1999 yuan used to be the price of Xiaomi mobile phone, now you can buy Mijia Internet air conditioner.
In the last year of the "1 billion gambling bureau", Xiaomi CEO Lei Jun and Gree Electric's chairman Dong Mingzhu met again, and Xiaomi entered the air-conditioning market led by Gree for the third time.
On July 23, the Mijia Internet Air Conditioning, with a retail price of 1999 yuan and a public price of only 999.5 yuan, was officially released.
Different from the launch of “i•Youth Smart Air Conditioner†by Xiaomi and Midea in 2015 and Zhimi Air Conditioner launched by Xiaomi Ecological Chain Company in 2017, this air-conditioning product hangs the logo of “Mijiaâ€, which means that Xiaomi will personally After the end, we will fight with other home appliance manufacturers such as Gree and Midea.
2 failures in 3 years, Xiaomi took the last road
Before the Mijia Internet air conditioner, Xiaomi has tried two forms: the introduction of customized products with traditional home appliance brands, and the launch of private label products by eco-chain companies.
In the former case, in 2015, Xiaomi and the United States launched the “i•Youth Smart Air Conditioner†starting from 2699 yuan. The main link is in real time with Xiaomi bracelet and smart home set, but the follow-up market has not responded well. Xiaomi and Mei have no more. Launched the second product.
The latter form was completed by Zhimi, which locates “smart environment electrical appliances†in Xiaomi Ecological Chain Company. In August 2017, Zhimi launched Zhimi full DC inverter air conditioner, priced at 4,399 yuan, for consumption upgrades. However, on the e-commerce platforms such as Jingdong and Tmall, the number of evaluations of Zhimi air conditioners is not in the order of magnitude of the same price products of Gree and Midea, and it is difficult to call it a “successful attemptâ€.
Zhimi full DC inverter air conditioner with a price of 4,399 yuan
Strictly speaking, the launch of Zhimi Air Conditioning does not mean that Xiaomi directly enters the air-conditioning market. Zhimi Air Conditioning does not even appear in the product list of Xiaomi Mall.
For Xiaomi, the 4,399 yuan Zhimi air conditioner is more like a test in the middle and high-end products. The success will help Xiaomi tear the crack in the air conditioner market. The failure has once again proved that the price/performance ratio is the core competitiveness of Xiaomi. .
From this point of view, with the customization of home appliance manufacturers, the eco-chain company has not succeeded, want to enter the air-conditioning market, in front of Xiaomi, only the road to personally go out, or Xiaomi needs to personally launch a product to prove the Internet air-conditioning The market demand is real, and the advantages of Xiaomi Smart Home Ecosystem in air-conditioning products.
This task, the beautiful "i• Youth Smart Air Conditioner" and Zhimi Air Conditioning failed to complete.
"Excavation angle" Gree, Xiaomi is prepared
After more than 20 years of precipitation, the already mature air-conditioning market is obviously not new players who want to enter. On the surface, from 2014 to 2018, Xiaomi’s actions only reached cooperation with Midea, and its ecological chain brand Zhimi launched. Zhimi air-conditioning, but under the iceberg, Xiaomi has a lot of preparations for breaking through the air-conditioning market.
At the beginning of 2018, there was news from the media that “In order to expand the air-conditioning business, Zhimi Technology, which is responsible for Xiaomi’s air-conditioning business, is in cooperation with the company owned by former Gree employee Xiao Youyuan (Zhuhai Sanyou Environmental Technology Co., Ltd.) to seek a joint effort.
After 36 æ°ª inquiries, Zhuhai Sanyou Environmental Technology Co., Ltd. is indeed a technical company with Gree background. Its products include split machine, vertical cabinet air conditioner and special air conditioner. Founder Xiao Youyuan used to be Gree Overseas Sales Director and Skyworth Air Conditioning Division. President.
However, the relationship between this company and Xiaomi is obviously not just as simple as Zhimi's partners.
Zhuhai Sanyou Environmental Technology Co., Ltd. shareholding structure map, source: Kaixinbao
According to Kaixinbao, the legal representative of Zhuhai Sanyou Environmental Technology Co., Ltd. is the co-founder of Xiaomi and the head of Xiaomi Ecological Chain, Liu De, whose sole shareholder is 100% of Beijing Xiaomi Mobile Software Co., Ltd. Zhuhai Sanyou, who has a professional air-conditioning research and development background, is actually a wholly-owned subsidiary of Xiaomi.
