Rebs started selling air conditioners again.
July 23rd. There was no press conference, no Lei Jun Weibo publicity, Xiaomi released a low-profile Mijia Internet air conditioner. This air conditioner has a retail price of 1999 yuan, plus an installation fee of 200 yuan. On July 24, Xiaomi Mall opened the beta, The price of 999.5 yuan is on sale.
This is the third time that Xiaomi has tested the water-conditioning market. As early as 2015, Xiaomi and Midea cooperated to launch 'i● Youth Smart Air Conditioner'. In 2017, Xiaomi launched the Zhimi Air Conditioning, which was selected by the ecological chain company Zhimi Technology. 4399 yuan. The market response of the two products is cold, and the sales performance in the e-commerce platform is difficult to compare with the Gree, the United States with the same price.
The millet, which has not tested the water for two times, has come back this time, and people can’t help but ask:
1. Why does Xiaomi remember the market for air conditioners?
2, Ma lost the hoof back, what is the difference between Xiaomi's play?
3, step into the new game, Xiaomi wins the geometry?
Why does Xiaomi remember the market for air conditioners?
Xiaomi's persistence is for a reason: It has always been the leader in the smart home field, and the competition in this market is becoming more and more fierce. Xiaomi is actively exploring new products to occupy new venues based on the existing positions. This is to improve its intelligence. One of the actions of the family product lineage.
The smart home market is a big cake. According to the latest survey report by the foreign research firm Strategy AnalyTIcs, "2018 Global Smart Home Market Forecast" shows that the global smart home market revenue in 2017 reached 84 billion US dollars, an increase of 16 billion US dollars in 2016. %. The report predicts that global smart home consumption spending will reach nearly $96 billion in 2018 and will grow to $155 billion by 2023.
As an early entry, the smart home big cake millet has long been divided into a large block. The "2018 Global Smart Home Market Forecast" quoted above refers to the smart home leader in all continents, Xiaomi is the representative of China. The Asia-Pacific sector and South Korea's LG U +, Japan's iTSCOM and Panasonic are juxtaposed. In 2013, Xiaomi began to enter the smart home field. In 2015, Xiaomi officially proposed the IoT strategy, which is to connect all smart devices with mobile phones as the core. Based on the IoT platform to build the IoT ecosystem chain connecting the home and the future. The latest news revealed that the Xiaomi IoT platform has connected 100 million devices (excluding smartphones and laptops). If the number of connected devices is used, Xiaomi accounts for global consumption. The IoT market share is 1.9% (Reference: Amazon and Apple are 1.2% and 1% respectively). According to data disclosed in the Hong Kong stock prospectus, as of the end of 2017, Xiaomi accounted for 1.7% of the global consumer Internet of Things market (Reference: Amazon Both Apple and 0.9%.) These data show that Xiaomi has clearly become the world's largest intelligent hardware Internet of Things platform.
The smart home market is latecomer. The original traditional home appliance giants are aiming at smart homes, Baidu, Ali, Jingdong and other Internet giants are investing in the same situation. There are also such strong rivals as Huawei. The competition is not intense. Xiaomi's smart home Although the layout is large, but most of them are small household appliances, and it is rare to see such household appliances as air-conditioners and refrigerators. Xiaomi has confidence to use smart homes based on small household appliances, and how the environment of large household appliances is not in the environment. Xiaomi’s victory is hard to say.
It is not necessary to subvert the industry, at least to perfect the smart home system, in order to have more soldiers in the increasingly serious market battle, despite the loss of the front, Xiaomi needs to make this attempt.
The horse lost its hoof and returned
What is the difference between Xiaomi’s play this time?
Still facing younger groups, Mijia Internet Air Conditioning maintains the high-profile minimalist design of Zhimi Air Conditioning. Compared with the traditional design of traditional air-conditioning products, Xiaomi Air Conditioning pays attention to the appearance improvement, and the details are more optimized than traditional products. The price is more attractive than the previous two air conditioners.
Xiaomi pushes new products and always wins with cost performance. This time, air conditioners are sold, and there is no 'price ratio' label. The price of 1999 yuan plus 200 yuan installation fee. The actual price of 2199 does not have much advantage in the market: this on the e-commerce platform There are a lot of 1.5 air conditioners in a price segment, and there are many well-known home appliance brands. Maybe considering that the price does not have advantages in other e-commerce platforms, Xiaomi chooses to release this air-conditioning sales season in July, relying on self-wired channels for sales, using consistent millet Hunger Marketing Law: Public beta, half price promotion.
During the publicity, Xiaomi turned to highlight its 'smart' selling point: 'Control air conditioning, a word of things'. Considering the performance of Xiaomi before in the smart home field, how many consumers are willing to try this air conditioner.
On the whole, this low-key online line does not have a smart air conditioner with a smashing low-cost route. It is not that Xiaomi wants to break into the air-conditioning market and open up a new world. This air conditioner is only a small piece of its smart home puzzle, which has been added. .
Stepping into the new game, Xiaomi wins the geometry?
When it comes to winning odds, we must take into account the advantages and disadvantages. If we calculate this, Xiaomi sells air conditioners with little success.
The biggest advantage of Xiaomi selling air conditioners may be the reputation accumulated by its previous products. These word-of-mouths have gathered a large number of fans. These fans gather in Xiaomi's own channels such as Xiaomi's official website, Xiaomi Mall and Mijia, and the fans are extremely sticky. Internet air-conditioning products continue Xiaomi's style, and its huge fan base is most likely to be the first buyers.
There are many disadvantages to talk about. Unlike mobile phones, air conditioners, refrigerators, etc. have high technical barriers, and users consume electricity to value brands, because it is related to the quality of products and after-sales service. The millet that started from the line has no technology, no factory, no channels, and the offline is its weakness. These are the mills that have to be considered and conquered when they enter the local electricity market.
In the short term, it is difficult for Xiaomi to subvert Gree. The brand and offline network accumulated by these head players in the past ten years of operation. This time, the release of air conditioners is regarded as a step closer to Xiaomi's improvement of its smart home industry chain system.
Conclusion
Xiaomi sells air conditioners, Gree makes mobile phones, and both of them extend their hands to each other's home. It is hard not to let the viewers remember the bet set by Xiaomi Leijun and Gree Dong Mingzhu five years ago: Xiaomi's turnover in five years defeated Gree Lei Jun wants to pay a dollar. When Dong Mingzhu responds, he will bet from one piece to one billion.
This year is the last year of the '1 billion gambling contract'. It is called Gree, can Xiaomi win? Just look at the air conditioner, Xiaomi’s thin wrist is hard to shake Gree, and if the air conditioner is small, the small node will diverge to see the Xiaomi ecological chain. 4. The layout of Xiaomi and Gree is getting stronger and stronger.
Look at the official for a good show.