Lei June: It's not about getting people killed. (The combination of the internet and the real economy, hoping to help 100 industries to progress)

"China Economic weekly" reporter Korean | Tianjin report

(This article is published in "China Economic Weekly" in the 27th issue of 2016)

"We all know that Xiaomi is a mobile phone manufacturer, but how many people know that Xiaomi is already the third largest e-commerce company in China?" And how many people know that Xiaomi's next goal may be the world's most efficient retail chain group? "June 27, in Tianjin Summer Davos," co-chair of the dialogue: creating a global brand "dialogue, Xiaomi chairman Lei June told participants. In Lei June's view, Xiaomi's "business model is extremely complex", the outside world has a lot of controversy about Xiaomi, but does not know Xiaomi.

"Muji in the scientific and technological community"

As an Internet direct enterprise, Xiaomi started the "Xiaomi Home" experience shop at the beginning of this year. Now, the "Millet House" is 5~10 at home every month at the rate of expansion in major cities nationwide, lei June goal is 3-4 years to open to 1000 stores.

"If there is only one cell phone in the store, the traffic will be very small. Millet in 6 years ago want to do forty or fifty products, all enthusiasts like, very sophisticated consumer electronics. Based on this idea, we made the millet net, this year began to do ' millet home '. "Lei June said.

Lei June hope that millet to do the scientific and technological development of Muji, so that everyone can enjoy the fun of technology, with cheap prices to buy high-quality products.

Muji (MUJI), founded in Japan, represents a philosophy and lifestyle, attracting a variety of small and fresh, but also business men and women's favorite. For the idea of Lei June, many netizens bluntly "millet is the most scientific and technological circle of the Name of Excellence", and even worry about millet did not make the science and technology of Muji, but made a customer eslite.

This March, Xiaomi released its new eco-chain brand meters (Mijia) and the first smart rice cooker product. After being questioned by netizens, said the rice home whether from the brand or rice cooker products have copied no printed goods suspected. In this, lei June on Weibo said, meters from "Millet smart home", pinyin is Mijia, and Muji have a few letters the same, purely coincidental.

"Focus" was once lei June as the key to the success of Xiaomi, he bluntly 3 years of Xiaomi's main product or mobile phone. "We must differentiate clearly, which we do ourselves, and which our partners do." Millet kept the idea of restraint, the things they do is actually very little, but let the millet ecological chain to complete. "Lei June said.

Lei June that people focus on the focus of millet or mobile phones, and millet other products are not a high degree of attention. He suggested that we go to Xiaomi experience shop to see, in addition to mobile phones, millet also has televisions, air purifiers, water purifier, unmanned aerial vehicles, balance car and many other products.

"From the internet point of view, Xiaomi already has 200 million users, and there are over 100 companies across the ecosystem, and this scale may be beyond our imagination." Xiaomi has invested in 55 smart hardware companies that cover all sorts of things in life. Xiaomi has a lot of cool products. "Lei June quite confident.

"Traditional business is a real bluff."

"We all know that Japanese rice is delicious, at first I thought it was Japan's water good, rice good, later found that is the rice cooker advanced." "Lei June admits the Japanese rice cooker outmanoeuvred," It is micro-pressure, only at 1.2 atmospheres, 105 degrees Celsius up and down to make the best rice. The difficulty is precisely micro-pressure. ”

Lei June also said that millet in the release of rice rice cooker, the domestic has not a precise micro-pressure products. Japanese rice cooker Price in 5000~8000 yuan, Xiaomi products only sell 999 yuan.

"I sold it at the cost price!" "Lei June think that" high quality and low price "is so simple.

Lei June summed up the traditional business is "real flicker", he said: You go to the mall to buy TV, the same 48-inch TV, businessmen will take the cheapest 2000 dollars of products to you, and then tell you this function is not, that function does not. The most expensive 10,000 dollars, you may end up buying a 6000 dollars, the most expensive will not be sold to you. So the traditional business is to do more than several products.

"Why not just make one?" Xiaomi TV we have only one, compared with our counterparts we are 1/3 of the price. Lei June, he thinks only internet companies have the confidence to do only one, and the traditional business model has nearly half or more of the cost of consumption in the process of selling to consumers. "You casually to find a home appliance manufacturers, they in Gome, Suning selling an appliance of the average cost is how much?" This cost includes a lot, the first cost is a deduction point, but also to open store shop, decoration, but also need to hire promoters, handling inventory, as well as shop, the cost far more than your imagination. ”

After months of trying, lei June to the "Millet House" 4% of the cost rate is still some accident. Based on this, he is optimistic that Xiaomi's e-commerce and "Millet home" efficiency is further optimized, each piece of quality goods can basically be close to the cost of manufacturing to sell.

"The progress of the smartphone industry is the contribution of millet"

In the field of smartphones, Xiaomi technology was once the industry's subversive, known as the "Price butcher". In 2014, Xiaomi surpassed Samsung, Lenovo, Cool and Huawei, and topped China's number one smartphone maker. In the four quarter, Huawei overtook Xiaomi for the first time to become the new overlord of China's smartphone market. Even so, Xiaomi's contribution to the smartphone industry is still no substitute.


"The way I help is more extreme, is to put 100 catfish in, a stir not progress?" "Lei June," Xiaomi found a way to combine the internet with the real economy, hoping to help 100 of industries progress. But the purpose of the stir is not to kill everyone, this is a huge misunderstanding. Our goal is to promote social progress, we are very willing to open our arms to introduce to you the practice of millet. ”

In addition to mobile phones, televisions, rice cookers and other areas of high-profile "stir", Xiaomi has also developed a series of small and insignificant products, such as power strip, fans, lamps and so on. Lei June said, every day I think how to do things well, each commodity only do one, and worked is a year or two, please the world's experts to do, the middle of the technical input is huge. A power strip spent 10 million of the cost of 1.5 of the time to research and development, at no cost to do. It's not that easy to be nice!

Lei June believes that the most important thing is to make a good product, so that everyone has an unparalleled product experience. He stressed on a number of occasions, to the user as a friend, to sell things to friends can not be deceptive. He also joked that all the verbal use of the user as God is a lie. Because the Chinese don't have a few faith in God.

For the outside world is concerned about the issue of listing, Lei June said, "from the start of the first day, we know that Xiaomi needs 15 years to go public, millet mode takes time to get the hearts of consumers believe." ”

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Lei June: It's not about getting people killed. (The combination of the internet and the real economy, hoping to help 100 industries to progress)