OEM and OEM have constantly questioning, and Xiaomi mobile phones have plummeted

Flower Finance Original

With an annual speech, Lei Jun fired again on the entire network.

When talking about Xiaomi, Xiaomi was 12 years old.

The three major iron laws of Xiaomi are: "technology -based, cost -effective is the coolest product."

After 500 days, the latest progress of Xiaomi autonomous driving technology has also been officially announced.

From smart phones to smart electric vehicles, Xiaomi is obviously continuously extending business scenarios.

But there are still many people who do not buy such Xiaomi.

For example, whether Xiaomi's mobile phone sales have plummeted or Xiaomi's autonomous driving technology is spit out without any surprises and highlights, Xiaomi should not be deified.

Sales plunge

On August 11, Lei Jun delivered the "2022 Lei Jun Annual Speech", telling his feelings of crossing his trough.

Talking about the founding Xiaomi, Lei Jun said that the first step must be done first, and the first step is also very smooth. In less than a year, it became the hottest mobile phone enthusiast forum.

To this day, Xiaomi mobile phones have also stabilized the top three of the global smartphone sales list, following Samsung and Apple.

But the malls are often fickle, and now Xiaomi mobile phones have gradually started to sell.

According to the market research agency Strategy Analytics released a report, the total global smartphone shipments in the second quarter were 291 million, a year -on -year decrease of 17%.

However, Samsung and Apple sat in the top two, and still achieved steady growth.

Samsung topped the list with 62.5 million shipments, with a market share of 21.5%, an increase of 9.5%year -on -year. Apple ranked second with 47.5 million shipments, with a market share of 16.3%, an increase of 3.3%year -on -year.

However, Xiaomi, who lives in the third in the industry, has a large decline in shipments.

In the second quarter, Xiaomi ranked third with 39.5 million shipments, with a market share of 13.6%, a year -on -year decrease of 25.2%. This decline has exceeded the industry average.

Xiaomi CFO Lin Shiwei once stated that "with the shortage of supply, with the help of 618 in the domestic market, Xiaomi smartphone shipments will usher in increase."

Unfortunately, the result of 618 is "applauding".

On the second day after 618, Xiaomi announced the 618 record in 2022. The overall channel sales exceeded 18.7 billion, compared with the 618 -breaking sales data of last year, a significant decline was declined.

And last year's statistics were just online sales. This year's 18.7 billion included Xiaomi House. If you minus offline channels, the record of 618 Xiaomi this year may be even more bleak.

The sales volume is not available, and Xiaomi ushered in the performance financial report of double revenue and profit.

According to the first quarter of the 2022 financial report released by Xiaomi Group, the current total revenue was 73.35 billion yuan, a year -on -year decrease of 4.6%; the adjustment of net profit was 2.86 billion yuan, a significant decline of 52.9%year -on -year.

In the severe situation of Waterloo, it is not difficult to see Xiaomi's bureau.

OEM, OEM, Xiaomi Innovative Insufficient Innovation

The weakness of innovation is accused of being an important factor in the entire smartphone industry.

Since Apple released the first full -screen mobile phone iPhoneX in 2017, the smartphone has not appeared in a stunning innovation function for 5 years.

Insufficient innovation cannot arouse the impulse to change the machine for consumers, and the transition cycle of smartphones is constantly stretched.

The faces that Xiaomi shows in the market can better reflect the disadvantage of Xiaomi's insufficient innovation.

Earlier, Lei Jun disclosed on his personal Weibo that as of the end of 2021, Xiaomi had obtained a global authorized patent of 25,000+ and the number of patent applications for review was 20,000+.

However, compared with the number of global patent authorization announced by OPPO, as of the end of March 2022, OPPO global patent applications exceeded 77,000, and the number of global authorizations exceeded 38,000. The number of patents of Xiaomi is obviously not dominant in peers.

The outside world has not been friendly to Xiaomi for a long time.

First, it is believed that Xiaomi products are low -end; the second is that Xiaomi's products are produced by foundries and are OEM. They believe that Xiaomi has no technology.

Regarding the problems of foundry and OEM, there were also markets that the Xiaomi rice cooker, which sold millions of million, was actually OEM products.

