小米公司SWOT分析(英文版)

SWOT Analysis Report on Xiaomi Company

https://www.360docs.net/doc/7b1569226.html,pany synopsis

Xiaomi company is founded by Lei Jun, a total of seven founders, respectively, founder, chairman and CEO Lei Jun, co-founder and CEO Lin Bin, co-founder and vice president Li Wanqiang, Zhou Guangping, Huang Jiangji, Liu De, Hong Feng.

Launched at the end of 2010 mobile phone real name community m chat, launched in six months registered users exceeded 3000000. In addition, the company also launched mobile phone operating system MIUI, the end of the year 6 MIUI community of over 300000 active users. In August 16, 2011, the company through the media of communication will be officially released Xiaomi mobile phone. M chat, MIUI, Xiaomi mobile phone is the product of three big core technology of Xiaomi.

1. Cultural declaration of Xiaomi

Xiaomi people like innovation, fast Internet culture, not a boring meeting and process. Partnership working atmosphere of equality, relaxed, enjoy with technologies, products, design and other top talent joint venture growth of pleasure.

A very common name "Xiaomi", but we have never mediocre, because the Xiaomi person is composed from the domestic IT companies, Microsoft Google, Jinshan Master, do not think that they will only play to their talents in front of the computer, the real genius and expert will let

you can feel their creative at any time.

2. The origin of the name of Xiaomi

Lei Jun introduce the origin of the name of Xiaomi, said Xiaomi pinyin is Mi, the first is Mobile Internet, Xiaomi to do mobile Internet Co; followed by mission impossible, Xiaomi to complete can not complete the task; of course, we want to conquer the world with Xiaomi and rifle. Finally, we hope that "the sweet name Xiaomi" become friends. In addition, Xiaomi new LOGO upside down is a heart, a little bit, means that allows the user to save a dessert.

3. Important events of Xiaomi

In 2010 October-2011 year in July in 2011 August research and development to complete closure of research and development.

In August 16, 2011, Xiaomi mobile phone conference held in Beijing 798 Art Center D · PARK Beijing club, officially released Xiaomi mobile phone.

In September 5, 2011 the Xiaomi mobile phone began to accept online booking.

In October 20, 2011 the Xiaomi mobile phone began formal sale.

In May 29, 2012, the company through the booking and sales of Xiaomi mobile phone telecommunication edition, sold 100000 units.

In June 26, 2012, the company's chairman and CEO Lei Jun announced, the company has completed a new round of financing of

$216000000 , this round of financing the company at a $4000000000 valuation, investors are the top international investment company, but did not disclose the specific name.

In February 5, 2013-2 month 16 days, 10 noon,Xiaomi mobile phone 2, 1s open purchase.

In February 14, 2014, red mobile phone (Telecommunications Edition) published, and in February 20th will be officially opened on sale, at the same time, Xiaomi 3 Telecom version will also be launched in February 25th.

In April 22, 2014, the company and the Xiaomi https://www.360docs.net/doc/7b1569226.html, domain to the original domain name https://www.360docs.net/doc/7b1569226.html,, the access will be automatically jump to a new domain name.

4. Main businesses of Xiaomi

M chat

M chat, Xiaomi production of a span of iPhone, Android, Symbian mobile phone platform, mobile, Unicom, cross telecom operators in the mobile phone terminal free instant messaging tool, through the mobile phone network (WiFi, 3G, GPRS), can tell you m chat contact information communication in real time, take pictures and audio, only consumption of network flow.

1)Free news: mobile phone message to save money and effort.

2)Real time state: that is input, and can know whether the message is

received, whether to have see.

3)Free file transfer: no longer hard typing. With our graph have a look.

4)Xiaomi network interworking and have a convenient communication with the world.

5)Friends share: we have recently what interesting gossip? Don't out!

MIUI

MIUI is a Android mobile phone operating system the company customized, MIUI for native Android system more than 100 improvements, in June 1, 2010 officially released, users covering 23 countries, highly mobile phone fancier chase.

