At 9:30 on July 9th, 2018, Lei Jun and rice flour representatives officially rang the bell of Xiaomi's listing in Hong Kong. From hardware zero basis to three years of domestic first-to-eight-year listing, Xiaomi created a series of miracles. Also opened a new round of wealth-making.
After the listing of Xiaomi became the first listed company to be listed on the Hong Kong Stock Exchange, the first listed company has the same IPO of the world's largest technology Internet company. The first two are the current market value of more than 500 billion. Alibaba and Facebook for the dollar.
From the initial 200 billion US dollars to 10 - 120 billion US dollars to 70-100 billion US dollars, and then to today's issue price of 17 Hong Kong dollars, opening to close at 16.60 Hong Kong dollars, about 47.32 billion US dollars, although the initial price of Leibus Folded, but still can not stop the fact that Xiaomi is the darling of the media spotlight, and all this has to start from 8 years ago.
The mobile Internet wave is coming
In 2009, Lei Jun, who had already stepped down as CEO of Jinshan, has already become famous as an angel investor. From now on, standing in the perspective of God, the year before and after 2009 is the dawn of the mobile Internet tide. 1. A new era is about to be opened.
This year, the other side of the ocean, Apple released the iPhone 3GS, the impact is growing, but far from the situation that everyone can see everywhere; In China, a small factory in the southeast coast that had previously done MP3 is finally here after the continuous jump ticket On February 18 of the year, the M8, which was called the classic by the later generations, was released. This manufacturer is Meizu. Subsequently, several explosions made Meizu famous, and Huang Zhanggong retired. This is a postscript.
Among the many fans of Meizu M8, Lei Jun is one of them. Lei Jun’s love for Meizu M8 will be introduced to people when there is time, and there is no praise. It is also Meizu M8, Lei Junhe Huang Zhang gradually has an intersection.
The two sides met with each other and saw the two sides see each other. Therefore, in 2009 and 2010, Lei Jun’s figure was often seen in the Meizu Huangzhang office, and during this time, Huang Zhang unscrupulously introduced to Lei Jun about doing mobile phones. In all aspects, Lei Jun had an initial impression and preparation for how to make a mobile phone.
However, the recognition of the product can not eliminate the differences between the two in the management of the company. Lei Jun wants to become the chairman of Meizu in the form of investment holding, which is the best choice for Lei Jun who is an angel investor and has zero mobile phone base. But for Huang Zhang, who is stepping up from the bottom, the emphasis on stocks and corporate control has fundamentally cut off Lei Jun’s ideas.
Lei Jun, who has failed to invest, has the idea of making his own mobile phone. In fact, he started quietly preparing for Xiaomi in 2009. By April 2010, Xiaomi was established. At that time, Lei Jun and Huang Zhang were still in the honeymoon period, and Lei Jun had already set up. Xiaomi's original leadership team: Lei Jun Jinshan's old ministry, Li Wanqiang, Google China Academy of Engineering, deputy director Lin Bin, Google's Hong Feng, Beijing University of Science and Technology's design department, Liu De, Motorola's Zhou Guangping and Wang Guanping.
Before the listing bell, Lei Jun spoke: Thankfully, the company opened on the first day, 13 people came together to drink millet porridge... Today there are 175 millet students representing the millennial 19,000 employees to the scene. Ps : I thought of the first day of the hammer technology. Only Lao Luo and Zhu Xiaomu had two big eyes and no eyes. I don’t know what to do, but I can’t help but admire the hammer technology.
a road that no one else has ever walked
'A bowl of millet porridge' has become a classic sing in the rivers and lakes, and is later passed down or worshipped. For the reason why the company is named 'millet', there are many explanations, and in the interview with Cui Yongyuan, Lei Jun smiled and went. When the Trade and Industry Bureau registered, Xiaomi was a farmer's company. It was the 'farmer company' that was originally thought of as a farmer's company. Later, it became the deserved protagonist of China Mobile Internet. In the popular words: Standing in the C position.
Just as Lei Jun positioned Xiaomi before listing: Xiaomi is an Internet company. At first, Lei Jun wanted to use the Internet to make mobile phones. This road is unprecedented, and later. On August 16, 2010, MIUI released the first one. The test version, from the initial 100 people, to 10 million on January 9, 2013, exceeded 100 million on February 13, 2015, and reached 171 million active users in December 2017.
MIUI, as the first product of Xiaomi Company, laid the foundation for Xiaomi, and the original 100 people also have this different meaning for Xiaomi. They are the prototype of hundreds of millions of 'rice powder' and Xiaomi. The budding of 'fan economy'.
In the speech before the bell, Lei Jun wrote to the first 100 people that 'it is this 100 user support, we grow step by step, only 190 million people are active in the current month' and we also specially invited 6 people from At the beginning, I supported Xiaomi's rice noodles to come to the scene, so as you can see, ringing the bell with Lei Jun is a rice noodle.
