Will Xiaomi become an opponent of traditional home appliance enterprises such as Gree, Midea and Haier within 10 years?

Tall buildings rise from the ground, not all on the foundation. It is impossible to occupy the traditional home appliance market by OEM and cost performance. Any electronic product without independent research and development ability can only be a smash hit, and products with brands and technologies can be in an invincible position!

It is unlikely, because Gree is much stronger than Xiaomi in all aspects.

Hello, I'm Hui. I want to tell you that the TVs of Haier, Hisense, TCL, Skyworth and other traditional home appliance companies are all great. They can't lose to Xiaomi in the "quality" of TV. The sales advantage of Xiaomi does not depend on the quality of TV. On the contrary, Xiaomi takes advantage of the homogeneity, maturity and stability of aging products such as TV, and gains a competitive advantage through dimension change through dimension reduction.

We often watch American science fiction movies. The strongest American troops on the ground are often beaten out of the water by aliens, because our opponents are not in the same dimension as us, and our heavy weapons are like tickling them. Xiaomi TV, just by virtue of this thinking of dimension reduction and attack, has gained the advantage over traditional TV. Xiaomi TV is not much different from traditional TV in quality and performance. However, Xiaomi brand, through years of efforts, has established brand characteristics such as Internet thinking, freshness and fashion, and cost performance. At the same time, it has opened up a retail channel different from traditional household appliances, and cooperated with the content and intelligent service system, thus avoiding the market platform that competes with traditional household appliances on the same stage, and realizing the dimension reduction blow to traditional TV from a higher dimension.

Within three years, Xiaomi will become the biggest rival of traditional home appliance enterprises such as Gree, Midea and Haier for the following reasons.

First, the strategic advantages of the ecological chain Many people say that Xiaomi has become a talent in a few years. Gree, Midea and Haier are old players? Become a strong enemy? Dream on. I'm sorry, the technology business really doesn't talk about seniority like that. Silver carp effect and destructive subversion are often more lethal.

"Xiaomi has no core technology and is still too young." When Xiaomi made a mobile phone, many people said the same thing. Later, Xiaomi made TV, and many people still say so. As a result, he was slapped in the face.

Xiaomi TV, Xiaomi kettle, Xiaomi rice cooker, Xiaomi air conditioner ... some of these eco-chain products have become Xiaomi's biggest advantage, although it is not operated by Xiaomi himself. Through acquisition or strategic investment, Xiaomi integrates the world's best superior resources through capital operation, including team, capital, core key technologies, supply chain and so on. This ensures that every product can be done well, thus forming a stronger competitiveness.

You can dig deep into the historical background of each eco-chain product enterprise, which is excellent and leading in this field. Through the ecological chain strategy, the rapid development speed makes traditional home appliance enterprises such as Gree, Midea and Haier dare not take it lightly.

Second, the AIOT strategy IOT intelligence is undoubtedly the development direction of traditional household appliances, and the mobile phone is the control center of the entire IOT device. Although Gree, Midea and Haier have some advantages in traditional manufacturing, they are not rivals of Xiaomi in terms of equipment intelligence and Internet of Things cloud platform services.

Xiaomi has become the second largest smart home equipment manufacturer in the world. In terms of household appliances, TV, air conditioner, refrigerator, electric kettle ... As long as Xiaomi is involved in the field, almost all competitors are sad.

With the acceleration of the 5rG era, it is an inevitable trend for Xiaomi to accelerate the layout and promote the AIOT strategy and fully enter the home appliance market. What is certain is that Xiaomi will become a strong opponent of Gree, Midea and Haier. Of course, the tonality of Xiaomi does not rule out the possibility of strong cooperation.

Hello, I'm glad to be invited to answer questions.

So, in 10 years, will Xiaomi become an opponent of traditional home appliance enterprises such as Gree, Midea and Haier?

I feel that I need to answer this question from two dimensions.

Dimension 1: In terms of sales volume, the sales volume of home appliances such as Xiaomi TV and Xiaomi air conditioner has increased rapidly in recent years. With Xiaomi's best marketing method and Xiaomi's ecosystem, the sales of Xiaomi's home appliances are increasing rapidly.

