Liu Zhengwei Hua Zijian
Editor Yu Hao Liu Kaokun
3, before the founding of millet, Lei Jun, once and now the chairman of the millet Lin Bin, Liu Qin, Chen Xing capital chairman Liu Qin each chat for a long time, Lin Bincheng finally Lin Bincheng's two millet; and the morning Xing capital to participate in the millet early investment, millet second major shareholders.
4, at the end of 2013, Lei Jun decided to do IoT and push Liu De to the front desk. Liu De led a dozen engineers to grab a project in the market from a technical and product point of view. His favorite is to draw "sales one hundred million yuan" for early ecological chain enterprises.
5, at that time, Lei Jun invited friends Wang Chuan to join the millet, who knows that Wang Chuan refused. In the end, Lei Jun bought the team as a whole, and Wang Chuan finally joined the millet.
With the sound of a long Gong Gong, the company listed on the Hongkong Stock Exchange on the morning of July 9th. The HKEx has prepared a super large Gong for 3 meters wide and 200 kilograms.
8 years ago, Lei Jun had just entered the age of no doubt, and had gone through a period of "retirement" after the listing of Jinshan. But for the dream of the heart, start to start a business, land and land continued to find Lin Bin, Li Wanqiang, Hong Feng, Liu De, Wang Chuan and others, leading the founding team in a 300 square meters of office, each end a bowl of Li Wanqiang father cooked rice porridge, said dry.
It took 8 years to achieve a market value of more than 47 billion dollars. In the history of Chinese business, Xiaomi left a heavy color. No one would have thought that the small company of the humble company has written a brilliant epic in the past 8 years.
Chinese partner in Millet version
After the listing of Jinshan in 2007, Lei Jun resigned from Jinshan CEO in December of that year.
At that time, his life was as leisurely as retirement, sleeping every day to wake up naturally. If you have nothing to do, you can go to your old staff to eat roast string, drink and chat.
The winter of 2008 was particularly cold and the South was frozen.
In December 10th, Lei Jun resigned from Jinshan for nearly a year. It was snowing heavily in Beijing that day. Lei Jun's old colleagues at golden hill gather at the bar opposite the Yanshan hotel. After three rounds of wine, Lei Jun chatted about the future planning, and his mood was a little excited. At this time, a small man stood up in the crowd. He shouted to Lei Jun: "at the age of forty, you are just beginning. What are you afraid of?" That day, the thunder army stepped into the years.
This little man is Lei Jun Jinshan's old subordinate, general manager of the original Kingsoft, Li Wanqiang, one of the co founders of today's millet.
Lei Jun (left) and Li Wanqiang (right)
Li Wanqiang at the wine table did not think at the time that an unspoken remark, like a fire in the cold winter, woke Lei Jun up.
At the age of 18, he inadvertently saw a book in the library of the alma mater's Wuhan University, "the fire of Silicon Valley", the story of the heroic entrepreneurship of Silicon Valley in the late 1970s and early 80s, the main chapter of which was Jobs, the founder of the apple.
When reading the book, the young Lei Jun's excitement was not calm for a long time. On the playground, he walked around the 400 meter runway in circles. This book buried a seed in Lei Jun's heart: creating a family like apple.MicrosoftThat's a great company like that.
After entering the age of forty, Lei Jun did not forget the dream of 18 years old. He always wanted to do something. He felt that he could not live all his life, but he still had to pursue and dream. Lei Jun, who was financially free in 2010, decided to restart his business.
Also in 2010, Li Wan did not hesitate to follow the thunder army to establish the millet company together, has been in charge of millet company's MIUI and millet network and other business, but also the "mobile phone control", "F code", "rice noodle festival" and other networks, micro-blog's hot words creators.
Looking for people is the first element of success in business. Lin Bin is the first co founder of Lei Jun's involvement.
At the end of 2006, Lin Bin was invited by Li Kaifu from Microsoft to Google. He served as vice president of Google China Engineering Research Institute, engineering director, and Google global technology director, and was fully responsible for the team formation and engineering research and development work of Google in China's mobile search and service.
He and the Lei Jun had been known in 2008. At that time, Lin Bin wanted to promote cooperation between Google and UC browsers, while Lei Jun was the chairman of UC browser at that time. In the process of contact, Lei Jun was surprised to find that Lin Bin had a deep love for the product and was very devoted to his work and products.
Lin Bin, President of millet
After that, Lei Jun often went to Lin Bin to chat and chat until 1 am and two o'clock. Chatting and chatting, two people chatted from partners to become good friends. In March 23rd of 2010, a major event took place in the Internet world: Google's Web search service withdrew from the mainland market.
Before the announcement of Google's decision, Lin Bin actually had his own plan.
In one of the two people's meeting, Lin Bin told the Lei Jun: "I want to start my own business and do an internet music project. What do you think?" Lei Jun listened to the exultation and said to Lin Bin, "don't make music. We throw some money in music. Others can do it. It's boring. Let's do something bigger together! " In this way, Lin Bin later became the two master of millet.
