Huami printed a new business card. Compared with the old business card, the biggest difference is that it added the newly purchased domain name huami.com and cut off the words "Millet Eco-chain Enterprise" originally printed on the business card. In the past, there was no word for the Xiaomi ecological chain. Others did not know what company is Huami. Now Huami, which has successfully sold 18.5 million bracelets, no longer needs the endorsement of Xiaomi's brand. Or, Huami is consciously dividing and the boundaries of Xiaomi.
Huami founder and CEO Huang Wang
Lighten millet
For Xiaomi's upcoming news with a screen bracelet, the CEO of Aiwei Bracelet Zhu Hong is not surprised at all, even this day is a few months later than he expected. In 2014, the Xiaomi bracelet hit the market at an ultra-low price of 79 yuan, which brought a near-destructive blow to the peers. At that time, the reason why Zhu Hongjia could still enjoy himself was that the Weiwei bracelet was a wristband with a screen. Because this small screen allows Ai Wei to escape the positive competition with Xiaomi. The Xiaomi bracelet is more focused on identity in positioning, and Aiwei pays more attention to the information interaction between the user and the screen. After the Xiaomi bracelet hit Jingdong, the sales volume of Aiwei has increased.
Last year, it was no secret that Xiaomi’s new version of the bracelet would add screen messages in the circle. It is not difficult to see from the message of rice noodles in the Xiaomi community that the voice of placing a screen on the next generation of bracelets is becoming more and more intense. In order to fight this hard battle, Aiwei not only made sufficient preparations at the hardware and software levels, but also re-adjusted the product positioning - wearing robots on the wrist. I wish the red armor told the Titanium media, "We still want to distinguish the positioning of Xiaomi's products, and we don't want to face the competition."
In fact, there are not a few companies that have the same idea as Zhu Hongjia. The manufacturer of Xiaomi bracelets, Huami Technology, launched its own brand Amazfit last year, and organized a new tasting meeting two months ago, trying to draw a clear line with Xiaomi. The boundaries between the two also cleverly avoid the positive conflict with the Xiaomi brand.
The only trouble to become an eco-chain company is to live under the aura of Xiaomi. Previously, an insider of a Xiaomi eco-chain company told the media that his mood was very contradictory. "Users only recognize Xiaomi's brand and don't recognize their own brand. If the products produced for Xiaomi develop very well, it is good for us and bad. We don't want to be an OEM (factory factory). I think we are actually using each other and Xiaomi."
In fact, through the blessing of the Xiaomi brand, Huami has become a small and well-known company, with the opportunity to contact the world's top chip manufacturers and foundries. Under the escort of the Xiaomi brand, Huami not only realized the opportunity to cooperate with internationally renowned companies, but also cultivated the ability to do high-quality products while maintaining good cost control. After successfully completing the B round of financing, Huami became a unicorn with a valuation of 1 billion US dollars.
Except for people in this circle, most people will confuse the relationship between Huami and Xiaomi. Since last year, Lei Jun and Huang Wang often have to publicly understand the relationship between Xiaomi and Xiaomi ecological chain enterprises. Lei Jun worried that everyone misunderstood that Xiaomi was not focused and did everything. Huang Wang worried that the outside world felt that Huami was a foundry and not independent.
An important prerequisite for becoming an independent company is to have its own brand. Huami's dual brand strategy has been established since the beginning of joining the Xiaomi ecological chain. Last September, the sales of Xiaomi bracelets exceeded 10 million. In the same month, Huami held a new product launch, which was to tell everyone that Huami is not an ODM company, an independent startup company, and launched a new brand - Amazfit .
The Xiaomi brand is highly cost-effective, and the audience is young people between the ages of 18 and 25, mainly college students or newcomers who have just stepped into the workplace. The millet bracelet has almost achieved the ultimate price/performance ratio. For startups that do not have strong shipment guarantees, this road cannot be copied.
Like all startups, Huami can only pursue small and beautiful brands in its own brands, and independently produce high-value products with more profit margins. Huang Wang, who is out of Huawei, hopes that Amazfit will make Huawei's tonality. The audience is between 25 and 35 years old, and there are young people who have certain purchasing power.
Huami launched two series of bracelets, “Moon Frost†and “Equator†for fashionable women and business men. The main body of the tracker is made of zirconia ceramic and hollow design. It is similar to Hetian jade pendant, which is similar to the traditional bracelet. There is a big difference. Moon cream, equatorial price of 299 yuan, and equipped with 6 different wristbands, the cheapest is also 69 yuan, catching the price of the millet bracelet.
Although it is only an accessory, Huang Wang treats them with a product attitude. Each wristband has its own name, and the craftsmanship is as complex as re-doing a bracelet. The equatorial series has been delayed until this year because the manufacturing process of the strap is more difficult than Huang Wang’s expectation. “The strap of the moon cream is made up of two pieces of metal on the top and bottom, which is very good, but the strap on the equator is very simple. As for a hole, it will be buckled when the next pressure is pressed. The simpler the thing, the harder it is to do."
User data is the core value of intelligent hardware, and it is also the foundation of hardware free and software-based money making strategies. Huami launched a proprietary app for Amazfit, which is not directly connected to the “Millet Movementâ€. Although the two may realize data sharing in the future, Huami still firmly grasps the core data resources in its own hands.
Liu De, the co-founder of Xiaomi and the head of the Xiaomi ecological chain, believes that these eco-chain companies are not trying to get rid of Xiaomi, but do what they want to do with the support of Xiaomi. It is much more efficient to use the Xiaomi eco-chain as a model to build hardware. It is much more efficient to set up a department in the Xiaomi system. Some companies are willing to do their own brands. If they stop it, they will not conform to the logic of “following the trendâ€.
Of course, the success of the eco-chain enterprise's own brand is not so good now, because Xiaomi is mainly aimed at the middle and low-end people, and has a deep brand imprint, which is not a high-end market for eco-chain enterprises. Good thing.
Huang Wang, who has been in business for four consecutive times, is very clear that if Huami wants to succeed, he will go out of Hefei and go abroad. Huami's software and marketing team has taken root in Beijing, and Hefei is the home base for hardware research and development. Few people know that the smart tablet, which was the product that Huangwang Company produced before, is the world's first tablet computer. He attributed the reason for no one to no global layout. This is also the short board of Huami, and Xiaomi's brand blessing can't help, because Xiaomi's radiation range is mainly in Southeast Asian countries such as China and India.
On the National Day of 2014, Huang Wang spent time in Silicon Valley. Just behind Google, CASTRO STREET is the main leisure place for Silicon Valley technical talent. Many bars and restaurants on that street have become the residence of Huangwang. When he is busiest, he will see more than a dozen people a day. Those who meet the people can talk all day. He didn't spend too much time lobbying to join them in Huami, and more to share his predictions about the smart wearable outlook. Huami's branch in Silicon Valley was quickly established to be responsible for industrial design, big data analysis, and even dig into a big cow like Nest and GoPro product designer Yu Tao.
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