Can Xiaomi Air Conditioner, which was transferred from Midea to Changhong by Lei Jun, successfully snatch market share from Dong Mingzhu?
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Regarding the cooperation between Xiaomi and Changhong, on July 16, Sichuan Changhong related personnel publicly confirmed to the media: "Some models of Xiaomi air conditioners are indeed manufactured by Changhong." In this regard, Xiaomi insiders also said: "There may be more models of Xiaomi air conditioner products in the future." Lei Jun's long-planned 1 billion bet is intended to be implemented today. Earlier at the annual economic figure awards ceremony, Lei Jun and Dong Mingzhu made a bet that Xiaomi's turnover would surpass Gree within 5 years. Now it seems that Xiaomi has made substantial progress in the air conditioning industry, which is reasonable in the development trajectory of "Xiaomi Grocery Store". In fact, two years ago, Xiaomi teamed up with Midea to test the waters in the air conditioning industry. However, the market response to the products of the Xiaomi-US marriage was mediocre at the time, and Xiaomi's first attempt in the air conditioning industry almost failed. Whether it was the joint creation of i Youth Air Conditioner with Midea at that time, or the joint launch of "Geek Air Conditioner" with Aux, Xiaomi played more like a "behind-the-scenes operator" in it, and the protagonist was still an air conditioning manufacturer. According to authoritative analysis, Xiaomi's frequent actions in the industry are to hope to understand the air conditioning industry through continued cooperation. Xiaomi's choice to cooperate with Changhong and enter the air-conditioning industry for the second time also means confronting Gree again. At present, the incremental space of the domestic air-conditioning market is shrinking. According to data, the retail scale of China's air-conditioning market in 2014 was 157.5 billion yuan, only 0.6% higher than in 2013. In 2015, the retail scale of China's air-conditioning market not only did not increase, but fell by 4.8% to 137.4 billion yuan. Although the hot summer of 2016 caused the retail sales of air-conditioning to rise to 160.6 billion yuan, most industry insiders believe that the growth rate of the air-conditioning industry has reached its ceiling. Therefore, Midea, the leader in the white goods field, and Gree, the big sister in the white goods field, staged a heart-wrenching "revenge in the home appliance circle". According to the statistics of the ZDC Consumer Research Center, in terms of the market share of air-conditioning in China, Gree ranks first with 44%, followed by Midea and Haier. In the air-conditioning market where the two oligopolies of Gree and Midea occupy nearly 70% of the market share, Xiaomi, as an "outsider", will face many obstacles if it wants to achieve subversion in the air-conditioning industry. It is no wonder that Xiaomi air conditioner has attracted many questions before it was launched, such as "Xiaomi's air conditioner business is just like Gree's mobile phone business, which is a lot of noise but little action, and Xiaomi air conditioner may lead itself into another big pit." Gree welcomes competition and says it is easy to enter the market but difficult to share the pie Gree recently expressed its views on Xiaomi's entry into the air conditioner industry: "We welcome competition, but it is not so easy to share the pie." Xiaomi has always been involved in a wide range of fields, which is also well known to people in the industry. From electric toothbrushes, rice cookers to notebooks, laser projection TVs, etc., it is only a matter of time before it involves the air conditioner field. However, due to such a large-scale layout, it directly touched Midea, which had been deeply involved in the smart home market for a long time at that time. The cooperation between the two parties "came to an abrupt end" and had to transfer to Changhong. Although the current white goods industry has a higher profit margin than the black goods industry, the competition situation of oligopoly in the air conditioner industry has already formed, and the competition among industry leaders is becoming increasingly fierce. While the sales of Xiaomi mobile phones declined last year, Gree Electric Appliances was in a good situation. This year, although Xiaomi has set a small goal of "striving for 100 billion in revenue", it seems that its future is still uncertain. The voices that are not optimistic about Xiaomi air conditioners say that Xiaomi's software advantages cannot be brought into play in the air conditioner field that emphasizes core technology (such as air conditioner compressor components). Secondly, air conditioner products also need to invest a lot of resources to establish their own air conditioner installation team, which is undoubtedly a major test for Xiaomi, which emphasizes light asset operation. Industry authorities believe: "Xiaomi's air conditioner business is similar to its home appliance products such as purifiers. It does not have its own factory, and choosing to find a strong Changhong OEM is the most powerful way for it to enter the air conditioner industry. However, air conditioners are a heavy asset industry. If Xiaomi does not even have production and research and development, it will have little room to play. At the same time, the after-sales, service, and installation of air conditioners are very important. Xiaomi cannot establish and improve this system in the short term, and it is difficult for it to temporarily occupy a large market share in the air conditioner market. However, Xiaomi's involvement in the air conditioner market this time may lower the market price and even set off a new round of price wars. Then, the question also follows. The other half has changed from Midea to Changhong. Will the so-called first air conditioner for young people become a successful attempt for Lei Jun? Or is this the last attempt? 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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