【上】為什么小米手機配置非常高，價格卻如此便宜?看外國網(wǎng)友解析小米的商業(yè)模式

原創(chuàng)翻譯：龍騰網(wǎng) http://www.ltaaa.com 翻譯：磨刀不誤砍柴工 轉載請注明出處

Gaurav Gupta
Have you ever seen a Xiaomi advertising on-
1. A roadside billboard.
2. Between your TV programs.
3. In radio shows.
4. On random websites.
Xiaomi saves all this MARKETING money to save the cost of their products, instead they have a subtle and clever way of advertising-
By announcing the “online shopping” days where the items comes with some freebies or they sell for 1$ .
Till late they did not have any dedicated physical stores present in any place except for China. Imagine the amount of money saved by not promoting your brand on TV and not employing people to manage your stores and managing all your sales online.
If you have ever been to their service center, they have a clever but practical approach there - they will rarely “repair” your device if you go to their service center. If the device is under warranty, they will replace it with a new one in most of the cases.
As per the stats, less than 10% of consumers need to go to service centers during the warranty period. If the number is so low, and you have a huge production where you can easily re-use the parts of faulty units, why bother to hire people to repair them?
Another reason - They are made / assembled and owned by Chinese. Which means lower investment costs because of huge
scale of production.

你見過小米在以下地方做過廣告嗎
1.路邊的廣告牌
2.你看的電視節(jié)目
3.電臺節(jié)目
4.在任意的網(wǎng)站上
為了節(jié)省產(chǎn)品成本，小米節(jié)省了所有這些營銷資金，相反，他們有一個巧妙和聰明的廣告方式—
在“網(wǎng)上購物”日期間，宣布這些商品會附送一些免費贈品或僅以1美元的價格出售。
之前除了中國，他們在其他地方都沒有專門的實體店，直到最近才開始在海外設立實體店。想象一下，不通過電視宣傳你的品牌，不雇人管理你的實體店，不管理你所有的在線銷售，能省下多少錢。
如果你去過他們的服務中心，他們有一個聰明但實用的方法—如果你去他們的服務中心的話，他們很少會“修”你的設備。如果設備在保修期內，他們會在大多數(shù)情況下更換一個新的。
根據(jù)統(tǒng)計，只有不到10%的消費者在保修期需要去服務中心。如果數(shù)量如此之少，而且你有一個龐大的生產(chǎn)基地，在那里你可以很容易地重復使用有問題的部件，為什么還要雇人來修它們呢？
另一個原因—它們是由中國人制造/組裝的，因為巨大的生產(chǎn)規(guī)模意味著更低的投資成本。

Mukund Kumar
They keep a 5% profit margin on hardware and try to make more money on internet services.
Instead of making high profits on hardware, Xiaomi aims to make its money after they sell their hardware.
In China, Google and its services are banned, which rendered a need for a Chinese equivalent.
Xiaomi decided to step up and it makes many services similar to Google’s. For example, Mi Cloud replaces Google Drive and Google Photos. You can pay to expand your Mi Cloud storage as you can for Google Drive. Xiaomi has its own browser, forecast service, calendar, cloud and many other services, half of which you probably haven’t even heard of.
These apps don’t compete outside China as Google apps reign supreme. Almost all their users come from the company’s motherland.
Further, MIUI does everything in its power to be a revenue stream for the company. When you make a folder on your home-screen, there’s a small checkbox that is checked by default. This checkbox, when checked, will display ads on the folder for apps that relate to the apps in the folder.
This is another one of Xiaomi’s small internet services and you can find many more examples of Xiaomi’s internet services throughout MIUI.
Due to the fact that Xiaomi’s profits are made off services that it delivers through its devices, it is inclined to keep these devices upxed with the latest version of Android and cool features that MIUI comes with. That’s why there are people who bought a Mi 2 in 2012 and use it to this day. The Mi 2 is well over 5 years old and it runs the latest version of MIUI. If you don’t feel like that’s unorthodox for an Android phone, you’re not mistaken. Xiaomi sells well specced hardware and upxes it for a long time, unlike most other companies, which will intentionally sabotage a product’s user experience in order to push the user to buy the newer product. Lenovo is known to do this.
All this boils down to one question.
Does it work?
The answer is a strong “kinda”.
China is the only place the business model has really been proven to work because Google services are banned in China. As for the international market, there are a few vulnerabilities.
For one, I don’t see why anyone would choose something like Mi Cloud over Google Drive. People prefer to use Google services over Chinese ones. Mi services are largely seen as shady things anyway.
Xiaomi made this poll not too long ago and embarrassingly enough, Android One got more votes than MIUI. To add insult to injury, the company dexed the poll.
Going on, there’s a problem with their idea of making money off transactions. Most of the phones Xiaomi sells are budget ones. People who buy cheap phones will probably use free apps and services with them. That leaves Xiaomi with only advertisements to make money off of and many people will agree with me when I say it’s a bad idea to implement advertisements into a phone’s UI.
Xiaomi has an interesting business strategy, however the company’s business model is not effective outside China in its current state.

