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Xiaomi's Prospectus Interpretation: There is no millet without red rice

via:博客园     time:2018/6/12 12:31:35     readed:288

There is no millet without red rice.

This is my biggest feeling after reading the latest Xiaomi CDR prospectus.


Before Xiaomi submitted the prospectus, the dispute about Xiaomi had never stopped. One of the questions is: Xiaomi MIX series of flagship mobile phones did not actually sell a few sets of millet, Xiaomi MIX's mission is to establish a brand image of millet, and really make money and take the amount of still red rice.

Before seeing the prospectus, I could only speculate that sales of red rice were greater based on sales and third-party data. Xiaomi’s mobile phone sales accounted for a relatively small proportion.

Sales of red rice handsets that account for more than 50% of sales

On June 11, the official website of China Securities Regulatory Commission released the Xiaomi CDR prospectus, making everything clear.


According to the data released by the Xiaomi CDR prospectus, Xiaomi’s sales volume of both the entry and midrange machines accounted for more than 50% of sales volume from 2015 to the first quarter of 2018, and was the main force for Xiaomi’s shipments.

The most exaggerated is that in 2016, Xiaomi’s high-end flagship machine sold only 81,000 units. In the same year, Xiaomi’s sales of entry and midrange machines were 15.214 million units and 26.871 million units, respectively, which was 188 times that of the high-end flagship. 330 times.

Let's recall what millet was the most expensive in 2016? Yes, it was millet MIX that was released as a concept machine at that time.

In the mobile phone market in 2016, the 16:9 low screen accounted for the mobile phone. Millet MIX directly removed the “forehead” and the border on the phone became very narrow and it looked very stunning. My former colleague, an aggressive rice noodle, even watched the cry when watching this conference.


Finally, there is a millet phone that can make rice noodles moving.

However, my former colleague did not spend more than three thousand yuan to buy such a millet phone after crying. He bought a red rice phone with a price of less than one thousand yuan.


The red rice is the entry-level and mid-range machine that occupy absolute advantages in the sales statistics and sales revenue statistics of millet. Xiaomi further detailed this classification in the prospectus.


In 2015-2017, Xiaomi’s shipment volume was the largest in red handsets with prices ranging from RMB 800-1299. And even considering the case of the first generation of millet MIX as a concept machine, in the mass production of millet MIX2 listed in 2017 and the first quarter of 2018, its sales volume was only 1.386 million units and 496,000 units, while the 2017 Yuanji Red Rice sold 43.329 million units.


The sales volume of 1 million units in the whole year can only be regarded as a passable level in the mobile phone industry. Even a small factory like Hammer Technology has sold more than 1 million mobile phones in 2017. The one-plus-plus mobile phones whose price and product positioning are similar to those of the Xiaomi MIX2 had sales of 4 million units in 2017. In the high-end flagship market, the performance of OnePlus is far better than Xiaomi's.

It is no wonder that in India, Xiaomi has occupied most of the Qianyuan and Hundred Yuan machine markets, while Yijia has occupied the high-end flagship market. In millet seas in Europe, foreigners who know redmi 5 may not know xiaomi MIX.

And this did not compare Xiaomi’s opponent Huawei, whether it’s the RM5000 or the P series, the sales of single handsets are in the tens of millions. Both OPPO and vivo's explosion models r11 and x20 have an average price of around RMB 3,000. In the three years from the beginning of 2015, Xiaomi’s average selling price was around RMB 800, and the annual increase did not exceed RMB 100.


Xiaomi is still the millet that I am familiar with. On the basis that there is no price/performance ratio, I think it is more important:

No red rice is not millet.

It is the sales of 45 million mobile phones per year for red rice that support Xiaomi’s triathlon business model. The red rice mobile phone is exactly the starting point of Xiao Xiao IPO’s “moving people’s hearts, price and kindness” of the business story. .

In 2017, Xiaomi’s handset shipments returned to the global top 5 years. Xiaomi’s shipments totaled 91.41 million units and Red Mobile’s shipments exceeded 73 million units. Relying on this huge sales volume, Xiaomi's Internet service can acquire enough users, and MIUI's games and advertising businesses have enough commercial value.


User portrait of red rice mobile phone

What kind of person is using a red rice cell phone?

This group has actually been stigmatized for a long time. Moreover, according to the 2017 National Bureau of Statistics, in the first quarter of 2018, the per capita disposable income of urban residents was 10,781 yuan, and the per capita disposable income of rural residents was 4,226 yuan. In my impression, people using red rice mobile phones are certainly partial to income. Low rural residents.

“Slippers, hanging on the waist keychain, walking the streets of the lame Han ”, this may be the image of many people in mind most of the red rice mobile phone users.

In fact, the number of first-tier cities for red rice mobile phone users is high. The data released by Xiaomi in 2016 shows that from the perspective of urban distribution density, there are 11.4 red rice mobile phones per 100 people in first-tier cities, and 9 mobile phones per 100 people in second-tier cities. 4.7 units per 100 people.

In addition to the urban distribution, the age distribution of red rice users is 22-29 years old, 0-21 years old, and 30-39 years old. The overall young people are mainly student and office workers. From the analysis of the duration of the use of the App, the users of Red Rice belong to the active population of the mobile Internet. They have a strong preference for use in video, social networking, tools, games, books, and news.

This is very interesting. Maybe those who refuse red rice, feel that the red rice is very low-end people, secretly hidden in the pocket of a red rice backup machine. For example, my fruit powder colleague, Lin, usedappleThe whole family barrel, the bag has also been carrying two red rice Note5.


Therefore, to be more precise, commuters who entered the workplace are the typical red rice mobile phone users. Of course, our old friend explorer Semmitt and Cai New World said that the CEO Antio is rice noodles. Red rice mobile phone loyal users.

Red Mobile phones have solved the pain point of using mobile phones at a very low price. For example, explorer Semet needs a mobile phone with long battery life. College students need a large-screen mobile phone to watch PPT and chase a US TV show.

And these red rice users may be “moving people’s hearts, feeling more gracious,” and feeling deeper. They are the real believers in rice flour.

Therefore, in the "No red rice there is no millet," this sentence should be followed by a & mdash; & mdash; no red rice users, there is no millet.

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