On the 16th of August, 2011, Xiaomi 1 was born, and this day is the first anniversary of the launch of the MIUI beta. Although the conference site at the time seems a bit rudimentary now, it seems that this day It is indeed a day worthy of being remembered by the history of Chinese mobile phones. From this day, the price of +1999 yuan for a fever has become the two sharp edges of Xiaomi’s killing of the Quartet.
Another point is that it cannot be ignored. At the same time as Xiaomi 1 was released, Lei Jun proposed the famous 'iron man three-item' theory: hardware + software + Internet service, and the corresponding product is mobile phone + MIUI + meter chat.
For Xiaomi, Mi Li is a somewhat tragic product. Since its debut in December 2010, WeChat has been launched two months later, so Michao has taken advantage of Tianshi. Then in April 2011, Michao launched the walkie-talkie function. Users surged by 1 million. Wechat followed closely, highlighting the voice chat function in May, users blowout, followed by WeChat 2.5 version launched 'View nearby people', October 2011 shake and drift bottles, and 2012 The circle of friends in April, followed by the WeChat public platform in August.
At this time, the first-mover advantage of Mi Chat was completely lost. In February 2014, Xiaomi Technology wholly owned Beijing Wali Network Technology Co., Ltd., and established 'Xiami Mutual Entertainment' to integrate rice chat, games, video and other services. At this point, there are only two troikas left. Fortunately, in 2016, Xiaomi found another one: New retail, so there are three new triathlons now: Hardware + New Retail + Internet.
2012 is a year of millennium madness. This year, Xiaomi released two mobile phones, Xiaomi 1S and Xiaomi 2, which also made the word 'rushing' for the first time truly known to the whole country. Xiaomi without mobile experience as a ' "Outside the Han", naturally, the resources of the supply chain are not supported. Therefore, the adoption of the mobile phone production capacity in the past few years and the purchase method is also the helpless action of Xiaomi, but this also caused the hot sales scene of Xiaomi mobile phone. 1. It was hard to find a machine, and it became a unique landscape of the Chinese mobile phone circle at that time.
Another thing in the year was Xiaomi's completion of a new round of $216 million in financing, with a valuation of $4 billion. Prior to the end of 2010, Xiaomi was valued at $250 million and reached $1 billion at the end of 2011, followed by 2013. Valuation has reached 10 billion US dollars. Up to now, Xiaomi has completed A, B, C, D, E, F round preferred stock financing, from the initial 250 million US dollars to the current 54.3 billion US dollars (according to the issue price of 17 yuan) , Xiaomi only took 8 years.
This year, Xiaomi sold 7.19 million mobile phones, belonging to the era of Xiaomi, coming!
Xiaomi IOT is gradually rudimentary
In 2013, it was perhaps the most chaotic year in the history of Chinese mobile phones. In this year, a large number of Internet mobile phones were established and entered the mobile phone market. This time, Xiaomi became the object of imitation, but the smoke was exhausted, the sorrows were everywhere, and the winners were embarrassed.
For Xiaomi, if there is anything worth remembering this year, there should be no doubt that this year, Xiaomi’s appearance now has a prototype.
This year, Xiaomi released MIUI V5, Xiaomi 2S, Xiaomi 2A in April, and more worth mentioning is the red rice mobile phone launched on July 31 of that year. It is released by Xiaomi United QQ Space, pricing 799 yuan, first round 10 Wantai has a total of 7.45 million appointments for 90 seconds sold out, unprecedented.
Interestingly, the data released before the listing of Xiaomi showed that 90 million mobile phones were sold in 2017, but the average selling price was only 800 yuan, which means that for every 4 mobile phones sold, 3 of them are red rice, and 2015, 2016 In the first quarter of 2018, red rice mobile phones accounted for more than 75% of the total sales volume of Xiaomi mobile phones. It is enough to see the importance of Xiaomi's launch of the red rice brand, which guarantees the sales of Xiaomi, but also shows that Xiaomi is moving towards the mid-to-high-end market. Hard and powerless.
In August of this year, Google Global Vice President, Android product vice president Hugo Barra joined Xiaomi. Also this month, Xiaomi, Xiaomi completed a new round of financing, with a valuation of 10 billion US dollars, becoming the second only to Ali, Tencent and Baidu. China's fourth largest Internet company.
On September 5th, Xiaomi released the annual flagship Xiaomi 3 at the National Convention Center. On the 10th, it launched the news broadcast in the form of 'Xiami launches the world's fastest smartphone.' At the conference, except for Xiaomi 3 Xiaomi also released the popular Xiaomi TV, officially entered the TV field, and quickly expanded with the copy of the mobile phone model, becoming the leader in the field of Internet TV today.
