I have bought Xiaomi stock and have used many Xiaomi products. Let me briefly talk about my views and feelings.
Mr. Lei Jun once posted about some ideas before and after the creation of Xiaomi. This article can be seen on the snowball. It is probably to use real materials like Tongrentang, provide high-quality services like Haidilao, and learn from Walmart and Costco. Low gross profit and high efficiency.
From my observation and experience of Xiaomi, what Xiaomi really achieves may be low gross profit and high efficiency. As for real materials and high-quality services, subject to low gross profit, it basically stays at the level of slogans. We can even put These three are called the “impossible triangle”. If you still want to say that Xiaomi has innovation, then let’s talk about something else.
Let me talk about the issue of genuine materials first. Of course, I understand that the genuine materials Mr. Lei is talking about should mean that the products can solve the pain points of customers and are of good quality.
The products I have used from Xiaomi include Xiaomi bracelet, Xiaomi TV, Huami sports watch, Smartmi air humidifier, Xiaomi desktop heating water purifier, Mijia DC inverter circulating fan, Xiaomi router, Xiaomi notebook, Xiaomi electric toothbrush, etc.
Judging from my experience and feelings , Xiaomi’s biggest contribution to many products may only be the appearance design and IOT. The knowledge of products, materials, and user pain points is limited. It may even be due to the lack of industry experience, resulting in a lot of products appearing. new question. The above situation occurs in almost all Xiaomi products I have used.
Strictly speaking, even in the appearance design, you will see many shadows of some famous brands in many products.
The Mi Band is probably one of Xiaomi’s best-selling products. After I used it for about a year, there were two problems: first, the screen display function was aging, the main manifestation was that the information displayed on the screen became faded, or even unclear; second, the bracelet wristband has been in the factory warranty period for many times. fracture. The second problem also happened to my Huami sports watch. I don’t think this should be considered genuine, right?
If not for the consideration of cost reduction, this may also be the result of inexperience in component life cycle management?
The Smartmi air humidifier has a high appearance, realizes the function of adding water, and humidifies by natural evaporation, avoiding the problem of water mist containing white powder in ultrasonic humidification. However, as long as the water tank is short of water, the humidifier will emit a stench, making you feel like you are in a seafood market under the summer heat.
For this strange problem, Xiaomi has not given any reasonable explanation so far. Some people on the Internet speculate that it is caused by the material of the evaporating leaves.
The Xiaomi desktop water purifier is also a product with a good design. However, this product is very clear that the product manager has no customer in his eyes. This water purifier provides a large 5-liter water tank, and the selling point is that it can help customers reduce frequent water changes, but it brings a lot of problems.
First, this large-capacity water tank is located at the back of the water purifier. If you place it against the wall, it is very inconvenient to take it off every time you add water. In fact, the best placement is the middle of the table, as shown in their commercials.
Second, the physical connection between the water tank and the machine is mainly achieved by the gravity of the water in the water tank. Every time the water tank is removed and changed, the water tank needs to be pulled up abruptly. Generally, women and the elderly cannot complete this operation.
Third, it is still a material problem. Due to the frequent and vigorous removal of the water tank and the lifting of up to 5L of water, the plastic handle of the water tank broke during the factory warranty period.
Xiaomi’s after-sales service cannot be replaced by the handle alone, but must be replaced with the water tank, but the damage to the water tank is no longer covered by the warranty, and the user needs to pay at his own expense. A plastic water tank costs 149 yuan.
In addition, the design of the water connection is also a model that completely ignores the needs of users.
There is a water receiving tray under the water outlet, which is placed on the table and connected to the host by magnetic force, but the height is not adjustable, which means that whether it is a tall thermos cup or a small tea cup, it must be placed at this height. Water, when the cup with a low body is used to collect water, because the water from the water purifier is not stable, there will be splashes. If you are half a cup of tea and want to add some water, tea stains will be splashed around a radius of 20 cm.
The Mijia DC variable frequency circulating fan has major design flaws and is a complete failure. After it was put on sale, in the evaluation of Taobao and Jingdong, everyone complained that the fan made an abnormal creaking noise when it swung its head left and right, and it could not be solved after maintenance. Then, the fan was quickly taken off the shelves.
Xiaomi has been pursuing the number of devices connected to IOT, and even a toothbrush can be connected to the Internet, so there are many devices that can be connected to the Internet at home.
The TP-Link router I used before has always been normal, and then I changed it to a Xiaomi router. I can’t remember the specific model. The shape is a black cylinder, and then there are devices that keep disconnecting.
