Xiaomi "food" selling furniture?
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On April Fool's Day 2015, a rumor about Xiaomi's launch of 9999 yuan of whole house furniture triggered a stir in the industry. In 2017, Xiaomi launched the "Elves Tree" furniture. The one-bedroom house furniture package only cost 5,999 yuan. It was later confirmed that the "Elves Tree" was a new brand, and it was a "millet-style furniture" rather than a "millet furniture."
"Millet furniture" has received much attention, and Xiaomi officials are constantly rumoring. Lei Jun has repeatedly said that Xiaomi is a highly focused company, does not do home improvement, does not get involved in real estate, will be highly focused on three categories of five products. However, some people have discovered that the official mall of Xiaomi has quietly appeared soft furniture such as sofas and mattresses .
Xiaomi finally reneged?
Xiaomi enters the furniture market ?
When it comes to Xiaomi, the first thing we think of is the mobile phone it sells at a low price, and the huge fan base. At the same time, its price attracted many domestic consumers, and it also cast a blockbuster on the mobile phone market. In just a few years, it changed the development direction of the domestic smart phone market.
This is one of the reasons why the public is so concerned about "Millet Furniture." Today, Xiaomi has formed a stable fan base, combined with its unique industrial chain, channel management advantages, etc. Once the millet furniture is introduced, the millet effect caused by it is immeasurable.
In June of last year, Xiaomi opened the furniture crowdfunding in the Mijia APP – 8H independent bag spring fabric sofa, which has three price points of 999 yuan, 1699 yuan and 1999 yuan respectively, and raised 400,000 yuan in ten minutes.
Today, we are on the official website of Xiaomi Mall. We can also see this fabric sofa in the surrounding area. The lowest price is 1199 yuan. You can find the latex pillow and mattress sold by Xiaomi Mall, and also the 8H prefix. In fact, in 2015, Xiaomi has launched a sleep product crowdfunding program. 8H (Fun Sleeping Technology) is a software furniture brand that focuses on fabric technology innovation and design and construction innovation. In other words, this is still not the “millet furniture†that the public expects.
Is that millet just providing an online sales channel for this brand?
The layout of the ecological chain, the goal of Xiaomi has long been clear
On the 8H official website, we clearly see such a statement: 8H (Fun sleep technology) is the Xiaomi ecological chain enterprise.
Xiaomi Ecological Chain is an intelligent hardware incubator based on enterprise ecology. The investment in Xiaomi's ecological chain mainly focuses on the following six directions: mobile phone peripherals, smart wearable devices, intelligent white electricity, geek cool games, lifestyle, and at present, the millet ecological chain begins around the Xiaomi user group. Investment, the number of its subsidiaries has been very large, and many of them are regarded as "window enterprises" by the industry.
Similar to the concept of Xiaomi, most of the enterprises in these ecological chains take technology and cost-effective routes, and Xiaomi is deeply involved in its research and development, channel construction and promotion. For example, 8H is a technology that focuses on scientific research and obtains 59 patents. Although it only takes online sales channels, its sales volume and reputation are still considerable, and the follow-up fan communication effect is used to form a positive cycle of enterprise survival. Achieve a two-way win-win situation.
Xiaomi always emphasizes that he is an Internet company, and is also using its growth to conquer those who have looked down on Xiaomi. Among the five types of products of Xiaomi (mobile phones, tablets, TVs, boxes, routers), routers can be regarded as the backbone of Xiaomi's smart home layout. Obviously, Xiaomi has already dropped the pieces into the smart home field. Once the entrance to the smart home sector is shaken, it can expand like a snowball in the market.
When the giants end, they must always induce market shocks. Although we envision the millet furniture, it will not appear, but as this ecological chain of dense layout gradually becomes closer, Xiaomi will bring a heavy blow to the industry.
Industry destroyer
For many people, Xiaomi is a complete industry destroyer, and its success has always been accompanied by the industry's forced reshuffle, and countless companies have left the scene.
From the start of mobile phone companies to the transformation of Internet companies, and now to the integration of new retail, future development of e-commerce, independent research and development and ecological chain layout, today's Xiaomi is no longer the "low price disruption of the market" in the mouth of people. And it all took only a few years.
Does the furniture industry have such a potential "millet company"? A similar process has emerged in the whole house customization industry. From the early single wardrobe, cabinet customization, to the explosive growth of the whole house custom industry, its development is a rising curve.
People's expectations for the future are always based on past experience, and they are always caught up in the air. In the past, there were e-commerce, environmental protection, new retail, and customization. In the future, there may be intelligence, Xiaomi, and all the opponents we can't even imagine.
It is difficult for us to predict the future development of the furniture industry with our current vision, but this reshuffle of the furniture industry has not yet reached the most intense moment. At the moment, the pace of capital encroachment on the market is still very slow, but behind it has already woven a giant net, waiting for the opening of the big fish game that is about to begin.
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