For a technology company, a decade is often an extremely important node. Ten years may represent an inevitable transformation, a boundary between a start-up company and a mature company, or a comprehensive adjustment of development mode and speed. However, for Xiaomi, we still can’t see what ten years means to him. On August 11, Lei Jun held a speech to share Xiaomi’s ten-year mental journey. Ten year node, a good recollection of the road, of course, there will be a lot of stories, feelings and golden sentences. However, as an outsider concerned about the science and technology industry, what Lei Jun wants to share most is not Xiaomi’s past, but how Xiaomi faces the next decade? < / P > < p > even Xiaomi should admit that millet is the product of tuyere. In other words, it’s a special company growing up in a special environment. However, the particularity which depends on the external environment is out of place in today’s new industrial environment. Xiaomi has come to the critical stage of its ten years of establishment, and has also ushered in multiple changes in the global mobile phone market: Sino US technology decoupling, global mobile phone market shrinking, China’s smart terminal demographic dividend disappearing, 5g and AI driven technological changes. A series of factors have forced all mobile phone players to embark on a new path of self transformation. < p > < p > looking back 10 years ago, the biggest particularity of Xiaomi’s growth process is that its non replicability lies in external opportunities, rather than internal products, technologies and business models. It is widely rumored that before and after the birth of Xiaomi in 2010, Lei Jun had a close relationship with the Meizu Huang Zhang. Lei Jun often goes in and out of Meizu to discuss the design ideas and marketing methods of mobile phones with Huang Zhang. At that time, Lei Jun was regarded as the investor’s yellow chapter and gave it to him, but it was the birth of MIUI and Xiaomi. To some extent, millet has found the shortest shortcut possible since its birth. And used to shortcut has become Millet’s original brand. Later, when Huang Zhang was discussing Xiaomi 9, he said fiercely that he wanted to be high-end, but he was too low-minded to get high-end. He was used to high-end business;. Of course, there are personal gratitude and resentment, but it can also be said that the industry insiders deeply contradict the millet model. < / P > < p > globally, the most similar mobile phone brand to Xiaomi may be micromax, a local brand in India. But even if we imitate Xiaomi deeply, the development situation is not optimistic without the growth opportunity of Xiaomi. In the process of Xiaomi’s growth, it happened to meet the demographic dividend explosion of China’s smart phones. Smart phones and smart phones are emerging rapidly. Xiaomi has grasped this tuyere and taken a series of measures to maximize the market value. Many of these initiatives are particularly radical, which is a series of original sins that Xiaomi has been widely criticized in the past decade;. The criticism of Xiaomi always seems to be inseparable from these keywords. On the one hand, this constitutes the characteristics of Xiaomi, on the other hand, it also shows that Xiaomi really does not intend to correct or converge. It mainly includes the following aspects: < / P > < p > 1. Millet raised on the special air outlet attaches great importance to marketing, and despises technology accumulation and technological innovation. Xiaomi always talks about black technology, and even writes dozens of times about black technology in a press conference PPT, but there are few real differentiated technologies, and he is keen to slander the technological innovation of friends. < / P > < p > 3. Under the extreme marketing strategy, they are used to inciting fans, bullying friends, carrying out pathological marketing, and Extreme brand strategies that are antagonistic to all people in the industry. Xiaomi’s morbid marketing should have become a landscape in the mobile phone industry, from Xiaomi 5’s promotion & quot; faster to fly & quot; to & quot; Liu Shishi’s & quot; ten core double stem & quot; made by Hongmi official microblog in 2017;. Chang Cheng, vice president of Xiaomi group this year, has broken the bottom line again. His copywriting for promoting the camera function is cheering on the basketball court. When others see you score, I see your crotch crack. There is a nest behind every beautiful woman in the opposite dormitory &Is Xiaomi used to shoot crotch and girls’ dormitory? 4. They often play monkey games, lack of integrity to users and channels, and are accustomed to the profit-making mode of boasting and reneging. Since the birth of millet hardware, hunger marketing is the magic weapon of millet. Until now, the hunger for hunger is still the nature of Xiaomi, who always says that they are in stock, but they are out of stock every time. And Xiaomi’s executives are also keen on making promises every time and getting slapped every time. Lei Jun also won the reputation of Monkey King. These factors make Xiaomi controversial, but many of them are solutions to maximize the value in special circumstances. But the question is, is Xiaomi now redeemed or willing to try to dispel these original sins?