I asked someone from the operator to troubleshoot the problem. As soon as the engineer saw the Xiaomi router, he directly said that it was a router problem, and then replaced me with a wireless optical modem, and asked me to connect some devices to the wireless optical modem, and some Connect to the Xiaomi router, and this problem is solved. This is because I don’t quite understand what’s going on, but the results won’t lie.
As for Xiaomi’s electric toothbrushes, almost all models are annual disposables. The two I have used have failed to charge after the factory warranty period.
The only ones in my house that have no problems now are Xiaomi TVs and laptops. However, the cover of the battery compartment of the remote control of the TV is loose and loose since it was bought, and it will fall off at any time.
This is probably my real experience with Xiaomi and its supply chain products. In any case, it is far from the “real materials” that Mr. Lei originally envisaged. There may be bright spots in the product design, but the quality is really unflattering, at least the user experience is not good.
Some Xiaomi investors say that Xiaomi is China’s Costco, which can make consumers no longer tangled and compare, and what kind of electrical appliances they want to buy can go directly to see if Xiaomi has them, and they can buy them with confidence. My experience tells me that’s not the case. Most of the time, low cost results in low quality and poor user experience, and Xiaomi is no exception.
Next, let’s talk about Xiaomi’s services based on my experience.
Objectively speaking, Xiaomi’s service quality is very unstable, sometimes it makes you feel okay, and sometimes it makes you feel extremely bad.
Therefore, if Mr. Lei said that Xiaomi’s service is like Haidilao, I would estimate that Zhang Yong of Haidilao really wanted to find a piece of tofu to kill, because Haidilao has achieved high-quality and large-scale stable replication in catering services, most of which are simple realized by people. The quality of Xiaomi’s service can be replicated in batches by the process, but the performance is extremely unstable.
As far as Xiaomi’s current service quality is concerned, I think the person in charge of Xiaomi’s after-sales service should take the blame and resign.
Of course, according to the previous analysis, it is estimated that the person in charge of Xiaomi’s after-sales service will also complain, because they bear a lot of pressure on product quality caused by low cost. And this kind of pressure will not appear in a company with strict quality control.
In order to achieve low cost in after-sales service, the call center is likely to be outsourced. The outgoing phone number of Xiaomi customer service workplace is from Beijing. I hope it is not the Beijing workplace that is outsourced to teleperformance. The world’s largest call outsourcing company is known for its high quality and high quality.
There are many KPIs for measuring call centers, one of which is the average wait time.
This indicator refers to the waiting time before the customer makes a call to the CSR to answer. Xiaomi’s call center experience is not good at this point, mainly because the waiting time is too long. According to my experience, it takes an average of about 40 seconds to wait for the call to be connected from entering the correct call queue, which is a test of the user’s patience, and the standard for good customer experience is that 80% of the calls are answered within 20 seconds .
The average waiting time mainly depends on the number of incoming calls and the number of CSRs. First, if the product quality is poor, there will be more repair calls; second, the more CSR, the higher the company’s cost; the more repair calls and the cost reduction, the customer experience can only be sacrificed. This is the most basic business logic.
Secondly, the customer service quality of Xiaomi’s call center is very poor, at least as far as my limited experience is concerned, I have never encountered anything worse than it. Note: The “poor” mentioned here does not refer to factors such as character and education, but refers to professional skills.
The level of expertise in CSR is low.
For example, even the most basic issues such as the service timeliness and service commitments of the products in charge of the category need to be checked temporarily. This is mainly caused by the rapid turnover of personnel and insufficient training. Of course, these two points are closely related to cost control.
CSR’s service awareness is also very poor.
When you ask a few questions, or the question is a little harsh, you can immediately feel the impatience in the CSR’s tone. They probably really don’t know the famous “Smile is perceived over the phone” customer service adage. If you are interested, I can post the recordings of previous calls with Xiaomi customer service.
The key to this problem is management. If training is not enough, quality inspection is not enough, and management is not in place, service awareness will not be improved.
Finally, the internal management and process management of Xiaomi’s call center is also chaotic.
On this point, tell me a strange experience I encountered in Xiaomi customer service, and you will be able to appreciate it.
Once I applied for repairs, CSR said that they would call me back after inquiries.
Judging from CSR’s statement, either Xiaomi does not have an after-sales management system, or CSR does not have permission to enter Xiaomi’s after-sales management system. He actually had to contact the outlet by phone to find out the repair progress.