"The Lei Jun doesn't sleep, and Lin Bin doesn't eat." Whenever talking about the two model workers, the employees inside the millet can't help showing their admiration. Lei Jun's respect for Lin Bin is also reflected in the fact that other people call Lei Jun "Lei Chang", and only Lin Bin will call him by name.
Huang Jiangji is the third founder of Xiaomi, and is also a colleague of Lin Bin who had worked in Microsoft. People who knew him were called KK. At the end of 2009, MicrosoftWindowsThe restructuring of the Phone team and the pressure of restructuring by the more than 100 R & D team led by Huang Jiangji made him very depressed.
One day, he went to Lin Bin to complain. The two men chatted for a while, and Lin advised Huang Jiang to do his job in Microsoft, and came out with him and Lei Jun to set up a Chinese company. Huang Jiangji, who had already run into Microsoft, had already changed his mind, plus Lin Bin's trust.
After Huang Jiangji, Lin Bin introduced Lei Jun to Hong Feng, a colleague in Google. Hong Feng presidedDevelopmentGoogle music was one of the few Google products in China that was highly praised at that time. Lin Bin said Hong Feng was very strong, so Lei Jun wanted to meet him. But unexpectedly, Hong Feng actually prepared hundreds of fine and difficult questions to ask Lei Jun to interview him as a boss.
In the end, Hong Feng felt that Lei Jun had a lot of challenges to do, so he decided to give it a try. Continued, Zhou Guangping, former senior director of the original Motorola Beijing research and development center, Liu De, the former director of the industrial design department of the University of Science and Technology Beijing, and the Chinese partner in the millet version began to play the curtain.
Liu Qin (left) and Lei Jun
In addition to the above, there are two people who need to be mentioned. One of them is Liu Qin, chairman and general manager of sunrise capital. He is one of the early investors of millet. In 2003, he introduced Lei Jun to his friends and recommended Lei Jun to Lei Jun. Liu Qin is 5 years younger than Lei Jun. He regards Lei Jun as a good teacher and helpful friend. Later, Lei Jun introduced him to invest in several projects, such as UC browser, YY and so on.
Lei Jun made a 12 hour phone call with Liu Qin before making millet, from 9 pm to 9 at second a.m. At that time, Liu Qin was in Shanghai, Lei Jun talked about the idea of making millet on the phone. Liu Qin listened very excitedly, he had been chatting and felt it was reliable.
Of those 12 hours, two people talked about something, only the parties themselves knew it. But it was because of this telephone that the early investment in the millet was involved in the morning capital, and later millet company's second largest shareholder, and since then has been supporting the financing of millet. Lei Jun millet, officially listed in July 9th, issued a public letter, referring to "the earliest VC, a $5 million investment, and 866 times the return of today", referring to the morning capital.
From left to right, Liu Qin, Wang Chuan, and Lei Jun
Another is Wang Chuan, the founder of the millet company, the senior vice president, and the director of millet TV. He is very good with the thunder army, and the two skiing together in Switzerland in the Spring Festival of 2018.
The two never disguised their relationship. Lei Jun once said to Wang Chuan: "whatever you do, I support you."
At that time, there were two products under Wang Yaoqi's company, one named ray stone, which was no stranger to the name of KTV, which was the first KTV in China; the other was the first to read the first reading experience of the mobile reading software and support the yama Kindle. In 2011, Wang Chuan We also led the team to develop a lot of For Apple TV.
When Lei Jun first invited Wang Chuan to join millet, Wang Chuan refused, because there was too much uncertainty in Millet at that time, and he had little to do with the fields he was good at.
But the Lei Jun did not give up on this, and took out enough sincerity, finally decided that the investment will be more to see and the team income bag, and agreed to look at the stock and the stock can be replaced by the ratio of millet stock to 1:1. In the face of this sincere offer and friend's invitation, Wanggawa finally joined millet.
In Lei Jun's latest open letter, Wang Chuan led millet TV business has won the first in China.
Drink a bowl of rice porridge and dry
Time to return to April 6, 2010, Beijing, early spring chilly.
Millet congee by the founder team of millet
In Zhongguancun's Silver Valley Building, Lei Jun, Lin Bin, Li Wanqiang, Huang Jiangji drank a bowl of Li Wan strong father to get up at 5 o'clock in the morning and get to the company's rice porridge, and began to start a business. At that time, there were only 14 people in Xiaomi. Early employees including Li Weixing, Sun Peng and so on, they completed the early development of MIUI.
One of the only female employees, named Guan Yingzhi, was very abrupt in a group of male workers. Her number was 14, and now the millet people call her "the sister of the pipe".
Guan Yingzhi was the only female employee at that time
Guan Yingzhi worked as an intern at Kingsoft Corp in the third year of college. Later, after graduating from graduate school, she went to a state-owned enterprise and worked in the human resources department. In 2010, HR, a Kingsoft Corp, recommended her to Li Wanqiang. At that time, several co founders had just been working on the Silver Valley mansion on the side of the North Fourth Ring. There was a need for a person to be able to undertake basic jobs such as wages and social security.
