Xiaomi, the main representative enterprise of China Mobile Internet era, there is no doubt about this, and Xiaomi's success is even more summed up by too many people. Even Rebs is always presenting his own summary of Xiaomi's "focus, Ultimate, word-of-mouth, fast "world rumors.
As many people interpret, these eloquences are indeed a successful summary of Xiaomi's experience. However, over time, these Internet panacea that Xiaomi has brought out to learn from the whole society are still eating?
Focused, millet is increasingly divergent
The original millet was very focused and only produced a mobile phone. It only focused on the needs of customers. After years of grinding swords, it finally created a best-selling mobile phone that shocked the market. However, like all companies, it grew stronger. Later, Xiaomi gradually began to abandon the guardianship.
We look at the current millet, from the smart phone to the bracelet, and then the millet TV. It is said that we should also produce the millet bike. Even if it is a smart phone, Xiaomi’s products are no longer a product, but are also on the market at the same time. Sales.
Lei Jun once said that TV companies will also have to do 100 models of TVs a year. I don’t believe that any TV factory owner has used every one of his TVs. If I only make one TV a year, I’ll put this Always open, I am not very familiar with all things TV? Isn't Xiaomi now a 100 model TV manufacturer?
This strategy is understandable because Xiaomi, who only makes a mobile phone, cannot be a real global giant that surpasses Gree and Apple anyway. In the course of business growth, he will inevitably gradually expand the product line. However, the expansion of the product line has nothing to do with Xiaomi. The persistence of Internet thinking has created disagreements and will fundamentally shake the foundation of Xiaomi.
Look at the previous group purchases. If you stick to the successful experience of a few products on the group purchase website, most group purchase websites can survive and develop. However, most group purchases have abandoned the principle of the limited amount on which they rely for survival. All quickly disappeared into the dust of the market.
Xiaomi advocates the ultimate spirit and has always upheld such thinking in product development and sales of smart phones or routers. Lei Jun said that great works cannot be plagiarized at all. If millet were to be plagiarized by others, it was because we did not do well enough and good things could not be plagiarized.
Today, Xiaomi is caught in a dispute over patents. Apple, ZTE, Huawei, and others are all eyeing the accuracy of Xiaomi's patent hunting. At this time, we all know that Xiaomi’s patents are so small that the ability to design and develop is So weak.
Looking back at Xiaomi’s listed products, it has become more and more “injured Zhong Yong†and the smart TV field is lagging behind its opponents. The massive construction of content is only a matter of investing in Unitech and Iqiyi to speculate. Smartphones are Performance has fallen far short of keeping pace with major competitors.
Under such circumstances, Xiaomi desperately pursuing money is no longer pursuing the ultimate in products, but is pursuing the ultimate in sales. This is no longer the previous millet, but a mediocre Chinese mobile phone manufacturer.
Word of mouth, Xiaomi only left wondering
The establishment of word of mouth is easy, but it is very simple to destroy it. Even the word of mouth established by Nokia for 20 years is exhausted within a year or two. Xiaomi's reputation marketing has done well and has accumulated a large number of fans, but the foundation of these fans is not solid, but the future development of millet can not rely solely on these so-called fans, after all, the number of these fans is not enough to prop up the world A company's net worth.
Word of mouth is closely linked with the brand. If word of mouth is only marketing hype on the Internet, then word of mouth is a distorted brand. To maintain brand value requires a more comprehensive thinking and system. Millet desperately reduced the price in the most recent period, in each market with sales of heroes, a great blow to the original brand value.
What's even more troublesome is that Xiaomi basically gives up on the mid-to-high-end market and gradually advances to the low-end market. This low-end market has only sales, or it may have profits, but it is difficult to maintain its reputation. Apple once tested the following mid-market, but quickly closed it and almost fell into the abyss. Xiaomi, however, has no difficulty in surrendering the valuable mid-range market to ZTE’s rivals such as Lenovo.
So fast, Xiaomi is staggering
"The world is not fast but martial arts is not broken," which has always been Reb's belief in the Internet Truth, but also because of the rapid in the early millet, the main opponent Meizu thrown off a few streets, until the Meizu wake up only to find they can only Hard to catch up.
Millet is a must, but now is Xiaomi still faster? In the launch of 4G mobile phones, Xiaomi lags far behind competitors, and mobile phones launched after a long time also have no advantage compared to their rivals. The slow development and production of Xiaomi began to enjoy the pain of chase.
Internet companies need to be fast, but they also need to be sustainable and fast. If they are just too fast to start, they will be overwhelmed by the leader and they will easily be surpassed. However, they must have continuous R&D capability and have enough R&D teams. There is a technically superior step reserve.
Xiaomi is the legend of China's mobile Internet and is also the subject of various hardware companies learning to imitate in the past two years. However, Xiaomi himself has gradually abandoned his own guardian skills. What is this for?
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