On November 25, a big thing happened to Xiaomi : because of a word "diaosi", a Xiaomi executive lost his seat.
incident happened on the 21st. At the China Leading Enterprise Talent Development Forum, Wang Mei, vice president of Qinghe University, said that Xiaomi believes that "the world in the future, whoever wins the loser wins the world." After the remarks of
After the spread of this online, the fans stopped doing it:
"It has been eight years since I always thought I was a mi fan. Outsiders called us dicks, but I couldn't help crying. I didn't expect that 's brand official, which I always liked, also thinks we dicks ."
"Consumers can laugh at themselves, but merchants say that consumers are quite disrespectful."
so, on the 25th, it was the standard public relations process of "interns, expelled". Then, we saw Xiaomi's statement, Wang Mei's apology letter and resignation application.
In theory, a leader is an Internet company in the top spot in the ghost animal area. Because the executive said "Are you not OK"?
is afraid of it. The head of the sect is trying hard to clean the floor, but his subordinates are throwing dirty water on their own.
Early in the morning of November 19, Lei Jun showed a wave of "Versailles-style" operations on Weibo: Last night on Yabuli Forum , I told entrepreneurs about several common misunderstandings about Xiaomi in society.
Yabuli Forum, this is a place where popular entrepreneurs gather.
Lei Jun just explained the misunderstanding in such a "high-end" place. Three days later, Xiaomi executives began to deepen their misunderstandings.
For a moment, the wind direction in Lei Jun’s Weibo comment section changed drastically :
0 Let me say that, isn’t Xiaomi’s reputation always like this? Why did Lei Jun feel wronged?
Recalling the night 5 years ago, Lei Jun and Xiaomi were so excited that they couldn't sleep all night because they became the " King of Machines" in the minds of "Diaosi".
01
November 10, 2015, it got darker little by little.
In the Xiaomi Company building in Qinghe, Beijing, Lei Jun led a group of Xiaomi backbones in the company to lit a stick of incense.
He raised the incense high above his head and bowed three times to Guan Gong.
Immediately afterwards, this group of technical people worshiped Tmall dolls, transport truck models and transport aircraft models in turn.
After bowing, everyone trotted back to their jobs, and no one was joking throughout the whole process. Everyone knows in their hearts that the goal of Xiaomi 5 is postponed and the annual price of 100 million yuan can be achieved depends on Double Eleven.
"Xiaomi's Double Eleven is not just one day on November 11, but to do the 11 days at the beginning of November." Lei Jun inspired all employees.
Lei Jun looked serious.
Previously, Lei Jun’s hunger marketing was famous. "Monkey King" has been wearing the hat for several years, and it is time to take off .
He announced early to his fans that Xiaomi had prepared enough goods for this carnival.
Half a month ago, employees set up rows of camp beds in the company and built tens of thousands of red bull drinks into a mountain.
Xiaomi has prepared a 1 billion yuan purchase subsidy, and this discount is No.1 among the 3C electronic brand.
"It's going crazy! It's really crazy!" The designers of the copywriting team scratched their heads. Several people have been working for a full 45 days to optimize the page.
. Lei Jun often "airborne" the copywriting team, from page structure to font color, he personally checked everything.
A few hours before the start of Double Eleven, Lei Jun summoned the design team again: "There are still several places for , and we will change ."
is fully prepared to win the sales champion .
However, Lei Jun did not expect that in the first 12 hours since midnight on the 11th, Meizu firmly ranked first, Huawei second, and Xiaomi only got third.
After 12 noon, Meizu was exposed to insufficient stocking, and Xiaomi seized the opportunity to overtake. But Xiaomi only won the second place.
There are more than 2 hours left on Double Eleven, and Xiaomi is still stuck in second place .
"The past Double Eleven was when we played whatever we wanted. This year..." Zhu Lei, the sales president at the time, was a little discouraged and muttered.
Lei Jun took out the calculator and frowned and calculated repeatedly. He gritted his teeth and decided to release another wave of mobile phone coupons: Xiaomi's full category of mobile phones will be reduced by 50 yuan.
Don’t underestimate 50 yuan. The higher the cost-effective product, the more sensitive it is to price .
In the last hour, the gap between Xiaomi and Huawei gradually narrowed; in the last half hour, Xiaomi made the first comeback.
but was soon overtaken again. In the last 10 minutes, the first place was still changing... The bell of
24 rings, and Xiaomi finally stood at the top of the list of various e-commerce platforms.