In Lei Jun's interview with Guan Yingzhi, the name of the company had not been finalized until she formally joined. She relies on people who are early in Kingsoft for Lei Jun, thinking that this is a software company. Besides being responsible for some salary and welfare work, Guan Yingzhi is also responsible for the company's recruitment. Like Lin Bin, and Lin Bin recommends Huang Jiangji and Hong Feng, the early team of millet was mostly founded by the founders, and Guan Yingzhi took the list of the flowers listed by the founders, and one of them called and asked for an interview.
The resources accumulated by the founding team in Jinshan, Google, Microsoft and other large companies have played a great role in the construction of talents in the early days of the founding of Xiaomi. With Lei Jun and Lin Bin's signboard, millet gathered a large number of talents in the way of "snowball". In addition to participating in the R & D and financing of MIUI, a part of his work was to interview his employees, and he had seen every person in front of staff of the No. 100 millet.
At the same time, in order to motivate these early employees and give them more sense of participation, Lei Jun also decided to let employee stock ownership. The shareholding scheme follows the principle of voluntary subscription. The upper limit of the stock is about 300 thousand yuan, and everyone can participate. In the end, about 60 people invest in the stock, and the amount is equal, and Guan Yingzhi is one of them.
At that time, she used one.IPhone3GS mobile, which used NOKIA N70 before, can be described as "fashionable" in the choice of mobile phones. But she did not know what the millet company led by Lei Jun would do, and she did not know what was "the mouth of the wind", "the entrance of the mobile Internet", and not to see what the industry would have changed in the next 5 years.
In line with the trust of the founding team such as Lei Jun and Li Wanqiang, she brought her about 100000 yuan dowry money from her parents, and then made a little money and participated in the employee stock ownership scheme of millet. Her other idea is that in 2010, the money was not enough to buy a house in Beijing, so it was better to invest in it. At that time, her parents did not know what millet was, nor did they know Lei Jun, but they did not obstruct their daughter's decision when they touched the stock.
Guan Yingzhi and her parents would not have thought of it at that time, now millet listed, their early employees, some of them have over ten million yuan or even hundreds of millions of people.
"At the beginning, there were two or three people who had given up the opportunity to invest in this investment. After they left millet, they were not allowed to mention the two words' millet 'in front of them." People close to millet tell the Phoenix network technology. With millet completion of the IPO, in addition to these co founders, some of the early employees who came along with millet over the past eight years have also received rich financial returns of different degrees.
Millet has more than 7000 employees holding stocks or options, and after successful listing, they will also receive financial returns from the capital market.
In fact, before many early employees of millet decided to join, "money" was not the main purpose for them. At the beginning of the establishment of millet, small scale, even the product did not, can attract the Hong Feng, Zhou Guangping and other industries of the cattle to join, in fact, the most critical is that these people are like-minded.
Let Guan Yingzhi and other early employees participate in the stock market, Lei Jun more want them to have a sense of participation in entrepreneurship. The boss of a startup company usually likes to paint their employees, for example, you will get huge financial rewards when the company comes public. But Lei Jun is a bit different. He is a very entrepreneurial person. It is enough to explain this in recruiting money morning.
At the beginning of the millet, the Lei Jun has recruited technical handsets from Google and Microsoft, including Google and Microsoft, but there is still a lack of people who really understand mobile products and industries if they are eventually to be a mobile phone. In 2011, when Qian Chen came out of Motorola, Lei Jun got the contact way of Qian Chen through Xu Chunli.
At first, Qian Chen did not know who Lei Jun was. When Lei Jun reported his home, Qian Chen used a sentence, "excuse me, who are you?" I don't know you. " To respond, but he knows Jinshan software, so the two people took a line. If Liu Bei asked Zhu Geliang out of the woods, he spent three months in persuading him to join in Qian Chen.
But what surprised Lei Jun was that Qian Chen was not keen on stock ownership, but rather how much cash he paid for Lei Jun. Lei Jun does not agree with this point. He believes that those who do not care about equity are lacking in entrepreneurship. So even if it took a lot of energy to persuade Qian Chen to join, but because of this irreconcilable conflict of ideas, the Lei Jun finally gave up the invitation to join the millet.
A lot of people came from the team of millet, and Guan Ying Zhi heard the mission of Lei Jun about millet. Lei Jun told his team that millet will become the world's top 500 company in the future. Another point that impressed Guan Yingzhi is that Lei Jun also said that he would break the huge profits of the mobile phone industry, so that ordinary consumers could buy cheap and good products.
Lei Jun has seen a huge opportunity for the Chinese mobile phone market to function in the mobile phone market.
"Standing on the mouth of the wind, the pig can fly." This is a sentence widely circulated by Lei Jun in the early years of millet. In fact, in the industry environment at that time, millet was indeed rising rapidly as a rocket.
Apple's burgeoning and ambitious iPhone 3GS in 2010 saw its iOS and Android market share expand rapidly as HTC moved into the mainland, eroding Nokia Symbian and BlackBerry, which once led the global mobile phone market. At that time
In August 16, 2010, Xiaomi released its first beta version of MIUI. At that time, there were few mobile phone manufacturers specializing in the deep development of ROM for the original Android system. Relying on MIUI and millet to create community and interact with users, millet quickly gathered a large number of rice flour.
