Rebs began selling air conditioners again.
July 23rd. There was no press conference, and there was no Lei Wei Weibo propaganda. Xiaomi released a low-key Mi air conditioner. The price of this air conditioner is priced at 1999 yuan, plus an installation fee of 200 yuan. On July 24, Xiaomi Mall opened the public beta and sold it at 999.5 yuan.
This is the third time that Xiaomi has tested the water and air conditioning market. As early as 2015, Xiaomi and Midea cooperated to launch “iâ— Youth Smart Air Conditionerâ€. In 2017, Xiaomi launched the Zhimi air conditioner, which was selected by the eco-chain company Zhimi Technology, at a price of 4,399 yuan. The market response of the two products is cold, and the sales performance on the e-commerce platform is difficult to compare with the products of the same price in Gree and Midea.
The millet that did not stir up the water twice, this time came back, and people couldn’t help but ask:
1. Why does Xiaomi remember the market for air conditioners?
2. What is the difference between Xiaomi’s play this time?
3, step into the new bureau, 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 field of smart homes, 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, up 16% from 2016's 72 billion US dollars. 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 a big chunk. The "2018 Global Smart Home Market Forecast" quoted above refers to smart home leaders from all continents. Xiaomi is a representative of China in the Asia-Pacific sector and is aligning with LG U + in Korea, iTSCOM in Japan and Panasonic. In 2013, Xiaomi began to enter the smart home field. In 2015, Xiaomi officially proposed the IoT strategy, which is to connect all the smart devices with the mobile phone as the core, and is committed to relying on the IoT platform to build the IoT ecosystem chain connecting the home and the future. According to the latest news, Xiaomi's IoT platform has connected 100 million devices (excluding smartphones and laptops). If the number of connected devices is used, Xiaomi accounts for 1.9% of the global consumer Internet of Things market (Reference: Amazon and Apple respectively 1.2% and 1%). 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 and Apple are 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. Internet giants such as Baidu, Ali, and Jingdong are investing in the market. The same kind of strong rivals such as Huawei, the competition is not intense. Xiaomi's smart home layout is large, but most of them are small household appliances. Xiaomi has the confidence to build a smart home with small appliances. How can the electricity of this household not be used? 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 the young group, Mijia Internet Air Conditioner 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/performance†label. The price of 1999 yuan plus the installation fee of 200 yuan. The actual price of 2199 does not have much advantage in the market: there are many 1.5 air conditioners in this price segment on the e-commerce platform, and there are many well-known home appliance brands. Perhaps considering that the price does not have advantages in other e-commerce platforms, Xiaomi chose to release this air-conditioning sales season in July, relying on self-wired channels for sales, using the consistent millet hunger marketing method: 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 in the smart home field, how many consumers are willing to try this air conditioner.
On the whole, this low-key on-line does not have a smart air conditioner with a smashing low-cost route. It is not a new world for Xiaomi to enter the air-conditioning market. 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 advantage of strengths and weaknesses. If this is the case, Xiaomi sells air conditioners with little success.
The biggest advantage of Xiaomi selling air conditioners may be the reputation of 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. Mijia Internet air-conditioning products continue Xiaomi's consistent style, and its huge fan base is most likely to be the first buyers.
There are more disadvantages to talk about. Unlike mobile phones, there are high technical barriers to air conditioners, refrigerators, etc., and users pay attention to brands because they are 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 overcome when they enter the home appliance market.
In the short term, it is difficult for Xiaomi to subvert the brands and offline networks that Gree and Midea have accumulated over the past decade. The release of air conditioners this time is seen as a step closer to Xiaomi's efforts to improve its smart home industry chain system.
Conclusion
Xiaomi sells air conditioners, Gree makes mobile phones, and both of them will reach out to each other's home court. It is hard not to let the viewers remember the bet that Xiaomi Leijun and Gree Dong Mingzhu set five years ago: Xiaomi's turnover in five years defeated Gree. Lei Jun has to pay a dollar. When Dong Mingzhu responded, he increased his bet from one piece to one billion.
This year is the last year of the "1 billion gambling contract". Is it the Gree, can Xiaomi win? Just look at the air conditioner, Xiaomi's thin wrist is hard to shake Gree, and if the small node of air conditioning is diverged to see the Xiaomi ecological chain In the map, Xiaomi and Gree are getting stronger and stronger.
Look at the official for a good show.
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