美知乎網友討論：為什么小米得以在短時間內快速崛起？
2020-02-09 11:09:35 看外國人說的How has Xiaomi grown so quickly?
美知乎網友討論：為什么小米得以快速崛起?
2019年7月22日，一年一更的美國《財富》雜志發布了2019年世界500強排行榜。這份榜單以各企業的年度收入及凈利潤為評選準則，是全球最權威及最著名的企業排行榜。
去年的財富500強名單中，有129家來自中國，首次超過了美國的121家，即使不算中國臺灣地區企業，中國大陸企業也有119家，與美國數量旗鼓相當，相信這將是一個歷史性的變化。
作為成立僅9年的小米集團，去年年首次躋身世界500強企業，被財富榜單定義為“互聯網服務和零售”行業，小米成為繼京東、阿里和騰訊之后，第四家登榜的中國互聯網企業，也是全球第7家登榜的互聯網企業。
成立僅9年，小米如何成為500強的？
根據小米集團2018年年報顯示，全年總營收1749億人民幣，凈利潤為85.5億人民幣，位于總榜單第468位，在上榜的中國企業中排名第112位。事實上，小米僅花了8年時間，就成為了目前最快上榜的中國互聯網以及科技企業。
Aabishkar Wagle, Software Engineer at Innovate Tech (2020-present)
A mid-range smartphone only costs around $100 to $150 to be made by a company.
However, the company spend much of the money on marketing and advertisement. That’s why a $100 smartphone cost us $300.
So, what Xiaomi does was they reduced the marketing cost and distributed smartphone by themselves from their own websites.
This made a $100 mobile much cheaper and with good quality.
When people saw the cheap phone, they started buying it.
一家公司生產一款中檔智能手機的成本只有100至150美元左右。
然而，公司在營銷和廣告上花了很多錢。這就是為什么100美元的智能手機要300美元的原因。
因此，小米所做的就是降低了營銷成本，并通過自己的網站自行分銷智能手機。
這使得100美元的手機更便宜，質量更好。
當人們看到便宜的手機時，他們就開始買它。
They loved the quality.
Those who could not afford $300 smartphone started loving MI.
People started spreading the good reviews on MI on internet and everywhere saying how good and cheap the MI phones actually are.
Hence, Xiaomi became popular.
In one line, Xiaomi had the different business model than other phone producer which made them what they are now.
OnePlus, Honor (owned by Huawei), Meizu are some other smartphones manufacturers who copied Xiaomi business model after seeing Xiaomi’s success.
3. The devices are worth the price as they have excellent build qualit
4.Their design is neat and simple
They are also strong towards software side as well. They are extensively working on bringing products with Artificial Intelligence.
It’s not a small company and it deserves to be popular. Their products speak for them.
3.這些設備的價格是值得的，因為他們有良好的質量保障
4.他們的設計簡潔明了
他們在軟件方面也很強大。他們正廣泛地致力于推出帶有人工智能的產品。
這不是一家小公司，它理應受到歡迎。他們的產品為他們代言。
Roma Hudson, knows Chinese
As a Chinese and mobile enthusiast, I think I can answer this question.
As a new enterprise founded in 2011, Xiaomi was born less than 10 years ago. However, in just nine years, it has grown into the Fortune 500, with operating revenue of up to 30 billion US dollars in 2018.
What is the secret of its success?
Deciphering Xiaomi
1. Cheap and high-quality
2011, when China''s smartphone overlord, or apple and Samsung. They are very advanced, but with extremely expensive prices and arrogant service, many ordinary Chinese can''t afford it. (at that time, the latest Apple mobile phone was $700, while the average Chinese earned only $600 in three months.) at the same time, there are hundreds of local mobile phone manufacturers in China, whose prices are low and their quality is poor. How can high quality be combined with price preference? Xiaomi did it.
作為一個中國人和手機發燒友，我想我可以回答這個問題。
小米作為一家成立于2011年的新公司，誕生至今不到10年時間。然而，在短短9年的時間里，它已經成長為世界500強企業，2018年營業收入高達300億美元。
它成功的秘訣是什么呢?
