Four years later, Xiaomi launched a key campaign in the PC market

Since the launch of Xiaomi notebook air in July 2016, it has been four years since Xiaomi entered the notebook market. In May 2019, redmibook 14 was released to announce that Hongmi brand was involved in the field of pen products. < / P > < p > in the first level category catalog of Xiaomi’s official website, laptops are displayed side by side with mobile phones, televisions, and home appliances, which shows the importance Xiaomi attaches to them. However, compared with other categories, Xiaomi notebook business has made some achievements after four years of development, but in terms of the overall market sales performance, there is still a big gap compared with the world’s top five PC manufacturers. < / P > < p > as we all know, red rice brand focuses on cost performance and shoulders the responsibility of “volume” of products. In the sales war of mobile phone and TV market, Hongmi has made great contributions. On the current production line of Xiaomi and Hongmi notebook, Hongmi brand is shouldering heavy responsibilities. < / P > < p > according to the official statement, the independent development of red rice brand, while adhering to high quality, should focus on “extreme cost performance”, and at the same time, establish a red rice ecosystem. Shortly after the independent operation of the brand, Hongmi brought its first notebook product, redmibook 14, at the redmi flagship new product launch held in May that year. < / P > < p > compared with the minimalist design without logo on the a side of Xiaomi notebook, the words “redmi, designed by Xiaomi” are engraved on the a side of redmibook 14, and the starting price of 3999 yuan makes it get the evaluation of “the most lightweight book with the strongest configuration” at the same price. < / P > < p > trot and fast iteration. In August 2019, Hongmi released the enhanced version of redmibook 14, the first to use the 10th generation core processor, and the starting price remained at 3999 yuan. If you wear a Xiaomi bracelet, you can use it to “intelligently unlock” the computer. < p > < p > < p > less than two months after the “enhanced version” was released, redmibook 14 ushered in the “sharp dragon version” update. The mold and design remain unchanged. The redmibook 14 is equipped with AMD sharp dragon 3000 series processor, and it is still a “full blood” version. The starting price is further reduced to 2999 yuan. Hongmi intends to make greater sales breakthrough with its latest low-cost notebook products with the help of the annual promotion of e-commerce platform. < / P > < p > on the one hand, it is the renewal of internal configuration, on the other hand, it is the improvement of ecological services. Redmibook 14 Ruilong version introduces a new “millet mutual transmission” technology, which can not only realize the rapid transmission between notebook and mobile phone, but also unlimited content quantity, format and network. < / P > < p > by the end of 2019, the Hongmi notebook production line began to expand, and redmibook 13 was released, with 89% of the high screen share, starting from 4199 yuan. < / P > < p > after only a year of development, the current production line of red rice has been quite rich, not only won the latest amd sharp dragon and Intel Core Processor, but also achieved the full coverage of 13, 14 and 16 inch screen versions. However, due to factors such as cost and positioning, the red rice lightweight version has made a big trade-off in terms of non core functions and technologies. For example, it has not been equipped with front camera and fingerprint identification function, and has no keyboard backlight. < / P > < p > users are more looking forward to Hongmi or Xiaomi notebook products, which not only have ultra-high cost performance, but also can be a “bucket machine”. At the same time, according to Lei Jun’s strategic goal of Hongmi business, Hongmi notebook must also launch “higher quality” products. < / P > < p > in addition, the old giants in the notebook market began to “fight hard” in terms of cost performance after Xiaomi and Huawei entered the board, especially Lenovo. If Hongmi notebook wants to participate in the market competition better, in addition to creating the “extreme cost performance ratio”, it also needs to reflect a more powerful product comprehensive competitiveness, including introducing more features and even core technologies. < / P > < p > obviously, the current red rice production line is not able to support all the expectations of users. So it’s no surprise that redmi G’s game book is on the scene. < / P > < p > known as “all-round master”, redmi G game book is equipped with 16.1 inch high color gamut video game screen, Intel’s 10th generation core high configuration processor and NVIDIA GTX 1650 Series graphics card. It has “hurricane heat dissipation 2.0”, DTS surround 3D sound effect and Wi Fi 6 and other highlight technologies. The initial price is from 4999 yuan. If you buy it on the opening day, you can get another 100 yuan cheaper. < / P > < p > it is worth mentioning that redmi G game book also fills the gap of Hongmi notebook without full-size backlit keyboard and front camera, and has rich interface configuration. Compared with the same 16 inch redmibook product, the price of redmi G game book is only 300 yuan higher. < / P > < p > therefore, it is not difficult to find out that the direct reason for Hongmi to launch redmi G game book is to create more complete products in terms of technology and function, even at the expense of certain lightness. Moreover, the game itself will not be very frivolous. < p > < p > some people think that “game book” is more of a commercial name, and its essence is “high performance notebook”. In redmi G game book, we can see this clearly, and it is also trying to make up for the “omnipotence” of redmibook. < p > < p > redmi G is a “jidacheng” product produced by Hongmi since it entered the notebook market for more than one year. It is a high cost performance product with