are not only on mobile phones. Looking at Xiaomi's products, Xiaomi has set foot in the market of social e-commerce. Relying on the big brand Xiaomi, it is likely to become another Netease YEATION. With the ecology of e-commerce, the value of Xiaomi is not only on mobile phones, but also includes many products. In fact, when we opened flagship stores in JD.COM and Tmall, Xiaomi's TV sets, air conditioners and other products sold very well. All these can bring huge traffic to mobile phone products.
Second, the comparison with domestic competitive products.
Glory has always been Xiaomi's old rival. While Xiaomi's mobile phone is internationalized, glory also started its internationalization journey on 20 18. At the same time, when Xiaomi realized the shortage of offline channels and vigorously explored the offline channels of Xiaomi Home, on the one hand, the online channel glory surpassed Xiaomi and became the first Internet mobile phone brand, on the other hand, the offline channel layout was strengthened through the light asset model.
The picture comes from the internet.
Under the same brand and price positioning, glory is undoubtedly eroding the millet market. This year, OV will be further ignited. In February of this year, iqoo, a sub-brand of vivo, was officially unveiled. Different from the products before vivo, iqoo mainly focuses on cost performance and locates the flagship series of the Internet.