1. 廉價且高質量
2011年，當時的中國的智能手機霸主，蘋果和三星。它們非常先進，但是價格昂貴，服務傲慢，很多普通中國人買不起。(當時最新款的蘋果手機售價為700美元，而普通中國人三個月的工資只有600美元。)如何將高質量與價格親民相結合呢? 小米做的就是。
Xiaomi 1''s launch
Xiaomi 1’s price is only 289 US dollars, but it has the most advanced configuration at that time.(The CPU adopts a Qualcomm 1.5GHz dual core processor. The screen is a sharp 4-inch LCD with a resolution of 480x854. The capacitive touch set produced by Taiwan TPK, which is specially supplied for iPhone, is adopted. The color of the shell is black, which supports the replacement of multiple color covers)
Xiaomi 1, a classic and sincere work
How can a phone like this sell for 30% of the price of an iPhone be unpopular. After the launch, more than 100000 units were sold in three hours and 1 million in three months. In a flash, Xiaomi became the hottest Internet start-up company.
小米1發售
小米1的價格只有289美元，但是配置是當時最先進的。(CPU采用高通1.5GHz雙核處理器。屏幕是一個清晰的4英寸LCD，分辨率為480x854。采用臺灣TPK生產的電容觸控部件，那是專門為iPhone提供的。外殼顏色為黑色，并支持多種色套)
小米1，經典而真誠的作品。
這樣一款售價只有iPhone 30%的手機怎么會不受歡迎呢? 在上市后，3小時內銷量就超過了10萬部，3個月內銷量超過了100萬部。轉眼間，小米成為了當時最熱門的互聯網初創公司。
Why is Xiaomi''s mobile phone so cheap?
With the rapid development of the Internet and economic growth in China, Xiaomi initially only accepted Internet booking and limited sales on the Internet, which avoided the stock of mobile phones and the operating costs of stores. At the same time, Xiaomi didn''t spend a lot of money to hire star endorsements and investment advertisements. Relying on the user''s recommendation to let more people know, it saved a lot of money. Finally, Xiaomi also makes money by accepting advertising business (video advertising, application pre installation), and then gives the money to users (the price of mobile phone close to the cost) so as to have high quality and low price.
為什么小米的手機這么便宜?
隨著中國互聯網的快速發展和經濟的增長，小米最初只接受互聯網預訂和有限的網上銷售，從而避免了手機庫存和門店運營成本。與此同時，小米沒有花很多錢聘請明星代言和投資廣告。只依靠用戶的推薦讓更多的人知道，從而節省了很多錢。最后，小米還通過接受廣告業務(視頻廣告，應用預裝)來賺錢，然后把錢還給用戶(手機的價格接近成本)，從而使小米手機有了高質量和低價格。
2. Young mobile engineers and dynamic mobile users here I have to mention MIUI, which is a highly customized system based on Android. Xiaomi''s engineers take the feedback of users, and even many users are involved in the design and modification of mobile systems, which avoids a lot of vulnerabilities and stutters in early Android systems, and has many others Features that mobile phones do not have and are popular with users. Xiaomi''s users have many students. They like Xiaomi''s low price and characteristic electronic culture, so they recommend Xiaomi to their family and friends as fans. The fast feedback of users and the fast correction of the company form a virtuous circle, and Xiaomi high uation "moat" has been built.
2. 年輕的移動工程師和活躍的的手機用戶，我不得不提到MIUI，這是一個基于Android的高度定制系統。小米的工程師根據用戶的反饋，甚至很多用戶參與UI系統的設計和修改，從而避免了早期的安卓系統的很多漏洞和延遲。以及添加了許多其他手機沒有的功能，并深受用戶歡迎。小米的用戶有很多是學生。他們喜歡小米的低價和特色的網絡文化，所以他們作為粉絲把小米推薦給家人和朋友。用戶的快速反饋與公司的快速糾錯形成了良性循環，從而建立了小米高評價的“護城河”。
3.Expand to all aspects of intelligent hardware
In 2013, Xiaomi began to develop more intelligent hardware (alot). They all have the characteristics of Xiaomi - high quality, low price, and quickly received the love of the rising urban middle class. Today''s millet intelligent hardware field accounts for 30% of the company''s business revenue, and has achieved the first sales volume in many fields (bracelet, power bank, sweeping robot, water purifier, air purifier)
Open Xiaomi mall, you will see a variety of high-quality goods, tempting you to buy them.
