According to the data released by the Xiaomi CDR prospectus, from 2015 to the first quarter of 2018, Xiaomi’s sales volume of both entry and mid-end machines accounted for more than 50% of sales, and he was the main force in Xiaomi's shipment. In 2016, Xiaomi’s high-end flagship machine sold only 81,000 units. In the same year, Xiaomi’s sales of entry and midrange machines were 15.214 million units and 26.871 million units respectively, which were 188 times and 330 times higher than the high-end flagship models respectively. Let's recall which mobile phone was the most expensive for millet in 2016? Yes, it was the millet MIX that was released as a concept machine at that time. In the mobile phone market in 2016, the 16:9 low screen ratio is generally still the mobile phone, and millet MIX is directly After removing the 'forehead', the border on the phone became very narrow at once. It looked very stunning. My former colleague, an aggressive rice noodle even watched the cry when watching this conference. Finally there was a way to make rice flour. Touched millet millet mobile phone.
However, my former colleague did not spend more than 3,000 yuan to buy such a Xiaomi mobile phone after crying. He bought a red rice phone with a price of less than 1,000 yuan. The red rice is the sales volume and sales revenue statistics of Xiaomi. Among the entry-level and mid-range machines that dominated the market, Xiaomi further detailed this classification in the prospectus. In 2015-2017, Xiaomi’s shipments were the most popular among the red rice handsets with prices of RMB 800-1299. And even considering the case of the first generation of millet MIX as a concept machine, in the mass production of the millet MIX2 in the 2017 and the first quarter of 2018, its sales volume was only 1.386 million units and 496,000 units, while the 2017 Yuanjihongmi sold 43.299 million units. The annual sales volume of 1 million units can only be regarded as a passing level in the mobile phone industry. Even a small factory like Hammer Technology, the mobile phone sales in 2017 exceeded 1 million units. The price is The one-plus mobile phones with product positioning close to that of the Xiaomi MIX2 had sales of 4 million units in 2017. In the high-end flagship market, the one-plus performance is far better than Xiaomi. It is no wonder that in India, Xiaomi has occupied almost the most of the thousand yuan. Machine, hundred yuan machine market, one plus occupy high The flagship market. In Europe where Xiaomi goes to the sea, foreigners who know redmi5 may not know xiaomiMIX. And this hasn't compared Xiaomi’s rival Huawei. Whether it’s the RM5000 or Macintosh series, the single handset sales are in the 10 million. The average price of OPPO and vivo explosive r11 and x20 are all around 3,000 yuan. In the three years since millet began in 2015, the average selling price is about 800 yuan, and the annual increase has not exceeded 100 yuan. Millet is still the millet I'm familiar with. On the basis of no price/performance ratio, I think the more important thing is: No red rice is not millet.
It is the sales of 45 million mobile phones per year for red rice that support Xiaomi’s triathlon business model. The red rice mobile phone is the starting point of Xiaomi’s IPO’s story of 'Touching the people and the price'. 2017 Year is the first five years of return of Xiaomi’s mobile phone shipments. Xiaomi’s annual shipment volume was 91.41 million units, and Red Mobile’s handset shipments exceeded 73 million units. Relying on such a huge sales volume, Xiaomi’s Internet services In order to get enough users, MIUI's games and advertising businesses have enough commercial value. What kind of people are using red rice mobile phones? This group has actually been stigmatized for a long time. And according to the 2017 national According to statistics from the Bureau of Statistics, in the first quarter of 2018, the per capita disposable income of urban residents was 10,781 yuan, and the per capita disposable income of rural residents was 4,226 yuan. In my impression, people using red rice mobile phones are certainly rural residents with low income. 'Wearing slippers, hanging keychains on the waist, and stumbling in the streets' may be the image of most of the red rice mobile phone users imagine in the hearts of people. However, in fact, the number of first-tier cities in the red rice mobile phone users is higher. small The data released in 2016 shows that from the perspective of urban distribution density, there are 11.4 red rice mobile phones per 100 people in the first-tier cities, 9 mobile phones per 100 people in the second-tier cities, and 4.7 mobile phones per 100 people in the third-tier cities. In addition to the urban distribution, red rice users are distributed. Most of the age groups are 22-29 years old, 0-21 years old and 30-39 years old. The overall trend is youthfulness. Students and working people are the main factors. From the analysis of APP usage time, red rice users are active in the mobile internet. Crowd, they have a strong preference for video, social networking, tools, games, books, news, etc. This is very interesting. Maybe people who dislike red rice and feel low-end red rice, In the pocket, a red rice machine was secretly hidden. For example, my colleague Lin, a teacher of fruit powder, used an Apple family bucket and was still carrying two red rice Note5.
So, to be more precise, when entering office workers, college students are the typical red rice mobile phone users. Of course, our old friend explorer Semmitt and Caixin World say that CEO Antio is rice noodles. Red rice mobile phone loyal users. Red rice mobile phone with a very low price to solve the pain points of their use of mobile phones, such as explorer Semit need to be a long battery life, college students need is a large screen mobile phone, easy to see PPT, chasing the American drama. And these red rice users may feel more deeply about 'moving people's hearts and prices,' they are the real believers in rice flour. So after the phrase 'No millet without red rice' should be followed Add another sentence - there is no millet user, no millet.