As the shopping season of National Day is approaching, Xiaomi’s offline channel, Xiaomi’s Home, stated on its official Weibo that more than 100 Xiaomi’s homes were opened in a single day on September 26, showing that it is working hard to make up for the shortcomings of offline channels. To promote the sales of mobile phones and other products.
In the online mobile phone market, Xiaomi mobile phones seem to have seen hope of a rebound. In the online high-end mobile phone market in the first half of this year, the sales of Xiaomi Mi 10 and Redmi K30 Pro surpassed Huawei's P40 and Honor 30 series, showing that it has made major breakthroughs in the high-end mobile phone market. Shipments continued to decline.
However, in the third quarter, Xiaomi’s mobile phone in the domestic online mobile phone market seems to be expected to stabilize and rebound. According to data from an e-commerce company in August, six of the top ten hot-selling mobile phones were included in the list. Its low-end phones Redmi K30 and Red The Mi 9's entry into the list shows that it has also established a firm foothold in the low-end mobile phone market.
In contrast, only three mobile phones of rival Huawei’s mobile phones entered the top ten on the list, while none of his mid-to-low-end mobile phones were included in the list. Mid-to-low-end mobile phones accounted for a large proportion of the two mobile phone companies Huawei and Xiaomi. The Honor brand has been suppressing Xiaomi in the mid-to-low-end mobile phone market. Today's signs show that the online mobile phone market for Huawei mobile phones is indeed in decline, and the dawn of a rebound in the online mobile phone market for Xiaomi mobile phones has emerged.
The industry knows that more than 70% of the mobile phone sales in the Chinese market are completed through offline channels. Although the online mobile phone market for Xiaomi phones has seen the light, it still needs to make up for the shortcomings of the online and offline channels to achieve a rebound in overall shipments. board.
As early as 2016, Xiaomi started the construction of offline channels. By 2018, it has built 586 Xiaomi homes. However, this is in line with Huawei’s Thousand County Plan and the 100,000 offline retail stores calculated by vivo and OPPO. The ratio is still far worse. It is the weakness of offline channels that has caused the shipment of Xiaomi mobile phones in the domestic market to decline for two consecutive years.
Now Xiaomi has begun to realize the importance of offline channels, and opened 100 Xiaomi homes in one day, which shows that it attaches great importance to strengthening the construction of offline channels. Xiaomi's daring to do this is that it already has strong financial strength. In 2019, its revenue has reached 200 billion, and its cash reserve is more than 50 billion. Sufficient cash gives it enough confidence to promote the construction of costly offline channels.
In addition, the reason for promoting Xiaomi to accelerate the construction of offline channels is that it has seen that Huawei mobile phones will decline to make room for the market. Facing this opportunity, the industry chain has reported that Xiaomi and OPPO are adding orders to fill the gaps in Huawei mobile phones. , This has also become one of the factors for Xiaomi to accelerate the construction of offline channels.
Xiaomi once achieved a rebound through offline channel construction in 2016 and 2017, but then due to the competition of Huawei, OPPO, and vivo, the rebound failed. This time, under favorable conditions to promote offline channel construction, Xiaomi mobile phones may truly usher in The moment when the volume rebounds.
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