The Millennium Semiconductor Survival Guide.

Chapter 367 MIPad
Xiaomi's popularity in London's Westfield shopping mall is just a microcosm of Xiaomi's entry into the European market.

In fact, in the first year of Xiaomi’s entry into the European market, the revenue and profits it brought to Xiaomi already exceeded two-thirds of the Southeast Asian market.

It is expected to surpass the Southeast Asian market as a whole next year and become the most important overseas segment in Xiaomi's global strategy.

Europa's consumption power is still much stronger than that of Southeast Asia. Even though Europa has not yet emerged from the financial crisis, the debt crisis of the five European pig countries is paid for by the Europa Union.

In order to maintain the existence of the alliance, the troika of Germany, France and England endured the high unemployment rate in the country and the spread of inflation in various fields, and also helped their poor brothers clean up the mess.

The Troika's aid to poor brothers is essentially the same as financial transfers from the economically developed provinces on the southeastern coast of China to the inland underdeveloped provinces. The inland underdeveloped provinces play a role in providing labor, various resources and markets.

Just because different provinces in China belong to one country, there is no resistance in the fiscal transfer process. However, when the European Union makes fiscal transfers of the same nature, there will always be different voices within it.

When this voice reaches a certain level, it will cause the alliance to split.

Xiaomi's rapid growth in the Europa market has made other mobile phone manufacturers also see opportunities. If Xiaomi can do it, can we also go?
Before, everyone was studying in Southeast Asia and thought about going to the European market. However, entering the European market means huge investment. Human costs, marketing investment, sales system establishment, warehousing and logistics, etc. all require huge costs.

It is now 2009, not 2019. Entering the Europa market is also a huge investment for current manufacturers.

No one had the confidence to gamble with so much money, but after Xiaomi became the first to take advantage of the market, it had a successful example. Now everyone set up Europa branches one after another, intending to open up new markets.

Xiaomi's strategic expansion has brought about the strategic expansion of all Chinese mobile phone manufacturers, among which HTC is the fastest moving. As a curved mobile phone manufacturer, they have always had a small amount of business in Europa, like BenQ and Asus, which are relatively well-known in Europa.

HTC followed closely, and Chinese manufacturers entered the European market, causing mobile phone manufacturers such as Nokia, Sony, and Samsung to have a difficult time.

The global smartphone market has begun to roll out, from configuration to price.

"We will bring you Xiaomi's new product format, which we name MIPad."

In order to make up for the loss of Matrix in the North American market, Zhou Xin led Xiaomi to launch a new product-tablet computer.

This is also a product that has been proven by later generations to be mature enough and needed by a large number of users.

Although most people buy tablets to watch videos, it is undeniable that they are also a productivity tool. Whether it is drawing or studying, tablets have their own unique advantages.

Xiaomi, which makes laptops and smartphones at the same time, can link these three products through tablets and create a concept similar to Apple's family bucket in later generations.

"Before hosting this press conference, the new president repeatedly told me that this press conference is very important and represents one of the most important development directions of Xiaomi in the future.

Xiaomi's future will be smartphones, tablets and personal PCs. These three business formats will build the entire Xiaomi brand ecosystem.

I will definitely not live up to the new boss's instructions. Before I came here, I practiced English many times. "

In order to open up the European market, Xiaomi's autumn conference was held in London, hosted by Yu Dazui. The most important products were the Xiaomi tablet and the cost-effective Xiaomi Y series smartphones.

Xiaomi has built two series of mid-range and high-end products. The flagship model is the Xiaomi digital series released in the middle of each year. Later, in order to expand shipments, Xiaomi launched the Y series.

Taking into account China's consumption level and the actual income of residents, Xiaomi needs products priced around 2000 yuan to expand its market share in the entire smartphone industry.

And because it is backed by Xinxin Group, Xiaomi has more supply chain advantages than the original Xiaomi brand and can achieve lower prices.

Even if mobile phones don’t make money, new chips can make money.

Therefore, Xiaomi, which focuses on cost-effectiveness, is unstoppable at the price of 2000 yuan. This time, the launch of the new Y series will be held in London, so that foreign manufacturers can also have a taste of being involved.

