If the valuation exceeds 1 billion US dollars, four companies in the Xiaomi Ecological Chain have become unicorn companies: Huami Technology, Zhimi Technology, Ninebot and Ziimi Technology. Has the valuation of Xiaomi fallen? This issue depends not only on whether the millet that has fallen to the bottom of the valley can fully rebound, but also how Xiaomi’s investment in the ecological chain is doing. A person familiar with the internal affairs of Xiaomi once explained that the future millet can be understood as: Xiaomi mobile phone (including millet tablet), Xiaomi TV (including millet box) and Xiaomi router three major hardware core product lines are "the first millet", MIUI and the mobile Internet content and service ecology it builds are equivalent to the “second milletâ€, and the 100 companies that Xiaomi plans to invest in the eco-chain will become the “third milletâ€. From Xiaomi mobile power, Xiaomi bracelet, balance car to purifier, trolley case, to sweeping robot... Two and a half years, what is the layout of Xiaomi in the ecological chain? From headphones to sweeping robot Xiaomi’s investment in the ecological chain dates back to the end of 2013. At that time, Xiaomi Company established an eco-chain team, which was mainly responsible for investing in intelligent hardware companies. The specific method was to copy the millet model to 100 companies. Xiaomi still focuses on the three core businesses, one is the mobile phone (tablet), the second is the TV (box), and the third is the router. The first eco-chain company invested by Xiaomi is Jiayi Lianchuang. At that time, under the invitation of Xiaomi founder Lei Jun, Xie Guanhong, who was the youngest general manager of Foxconn, chose the direction of the headset, and created a joint Mickey 1MORE, with a millet piston headset out of the market. The stone technology that created the sweeping robot is the latest ecological chain company announced by Xiaomi. On August 31, Liu De, co-founder and vice president of Xiaomi Company and head of Xiaomi Ecological Chain, commented on the reporters including the “First Financial Dailyâ€, which is the most complicated product in the Xiaomi ecological chain, involving more than 1,200. Parts and 113 sets of molds. The founder of this company is the former Baidu map product leader and Baidu magic figure wizard CEO Chang Jing. He also leads executives from Huawei, Intel, and iRobot. Among them, Zhang Zhizhen, co-founder of hardware, is one of the founders of Huawei's mobile phone team. Wu Zhen, the co-founder of software, has 10 years of software development experience at Intel and Microsoft. He is an expert in embedded and artificial intelligence technology. They said that the sweeping robots, which were built with two years of research and development time, can construct room maps in real time through the real-time positioning and map construction algorithms used in the technology of driverless cars to make the most reasonable cleaning route planning. This benchmark iRobot sweeping robot costs 1699 yuan. Behind a series of ecological investments, Lei Jun once said that Xiaomi is not a pure investment startup company. The ecological chain investment is the value, methodology and existing resources of Xiaomi's export products, including e-commerce platform, marketing team and brand. Establish an "aircraft fleet" around yourself. Until March of this year, Lei Jun announced the strategic upgrade of the Xiaomi ecological chain to launch the "Mijia", carrying the upgrade and landing of Xiaomi's smart family strategy. Liu De announced the data of Mijia APP for the first time: As of August 2016, Xiaomi Ecological Chain has released 37 smart products, and Mijia APP (formerly Xiaomi Smart Home APP) has nearly 40 million devices, which is active daily. The number of users exceeds 5 million. "Group" mode According to the latest data, in the past two and a half years, Xiaomi has invested in 55 companies, including Xiaomi Air Purifier, Fang Zhimi Technology, Xiaomi Water Purifier, Fang Yunmi Technology, etc. 29 companies are from Xiaomi from zero. Start hatching. According to data released by Xiaomi in March this year, 7 of the 29 companies have annual revenues of over 100 million yuan, 2 companies have annual revenues exceeding 1 billion, and Zhimi Technology's air purifiers have sold more than 1 million units a year. , Zi Mi Technology's total mobile power sales exceeded 46.9 million, and the total sales of Huami Technology's bracelets exceeded 18.5 million. And if the valuation exceeds $1 billion, four companies in the Xiaomi Eco-chain have become unicorn companies: Huami Technology, Zhimi Technology, Ninebot and Ziimi Technology. Among them, Huami Technology has made an explosion of "Millet Bracelet", and recently launched Amazfit's own brand, a smart watch with a price of 799 yuan; Zhimi Technology, which specializes in Xiaomi Air Purifier, said that it completed the B round of financing, valuation 1 billion US dollars; Zi Mi Technology is another manufacturer of Xiaomi mobile power supply for Xiaofeng, which is said to sell 20 million units a year. The highest valuation is the balancing car company Ninebot, which acquired the American Segway, the originator of the balance car. In August of this year, Xiaomi's ecological chain hatched the first company to land on the new three board: Xiaomi's power line manufacturer Qingmi Technology's parent company will be listed in the future. As a member of the eco-chain company, Huang Wei, CEO of Huami Technology, said in an interview with reporters including the “First Financial Daily†that during the meeting with Liu De, everyone summarized the cooperation model of the Xiaomi ecological chain as The mode of "grouping", for example, the Huami smart watch needs to find a Bluetooth headset, and naturally finds the addition of a headset to the Xiaomi ecological chain. “The trust in such resources and cooperation is high.†In Liu De's view, the positioning of Xiaomi's ecological chain is between MUJI and Apple. The nature of Xiaomi Ecological Chain is a kind of "strategic alliance", and everyone is a "brother company." On the one hand, "brothers" are embodied in each other's amplifiers. Xiaomi provides the branding possibilities for the start-up eco-chain enterprises, while the eco-chain uses products to magnify the vision of Xiaomi to create new domestic products; on the other hand, it forms the brand matrix. He takes the bamboo forest as a comparison—the single bamboo has a short life cycle, forming a bamboo forest, and the roots spread to each other, which can achieve internal metabolism and become more stable. The Xiaomi ecological chain plan is to find bamboo shoots. "For the current Xiaomi, the growth of eco-chain enterprises is particularly important," Zhang Yi, chairman of Ai Media Group, said in an interview with the media that well-developed enterprises can not only contribute cost sources to Xiaomi, but also to Xiaomi. Said to have the role of enhancing confidence. And Xiaomi's resources serve as a “booster†for these eco-chain companies. However, when these eco-chain companies grow from "bamboo shoots" to "bamboo", in addition to copying the millet model, they have to consider how to solve the excessive dependence on Xiaomi sales channels and user resources. For example, the Huami Company, which once created the "explosive" millet bracelet, held high and high after the initial success. It is gradually removing the "millet" brand and establishing an independent brand Amazfit. Taking Qingmi Technology as an example, the company's previous plug-in board products and data line products sold through Xiaomi Technology Channel (including Xiaomi Mall, Jingdong/Tmall Millet Flagship Store, etc.) accounted for more than 99% of the total sales. It has already been aware of this risk and said that it will continue to explore new product sales channels in the future to reduce its dependence on Xiaomi Technology.
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