The first is Xiaomi's new logo；;
Except a square and a circle. ...
Can you see the difference?
It is said that Xiaomi spent two million yuan, and specially invited Kenya Hara, a professor at Musashino University of Fine Arts, to personally design this design, which has the mathematical beauty of "super ellipse".
According to the official statement, although this new logo looks like it has changed from a square to a circle, it is not an ordinary circle. ...
This is a "circle" accurately calculated from multiple versions.
To be clear, it is the "circle" that looks most comfortable.
The second is to build a car with Xiaomi.
On the evening of 30th, at the end of Xiaomi's spring conference, Lei Jun announced a heavy news-Xiaomi officially entered the smart electric vehicle industry.
Not long after, Xiaomi Group issued an announcement announcing the formal establishment of Xiaomi's smart car business.
If nothing else, Chai Mei laughed off the announcement anyway.
Why do entrepreneurs nowadays like to hit their faces?
Huawei said that it did not apply for a payment license and finally bought Xunlian Zhifu; Xiaomi said that he would not build a car, and now he publicly announced that he would start building a car. ...
In fact, the rumors about Xiaomi making cars began as early as 20 13.
At that time, there was a car poster with Xiaomi logo on the Internet, and everyone was wondering whether Xiaomi would enter the automobile field.
Moreover, at that time, Xiaomi applied for about ten patents about cars, and the information disclosed to the public was obviously to build cars.
However, Xiaomi denied this, saying that the car had nothing to do with Xiaomi.
In 20 17, Xiaomi signed a cooperation agreement with BAIC group, and the storm of Xiaomi's car-making resumed.
But then it went away.
By 2020, Xiaomi Mall suddenly released a poster, obviously with the shadow of a car, and officially announced "Building a car?" We are serious. "
Now that Guan Bo has personally posted a document, you can't deny it, can you?
Well, I really denied it.
Xiaomi's official blog suddenly deleted Weibo, and then the general manager of Xiaomi's public relations department came out and made it clear that it was impossible for Xiaomi to build a car.
And stressed that Xiaomi's cars are fake news.
And that car shadow is an intelligent remote control car made by Xiaomi. ...
By 202 1, just some time ago, some insiders said that Xiaomi was negotiating with the Great Wall and wanted to use the Great Wall factory to manufacture electric vehicles.
After that, Xiaomi made a direct announcement, saying that he had not seen Xiaomi's electric car business.
Oh, not yet.
But only a few days later, the wholly-owned subsidiary has, the business has, and the money has been taken out?
Even though Lei Jun abused me thousands of times, I treated Lei Jun like my first love.
Although he has repeatedly denied that he played us as monkeys ... but he is the Monkey King, and he is the best at playing monkeys.
So what is the biggest battle in the car-making business announced by Xiaomi?
Xiaomi revealed two pieces of information in the announcement.
First, Xiaomi plans to invest 654.38+0 billion yuan in the first phase and 654.38+0 billion dollars in the next decade; The other is that Lei Jun will personally serve as the CEO of the business.
In this regard, the Monkey King also shouted the slogan "This is the last major entrepreneurial project in my life".
At this moment, Chai Mei really wants to put what Zhang Yiming said at the company meeting: "It's just all in, sometimes it's laziness".
Give it to lei jun.
According to the industry saying that "20 billion yuan is the threshold for building a car", Xiaomi's current investment is more like expressing his determination to build a car.
However, building a car is an industry with heavy assets and long industrial chain, and it can't be successful by relying on enthusiasm.
As everyone knows, Jia Yueting and Evergrande, which have built cars for so long, are still in the concept car stage, and countless enterprises that want to build cars fall on the road every year.
In that case, why did Xiaomi get involved in this muddy water?
I still remember that when Lei Jun founded Xiaomi on 20 10, he once said a famous saying, "When standing on the tuyere, pigs can fly."
The smart electric vehicle industry is now the outlet.
Many people only see that the financial report released by Xiaomi is very bright.
According to the statistics of Konas, in the fourth quarter of 2020, Xiaomi ranked third in global smartphone shipments, with a market share of 12. 1%.
However, the operating income of smartphones accounts for 60% of Xiaomi's total revenue. Once the smartphone market is saturated, Xiaomi needs new growth points.
According to statistics, in 2020, the annual shipment of smart phones in Chinese mainland will drop by 1 1% to 330 million units;
In 2020, the total shipment of smartphones was 65.438+29.4 million units, which was 6.7% lower than the 65.438+38.7 million units in 2065.438+09.
Did you find out?
The smartphone market is now close to saturation, and reaching out is the ceiling.
In this case, enterprises mainly based on smart phones must find a new way out, and it is a big way out.
So Xiaomi chose the smart electric vehicle industry.
In fact, from the rumors of Xiaomi's car-making listed in our last article, we can find that Lei Jun has seen this industry, but he has never made up his mind.
Since 20 13, Xiaomi has invested in many new energy automobile companies.