The sales of traditional household appliances manufacturing are relatively bleak. They have not established any ecosystem, nor will they use the internet for deliberate marketing. Even marketing is not as good as Xiaomi marketing. At most, it is an e-commerce festival such as 6 18, advertising, price reduction and so on.

Therefore, in this sales dimension, it won't be long before Xiaomi can occupy the home appliance industry and become one of the sales.

In this era, whoever can market will have more sales and higher benefits, so Xiaomi is very successful. Moreover, in terms of sales volume, it has also attracted the attention of the traditional home appliance industry. It can also be said that Xiaomi is now their opponent.

Dimension 2: Gree, Midea, Haier and other traditional home appliance enterprises with core technologies have not been established for a long time, and they all have their own accomplishments in the field of home appliances more or less.

They have also accumulated some core technologies of their own. For example, Gree uses their own technology on air conditioning chips, and the virus purifier developed by Gree some time ago has caused extensive discussion. This purifier is the core technology developed by Gree itself.

In some aspects of user experience and product optimization, I believe that these traditional home appliance companies are doing much better than Xiaomi.

Because these enterprises have been for a long time, they have learned about the development of this industry, the experience and needs of users.

Compared with Xiaomi, an Internet company, other household appliances are slowly developed from the initial mobile phones, and there are not necessarily many core technologies, and the understanding of the industry is not necessarily thorough.

Therefore, in this respect, Xiaomi was completely defeated by the traditional home appliance manufacturing industry, and things like core technologies could not catch up in a short time.

Therefore, if in 10, Xiaomi will increase R&D, and other traditional household appliance enterprises will also increase R&D, then no one knows whether 10 will become their strong rivals.

To sum up: in terms of marketing and sales, Xiaomi is indeed the enemy of traditional home appliance enterprises; In terms of core technology, Xiaomi still has a long way to go.

Will become rivals, but not competitors of the same latitude.

Haier, Gree and Midea are traditional home appliance manufacturers, and Xiaomi is an Internet enterprise. It can be understood that the core of Haier, Gree, Midea and other enterprises is manufacturing, while the core of Xiaomi enterprise is users. What Internet enterprises value is how to establish a good relationship with users and interact on this relationship, so as to create more value for users and realize the value of their own enterprises. Haier, Gree, Midea and other companies value my product capabilities and how excellent my products are. Therefore, they are not competitors at the same latitude at all.

However, we are also pleased to see that some traditional enterprises, such as Haier Group, are also carrying out reforms along the pulse of the times. They are also more and more willing to get close to users and interact with them. If they wake up and realize the importance of user interaction, then they may kill Xiaomi in minutes. Therefore, in this sense, they will be Xiaomi's opponents.

For consumer goods enterprises, especially household appliances enterprises, the future competition is not only the competition of products, but also the competition of users. Who wants to interact with users, who can occupy users' time and who is closer to users, the competition will become more and more fierce.

Xiaomi internet air conditioner released. As an intelligent inverter air conditioner with 1.5 pcs, 0. 1 precise temperature control, three-level energy efficiency and voice control, the price of 1999 yuan is still relatively high. However, air conditioning has always been a hot spot of competition for home appliance enterprises. Nowadays, China's air-conditioning market is dominated by home appliance manufacturers such as Gree, Midea and Haier, and an oligopoly market pattern has long been formed. It will take time to prove whether Xiaomi air conditioner can be integrated.

In fact, Xiaomi is not the first time to enter the air-conditioning industry. As early as 20 14, Xiaomi cooperated with Midea and jointly released an "I Youth" intelligent air conditioner. Although this air conditioner belongs to Midea's product line, it has built-in intelligent module of Xiaomi, which can be remotely controlled through Mijia APP and mi band. Unfortunately, the user experience of this air conditioner is too poor, and Xiaomi failed to enter the air conditioning camp with the help of home appliance companies. Later, Xiaomi also cooperated with Oaks to launch ultra-thin smart air conditioners, and the response was still flat.