In the first half of 2011, Lin Bin introduced high Qualcomm vice president and high pass risk investment China General Manager Shen Jin to Lei Jun, and both sides saw that millet was not even a hardware product at that time. According to Shen Jing's interview with Phoenix network technology, Lei Jun told him about the Internet mode of millet and introduced the team members of the company.
Before Shen Jin was the head of high Qualcomm's Internet Services Department, Qualcomm had tried to do its own mobile operating system, so he knew the Internet mode of the Lei Jun, and it was also more recognised for MIUI to be able to quickly update its weekly units. The most important thing for Qualcomm China to invest is innovation. At that time, the Chinese mobile market was in a period of change in the functional machine to the smart machine. Shen thought millet was innovative, and the co founders and R & D teams were also more reliable, so they decided to invest.
One episode took place: the Qualcomm part of the middle level felt that it was too expensive to enter 250 million yuan in millet. Internal opinions can not be unified, and finally Shen Jin has to find high pass to communicate with the high pass. At that time, the president of high pass China, Wang Xiang, was also very optimistic about millet, and finally passed the decision to invest millet. In 2015, Wang Xiang, President of the former Qualcomm Greater China group, joined millet as senior vice president, responsible for international business, intellectual property and forensic affairs.
By the end of 2011, the scale of the new round of financing was US $90 million. At that time, the valuation of millet has risen from US $250 million to US $1 billion.
Millet founding team officially unveiled and announced the mobile market is in July 2011, when it was unveiled the 3 products: MIUI, rice chat, millet mobile phone. In August 16th, millet mobile 1 was officially released in October, priced at 1999 yuan.
China's first dual core 1.5GHz mobile phone, based on Android's own research and development of MIUI operating system, online sales and so on. After the launch of the product, it caused a great sensation in the market. Soon, millet tore a mouth in the smartphone market, from 7 million 190 thousand in 2012, 18 million 700 thousand in 2013, and by 2014, millet was the first in China by 61 million 120 thousand units.
Xiaomi and Lei Jun, wind mouth theory, Internet seven-word tips and "hardware new retail Internet" triathlon everyone has been familiar. In fact, the essence of Xiaomi is two words: efficiency. Because the essence of Internet thinking is to improve efficiency, from the perspective of consumers to interpret the millet model, is high quality, high cost-performance.
Lei Jun can only make people realize that he is going to break the claim of profiteering in the mobile phone industry, not just a slogan.
At that time, the domestic mobile phone manufacturers, in addition to the operators channel, the open retail channels are some distributors order, some are cooperative operation, millet this pure online self run official business city reservation, buying, and then the manufacturer's direct delivery to the customer's hands, is a subversion at that time. Cancel the middleman to make the difference, so that millet can reduce the cost to the greatest extent, to create products with low price and high quality. And online booking rush buying mode, and let millet almost no inventory backlog risk.
Now, it seems that millet is the founder of Internet phone. It was also the merit of the millet model. Before and after 2013, big coke, glory, IUNI, and other brands were springing into the market, even after a long dependence on the operators' market, the Internet mobile phone brand ZUK was then launched.
At the end of 2013, the Lei Jun saw the trend of intelligent hardware and IoT (Internet of things), and decided to copy 100 millet by using millet as a handset success, and to arrange IoT ahead of time. On the other hand, this is to bypass the three big mountains of BAT, and open up a new battlefield.
Ecological chain: a gang of brothers fight in groups
As a result, the same story as millet began, and began to appear in the ecological chain, looking for familiar people to do what they want to do. Liu De, the co-founder of millet who rarely appeared before, went to the front desk.
Liu De was also one of the co founders of millet who was attracted by Lei Jun's personality charm and ideal feelings. Earlier, he was a well-known figure in the industrial design industry. He could rank in the Chinese and American design circles. Before the thunder army mentioned Liu De's achievements, "ACCD (Art Center College of Design) has been built more than 20 Chinese graduates over the past 80 years, and Liu De is one of them."
With his promotion, the Department of industrial design of University of Science and Technology Beijing was established. He served as head of the Department from 2001 to 2003. During his teaching at University of Science and Technology Beijing, he also founded a famous design company in the industrial design field as the chief designer. Then Liu De chose to go to the United States to continue his study. In 2010, when Liu De returned from the middle of the United States, Hong Feng found Liu De, wanted to pull him into the gang, and introduced him to the Lei Jun.
Before he came to see Lei Jun in Room 807, Liu did not even know who Lei Jun was, much less what Xiaomi would look like in the future. Then he met Lei Jun and talked to him for a night. He felt that he and Lei Jun got along very well. Liu de was a man who loved "fighting" in his bones. Finally, he contacted Lei Jun on his own initiative and decided to join Xiaomi as a co-founder. To undertake the work of "Industrial Design X" of Xiaomi.
In 2013, Lei Jun saw the trend of IoT and intelligent hardware, and decided to hatch the ecological chain of millet.
At that time, Lei Jun had a basic judgement on the development stage of the Internet: the first stage was the Internet, the second stage was the mobile Internet, and the third phase was the IoT. Lei Jun believes that at every stage there will be opportunities to achieve trillions of large companies. astencentAlibaba and Baidu have caught up with the Internet, while millet mobile phones have stepped up the tide of mobile Internet.
