From July 4th to July 5th, Zero One Technology held the first Zero Science and Technology Festival in Shenzhen. During the second day of the conference, Han Ganyuan, strategic planner of Xiaomi Ecological Chain Staff, attended and gave a special speech. After the speech Our iMoblie mobile phone home is very fortunate to have the opportunity to interview it. Han Ganyuan has elaborated on various aspects such as product planning, Xiaomi ecological chain cooperation mode and Xiaomi ecological chain products to create products. From this, we Try to understand the growth model of the Xiaomi ecological chain and the root cause of its frequent explosions. Products: Selected lifestyle e-commerce In response to our question about the expansion of the product coverage of the product mall, Han Ganyuan believes that 'there is a selection of life e-commerce, which is in fact the same as NetEase (strict selection), which belongs to the quality e-commerce, hoping to bring more advantages in manufacturing resources. Then, like Xiaomi, we will make high-quality, high-value, cost-effective products, so the future will be more open, and we will introduce more foreign goods'. In the balance between rich user selection and streamlined user options, Han Ganyuan said, 'We may choose two to three or three to five good products for each category. This is based on the hardware we have done for so many years. The materials are very well understood. We actually know which products are good and which are not good. When we select good products, we don't want to give users too many complicated choices. From this we know that there are similar products, there are products. Make a certain selection, the selected products have a strong advantage in price, but also the quality can be comparable to the same product. Cooperation: Investing does not control, help not add chaos Regarding the issue of the Xiaomi eco-chain cooperation model proposed by the reporter, Han Ganyuan clearly stated that the starting point of Xiaomi's cooperation is that 'investment does not control, and does not add chaos, that is, the proportion is small, and then does not seek to control, maintain the independence of the cooperative eco-chain enterprise and Entrepreneurship mentality' . In the cooperation, Xiaomi plays the role of empowering the eco-chain enterprises. In addition to actively cooperating in the product definition stage, Xiaomi will also support its own supply chain and channel advantages to various start-ups. Business, help them gather in the product itself. Han Ganyuan said: 'In fact, there are many entrepreneurs that have difficulty getting resources, especially as hardware. At the beginning, they are looking for factories. The factory asks how many orders you can make. You say three thousand, five thousand, your price is someone else. Ten times, twenty times, this is a hurdle in the supply chain. Even if you make it, consumers don't know your brand, you have a hurdle. Looking for an e-commerce, not giving you a sale is not necessarily, giving You sell it, it doesn't matter if you push it. Even if you sell it, consumers don't know your brand, and they can't do it. Every step will kill many people. We are the first supply chain, the first brand , First channel, all have, marketing, after-sales, logistics, customer service one-stop. At the same time, in addition to its strong voice in the supply chain, after the integration of the ecological chain, the advantages of the Xiaomi ecological chain in the collection and acquisition will be further enhanced. Brand: fully open Regarding the reporter's suggestion of Xiaomi's attitude towards the development of self-owned brand products by eco-chain enterprises, Han Ganyuan also directly stated: 'We are like this, fully open. This enterprise is an independent business entity, and all his business strategy decisions are decided by himself. Xiaomi has no right to decide on his right to suggest ' . For the further strengthening of the fundamental idea of only the right to suggest, Xiaomi even encourages various eco-chain companies to make their own brands and their own channels. These independent brands have higher independence. In this regard, Han Ganyuan directly explained the actual case: 'If it is my own brand, it is actually separated from the Xiaomi ecological chain. It is called Zhimi, Huami, Zi Mi, etc. We only provide him with sales channels, others do not participate, and the propaganda is also His own brand' Product: Precise prediction, focusing on user needs, not setting too many boundaries When it comes to products, Han Ganyuan has full pride and self-confidence, and in the process of communication, it reveals some ideas of some aspects of the Xiaomi ecological chain in building products. Before a product is officially launched, the Xiaomi ecological chain system will do Two pre-judgments, one is the product itself, and the other is the industry trend. Product prejudgment: 'Now we are paying attention to 80% of the money spent on finding coordinates, and then a cannonball hit. Our logic is to have data to support him, and he can really go to the user's home, talk to the user one-on-one, qualitative Quantitative research and insight into user needs', Han Ganyuan said, and the implementation of this research communication operation is the cooperation of the entrepreneurial team in the Xiaomi ecological chain, they cooperate with Xiaomi's operation with their own industry expertise and market insight. Disk experience, the two sides combine to dig out the best product definition points, and then a point to explode. Industry trends: For predict industry trends, Han Gan source vividly described as' attributes make products with tomorrow ', specific criteria for pre-judgment, he said:' We see industry trends to predict, at least to look at five years, because I the playing board of the grinding process, it may take one to two years, on the market but also sell one to