In 20 19, Xiaomi executives advised Lei Jun that the end of 20 19 and the beginning of 2020 were the best time for Xiaomi to build a car.
We don't know why Lei Jun didn't adopt this proposal, but it makes sense.
At the end of 20 19, model 3, which caused the Tesla fire, had not yet been listed, and other domestic new energy vehicle companies such as Weilai and Ideality were scattered all over the place.
Moreover, at that time, the state subsidized this industry in various ways.
If Xiaomi had announced to build a car at that time, and positioned it with Xiaomi's high cost performance, there must be many people who would save money and wait for the birth of Xiaomi car.
But Xiaomi didn't.
Xiaomi 202 1 announced to build a car.
At present, the new energy industry has begun to take shape. High-end cars include Tesla, Weilai and Ideality, while low-end cars include Wuling Hong Guang mini, which is very popular among young people.
There is really no way to question this. Nowadays, the best sellers are two extremes-the "high-end" Tesla and the "low-end" Wuling Hong Guang.
Don't Xiaomi think it's too late to enter the game at this time?
We can analyze a wave carefully. The biggest label of Xiaomi enterprise is cost performance, so the audience of Xiaomi automobile is unlikely to be high-net-worth people.
..... can only be ordinary people like us who have no money.
That is to grab the market of Wuling Hong Guang.
Fans believed in Lei Jun and Xiaomi and shouted slogans such as "99,000 vehicles" and "the first car for young people".
But one thing to know is that the profit from playing with cars is only 5%- 10%.
If Xiaomi Auto really sets the price at such a low position, when will the tens of billions invested be earned back?
At this point, Xiaomi can't compare with Wuling Hong Guang mini.
After all, the size and configuration of the latter is very different from that of ordinary cars, and the price gap is also very large.
Chai Mei talked about Internet thinking when discussing with Lao Chai. Maybe Xiaomi doesn't make money by making hardware?
Just like Lao Luo, he doesn't make money, but makes friends.
Having said that, I have to mention the original Xiaomi TV.
You know, before this, there was no advertisement for turning on the TV, and it was all turned on directly. How to turn it on after watching the advertisement?
However, Xiaomi TV not only wants to maintain its cost performance but also wants to make money, so it has abruptly created an entrepreneurial advertisement, which has earned money from both users and advertisers.
But cars can't let users watch advertisements for dozens of seconds before stepping on the gas pedal, can they?
And no matter how excellent Xiaomi is in the field of mobile phones, the fact is that it has no foundation in the automotive field.
Chai Mei gave another example. To be a smart electric car, automatic driving is essential.
Do you know why the share price of cars will soar as long as a company announces it?
Because this is not the stock price, but the expectation of future unmanned driving.
Nowadays, the competition on the self-driving track is very fierce, and Chai Mei can't help but talk about Baidu. Baidu has been studying autonomous driving for so many years. Do you have any products now?
Tesla's autonomous driving also had an accident.
These companies with experience in developing autonomous driving are so difficult to do well, not to mention Xiaomi who has no experience in related fields.
Xiaomi should also know this. Judging from its patent application, the main concern is the intelligent cockpit, not the hot autopilot.
However, this is very embarrassing. The market is now more optimistic about autonomous driving and millimeter-wave radar. Intelligent cockpit, an unpopular technology, is difficult to gain the recognition and financing from investors.
What's more, as a smart car built by an Internet company, it is impossible to say that there is no automatic driving.
Therefore, Xiaomi, who has no experience and foundation in autonomous driving, must cooperate with other companies.
You can't find Baidu and Huawei, or Xiaomi will be slaughtered and cried.
Then who else can I call?
As mentioned earlier, Xiaomi and BAIC reached a cooperation in 20 17.
But BAIC itself is not a good partner.
As the first person to eat new energy crabs in China, BAIC was hit in the face by the market one after another after its backdoor listing.
Although Beiqi New Energy focuses on the low-end market, it has no other advantages except low price.
Tell an interesting story.
Before cooperating with BAIC, Mercedes-Benz was a world-famous brand, not to mention the quality.
However, after Mercedes-Benz cooperated with BAIC, a Beijing Mercedes-Benz came out. Since then, this car accident has been happening one after another.
It's hard to imagine what magic BAIC has.
And what can such a self-sufficient new energy vehicle company bring to Xiaomi?
Of course, Xiaomi's car is not without advantages. After all, it has a huge ecosystem.
But building a car is not another extension of Xiaomi's ecological chain logic.
In other words, the successful experience of Xiaomi ecological chain is difficult to be directly applied to building cars.
Lei Jun entered the smart electric vehicle industry because he considered the risk that Xiaomi would retreat if he did not advance, but entering this industry does not mean that the risk is reduced.
On the contrary, Lei Jun and Xiaomi are about to face the dual risks of the mobile phone market and the new energy market.
As for us young people, don't regard Xiaomi as the first car. When Xiaomi car comes out, maybe we are all old. ...
Main Author | Xiao Lu
Edit | SiShao