Xiaomi tablet is a mirror to expose the truth: success or failure depends on it
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Xiaomi launched a tablet last week. It still has the "hot" configuration, the low price, the "take-it-as-it-is" design, and even the slogan has not changed: "Graphics performance exceeds that of the Xbox 360 game console." However, the Xiaomi tablet is a little special. Because this is the first time that Xiaomi has begun to get involved in a market that has stopped growing. There is no typhoon in the tablet market . Starting from MIUI, Lei Jun has been working on Xiaomi for four years. In an exclusive interview with Hu Shuli, he said that his experience is to "follow the trend." Xiaomi mobile phones, Redmi mobile phones, Xiaomi TVs, and Xiaomi routers are all aimed at a high-growth market. Lei Jun named his venture capital fund "Shunwei Fund." In an interview with "China Entrepreneur" at the beginning of last year, Lei Jun summarized his entrepreneurial thinking as a popular saying "Pigs can fly in the eye of the typhoon." It is under the guidance of this idea that Xiaomi has been singing and dancing all the way, and has continued to exert its strength in the field of mid- and low-end smartphones, covering the entire price range from 700 yuan to 2,000 yuan. In March this year, it was rumored that Xiaomi accepted investment from Tencent, and its valuation has reached 30.7 billion US dollars. According to the figures released by Xiaomi, they have sold more than 30 million mobile phones in total. In addition to mobile phones, Xiaomi TV and Xiaomi Box are targeting the future home entertainment market and are pioneers in transforming the traditional home appliance industry. Xiaomi router is a test of smart home. If successful, it may become the central device of the home Internet of Things. However, the market that Xiaomi tablets have to face is not doing well recently. According to a report released by market research company IDC at the end of last month, the total global tablet shipments in the first quarter of this year were 50.4 million units, a year-on-year increase of only 3.9%. As the benchmark of the tablet market, iPad sales have even declined by 16%. Microsoft's Surface, Amazon's Kindle Fire and Google's Nexus7, all mainstream players in the tablet market have performed mediocrely. In the same first quarter of this year, IDC data showed that the growth of the smartphone market was still as high as 29%, and it is expected to maintain a double-digit growth rate by 2017. Although mocking "Android tablets are thrown in drawers and shelves to gather dust" has become a reserved program at Apple's iPad launch conference, the usage rate of iPad has also been declining since Christmas 2012. Users have become highly accustomed to mobile phones, and iPads have become "bedding". This year, the large-screen iPhone will be launched, and the market space for iPads is bound to be compressed again. The largest sales volume in the current tablet market is the domestic brand in Shenzhen. Their products are aimed at the second-tier and lower-tier markets, and the gross profit per unit is less than 100 yuan. Seeing the weak strength of potential competitors may be the incentive for the launch of Xiaomi tablets. Tablets are not a rigid demand for losers , but Android tablets have always been the game of copycat manufacturers. China Cool Alliance did not take this market seriously, because compared with mobile phones, tablets are not a rigid demand, let alone the rigid demand of the "loser market" targeted by Xiaomi. In 2012, Lei Jun once said that Xiaomi would not get involved in the tablet market. He gave three reasons: First, it is difficult to compete with iPad. The gross profit margin of iPad is only 20%, leaving no price space for others. If the same quality as iPad is achieved, the cost will be higher than Apple's selling price. Second, iPad has established the App Store ecological chain by taking advantage of its leading advantage. Many iPad users pay to buy applications and games, so many large game companies focus on iPad. Third, the workload of Android tablet software development is higher than that of iPad, which makes Android tablets lack sufficient application resource support. Compared with two years ago, have these three problems been solved? The answer is obviously no. Xiaomi Tablet uses a cheap plastic body and is equipped with Tegra K1, a "hot potato" that no one dares to use except Nvidia's own game console. It imitates the design of iPad Mini. However, the price is only more than 1,000 yuan lower than that of iPad mini, and there is almost no price difference with Google's Nexus 7. However, there is a price difference of 3,500 yuan between Xiaomi mobile phone and iPhone. Therefore, from the perspective of hardware, the cost performance of Xiaomi Tablet is not outstanding. Without the cost performance advantage, Xiaomi Tablet has to rely entirely on user experience to fight closely with its opponents. Lei Jun also used his greatest energy to explain Xiaomi's user experience at the Xiaomi press conference. In addition to the "family skills" such as "selecting the world's top component suppliers" and "running scores if you don't agree", Lei Jun focused on the experience of WPS and Duokan on Xiaomi Tablet, and revealed that the screen resolution used is the same as that of iPad mini to facilitate developers to port games on iOS. Xiaomi Tablet is a mirror to expose the truth. Lei Jun made his debut, and he was proud of his "Internet thinking" and "three horses of hardware, software and Internet": Xiaomi mobile phones, MIUI and Lei Jun's Internet companies serve as entrances to attract users, and finally form a complete ecosystem. But in fact, the "three horses" strategy did not work wonders. Xiaomi's application distribution and Lei Jun's e-commerce did not become the protagonists of the market. The successful listing of Cheetah has nothing to do with Xiaomi mobile phones. The built-in security module of Xiaomi mobile phones is still provided by Tencent. Other similar theme malls and Xiaomi cloud services are also in a state of progress, and they are completely different from the popularity of Xiaomi mobile phones. But at least Xiaomi mobile phones have given some Lei Jun products a chance to show up. When it comes to Xiaomi Tablet, WPS and Duokan, which Lei Jun focused on, have been old players for many years. How strong is the willingness of Xiaomi's user group to buy a second screen for reading and office work? It is impossible for developers to optimize only Xiaomi Tablet when porting iOS games. Even the convenient and easy-to-use MIUI is "integrated" with Nexus7. These factors, coupled with a price that is not too different from the iPad mini, make it difficult for the Xiaomi tablet to differentiate itself. The sales of the Xiaomi tablet will mainly depend on Xiaomi's brand appeal. For investors, this is a great opportunity to verify Xiaomi's valuation. In a market without typhoons, the only thing that can still fly in the sky must be a bird, not a pig. Whether there are three moles on the soles of Zhizunbao's feet can be seen at a glance with the magic mirror. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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