Because of this, Xiaomi is not a traditional mobile phone manufacturer, but a "department store", which has successfully entered the lives of more people.
PS: many of Xiaomi''s products are not developed and produced by itself. They come from many emerging technology start-ups in China. Xiaomi invests them and allows them to use their own sales channels and brands.
3. 擴展到智能硬件的各個方面
2013年，小米開始開發更多的智能硬件。它們都具有小米的特點——高質量、低價格，很快就受到了新興城市中產階級的喜愛。目前小米智能硬件領域占公司業務收入的30%，并在多個領域(手環、充電寶、掃地機器人、凈水器、空氣凈化器)都取得了第一的銷量。
打開小米商城，你會看到各種各樣的精品，吸引你去購買。
正因為如此，小米不是一個傳統的手機制造商，而是一個“百貨商店”，它成功地進入了更多的人的生活。
PS:小米的很多產品不是自己開發和生產的。他們來自中國許多新興科技初創企業。小米投資他們，允許他們使用自己的銷售渠道和品牌。
Xiaomi''s corporate culture(also the slogan of the company) is to let more people experience the joy of life. Yes, it did, and it did well.
5. Innovation of science and technology, hard power of Xiaomi.
With the development of the company, Xiaomi has the super strength of R & D. With China''s powerful scientific and technological strength, many advanced technologies have been used. For example, the creation of the concept of comprehensive screen - Mi mix 1, Oriental Aesthetics - stainless steel frx and bamboo back cover MI4, the combination of art and technology of ceramic mobile phone (MI 6plus mix1, mix2, mix3),
大多數小米電視都很便宜(如32“100美元，55”249美元，75“569美元)。他們有4K分辨率的顯示器，高性能處理器，杜比認證和非常便宜的電視會員(39美元)一年
小米的企業文化(也是公司的口號)是讓更多的人體驗生活的樂趣。是的，它是這樣的，它做得很好。
5. 科技創新，硬實力小米。
隨著公司的發展，小米擁有超強的研發實力，憑借中國雄厚的科技實力，許多先進技術得到了應用。例如，綜合屏的概念創造——Mi mix1，東方美學——不銹鋼框架和竹制后蓋MI4，陶瓷手機的藝術與技術的結合(Mi 6plus mix1, mix2, mix3)
Lei Jun, founder of Xiaomi, announced in 2018 that the comprehensive hardware profit margin of Xiaomi will never be higher than 5%, compared with 78% of the gross hardware profit, and less than 20% of the smartphone shipments, but 87% of the market profit was absorbed by apple, which is a good thing. I hope Xiaomi can go further and let more people enjoy cheap technology products.
My English is not good enough, please give me more comments (grammar), and I welcome being pointed out wrong.
小米的創始人雷軍，在2018年宣布小米的綜合硬件利潤率不會高于5%，而目前國際市場硬件利潤總額的78%，市場利潤的87%，被蘋果以不到20%的智能手機出貨量獲取，小米這樣做這是一件好事。我希望小米可以走得更遠，讓更多的人享受到廉價的科技產品。我的英語不夠好，請多給我一些意見，歡迎指正。
Akshay Malik, studied Chemical Engineering at Meerut Institute of Engineering and Technology, Meerut (2019)
Xiomi is extremely popular in Asian market.
Why?
The answer is simple, its because of the price at which the company is selling its Products (Mainly Smartphones).
The company produces Premium quality products at the lowest possible price, as compared to the market. Also, the Chinese giant produces a tons of smart products and home appliances, everything at a compelling price.
*The company do sell their products at a much cheaper price, but their is hardly any compromise with the quality. The after purchase service is also good and many people are extremely satisfied with their products.
From clothes accessories, electronics to smart home appliances; Xiaomi manufacture everything to satisfy their customer needs.
