'Our eternal life will not be profit-oriented, will be rice noodles, users as the core.'
Lei Jun reiterated his position on December 19 when he was interviewed by Entrepreneur Magazine, and as of now he has gone through seven years of work with Lei Jun and Xiaomi in his "breath-hold" 2016 shipments of millet decline situation, but also shipments this year, 'Counter Strike', and by the end of the year will be listed frequently next year.
If Lei Jun and millet is a conclusion, and now, perhaps to break the 'itch' seven years, although still positioned as 'startup company', but millet has more than 15,000 employees, compared to the once 'fever' Lei Jun now mentions more words but it is another - 'new products'.
Under the increasingly blurred brand name, on December 16, Lei Jun won a Chinese painting on his 48th birthday, and wrote: 'Plum blossoms come from bitter cold. 'Now it seems that in the' move the Central Plains' approach, in addition to the millet itself, subject to test, and perhaps there was a bowl of millet porridge revolution pioneering heart.
February 24, 2016, millet 2016 spring new conference was held in Beijing, millet CEO Lei Jun officially released the first generation equipped with Snapdragon 820 processor - millet 5. Beijing News reporter Pu Feng photo
November 22, 2011, Lei Jun handheld millet phone first generation
1 first heart
A bowl of millet porridge revolution, carrying 'all the longing'
'Drank a bowl of millet gruel together, and then started to work.'
On April 6, 2010, a start-up company of 14 employees drank bowl of millet gruel in the office, and seven years later, the company came from a dozen or so startups to take the lead in the handset market, with several employees broken Well-known science and technology enterprises million - This is the ceremony to open the history of millet.
In 2012, as the CEO of Xiaomi, Lei Jun disclosed the details for the first time on Weibo, the wording was still 'going to work.' He drank a bowl of millet gruel and started to revolution. 'Two years later, Attendance at a salon, Lei Jun in the 'work' and 'revolution' of the replacement, completed the figure of poor dagger see the type of profile.
'We were thinking about it at the time, and if it did, we would have said that we had never done it before.' "Lei Jun gave his voice to the media on the eve of the release of Xiaomi Mobile Phone 1.
Before the establishment of millet, Lei Jun spent three or four years of 'retirement'.
Jinshan listed in 2007, in the eyes of outsiders, 'listed a company, investing in dozens of companies' Lei Jun became the' winner of life 'but these experiences, but their own summary of' life's table and only two Fart and 'fart and is the minimum card that the mahjong neutralizes, namely the card that wins the least money.
From missing the investment price of 150,000 yuan Zhang Xiaolong, to sell Joyo before the rise of e-commerce, and the brand of Lei Jun and 'card' seems to be one step worse in 2010, the 40-year-old Lei Jun began 'the last time Entrepreneurship: 'born for a fever', later known as slogan, became the Lei Jun and millet conclusion of the 'early mind'.
Lei Jun claims he is 'super mobile phone enthusiasts', with no less than 100 mobile phones, Xiaomi partner also invited all technical backbone.
On the phone's 'fever', Lei Jun burned himself from the user .In the early years, Lei Jun had proposed two core business objectives of millet, one is the user will not be excited for the new product of millet, the second is the user will recommend to friends after use .
2014, millet's co-founder Li Wanqiang wrote the "sense of participation: millet word of mouth marketing internal manual" hot, occupy the Amazon pre-sale total list champion, after the listing and win multiple bookstore monthly list of multiple championship list Lei Jun wrote in the preface: 'No matter how much the company can do in the future, we must make Millet a company that allows users to participate in the same way as a diner. are friends. '
Perhaps because idols are Jobs, Lei Jun hopes to make millet users at the same time become fans of millet - 'rice noodles' from this.
Like Apple, millet sales, taken pre-sale system.New mobile phone will be scheduled to open sales in the millet online, hot models are often sold out soon after the sale, the current round of users did not grab the phone can only wait for the next round Sale and then buy another shortcut is to obtain the millet F code, which is provided by the millet company to millet core users and make a contribution to millet users of the preemptive right, with the F code can be purchased directly millet phone.
'For the first time, it consciously infuses the logic of the fan economy into the entire process of a product from research and development to sales. The strategy is clear and the path is complete. The fan economy and the general brand momentum are similar and in fact not a single grade Exists. "Luo Zhenyu believes that this is the millet mobile phone industry in China the most important innovation.
"Participation Feeling," the hot, just walking millet all the way to the silhouette.