When the rankings were fixed, there was a violent cheer from Xiaomi headquarters, and some employees cried on the spot.
In this 24-hour battle, Xiaomi, as a company that has just been established for 4 years, sold a total of 1.16 million mobile phones, nearly 200,000 more than Huawei.
Xiaomi became the "Emperor of Machinery" and was named the God of .
"We have gone from a chaser in the industry to a catch-up target of the entire industry." Half a month later, Lei Jun wrote in an internal letter.
However, it is not the first time that Lei Jun is a god.
Before founding Xiaomi, Lei Jun was someone else's child, standing on the top of a mountain and looking down on the world .
"My life was really perfect at that time!" Lei Jun said.
1987, Hubei's top student Lei Jun successfully passed the Wuhan University. And this year, he was ignited by a fire of " Silicon Valley ".
After reading it, Lei Jun lay down, got up to flip through the book, then lie down, and then got up to flip through the book. He was so excited that he didn't fall asleep for several nights. "Having a flame burning in his heart, ."
With the inspiration of this book, he set his first short-term goal in his life: to complete the course in two years. For this reason, he quit his nap habit.
In the year of junior year, Lei Jun's classmates were still running around the teaching building for credits, and the program "homework" written by the genius Lei Jun has been written into the textbooks of Wuhan University. After the short-term goal of
is completed, Lei Jun wants to do something bigger: change the world .
Fortunately, he is not only a genius, but also a model worker.
In early 1992, Lei Jun joined Kingsoft Company at the invitation of Qiu Bojun.
As soon as he entered Kingsoft, Lei Jun was full of energy in the company. He works 16 hours a day, 6 days a week, and only rests for 4-5 hours a day.
6, he was promoted from development department manager to deputy general manager, and soon promoted to general manager.
2 years later, with the reorganization of Kingsoft shares, the 31-year-old Lei Jun has become the president of Kingsoft.
On October 16, 2007, Kingsoft was listed in Hong Kong. At this time, Lei Jun, as the chairman, received more than 600 million Hong Kong dollars in stocks, and achieved financial freedom .
At this time, he was only 38 years old.
However, at this time, the world has changed.
02
One month after Kingsoft went public, in November 2007, Alibaba was listed on the Hong Kong Stock Exchange. On that day, Alibaba's market value reached US$26 billion.
Your own wealth freedom is too distinctive compared with other people's wealth .
Recalling in 1998, 29-year-old Lei Jun served as the general manager of Kingsoft and was a striking figure in Zhongguancun . At that time, Jack Ma and Zhang were still raising money for the "Chinese Yellow Pages" with the scolding of "scammers".
At that time, Jack Ma came to ask Lei Jun for financing. Lei Jun, who was busy every day, refused him and said, "With my busy state at that time, it would be not easy to meet you.""
is not just Jack Ma? That year, Ma Huateng was still busy promoting the stock tyrant cards he developed; Robin Li was still working in a Silicon Valley search engine company; Zhou Hongqi only made a little success and founded Beijing Sanqi 21 Technology Co., Ltd.
However, ten years have passed in the blink of an eye, and these people have grown into the hero of the Internet industry.
1 on a snowy night in December 2007, a near Zhongguancun, Beijing In the tavern, friends gathered together to drink, wish Lei Jun 40th birthday, and celebrated Lei Jun's financial freedom at the same time.
未分类, but Lei Jun was thinking.
"分6分类录分类, 分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录分类录"
" After Kingsoft was launched, Lei Jun was very lonely and said that he was lost and didn't know what to do when he woke up every morning. "
A few days after the party, on December 20, Kingsoft received a letter of resignation from Lei Jun.
colleagues were all surprised. Lei Jun always said that he could not live without Kingsoft, so why did he leave now?
In order to keep Lei Jun, I asked Bojun to talk to Lei Jun several times. He summarized Lei Jun's core demand: "How many 16 years can the people have in their lives? ? "
Lei Jun started graduating from university to 2007 and worked diligently in Kingsoft for 16 years, and he was in the blink of an eye.
Although Lei Jun was assigned a stock worth 600 million Hong Kong dollars, can 600 million Hong Kong dollars be compared with 26 billion US dollars?
