The Millennium Semiconductor Survival Guide.

Chapter 366 Xiaomi is expanding

Let’s start with the three major operators. In the new year’s network equipment bidding for China Unicom, China Telecom and China Mobile, established manufacturers such as Cisco, Broadcom and Ericsson were completely excluded. Except for Ericsson, which was able to receive a small number of orders, the others All orders were filled by domestic manufacturers, with ZTE and Huawei winning the bid.

In the past two years, Xinxin's chip manufacturing department began to cooperate with Huawei's chip design company and received orders for communication chips from Huawei. This time, with the help of domestic substitution, Xinxin also got a piece of the cake.

China thought it would arouse the vigilance of other countries and start the process of eliminating Amerikan computer equipment in other countries. However, it did not happen. It was as if other countries did not see it.

The magic weapon for domestic communication equipment manufacturers such as Huawei, ZTE, and Ziguang to compete with American manufacturers in the international arena is still cost-effectiveness and high-quality services.

The ideological imprint and ruling system established by Amerikan over the past few decades are too solid. The financial crisis and Occupy Wall Street only created a crack. It is too early for this ruling system to be overthrown.

"Is this a Chinese smartphone brand? It looks pretty good, a bit like Mphone, but it has a different design language.

A Chinese company can actually afford to rent this location. This should be the best store in the entire shopping mall, right? said Stephen Roy as he toured Westfield Mall.

Frank Roy said: “Yes, Xiaomi is a Chinese smartphone brand, and like Mphone, it was founded by Newman.

You know, because our opening coincided with the financial crisis, there were only a few merchants willing to pay high rents. This shop has never been rented out. Until this year, Xiaomi did not even make a symbolic counter-offer after it appeared. So I rented this shop.

Although the rent is very expensive, based on my occasional observations from passing by, their business is good. "

Westfield Shopping Center opened at the end of October last year. As soon as it opened, it became London's largest indoor shopping mall, with an area of ​​10 square meters.

Frank is the director of Westfield Shopping Center, and Stephen Roy is the CEO of Westfield Group. They are both affiliated with the Roy family, the actual controller behind Westfield Group.

"I remembered that I recently saw Xiaomi stores and advertisements in Paris. They have been very active in Europa recently." Stephen said while picking up the display prototype of Xiaomi store to observe.

Frank replied: "Xiaomi was mainly active in China before, but when I went to Lion City, Penang and Kuala Lumpur for business, there were also many Xiaomi stores there.

And in Malaysia, Xiaomi's stores are not like those in London, which are very large and technologically designed. Their stores in Malaysia range from large to small, and a small store can only be [-] square meters.

Recently, they should have focused their main expansion market on Europa. My daughter likes this brand very much and thinks that the camera effects of Xiaomi phones are particularly good. "

It is now the end of 2009, and Xiaomi's new generation flagship has been released. This new flagship is equipped with a lot of technologies that originally belonged to Mphone3. In addition to being unable to match Mphone in terms of software ecology, it has caught up with Mphone in all aspects.

Xinxin equipped Xiaomi with the ISP chip jointly developed by them and Sony, and also used optical lenses from Zeiss, giving it a camera technology that can be called a dimensionality reduction attack in this era.

With the help of its all-round leading product strength, combined with advertising and marketing and the rollout of a large number of stores, Xiaomi is selling well in Europe, with sales growing rapidly.

In just one month, it put tremendous pressure on Nokia.

"It's really good. The photos it takes are very high-quality." Stephen praised after trying the photo function. "We can give it some advertising resources."

Stephen had a hunch that Xiaomi would develop very well, so he planned to make a bet in advance.

“Is their cooperation model in Malaysia an agent model? But in the Europa region, it is all direct sales?
That's why there are differences in store expressions. asked Stephen.

Frank shook his head: "I'm not sure. I've only seen it in Malaysia. I'll find someone to find out later."

