The smart hardware route differentiation of the three giants of millet appliance

Millet technology investment in the United States, Gree Electrical Appliances Chairman and President Mingzhu.

December 14 Night, the United States Group officially issued a notice to confirm with millet to reach strategic cooperation. According to the announcement, the United States will be 23.01 yuan per share price to the millet directional additional 55 million shares, raise funds not more than 1.266 billion yuan. After the release, Millet technology will hold a 1.29% stake in the U.S. group, and can nominate a core executive as the Director of the United States.

Announced that: In addition to the capital level, millet and the United States will be in the smart home and its eco-chain, mobile internet business in a variety of modes of strategic cooperation, including the two sides in the smart home, electricity, logistics and strategic investment in areas such as docking.

Millet technology and the United States, the media are most concerned about the Gree Mingzhu how to see. In 2013, Mingzhu and Lei had a 1 billion wager on a television awards party. In addition, only three of China's home appliance companies with hundreds of billions of yuan in revenue-the United States, Gree, Haier, and the United States and Millet alliance is seen as China's home appliance giants for the future path choice.

Mingzhu soon published his opinion. December 14, Mingzhu attended a magazine forum, two times on the forum, to the millet and the United States, the content includes three aspects, one is the millet mobile phone in India because of the issue of the ban on patents; the second is that millet technology revenue than their own not much meaning, have the ability to do in the mobile phone industry Three is beautiful because the patent issue was awarded to gree compensation 2 million yuan. Mingzhu ironic that "two swindlers came together and became a cheater group."

Despite the fierce criticism of millet and beauty, Mingzhu said he was not angry, saying "what am I anxious about?"

Mingzhu, what's the hurry?

According to the announcement, Millet technology will be in cash to subscribe to the United States Group of the private issue of all shares. But the US group Dong Jiangpeng in the 21st century Economic Report interview, stressed that the current United States Group of funds demand is not big, and millet in the capital level of cooperation is more to give investors confidence, while the two sides to establish a mutual trust platform, work together to develop. "We deliberately let millet to the United States a director seat, the purpose is to let the Internet thinking better into the day-to-day operation of the company." "Jiangpeng said.

According to the reporter understand, the United States since the official release of smart home strategy this March, has now achieved a single brand of multiple types of household electrical appliances products interconnection. According to the company's planning, by 2018, smart home product sales will account for the United States overall sales of more than 50%, this year the United States will complete 25 intelligent home appliances category release, the next three years the United States also plans to put forward a cumulative investment of 15 billion yuan to promote smart home.

Jiangpeng said that the United States and millet cooperation between the two sides on the content of cooperation is not limited scope, the United States and millet in common to create smart home platform, the construction of intelligent home ecological chain has great potential to dig.

The advantages of millet technology in four aspects, first, the fan economy set up the brand charm, the second is the electric business channels, including web sites, warehouses, dry, integrated with the offline logistics; The third is the software, currently mainly MIUI operating system, four is the Internet ecological circle, relying on the millet platform, there are a large number of service providers.

All future products will be intelligent, including all products of the United States, these products are gree competition products, relying on millet power, millet software development capabilities, millet Internet service ecological chain, the United States all products will have millet products have the potential energy.

A household appliance circle, who declined to be named, said that if Mingzhu panic, then the panic is not from millet in the revenue may be beyond the gree, but the beauty of the wings of the millet, for the entire line beyond the Gree.

What is the choice of beauty?

Why does millet choose beauty? This is related to the LEI design of millet ecological chain.

From the beginning of the smartphone, the development of only four years of millet technology to open their own diversified travel, television, flat, router, in the field of hardware open Xinjiang, design millet hardware circle layer. The United States, millet technology in the hardware circle layer of the richness of a big step forward.

Millet hardware ring layer of the most core ring layer for the three major hardware, including millet mobile phones, millet flat, millet TV, if the meter into the millet router, the four hardware.

The second ring layer is the millet hardware industry chain, including millet power supply, Huami hand ring, chi-meter air purifier, millet camera, intelligent blood pressure meter. Lei revealed that the millet intelligent hardware industry chain has invested 25 companies, the first goal is to invest 100.

The third circle layer is the millet electric dealer, Millet electric dealer in addition to selling millet own products, to the third party brand open platform, sales of their products; four is MIUI operating system, MIUI system not only provide for the use of millet products, but also to provide third-party hardware manufacturers, currently some smartphone manufacturers choose to use MIUI.

