Original link: https://chegva.com/5535.html
◎Online reading: “Thinking about Xiaomi’s Entrepreneurship”
| book summary | think |
|---|---|
| In the 12 years since its establishment, Xiaomi has only done one thing: using the thinking and method of the Internet to transform traditional manufacturing, practice and enrich “Internet + manufacturing”, and promote the efficiency revolution of the commercial society, so as to maximize the interests of users and society. economic efficiency. |
Triathlon: Hardware + Internet + New Retail . User-centered, technology-driven, combining traditional manufacturing with Internet business models to do efficient new media marketing, e-commerce and new retail. Compared with the previous traditional model, the efficiency has been greatly improved, and it has also brought huge commercial value. The core of Xiaomi’s model is efficiency. ” Focus, ultimate, word-of-mouth, fast ” is an improvement and summary of the Internet thinking method. |
| I have always believed that the Internet should respect people, not bind them; the Internet should be the driving force of thinking and technology that liberates productivity, rather than the separation of beggar-thy-neighbor; the Internet should continue to promote openness and sharing, rather than simple zero-sum competition The Internet should be the cultivator of the overall wealth of society, not just the absorber and distributor of traffic and wealth. |
The core of the Internet is talents . Talents need to be respected and tolerated in order to liberate their minds, stimulate creativity and give full play to their value. Openness and cooperation are the keys to the success of Internet companies. The Internet should not be a tool for closing, creating barriers, and building gaps, but a catalyst for connecting other industries, connecting everything, improving efficiency, and helping development. Increased efficiency brings greater freedom and increased satisfaction to the most people. The ideals, spirit and methods of the Internet are based on the goals and consensuses of efficiency, transparency, openness, sharing, fairness and inclusiveness . The Internet should be a tool to advance human progress. |
| Three iron laws: technology-based, cost-effective, and the coolest product |
The three iron laws are the cornerstones of Xiaomi’s mission and vision. Technology-based : Internet manufacturing cannot be played without technology. Technology-based + engineer culture, building core technology and competitiveness, can make good products and stand the test and recognition of users and the market industry. Cost-effectiveness is the key : the product is good, the price is kind, and it is not a one-shot deal to pursue huge profits. Only in this way can we move people’s hearts, and also allow more people to enjoy the benefits of technology and improve the quality of life. This is the long-term way. Make the coolest product : Pursue the ultimate, take the user as the center, and make friends with the user. Only by making the coolest product can we become the coolest company in the hearts of the users and get the approval of the users. |
Why is Xiaomi mode successful?
1. Internet thinking and methods empower manufacturing
Use the thinking and method of the Internet to transform the traditional manufacturing industry. Xiaomi’s business model, the “Triathlon” consisting of “hardware + new retail + Internet”, is an important innovation of Xiaomi in the field of business models.
User-centered, technology-driven, combining traditional manufacturing with Internet business models to do efficient new media marketing, e-commerce and new retail. High-efficiency mode, cross-border integration of software, hardware and Internet, the whole link is connected to improve efficiency. Improve the overall operational efficiency of the enterprise through a reasonable combination of businesses, which has greatly improved the efficiency of the previous traditional model.
Distinguishing the user acquisition center from the profit acquisition center is the operation logic often used by Internet companies. The core products of Internet companies are social applications, and the main ways to obtain profits are advertising (the realization of traffic value) and traffic (through social applications). diversion). However, Xiaomi is the first to apply this logic to manufacturing and achieve great success.
In the 12 years since its establishment, Xiaomi has only done one thing: using the thinking and method of the Internet to transform traditional manufacturing, practice and enrich “Internet + manufacturing”, and promote the efficiency revolution of the commercial society, so as to maximize the interests of users and society. economic efficiency.
2. Follow the trend and stand on the tuyere
” Standing at the typhoon, pigs can fly to the sky. ” Jinshan in the early days, Zhuoyue in the middle, and Xiaomi in the backstage all followed the trend, and they may succeed more quickly by taking advantage of the wind. With the mobile Internet in 2010, the popularization of 4G in 2014, and the transition from feature phones to smart phones, Xiaomi has seized the opportunity for the development of mobile Internet and smart phones. On the other hand, Baidu and Nokia are a pity.
3. Well-made products to create an ecological chain
Technology-oriented, engineer culture-driven Based on “three iron laws: technology-oriented, cost-effective, and making the coolest products.” As the foundation, everything is user-centric to make products. Xiaomi is very willing to listen to the opinions of users, be friends with users, pull all users in, and make products well together. To create an explosive product model, the product is king. Such as the popular mobile phone Xiaomi Mi 6, the amazing Mix, the cost-effective Xiaomi bracelet, etc.
Xiaomi’s ecological chain plan is also an important part of Xiaomi’s business model and an important support point for new retail. The brand operating company + sub-brand sales company model provides Xiaomi’s user understanding ability, product ability, channel ability, and brand ability to the ecological chain company, creating an ecosystem that allows consumers to buy Xiaomi’s products from the inside out. products, and by strengthening the connection between smart products and smartphones, improving user experience and further enhancing user stickiness.
4. Social media precision marketing
In the early days, “born for fever” was Xiaomi’s product concept, focusing on cost-effectiveness and accurate positioning. Relatively speaking, Xiaomi has high cost performance, lower price than Apple, and better performance than cottage phones. Open the market from the large number of low-end and mid-end mobile phone users at the beginning, use the cost-effectiveness to attract users to buy, and then rely on mutual promotion between users to open the market. At the same time, in the early stage, the method of hunger marketing was used to make up for the deficiencies of covering up its own supply chain.
Multi-channel sales: Xiaomi Mall, Xiaomi Home Jingdong, Tmall, etc.
Media operations: Weibo, Toutiao, Douyin, Celebrity V, We Media, etc.
Create a rice noodle culture: millet community, millet family banquet, etc.
User participation in product customization: such as the early MIUI customization
Customized products: youth version mobile phones, camera phones, gaming phones, constantly adjust to meet user needs, attract target users, improve user experience, participation, and enhance user stickiness.
5. Reliable team
Xiaomi’s start-up team is very luxurious, formed by former Google, Microsoft, Kingsoft and other companies. They have certain influences in their respective fields and are relatively complementary.
Lei Jun’s profound industry accumulation and contacts
Reference: Why do I struggle?
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