After receiving Lei Jun's task of doing the ecological chain, "designer" Liu De feels that this is another business of his own and starts from scratch again. This reminds Liu De of his favorite movie, Agam, the hero of Agam. In the movie, Agam has been running. In running, he has seen the scenery that others have never seen before, and has completed one dream after another. The team led by Liu De is also running, but it is not blindfolded.
Lei Jun told him at the time: "we must quickly sweep the market, grab companies and grab projects." At that time, Liu De had not systematically planned and thought about the ecological chain, so he followed the idea and method of Lei Jun's "grab". He pulled out more than a dozen engineers from millet company, looking for the right team in the way of investing, and using millet platforms and resources to help them make good products and quickly lay out IoT.
In the early period, millet ecological chain is based on two principles: one is to find familiar people, which can reduce communication costs and risks as much as possible, so that they are familiar with each other, and the effect of cooperation is better. The second is to see products and technologies, do not value business plans, and some projects if products and techniques. You can do it in an hour in the office.
Only 3 years, in 2016, millet ecological chain "robbing" to hatch 77 enterprises, of which 16 of the annual sales of over 100 million, 3 annual sales of over 1 billion, to cultivate 4 "unicorn" company. "Billions of dollars in sales" is Liu De's first "cake" for most eco chain incubators.
When I first invested in China, the ecological chain and the local government talked about hope. First, you can achieve 100 million, second years 300 million, third years 1 billion. Both the local government and the team's team are not very confident. As a result, in the second years when millet bracelet was listed, China's sales exceeded 1 billion yuan.
The same drama is also staged on purple rice technology and Chi Mi technology. In 2010, when millet started to make mobile phones, it was not known. No big mobile phone manufacturer dared to take orders from millet phone. At that time, Zhang Feng was the general manager of Yinghua (Nanjing) science and Technology Co., Ltd., and he first promised to make mobile phones for millet.
It is precisely because of this origin that Lei Jun is very grateful to Zhang Feng in the bottom of his heart and is the first to support Zhang Feng when he decides to start his own business. But when Zhang Feng quit from Yinghua and wanted to start a business, he didn't know what to do, so he found Lei Jun to ask what to do.
Lei Jun, Liu De, Zhang Feng three people in Lei Jun's office after a deep chat after a night, Lei Jun wants to let Zhang Feng do the charging treasure, with the user group of millet mobile phone, can have sales guarantee. But Zhang Feng felt that this business could not be on the table. Lei Jun finally "if the charging treasure can do the industry first, it is also very powerful" persuaded Zhang Feng. In February 2012, purple rice was first born in the first company of the ecological chain of millet. By the end of 2013, they launched the first millet mobile power supply, and 2 months later, it was the first in the world.
The ultimate success of simple things is a success, but this is a very difficult thing. This sentence applies to almost all enterprises in the ecological chain of millet.
Founder of Chi - Mi technology and CEO Su Jun
The founder of Chi Mi technology, CEO Su Jun, was originally a teacher of the design department of North China University of Technology. He was a colleague with Liu De, and he got acquainted with each other early. In 2014, Liu De met Su Jun at a tea house and proposed that the millet ecological chain wanted to make air purifier, and gave Su Jun a good picture of the money - "selling 1 hundred million in three years." To this goal, Su Jun is not found to be impossible, at that time, the haze weather in northern China showed a serious trend; secondly, Su Jun has begun to pay attention to the ecological chain of millet products, and the "designer" of his exquisite packaging and product design is very good.
Although he has been keen on millet, he also has tangled things. For Su Jun, "university teacher" is a job in the system, and can enjoy a lot of benefits. Millet ecological chain entrepreneurship means to give up all this. But in the end, at the call of Liu De, he persuaded himself to persuade his family to join the millet ecological chain and set up Chi Mi technology.
"Teachers teach students, in essence, are building products; to the ecological chain of millet, is also doing products. The former is teaching and educating people, and the latter is using technology to serve the people's life. But in my heart, I hope that I can use technology to make a good product and serve the people. Su Jun said.
Newly established Chi Mi borrowed the office of Xiaomi and got support from millet in product design and supply chain. Su Jun's team also from only one person, gradually become six people, and then continue to grow, but in the busy time, he also have to stay in the factory, complete experience model, trial production, production and other processes. After running down again, Su Jun finally felt that he was no longer a teacher, but a product manager, and also the founder of an enterprise.
In the first year after its establishment, Chi Mi technology achieved 600 million yuan of sales and second years sales exceeded 1 billion yuan mark. Meanwhile, Chi Mi technology has become a unicorn company valued at over $1 billion.
Now look at the ecological chain products of millet. The layout includes air purifiers, rice cookers, water purifiers, fans, air conditioners and so on. Already invested more than more than 210 ecological chain enterprises, the income of millet ecological chain in 2017 reached 23 billion 447 million yuan, the whole group's income ratio has risen to 20.5%, which has become a force that can not be ignored.