The beauty belongs to the second circle layer, calculates the core circle, besides obtaining the investment of millet, it can also have priority in software authorization, electric business channel, MIUI ecosystem sharing.

Investment in the United States, the solution of the millet ecological chain category rich problem. December 15, Millet Technology co-founder Chuan Media interview, said: "Although the future of millet, the United States is still independent operation, but millet in the short term do not need to enter air-conditioning, refrigerators, washing machines and other products, these products are the core products of the United States, millet can devote more energy to other fields."

"Millet, like my personal values, is to make a lot of friends, to make the enemy less." "Lei said, Millet is an open platform, not in a position, not control, not exclusive, is an open attitude."

As a platform, Millet provides three resources: one is the product model, namely "Software + hardware + Internet" Triathlon mode, the second is the sales model, that is, the electric business model, the third is the marketing model, that is, the fan economy, can also be understood as brand output.

The final millet pattern is like this, millet is responsible for getting through the two ends, one end is consumers, they access to a variety of internet services and applications; one end is the software and service providers, they get the user through the millet hardware terminals, access to all kinds of millet support, such as millet cloud services, various SDK (software tool development package).

And the United States as a revenue of more than 100 billion companies, add millet eco-chain, will be about the industry's path choice.

The Battle of the line

About the gamble with Mingzhu, Lei said, his confidence from Millet is the way to use the Internet, and Gree is still a traditional company, and Mingzhu said that the outcome of the game, not Lei win, nor I (Mingzhu) win, is a thinking game. She said: "Your mind, your behavior determines whether you can win or not." ”

Lei and Mingzhu struggle, in fact, is the internet era, in the new technology environment, hardware industry line struggle.

The model of LEI is a platform model, which organizes resources in the way of ecological chain. Lei said his thinking is "symmetrical" thinking: the Internet age, technology will be for all consumers, each person, each vendor to obtain the information is equal, access to resources only related to capacity, and capacity-independent transaction costs into 0. Symmetrical thinking is the core and foundation of Internet thinking.

Millet, the United States to accept the investment of millet, in fact, is not the millet incorporation, but the millet route recognition. The path of beauty choice is to integrate into the millet ecological circle, and so on, follow the wind.

Gree's route is the integration of online and offline channels. Online and offline integration, Su Ning, gome through the route, in the face of the Beijing-East competition, has been in the leeward.

Mingzhu's confidence is the strong manufacturing ability of gree in the traditional mode, the traditional mode of manufacturing industry chain is the whole machine manufacturer, or the whole machine manufacturer monopoly supply chain resources, the ability of scale manufacturing influences the industrial chain. This thinking of the development of the extreme, is the 1998 Changhong under the leadership of Nirunfeng attempt to monopolize domestic kinescope capacity.

And the millet model wants to prove: in the Internet technology environment, the scale of the monopoly power is no longer exist, because such power has been the Internet to center the power of digestion, with the division of industry, manufacturing resources have become fully marketable social resources, any one manufacturer can be purchased at market prices.

Of the three Chihuan electric giants, Haier is taking another route. In spite of last December, Ali invested 2.822 billion yuan in Haier's electrical appliances, but mainly used to set up a joint venture with Haier Daily Shun logistics, not Haier's u+ intelligent life System.

For the future development of Haier, Zhang did the following planning: first organizational change, and then the internal entrepreneurship, and finally platform. The first step is the foundation, the difficulty is very big, is equal to the company which employs more than 80,000 people to dismantle into the Bart small company, the Haier gives the fund, the channel, the technology and so on resources, supports their internal entrepreneurship. To complete this change, Haier is also like millet ecology, as a platform.

January 8 next year, Haier will hold the 30 anniversary celebration, according to the 21st Century Economic report reporter learned that the entire conference on three links, one of the links is a forum for visitors. What is a customer, is Haier platform products, applications and service providers.

Other companies are also experimenting, such as Tcl once and love singular cooperative production of internet television, Lenovo and Shanghai Cooperation, Alibaba and Hisense and other manufacturers, changhong in the implementation of their own home internet strategy.

Many people see LEI and Mingzhu's bets as a digital game of revenue. If the simple revenue comparison, much like the Beijing-east revenue and Alibaba Group's revenue comparison, two completely different operation mode, no comparability. Lei and Mingzhu Two people gamble, gambling is the route, gambling is thinking.