Three years later on 20 17, Xiaomi chose to go it alone. Zhimi Technology, an eco-chain enterprise, released a 1.5 inverter intelligent air conditioner with a price of 4399 yuan, which was manufactured by Changhong. This high price directly broke the label of Xiaomi's cost performance. Are there any netizens who spit out whether Xiaomi is crazy and treat consumers as fools with more money? This air conditioner still failed to arouse the market reaction, and even Xiaomi has not announced the sales volume of this product.

The first youth route and the second high-end route, both attempts were highly anticipated, but both ended in regret. For the third time this year, I tried to return to Xiaomi's consistent method of making products, and made my own model of "high cost performance" and directly killed the city with price. The success of Xiaomi mobile phone is the best example. Xiaomi wants to copy the model of mobile phone and shake the air-conditioning pattern in China market with price. The price of Xiaomi's air conditioner this time is 2 199 yuan. The original price is very attractive, but in order to attract people's attention, it becomes 1999 yuan, plus the installation fee of 200 yuan, giving consumers the illusion of intelligent inverter air conditioners within 2000 yuan. Xiaomi is really an internet expert.

However, the price of 2 199 yuan does not seem to have much advantage on e-commerce platforms such as JD.COM, because there are many products with the same price and the same function, and there are also many famous brands such as Midea, Chigo and Haier, and even some small brands have lower prices than Xiaomi. I wonder if the price war of Xiaomi is good or bad? It is reported that Xiaomi's air conditioner is also contracted by Changhong, and the installation and maintenance services are also undertaken by Changhong. It is also appropriate to say that it is Xiaomi Changhong air conditioner.

The air-conditioning industry in China has developed for nearly 30 years, especially in 10 after the 20th century, and it has developed very rapidly. In the fully mature air-conditioning market, Xiaomi may not be able to enter if he wants to. The previous two attempts also proved that Xiaomi's model does not seem to be suitable for air conditioning. Xiaomi entered the air-conditioning industry three times in the past four years, eager to subvert the pattern of the air-conditioning market. I don't know if it is because Lei Jun and Dong Mingzhu made a bet of 654.38+0 billion. No matter what the future outcome is, I just want to say to Xiaomi: Go all the way!

Personally, I feel that Xiaomi's strength is software technology, but he does not master the core technology of air conditioning. What Xiaomi does is to combine software technology with hardware to be smarter. The core concept of Xiaomi is "good price", but the core technology is not mastered, and the price intelligence is decided by others. This year is Xiaomi 10 birthday. Xiaomi has become one of the first-line enterprises in China Internet industry from scratch. The next 10 millet year is worth looking forward to. If Xiaomi wants to make a breakthrough in air conditioning, he must master the core technology, and Gree, Midea and Haier will also make progress. If Xiaomi can master the core technology of air conditioning at 10 and the price is kind, he still has the ability to compete with Gree, Midea and Haier.

In the future 10, will Xiaomi become a strong competitor of domestic appliance brands?

Before answering this question, let's take a look at the current situation of domestic household appliances. At present, the industrial chain of domestic household appliances is very mature, and large and small home appliance factories abound. As long as a brand has good design and quality control, plus some intelligent modules, the factory can quickly produce products with stable quality. At present, domestic household appliances generally do not need to invest too much money in R&D and upgrading, and the initial investment is less.

Moreover, from the current home appliance market, the low-end market is seriously homogenized, consumers are more sensitive to prices, and brand stickiness is low. The models of traditional home appliance manufacturers are complex and diverse, the operation is not concise enough, and the intelligence is still relatively low.

Generally speaking, the traditional home appliance market is already the Red Sea market, and Xiaomi can make this market more competitive through its own advantages.

What are the advantages of Xiaomi's entry into the home appliance market? At present, China's home appliance market has a mature supply chain. With its current brand effect and the advantages of online channels, Xiaomi can develop rapidly in the field of single household appliances with strong products.

We can see that at present, Xiaomi's main household appliances are TVs and air conditioners, while a large part of other household appliances are Xiaomi's ecological chain companies, not Xiaomi itself. Xiaomi's home appliance model is essentially a replication model between single items, building a platform and laying out AIoT.