"Before Xiaomi, there were many consumer electronics brands that were more famous than Xiaomi and had a glorious history in the past. They also launched tablet-like products, but they defined them as mobile computers, such as Microsoft, HP, Dell, etc."

Because smartphones were launched earlier and multi-touch screen technology matured earlier, tablet computers were launched by manufacturers as early as 2005 when Mphone2 was launched.

As I said before, products like tablet computers do have an audience, so tablet computers have been developing well in the past four years, and the growth rate is getting faster and faster.

At the beginning, the Internet speed was stuck in the 3G era. Americen's basic network had just been renovated on a large scale, and video websites and applications were not yet popular. During this period, tablet computers positioned themselves more as a complement to handheld computers. As a productivity tool, there is not much emphasis on its entertainment attributes.

In 2007, after the launch of YouTube, various video applications began to explode. Microsoft launched its own series of Surface tablets, which placed more emphasis on entertainment attributes. Game manufacturers that work closely with Microsoft also launched many products for the tablet industry. game.

Microsoft's first Surface was a huge success, which led many manufacturers to plan to enter this field.

Matrix will also launch its own tablet next spring.

Compared with Matrix, Xiaomi is more flexible and their standards are not that high. Unlike Matrix, product launches must be far ahead of all current products before they are launched.

This is not to say that Xiaomi’s pursuit of quality is not as good as Matrix, but Xiaomi’s brand positioning makes it less stressful than Matrix.

This is like building cars in later generations. Apple also wants to build cars, but has been slow to enter the market due to pressure from its brand image, while Xiaomi has started taking action long ago.

"Unlike our competitors, we don't want to name it a mobile computer. That would be too uncool. It is not a supplement to a desktop computer or notebook. It is a brand new ecosystem, MIPad."

A picture of MIPad and some specific parameters appeared on the screen behind the big mouth.

“Like Xiaomi’s digital flagship, this product named MIPad 1 is divided into two versions: standard version and pro version, with sizes of 7.9 inches and 9.7 inches respectively.

Larger size means bigger battery and better battery life, while smaller size means easier portability.

Unlike other tablets, MIPad adopts brand-new technology. Without affecting the grip, we have compressed the frame of MIPad to 5.5 mm, which makes it so sexy compared with other tablets. "

“Looking purely from appearance, Xiaomi’s products do have a more technological feel.” Stephen commented.

In order to cooperate with Xiaomi and win Xiaomi's agency rights in Kangaroo Country and New Zealand, he has been in London during this period. Today he was invited to attend Xiaomi's press conference. Stephen came to attend the press conference in order to be able to Celebrate Big Mouth personally.

They can’t count on Europa’s agency rights. Judging from the results of previous business negotiations, Xiaomi’s strategy for Europa is direct sales.

In Xiaomi's internal comprehensive rating system, the importance of the Europa market is second only to mainland China and higher than Amerikan.Amerikan deducted points too seriously because of the stability aspect.

Stephen has used Microsoft's Surface. In terms of appearance, MIPad is much better than Surface.

Frank nodded: “With Newman’s control, the industrial design languages ​​of Xiaomi and Matrix have always been online.

Even their stores maintain a consistent industrial aesthetic style. "

Frank continued: "It's just that a company as large as Xiaomi found such a small venue for a press conference in London, with less than 200 people.

This is Xiaomi's first press conference at Microsoft. It seems that Newman was affected by the shooting incident at the press conference two years ago.

London is not San Francisco. "

The old money in Europe look down upon the upstarts in America.

Stephen: "Obviously Xiaomi hopes to speak for itself with its products, and the conference is just a show of strength to dealers."

Xiaomi mobile phones are directly operated in Europa, which means that all their stores are directly operated, but it does not mean that they only sell in directly operated stores.

Xiaomi also needs to rely on Europa’s online shopping platform and offline electronic product stores to sell its products.

Just relying on its directly-operated stores and official website, its customer base is limited after all.

After Dazui introduced some parameters of MIPad, he began to introduce the software ecosystem. His focus on the software ecosystem was the interaction between MIPad, Xiaomi mobile phones and Xiaomi computers.

