? Recently, under the media's attention, Huawei Technologies Co., Ltd., which was banned by the United States, is at the forefront. So, does Xiaomi not involve future 5G technology, or does it involve less? If so, what is the future direction of Xiaomi? Is born to love's millet in its prime or a midlife crisis?
Current situation of millet
As the chairman and manager, Lei Jun accounts for 77.8% of Xiaomi's shares and is the main person in charge, with a total market value of 2342438+0.2 billion.
According to the latest voluntary announcement, 20 19 shipped more than 275,000 smartphones in the first quarter. Xiaomi's revenue this quarter was 43.75 billion yuan, slightly better than that of Gree Electric, which was a little consolation for Dong Mingzhu's five-year gambling loss.
? Moreover, Xiaomi has once again expanded its business scope. Sina News June 1 1 News, 201On June 5, September, Xiaomi Technology Co., Ltd. increased foreign investment and established Chongqing Xiaomi Venture Capital Co., Ltd. with a registered capital of 200 million yuan. The business scope of the company is venture capital and consulting.
In addition, for the years ended February 365,438+08,65,438+0, all business segments of the company achieved strong growth, with revenue of RMB 6,543,807,490 million, up 52.6% year-on-year, and adjusted net profit increased 59.5% year-on-year to RMB 8.6 billion. It can be seen that the company has established a multi-brand strategy for smartphones. From 20 19, 1, Xiaomi and Redmi became independent brands.
From this point of view, Xiaomi's current leap forward momentum is very strong. Can we achieve the goal of "Xiaomi mobile phone returns to the first place in the domestic market within ten quarters" at the 20 18 Xiaomi Annual Meeting?
Actually, it is not. In 20 18, the shipment of millet was only 50 million units. At this time, Huawei's shipments have reached 1.05 1 100 million units, which is more than twice that of Xiaomi. More importantly, in 20 18, Huawei's shipments increased year-on-year, while Xiaomi was still declining.
Since Xiaomi was listed on the Hong Kong stock market at the price of HK$ 17 per share in 20 14, Xiaomi's share price has been falling continuously, and the closing price before the festival was 9.2 1 HK, which was 46% lower than the issue price of HK$ 17.
On June 10, Xiaomi's share price rose by 3.47% to HK$ 9.53 per share, with a market value of HK$ 228.9 billion. Xiaomi repurchased shares. According to the official announcement, the share repurchase under the current situation can show the company's confidence in its own business development and prospects, and will eventually bring benefits to the company and create value for shareholders. However, the company's intensive repurchase is not unrelated to the market downturn.
From the comparison of the report of 2065438 on March 3 1 March 2009, it can be seen that the proportion of business income of smart phones, Internet of Things, consumer products and Internet services has not changed much, but the proportion of "Internet of Things and consumer products" has continued to rise steadily. Xiaomi's ambition to build a smart home based on the Internet of Things has never been great, but at the new product launch conference of 1 1 in June, white goods were also the protagonist, and "Mijia" (a future-oriented smart electrical appliance brand) was also the main sub-brand of Xiaomi Company.
? Xiaomi's own corporate appeal is "let everyone enjoy the fun of science and technology", so most of its products are "high-end products with popular prices", and even the company directly promises that Xiaomi's overall hardware business ("hardware business") (including sales of smart phones, IoT and the like) will be completed in the year from 20 18 to 3 12, but there are problems. While pursuing cost performance, consumers will pay more attention to product quality, function and after-sales service. Whether the relatively cheap Mijia products can reach the same height as the big brands specializing in household appliances is still unknown.
Xiaomi's competitor Huawei.
When Xiaomi is struggling with product performance and price, what is 20 15, another giant that overtook Xiaomi, doing?
This can be analyzed from the patent information of the two companies. The number of patents of Xiaomi is 7,724, mainly to improve product performance and sense of use, such as "methods and devices for video recommendation" and "methods and devices for adding group members". Huawei has 90,566 patents, ten times that of Xiaomi. Its main research fields are chip manufacturing and other key technologies, such as "CSI measurement resource allocation method, CSI reporting method, base station and user equipment" and "integrated thermo-optical switch with thermal isolation and thermal limitation".
? Huawei's scientific research investment in core technologies also determines that Huawei's products take the middle and high-end route and compete directly with big brands such as Apple in the United States and Samsung in South Korea. As an old brand established by 1987, Huawei has been focusing on electronic transmission technology before choosing to produce mobile phones. Compared with Xiaomi, which was established on 20 10, Huawei has a greater sense of social responsibility and national rejuvenation. Of course, this is also closely related to the completely different ideas and goals of the founders of the two companies.
