Xiaomi, an Internet cross-border player who has been worrying about the enthusiasm of home appliance manufacturers, has not found a way to rise in the home appliance industry, and has not subverted or even shaken the competition pattern of the original home appliance industry.
At least, LeTV has been "small-lived" in the color TV market. It must be known that Xiaomi has entered the home appliance industry for several years. Some of the water sprays have stirred up a lot, and most of them have not even water splashes. What is going on here?
Since 2013, in China's home appliance industry, when Xiaomi Technology's first boots, "Millet TV," fell, it quickly became quiet. In the past five years, many home appliance manufacturers have no interest in paying attention to when Xiaomi’s second boots will land and how to land.
Standing in the starting point of the new round of peak season market in China's home appliance industry in 2018, many home appliance manufacturers are thinking about such a question: Why did Xiaomi, who has been in the mobile phone industry, have not found himself after entering the home appliance industry for many years? A piece of heaven and earth.
Whether it is Xiaomi TV, Xiaomi Water Purifier released by Lei Jun, or refrigerator, air conditioner, kitchen appliance, small household appliances, etc., which are launched by Xiaomi Ecological Chain Enterprise, they all belong to the market with “thunder and big rainâ€. . Not only did it not occupy the leading position of the industry's "one of the best", but also quickly fell into a round of market downturn.
This reflects from one side, when Xiaomi Technology's sudden emergence in the mobile phone market was accidental, its series of so-called fan economy, Internet marketing is more difficult to directly copy, imitate and in other industries and fields. On the one hand, the Chinese mobile phone market, driven by Apple and Samsung, was in the midst of a round of intelligent detonation, but the entire market has been lacking the benchmark for low-end smartphones. And Xiaomi used the large-scale, low-cost advantage made by China to occupy the low-end mobile phone market with so-called “price-performance ratio†and became the benchmark;
On the other hand, mobile phones are fast-moving consumer goods, especially after entering the era of intelligence, product and technology upgrades are too fast, often many Chinese and foreign giants in the mobile phone industry are in the "three years of Hedong, three years of Hexi" rapid change channel in. For domestic mobile phone brands alone, from the earliest TCL, Amoi, and the two leading companies in the past two to three years, to the later "China Cool Alliance" leading industry pattern, to now Huawei, Xiaomi, OPPO, VIVO and other brands have risen strongly, Basically a reincarnation for a few years. In the durable consumer goods market of home appliances, the status of leaders such as Haier, Midea, Gree, Hisense, Changhong and TCL has been relatively stable, with no major changes in more than 20 years.
Back to Xiaomi, the ambition, action and market performance of the home appliance industry. In recent years, Xiaomi Technology has entered the consumer goods sector and industries such as home appliances through the incubation of ecological chains, trying to seize the new dividend of this round of Chinese household consumption upgrade. Among them, household appliances, as a household necessities, are a category that Xiaomi can't get around, and it is also an industry that Xiaomi has high hopes for. But so far, Xiaomi and its investment eco-chain enterprises have not been able to find breakthroughs and excitement points for detonating home appliances. The reason is that after Xiaomi is not an all-powerful choice for “all-powerfulâ€, the Internet and intelligence are not the master keys for Internet companies to get through all traditional industries.
In the past few years, Xiaomi, Zhimi, Yunmi, and even a series of companies with rice characters have entered China's home appliances, small appliances, kitchen appliances and other fields. In the short term, Xiaomi's various eco-chain companies launched a series of "good design, cheap market" home appliances, which attracted many users' eyeballs and purchase desires. However, due to the lack of real differentiation of products, most of them are changes in the appearance of products that change the soup. This will soon allow Xiaomi's various eco-chain companies to fall into the embarrassing channels of followers and imitators after facing in-depth innovations from specialized industries in related industries and fields.
Among them, Xiaomi TV has been developing for many years. From the beginning, it followed the LeTV. Nowadays, with LeTV's short-lived, Xiaomi TV did not seize the opportunity. Instead, it allowed Sharp TV to seize the opportunity to seize the market share that LeTV had let out. It is not that Xiaomi TV has not adopted a low-cost competitive route, but its competitive advantage is weak in the face of Sharp; Xiaomi entered the color TV industry with intelligent turning points. Lei Jun also had high hopes, but today’s market performance has made the outside world have to doubt, copy Why did Xiaomi’s mobile phone model of Xiaomi’s mobile phone not start, but instead fell into the quagmire of “the scale is not big, the brand is not brandedâ€.
Similarly in the fields of white goods, kitchen appliances, and household appliances, Xiaomi has formed an “encirclement circle†through the Mijia, and the intellectual chain enterprises of Zhimi and Yunmi. However, whether it is Zhimi's air conditioner, Yunmi's refrigerator, kitchen appliance, or Mijia's life appliances, they have not effectively detonated in the market and become the creators of consumer trends in related fields. The key reason is that Xiaomi has encountered a huge test for the innovation and breakthrough ability of home appliances. In the short term, the millet system without technical innovation and professional manufacturing experience, it is unrealistic to rely on a single appearance industrial design to defeat the opponent.
There is no doubt that for any company, whether it is an industry leader, an industry follower, or a cross-border spoiler, in order to gain a foothold in an industry, in addition to fancy marketing and strong brand pull, the key is to have Strong product definition and innovation capabilities. This is not only the current problem of Xiaomi, but also the short board and life gate of many small and medium-sized home appliances!
Aluminum Electrolytic Capacitors
Aluminum Electrolytic Capacitors
Large Electrolytic Capacitor,HV Electrolytic Capacitors,Aluminum Electrolytic Capacitors
YANGZHOU POSITIONING TECH CO., LTD. , https://www.cndingweitech.com