In 2011, Xiaomi handsets were officially launched. At the end of the same year, Xiaomi won 90 million U.S. dollars in financing and valued at 1 billion U.S. dollars. In June 2012, Xiaomi completed more than 200 million U.S. dollars of financing and valued at 4 billion U.S. dollars. In August 2013, Xiaomi Valued at 10 billion U.S. dollars, Lei Jun was appraised as China's economic man of the year in December; February 2014 American business magazine Fast Company released the list of the world's 50 most innovative companies, millet column third, April millet surpass Apple occupies the top Baidu mobile phone brand list.
In November 2015, Xiaomi released Red Rice Note 3, and Lei Jun thought for two months about the phone's advertising slogan, ending with "All My Longing."
2 questioned
'Out of control' supply chain: sales plummeted and frequently 'was hit porcelain'
Misfortune deserved, "fever" for three years, 'questioned' followed.
In early 2014, millet ushered in the biggest since the founding of a public relations crisis - millet 3 Unicom version of the phone broke the 'change-door' incident.
Waiting for 4 months finally get the phone in kind users found that millet earlier publicity in the phone use Qualcomm Xiaolong 800 series processors from the MSM8974 AB platform was replaced by cheaper and relatively weak performance of the MSM8274 AB platform.
In response, millet company explained by propaganda, the use of the name is not rigorous, and promised a full refund.Xiaomi's explanation failed to return the user's understanding.With the purchase of the phone user accused millet without the user's knowledge of the change Hardware, the final intention to deceive whitewashing for the lack of strict negligence, and angrily said that they have changed from rice noodles to 'black rice.' Some analysts believe that the 'change-door' is millet in the supply chain management ineffective circumstances To help make profits of the move.
This became the precursor to millet's difficult situation in the ensuing two years 2015 and 2016.
In 2015, Huawei, OPPO and other domestic handset manufacturers emerged, and their prices and technologies became more and more transparent. Under the Red Sea market, the neglect of Xiaomi's supply chain began to be exposed. Later, many analyzes attributed this to one of the causes of the two-year millennium millet millennium.
As the birth of the Internet companies millet, since the birth of it to take online sales, that is, there is no physical store in Xiaomi, the user to buy mobile phones and other products from Xiaomi official website at the same time, Xiaomi to complete the quick start light asset profit model, meaning that Xiaomi did not own Of the factories, all of which are handed over to the suppliers, resulting in a lack of control over the supply chain. "Lei Jun's microblogging shows that in 2014 and 2015, he spent a lot of time visiting suppliers in different parts of the world and pushing manufacturers to introduce more automation equipment.
Lei Jun did not realize at that time, the complexity of the mobile phone industry needs production and marketing integration.
Shipment of millet dropped for the first time in the third quarter of 2015 compared with the same period of last year. In 2016, the shipment of millet smartphone dropped by 36% from a year earlier and its market share dropped from 15.1% in 2015 to 8.9%.
Lei Jun began to become somewhat silent on social media. The monthly number of microblogged releases dropped from over 200 in 2015 to about 50 or 60 in 2016. In the first quarter of 2016, millet fell out of the top five in global shipments , Lei Jun released a microblogging about the theory of flying pig: 'standing on the outlet, the pig will fly. I quote this sentence is to illustrate the essence of entrepreneurial success is to find the outlet, taking advantage of it.' He referred to 'potential' From "The Art of War, Military Strategy" - Good command of the people who create the "potential", like the pebble from the very steep hill roll down the same, ferocious.
After this quarter, Lei Jun began to personally battle.
From May 2016 onwards, Lei Jun succeeded Xiaomi co-founder and supply chain leader Zhou Guangping, direct management of mobile phone product development and supply chain, said he has confidence in the timely delivery of mobile phones. Xiaomi ecological chain founder of purple technology Zhang Feng also joined millet as vice president of supply chain in 2016.
In charge, Lei Jun in the mobile phone department, supply chain, millet network sales team were set up specialized staff planning coordination department, by the 100-person collaborative team to help him coordinate the entire production and supply system joint operations.
The second quarter of this year, Xiaomi global shipments back to the world's top 5. 'No mobile phone company in the world after the decline in sales can be successfully reversed, except Xiaomi.' Lei Jun said at the conference.
Even so, the quality of millet questioned from time to time there.
On June 14 this year, Lei Jun forwarded a netizen microblogging on the millet 6 mobile phone will soon be overwhelmed by the navy's negative news, with only one word punctuation: 'alas ......' This is the Lei Jun, the quality of millet reply many Weibo, the most short one, microblogging saved 4666 comments.
In how to treat Lei Jun this microblogging know almost ask questions, received more than 1500 answers, netizens speculated that the purpose of the behind Lei Jun, millet 6 is not to discuss the existence of quality problems.
The next day, Lei Jun released a new microblogging, 'Millet 6 has recently been a variety of touch porcelain, all kinds of black, why?