According to*ST Deao responding to investors in the interactive platform, there are three millet rice cookers on the market, two of which are the company's ODM (original design manufacturer) products.

According to the*ST Deao, that is to say, Xiaomi rice cooker is designed+production by*ST Deao, and Xiaomi is just OEM.

In this regard, some netizens said, "using the brand to make money, Xiaomi is now unreasonable."

It is worth noting that the Antarctic people had previously stood on the cusp of public opinion because of the "OEM" and were accused of crazy overdraft brands.

For example, some products with mediocre sales volume, just stick to the sign of the Antarctic people, will rise sharply. But at the same time, its product quality is uneven.

Since Xiaomi's products are basically produced by foundries and are OEM, Xiaomi's product quality problems are not a minority.

There are many consumers feedback on the black cat complaint online, and Xiaomi mobile phones have a variety of quality problems. Another consumer said that the Xiaomi air purifier products have defects, fan blades cannot be cleaned, and so on.

A TV product of Xiaomi's product model "EA70" has previously occurred twice on the screen, causing many public opinion questions. As of August 15, 2022, on the Black Cat Complaint Network, the relevant complaints about Xiaomi have accumulated more than 40,000.

As a former user of Xiaomi Mi 3, I also clearly remember their own experience. Card machines, heat, battery drum bags, etc. The quality of Xiaomi mobile phones can be said to be a lot.

R & D strength is not enough

In the mobile phone industry to enter the stock competition, Xiaomi has gradually focused on smart cars.

On March 30, 2021, Lei Jun threw the ultimate topic of cars at the Xiaomi Spring Conference, and the atmosphere in the field reached a climax.

Lei Jun said, "Xiaomi Automobile will be the last major entrepreneurial project in my life. I know what to make decisions. I am willing to bet on all the accumulated records and reputation of my life and fight for Xiaomi Automobile!"

After 500 days, the latest progress of Xiaomi autonomous driving technology has also been officially announced. It adopts the technical layout strategy of full -stack self -development algorithm, capable of covering high -speed, urban areas, parking lots and other scenarios, and has an innovative parking service integrated plan.

However, the actual video of the autonomous road test displayed by the audience from Xiaomi pointed out a lot of shortcomings.

Among them, the video shows the status of the test car more completely, covering the three major auxiliary driving scenes of "cities, high -speed, parking", but autonomous driving technology can only be considered as the industry's conventional level, and there are no surprises and highlights.

What needs to be vigilant is that the track of smart cars is becoming more and more crowded.

According to the company's investigation data, after 2019, the number of new energy vehicles related to new energy vehicles increased sharply. In 2021, 180,000 newly increased, an increase of 111.63%year -on -year, and there were as many as 452,000 new energy vehicles.

However, Lei Jun shouted in his speech: "Goal to enter the first camp in 2024."

Nowadays, in the competitive track and the autonomous driving technology is not significantly differentiated, Xiaomi may need to increase its efforts to fight hard.

Lei Jun said, "Xiaomi invested 3.3 billion yuan in R & D expenses in the first phase of the autonomous driving field, and has established a R & D team with a scale of over 500 people. The overall size of the team is expected to exceed 600 people at the end of the year."

But at present, compared to the front -line models, Xiaomi's research and development level is still backward.

As of the end of 2021, Weilai, ideal, and Xiaopeng R & D expenditure were 4.591 billion yuan, 3.286 billion yuan, and 4.114 billion yuan, respectively; the number of R & D personnel was 4809, 3,415, and 5,271, respectively.

It is true that Xiaomi has no advantage whether it is R & D or R & D personnel.

For Xiaomi, which starts late and has no highlights at the R & D level, how to rush into the "first camp" in a short period of time, the uncertain factors are obviously increasing.

But I have to say that Xiaomi's marketing is very strong. Previously, Xiaomi mobile phones were questioned in "hunger marketing". So the question comes, will Xiaomi Motors go out through Xiaomi's strong marketing in the future?

What needs to be vigilant is that if innovation is insufficient, can it be long -lasting?

In the era of scientific and technological innovation -oriented, perhaps enterprises should continue to increase the tackling of product quality, which is the hard power of the enterprise, and then we can continue to impress consumers.

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