小米在亞洲市場非常受歡迎，為什么?
答案很簡單，這是因為該公司銷售產品(主要是智能手機)的價格。
與市場相比，該公司以盡可能低的價格生產優質產品。此外，這家中國巨頭還生產了大量的智能產品和家用電器，所有產品的價格都很誘人。
*這家公司的產品價格確實便宜很多，但他們在質量上幾乎沒有妥協，售后服務也很好，很多人對自己購買的產品非常滿意。
從服裝配飾、電子產品到智能家電，小米制造一切以滿足客戶的需求。
Xiomi was at right place with right product on right time. Now, the company has a very strong demand in Indian and Chinese market. It''s the number one Smartphone brand in India and is still growing. Xiomi Redmi 5A is the most selling Android smartphone in the world (Q1 2018).
Xiaomi is a well established Chinese brand now, and it''ll continue to grow further and further. The company will soon reach European market too.
小米在正確的時間，正確的地點，生產了正確的產品。現在，該公司在印度和中國市場的需求非常強勁。它是印度第一智能手機品牌，而且市場占有率仍在增長。小米公司的紅米5A手機是全球最暢銷的安卓智能手機(2018年第一季度)。小米是一個成熟的中國品牌，并且將繼續發展壯大。該公司也將很快進入歐洲市場。
Amresh, Armchair Philosopher
Xaiomi’s popularity has skyrocketed upto such a level, in India, when you hear the ringtone of Xiaomi, you have to double check if that its your own phone or somebody else’s in the room.
This ubiquitous reach of Xiaomi, was caused by a few stages.
1.Xiaomi? What’s this Chinese company?
This was the time when smartphones were booming, 5 inch displays were called Phablets and Micromax was the go to brand for the Tech savy youth.
Slowly and silently Xiaomi crept up with the Redmi 1s and the like, which had incredible specifications and low prices, but they weren’t as easily available.
在印度，當你聽到小米的鈴聲時，你必須再次確認這是你自己的手機還是別人的。
這種無處不在的小米的影響，是由幾個階段造成的。
1.小米? 這家中國公司是做什么的?
這是智能手機蓬勃發展的時代，5英寸的顯示屏被稱為平板手機，Micromax是技術青年的首選品牌。
小米和紅米1之類的機型一起慢慢悄無聲息地發展起來，這些機型有著令人難以置信的規格和低廉的價格，但卻不那么容易買到。
2. Xiaomi? That Chinese company Micromax isn’t able to keep up with?
This was the stage when dual cores and quad cores started taking over, and Micromax, which seemed to be unstoppable showed stagnation. Models released were far and few and drowned out by other manufacturers.
Xiaomi increased its flash sales, people started seeing more and more phones in customer’s hands, its reputation was booming.
2. 小米嗎? Micromax比不上的中國公司?
這是雙核心和四核心開始接管的階段，而Micromax，似乎是不可阻擋的，出貨量停滯不前，發布的車型少之又少，很快就被被其他制造商遠遠蓋過。
小米增加了它的限時搶購頻率，人們開始看到越來越多的小米手機在出現在顧客手中，它的聲譽正在蓬勃發展。
3. Xiaomi? The phone almost everyone has?
This is the stage which arrived around Redmi 3 whereabouts. Sales boomed, almost every college student wanted to get their hands on a Redmi, it was within the budjet and did what was necessary, no wasting money.
This is the stage Xiaomi is currently at, almost half the students in my college own a Xiaomi, from their word of mouth it has gone to various places.
3.小米嗎? 幾乎使每個人都擁有手機?
這就到了紅米3的舞臺。紅米3銷售很火爆，幾乎每個大學生都想擁有一臺紅米，它在預算之內，能做所有必要的事情，卻不浪費錢。
這就是小米目前所處的階段，我們學院幾乎一半的學生都擁有一個小米，并通過他們的口口相傳擴散到了各個地方。
At the end of the day Xiaomi became popular because it gave importance to the battery life, over 4000 mAh is a regular occurence on Xiaomi phones, and the inclusion of little things like an IR blaster which are quite useful, and pricing at a sweet spot of functionality and capability.