two years, so to see at least the next five years ', to enhance its persuasive discourse is the actual case he added:' For example, our the reverse osmosis water purifier, but when we had the reverse osmosis, reverse osmosis water purifier is a non-mainstream, that is, the proportion is very low, but today has become mainstream. ' Product grasp: Unlike many friends who talk about the high cost performance that Xiaomi must call, Han Ganyuan told us in the interview: 'High quality first, high cost performance second, always insist on high quality, quality determines how far we can go, any product, It is necessary to ensure that the quality is no problem. As a technology company, it is walking on the tip of the knife. What is happening is very dangerous, so we must ensure the quality. In order to ensure the high quality of the products, Xiaomi has made a good balance between the ecological chain enterprise autonomy and its guiding ability. Han Ganyuan said: 'At this side, we will work with most of the entrepreneurs to coordinate products with him. ', this definition contains the product's explosion point, price and functionality. These are the directors of Xiaomi. In the professional field, the eco-chain enterprise handles the part that it is best at, and more of the R&D function. The balance between the two is the design part that Xiaomi dominates most of the time, ensuring the beauty of the product, conforming to the aesthetics of life, and also consistent with the tonality of millet products. Han Ganyuan believes: 'The most important thing for enterprises is to know their own ability circle. After blind expansion is particularly big, it is easy to have problems. We pay attention to focus, extreme, and word of mouth. Focus on actually represents Xiaomi itself, mobile phone, TV. This is Xiaomi’s own work. Most of the other is done by the ecological chain, and the genes of each enterprise are different. It can be seen that in the process of rapid development, the Xiaomi ecological chain itself is very healthy, and the two sides have full mutual respect, which is largely due to the restraint of Xiaomi, the ability to reflect on itself and the cooperation. The protection of the interests of the party, this is the two aspects we directly feel. Entrepreneurs from all walks of life have not lost their autonomy while becoming a Xiaomi eco-chain enterprise. Their love for products has been greatly preserved, and after the completion of the function, there is a mature design concept of Xiaomi. Packing, and providing sales channels and resources, it is not surprising why the millet ecological chain can always produce explosives. Now, Xiaomi is about to officially ring the clock in Hong Kong, and we are also looking forward to it. After welcoming this huge transformation, what kind of performance will the Xiaomi ecological chain have, and whether the accumulated energy will usher in more explosions? Opportunity.
From July 4th to July 5th, Zero One Technology held the first Zero Science and Technology Festival in Shenzhen. During the second day of the conference, Han Ganyuan, strategic planner of Xiaomi Ecological Chain Staff, attended and gave a special speech. After the speech Our iMoblie mobile phone home is very fortunate to have the opportunity to interview it. Han Ganyuan has elaborated on various aspects such as product planning, Xiaomi ecological chain cooperation mode and Xiaomi ecological chain products to create products. From this, we Try to understand the growth model of the Xiaomi ecological chain and the root cause of its frequent explosions. Products: Selected lifestyle e-commerce In response to our question about the expansion of the product coverage of the product mall, Han Ganyuan believes that 'there is a selection of life e-commerce, which is in fact the same as NetEase (strict selection), which belongs to the quality e-commerce, hoping to bring more advantages in manufacturing resources. Then, like Xiaomi, we will make high-quality, high-value, cost-effective products, so the future will be more open, and we will introduce more foreign goods'. In the balance between rich user selection and streamlined user options, Han Ganyuan said, 'We may choose two to three or three to five good products for each category. This is based on the hardware we have done for so many years. The materials are very well understood. We actually know which products are good and which are not good. When we select good products, we don't want to give users too many complicated choices. From this we know that there are similar products, there are products. Make a certain selection, the selected products have a strong advantage in price, but also the quality can be comparable to the same product. Cooperation: Investing does not control, help not add chaos Regarding the issue of the Xiaomi eco-chain cooperation model proposed by the reporter, Han Ganyuan clearly stated that the starting point of Xiaomi's cooperation is that 'investment does not control, and does not add chaos, that is, the proportion is small, and then does not seek to control, maintain the independence of the cooperative eco-chain enterprise and Entrepreneurship mentality' . In the cooperation, Xiaomi plays the role of empowering the eco-chain enterprises. In addition to actively cooperating in the product definition stage, Xiaomi will also support its own supply chain and channel advantages to various start-ups. Business, help them gather in the product itself. Han Ganyuan said: 'In fact, there are many entrepreneurs that have difficulty getting resources, especially as hardware. At the beginning, they are looking for factories. The factory asks how many orders you can make. You say three thousand, five thousand, your price is someone else. Ten times, twenty times, this is a hurdle in the supply chain. Even if you make it, consumers don't know your brand, you have a hurdle. Looking for an e-commerce, not giving you a