Xiaomi's home, which was mainly responsible for after-sales duties, also started to sell mobile phones. In November, the flagship store of Xiaomi Home opened in Zhuhai and Shanghai. The new retail of Xiaomi had its original appearance.
The change behind the 'art tour of a steel plate'
On July 22, 2014, the fourth mobile phone Xiaomi 4 of Xiaomi Digital Series was officially released. The theme of the conference was 'Art Tour of a Steel Plate', which was taken after Li Wanqiang returned from the Foxconn production line in Langfang, although it also caused A series of Tucao 304 stainless steel related to the Tucao, but these were expected in his early days, the negative evaluation was basically resolved before the press conference for pure teasing.
Although there is no classic 'not to run a minute' at the press conference, the configuration of Xiaomi 4 is still feverish. Of course, another important reason why Xiaomi does not run is that the conference will leave enough for 'feeling' and 'craft'. Space, this is a change in Xiaomi's mobile phone products, not a transformation, more similar to the upgrade.
At this time, Xiaomi no longer insists on the past 'no design is the best design', the design has not only appeared, but also occupied a large proportion, and even led to the release of Xiaomi 4, which should have been released in April. 3 months has been dragged until July to officially debut. This is because with Xiaomi 2, Xiaomi 3, red rice and other products with a price of more than 10 million, the Xiaomi started from zero to have the capital of playing crafts. With such a level, the cost of process sharing can be covered again by the 1999 figure on each mobile phone.
This year, Xiaomi's total sales reached 6,112 units, and it successfully completed its own target of 60 million units of shipments (40 million units planned at the beginning of the year and increased to 60 million units at the end of the year). This is also a small achievement of Xiaomi. peak.
The sales volume was not as good as expected, and the impact on the high-end was unsuccessful.
On the occasion of the fifth anniversary of the founding, Lei Jun said in an internal open letter that the market share is the first in the country, and the fifth in the world is enough to put an end to the past five years and open a new five-year period. Before the internal letter, Lei Jun At the Xiaomi Mobile Global Supplier Conference, the annual shipment target for 2015 is 80 million to 100 million units.
Everything seems to indicate that the pigs on the vent are still flying, but the final results are not satisfactory. In 2015, the millet shipments stopped at 66.54 million units, and there is still a small gap from the bottom line of their goals.
The weak sales volume is the final result. 2015 is the goal of Xiaomi 'Fantastic', which is more than 80 million. In 2015, Xiaomi seems to be releasing Xiaomi Note, and all versions have been bombarded as a high-end impact. The quality of its sense has been further strengthened, but the fingerprint identification is missing, the standard version of the Snapdragon 801 is slightly outdated, the top version of the Snapdragon 810 overheating and market acceptance caused various reasons.
In addition, Xiaomi's digital series was also unable to arrive as scheduled due to the Qualcomm Xiaolong 820's jump ticket. Xiaomi 5, which should have been in force in the second half of the year, did not meet until February of the following year.
The reason for this kind of reason seems to be the reason why sales are not as good as expected, so although everyone judges Xiaomi's rhythm, it seems that everything can still be handled.
Sales volume does not increase, but the crisis is also a turning point.
If the growth of 2015 slows down, it can be explained as the development is not smooth. The total shipments of 55.41 million units in 2016 have already been called a crisis. After Xiaomi, the sales volume of a mobile phone manufacturer has declined. Recovered.
In February 2016, the late Xiaomi 5 was finally released, but after the listing, it experienced at least 3 months of out-of-stock period. This shortage of goods directly exposed the backlog of supply chain links directly under the jurisdiction of Zhou Guangping and Guo Jun. The most widely known mine, it should be that Samsung Semiconductor and Guo Jun's Xiaomi supply chain team was so disappointing that Xiaomi has been unable to get the AMOLED screen supply.
After realizing the seriousness of the situation, Lei Jun finally decided to restructure the supply chain. In May, a personnel mobilized the internal letter to open the change. Although Zhou Guangping was appointed as the chief scientist, he was also transferred from the supply chain management. Post, Xiaomi's entire mobile phone R&D and supply chain team reported directly to Lei Jun himself, and blew the second entrepreneurial horn. After that, Lei Jun began to visit the high-level supply chain frequently, including flying directly to South Korea, and personally boarded the Samsung headquarters.
In October and November near the end of the year, the new machine Xiaomi Note 2 and Xiaomi MIX were launched one after another. They adopted the method of selecting different positioning spokespersons and Dahua technology innovation cards, although they were not positioned because of the positioning of the two products. The sales of the year made more contributions, but Xiaomi has a tentative experience in this regard.
Regarding this year, although it was a year of millet trough, its positive movements and decisive changes have made it alive, especially in the supply chain, Lei Jun personally caught the knife and gave real attention.