在那一天結束的時候小米開始流行，因為它增加了電池容量使之超過4000 mAh，它的紅外線光束非常有用，像這些小事情經常發生在小米手機上，這些小亮點都是其定價的加分項。
Before Xiaomi became a household name in China, there were literally thousands of companies there making cheap phones. Fake and cheap iPhones were common too. But more often then not these cheap prices meant mediocre specs and sub-standard quality.
That’s not to say there weren''t any high-quality cheap phones. There were in fact cheaper phones offered by the big names like Samsung, Sony, LG, Motorola and others. These phones had good quality and came with the right logo but they were lacking in performance and features. Cheap here is a relative term. They weren''t actually that cheap, just cheaper than the more expensive versions offered by these brands.
在小米成為中國家喻戶曉的品牌之前，中國有數千家公司在生產廉價手機。假冒和廉價的iphone在市場上也很常見。但更常見的情況是，這些低廉的價格意味著平庸的配置和不合格的質量。
這并不是說沒有高質量的廉價手機。事實上，三星、索尼、LG、摩托羅拉等大品牌也推出了更便宜的手機。這些手機質量很好，也有正確的標志，但它們缺乏性能和功能。“便宜”是一個相對的概念。它們其實并不便宜，只是比這些品牌提供的更貴的版本便宜。
This is where Xiaomi comes in. The first Chinese company to offer cheap phones with high-quality hardware. This may sound like a normal thing now but it isn''t. We''ve all heard about Cheap Chinese products that look well but perform poorly and die quickly. Xiaomi is the first company that changed this view about Chinese consumer products. Xiaomi phones were cheap but no one would dare accuse them of bad quality. That''s because Xiaomi used the same parts used to build iPhones and Samsung Galaxy S class phones.
It might be easy to label Xiaomi as a cheat because they apparently stole some product ideas from their competitors. But it would be unfair not to credit them for their innovative business concept. No one had done things that way before them, at least not so successfully.
這就是小米發揮作用的地方。成為第一家提供高質量硬件的廉價手機的中國公司。現在聽起來可能很正常，但事實并非如此。我們都聽說過中國的廉價產品，它們看起來很好，但性能很差，而且很快就會消亡。小米是第一家改變對中國消費品看法的公司。小米手機很便宜，但沒人敢說它質量不好。這是因為小米使用了與iphone和三星Galaxy S系列手機相同的部件。
很容易將小米貼上作弊的標簽，因為他們顯然是從競爭對手那里竊取了一些產品創意。但不把他們創新的商業理念歸功于他們是不公平的。在他們之前沒有人這樣做過，至少沒有這么成功的案例。
Xiaomi revolutionized the smartphone landscape in China and can be regarded as having influenced companies like Oppo and Huawei. They also did something that most Chinese phone makers had never done before. Capture the hearts of Chinese consumers. They built up a huge following in China. Not very different from the way things were with Apple (in their early days).
Xiaomi phones had such a high-demand in China that they could sell hundreds of thousands of phones in a matter of seconds if not minutes. They accomplished this using an innovative e-commerce technique now known as a flash-sale.
Xiaomi can also be credited as having launched one of the best Android UIs at the time. They had a unique model for how they handled OS customization and support. Something that would be shocking to most iPhone users. Xiaomi allowed their users to vote for features they wanted to add and delivered those new features on a weekly basis. This level of customer engagement is unheard of.
小米徹底改變了中國的智能手機市場，它可以被視為影響了OPPO和華為等的公司。他們還做了一件大多數中國手機制造商以前從未做過的事情。抓住中國消費者的心。他們在中國擁有了一大批追隨者，這和蘋果早期的情況并沒有太大的不同。
小米手機在中國的需求量如此之大，以至于在幾秒鐘(如果不是幾分鐘)內就能賣出幾十萬部手機。他們使用了一種創新的電子商務技術來實現這一目標，這種技術現在被稱為閃購。
小米MIUI也被認為是當時最好的Android UI之一。他們有一個獨特的模型來處理操作系統定制和支持,這可能會讓大多數iPhone用戶感到震驚。小米允許用戶為他們想要添加的功能投票，并每周發布這些新功能，這種程度的客戶參與是聞所未聞的。
It''s all these good qualities that skyrocketed them to fame in the Chinese domestic market.