Stephen said: "If they accept the agent model, we can be Xiaomi's agent in Europe and Kangaroo Country."

Westfield Group is a large shopping group, similar to Wal-Mart. They originated in Kangaroo Country and mainly operate in three regions: Kangaroo Country, New Zealand and Europe.

They had entered the American market before, mainly on the east coast of California and New York, but in 2006, the Westfield Group smelled the financial crisis and packaged and sold eight shopping malls to other companies.

"I think it's okay. I'll ask the person in charge of this Xiaomi store for a copy of the sales data." Frank said.

Stephen continued to ask: "Are they Silicon Valley companies or Chinese companies?"

Everyone knows that Zhou Xin has returned to China, but they still divide the companies founded by Zhou Xin into two categories, Chinese companies and Silicon Valley companies. Matrix is ​​considered a Silicon Valley company by the outside world, even though Matrix's production, R&D and Many sales sections are located in China.

"Chinese enterprises." Frank said decisively, "I remember very clearly that I had talked about Xiaomi with the person in charge of Sony in London before. They were surprised by Xiaomi's development speed. Even if Xiaomi does not enter the European market, Xiaomi In terms of sales and revenue, it has surpassed Sony's smartphone segment in all aspects.

He also lamented that Sony’s consumer electronics would be severely impacted after Xiaomi entered the English market. "

Stephen looked a little surprised: "Are Chinese companies already so strong in the field of smartphones?

But if we just talk about products, Xiaomi is not even inferior to Mphone. "

Frank said: "Xiaomi and Mphone are both companies founded by Newman, and Newman knows what consumers need."

Zhou Xin clearly understands what consumers need, which is the consensus of everyone. Not only does everyone think so, but they also believe that he can discover needs that people themselves are not aware of.

"And China has developed rapidly in the smartphone-related industrial chain in recent years. I remember last time I read an analysis report in The Times that showed that more than two-thirds of the world's smartphone chips are made in China." Stephen He quickly associated this matter with the previous Xinxin case: "No wonder American wants to restrict the development of Xinxin Technology."

As a high-level member of society and a capitalist who controls a large amount of social resources, Stephen obviously does not believe American’s external propaganda. If American really cares about the interests of American people, then they will not let the Madoff case expose so many people. Here comes the big basket.

This is just the epitome of Xiaomi's entry into the European market. With the help of Xiaomi's flagship products Xiaomi 6 and Xiaomi 6 pro, Xiaomi's sales in the European market are very good. Not only mobile phone brands in the feature phone era such as Nokia and Sony have been affected, but Mphone has also been affected.

There has even become a trend on Internet forums related to Europa electronic equipment. When someone posts a question asking which smartphone to buy, not mentioning Xiaomi will make you look unprofessional.

"Recently I want to change to a smartphone. My friends keep recommending Xiaomi Mi 6 pro to me. Can anyone who knows me explain it? What is so good about Xiaomi Mi 6 pro? My friends have not bought it themselves and have always recommended me to buy it. "

Some products are recommended by others because they are really good, and some products are the kind that the media says are good for use.

Therefore, most of the time, you can't tell whether the recommendation from a friend around you is correct. Maybe he really thinks it is good, but his feeling can also be wrong.

Not to mention the possibility that your friends may have tricked you.

"If you don't take into account the rich applications of Mphone, Xiaomi 6 can be said to be completely ahead of Mphone 3. The chip Xiaomi 6 uses a 32nm process chip, while Mphone 3 is still 45nm. The chip process alone is a whole generation ahead of Xiaomi 6, which means Better battery life and better performance.

In terms of cameras, Xiaomi has two cameras. An 800-megapixel main camera is comparable to a card camera, not to mention it also has a zoom camera that supports 10x digital zoom. Combined with the ISP chip jointly created by Xiaomi and Sony, Its photography and video effects are absolutely unmatched by any other smartphone.

This is its main advantage over Mphone3. It is also not inferior in other aspects such as screen, communication quality, sound effects, fingerprint recognition, etc.