Xiaomi MIX can be said to directly open the full screen era of mobile phones now, and at the Xiaomi MIX conference, Lei Jun publicly named two employees - Zhang Feng and Yan Kesheng, these two are the new products of Lei Jun in the supply chain. Left and right arm, Zhang Feng itself is the founder of Zi Mi Technology, and Yan Kesheng is the old man of Zhou Guangping.
Realize the reversal, the knife is fast, and then fight the rivers and lakes
With the adjustment and accumulation of the whole year in 2016, Xiaomi, who came to 2017, achieved an incredible reversal. The most obvious is the 70 million shipment target that was expected at the beginning of the year. When it reached October, it was transferred to the peak. 90 million units were never reached during the period. Of course, we all know the final result. Xiaomi completed over 91.41 million mobile phone shipments in 2017.
In this year, the planning of Xiaomi's products is also clearer. The first is Xiaomi 6, which is not only equipped with flagship. It is also the peak of Xiaomei digital series in industrial design. The Xiaomi MIX 2 is compared with Xiaomi MIX. A lot of changes have been made. These changes are not a big improvement in industrial design, but adjustments in mass production and supply chain. For example, the whole ceramic body of Xiaomi MIX is difficult to control. After it took off the aura of the concept machine, on the millet MIX 2 for production reasons, the standard version uses a more conventional 7-series aluminum as a replacement.
In addition, Xiaomi 2017 has created two models under the Xiaomi brand that focus on value and marketing, the main offline market, Xiaomi 5X and Xiaomi Note 3, among which Xiaomi 5X has achieved good results, even in OPPO, vivo and other main lines. The manufacturers in the next market have grabbed a lot of sales.
Speaking of the offline, it is also important that Xiaomi's Xiaomi home line stores in the 2016 pains are different from OPPO and vivo because they have enough profit to open stores and promote offline channels. Xiaomizhi The family can stand firm, thanks to the Xiaomi ecological chain plan that was launched as early as 2013.
With the concept of 'no capital, no help, no help,' Xiaomi successfully built its own ecological chain, and relying on the richness of eco-chain enterprises and products, Xiaomi's home has supported enough stores. Traffic and transaction data.
In July 2017, the first monthly sales of Xiaomi Home exceeded 500 million. For this reason, Lin Bin and Zhang Jianhui also specially held a team celebration in the Xiaomi General Staff Building.
It can be said that fighting the rivers and lakes, Xiaomi in addition to the 'software + hardware + Internet' triathlon, but also in the hands of the new retail this weapon, also because of the momentum of successful reversal, Xiaomi can be in the international market Also in full swing, 2017 also won the first share of smartphone sales in the Indian market.
8 years 50 billion, millet miracle
In 2018, Xiaomi's biggest thing is naturally the listing, which is also the part mentioned at the beginning of our article, but in addition, 2018 Xiaomi also has a lot of movements, and at the same time need to face various types of crisis.
According to the Q1 quarterly report of Aurora Big Data in 2018, the main sales of Xiaomi are still provided by low-end models. Although the composition is healthier than before, more than 50% are still less than 1,000 yuan of entry-level machines, high-end market. Still showing weakness.
However, unlike everyone expecting to increase the price impact on the high-end, Lei Jun directly announced to the user at the Xiaomi 6X conference that 'the integrated net profit margin of Xiaomi Hardware will never exceed 5%. If there is any excess, it will exceed the part. All returned to the user'. This point was fully proved on the 8th anniversary of the Xiaomi 8. Even though there are some opinions on Liu Haiping and the back cover design, but Xiaomi 8 started at 2699 yuan, when the price was announced, everyone Still can't help but say 'true incense'.
At the same time, according to the CDR prospectus, in the first quarter of 2018, Xiaomi's overseas market sales reached 12.47 billion yuan, accounting for 36.24% of the company's total revenue. This shows that Xiaomi's internationalization process is not as simple as initial results.
Speaking back to the listing itself, Xiaomi Group was officially listed on the 9:30 am at 9:30 am. The IPO issue price was finally set at HK$17/share (about RMB 14.3). After the low of 16 Hong Kong dollars, it started to rebound. The closing price was HK$16.8, which was 1.18% lower than the issue price. The turnover was HK$7.684 billion, which means that the current market value of Xiaomi is about 47.988 billion US dollars (about 316.72 billion).
Although the opening is broken, it is undeniable that Xiaomi is still a miracle. The $50 billion is a new beginning. After that, Xiaomi will face more challenges. For the entire mobile phone industry, perhaps the industry growth has slowed down, but Above the millet, the big environment does not necessarily determine everything. Xiaomi has brought us too much incredible, and we are all looking forward to his next miracle.
In the end, perhaps it is still the same sentence. May you go out of your life, returning to be a teenager, dedicated to Lei Jun, dedicated to Xiaomi, and also dedicated to my 8 years of youth.