Kingsoft at that time be under pressure from two mountains, pirated and Microsoft , and could only "make war with war", fight "guerrilla warfare", pick up giants and pirated projects that are not done.
"I don't know where I can To produce food, we have to survive and pay wages. We are wandering between ideals and reality..."
Kingsoft has not become a world-class enterprise, and Lei Jun was very sad.
After the birthday party, Lei Jun made up his mind to "find his contributions in one battle", must realize the dream of a first-class enterprise in this life. . He left Kingsoft and started a second business.
In order to find the crux of Kingsoft, Lei Jun thought at home for three years.
"The past three years have been reflecting every day. Only after waking up from a dream in one day realized: if you want to achieve great success, it is far from enough to rely on diligence and hard work. "In 2010, Lei Jun sighed on Weibo.
He used his first half of his life to condense it: "When the typhoon comes, the pig can fly into the sky."
What is the typhoon in the 21st century? In Lei Jun's view, it is the Internet .
"We have experienced so many contemporary opportunities, China's PC industry began, China's Internet industry began, and there are so many historic opportunities for us, and I have not done the right thing when it is right. "
However, the typhoon in the Internet has become a red sea. Lei Jun is looking for the next trend .
Li Wanqiang came to follow Lei Jun when he heard that Lei Jun was going to start a business.
"Do you know what I want to do? Just follow me! "Lei Jun asked him.
"You want to make a mobile phone! "Li Wanqiang answered without hesitation.
Lei Jun later explained to the reporter with a smile: "We people like to play with mobile phones. I have more than a dozen mobile phones in my pocket. I have been thinking about this every day, and I have been thinking about it for several years. My hobby for mobile phones is well known. ”
He counted that in 16 years, he consumed and replaced 53 mobile phones in total. On average, 3 to 4 mobile phones were replaced in a year. He felt that the potential of consumer electronics should not be underestimated.
However, what Li Wanqiang did not expect was that Lei Jun would use the Internet thinking to make consumer electronics .
In 2010, Lei Jun announced the establishment of Xiaomi.
The following year, Lei Jun entered the mobile phone market with Xiaomi 1 of 1,999 yuan.
" cancer "! " smasher "! Seeing Lei Jun’s prosperous business and super low selling price, the industry’s bigwigs scolded Lei Jun in unison.
Because the new domestic mobile phones cost 3,000 or 5,000 yuan at that time, the iPhone was once sold for more than 6,000 yuan.
But Lei Jun did not stop. He felt that China Cool League and the Blue and Green Brothers accelerated their layout of the 2,000 yuan gear, and Xiaomi 1's low-price high will soon be lost.
can only hold the position if you continue to bargain. Lei Jun began to conceive a smart phone with a gear of 1,000 yuan.
Two years later, Lei Jun successfully launched the Redmi series, priced at 699, 599, and 499 yuan, which is as low as a genuine smartphone, or even a smartphone.
However, Redmi 1 has sold 100,000 units in the first batch, and its reservation customers have exceeded 9 million. More than 90 people compete for one Redmi .
Although the bosses were so angry that they were half-hearted, it was not them who really defeated Lei Jun. In other words, what Xiaomi has destroyed is not the smart phones of its peers.
03
Whose market does Xiaomi occupy?
copycat machine. Although the counterfeit phone cannot be on the table, when Lei Jun still rings the bell for Kingsoft to be launched in Hong Kong, it is the well-deserved "Job King" in the domestic smartphone market.
In 2007, China's sales of counterfeit phones reached 150 million units, accounting for about 13% of the global mobile phone shipments.
Speaking of counterfeit machines, we must mention Shenzhen’s Huaqiangbei.
This street, which is less than one kilometer, once housed 30,000 electronic products shops and 21 large stores with an area of over 10,000,000 passengers flow every day, with an annual sales of up to 37 billion yuan.
" can be sold when it is available, no matter whether the style is beautiful or not ". Facing the reporter, the owner of Huaqiangbei Electronic Market Store looked arrogant and had no time to accept an interview.
Huaqiangbei’s copycat phone is awesome because its product performance is savage and powerful: super large audio; 8 marbles; dual-stop; MP3; MP4; MP5...
In other words, there is nothing that can’t be imagined, but nothing can’t be done.
The key is that a new smart phone can be bought for three to five thousand yuan on the market, while in Huaqiangbei, you can get the "same model" for only one to two hundred yuan.