However, the call he called back to me was actually marked as a harassing call and was directly intercepted by the mobile phone. And this phone number only has the function of outbound calls, so I dialed in to find the CSR through 400, but the new CSR who answered the call said that it could not be transferred to the previous CSR.
The funny thing is that the CSR who asked for the information couldn’t reach me, and I couldn’t find him either. The new CSR also needs to be inquired before he can reply to me, but after he inquired, he could not contact me through that outbound number.
Therefore, this matter fell into an inexplicable endless cycle.
Later, after I dialed in, I told a CSR that their call was marked as a spam call, and advised them to apply for a new number so that they could contact the customer in time. The CSR actually replied to me that it was the operator who marked the call as a harassing call, and suggested that I communicate with the operator.
Dear Xiaomi company, in the future, let’s not use this kind of CSR with wonderful brain circuits, okay?
In addition, I would like to make a small suggestion, whether the standard of Mandarin can be regarded as the primary condition for recruiting CSR. I also hope that after seeing this suggestion, you will not say let me give you Mandarin training for free.
Xiaomi is known for its Internet thinking, so would it be better to submit after-sales service requests through the Internet?
The results were just more disappointing. As far as my experience is concerned, I think that Xiaomi’s online after-sales service process is a floating shelf, and it is not synchronized with the service options of the call center.
Through the Xiaomi after-sales service applet, when you submit an after-sales service request, it will give you the authorized repair outlets that are relatively close to you according to the category and address you want to repair, and it can also display the recent appointments of these authorized repair outlets. Happening.
The so-called service option is out of sync at this time.
Through the small program of online after-sales service, after filling in the information, the service option he provides is the only one, that is, “the user goes to the authorized maintenance site in person”; while through the telephone call center, he actually has three service options: the user goes to the Authorized maintenance outlets, or courier to a centralized processing center, or customer service to help you call the courier service.
After submitting the after-sales service request through the network, Xiaomi’s next operation is even more eye-opening.
First of all, Xiaomi will send you a text message, including the location and time of the appointment, as well as service commitments, etc., making you feel great.
However, when you arrive at the authorized maintenance outlet according to the appointment time, there is no one to receive it. Some maintenance personnel are receiving users, and some maintenance personnel are playing the glory of the king, but no one pays attention to you, so you still need to wait in line.
And according to the understanding of normal people, you provide a fault description through the network, and the system provides an alternative maintenance location, which means that this maintenance network has on-site maintenance capabilities for this product. This idea is based on trust in Xiaomi’s Internet thinking, online preliminary fault diagnosis, real-time spare parts inventory management, and intelligent matching of the nearest outlets with repair capabilities.
However, the authorized repair outlet engineer will tell you that the authorized repair outlet does not have spare parts, so you can either wait for the outlet to order spare parts, or return to the factory for repair.
The difference between the two is that if you wait for an outlet to order parts, you have to go to the outlet to pick it up after the repair; if you choose to return it to the factory for repair, it will be sent back to you after the repair.
If you choose to return to the factory for repair, it means that authorized repair outlets will choose auspicious days to express your electrical appliances to the centralized processing center. As for the auspicious day, there is no clear time requirement in Xiaomi’s after-sales service process. It is estimated that it all depends on the mood of authorized maintenance outlets.
Through this process, you will find that the designer of Xiaomi’s after-sales service process is obviously not an ordinary person. His process design is to torture customers for pleasure.
Users either endure low-quality phone customer service for comprehensive service options, or get fast after-sales service online, but you arrive at an authorized repair center in person at the appointment time, hand the appliance to them, and let them feel free Choose a time to send.
Xiaomi company, I want to tell you sincerely that I can go online and have the ability to send express in person. Please treat me like a normal human being, okay?
Recently, Xiaomi TV also broke out the strange screen shedding problem. According to industry analysis, this is probably the result of the “impossible triangle” of high quality, low cost, and good service.
Judging from Xiaomi’s consistent performance, this company has a typical mentality of “thinking”, “thinking again”, and “thinking again”, and always has a face of “desire dissatisfaction”.
Whether it is Mr. Lei’s desire to establish a complex of Tongrentang, Haidilao, Wal-Mart and Csotco; or a commitment to “hardware comprehensive gross profit not exceeding 5%” before listing in order to obtain the valuation of Internet companies; or to borrow money before listing Lin Binzhi’s behavior of rewarding Mr. Lei with 10 billion shares…
Basically, they are all concentrated expressions of this mentality. However, some ideas go against the basic business logic, and the end result can only be one thing and another.
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