sale is not necessarily, giving You sell it, it doesn't matter if you push it. Even if you sell it, consumers don't know your brand, and they can't do it. Every step will kill many people. We are the first supply chain, the first brand , First channel, all have, marketing, after-sales, logistics, customer service one-stop. At the same time, in addition to its strong voice in the supply chain, after the integration of the ecological chain, the advantages of the Xiaomi ecological chain in the collection and acquisition will be further enhanced. Brand: fully open Regarding the reporter's suggestion of Xiaomi's attitude towards the development of self-owned brand products by eco-chain enterprises, Han Ganyuan also directly stated: 'We are like this, fully open. This enterprise is an independent business entity, and all his business strategy decisions are decided by himself. Xiaomi has no right to decide on his right to suggest ' . For the further strengthening of the fundamental idea of only the right to suggest, Xiaomi even encourages various eco-chain companies to make their own brands and their own channels. These independent brands have higher independence. In this regard, Han Ganyuan directly explained the actual case: 'If it is my own brand, it is actually separated from the Xiaomi ecological chain. It is called Zhimi, Huami, Zi Mi, etc. We only provide him with sales channels, others do not participate, and the propaganda is also His own brand' Product: Precise prediction, focusing on user needs, not setting too many boundaries When it comes to products, Han Ganyuan has full pride and self-confidence, and in the process of communication, it reveals some ideas of some aspects of the Xiaomi ecological chain in building products. Before a product is officially launched, the Xiaomi ecological chain system will do Two pre-judgments, one is the product itself, and the other is the industry trend. Product prejudgment: 'Now we are paying attention to 80% of the money spent on finding coordinates, and then a cannonball hit. Our logic is to have data to support him, and he can really go to the user's home, talk to the user one-on-one, qualitative Quantitative research and insight into user needs', Han Ganyuan said, and the implementation of this research communication operation is the cooperation of the entrepreneurial team in the Xiaomi ecological chain, they cooperate with Xiaomi's operation with their own industry expertise and market insight. Disk experience, the two sides combine to dig out the best product definition points, and then a point to explode. Industry trends: For the prejudgment of industrial trends, Han Ganyuan vividly described it as 'making products with tomorrow's attributes'. For the specific criteria of pre-judgment, he said: 'We look at the industry trend forecast, at least five years, because I The process of polishing this plate may take one to two years, and it will be sold for one to two years, so at least look at the next five years'. To enhance its dissuasion is the actual case he added at the same time: 'Like our The water purifier uses reverse osmosis, but when we came out of reverse osmosis, reverse osmosis is the non-mainstream of the water purifier, that is, the ratio is very low, but today it has become mainstream. Product grasp: Unlike many friends who talk about the high cost performance that Xiaomi must call, Han Ganyuan told us in the interview: 'High quality first, high cost performance second, always insist on high quality, quality determines how far we can go, any product, It is necessary to ensure that the quality is no problem. As a technology company, it is walking on the tip of the knife. What is happening is very dangerous, so we must ensure the quality. In order to ensure the high quality of the products, Xiaomi has made a good balance between the ecological chain enterprise autonomy and its guiding ability. Han Ganyuan said: 'At this side, we will work with most of the entrepreneurs to coordinate products with him. ', this definition contains the product's explosion point, price and functionality. These are the directors of Xiaomi. In the professional field, the eco-chain enterprise handles the part that it is best at, and more of the R&D function. The balance between the two is the design part that Xiaomi dominates most of the time, ensuring the beauty of the product, conforming to the aesthetics of life, and also consistent with the tonality of millet products. Han Ganyuan believes: 'The most important thing for enterprises is to know their own ability circle. After blind expansion is particularly big, it is easy to have problems. We pay attention to focus, extreme, and word of mouth. Focus on actually represents Xiaomi itself, mobile phone, TV. This is Xiaomi’s own work. Most of the other is done by the ecological chain, and the genes of each enterprise are different. It can be seen that in the process of rapid development, the Xiaomi ecological chain itself is very healthy, and the two sides have full mutual respect, which is largely due to the restraint of Xiaomi, the ability to reflect on itself and the cooperation. The protection of the interests of the party, this is the two aspects we directly feel. Entrepreneurs from all walks of life have not lost their autonomy while becoming a Xiaomi eco-chain enterprise. Their love for products has been greatly preserved, and after the completion of the function, there is a mature design concept of Xiaomi. Packing, and providing sales channels and resources, it is not surprising why the millet ecological chain can always produce explosives. Now, Xiaomi is about to officially ring the clock in Hong Kong, and we are also looking forward to it. After welcoming this huge transformation, what kind of performance will the Xiaomi ecological chain have, and whether the accumulated energy will usher in more explosions? Opportunity.
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