relatively comprehensive and balanced performance in technology and function. < / P > < p > of course, this is not the whole meaning of redmi g launched by Hongmi. Undoubtedly, this product is also its “water test work” in the game market, and is the “ought to be” product that strives to cover a wider range of user groups and their needs. < / P > < p > in Xiaomi mall, thanks to the considerable number of notebook product styles of Hongmi and Xiaomi, the official lists five major notebook categories, namely, “business book” focusing on business travel, “learning book” focusing on ultra-high cost performance, “design book” focusing on p-card, light and thin book focusing on long endurance, and “game book” focusing on super performance. In addition, millet also launched display products, as well as more computer related peripheral products. < p > < p > we can see that Xiaomi’s PC business is not only limited to the light and thin market, but also has made a full product line strategy covering different user groups. The light and thin version is just a start for Xiaomi in the PC market. After the game book, the all-in-one computer and even the desktop computer may become the field it continues to enter. < / P > < p > specific to the game book market, millet and red rice products face many strong enemies, such as Lenovo’s “savior” series, Acer’s “shadow Knight” series, HP’s “shadow spirit” series, thunder snake, micro star, Raytheon, mechanical revolution, machinist and other brands. In the ultra-high-end price range, there are Dell’s “alien” series and ASUS “player country” series Benchmarking exists. Therefore, in the short term, Hongmi notebook needs to gradually approach these mainstream brands in terms of performance and function performance, and take “ultra-high cost performance” as its core selling point. < / P > < p > in terms of the initial feedback after the launch of the new product, the redmi G game with a price of 5000 yuan could have done this better. < / P > < p > since 2011, the PC market has been in a continuous growth downturn, and it is not until 2019 that the first positive sales growth in recent years is recorded. PC sales to stop the decline is inseparable from the unremitting efforts of major manufacturers to segment products and stimulate user demand. Among them, as a representative of the game market, in recent years, it has become the focus of users and the industry. < / P > < p > for the latecomers in the PC market like Xiaomi, the game market is the subdivision field they have to get involved in. In fact, as early as March 2018, Xiaomi launched a Xiaomi game book with a starting price of 5999 yuan. After that, Xiaomi game was updated in August 2019, and the starting price reached 7499 yuan. < / P > < p > in the game market, the price range of different products is very wide. If you want to make a significant sales breakthrough in the short term, based on the role of Xiaomi as a novice and the strengths of Hongmi brand, and on the premise of ensuring the basic quality of the products, it is a strategic choice to “knock hard” cost performance. After entering the PC market for four years, Xiaomi is making great efforts to build a full production line of Hongmi brand pen and electric appliances, and intends to make it a “key man” in the war of breaking PC business. In April this year, Zhang Feng, vice president of Xiaomi group and founder and CEO of Zimi electronics, began to serve as general manager of Xiaomi notebook. Zhang Feng is also the head of Xiaomi supply chain, and led purple rice to create a number of popular categories. Some analysts believe that Xiaomi notebook business, led by Zhang Feng, will have better performance in the control of upstream and downstream supply chain and the grasp of product demand points. < / P > < p > under the leadership of this new leader, Xiaomi notebook business began to establish a new strategy of taking Hongmi brand as the “key man” in the war of breaking the game. < / P > < p > on the product level, whether it is Hongmi or Xiaomi notebook, the latest processor configuration, more amazing appearance design, and service linkage with other products in the ecosystem are indispensable. At present, Hongmi and Xiaomi notebooks still have a large space for improvement in appearance design and ecological services. Of course, for the “ultra-high cost performance” Hongmi notebook, it also needs to be more complete in terms of technology and function. < / P > < p > if you want to find a special selling point that Hongmi and Xiaomi notebooks can promote among the three key skills, Xiaomi ecosystem service is the best. In fact, no matter for new players in the PC market like Xiaomi or Huawei, their PC products can play the ecological service brand. < / P > < p > recently, Xiaomi launched “Xiaomi miaoheng” service, which brings more linkage functions between notebook products and mobile devices, including supporting multi device cross screen collaborative experience; supporting mobile phone photos, which can be directly dragged onto the notebook’s ppt; mobile phone documents can be opened, edited and saved directly in the notebook; videos cut from notebook can be directly dragged and shared Jitter; mobile phone support tiktok dual screen, multi tasking and other characteristics. < / P > < p > in addition to the promotion of three key skills in the product field, Hongmi and Xiaomi notebooks also need to make greater breakthroughs in the creation of popular star products and the expansion of channel sales resources. < / P > < p > in terms of Xiaomi notebook business and Hongmi notebook production line, whether or not to create at least one popular star pen electric product in the short term is the core index to judge the war of Xiaomi PC market breaking. With such a first product, Xiaomi can not only stand firm in the notebook market, but also has the capital to compete with traditional large factories. Continue ReadingDeveloped a “plug and play” solar power generation scheme, and “5B” won a $12 million round a financing

Author: zmhuaxia