is not so lucky that we see millet seems not willing to get rid of the special means of special environment, but instead regards special means as the daily operation in the comfort zone. It seems a bit like Trump’s unique style, doing some extremely strange things, and people will not be surprised if the days are long. < / P > < p > for example, Xiaomi’s most criticized R & D and technology investment. In the preview of his 10th anniversary speech, Lei Jun said that the most annoying thing was that others said Xiaomi valued marketing rather than R & D, and for example, he had done R & D for 30 years. However, in fact, there is no logical relationship between the number of years Lei Jun has done in R & D and Xiaomi’s R & D achievements. On the contrary, the more direct data is that Xiaomi’s financial report in 2019 shows that the total R & D cost is 7.5 billion yuan. Compared with the volume of Xiaomi, this figure is not high. It can only be equal to some hardware companies that mainly assemble and assemble, and even less than one tenth of that of Huawei. Of course, Lei Jun also announced plans to invest 50 billion yuan in R & D in the next five years. However, most of them will be invested in the field of IOT, which is only 10 billion yuan a year. Compared with Lei Jun’s withdrawal of 9.9 billion yuan last year, we can see the position of R & D. < / P > < p > the scarcity of R & D investment resulted in Xiaomi’s aphasia in the core technology of mobile phone. At present, Xiaomi’s chip strategy has failed. There is a lack of independent technology system in 5g and AI. The strategy of splitting Hongmi to attack high-end products has not been effectively implemented. In addition, the strategic level often wavers. Although it often expresses the intention of high-end, it often withdraws from the low-end comfort zone and is not willing to change and take risks. The background color of Xiaomi is not willing to sit on the bench and invest for a long time, which leads to the basic strategy of millet light technology and heavy marketing. And brought the next problem: Xiaomi’s marketing plan is always so unique. < p > < p > with Lu Weibing, Chang Cheng, Yang Zhe, Zeng Xuezhong and a series of former executives of mobile phone brands join Xiaomi, Xiaomi is gathering in the Avengers alliance. Lei Jun himself thinks that there is no problem with this appellation. Of course, there is no problem with the mode of gathering the top executives of competitors, and it can also show Xiaomi’s mind. However, after these executives joined Xiaomi, they have strengthened the original & quot; mouth gun & quot; personnel, and took the lead to spray on friends, media and even users, which makes it a little suspicious of Xiaomi’s corporate culture atmosphere. < p > < p > in fact, since Lei Jun’s press conference at the beginning of last year, Xiaomi’s special marketing behaviors after going public, such as forcibly rubbing up the enthusiasm of friends, inciting the antagonistic feelings of fans, accusing all opposition opinions of being black manuscripts, etc., have not been restrained, but have become more and more severe, which has turned into a group of senior executives working together and echoing with each other. The extreme marketing strategy of < / P > < p > has become Xiaomi’s dependent operation. Now it has evolved into product pressure. Once the pressure rises, you can only do things on Weibo. There has even been a bewilderment of taking pride in using American chips, which has triggered a unanimous outcry from social media. < / P > < p > any company, like Xiaomi, may aim to be a great company. But in fact, only a small number of companies can do it, and even a lot of companies that are very successful in business, we can’t agree that they have a great side. < / P > < p > the problem is that great companies do not only have the size and market value, but also have great integrity, the willingness and ability to promote industrial change, and the foundation and motivation of innovation and creation. Now, although Xiaomi has planned many great goals and recalled many difficulties in starting a business at this node of ten years, these two things may be possessed by any company that has survived for ten years. In other words, any company that is still alive can express great ideals and moving feelings in its mouth. However, whether it can be close to greatness depends on action, behavior and action, rather than always young and full of tears. From technology to product, from ethics to talent, from innovation to industry change, Xiaomi may be drifting away from a great company. Of course, from another perspective, Xiaomi’s original sin is not so hard to part with. The question is whether Xiaomi is willing to wake up from it. Continue ReadingASMC, a lithography maker, was one of TSMC’s 14 top suppliers last year