, is madly making up lessons for the new field of “hardware”. In order to deal with the screen suppliers of mobile phones, Lei Jun, Lin bin and Liu De, the three co founders of Xiaomi, set out to visit sharp in Japan despite the risk of nuclear leakage caused by the earthquake in Japan. < p > < p > nine years later, Lei Jun looked at the photo of the old mobile phone SD card standing at the door of sharp headquarters and warned the young entrepreneurs: “every node of the company must take more photos.” Looking back at those years, Lei Jun and his party, standing in the gate of sharp headquarters in Osaka with the mood of putting all their eggs in one basket, thought that in 10 years’ time, there would be such an opportunity to stand in the Xiaomi science and Technology Park, which costs 5.2 billion yuan, to share Millet’s entrepreneurial story with the public? < / P > < p > Xiaomi has gone through ten years since the little rice porridge of 2010 Yingu building. Ten years is not long, Lei Jun’s signature smile and accent seem to have no change; the decade is not short, China’s smartphone industry has undergone earth shaking changes, and Xiaomi has grown from a ROM team born for fever to the world’s top 500. In the past decade, Xiaomi has experienced almost everything of a start-up company. It is a good start to the market; it is too high to be cold, and it declines after encountering such strong rivals as Huawei; personnel shock and business adjustment; the roller coaster of financing and valuation; listing < / P > < p > at the 10th anniversary node, Xiaomi held a special press conference. In addition to the “super large cup” of three products, Lei Jun also gave a keynote speech for the 10th anniversary. The theme is “go all the way” (this is the name of Xiaomi’s first official autobiography, welcome to tiger smell). On the main poster, Lei Jun is riding a Xiaomi balance car, which is quite juvenile. This is Xiaomi’s first offline activity after the epidemic situation stabilized. It has been more than three hours after the whole event. Lei Jun affectionately recalled the beginning of the business, but also for the future vision of Xiaomi. The three products released today are also Xiaomi’s best summary of the past. According to Lei Jun, these three products respectively represent the three iron laws of “technology-based, cost-effective, and the coolest product”. Along these lines, we can also sort out the development of Xiaomi products in the past decade. < p > < p > several technical labels, screen, charging and photographing of Xiaomi 10’s supreme commemorative edition have also been the main difficulties that Xiaomi has focused on in the past few years, and taking photos is particularly noteworthy. < p > < p > since the p20pro in March 2018, Huawei has embarked on a differentiated road of focusing on photography. It has not only gained sales, but also greatly improved the brand value. Xiaomi is greedy and Lei Jun is worried. In May 2018, Lei Jun issued an internal email announcing the establishment of a separate camera department in the mobile phone department, and Zhu Dan served as the general manager of the newly established camera Department of the mobile phone department. At the mix3 press conference in November of the same year, Lei Jun publicly stated for the first time that the goal of the camera department was to turn Huawei over. < / P > < p > in 2016, there were 26 Xiaomi camera related engineers, and by 2019, there were 624 members of the camera department. In the past period of time, Xiaomi and Samsung have launched a 100 million pixel CMOS, which is a front-end PK with Huawei’s high-sensitivity. This is the first time that Xiaomi 10’s supreme commemorative edition has defeated Huawei in a real sense and become the first place in the DxOMark list (in the past, it was either juxtaposed, or it was overtaken after a day or two after it was released). Although there are some disputes about the credibility of DxOMark, for Xiaomi, it is actually a contest with himself, whether he can become the strongest in the industry in a single event with full devotion. < / P > < p > “the founding teams of Xiaomi are all from the technical background”. Lei Jun always likes to emphasize this point, but maybe it is because of the Internet and custom UI background that Xiaomi’s technical label is not outstanding. In order to truly practice “technology-based”, Xiaomi needs to get rid of the simple product functions and technologies and go back to the industrial chain and manufacturing level. For example, the surging chip has been stranded for four or five years. Regardless of whether Xiaomi’s own design ability can reach the international level, the chip foundry has blocked Huawei Hisilicon. Lei Jun admitted at the press conference: “the road of chip is very difficult, but Xiaomi still has to fight.” At the press conference, Lei Jun also introduced Xiaomi’s smart factory plan and announced that it would invest 10 billion yuan in R & D in 2020, which is conservatively estimated to be the top 20 companies in China. < / P > < p > stands for the cost performance, which is now led by Lu Weibing. The K30 supreme commemorative edition directly brought the starting price back to 1999 yuan. < / P > < p > from 1999 yuan of Xiaomi mobile phone generation, cost performance has become the most prominent label of Xiaomi. “To be the best mobile phone in the world, only sell for half the price, so that everyone can afford it.” this is Lei Jun’s vision at the beginning of Xiaomi. Whether millet or red rice, in the period of playing the river and mountain, are relying on the price of this killer mace to sweep the market. < / P > < p > on the eve of IPO, Xiaomi held a press conference at Wuhan University on April 25, 2018, and Lei Jun announced a resolution of the board of directors: the comprehensive net interest rate of Xiaomi hardware will never exceed 5%, and if there is any excess, the excess part will be returned to the user. In fact, if you look at the financial data of Xiaomi, you will find that the comprehensive net interest rate of Xiaomi hardware has never reached 5%. After all, software subsidy hardware is exactly what Xiaomi’s Troika needs to achieve. < / P > < p > in the past few years, there has been a lot of criticism from the outside that Xiaomi is tied to the cost performance ratio and can’t move to the high-end, and the brand image of Xiaomi has indeed been affected. However, cost performance is written in Xiaomi gene. It is like the foundation of Xiaomi building. Even at this conference, Xiaomi dare not set too high a price for transparent TV, which shows muscle. < / P > < p > in the past, millet is always trembling. For the first time, Xiaomi 6 raised the starting price from 1999 yuan to 2299 yuan, while Xiaomi 10 was a step up to 4000 yuan. But even if the price rises, millet does not have any product is free to fly, completely regardless of the cost performance. < / P > < p > K30 premium commemorative edition is such a cost-effective product. 