At 9:30 on July 9th, 2018, Lei Jun and rice flour representatives officially rang the bell of Xiaomi's listing in Hong Kong. From hardware zero basis to three years of domestic first-to-eight-year listing, Xiaomi created a series of miracles. Also opened a new round of wealth-making.
After the listing of Xiaomi became the first listed company to be listed on the Hong Kong Stock Exchange, the first listed company has the same IPO of the world's largest technology Internet company. The first two are the current market value of more than 500 billion. Alibaba and Facebook for the dollar.
From the initial 200 billion US dollars to 10 - 120 billion US dollars to 70-100 billion US dollars, and then to today's issue price of 17 Hong Kong dollars, opening to close at 16.60 Hong Kong dollars, about 47.32 billion US dollars, although the initial price of Leibus Folded, but still can not stop the fact that Xiaomi is the darling of the media spotlight, and all this has to start from 8 years ago.
The mobile Internet wave is coming
In 2009, Lei Jun, who had already stepped down as CEO of Jinshan, has already become famous as an angel investor. From now on, standing in the perspective of God, the year before and after 2009 is the dawn of the mobile Internet tide. 1. A new era is about to be opened.
This year, the other side of the ocean, Apple released the iPhone 3GS, the impact is growing, but far from the situation that everyone can see everywhere; In China, a small factory in the southeast coast that had previously done MP3 is finally here after the continuous jump ticket On February 18 of the year, the M8, which was called the classic by the later generations, was released. This manufacturer is Meizu. Subsequently, several explosions made Meizu famous, and Huang Zhanggong retired. This is a postscript.
Among the many fans of Meizu M8, Lei Jun is one of them. Lei Jun’s love for Meizu M8 will be introduced to people when there is time, and there is no praise. It is also Meizu M8, Lei Junhe Huang Zhang gradually has an intersection.
The two sides met with each other and saw the two sides see each other. Therefore, in 2009 and 2010, Lei Jun’s figure was often seen in the Meizu Huangzhang office, and during this time, Huang Zhang unscrupulously introduced to Lei Jun about doing mobile phones. In all aspects, Lei Jun had an initial impression and preparation for how to make a mobile phone.
However, the recognition of the product can not eliminate the differences between the two in the management of the company. Lei Jun wants to become the chairman of Meizu in the form of investment holding, which is the best choice for Lei Jun who is an angel investor and has zero mobile phone base. But for Huang Zhang, who is stepping up from the bottom, the emphasis on stocks and corporate control has fundamentally cut off Lei Jun’s ideas.
Lei Jun, who has failed to invest, has the idea of making his own mobile phone. In fact, he started quietly preparing for Xiaomi in 2009. By April 2010, Xiaomi was established. At that time, Lei Jun and Huang Zhang were still in the honeymoon period, and Lei Jun had already set up. Xiaomi's original leadership team: Lei Jun Jinshan's old ministry, Li Wanqiang, Google China Academy of Engineering, deputy director Lin Bin, Google's Hong Feng, Beijing University of Science and Technology's design department, Liu De, Motorola's Zhou Guangping and Wang Guanping.
Before the listing bell, Lei Jun spoke: Thankfully, the company opened on the first day, 13 people came together to drink millet porridge... Today there are 175 millet students representing the millennial 19,000 employees to the scene. Ps : I thought of the first day of the hammer technology. Only Lao Luo and Zhu Xiaomu had two big eyes and no eyes. I don’t know what to do, but I can’t help but admire the hammer technology.
a road that no one else has ever walked
'A bowl of millet porridge' has become a classic sing in the rivers and lakes, and is later passed down or worshipped. For the reason why the company is named 'millet', there are many explanations, and in the interview with Cui Yongyuan, Lei Jun smiled and went. When the Trade and Industry Bureau registered, Xiaomi was a farmer's company. It was the 'farmer company' that was originally thought of as a farmer's company. Later, it became the deserved protagonist of China Mobile Internet. In the popular words: Standing in the C position.
Just as Lei Jun positioned Xiaomi before listing: Xiaomi is an Internet company. At first, Lei Jun wanted to use the Internet to make mobile phones. This road is unprecedented, and later. On August 16, 2010, MIUI released the first one. The test version, from the initial 100 people, to 10 million on January 9, 2013, exceeded 100 million on February 13, 2015, and reached 171 million active users in December 2017.
MIUI, as the first product of Xiaomi Company, laid the foundation for Xiaomi, and the original 100 people also have this different meaning for Xiaomi. They are the prototype of hundreds of millions of 'rice powder' and Xiaomi. The budding of 'fan economy'.
In the speech before the bell, Lei Jun wrote to the first 100 people that 'it is this 100 user support, we grow step by step, only 190 million people are active in the current month' and we also specially invited 6 people from At the beginning, I supported Xiaomi's rice noodles to come to the scene, so as you can see, ringing the bell with Lei Jun is a rice noodle.
