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In 2016, Xiaomi will transform in an all-round way, and take a clear stand that the offline channel battle will be the battleground of China’s domestic Android mobile phone manufacturers this year! Millet 5 ahead of time mass production, and in the national millet home synchronous sales, is a good introduction
Lin bin, co-founder and President of Xiaomi company, said at the opening ceremony of the colorful city store at Xiaomi’s home that smart phone has gone a step further from pure pursuit. Previously, the mode of pure price / performance ratio may only require online sales and communication, but now the new trend requires more users to actually contact the product. 2016 is a year of Xiaomi’s comprehensive transformation, which focuses on the construction of offline channels. Xiaomi 5 is mass produced in advance and sold at Xiaomi’s home in China at the same time, which is a good example. Xiaomi has made a clear statement that the offline channel battle will be a battle for China’s domestic Android mobile phone manufacturers this year.
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The slogans of Meizu, Xiaomi and Huawei were all painted on the exterior walls of the rural compound. This offline channel war is not only a first-line or second-line City, but also a nationwide all-round fire. Operators’ channels, self built channels and retailers’ channels will become the focus of expansion. "The goal of Xiaomi’s house is not to make profits, as long as it doesn’t lose, it is to win." Lin Bin said. With Xiaomi’s full participation, the competition for offline channels is bound to be a competition of strength in terms of price, production capacity, supply chain, logistics and subsidies, as well as a challenge to capital strength. The Red Sea market will be no less than the shuffle of online channels on the Internet. Old brand manufacturers have already seen the opportunity, and offline channel business cooperation to organize a defense line, snipe Millet’s attack.
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The offline channel construction of Xiaomi brand is not only focusing on the mobile phone, but also the participating manufacturers of Xiaomi’s whole intelligent hardware ecological industry chain. Lin Bin said, "the most important thing is that Xiaomi now has many products, and the effect is very different when you see them offline, such as Xiaomi TV and water purifier. Their sales after offline display are very good, and you can experience them differently.". The situation of mobile phones is also changing. The requirements for appearance, material and hand feel are getting higher and higher. Actually, it can stimulate people’s desire to buy. "
The era of pure pursuit of price has also passed. Consumers are pursuing more and more functions and requirements. The overall cost of mobile phone is rising. Xiaomi mobile phone is advancing to the high end in 2016. The 2699 yuan Xiaomi 5 exclusive edition is a good start.
"User needs are changing. At the beginning, it was just a smart phone. Now we will ask whether there is fingerprint identification, whether there is metal, how long the battery lasts, whether there is any additional function, etc. In fact, the cost will increase if these functions are implemented on mobile phones. So when we priced the M5 Premium Edition with ceramics at 2699, we still had concerns. However, after a micro blog survey, we found that tens of thousands of people voted and half of them wanted to buy the premium edition, so we can actually accept it. " Lin Bin said that the upward trend of prices is the general trend.
With the growth of global smartphone market and China market slowing down, the Indian market is still in the stage of high-speed growth. Lin Bin said Xiaomi will make the red rice series of mobile phones as the main force to focus on exploring the cheap market in India.