Millet will set up 18 flagship stores

Xiaomi hopes that the “fruit powder” will be lined up to visit the Apple Store and will be staged in the newly upgraded Xiaomi House.

"If we compare us with Apple, we do have a lack in the product line; but it is even more critical to compare ourselves and to control the rhythm." On November 16, Xiaomi Technology (hereinafter referred to as "millet") united. Li Wanqiang, the founder and vice president, told the reporter of the First Financial Daily that by the end of this year, the existing 18 millet homes have all been upgraded to flagship stores, plus 450 authorized outlets, and the coverage of offline service points will approach Apple. Samsung.

Xiaomi's home is the direct customer service center established by Xiaomi Mobile. It has been constructed since the second half of 2011. After the upgrade to the flagship store is completed, the product experience and self-improvement function will be added on the basis of the original after-sales maintenance.

Li Wanqiang believes that for the former, users go to the site not only for maintenance, but also get a better experience and create a venue for the exchange of millet fans; for the latter, since millet’s core products are all sold through the Internet, self-promotion will meet different distribution needs. .

In addition, the Xiaomizhijia flagship store will launch a "killer" maintenance program - an internal one-hour quick repair service code-named "Orange Tornado." "It is the user's pain point. For pain points, no matter how much resources we have to break into to do it well." Li Wanqiang said.

The special point of the Xiaomizhijia flagship store is that it will not sell the two core products of Xiaomi Mobile and Xiaomi TV. It will only sell accessories such as millet boxes, mobile phone protection covers, earphones, and millet figurines such as "Rice Rabbit." Last year, Xiaomi’s income from fittings reached RMB 600 million.

Li Wanqiang explained Xiaomi's layout logic by ensuring that his main business is mobile phones and televisions, while other products use investment and holdings. For example, the mobile phone accessories piston headset is a team that Xiaomi wholly owned.

According to Song Shaokui, a senior analyst at China Investment Group, Xiaomi has a long chain of hardware design, software development, e-commerce operations, customer service, and peripheral products; some of these are vertically integrated, but they are also on the system side. Made a horizontal platform construction. In the future, the larger growth space for millet lies in the surrounding commodity markets.

This can also be glimpsed from a set of data. According to Li Wanqiang, in the eco-chain of Xiaomi, only the sales of “Rice Rabbit” dolls alone reached 500,000; game centers, application stores, and other software are in Q3 this year’s single season. Revenue has exceeded 20 million, and sales of accessories will exceed 1 billion this year.

“We all know that Xiaomi’s business model does not rely on hardware to make money, so value-added services and ecological chains are very critical to us. This year has slowly emerged.” Li Wanqiang said.