On the 16th of August, 2011, Xiaomi 1 was born, and this day is the first anniversary of the launch of the MIUI beta. Although the conference site at the time seems a bit rudimentary now, it seems that this day It is indeed a day worthy of being remembered by the history of Chinese mobile phones. From this day, the price of +1999 yuan for a fever has become the two sharp edges of Xiaomi’s killing of the Quartet.
Another point is that it cannot be ignored. At the same time as Xiaomi 1 was released, Lei Jun proposed the famous 'iron man three-item' theory: hardware + software + Internet service, and the corresponding product is mobile phone + MIUI + meter chat.
For Xiaomi, Mi Li is a somewhat tragic product. Since its debut in December 2010, WeChat has been launched two months later, so Michao has taken advantage of Tianshi. Then in April 2011, Michao launched the walkie-talkie function. Users surged by 1 million. Wechat followed closely, highlighting the voice chat function in May, users blowout, followed by WeChat 2.5 version launched 'View nearby people', October 2011 shake and drift bottles, and 2012 The circle of friends in April, followed by the WeChat public platform in August.
At this time, the first-mover advantage of Mi Chat was completely lost. In February 2014, Xiaomi Technology wholly owned Beijing Wali Network Technology Co., Ltd., and established 'Xiami Mutual Entertainment' to integrate rice chat, games, video and other services. At this point, there are only two troikas left. Fortunately, in 2016, Xiaomi found another one: New retail, so there are three new triathlons now: Hardware + New Retail + Internet.
2012 is a year of millennium madness. This year, Xiaomi released two mobile phones, Xiaomi 1S and Xiaomi 2, which also made the word 'rushing' for the first time truly known to the whole country. Xiaomi without mobile experience as a ' "Outside the Han", naturally, the resources of the supply chain are not supported. Therefore, the adoption of the mobile phone production capacity in the past few years and the purchase method is also the helpless action of Xiaomi, but this also caused the hot sales scene of Xiaomi mobile phone. 1. It was hard to find a machine, and it became a unique landscape of the Chinese mobile phone circle at that time.
Another thing in the year was Xiaomi's completion of a new round of $216 million in financing, with a valuation of $4 billion. Prior to the end of 2010, Xiaomi was valued at $250 million and reached $1 billion at the end of 2011, followed by 2013. Valuation has reached 10 billion US dollars. Up to now, Xiaomi has completed A, B, C, D, E, F round preferred stock financing, from the initial 250 million US dollars to the current 54.3 billion US dollars (according to the issue price of 17 yuan) , Xiaomi only took 8 years.
This year, Xiaomi sold 7.19 million mobile phones, belonging to the era of Xiaomi, coming!
Xiaomi IOT is gradually rudimentary
In 2013, it was perhaps the most chaotic year in the history of Chinese mobile phones. In this year, a large number of Internet mobile phones were established and entered the mobile phone market. This time, Xiaomi became the object of imitation, but the smoke was exhausted, the sorrows were everywhere, and the winners were embarrassed.
For Xiaomi, if there is anything worth remembering this year, there should be no doubt that this year, Xiaomi’s appearance now has a prototype.
This year, Xiaomi released MIUI V5, Xiaomi 2S, Xiaomi 2A in April, and more worth mentioning is the red rice mobile phone launched on July 31 of that year. It is released by Xiaomi United QQ Space, pricing 799 yuan, first round 10 Wantai has a total of 7.45 million appointments for 90 seconds sold out, unprecedented.
Interestingly, the data released before the listing of Xiaomi showed that 90 million mobile phones were sold in 2017, but the average selling price was only 800 yuan, which means that for every 4 mobile phones sold, 3 of them are red rice, and 2015, 2016 In the first quarter of 2018, red rice mobile phones accounted for more than 75% of the total sales volume of Xiaomi mobile phones. It is enough to see the importance of Xiaomi's launch of the red rice brand, which guarantees the sales of Xiaomi, but also shows that Xiaomi is moving towards the mid-to-high-end market. Hard and powerless.
In August of this year, Google Global Vice President, Android product vice president Hugo Barra joined Xiaomi. Also this month, Xiaomi, Xiaomi completed a new round of financing, with a valuation of 10 billion US dollars, becoming the second only to Ali, Tencent and Baidu. China's fourth largest Internet company.
On September 5th, Xiaomi released the annual flagship Xiaomi 3 at the National Convention Center. On the 10th, it launched the news broadcast in the form of 'Xiami launches the world's fastest smartphone.' At the conference, except for Xiaomi 3 Xiaomi also released the popular Xiaomi TV, officially entered the TV field, and quickly expanded with the copy of the mobile phone model, becoming the leader in the field of Internet TV today.