Xiaomi mainly enters through Internet channels and brands. Through the solution of the foundry, Xiaomi only intervened in the appearance and app, and entered the home appliance market through the advantages of hardware, big data and rich ecological chain layout. In addition, Xiaomi has a huge young and middle-aged customer base and has a great demand for home appliances.

/kloc-will Xiaomi have an impact on the traditional home appliance market within 0/0 years? At present, Xiaomi has become a force worthy of attention in the home appliance market. However, except for TV, Xiaomi's share in other home appliance markets is still not obvious, and it is difficult to challenge traditional manufacturers.

In addition, although Xiaomi household appliances have certain advantages in sales volume, quality control and manufacturing do not consider standards and system construction.

To sum up, Xiaomi has been laying out its own ecological chain in recent years. Xiaomi's TV has also developed well in recent years, and the sales volume of TV has reached the first place. However, Xiaomi is still inferior to traditional home appliance brands in other household appliances.

I don't think it will be 10 years, and it is estimated that it will be three years at the most. Traditional home appliance enterprises do not innovate, even if Xiaomi is not successful, there will be food to eat. However, according to the current situation, Xiaomi will become a strong opponent in all home appliance industries in the future.

First, the status quo of Xiaomi's household appliances 20 19 In the whole year, Xiaomi's TV sales exceeded10 million, becoming the first TV brand in China with annual sales exceeding10 million. Although there are competitors to pry Xiaomi TV's old story, saying that the accessories are poor, the follow-up sales are basically unaffected.

In addition to TV, Xiaomi's rice cookers, sweeping robots, electric fans, refrigerators, electric lights and air purifiers are all selling well. But air conditioning has not yet reached the point where it challenges Gree and beauty. This is because air conditioning is a channel-dependent industry, and the installation of air conditioning is more complicated. Xiaomi does not have such a team and can only rely on terminal stores.

However, at present, traditional air-conditioning enterprises have basically controlled the terminal channels, and it will take some time for Xiaomi to sell air conditioners well.

Second, there are two main reasons why Xiaomi can subvert this point. The first is high cost performance, followed by intelligence and internetization. The two are related. Why does Xiaomi dare to sell such a cheap product? Because Xiaomi has no intention of making much money from hardware. As can be seen from Xiaomi's financial report, more than half of Xiaomi's profits come from Internet services, that is, the Internet attributes attached to these hardware. For example, TV start-up advertisements, APP advertisements, draining fees for other APPs, buying members, buying movies, etc.

Then there is intelligence, which is the biggest trend in the future, so hardware products will be intelligently transformed. At present, Xiaomi's home appliances can communicate with each other. You can use Xiaomi stereo to control all the household appliances, and you can use your mobile phone as a remote control. You can set the smart lights and colors of electric lights, and you can set the functions of each millet home appliance.

This is what traditional enterprises are unwilling and unable to do. Because no one wants to buy a TV APP and an air conditioner APP, if you buy Xiaomi's home appliances, an app can be completely controlled, and even the stereo can control their switches. This is the advantage that Xiaomi has.

Lao Zhang will answer this question. Although Lao Zhang is not a professional financial background, I personally feel that Xiaomi's development speed is really fast, and Xiaomi is at the helm of Lei Jun himself. He has been engaged in the field of Internet since the early 1980s and 1990s!

Lei Jun himself is very attractive. Plus, as an angel investor, the funds he invested in, including the company he invested in, were still very successful.

At the same time, the development speed of Xiaomi is very fast. I remember that a few years ago, he gambled Dong Mingzhu's billion dollars, which was actually very interesting. The development time of millet is relatively short. Although there are rumors that Xiaomi does not have its own core innovation ability, its own core team and this truly own technology patent, the rapid development of Xiaomi is obvious to all.

So, um, I believe Xiaomi will become a very competitive company brand in the next few years. Of course, Midea and Gree are very powerful, and the whole production industry chain is complete. Xiaomi needs a lot of efforts to surpass Gree.

Lao Zhang hopes that all China brand companies can develop better and better.

I hope my answer can bring you some help!