? Regarding the international layout, Lei Jun made it clear at 18+0 1.6 Hongqiao International Economic and Trade Forum: "The globalization of Xiaomi was first piloted in India, then in Southeast Asia, then in Russia and CIS, and now in Europe. Xiaomi will first choose a region with strategic significance and good business environment for large-scale investment. "
? From the first quarter financial report of Xiaomi 20 19, it can be seen that the turnover outside China accounts for 38.39% of the total revenue, and nearly 40% of the turnover comes from abroad, mainly targeting Indian-dominated Southeast Asian countries. According to IDC statistics, in 20 18, Indian smartphone shipments were142.3 million units, up by 14.5% year-on-year, and Xiaomi ranked first with 28.9% trial production share and 58.6% shipments. And its lower-priced Redmi brand directly won the Indonesian and Vietnamese markets.
? In 20 18, the global shipment of Xiaomi exceeded1.200 million, ranking fifth in the world, and it became the fastest growing mobile phone brand in western Europe with an amazing growth rate of 4 15. 1%. However, in terms of shipments to Western Europe, Xiaomi is still far below Huawei, which ranks third and has a good momentum.
On the one hand, Huawei vigorously attacked the European high-end market with strong consumption power, on the other hand, it entered some backward countries for infrastructure construction, including Afghanistan and many war-torn countries in Africa. Huawei will have some layouts in these dangerous third worlds.
Although Huawei is a competitor of Xiaomi, the relationship between Xiaomi and Huawei is actually not tense. After all, the two brands have different radiation groups, different market layouts and different research fields, but it is interesting that the distribution ratio of Huawei and Xiaomi in the first, second and third tier cities is very similar. For the United States, Xiaomi, who is trying to make money in Southeast Asia, is really no threat to him, while Huawei, which is attacking cutting-edge technology and deploying in the third world, has a terrible taste, and Huawei's "wolf pack" war culture is even more awe-inspiring.
Xiaomi's future
? Of course, 5G is the focus of all technology companies. Not only will the network speed be greatly improved, but the amount of data on the virtual network will also increase exponentially. According to the 20 19 digital report released by We Are Social and Hootsuite, there are 51120,000 mobile phone users, 4.388 billion netizens and 3.484 billion people active in social media.
? The Internet of Things will be gradually integrated into people's lives in the wind of 5G, and Xiaomi's "Mijia" system is relatively perfect and low in price, which is likely to become the first choice for the middle class to improve their living standards and keep up with the development trend of science and technology.
? Xiaomi's existing AI technology "Little Love Classmate" has been integrated into mobile phones, smart speakers and new learning machine "Little Love Teacher" to maximize user convenience. In the future, there will be more mature technology to directly control various household appliances and form a smart home network. With the upcoming deployment of 5G, the company believes that AIOT 3 will have more innovative applications in the future. In order to seize this opportunity, the company expects to invest more than RMB 654.38+0 billion in the AIoT field in the next five years.
? 20 18 February, the monthly active users of MIUI reached 242 1 10,000. Xiaomi needs to strengthen user stickiness, tap the consumption potential of MIUI users and strengthen services.
? In addition, Xiaomi's products (at least white goods) need to be strengthened in terms of quality, service life, after-sales service and performance. Instead of blindly pursuing lower prices than peers. Taking low price as the main selling point may not be widely accepted by new and new youth. Moreover, the rise of the technical strength of vivo and oppo also means that the choice of mid-range models will increase, and the market occupied by Xiaomi will be squeezed and shrunk. Xiaomi has also started to act 20 18. In order to enhance the company's investment in improving quality, the company appointed Mr. Yan Kesheng ④ as the vice president of the group and chairman of the quality committee.
? In terms of internationalization, the company will continue to explore the global market and replicate its success in the Indian market to other key markets such as Indonesia and Western Europe. In 20 19 years, the company will enter more new international markets.
? Compared with the squeezed Huawei, Xiaomi's future is much brighter, but it is still impossible for Xiaomi to regain the title under the triple obstacles of Huawei, which may be a blessing in disguise, and vivo and oppo, which have excellent sales.
Main sources of information: Straight Flush Finance, Baidu Corporate Credit, Sina Finance and Interface News.
Precautions:
[If! Support list] ①? [Endif] 20131212, Dong Mingzhu and Lei Jun publicly gambled at the CCTV "China Economic Person of the Year" award ceremony. The winning or losing standard of the bet is Xiaomi or Gree, and whose revenue is higher in five years.
[If! Support list] ②? [endif] Internet of Things and Life Sales Products Department: mainly sells other household products (including smart TV sets, notebook computers, artificial intelligence (AI) speakers, intelligent routers), eco-chain products (including intelligent hardware products such as the Internet of Things) and some consumer products.
[If! Support list] ③? [endif】AloT is a combination of the two concepts of "AI+loT", emphasizing the concept of intelligent interconnection of all things.
[If! Support list] ④? [endif] Yan Kesheng, senior mechanical engineer, 1998- 12 February, design team leader of Weiyida Communication Equipment Co., Ltd.,1992-1998, working as a vehicle in Yichang Nanyuan, Hubei Province. Yan Kesheng was born in1July, 1992, and obtained a bachelor's degree in manufacturing and repairing agricultural machinery from Hefei University of Technology (formerly Anhui Institute of Technology).