In terms of foreign investment, Zhuhai Sanyou and Zhongshan Changhong Electric jointly established Zhongshan Hongyou Electric Co., Ltd., Zhongshan Changhong holds 60%, and Zhuhai Sanyou holds 40%. It should be noted that Changhong is the foundry of Zhimi Air Conditioning.
Therefore, even if we do not consider the beauty of Xiaomei's 1.29% share, in the field of air conditioners, which seem to be stranger to Xiaomi, Xiaomi already has its own wholly-owned air-conditioning R&D team, a foundry that has reached equity cooperation, and a focus on smart environment. The ecological chain company of electrical appliances Zhimi.
From this aspect, it is obviously inappropriate to attribute Xiaomi's introduction of Mijia Internet air conditioner to the "1 billion gambling bureau" of Lei Jun and Dong Mingzhu. Xiaomi has already prepared for the traditional market of one of the "four major pieces" of air conditioners. For a long time, the encounter with Gree is only a matter of time.
Going back to the "millet mode", can this millet have a dream of air conditioning?
36æ°ª It is learned from people close to Zhimi that Zhimi is responsible for R&D and manufacturing in Mijia Internet Air Conditioning. The brand is Mijia, and the market is not responsible for Zhimi.
After experiencing the failure of the traditional air-conditioning brand custom products and Zhimi's own high-end products, Mijia Internet Air Conditioning returned to Xiaomi's traditional “explosion†mode: the eco-chain company is responsible for product development and manufacturing. Xiaomi/Mie is responsible for the brand and the market. At the same time, in terms of pricing, the price of 1999 yuan also follows the consistently high cost performance strategy of Xiaomi.
This model is the "killer" of Xiaomi's eco-chain products, but at the same time, it may be a battle for Xiaomi air-conditioning.
At present, Xiaomi chose to release Mijia Internet Air Conditioning in late July. In the time window, it has already caught up with the sales season of air conditioners, and added support for Mijia App and Xiaoai students in product functions. The Mijia Internet Air Conditioner with the Mijia brand is sure to also receive the maximum support from Xiaomi's official channel such as Xiaomi Home.
米家互è”网空调
In the "four big pieces" of home appliances (television, air conditioners, washing machines, refrigerators), Xiaomi is really only the most intelligent TV market. In the air conditioner and refrigerator market, Zhimi and Yunmi in the Xiaomi ecological chain have not achieved very good results.
The reason for this is related to the market environment of air conditioners, washing machines, refrigerators, etc.: mainly relying on offline channels for sales, traditional manufacturers have deep technical reserves, strong brand influence, and consumers are subject to after-sales, installation and maintenance. The service has a big impact.
On the other hand, in addition to connecting WiFi and App control, smart TV also has content (a system for providing content), which is enough to influence consumer decision-making. However, in air conditioners, washing machines, and refrigerators, there is no equivalent function at present. If Xiaomi TV can only use the App to change channels and use voice to control the switch, it will not have any advantage over traditional TV.
For Xiaomi, it is unrealistic to rely on a Mijia Internet air conditioner to compete with Gree and Midea, but the significance of the Mijia Internet Air Conditioning is that if it can successfully break through many air-conditioning products, it will To erect a model for the expansion of Xiaomi Ecology in the field of air conditioning.
After that, using Mijia Internet Air Conditioning as a template, it is not impossible for Xiaomi to implant intelligent modules into traditional air-conditioning products and to “make enemies into friends†with many air-conditioners. In fact, this may be the best intervention for Xiaomi’s ecological intervention in the air-conditioning market. mode. After all, the red line of 5% net profit margin of Xiaomi determines that Xiaomi wants to make money through data and Internet services instead of selling more air conditioners.
However, for the Mijia Internet Air Conditioning, which combines the advantages and resources of Xiaomi and Mijia, the control of Mijia App and Xiaoai classmates is far from being able to reflect the "Internet advantage". It is still how to integrate the data of many IoT devices of Mijia, so that Xiaomi smart home forms a service closed loop.
Otherwise, Mijia Internet Air Conditioner may have to say "high cost performance".
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