And though it''s easy to talk about good qualities of Xiaomi and all their positive achievements, this article is not about that. We will focus on the one thing that made them famous (or infamous) outside China, which is copying Apple.
Xiaomi Mi 4, with chamfered edges and unibody design similar to iPhone 4 and 5
Xiaomi chose to imitate Apple in every possible way imaginable. It’s not clear whether this was out of necessity, a part of an ingenious strategy or due to simple laziness. Their imitation of Apple was the most extensive ever seen. No matter its product design, user interface, marketing, branding or retail style. Their Apple inspiration was very clear to see, even to the untrained eye.
The gambit paid off. In an incredible turn of events Xiaomi became the most valuable startup in the world; a rank later lost to Uber. Xiaomi also consistently topped the Chinese smart phone market share.
正是這些優良品質使它們在中國國內市場一舉成名。
雖然談論小米的優點和所有積極的成就是很容易的，但是這篇文章并不僅關于這些的。我們將關注一件讓他們在中國以外出名(或聲名狼藉)的事情，那就是抄襲蘋果。
小米Mi 4，具有倒角邊緣和機身設計類似于iPhone 4和5。
小米選擇了一切可以想象的方式來模仿蘋果。目前還不清楚這是出于必要性、巧妙策略的一部分，還是簡單的懶惰。他們對蘋果的模仿是有史以來最廣泛的。無論是產品設計、用戶界面、營銷、品牌還是零售風格。他們產品上蘋果的靈感是顯而易見，即使是外行人也不例外。
這一招收到了成效。在一系列不可思議的事件中，小米成為了世界上最有價值的初創公司，雖然之后排名輸給了優步。小米在中國智能手機市場的份額也一直名列前茅。
It''s only recently that they have started to feel the pressure from other domestic competitors like Oppo and Huawei. Many suggest that Xiaomi have lost their momentum to other competitors in China. That doesn''t change the fact that they are still one of the strongest and most reputable smartphone brands (at least in China & India).
Accusations against Xiaomi of copying Apple is a controversial subject. Xiaomi and their representatives deny everything . That doesn''t change the face that outside China many have labelled them as a blatant copycat.
直到最近，他們才開始感受到來自OPPO和華為等國內競爭對手的壓力。許多人認為，在中國，小米的勢頭已經輸給了其他競爭對手。這并沒有改變一個事實，即它們仍然是最強大、最具信譽的智能手機品牌之一(至少在中國和印度)。
針對小米抄襲蘋果的指控是一個有爭議的話題。小米和他們的代表否認這一切。但這并沒有改變中國以外的許多人給他們貼上的“公然抄襲”標簽。
Given their immense popularity in two of the worlds most important smart phone markets (China & India), many are left asking the question, “Why hasn’t Apple sued them yet?”.
Here''s a list of ten possible reasons on why Apple hasn’t taken any action yet and why they might never do it.
考慮到它們在全球兩個最重要的智能手機市場(中國和印度)的巨大人氣，許多人不禁要問:“蘋果為什么還沒有起訴它們?”
以下是蘋果公司尚未采取任何行動以及可能永遠不會采取行動的10個可能原因。（這是另外一個問題了）
2. Word of Mouth: Their community (Mi Community) has over a million members. It’s a one stop shop for all blog posts, hack, tips, Q&A, discussions, etc. And the team of Xiaomi is very active on it.
It’s like they say, a family that blogs together, stay together(?)
This helps them spread the right message through a fan base that’s global.
Not to miss in this context is their MIUI. They have frequent upxes for all their users.
2. 口碑營銷:
他們的社區(Mi社區)有100多萬成員。這是一個一站式服務的論壇包括博客文章，黑客技巧，問答，討論等。小米團隊在此非常活躍。
就像他們說的，像一家人一樣在一起寫博客，待在一起(?)
