Yunmi Technology successfully listed in the United States, as the first share of the family Internet of Things, and also a part of the Xiaomi ecological chain, the listing of Yunmi Technology has to be noticed. Founded only 4 years, it successfully landed in the capital market, as a family Home appliance companies, the growth rate of Yunmi is not fast.
The fascinating Xiaomi ecological chain enterprise
Founded in 2014, Yunmi is a very young company. However, Yunmi has only passed the road that traditional home furnishing companies have never seen in the past four years, and has become a leader in the home Internet of Things industry. .
According to the Yunmi prospectus, Yunmi launched 17 product lines in 2016, launched 18 product lines in 2017, and will introduce more new products around the whole house appliances in 2018, with water purifiers, refrigerators. , sweeping robots, washing machines, water heaters more than 40 products, can cover almost every corner of the kitchen, Yunmi's ambition in the home appliance market is not small.
As a part of Xiaomi's ecological chain, the success of Yunmi is inseparable from its precise market positioning. However, the diversion and blessing of Xiaomi's ecological chain is also one of the key factors for its growth.
The core of Xiaomi's ecological chain, Xiaomi's development in home appliances, can't be underestimated. According to Aowei.com, in the second quarter of 2018, millet TV shipments ranked first in China, surpassing many established TV manufacturers. At present, in addition to Xiaomi TV, Xiaomi speaker and other home appliances and smart home through Yunmi layout, another company in the Xiaomi ecological chain, Zhimi, has entered the market with highly concentrated air conditioning, impacting traditional air conditioner manufacturers.
Home appliance manufacturers are intensifying competition
With the further slowdown of the urbanization process, the growth rate of the home appliance market has further slowed down. The relevant data of the home grid query found that most of the home appliance brands in China's home appliance market experienced a serious decline in sales from January to August this year. Especially in the traditional white electricity market, such as air conditioners, refrigerators, washing machines, etc., even in the first eight months of the year, there was even a decline in sales of nearly 40%.
At the same time of the market decline, the market's lag in the clearing of small and medium-sized brands has made the home appliance market more competitive. Taking the largest air conditioner in the home appliance industry as an example, according to incomplete statistics, the number of brands participating in the industry competition this year has exceeded 200. One.
At the same time, the brand concentration of the air-conditioning industry is also increasing. According to the data of the National Information Center, the brand concentration of key cities is obviously high, and the market share of TOP3 brand is increased by 6 percentage points from 74.22% in 2017. To 80.44%. The power of the giants has increased, and the air-conditioners of less than one million are also active in the market. From tens of thousands to hundreds of thousands, the market has not cooled down because of the decline, but it has become more heated. The increase in voice rights and the gathering effect of small and medium-sized enterprises have emerged at the same time. In the restrained air-conditioning market, although there is no obvious price war, the fierce competition is still imaginable.
In the field of kitchen appliances, the competitive situation needs to be more conspicuous. Not only the boss, Fang Tai, Vantage, the traditional giants, the United States, Haier and other comprehensive appliance giants are also vigorously expanding the market. In addition, this year's major brands have a lot Expanding kitchen appliances, such as Konka, Haier, Supor, Jiuyang, etc., have set up a booth of chefs' electric plates. Xiaomi even launched a large suction intelligent range hood.
The brand of Internet home appliances should not be underestimated
At present, the proportion of e-commerce online shopping platform in the home appliance market has exceeded 30%. At the same time, the online home appliance market is growing faster than the offline home appliance market. In the three strongest pattern of the home appliance market, Jingdong, Tmall are E-commerce platform, traditional channel Suning also shopping online in an active layout, which also brings a large number of small and medium-sized home appliance enterprises 'business opportunities to change lanes.
A series of companies that abandon the Xiaomi ecological chain do not say that the home grid found that emerging home appliance brands have had a great impact on the original home appliance system in the Internet era, not only on the marketing system, but also on the impact of value. Many good at Enterprises that distribute Internet sales and publicity, ride on the Internet, are getting better and better in a highly competitive market.
A few years ago, the war on Internet TV still did not dissipate. Although LeTV was in crisis, but the millet took over, the days of traditional TV companies were not good. In the field of air conditioning, the new show's Oaks is also a well-known Internet player. With an active embrace of the Internet age, Oaks successfully achieved overtaking and successfully entered the front line of leading companies.
At the same time, the online sales of major manufacturers accounted for an increasing proportion of the overall sales, online channels from the beginning is optional, to the Internet market. Compared with offline, the Internet platform is developed The information network can more easily spread the brand concept and brand dynamics. At the same time, the fast information exchange ability makes Internet companies pay more attention to brand building, actively establish their own brand image, and strengthen corporate service and product awareness.
Although the Internet as a public data interaction platform is not exclusive, the level of online channel trading is very different. When using Internet marketing, online-based companies are significantly more than traditional home appliance companies. Active and more sensitive to the market, better at using the Internet to communicate and communicate, to provide better services to users. At the same time, the sale of the Internet is a sales of culture and services. On the Internet, the added value of the products of the enterprise is compared. In terms of products, it is often more important.