他們在硬件上保持5%的利潤率，并試圖在互聯(lián)網(wǎng)服務上賺更多的錢。
小米的目標是在出售硬件后賺錢，而不是在硬件上賺取高額利潤。
在中國，谷歌的服務是被禁止的，這就需要一個中國版的谷歌。
小米決定加快步伐，推出了許多類似谷歌的服務。例如，小米云取代了谷歌云端硬盤和谷歌照片。你可以花錢來擴展你的小米云存儲，就像你花錢買谷歌硬盤一樣。小米有自己的瀏覽器、預報服務、日歷、云服務和許多其他服務，其中一半你可能都沒聽說過。
這些應用程序在中國之外沒有競爭力，因為谷歌應用程序占據(jù)了主導地位。幾乎所有的用戶都來自中國。
此外，MIUI系統(tǒng)盡其所能成為公司的收入來源之一。當你在主屏幕上創(chuàng)建一個文件夾時，默認情況下會有一個小的復選框被選中。選中此復選框后，將在文件夾中顯示與文件夾中的應用程序相關的廣告。
這是另一個小米的小型互聯(lián)網(wǎng)服務，你可以找到更多的例子，小米的互聯(lián)網(wǎng)服務貫穿整個MIUI系統(tǒng)。
由于小米的利潤來自于通過設備提供的服務，它傾向于讓這些設備更新到最新版本的安卓和MIUI附帶的酷炫功能。這就是為什么有些人在2012年買了一臺小米2，并一直使用到今天的原因。小米2已經(jīng)有5年多的歷史了，它運行的是最新版本的MIUI。如果你覺得這對于安卓手機來說是正常的，那你就錯了。小米銷售優(yōu)質的硬件，并長期更新，不像大多數(shù)其他公司，故意破壞產(chǎn)品的用戶體驗，以推動用戶購買新產(chǎn)品。聯(lián)想就是這樣做的。
所有這些歸結為一個問題。
這種方法奇效嗎？
答案是“有點用”。
由于谷歌服務在中國是被禁止的，中國是唯一一個證明此種商業(yè)模式真正有效的地方。至于國際市場，還存在一些缺陷。
首先，我不明白為什么有人會選擇小米云而不是谷歌云硬盤。人們更喜歡使用谷歌服務。不管怎樣，Mi服務在很大程度上被認為是不受待見的。
小米在不久前做了這個調查，令人尷尬的是，Android One（備注：Android One是由Google開發(fā)的低端智能手機）比MIUI獲得了更多的選票。更糟糕的是，該公司刪除了此次投票。
緊接著，他們想從交易中賺錢的想法出現(xiàn)了問題。小米銷售的大部分手機都是低價手機。購買廉價手機的人可能更會使用免費的應用程序和服務。這使得小米只能靠廣告賺錢，當我說在手機用戶界面中加入廣告是個壞主意時，許多人會同意我的看法。
小米有一個有趣的商業(yè)戰(zhàn)略，但是該公司的商業(yè)模式在中國以外的地方并不奏效。

Anant Yash
They aren''''t anymore.
Back when Xiaomi hit Indian market they were offering phones with pretty remarkble hardware for the cost. Back then Micromax ruled the market. What they did was buy phones from Chinese manufacturers in huge batches and rebranded them. They were still way cheaper than Samsung or Sony so people bought them. Their phones didn''''t have a lot in common as they didn''''t have much control over the manufacturing process. They rarely used Qualcomm chips if at all. So when Xiaomi first came to Indian market there was no other company that could go tow to tow with them in terms of price to hardware ratio.
Now things have changed. There are many other brands that match Xiaomi in hardware and price - Lenovo, Motorola, Huawei.
Where MI is still better than the rest is the sub 10,000 market. They pay more attention to this segment than any other company and compensate the low margin per unit by consistently selling millions of units every month.
I think what I am trying to say can be summed up with this.
I recently bought a Lenovo P2 for 13k. Spec wise it''''s almost similar to redmi note 4 which is 11k. For the extra 2k I got a better display (AMOLED) and a better battery (5100mah).
2 Years ago when redmi note 3 was launched there was no phone that came close to it''''s performance even if you spent 3k extra.
3 Years ago the competition was virtually non existent. If you were buying a budget smartphone you were buying Xiaomi (or regretting not buying Xiaomi)
My point being that the competition is catching up and Xiaomi is no longer the only choice for budget smartphones.
It is still one of the better ones.