這有助于他們通過全球的粉絲群傳播正確的信息。
不要在這種情況下錯過了自己的MIUI。他們對所有用戶都有頻繁的更新。
3. MI Ecosystem:
They come. They invest. They conquer.
For example, Xiaomi has planned to invest a billion dollars in Indian startups.
That’s a lot of money, but that’s also a lot of money that’s going to work for you, in the form of equity or information (from those start ups).
Check out the crowdfunding initiative from Xiaomi. They invest in smaller startups, thereby reducing their risks and provide it as a part of their ecosystem.
They also have got their own televisions, bots, vacuum cleaners, air filters, robot builders - a collection of smart devices and products for its users.
3.MI生態系統:
他們來了，他們投資，他們征服。
例如，小米計劃向印度初創企業投資10億美元。
這是一大筆錢，但這也是以股權或信息的形式使那些初創公司為它工作的一大筆錢。
看看小米發起的投資活動吧。他們投資于較小的初創公司，從而降低風險，并將其吸納為生態系統的一部分。
他們也有自己的電視、機器人、吸塵器、空氣過濾器，并機器設備制造商——為用戶提供了一系列智能設備和產品。
4. Marketing Strategy
As one of the answers committed, they use a term called “Hunger Marketing”.
They maintain their gap in demand and supply. (I find it similar to what OnePlus used to do, phones based only on invites).
So what Xiaomi does (at least in India), is that they have flash sales for their products. They create a buzz that the flash sale begins at, say 12 noon, and within minutes, all of their products are sold out. It helps create a demand surge at those moments, but leaves some customers high and dry - many tries and no hits might make them shift to competitor brands.
Recently, seeing the offline market size, they’ve expanded strongly in retail stores with their own Mi stores and Mi experience stores (where they showcase Mi Ecosystem products that are not even released in the country).
4. 營銷策略
就像其中一個回答所說的，他們使用一個術語稱為“饑餓營銷”。
它們維持著供需缺口。(我發現它與一加過去的做法類似，只是一加是基于電話邀請)。
所以小米所做的是(至少在印度)，他們的產品限時搶購。他們制造一種喧囂熱鬧的聲音，說限時搶購在中午12點開始，幾分鐘之內，他們所有的產品都賣光了。它有助于在這些時刻創造需求激增，但卻讓一些客戶陷入困境——許多嘗試了但沒有搶購成功的客戶可能會轉向它競爭對手的品牌。
最近，他們的目光看到了線下市場的規模，他們的零售商店在大力擴張，主要包括小米商店和小米體驗店(在那里他們展示小米生態系統的產品，這些產品甚至沒有在中國發布)。
5. Strong Service
No, I’m not talking about customer service or service centers.
They bank a lot on services to improve their profit margins. Their Mi App store is huge. They cash in on advertising revenues and internet service revenues- Mi Music/Mi Video, etc To get an idea:
Xiaomi Smartphones: 70% of global revenues; 46% of gross profit
Xiaomi Internet Services: 8.6% of global revenues; 39% of gross profit!!
This helps them bridge the gap of low margin on hardware products.
That’s why when I saw a few answers in the comments that mentions Xiaomi as a very innovative company and that it is “The Apple of China”, I beg to differ.
It’d rather be the “Facebook of the East”.
[All numbers are verified through sources in various news articles or through IPO prospectus released by Xiaomi earlier this month].
5. 強大的服務
不要誤會，我說的不是客戶服務或服務中心。
他們把大量資金投入服務以提高利潤率。他們的小米應用商店非常大。他們的廣告收入和互聯網服務收入靠小米音樂和小米視頻等提供——從而得到一個想法:
小米智能手機: 占小米全球收入的70%; 毛利潤的46%
小米互聯網服務: 占小米全球收入的8.6%;毛利潤的39% !!
這些有助于他們彌補硬件產品的低利潤率。
這就是為什么當我在評論中看到一些答案提到小米是一家非常創新的公司，當稱它為“中國的蘋果”時，我不敢茍同。
它寧愿成為“東方的Facebook”。
(所有數字都是通過各種新聞報道或本月早些時候小米發布的IPO招股說明書核實的)。
關鍵詞： 小米
