In the current air-conditioning market, in addition to the original giants to consolidate the dominance of the hegemony, a group of new entrants are secretly accumulating power to try to "kill" a piece of heaven and earth. It is reported that recently, Xiaomi's "Mijia Internet Air Conditioning" was officially listed, focusing on intelligence. This is the third time that Xiaomi has entered the air-conditioning market. Today, the chairman of Xiaomi Group, Lei Jun, and the chairman of Gree Electric Appliances, Dong Mingzhu, have gradually gambled, and both sides have accelerated the pace of expansion in the other's territory. And Xiaomi insisted on entering the Gree hinterland, whether it can set off waves and spark the attention of the outside world. It is reported that through a series of operations, Xiaomi has introduced the "Gree + Changhong" team in its own air conditioning system. Three test water and air conditioning industry Professional team has been established In fact, this is not the first time that Xiaomi has entered the air-conditioning field. Xiaomi has already made two attempts. Three years ago, Xiaomi had joined the United States to launch i Youth Smart Air Conditioner. It is reported that although the two sides jointly launched air-conditioning products, they are still dominated by the United States. At the same time, the price of the product does not meet the positioning of the millet price killer, the response is flat. However, Xiaomi did not give up on the air-conditioning industry, which once again led the hands of the home appliance manufacturing giant Changhong. In August last year, Xiaomi invested in the ecological chain company Zhimi Technology released Zhimi air conditioner, the manufacturer is Sichuan Changhong. From the high price of this air conditioner, Xiaomi hopes to open the high-end air conditioner market. This air conditioner is only the beginning. It is reported that Xiaomi's cooperation with Changhong is not a simple OEM, but a joint development. The two sides will jointly set up a joint laboratory to completely define the appearance, structure and circuit of the air conditioner. Changhong Air Conditioning has also established a production line for Xiaomi's new brand. Lei Jun has repeatedly expressed his optimism about Changhong's strong manufacturing capabilities in public. According to industry insiders: "The foundry of Mijia Internet Air Conditioning is still Changhong." According to industry and commerce information, Xiaomi and Changhong have jointly established Zhongshan Hongyou Electric Appliance Co., Ltd., which owns 40% of the shares. The company's main business is the manufacture and sale of electrical appliances such as air conditioners. In fact, Xiaomi has long been interested in entering the air-conditioning industry. From its contract with the United States in 2014 to the introduction of Internet inverter air conditioners this year, Xiaomi has been in the air-conditioning field for at least five years. The industry believes: "Compared with the old air conditioner, Xiaomi's advantage is that it has an independent intelligent ecosystem. However, at present, the domestic air-conditioning market has already entered a mature stage, the brand is highly concentrated, and the market share is divided by the existing manufacturers. New entrants such as Xiaomi will face challenges." Xiaomi is so keen on the air-conditioning industry that it is not unrelated to speculation or gambling between Lei Jun and Dong Mingzhu. Because, shortly after the two people disclosed 1 billion yuan to gamble, Dong Mingzhu entered the field of mobile phones that Xiaomi was good at, while Lei Jun attacked Gree's "base camp" - the air-conditioning market by the Internet model. In order to make a contribution in the air-conditioning market, Xiaomi can also be described as a bloody one, and introduced a company in Gree. Earlier, it was reported that in order to expand the air-conditioning business, Zhimi Technology, which is responsible for Xiaomi's air-conditioning business, tried to collaborate with Gree's previous overseas sales business, Xiao Youyuan, a subsidiary of Gree's overseas sales business, to seek a joint effort. . Later, there are data showing that the legal representative of Zhuhai Sanyou is the co-founder of Xiaomi and the head of the Xiaomi ecological chain. This company with Gree background technology is actually a wholly-owned subsidiary of Xiaomi. In terms of foreign investment, Zhuhai Sanyou and Zhongshan Changhong Electric jointly established Zhongshan Hongyou Electric Appliance Co., Ltd., while holding 40% of the company's shares is actually Zhuhai Sanyou. It should be noted that Changhong is the foundry of Zhimi Air Conditioning. Today, the "1 billion gambling bureau" from Lei Jun and Dong Mingzhu expires, and less than four months, Lei Jun has accelerated its movement in the air-conditioning industry. Marketing expert Hong Shibin believes: "Marketing is the strength of Xiaomi and Gree, one is known online, and there is an advantage under the online. At present, Xiaomi is still lacking under the line. And Xiaomi enters the air-conditioning industry or more to improve its smart home. The consideration of the industrial chain system." Squeeze the "single bridge" How big is the space? In fact, not only Xiaomi, in the past two years, many companies have taken a fancy to the air-conditioning industry and have crossed the border. Haier previously announced the expansion of production capacity in air conditioners, and the construction of intelligent manufacturing bases in Hefei and other places. Suning, Gome and other home appliance retailers have also entered the air-conditioning market by renting foreign brands. JD.com has also entered and deployed the field of household electrical appliances with its own brand. It has also been said that it may enter the field of electricity and other household appliances at any time. However, how big is the cake in China's air-conditioning market? The industry believes: "At present, China's air-conditioning market is still in a round of 'continuously bigger' channels, but the market growth rate has slowed down. The 'siphon effect' of the air-conditioning market in China's home appliance industry is becoming more and more attractive. A large number of speculators and manufacturers have entered the market. The current air-conditioning market seems to be prosperous, but a lot of risks have emerged. The Qianjun Wanma has squeezed the air-conditioning 'single bridge', the competition in the air-conditioning industry will intensify in the future, the polarization of enterprises will be serious, and the industrial boundary will continue. Fission." 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