The only drawback is that Xiaomi Mi 6 supports fewer games, but mainstream games are available, which is enough to meet the needs of most users. "

“If it were me, I would also choose Xiaomi 6. Buying Mphone 3 is a matter of belief, buying a brand, and respecting Mphone as the pioneer of smartphones, and buying Xiaomi 6 is for my own wallet.

Xiaomi Mi 6 has a lower price than Mphone 3 and has better configurations. Is there any reason not to choose Xiaomi Mi 6?

It is also a smartphone brand created by Newman, and Xiaomi is also a believer. "

If Lao Luo is really the reincarnation of Steve Jobs, then the sales volume of Hammer will be at least ten times better. Mainly because their sales base is small, ten times higher is not an exaggeration.

Xinxin is trying its best to use Xiaomi 6 to reduce the impact of the significant reduction in Matrix's purchase of new core chips.

Under the leadership of Dazui, Xiaomi has indeed lived up to expectations and quickly occupied positions around the world. Mphone can still hold on, but Nokia and Motorola can no longer hold on.

First, Nokia announced a layoff plan of up to 1 people. This is another round of large-scale layoffs since Nokia laid off 8000 people during the financial crisis. It is also their largest round of layoffs in the 21st century.

"Affected by the financial crisis, Nokia plans to complete a layoff plan of 1 people in the fourth quarter of this year."

"No, no, we don't think Nokia's layoff plan is related to competitors. Our layoff plan is our internal way of saving expenses and strategic contraction. This is because of the financial crisis, not because of the challenges posed by Nokia's competitors. "

"Xiaomi is a respectable opponent. Everyone knows that they have Newman behind them. They are worthy opponents, but Nokia and Xiaomi are not direct competitors."

"Xiaomi's smartphone sales are very close to Nokia's, but our price points are different. Xiaomi and we only have a small amount of competition. Their direct competitor is Matrix."

After the news of Nokia's layoffs came out, their spokesperson was questioned by the media and the focus was on Xiaomi. Europa media believed that Xiaomi's expansion in Europe put tremendous pressure on Nokia, leading to this unprecedented round of layoffs.

Nokia certainly cannot admit that once it admits that its stock price will collapse, even though it has collapsed now, it is a different concept to admit that it cannot do it.

If Nokia wants to fight to the death and save it, then Motorola is lying flat and directly announced that it will package and sell its mobile phone business, selling all smartphone-related brands, employees, production lines, and R&D.

If you can't play it, don't play it.

"After the financial crisis, Motorola faced huge challenges in terms of cash flow and business operations. Therefore, Motorola plans to package and sell the mobile phone business as a whole. Currently, interested companies on the market include Microsoft, Yahoo, Amazon, Google, etc. The company is still in contact with interested parties.”

"Matrix? Matrix has not expressed interest in Motorola's mobile phone business at present. We will also maintain communication with Matrix and do not rule out the possibility of Matrix acquiring Motorola's mobile phone business."

"The company's sale of its mobile phone business is related to Matrix, but this is not the main reason. The main reason is that the financial crisis has caused heavy losses to Motorola. Motorola needs to transform and shift its business to areas where Motorola is more competitive."

Motorola's spokesperson did not shy away from Matrix's challenge. "I want to sell my mobile phone business anyway, so that's all I can say."

But it is true that Motorola launched the Blade series in 04. Although it was not a smartphone, its sales were very good. The entire series sold 1000 million units.

This was the peak of Motorola. Later, it released one smartphone after another, and then its business shrank sharply before the financial crisis, and its cash flow faced the risk of drying up.

The spokesperson's subtext is rich and he turns to a more competitive field. Doesn't it imply that Motorola is not competitive in the field of smartphones?
Although Japanese manufacturers are not doing well, such as Sharp, Panasonic, and Fujitsu, although their sales have shrunk horribly, they are still gritting their teeth and persisting.

(End of this chapter)