MIUI devotes to the most extreme in the intelligent mobile phone calls and text messages for experience, the original features of the MIUI interface system, the perfect matching of the China the use habit of the user, is China first Internet development mode of mobile phone operating system development team, according to the feedback of MIUI community fancier improvement, weekly update iteration. MIUI has the world's largest mobile phone theme library, changing theme of individuality and lock screen mode, can carry out local custom flexible.

Xiaomi mobile phone

Xiaomi mobile phone is specially designed for mobile phone fancier

level control to create a high quality intelligent mobile phone. Lei Jun is Xiaomi's chairman and CEO. Design of ID mobile phone all by Xiaomi from within Motorola hardware team, mobile phone produced by Foxconn and Ying Huada foundry. Mobile phone operating system uses the MIUI operating system independent research and development of Xiaomi. Xiaomi mobile phone is expected in 2011 October, the price of 1999 yuan, mainly for the crowd for the mobile phone fancier, the on-line sales mode.

Xiaomi mobile phone appearance is straight full touch screen, CPU high pass 1.5GHz dual core processor, a screen resolution of 480x854 Sharp 4 inch LCD screen, using the capacitive Taiwan TPK production for iPhone delivery touch group, the shell color is black to support the replacement of a variety of color.

II.SWOT analysis

1. Strengths

1) Clear market position. On the current market , the vast majority of mobile phone are facing the common consumer , the function of mobile phone is mainly for the use of user experience and design. However, there are a huge number of people keeping on playing machine. The proud owners of brushing mobile have a big doubt .they cannot find a really suitable mobile phone. Xiaomi company found this point, so they designed a mobile phone for these proud owners.

2) The excellent technical and management team. The Xiaomi company set up by the former Google, Microsoft, Jinshan company, The designers of mobile phone are from the Motorola hardware team. Many managers and the technical personnel of well-known enterprises makes the Xiaomi can be better to cooperate with the other manufacturers and get more support of the complete and excellent technology, this lay a good foundation for the appearance of the Xiaomi mobile phone.

3) Fast and effective sales. The Xiaomi is saling online, the official website of Xiaomi will become the most important sale channels in the future .At the same time, Xiaomi company has their own logistics RDF express of V ANCL. Xiaomi mobile phone choose e-commerce sales, and rely on resource advantage, with the help of platform and Logistics in the jinshan company.

4) Strong configuration and MIUI/Android double system. the fastest Binuclear intelligent mobile phone. In the hardware configuration: dual core, large screen, high battery, a good signal four characteristics. Using fast 1.5GHz dual core CPU, Adreno 220 graphics chip, and the configuration of the 1GB RAM memory, 4GB memory, support for 32GBMicroSD. So strong collocation makes Xiaomi mobile phone whether daily applications or games can run smoothly. At the same time, it also equipped with large capacity battery 1930mAh which makes the Xiaomi mobile phone has not weaker than the Endurance of the

international well-known brand mobile phone .

5) Design: no design is the best design. No redundant design, the simple appearance is the feature of Xiaomi .through the Xiaomi looks very straight and narrow, but it is perfect in some details. the first one, the back of Xiaomi phone is made from matter material. it is not easy to leave fingerprints .the other one, the feeling of hand holding is good. In addition, it cancels the search button, this design enhances the practicability of mobile phone.

6) The Price advantage. The price of Xiaomi mobile phone is very substantial. The mobile phone will be sold on the only online sales on the website of Xiaomi, V ANCL support the warehousing and distribution of Xiaomi mobile phone. Because of the Internet marketing mode, Xiaomi mobile phone saved the after market and channel cost. Compared with the traditional mobile phone industry, which will save a lot of cost of stores and employee. It is because of this new channel, Xiaomi company expenses a large number of expensive drumbeating costs and channel costs, Xiaomi company controls the price of high allocation of mobile phone in 1999 yuan. On the other hand, the traditional mobile phone industry is also visible for stores, channels and other factors, this makes the additional cost of mobile phone to rise , and this part of cost is virtually passed on to consumers.