1999 yuan, you can buy Samsung’s 120Hz AMOLED screen, Tianji 1000 processor, perfect 5g support, large storage and large battery. In the same price segment of the market, there is no competitive product of the same specification. This is also the product with the spirit of “good price” in the whole conference. Lei Jun said that returning to the price of 1999 yuan is a tribute to “living for a fever”. Rather, it is better to take out a “King’s bomb” to put pressure on friends at a time when the epidemic situation is stable and consumption is gradually recovering. The so-called “Outline” is methodology and values. In the past ten years, Xiaomi started its business by cost performance. Not only is Xiaomi’s own brand, but also Xiaomi has been “squeezing” profits for ecological chain enterprises. According to Lei Jun’s idea, Xiaomi will not lose this label in the next ten years. Cost performance means low profit margin, and Xiaomi’s Internet revenue has not been high these years. How to maintain the profit margin at a level that can be explained to investors and the market is still one of the most important topics for Xiaomi in the next decade. < / P > < p > the second product of Xiaomi TV master series is the most powerful product in this conference. In fact, LG (also one of several giants in the TV industry) has been working on transparent TV. In 2017, LG had exhibited the prototype of transparent TV on CES. This TV is based on OLED technology, the panel can display the picture at the same time, can achieve the effect of near transparency, can clearly see the vase behind the screen. < / P > < p > of course, the impact of this technology on the display effect exists. LG’s prototype showed only 1080p resolution (55 inches). Xiaomi is one step ahead of LG in realizing the mass production of transparent TV, which will be available for sale on August 16. The price is also very small rice, “as long as” 49999 yuan, greatly reducing the threshold of tasting fresh. Looking back at the development history of millet in the past, there are many reliable and cheap products, but the only really cool one is the first generation mix. Although sharp aquoss2 pearl jade is in the front, the mix generation is still the first manufacturer in the mainstream brands to come up with a comprehensive screen solution. Even the mix generation is even more extreme than later models, with narrower borders and a screen voice for the handset. It sacrifices cost and part of the experience for the coolest ID design. It is mentioned in Xiaomi’s autobiography that the project of mix generation was first completed in 2014. Regardless of commercial cost and driven by commercial purpose, Lei Jun regards it as a venture capital product. < p > < p > unfortunately, the follow-up models of mix have become “compromised” for the sake of sales volume and overall experience, and mix3 has become a “cost-effective” product, which has disappeared from the public. Now there is no new mix series. “Insisting on being the coolest product is Xiaomi’s eternal pursuit,” Lei Jun stressed at the press conference But cost performance and the coolest products seem to be a natural contradiction. Because for technology companies, cool means new technology, and new technology means R & D investment. It seems that it is difficult to keep a low price if the excessive R & D investment is spread equally on each device. How to balance R & D and market, not only Xiaomi, but all technology companies are facing the same test. < p > < p > in the past decade, Xiaomi has experienced the rise again after the first decline of the smartphone industry; it has also experienced a decisive decision. In 2015, in the face of the decline in sales, Lei Jun personally grasped the products and supply chain. Another more important achievement of Xiaomi is to explore and incubate a large number of hardware start-ups. Zhang Feng, the first manufacturer of Xiaomi, later founded Zimi technology; Huang Wang of huami made the first generation of intelligent bracelet for Xiaomi and put huami on the market. Chang Jing, who was introduced by Lei Jun at the press conference, started the sweeping robot project with Xiaomi investment. Now he is one of the most important players in this field These new players in different fields, like catfish, turn over the calm pool water. < / P > < p > the so-called re entrepreneurship is to leave behind the past achievements and use new models and new talents. The young people and Avengers alliance that Xiaomi has been constantly on the stage are the main forces.
Internet plus manufacturing is more deeply involved in the manufacturing industry. It is worth mentioning that the main components of Xiaomi 10 supreme commemorative edition, including screen from csot and CMOS from omni vision, are all domestic suppliers. In addition, there is no chain drop in the parameters. Domestic components are used in the flagship aircraft, and the performance is not bad. This is the right way to support domestic suppliers. In other words, it is low-key. At the press conference, Lei Jun also admitted that the reason why he was able to bet one billion yuan with Dong Mingzhu was that Xiaomi was inflated. The recession from 2015 to 2016 is also related to the mismatch between Xiaomi’s aggressive growth and its ability. For some time to come, we should not see Xiaomi in news like “one billion bets”.