Hhuaqiangbei manufacturers can achieve ultra-low price copycat machines, because they are inseparable from the "father of copycat machines" MediaTek . They purchase MediaTek's cheap chips and then assemble them with cheap hardware. So, it happened.
However, they did not expect that in 2011, MediaTek transformed and no longer lingered in counterfeit machines. He ran towards the genuine big factory without looking back. The low-price advantage of counterfeit machines collapsed, and the price increased from one to two hundred to five to six hundred.
If the price is the same as the counterfeit mobile phone, who will choose a counterfeit mobile phone? As soon as the price of counterfeit machines increased, Xiaomi's popularity reached . After the sale of
Redmi, Huaqiangbei closed 1/4 of the shop, and the "empty shop tide" appeared for the first time. The net profit of major shopping malls fell by more than 10% in half a year. The media called Lei Jun a " copycat killer ".
For this reason, the counterfeit machine also launched a crazy counterattack against Xiaomi.
In 2015, a "Xiaomi franchise store" was opened in Seoul, South Korea. Xiaomi's official official said that the store was a copycat, and another copycat incident broke out in Germany far away in Europe.
Germany's copycat problem has not been solved yet, imi has quickly gained popularity in Thailand and Southeast Asia. Imi's trademarks and dolls are very similar to Xiaomi...
30-40% of Xiaomi mobile on the market are fake. The fake rate of Xiaomi Power Bank is as high as 80%. The copycat plane made Lei Jun complain.
At the 2017 Two Sessions, Lei Jun denounced copycat machines.
However, Lei Jun had just put down the "counterfeit machine chaos", and his own supply chain caught fire .
After the end of the Battle of King of Machines in 2015, Xiaomi’s mobile phone sales began to decline sharply. Xiaomi led by the genius Lei Jun was in a good situation, but why did it suddenly encounter a crisis?
supply chain.
Around the Spring Festival in 2015, Japanese mobile phone material suppliers flew to Beijing to meet Lei Jun according to the appointment time, but there was a problem in the coordination of the supply chain department, which made Japanese suppliers wait for 3 hours at Xiaomi headquarters.
Xiaomi held a supplier conference. Several suppliers did not wear clothes distributed by Xiaomi. When the photo session, the head of Xiaomi's supply chain pushed these people off the stage...
After several incidents happened, Lei Jun did not seriously criticize the head of the supply chain. Until they offended Samsung .
In February 2016, Xiaomi's supply chain team had a fierce dispute with senior executives in Samsung Semiconductor China. As a result, Samsung's senior executives left the seat and decided to "sanction" Xiaomi and stop supplying Xiaomi AMOLED screens.
There is a hidden rule in the mobile phone industry: Samsung semiconductor is very strong in the industry, and you can cure whoever you want to cure .
After Samsung cuts off supply, Xiaomi's shipments have been "halved".
In the first three months of 2016, Xiaomi's shipments fell from first to fifth. There are as many as 40 pages of Weibo calling "Xiaomi plays a monkey" on Sina Weibo.
The voices of Lei Jun are constantly heard, and the mobile phone industry has begun to wait for Lei Jun to make jokes .
"The public feels that Xiaomi is fooling and hyping." Lei Jun realized that he needed to "make up lessons" and Xiaomi needed to "reborn".
On May 18, 2016, Lei Jun directly took over the mobile phone R&D and supply chain teams, and these two departments need to report directly to him.
He also invited Zhang Feng, who is the best at relationship with manufacturers, to assist in the supply chain, and promote Xiaomi's former R&D director Yan Kesheng to grasp the R&D department, because Yan Kesheng is good at being the "balancer" of the team.
In order to show Xiaomi's sincerity of "renewing the heart", Lei Jun flew to Samsung headquarters four times to apologize, although he was stopped outside the door by Samsung for the first three times.
With Lei Jun’s personal efforts, Xiaomi has returned to the peak of cost-effectiveness.
When Lei Jun took over, Xiaomi's annual sales volume was only more than 5,500 units. By 2017, Xiaomi's annual sales reached more than 90 million units, and in 2018, it exceeded 100 million units, and then it grew year after year.
Generally speaking, after a company goes downhill, it is difficult for it to return to its glory.
Lei Jun created miracle again .
20 Double Eleven, Xiaomi announced that it has once again become the sales champion of Android phones on all platforms. The entire network celebrates Lei Jun’s victory.
