Editor’s note: This article is from the micro-channel public number “Tech Planet” (ID: tech618), Author: Zhou Xiaoqi, Editor: Zhang Yuting, 36 krypton release authorized.
Three years later, Liu Yaoping, the former CEO of Storm TV, started updating Weibo again.
“My breakfast today is completely without deliberate arrangement, it is millet porridge and apple.”On May 7, Liu Yaoping sent a Weibo using Xiaomi 10 mobile phone, positioning to show Beijing Qinghe, where the Xiaomi Technology Park is located.
Ten years ago, Lei Jun and Lin Bin, Li Wanqiang and others drank millet porridge and established the millet company.Ten years later, Liu Yaoping drank a bowl of millet porridge, officially announced to join Xiaomi as the general manager of Xiaomi TV Department, and report directly to Lei Jun.
At this point, Xiaomi added another executive from a friend.It is worth noting that while Lei Jun is gathering senior executives from friends and businesses, members of the founding team of Xiaomi are gradually fading out of Xiaomi.
In mid-May of this year, according to the information from Tianyan, Lin Bin, one of the eight founders of Xiaomi, resigned as Xiaomi ’s legal representative and manager, and at the same time retired from the company ’s manager and director.Xiaomi’s legal representative was succeeded by Xiaofeng co-founder Hong Feng, and the manager and director were succeeded by Liu De and Hong Feng respectively.
So far, the eight members of the founding team of Xiaomi, in addition to Lei Jun, Zhou Guangping, Huang Jiangji and Li Wanqiang have officially left Xiaomi; Liu De, who created the Xiaomi ecological chain, was changed to the head of the Organization Department in 2018; Hong Feng served as the director of Xiaomi Finance in the same yearChief and CEO, responsible for the financial business; early this year, the last executive in the business line, Wang Chuan, also transferred to the chief strategy officer.
The founding team of Xiaomi has all faded out of the front line of the business, and external managers have gradually become the pillars.From Lu Weibing, the president of Gionee Group, to Chang Cheng, vice president of Lenovo Group, Wang Xiaoyan, the founder of Xiaoli mobile phone, and Miao Lei, the co-founder of Nubia, and now Liu Yaoping, the CEO of Storm TV, Xiaomi has formed the “Avenger” in the mobile phone circle.alliance”.
The newly joined professional managers used to be “friends of bargaining”, but now they are Lei Jun’s confidant.
However, Lei Jun is not satisfied with this. He hopes that the alliance will grow stronger. For this reason, on the day Liu Yaoping officially announced that he will join Xiaomi, he also posted on Weibo that “Xiaomi will stick to the talents of Haina and Baichuan” and continue to introduce more cattle. Welcome everyoneJoin.”
In the downturn of the economic environment, Lei Jun “bottomed out” to attract more talents. After a decade of journey, Xiaomi also wants to do more.
Liaolaishang executives consolidate mobile phone business
At the end of last year, the poster of the Xiaomi 2020 New Product Effect Conference showed that the former Nubia mobile phone co-founder Miao Lei had joined Xiaomi as the director of Xiaomi ’s camera department and was responsible for the new imaging technology of Xiaomi ’s mobile phones.
Xiaomi Technology Park, Tuyuan Lu Weibing Weibo
According to Tech Planet (WeChat ID: tech618), Nubia took mobile photography as the main research direction when it created the brand in 2012, and has nearly 3,000 patents in the field of mobile photography.Lei Jun Lamiao Lei joined the team and obviously wanted to directly upgrade the standard of the Xiaomi camera department.
Miao Lei may not have disappointed Lei Jun. In February this year, Xiaomi held an online conference to launch the flagship Xiaomi 10 series. This is the first product that the Xiaomi brand hits at the high end.It also surpasses Huawei.
At the press conference, Lei Jun announced on the spot that Xiaomi 10 had a total score of 124 points in DxO, surpassing the previously ranked first Huawei Mate 30 Pro 5G in terms of photography and sound quality.”Business”, Lei Jun said that for the first time, Xiaomi has achieved a comprehensive surpassing of friends.
It is reported that Xiaomi established the imaging core device department three years ago, and has been squeezed by Huawei for three years. This time it surpassed Huawei for the first time, and it is inevitable that Lei Jun could not hide his excitement.
The camera is an important selling point for major mobile phone brands. Xiaomi’s camera department also has nearly a thousand people, which is one of Xiaomi’s major departments.Lei Jun ’s arrangement of Miao Lei can predict that Miao Lei will gain more space in the field of Xiaomi and mobile phones.
Extend AIoT Boundary with Industry Word of Mouth
Xiaomi not only wants to be a mobile phone company, but also wants to be an AIoT platform.
