Millet after the valuation of 50 billion U.S. dollars was very embarrassing. Lei Jun interviewed by the Forbes Chinese Network reporter actually released a stern statement: The only mistake in four years was to have millet underestimate a zero!
When Lei Jun elatedly communicated the mistakes he had made, Taiwan’s telecommunications industry regulatory authorities gave Xiaomi a stick and 12 companies, including Xiaomi Apple, violated the privacy protection law. In August this year, Xiaomi was already plunged into the vortex of “privacy door†and was investigated by regulatory agencies in Taiwan, Hong Kong, and Singapore. After more than three months, Xiaomi once again fell into the "privacy door," which is really puzzling.
Damaged brand maintenance
It is an indisputable fact that Xiaomi's brand is unknown, but the value of Xiaomi's brand remains to be verified. Especially after the media exposed Xiaomi’s market value to exceed US$50 billion, the value of the Xiaomi brand has become a sensitive topic for Xiaomi. For Lei Jun, the maintenance of the Xiaomi brand has become a blemish.
Xiaomi has become a household name brand, and more is relying on gimmicks. From initially making a cost-effective smart phone of RMB 1999 to a so-called art tour of a steel plate and omnipotent Xiaomi smart router, Xiaomi has been attracting users with a series of gimmicks, such as low prices and manufacturing processes.
During the four years of growth, Xiaomi constantly changed the marketing vocabulary to attract users and maintain the popularity of Xiaomi's brand. After competitors such as Huawei, Lenovo, and Coolpad joined the price war, following Xiaomi's hungry marketing and gimmick-like hype, it is increasingly difficult for Xiaomi to find a place to maintain brand popularity. From the marketing and publicity of previous new product launches, we can already see millet's lack of strength in maintaining the brand.
The lack of bright spots to maintain brand popularity is not terrible. “Privacy Gateâ€, the 1799 Battle Incident, and the Huangnimen Incident made Xiaomi a negative headline for the media headlines. After apologizing for leaking user privacy in August, Xiaomi was once again caught in the privacy gate. Is this not the biggest flaw in the maintenance of Xiaomi brand?
Brutal growth
Millet's mistakes in brand maintenance are not accidental. This is a hidden danger in the process of brutal growth. In fact, the hidden danger of the barbarian brutal growth process is not just brand maintenance. I believe many careful users will find that more than a year more and more negative side of millet.
From a specific product point of view, whether it is a smart phone, a smart TV, or a small product such as a smart router, Xiaomi does not have a solid attitude toward product. Problems such as fever and repeated restarts have not improved until Xiaomi 3, but they have not been eliminated.
Initially, the user is still tolerant of Xiaomi, a brand that has just emerged. When Xiaomi’s mobile phone has not solved the old problems such as high heat output and repeated restarts, it is inevitable that users have lost their tolerance. A large number of problems are so concentrated. Millet, who lacks a sense of urgency, naturally does not realize the seriousness of the problem. When a large number of negative attacks strikes, Xiaomi is somewhat vacant. It is precisely because of this, when millet was fermented in the Huangnimen incident for several months, Xiaomi official only responded to questions with the old-fashioned tactics of Sun Express data.
Xiaomi has always been a proud brand and a arrogant brand. In the process of rapid growth, the legacy of growth has been neglected, and over time, it has become a huge hidden danger. Right now, Xiaomi has been named twice in the “Privacy Gate†incident. This is an outbreak of the barbarian growth contradiction. But is it possible for Xiaomi, who has experienced brutal growth and pain, to accept this lesson?
Xiaomi should review and rethink
After Xiaomi 3's mobile phone sales were frustrated, Xiaomi had begun to reflect. Millet 4 focuses on craftsmanship and is the result of Xiaomi's reflection. However, after choosing to develop an international market strategy, Xiaomi's reflection alone is not enough, and he needs to review himself first.
The rapid rise of millet has a large speculative component. Whether it's playing hunger marketing or turning a blind eye to the yellow cattle, Xiaomi did not do business routinely like big brands such as Nokia and Motorola. Entering the Taiwan market, the regulators imposed fines on false propaganda, which is a sign that Xiaomi has speculation in the domestic market. However, Xiaomi’s hype is based on the fines imposed by Taiwan’s regulatory authorities. This is a place that needs to be reviewed.
Right now, Xiaomi has been named twice by Taiwanese regulators for violating user privacy. Xiaomi must deeply review himself. A few months ago, Xiaomi had publicly apologized for violating user's privacy, and once again made the same mistake, stating that Xiaomi did not correct his mistakes, but he took a chance.
In fact, in the series of negative events such as Huang Niumen and the 1799 battle, Xiaomi should do a review of himself and reflect on it. The process of internationalization of millet has begun and it has entered the Indian and Taiwanese markets. The situation in the international market is more complicated than in the domestic market. If Xiaomi does not learn to review and reflect, it is bound to suffer heavy losses in the process of internationalization. Taiwan’s regulatory authorities have given Xiaomi two warnings. This is already a dangerous signal.
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