"For Eco chain enterprises, millet is the amplifier." Su Jun used an appropriate analogy to describe the relationship between ecological chain enterprises and millet. If there is no millet, smart meter can make a good air purifier, it can make a good smart bracelet and watch, the purple rice can also make a mobile power. But millet let the products, brands and channels of these ecological chain enterprises enlarge.
For the early hardware start-ups, the three major pitfalls are product definition and design, supply chain, publicity and sales channels. And millet ecological chain enterprises have other hardware start-ups do not have the advantage, that is, millet in products, supply chain and sales channels can provide a full range of help. Even millet has more than 100 million users, which means that the ecological chain enterprises have already had a user base at the beginning of their establishment.
When Su Jun is the first generation of millet air purifier, both the Lei Jun and Liu De give Su Jun a lot of suggestions in the enterprise and the user's perspective; Liu De also takes Su Jun to run the supply chain; and the early supply chain enterprise new product conference, as long as the Lei Jun in Beijing, will be a product platform; millet commercial city is to mention. Support for sales.
This is also reflected in Nathan Bo. Naombo is not an ecological chain enterprise supported by millet. It has been more cooperative with millet. In the second half of 2014, millet entered Naen Bo in an investment way, and naun Bo began to enter the fast lane of development. The landmark time was naombo's acquisition of Segway, the "balanced vehicle originator" from the United States.
In addition, with the endorsement of millet, Naen Bo's voice in the supply chain increased. Naombo, founder and CEO Komo, had a deep feeling, and millet had even sent people to talk with Naan Bo on Electrical and battery cooperation, helping Naan Bo to reduce the cost of supply chains by nearly 30%.
In addition, the Lei Jun himself is very concerned about Nathan Bo. What was most impressed by Gao Feng was that the name of the product had not been finalized until the nine balance vehicle was released, and nainbo was inclined to call the mini nine balance. One day, it was late at night. Gao Lu suddenly received a call from the thunder army. The thunder army suggested that the name of the product was set as "nine balance car" in the telephone. But it did not allow Gao Lu Feng to do so according to his own opinion. However, Gao Lu Feng, who shocked the Lei's dedication attitude, also thought about his opinions, and eventually named the product name as "No. nine balancing vehicle".
Lei Jun also formulated a rule for the ecological chain enterprises of millet, which is also considered as an important reason for the success of ecological chain products. For hardware products, there are two ways of Pricing: one is to determine the price and cost first, to choose the material according to the cost; the other is to choose the material first and then to price it according to the final cost. The first way is to ensure profits, and the latter way can choose both quality and cost performance. Lei Jun asked the eco chain enterprises to take second measures, which is why the products of the ecological chain have always been labeled as "cheap and good quality".
Millet TV does not belong to the ecological chain enterprises, but also on the pricing issue, Wang Chuan and Lei Jun also have no time to talk about. Millet TV 1 before the release of the pricing conference, at that time the millet TV business director Wang Chuan suggested that the price is set to 3999 yuan, but the Lei Jun do not agree with this practice, think of millet product strategy and mission, proposed to set the price of 2999 yuan. But in the end, Wang Chuan still listened to Lei Jun's proposal. The price announced at the press conference was 2999 yuan.
Supply chain crisis outbreak
As the number of mobile phone shipments peak in 2014, the discourse power of millet in the supply chain is increasing, it is not an embarrassing situation that can not find the factory in the beginning of the mobile phone. In addition, the ecological chain and millet supply chain, as a new millet business, also play an important role in promoting each other. Millet supply chain helps millet ecological chain to avoid the pits that many venture companies have encountered, and the growing demand for ecological chain has also brought real benefits to the millet supply chain.
Now it seems Millet's management of supply chain can be said to be an art, which is largely due to Lei Jun's fastidious. In 2013, a relative of Lei Jun visited Beijing to pick up two turtle. Lei Jun is a native of Hubei. Stewed turtle soup is a very classic dish in Hubei cuisine.
But Lei Jun saw the relative's hesitates and asked him if he had come over this time. Unable to resist the repeated questioning of Lei Jun, the relative told the truth: commissioned by the company's leader, he hopes to become a supplier of millet earphone line. Lei Jun asked for further details. After his success, the relative could get 20% rebate. Later, Lei Jun threw the turtle directly and ordered the company to blacklist the earphone line after the event.
Lei Jun is very strict about supply chain management, but it can not avoid Xiaomi's tuition fees for his young.
In 2015, the growth of cell phone shipments began to slow down in 2016 and fell to the bottom of the valley in 2016. The sales of mobile phones fell over 36%, and were surpassed by both OPPO and vivo.
As the Lei Jun said at the beginning of the creation of millet, millet really hit the mobile phone industry to a great extent. The red rice series is a mobile phone that allows consumers to buy a good performance and experience at a price of about a thousand yuan. According to the data of IDC at that time, the number of shipments of millet intelligent machines in 2015 was 64 million 900 thousand, up 23.2% from the same period last year.HUAWEIBehind it, the smart machine shipped 62 million 900 thousand units, an increase of 53% over the same period.