Xiaomi's home, which was mainly responsible for after-sales duties, also started to sell mobile phones. In November, the flagship store of Xiaomi Home opened in Zhuhai and Shanghai. The new retail of Xiaomi had its original appearance.
The change behind the 'art tour of a steel plate'
On July 22, 2014, the fourth mobile phone Xiaomi 4 of Xiaomi Digital Series was officially released. The theme of the conference was 'Art Tour of a Steel Plate', which was taken after Li Wanqiang returned from the Foxconn production line in Langfang, although it also caused A series of Tucao 304 stainless steel related to the Tucao, but these were expected in his early days, the negative evaluation was basically resolved before the press conference for pure teasing.
Although there is no classic 'not to run a minute' at the press conference, the configuration of Xiaomi 4 is still feverish. Of course, another important reason why Xiaomi does not run is that the conference will leave enough for 'feeling' and 'craft'. Space, this is a change in Xiaomi's mobile phone products, not a transformation, more similar to the upgrade.
At this time, Xiaomi no longer insists on the past 'no design is the best design', the design has not only appeared, but also occupied a large proportion, and even led to the release of Xiaomi 4, which should have been released in April. 3 months has been dragged until July to officially debut. This is because with Xiaomi 2, Xiaomi 3, red rice and other products with a price of more than 10 million, the Xiaomi started from zero to have the capital of playing crafts. With such a level, the cost of process sharing can be covered again by the 1999 figure on each mobile phone.
This year, Xiaomi's total sales reached 6,112 units, and it successfully completed its own target of 60 million units of shipments (40 million units planned at the beginning of the year and increased to 60 million units at the end of the year). This is also a small achievement of Xiaomi. peak.
The sales volume was not as good as expected, and the impact on the high-end was unsuccessful.
On the occasion of the fifth anniversary of the founding, Lei Jun said in an internal open letter that the market share is the first in the country, and the fifth in the world is enough to put an end to the past five years and open a new five-year period. Before the internal letter, Lei Jun At the Xiaomi Mobile Global Supplier Conference, the annual shipment target for 2015 is 80 million to 100 million units.
Everything seems to indicate that the pigs on the vent are still flying, but the final results are not satisfactory. In 2015, the millet shipments stopped at 66.54 million units, and there is still a small gap from the bottom line of their goals.
The weak sales volume is the final result. 2015 is the goal of Xiaomi 'Fantastic', which is more than 80 million. In 2015, Xiaomi seems to be releasing Xiaomi Note, and all versions have been bombarded as a high-end impact. The quality of its sense has been further strengthened, but the fingerprint identification is missing, the standard version of the Snapdragon 801 is slightly outdated, the top version of the Snapdragon 810 overheating and market acceptance caused various reasons.
In addition, Xiaomi's digital series was also unable to arrive as scheduled due to the Qualcomm Xiaolong 820's jump ticket. Xiaomi 5, which should have been in force in the second half of the year, did not meet until February of the following year.
The reason for this kind of reason seems to be the reason why sales are not as good as expected, so although everyone judges Xiaomi's rhythm, it seems that everything can still be handled.
Sales volume does not increase, but the crisis is also a turning point.
If the growth of 2015 slows down, it can be explained as the development is not smooth. The total shipments of 55.41 million units in 2016 have already been called a crisis. After Xiaomi, the sales volume of a mobile phone manufacturer has declined. Recovered.
In February 2016, the late Xiaomi 5 was finally released, but after the listing, it experienced at least 3 months of out-of-stock period. This shortage of goods directly exposed the backlog of supply chain links directly under the jurisdiction of Zhou Guangping and Guo Jun. The most widely known mine, it should be that Samsung Semiconductor and Guo Jun's Xiaomi supply chain team was so disappointing that Xiaomi has been unable to get the AMOLED screen supply.
After realizing the seriousness of the situation, Lei Jun finally decided to restructure the supply chain. In May, a personnel mobilized the internal letter to open the change. Although Zhou Guangping was appointed as the chief scientist, he was also transferred from the supply chain management. Post, Xiaomi's entire mobile phone R&D and supply chain team reported directly to Lei Jun himself, and blew the second entrepreneurial horn. After that, Lei Jun began to visit the high-level supply chain frequently, including flying directly to South Korea, and personally boarded the Samsung headquarters.
In October and November near the end of the year, the new machine Xiaomi Note 2 and Xiaomi MIX were launched one after another. They adopted the method of selecting different positioning spokespersons and Dahua technology innovation cards, although they were not positioned because of the positioning of the two products. The sales of the year made more contributions, but Xiaomi has a tentative experience in this regard.
Regarding this year, although it was a year of millet trough, its positive movements and decisive changes have made it alive, especially in the supply chain, Lei Jun personally caught the knife and gave real attention.
