On July 23, Xiaomi Internet Air Conditioning, which has been 'still immersed in half-faced', finally officially debuted, 1999 yuan, 1.5 horses, support 0.1 °C temperature control, three-level energy efficiency, voice-controlled temperature, from relevant parameters and sales From the price point of view, a very cost-effective air-conditioning product. Xiaomi thinks it can be more cost-effective, so immediately after July 24, Mijia Internet Air Conditioning held a national half-price public beta activity, the original price of 1999 air conditioning, only 999.5+ The installation fee of 200 yuan can be obtained.
Over the years, the competition in the air-conditioning market has been quite fierce. The leading market structure of companies such as Gree, Midea and Haier has already formed. Xiaomi has entered the field. Is it really ready?
Two failed tests, early entry ambitions
As early as this 1999 yuan Mijia Internet air conditioner, Xiaomi has had two experience in the field of testing water and air conditioning, but in the end did not provoke a big splash in the market.
For the first time in the field of air conditioning, Xiaomi looked for the industry 'Dayu' as an ally.
In December 2014, the US announced that it is accelerating the intelligent transformation. It has signed a strategic cooperation agreement with Xiaomi Technology. Midea will issue 55 million shares to Xiaomi Technology. After the completion of the issuance, Xiaomi Technology will hold a 1.29% stake in Midea. After half a year, Xiaomi United United held a media communication meeting to officially release the 'i youth' smart air conditioner.
i Youth Smart Air Conditioner still belongs to the US product line, but it has built-in Xiaomi intelligent module, which can be linked with Mijia APP, Xiaomi bracelet, remote control, sensor switch, etc. However, this air conditioner has canceled the display of traditional air conditioner. Screen, users want to see the current temperature of the air conditioner, you must check the phone or remote control. Whether this wave 'operation' is a blunt design made by Xiaomi to improve its own sense of existence, it has brought extremely poor consumers. user experience.
The user experience is not good, the market will inevitably have a flat feedback. 'Dayu' did not bring Xiaomi to the road. Xiaomi did not help the US open the market in the intelligent field. Since then, Midea has announced that it has reached a smart home with Huawei, Tencent and Ali. Strategic cooperation, the current mainstream air-conditioning products for sale in the United States are linked to the Alibaba Cloud Intelligent Platform.
After nearly three years, Xiaomi decided to enter the air-conditioning field for the second time. At this time, the Xiaomi IoT ecological chain has become a scale. It feels that it can 'dry' it alone.
On August 10, 2017, Xiaomi Ecological Chain Enterprise Zhimi Technology released its first air-conditioning product, 1.5-pound inverter, strong heating and cooling, intelligent control, priced at 4,399 yuan, eh? What strange things are mixed in?
The high price of 4,399 yuan has nothing to do with Xiaomi's "price-performance" label. The market once commented Xiaomi's 'madness', and regarded consumers as the nephew of 'many money and more', although at the time, people familiar with the matter said that 'Zhi meters is the middle and high-end route. Although this air conditioner is made by Changhong, it is re-developed by the Zhimi team. In the early stage, only 30 million molds were invested. In addition, the lack of large-scale procurement advantages, the raw material cost is at least Greemei's 20% higher, higher pricing is inevitable'. However, So what? In the era of Internet products rampant, 'price wars', the Internet sells air conditioners without relying on low prices, it is difficult to succeed, Zhimi's so-called 'middle The high-end air conditioner once again proved the reality of this market. Xiaomi has never even announced the sales of this air conditioner. From the perspective of the air conditioner sales in the first quarter of 2018 given by the market institutions, the mainstream players are still Gree, Midea, Haier and other manufacturers, Zhimi air conditioner I am afraid I still can't talk about the influence on the market.
Xiaomi's first two air-conditioning products have also been placed on high hopes, but they have not been able to detonate the market. The third time, Xiaomi sacrificed his own 'extremely cost-effective' mode, want to speak with the value of the face, attack the city with price .
Returning to the old road Is the third attack ready?
The first time I played the youth card, the second time I played the high-end card, all of them went back to the feathers. The third time, Xiaomi had no choice but to return to the 'cost-effective' old road.
For Xiaomi, high cost performance has always been its advantage. From the initial mobile phone, to the later mobile power, wristband and other intelligent hardware fields, the “cost-effective, single product, explosion” route was successfully copied and formed. Patterned millet ecological chain.
It is not difficult to see that Xiaomi wants to copy this model in this Mijia Internet Air Conditioner. On July 23, Xiaomi Mall’s Mijia Internet Air Conditioner was initially sold at a price of 2,199 yuan. But it was then removed and then re-stocked. The price is adjusted to 1999 yuan, and the installation fee (200 yuan) is changed to another.
Why do you want to remove the installation fee of 200 yuan? Xiaomi is very smart. The '1999' and the '2199' that start with '1' are very different from the visual or consumer psychological gap. However, the removal of propaganda does not mean that the 200 yuan does not exist, so the actual calculation, the price of a millet air conditioner is 2199 yuan.
2199 yuan, in Jingdong, Tmall, Suning and other e-commerce platforms, there are many 1.5 air conditioners at this price, including many beautiful, well-known home appliances brands such as Haier, some small brands have similar air conditioner prices even lower than millet. Therefore, frankly, this price does not have much advantage.
But the public price of 999.5 yuan 'Wang Bing' price is said separately, plus Xiaomi propaganda is different from the traditional air conditioning voice control advantage (users can remotely control air conditioning through the Internet, if Xiaomi air conditioner joined the 'little love classmate', users can Voice command small love students to control the temperature, no need to manually operate the remote control), in the smart home tide can be said to be very trendy. But on the other hand, there is no perfect after-sales service network millet, its air conditioning installation Efficiency and follow-up maintenance, cleaning filters, outdoor unit cleaning and other after-sales service problems are very worrying. After all, in the hot summer, air conditioning problems, the after-sales team response lag is really a very bad thing.
After more than 10 years of rapid development in the domestic air-conditioning industry, the concentration of market brands has been quite high. The air-conditioning market that has experienced the precipitation has not matured. Xiaomi said that he can enter. Previous attempts have also proved that Xiaomi’s model is not omnipotent. Said that Xiaomi did not hesitate to touch the air-conditioning industry again and again, mainly because of the two-year billion-dollar gamble battle with Miss Dong, Lei Jun wants the last stroke.
Regardless of the facts, in the field of household appliances such as refrigerators, air conditioners, and washing machines, the main sales channels, services, and after-sales networks are all offline. Traditional home appliance manufacturers such as Gree, Midea, and Haier have solid technical reserves and strong Offline channels, as well as long-term brand influence, these are not the millet model can be broken overnight, Xiaomi once again ambitious into the air-conditioning industry, if you want to subvert the industry, it seems to be some 'idien dreams'.