2. Weaknesses

1) late start, low brand value

Xiaomi company has just set up more than four years, when Samsung, iphone and other smart phones occupied most of the market，it suddenly appeared, market share is obviously insufficient, a grain of rice light can not cover the mobile phone giant's bright moon, Xiaomi’s reputation in the hearts of the public have not been able to establish.

Xiaomi mobile phone production enterprises brand awareness is not very strong, there is no a special department set up study and the specialized personnel brand value, no multi-channels to enhance brand publicity and brand value. In the minds of customers did not establish a clear, unique corporate brand image, did not use brand value to the idea of expanding the market.

2) Technical limitations, lack of management and control hardware

Xiaomi company is not a hardware manufacturer. In the

previous time, it has focused on the development of online communities and mobile operating systems. In the face of foreign strong enemy and domestic Hua Wei, ZTE's at fiercely as a tiger does, software company transfer terminal hardware manufacturing, lack of hardware control experience. In cruel environment, the competitiveness of Xiaomi is slightly insufficient. Barely able to cope, impossible to guard against.

3) Tight supply, limited production capacity

The production yield is too low, the supply can not meet demand,

according to co-founder of Xiaomi technology Li Wanqiang said that the second generation of Xiaomi will be Foxconn OEM and Xiaomi to ensure security at the end of this year sales of 4,000,000 units. Because Xiaomi phone sales appear unprecedented hot conditions, IAC has been unable to bear too large a production task, therefore, Xiaomi Generation 2 will be the OEM of Foxconn. And judging from the long-term development, just from a single corporate structure is concerned, Xiaomi company only do sales, no own production and assembly factory，only rely on other factories to replace it assembled, so supply adds to more difficulty. Combination of stable production capacity and market demand has brought a great challenge, and all of a sudden the speed of 120 cities coverage is too fast.

4) Poor quality, worrying after-sales service

Xiaomi phone quality itself, frequently broke light leakage, peeling paint, frequent crashes, calling broken sound and other issues for Xiaomi’s after - sales service is a huge pressure.

Under the premise of not guaranteeing the quality of products, whether the service of Xiaomi can keep up with, at the beginning of the open beta score is not high, then continuously broke into a series of quality problems. In addition, with the increasing number of mobile phone sales, how to build sales service support system will also be a new challenge for Xiaomi.

5) Single marketing methods ，small minority of market positioning

Lack of Xiaomi mobile marketing to target consumers ages occupational characteristics, aspects of lifestyle, purchasing habits, consumer psychology, the purchase decision-making further studies to determine their value and make the pursuit of the concept of brand positioning marketing. Currently, the market position in most mobile phone enthusiasts. The fans are generated pleasure of providing personalized experience with the machine through the brush. But it has a built-in stage, MIUI Xiaomi phone applications and enhanced many features, so that more consumers can enjoy without brush better experience. When fans exclusive become so "popular" after such a market positioning becomes embarrassing. In addition, the fans, after all, a small public phones for their unique needs or different from ordinary consumers. If only the pursuit of niche markets and ignore the mass market soar. More importantly, such a niche market will be difficult to carry the banner of Lei Jun into the mobile Internet.

3. Opportunities

1) Competitors undercut

Iphone IOS Jobs after the death of the declining market share, iphone in the sales of the new iPhone5 mobile phone China entirely without iPhone4s sales.

2) The popularization of mobile intelligent terminal, the mobile

phone users surge in the number of Chinese, intelligent machine market is huge.

At present, Xiaomi mobile phone sales and attention at home and continue to rise, its brand influence and visibility have reached the pinnacle of the domestic mobile phone. Products to meet the modern young people to pursue have a fever.

3) Domestic operators 3G, 4G the development of network technology, covering.

Come with terminal stage, singing opera trend sweeping, domestic 3G market ushered in a new pattern. As the birth of 3G intelligent mobile phone Xiaomi is the advantage of the favorable factors

4) Xiaomi expansion of overseas market, go out of the country

In April 2013, Xiaomi began to emerge from the mainland, started in Hong Kong and Taiwan issued new Xiaomi mobile phone, 2S and 2A, and the obtained high praise, and a good sales. Internationalization of the beginning, and foreign brands such as Samsung, HTC counter.