But in fact, millet was set in 2015 for the 80 million sales target, according to that sales, in fact, did not complete the beginning of 2015, the Lei Jun set the target. For such a result, the Lei Jun in the annual meeting of the year said that 2016 happy is good, that millet will be readjusted, forget KPI, return to the first heart, redo the extreme fever product out.
At that time, few people knew that millet was facing a serious supply chain crisis. The crisis, which began in 2015, lasted for half a year.
In January 15, 2015, Xiaomi Note was officially released. The price of the standard version and the top matching version were 2299 yuan and 2999 yuan respectively. The 3000 yuan price range was found on the top plate, which made it difficult for rice noodles to accept. On the other hand, Xiaomi Note was also criticized by users because of its excessive fever.
In 2015, the flagship 1999 yuan flagship millet 5 was not released until February 2016. All these are not the wind of the Internet, but the problem of R & D and supply chain in Xiaomi. According to the internal staff of Phoenix told Phoenix network technology, after the double 11 in 2015, Xiaomi had almost no cell phone to sell.
In February 24, 2016, the annual flagship mobile phone fifth generation millet mobile phone officially released by Xiaomi was one of the most important products of millet in 2016. But after the launch of the product, it again suffered a productivity crisis: after the release, the evaluation was very good, but consumers could not buy it for up to two or three months.
The thunder army is in the millet MIX2 press conference self black
"I don't have many people in the society." All kinds of social media can see rice noodles ridicule the situation of millet phone shortage. If this situation is allowed to continue, it will be fatal for any mobile phone manufacturer.
After realizing a lot of problems in product delivery and sales behind the rapid growth of performance, Lei Jun has shown his own cutting side and replaced some of the old employees who could not keep up with the pace of the company's development.
At the same time, since May 2016, the Lei Jun began to take over the mobile phone R & D and supply chain in person, and the integration of production and supply, delivery, quality and innovation are the main problems to be solved. The competition between mobile phones and consumer electronics in the industry today is not only a matter of sales channels, prices, quality and product definitions, but also one of the core capabilities of delivery. When a product is being developed and designed, it begins to think about the delivery problems that may arise. Besides, it also needs to make stock preparation for the suppliers.
Before Lei Jun took over the mobile phone supply chain, Guo Jun was the direct responsible person at that time. Once in a cooperative negotiation with Samsung Semiconductor, the two sides had an argument. Guo Jun shot the table directly. In the face of this disrespectful move, the Samsung high rise then stood up and left, and millet was so offended that Samsung had not been able to supply the Samsung AMOLED screen at that time.
After taking over the R & D and supply chain, the Lei Jun flew four South Korea in 2016, in order to repair the supply chain relationship with the upstream supply chain of the core components, such as the screen and memory. It was in 2016 that Lei Jun solved the fatal problem of mobile phone delivery.
At the same time, Lei Jun also found Zhang Feng, the founder of the ecological chain enterprise purple rice technology. He has accumulated rich experience in the production of smart phones in Yinghua, and is the right person to help Lei Jun rearrange the supply chain. At that time, purple rice was on the right track. After receiving Lei Jun's request, Zhang Feng agreed to say nothing.
The left is Zhang Feng
According to Lin Bin, who received an interview with phoenix net last year, it was not only a mobile phone, but the most important thing in many things that Lei Jun had grabbed was the cooperation between every team of the company. At that time, the internal quality supervision department was set up by Lei Jun personally. In an interview last November, Lei Jun said: "now the rate of millet mobile phone repair is very low, close to zero, and the quality of people who criticize millet is decreasing."
As the two headed Lin Bin, when millet is in the most difficult time, it is natural to cooperate with Lei Jun to come forward and turn the tide.
In January 2016, Lin Bin made an internal structural adjustment of the whole Xiaomi team and set up a sales and operation Department. This sector affects the production forecast of the back end supply chain of millet, including the prediction of core components and front-end sales channels, which is equivalent to a hub. "Before the Department did not set up this department, the sales department's work is to sell the goods hard, but they do not know what to do when they do not sell the goods. There is no neutral department to do the prediction and control."
Lin Bin grabbed sales, Lei Jun seized delivery, coupled with Zhang Feng's help, the three horse driving effect is remarkable. In April 2017, Xiaomi released its flagship product, millet mobile phone 6, which has not experienced a serious shortage of senior 5.
Throughout 2016, in addition to supplying supply chain courses, Xiaomi also accelerated its layout. Lei Jun has repeatedly publicly stated that online retail accounts for only 10% of the total retail market, while the remaining 90% comes from offline channels. But according to the comprehensive net profit margin of less than 5% of millet mobile phone, it is obviously unable to copy the offline mode of OPPO and vivo heavy assets.
Millet layout under the line channel, and at the same time to guarantee the line under the same price, if you do not want to lose the blood, it is necessary to ensure that the sales performance of every square meter in the store is high enough. That is, the so-called Ping efficiency, upgrading conversion rate, small profits but quick turnover to share the cost. In the exploration of new retail, Xiaomi also uses the Internet's thinking.
The millet house started construction in the second half of 2011, initially providing millet mobile phones for the vast rice noodles.partsSince its introduction, the after-sales service and technical support services of Xiaomi mobile have been transformed into Millet's exploration of new retail sales since 2016. It focuses on mobile phones, and launches products to TV, routers, AI speakers and eco chain enterprises.