Although Xiaomi's sales are lively, they cannot share gold with big scales and eat meat with big stutters...
Nowadays, the annual shipments of mobile phones such as Xiaomi, Huawei, Apple, and Samsung are all in the scale of 100 million units.
Apple mobile has long accounted for more than 60% of the global smartphone industry's profits, Samsung is about 20%, followed by Huawei, and OPPO and other mobile phones.
Xiaomi often ranks at the bottom...
After all, Lei Jun once made a promise: "The comprehensive after-tax net profit margin of the hardware business shall not exceed 5%. "
Although the hat of the middle and low-end "Job King" is good, it is still a bit "famine".
Fortunately, Lei Jun is still burning the fire in Silicon Valley and has the dream of high-end mobile phones.
ending
5 years ago, after the Battle of King of Games in 2015, Xiaomi gained a firm foothold in the mid- and low-end markets. At the same time, the imprints of the mid- and low-end are difficult to wash away.
"Do you continue to make cost-effective to stabilize this group of users? Or explore upwards and develop more markets?" is at the transformation threshold, Lei Jun has also swung .
In 2015, Lei Jun carefully threw out a pathfinder - Xiaomi Note, priced at 2,999 yuan.
As if he was afraid that rice fans would discuss it, Lei Jun took the lead in playing the card of bitterness.
"high accessories cost" and "low yield rate". Lei Jun repeated it over and over again at the tasting meeting, complaining over and over again.
However, the difficulties conceived by Lei Jun did not happen, and people did not pay attention to the price of Xiaomi Note.
Xiaomi can also rush to the middle and high-end ranks to .
In the winter of 2016, he tried to release the MIX series. MIX exceeded 3,000 yuan for the first time and was priced at 3,499 yuan. The subsequent MIX series is stable at around 3,500 yuan.
Three years later, the MIX Alpha, which is priced at 19999 yuan, was born.
Seeing the price of MIX Alpha, most fans have noticed Lei Jun's ambitions. They argued endlessly online. Some netizens mocked Lei Jun for being accused of being abducted, while others even scolded Lei Jun for betrayal.
Facing the scolding, Lei Jun could only use clever efforts to resolve it. He said that MIX is purely a play, and Alpha originally planned to "get as much as it is expensive", which is purely a scientific research project. I hope everyone doesn’t take it too seriously and don’t be serious about him .
However, Lei Jun’s dream of high-end has not stopped. He made the next 10-year plan for Xiaomi.
On February 13, 2020, Lei Jun put in all his strength and priced Xiaomi 10 at 3,999 yuan.
"Selling 3999 yuan is really making friends!" This time, he continued to label the price-performance ratio and continued to talk about how difficult it is to make such a mobile phone at this price.
As expected, Lei Jun's humble attitude made netizens feel distressed: " Rebus originally wanted to be high-end, but he had no choice but to make another cost-effective mobile phone."
In August this year, Lei Jun directly launched the Xiaomi 10 Supreme Commemorative Edition priced at 5,999 yuan. Another step forward.
Xiaomi 10 is the starting point for Xiaomi’s next 10 years that Lei Jun expected. In the next 10 years, Lei Jun will face the front with Xiaomi and high-end aircraft.
"No matter how many uncertainties there are in the world, Xiaomi people can turn success into a certain thing!" Lei Jun kept motivating himself.
Next month, Lei Jun will turn 51 years old. He has passed the year of knowing destiny. But he didn't accept his fate.
His first half of his life experienced peaks and troughs many times, and this spirit touched many people .
However, the fact is that there are still 600 million people in China, with a monthly income of less than 1,000 yuan. They need Xiaomi and do not want Xiaomi's main business to move from the middle and low end to the high end.
They don’t want to be regarded as “diaosi” by brand owners .
If Xiaomi has successfully transformed, it mainly focuses on high-end mobile phones. In order to reflect opponents who are still struggling in the low-end field, they can also risk their character collapse and gloatly tease "Those who win the loser will win the world."
Today, Xiaomi is just entering the high-end field and is really unkind to turn back and "mock" the users who have supported themselves for a long time in the past and continue to support themselves in the future.
Just like the "inner strengthening management" mentioned in Xiaomi's statement, Xiaomi's internal construction must be strengthened.
If you want to be high-end, you have to be high-end in doing things and speaking.