5) Rumors and exposure of Xiaomi will launch a notebook, cost-effective notebook will cause great impact on the market.

4. Threats

1) Foreign enterprises for low-end smart phone market exploration and possession

The front line foreign brands in performance is very strong,

comprehensive coverage of their product line of high, medium and low-end, low-end mobile phone for the production of domestic mobile phone manufacturers mainly caused great pressure; they learned the domestic mobile phone channel after the experience, and then related innovation, channel edge much better than domestic mobile phone, the channel has sunk to three or four markets. Meanwhile, some designed for international mobile phone brand OEM production companies to join, more so domestic mobile phone market into a new pattern. Foreign-invested enterprises continue to increase low-end market development efforts, and further compression of domestic brand mobile phone space, the development of domestic brand mobile phone manufacturers struggling, Xiaomi can not escape this.

2) Major network operators have joined the ranks of smart phones

When the global economy took a downturn in the plight, the mobile Internet market is showing a thriving scene. Xiaomi technology and other Internet companies is at this time to join the war, and instantly became popular.

Xiaomi incense! And Lei Jun is IT veteran with celebrity big brothers to sit still: Following Ali phones, Huawei has entered the mobile phone market, Shanda, Baidu, Tencent, 360 has announced its entry into the mobile terminal business, have been conducting MID (Mobile Internet Devices) terminal layout, within the time market smoke

everywhere, the competition becomes more intense.

3) From the pressure of public opinion

People who want to discredit Xiaomi try to take advantage of Xiaomi, fabricate a variety of negative news to destroy the image of Xiaomi phone. In addition, because the Xiaomi mobile phone users questioned its own shortcomings and after-sales service, to promote the media and the masses of Xiaomi phone having a lively discussion, public opinion on the future development of Xiaomi phone produced a huge pressure.

III. Development Suggestions

1. Establish a new philosophy is to explore the potential users in order to better serve the needs of the user. Xiaomi should be more concerned about the phone can do, rather than what the phone is. Simple user-centric concept has been a little behind, you need to explore the potential needs of the user to capture the market. Because many users do not understand their own time and their own needs. The biggest advantage is that Xiaomi affiliates (Kingsoft, superior technology, multi-play, La la, Eslite, scouring music, etc.). As long as Xiaomi and docking services these companies, there is no other mobile phone manufacturers have the advantage ---- low cost, high efficiency, speed and bi-directional integration impetus to form a mobile phone as a link to the mobile Internet empire. But the speed of docking and integrating must be fast, fit must be high, the quality of service must also have a certain

height, and then integrating the above innovation.

2. Diverse and user-defined MiUI system is a great expansion for Xiaomi user groups. Xiaomi should be as many users MIUI custom fit their system and operating system interface mode, while the various modes can freely switch and smart switching. Reducing entry threshold for users, so that more ordinary users added to Xiaomi interactive development mode.

Xiaomi users can simultaneously absorb good design to give some incentives, then these bright spots to add your own system. Provide users with unlimited, personalized, free, more suitable for each individual user's system.

As m chat, now you can attract some users this mode, you can use this to promote more services. But at the same time, and it can also be the opposite of walking, introduced real-name authentication system, secure chat system, multiple authentication systems, services and other free, the opposite pattern with Tencent can attract a lot of customers, but also a trend in the future, as lay the foundation for more and better services.

Do not over-publicity hardware configuration, turn more publicity cost advantage, and for their own is best idea for the best. As for the current hardware and prices are very good, resulting in a high cost, are very attractive to users and branding effect.

3. Clearly know their market positioning. Users of Xiaomi can be

divided into four categories: For price-sensitive users, the pursuit of cost concerns users have high demands on hardware performance users, Xiaomi fans user. Xiaomi can be transformed into the first three categories of users to become a fan of Xiaomi, Xiaomi in the need to make every step perfect.

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