Lin Bin has been responsible for selling millet phone since 2004. He chose the early location of Xiaomi's home, and he would go over it himself before and after the opening ceremony. In the past 2017, Xiaomi's family represented a new year of retail sales, and opened more than 200 new stores throughout the country. According to the plan of millet, the retail store of millet house will open to 1000 in 2019.
In August 28, 2017, the official data released by millet showed that the accumulative passenger flow of the millet was 15 million 700 thousand people, the single store month was 5 million 190 thousand yuan, the Ping effect of each square meter was 270 thousand yuan, and it was currently ranked second in the world.
The new retail layout has achieved initial success, and overseas markets have also received frequent reports. Millet began to rebound strongly in the second quarter of 2017.
Reverse! Start a new journey on the market
"This is a great victory in the history of the development of millet. No mobile phone company in the world can reverse successfully after sales decline, except millet! " In the afternoon of July 7, 2017, Lei Jun said in the company's internal mobile phone oath conference.
The millet that had been sung for more than a year has finally been able to speak up again.
At that time, the thunder army announced a data, in the second quarter of 2017, the number of mobile phone shipments of 23 million 160 thousand units, an increase of 70%, set a new record of mobile phone shipments in the millet quarter. In the statistics of IDC and other research companies, Xiaomi's market share in the second quarter of 2017 also returned to fifth in the world.
"Two consecutive quarters of performance, like steel in general proved that the business model of millet is great." In the interview last November 14th after the opening ceremony of the millet flagship store in Shenzhen, almost all of Lei Jun was talking about it. He has reason to be excited because millet has already completed the target of 70 million mobile phone shipments and $100 billion in revenue in advance.
At the same time, millet has invested more than three years in the international market. Last year, the return also broke out in an all-round way, especially in the India market. In the first half of 2017, the performance increased 328% year on year, the market share has been ranked second, the millet brand became the most popular mobile phone brand in India, the red rice Note4X became the best seller in the local area. Machine.
The once invincible millet was killed again. At this time, the rumors that millet will be listed are also increasing.
When thunder came on sale in 2014, Lei Jun asked Lin Bin to learn what was going on in the market. Lei Jun said, "I've done a lot of work, so you can learn from it." At that time, Lin Bin was a shareholder of thunder, so he took advantage of this opportunity to run the whole listing process.
"Before we do not understand the listing, it is sure that the listing is a very happy thing, after all, the company is listed, everyone approved, the listed stock can also be sold, feel still a very exciting thing. "But running down the circle, Lin Bin found it was not the same thing.
Listing is a double-edged sword. In the long run, it can leverage the capital market to expand the size of the company. But after the listing, the company sold the company to the capital market, investors see only the company's past, concerned about the future of the company, in the eyes of the interests of the eyes. Enterprises will encounter different problems at different stages. There are peaks and lows. It is difficult to make plain sailing.
"So I ran back to ray general and said that our company really wants to go public. It must be done well and very solid after that." Lin Bin said at the time. When Xiaomi fell to the bottom of the valley in 2016, the industry questioned its voice one after another. As an investor, Shen was not worried at that time. Because he most valued millet Internet service income and ecological chain development, these two parts of business are growing rapidly.
Now, whether millet mobile phone, TV or ecological chain, Lei Jun's chess game has come to the end of the game.
According to the previous millet prospectus revealed data, 2017 millet mobile phone sales of 91 million 400 thousand units, a significant increase of 64.9% in 2016, in the world's fourth; millet overseas market revenue of over 32 billion yuan in 2017, has entered the world's 74 countries and regions, and in the world's 15 countries and regions before the top five sales of smartphone sales five .
Now millet has also built the world's largest consumer level IoT Internet platform, connecting more than 100 million smart devices (without mobile phones and laptop computers), investing or hatching more than 90 companies that focus on developing smart hardware and consumer products, building three layers of products around mobile phones, smart hardware, and consumer goods. Matrix, millet IoT and consumer products division revenue in 2017 was 23 billion 440 million yuan, an increase of 88.8% over the same period last year.
Xiaomi mall is now China's third largest 3C and home appliance business platform, and Xiaomi's home is ranked second in the world, second only to apple. As of March 2018, MIUI months live more than 190 million, from 2015 to 2017, the annual compound growth rate of Internet service income of millet was 74.7%, and the annual compound growth rate of Maori was 69.3%, reaching 9 billion 900 million yuan. In the first quarter of this year, the proportion of revenue from this business rose to 9.4% from 8.6% at the end of last year.
Whether from user size, stickiness or activity, this part of the business will help millet to become one of the world's first class Internet Co in the future, and in the long run, it will have a good ability to change cash.
In the past 8 years, the fast running millet business boundary has been expanding, and has become a huge ecotype company with intelligent hardware, software, Internet service and new retail. In the eyes of the outside world, listed companies mean huge success and wealth returns. For Lei Jun, listing is just the new start of millet.
Today, the company will embark on a new journey and become closer to the world's great company. This is Lei Jun's 18 year old dream.