他們再也不是了。
當小米進入印度市場時，他們提供的手機硬件成本非常驚人。那時Micromax（印度手機品牌）統(tǒng)治著市場，他們所做的就是大量購買中國制造商生產(chǎn)的手機，然后重新給它命名，它們仍然比三星或索尼便宜得多，所以人們買了它們。他們的手機沒有太多的一致性，因為他們對生產(chǎn)過程沒有太多的控制權。他們很少使用高通芯片。所以當小米第一次進入印度市場時，沒有其他公司能夠在價格與硬件的性價比上與他們保持一致。
現(xiàn)在情況變了。在硬件和價格方面，還有許多其他品牌可以與小米匹敵—聯(lián)想、摩托羅拉、華為。
小米仍然優(yōu)于其他公司的地方是在低于1萬的市場。他們比其他公司更關注這一細分市場，并通過每月持續(xù)銷售數(shù)百萬套產(chǎn)品來彌補每一套產(chǎn)品的低利潤率。
我認為我想說的可以用這個來總結。
我最近花了一萬三買了一臺聯(lián)想P2。規(guī)格方面，它幾乎類似于售價一萬一的紅米NOTE 4。對于額外的兩千，我得到了更好的顯示屏（AMOLED屏幕）和更好的電池（5100mah）。
兩年前，當紅米note 3發(fā)布時，即使你多花了3千，也沒有一款手機的性能接近它。
3年前，這種競爭幾乎不存在。如果你想買的是廉價智能手機，要么你買的是小米（或者后悔沒買小米）
我的觀點是，競爭正在迎頭趕上，小米不再是廉價智能手機的唯一選擇。
但它仍然是最好的選擇之一。

Abhishek Pandey
To answer this question i will share a situation with you.
When i was preparing for my JEE that time I was also taking private tution from a Physics teacher for few months.One day I reached early morning at my class and since sir had not came i started reading Dainik Bhaskar newspaper. At the front page of Dainik Bhaskar i noticed a small strip of advertisement of Xiaomi Redmi Note 5. I didn''''t took that seriously.After a while Sir came and he started reading newspaper.Then he asked me why Xiaomi Brand is so popular and cheap in India. I gave some lame points to answer the question.
But in the middle Sir stopped me and told me that if you want to know the answer of this question then you will also have to think like Xiaomi.
Xiaomi has done a good analysis of Indian Market similar to Micromax but Micromax has a short sighted view of Indian Market.
Xioami got a right view that majority of Indian people want Quantity rather than Quality in hardware sector.
So it started giving its smartphones with high end software but low end hardware.Like Xiaomi regularly gives high end processors but it when it comes to screen they do not use good and upxed gorilla glass.
But the major thing sir told me about advertisements.He told me that Xiaomi does not spend its money in ads.Rather in place of ads it regularly gives upxes to its phones.Here Micromax was left behind Xiaomi as Micromax also gave good phones but rarely gave upxes to their phones.Due to this Micromax customer developed a outdated view of Micromax whereas Xiaomi doesn''''t let its customers cut from latest softwares upxes.Now Micromax is past and Xiaomi is present.
Xiaomi spends very less amount of money on ads. Another masterstroke from Xiaomi was the false Made in India brand. In reality the parts were exported from china and they were assembled in India.
But the Indian masses are so obbesesed with Make in India brand that they developed a thought that Xiaomi is promoting Made in India and also prove to be a plus point for Xiaomi.
Similarly there are many small reasons also but they not worth discussing. Xiaomi offers cheap phones and their per phone''''s profit is also less than other companies.
I hope U like the answer.

為了回答這個問題，我將與你分享一個事情。
當我準備聯(lián)合入學考試的時候，我接受了物理老師幾個月的私人輔導。有一天，我一大早就去上課了，因為老師沒有來，我就開始讀《巴斯卡日報》。在巴斯卡日報的頭版上，我看到一小條小米紅米Note 5的廣告，當時我沒太在意。過了一會兒，先生來了，他開始看報紙，然后他問我為什么小米品牌在印度如此受歡迎以及如此便宜。我給出了一些站不住腳的觀點來回答這個問題。
但是在中間的時候，先生打斷了我，告訴我如果你想知道這個問題的答案，你也必須像小米一樣思考。
小米對印度市場的分析與Micromax類似，但Micromax對印度市場的分析是短視的。
小米有一個正確的觀點，在硬件方面，大多數(shù)印度人想要的是數(shù)量而不是質量。
因此，該公司開始為其智能手機提供高端軟件和低端硬件。就像小米經(jīng)常提供高端處理器，但當涉及到屏幕時，他們不使用優(yōu)質且最新的大猩猩玻璃。
但是，先生告訴我的主要事情是關于廣告的。他告訴我，小米不會把錢花在廣告上，而是定期更新它的手機來取代廣告。在這里，Micromax被拋在了小米之后，因為Micromax也提供不錯的手機，但很少更新他們的手機。由于這個原因，Micromax的客戶認為Micromax已經(jīng)過時了，然而小米會讓它的客戶持續(xù)體驗到最新的軟件更新?，F(xiàn)在Micromax已經(jīng)成為過去式了，小米已經(jīng)上場。
小米花在廣告上的錢非常少。小米的另一個妙招是印度制造。實際上，這些零配件是從中國進口的，在印度組裝。
但印度大眾對“印度制造”品牌如此著迷，以至于他們認為小米是在推動“印度制造”，也證明了這個也可以作為小米的一個加分點。
同樣地，也有許多微小的原因，但他們不值得討論。小米提供廉價手機，每部手機的利潤也低于其他公司。
我希望你喜歡這個答案。