2. Based on hardware, but not aiming at hardware profitability. The gross profit margin of Xiaomi's mobile phone, Internet of Things and consumer goods is less than 10%, the gross profit margin of Internet service alone is as high as 60%-65%, and the comprehensive gross profit margin is only 1 1%- 13%. Looking back on its historical development track, we think that Xiaomi's values and marketing ideas have jointly formed its product strength, and the hardware product strength and fan culture constitute the cornerstone of its brand value, which is feeding back hardware products and forming the profit appreciation of Internet services.
3. New series will be launched according to time, forming three categories: Xiaomi MIX, Xiaomi Series and Redmi Series, covering high, medium and low-end markets. Redmi series 20 15 was launched to boost emerging market share; Since 20 16Q 1, the mobile phone market in China has become a stock market, and consumers in mature markets are more interested in innovation and upgrading, so MIX is an important outlet for Xiaomi's innovation.
4. Accelerate the process of internationalization. As of March 3, 2065438, the company's smartphones have entered 74 countries and regions around the world, with China, India and Indonesia as the main delivery areas. In terms of the fourth quarter shipment of 20 17, the company ranks among the top five smartphone brands in 15 countries and regions.
5. The shipments of low-end products have increased rapidly, the layout of high-end models has been initially completed, and the overall average price still has room for improvement. In the past two years, through Xiaomi's continuous application of mobile phone black technology, Xiaomi's mobile phone has gradually become a complete Internet eco-enterprise with high, medium and low-end production lines from the traditional low-end image. However, in 20 17, mid-range models and entry-level models are still the main models of Xiaomi, while the shipments of high-end flagship models with a price of over 3,000 yuan are less than10 million, and the sales of flagship models with a price of 2,000 yuan have not increased significantly year-on-year. In China market, the proportion of models below $20 18Q3 millet 100 is still 18%, while the mainstream demand in China market is 100-400, and the demand below $ 100 is only 5.9%. In the Indian market, low prices help to further increase the share. In the first three quarters of 20 18, the average price of Xiaomi in the Indian market decreased slightly year-on-year, but it was lower than the overall average price of the Indian market in the same period.
catalogue
1. Start with the mobile phone and stand on three feet.
2. Strategic characteristics of Xiaomi's mobile phone business
2. 1 launch accurate differentiated brands in due course.
2.2 From cost-effective strategy to paying attention to black technology
2.3 light capital marketing concept and sales strategy
2.4? Localization and internationalization strategy
2.5? Electronic consumer goods platform enterprises
3. A brief history of Xiaomi mobile phone: different positioning, the same heat.
3. 1 flagship machine series, the era of extreme cost performance.
3.2 Redmi series, make thousand yuan machine brand.
3.3 MIX series has won many awards for its innovation.
4. There is still room for product structure optimization.