Some Xiaomi official applications, such as notes, memos, music, photography and other functions are coordinated.

The product ecosystem built by Xiaomi is reflected through the interaction between a large number of applications and operating systems.

“接下来是定价，MIPad分别有16GB、32GB和64GB三个版本，他们的定价分别为459欧元、499欧元和559欧元。”

The pro version adds 100 euros to this price, which means that the minimum price of MIPad is 459 euros and the maximum price is 659 euros.

As a far-leading product equipped with a large number of advanced technologies, from the screen to the chip to the software ecosystem, everything is top-notch. The pricing of MIPad is even on the low side.

After all, the lowest price for similar products starts at 600 euros.

In fact, with such an expensive price, most of the profit after deducting costs from the price has to be paid to Europa.

After Xiaomi’s autumn conference, it took the lead in launching official sales in China and Europe.

The domestic price of MIPad starts at 3499 yuan, which is 100 euros lower than the Europa price.

"Our knife skills are still not sharp enough. In fact, 3G can be set as a distinguishing item.

It is divided into two versions, 3G+WIFI version and WIFI version, for sale. We can also further differentiate the price. After Dazui returned to China, Zhou Xin complained at an internal meeting of Xiaomi Group, "I'm just saying, let's not do this." "

This is Apple's patent. Its sharp knife skills and functions such as Smart Island can be your biggest selling point. It can only be enjoyed by the previous generation Pro, but it is commonplace in the later generation.

For example, the high refresh rate has not been released to ordinary models for a long time. When sales are not good, the high refresh rate will be released to ordinary models.

Compared with Apple, Xiaomi is too kind.

After the Xiaomi Mi Tablet was released, sales were only at a pretty good level thanks to Xiaomi's huge promotional resources. Europa sold 50 units in the first week, which was a little short of the expected 100 million units.

However, its online reputation is very good, especially among dual users of Xiaomi mobile phones and Xiaomi tablets. It is a model of word-of-mouth first.

“Xiaomi’s tablet is so easy to use, its pen input method is so smart, and its recognition accuracy is much higher than the pen that comes with Samsung Note.

Including the built-in drawing function, it made me regain the joy of drawing. "

"The interaction of some applications is very good. A large number of third-party professional software, combined with its stylus, can completely serve as a portable productivity tool in addition to a laptop."

"The operating experience is much better than other mobile computers. When I use other mobile computers, I have the illusion that I am using a handheld computer from ten years ago, while tablet computers feel like a product of the 21st century."

"It feels great to use a tablet and a smartphone together. I have a question, can Xiaomi also have a note series of mobile phones? Their stylus is much easier to use than Samsung's.

As a deep fan of the stylus operating mode, I really want to use a Xiaomi phone with a stylus. "

“Previously, mobile computer manufacturers have always said that too narrow borders would affect operating performance, so they could not make the borders narrower.

I didn’t see the Xiaomi tablet’s narrow frame affecting the control. On the contrary, such a narrow frame made my experience when watching videos much better. "

The tablet computer launched by Xiaomi has been well received around the world, and its sales have continued to climb with the explosion of praise, becoming another Xiaomi's flagship product.

At the same time, this unique product created by itself has also helped Xiaomi gain wider brand awareness and recognition around the world.

Apple has been able to dominate for so long because they have created new product categories one after another, such as smartphones, tablets, smart watches, true wireless headphones, etc. Every time they launch a product, industry manufacturers will follow suit and catch Apple.

Apple Squeeze Toothpaste is classified as Squeeze Toothpaste, but it plays a leading role in the promotion of product categories.This leadership effect has helped Apple create a brand image that other manufacturers cannot shake.

And now because Apple was acquired by Matrix, Zhou Xin plays the original role of Apple.

Competitors will not regard tablet computers as Xiaomi products. Whether Xiaomi or Matrix, they all have only one name, Newman series.

After the Xiaomi tablet was released, other manufacturers, especially Sony and Samsung, planned to launch their own tablets and let their development teams imitate the Xiaomi tablet system.

(End of this chapter)