Xiaomi MIX can be said to directly open the full screen era of mobile phones nowadays. At the MIX conference of Xiaomi, Lei Jun publicly named and praised two employees - Zhang Feng and Yan Kesheng. These two are the new products of Lei Jun in the supply chain. Left and right arm, Zhang Feng itself is the founder of Zi Mi Technology, and Yan Kesheng is the old man of Zhou Guangping.
Realize the reversal, the knife is fast, and then fight the rivers and lakes
With the adjustment and accumulation of the whole year in 2016, Xiaomi, who came to 2017, achieved an incredible reversal. The most obvious is the 70 million shipment target that was expected at the beginning of the year. When it reached October, it was transferred to the peak. 90 million units were never reached during the period. Of course, we all know the final result. Xiaomi completed over 91.41 million mobile phone shipments in 2017.
In this year, the planning of Xiaomi's products is also clearer. The first is the Xiaomi 6 in April. Not only is the flagship, but also the peak of the Xiaomi digital series in industrial design. The Xiaomi MIX 2 is compared to Xiaomi MIX. A lot of changes have been made. These changes are not a big improvement in industrial design, but adjustments in mass production and supply chain. For example, the whole ceramic body of Xiaomi MIX is difficult to control. After it took off the aura of the concept machine, on the millet MIX 2 for production reasons, the standard version uses a more conventional 7-series aluminum as a replacement.
In addition, Xiaomi 2017 has created two models under the Xiaomi brand that focus on value and marketing, the main offline market, Xiaomi 5X and Xiaomi Note 3, among which Xiaomi 5X has achieved good results, even in OPPO, vivo and other main lines. The manufacturers in the next market have grabbed a lot of sales.
Speaking of the offline, it is also important that Xiaomi's Xiaomi home line stores in the 2016 pains are different from OPPO and vivo because they have enough profit to open stores and promote offline channels. Xiaomizhi The family can stand firm, thanks to the Xiaomi ecological chain plan that was launched as early as 2013.
With the concept of 'no capital, no help, no help,' Xiaomi successfully built its own ecological chain, and relying on the richness of eco-chain enterprises and products, Xiaomi's home has supported enough stores. Traffic and transaction data.
In July 2017, the first monthly sales of Xiaomi Home exceeded 500 million. For this reason, Lin Bin and Zhang Jianhui also specially held a team celebration in the Xiaomi General Staff Building.
It can be said that fighting the rivers and lakes, Xiaomi in addition to the 'software + hardware + Internet' triathlon, but also in the hands of the new retail this weapon, also because of the momentum of successful reversal, Xiaomi can be in the international market Also in full swing, 2017 also won the first share of smartphone sales in the Indian market.
8 years 50 billion, millet miracle
In 2018, Xiaomi's biggest thing is naturally the listing, which is also the part mentioned at the beginning of our article, but in addition, 2018 Xiaomi also has a lot of movements, and at the same time need to face various types of crisis.
According to the Q1 quarterly report of Aurora Big Data in 2018, the main sales of Xiaomi are still provided by low-end models. Although the composition is healthier than before, more than 50% are still less than 1,000 yuan of entry-level machines, high-end market. Still showing weakness.
However, unlike everyone expecting to increase the price impact on the high-end, Lei Jun directly announced to the user at the Xiaomi 6X conference that 'the integrated net profit margin of Xiaomi Hardware will never exceed 5%. If there is any excess, it will exceed the part. All returned to the user'. This point was fully proved on the 8th anniversary of the Xiaomi 8. Even though there are some opinions on Liu Haiping and the back cover design, but Xiaomi 8 started at 2699 yuan, when the price was announced, everyone Still can't help but say 'true incense'.
At the same time, according to the CDR prospectus, in the first quarter of 2018, Xiaomi's overseas market sales reached 12.47 billion yuan, accounting for 36.24% of the company's total revenue. This shows that Xiaomi's internationalization process is not as simple as initial results.
Speaking back to the listing itself, Xiaomi Group was officially listed on the 9:30 am at 9:30 am. The IPO issue price was finally set at HK$17/share (about RMB 14.3). After the low of 16 Hong Kong dollars, it began to rebound. The final closing price was HK$16.8, which was 1.18% lower than the issue price. The turnover was HK$7.682 billion, which means that the current market value of Xiaomi is about 47.988 billion US dollars (about 316.72 billion).
Although the opening is broken, it is undeniable that Xiaomi is still a miracle. The $50 billion is a new beginning. After that, Xiaomi will face more challenges. For the entire mobile phone industry, perhaps the industry growth has slowed down, but Above the millet, the big environment does not necessarily determine everything. Xiaomi has brought us too much incredible, and we are all looking forward to his next miracle.
In the end, perhaps it is still the same sentence. May you go out of your life, returning to be a teenager, dedicated to Lei Jun, dedicated to Xiaomi, and also dedicated to my 8 years of youth.