At the beginning of 2019, Lei Jun gave a speech at the annual meeting. Xiaomi officially launched the “mobile phone + AIoT” dual engine, saying that it will be All in AIoT and will continue to invest more than 10 billion yuan in 5 years.
In fact, as early as 2013, Xiaomi launched a Xiaomi router that can be connected to IoT devices. By 2014, it fully deployed the ecological chain business. In 2017, Xiaomi AI smart assistant Xiao Ai was launched. Xiaomi has gradually established an ecology.
In May this year, Liu Yaoping, the former CEO of Storm TV, was recruited, which further highlighted Xiaomi’s idea of increasing the layout of AIoT.Although Liu Yaoping’s previous storm TV crashed, it did not affect Liu Yaoping’s reputation.It is enough to see the industry status of this “Internet TV First Man”.
In 2001, Liu Yaoping served as the marketing director of Skyworth Group. During this period, he became the general manager of the marketing headquarters. During this time, Skyworth and Alibaba jointly launched the Internet TV brand “Kukai”, which is considered to defineThe first Internet TV in China.
After Liu Yaoping left Skyworth, he was recruited by Feng Xin, the founder and CEO of Storm Group, to serve as the CEO of Storm TV. Under his leadership, Storm TV once developed rapidly. In 2016, Storm TV sold 809,000 units and revenue reached 930 million yuan., Accounting for 56.4% of the overall revenue of listed companies.
Lei Jun gave a speech at the Xiaomi Annual Conference, Tuyuan Network
Liu Yaoping ’s years of experience and ability in the Internet TV industry may be an important reason for Lei Jun ’s recruitment. He needs experienced executives to lead Xiaomi to a bloody path in the AIoT field.
In 2019, Xiaomi TV’s global shipments reached 12.8 million units and domestic shipments reached 10.46 million units, making it the first domestic TV brand with annual shipments exceeding 10 million units.This report card triggered the vigilance of competitors such as Honor and OnePlus.
The joining of Liu Yaoping is obviously that Lei Jun wants to make the fire of Xiaomi TV more powerful, and TV is an important layout of Xiaomi AIoT.
According to the 2019 financial report released by Xiaomi and the financial report for the first quarter of 2020, starting from Q1 2019, the revenue growth of Xiaomi loT has been slowing down year-on-year.After the beginning of the year, due to the epidemic, the income of Xiaomi loT and life consumption has been severely impacted. The income is 13 billion yuan, which is the lowest value in the past four quarters and has decreased by 33.3% from the previous quarter.
It is not easy for Xiaomi TV to maintain its existing advantages. At present, many mobile phone and traditional home appliance manufacturers are overweighting the smart TV market. The competitors are not only old competitors such as Huawei Glory, but also traditional home appliance manufacturers such as TCL, Skyworth, Hisense and so on.
Liu Yaoping’s road ahead is bound to be full of challenges.
Fighting power of “Avengers”
What is waiting for Liu Yaoping is destined to be a bloody and fierce battle, and Lu Weibing is also facing the same situation.
Last year, Lu Weibing said that major home appliances are facing huge opportunities. The market pattern has not changed over the years, and so has the television industry.
To this end, last year Redmi not only launched a number of mobile phones, but also released Redmi’s first laptop computer RedmiBook 14; oversized Redmi TV; Redmi Xiaoai speaker Play and Redmi router AC2100 and other products.
In February this year, Lu Weibing said in an interview that in 2020, Xiaomi reorganized and confirmed the strategy of Xiaomi in the Chinese market, that is, the dual-engine strategy of mobile phone + AIoT. The first thing is to implement and implement this strategy in the Chinese market..
Lei Jun once said that 2020 is a key year for Xiaomi to promote the “mobile phone + AIoT” strategy. It is conceivable at this moment that Lu Weibing and Liu Yaoping are important in Xiaomi.
At the beginning of 2019, when Lu Weibing just joined Xiaomi, he served as vice president of Xiaomi Group and concurrently general manager of Redmi Redmi brand, responsible for the brand building, product design, production and sales of Redmi Redmi.
Only one year later, at the end of 2019, Xiaomi issued a new executive appointment notice. Among them, Lu Weibing, who had just joined in less than a year, became the president of China, and continued to serve as the general manager of the Redmi brand to report to CEO Lei Jun.
At that time, it was the time when Xiaomi separated Redmi and operated it as an independent brand, forming a distinction from Xiaomi, which impacted the “extreme price / performance ratio” and the “extreme experience” in the high-end market respectively.
However, shortly after Redmi’s independence, vivo’s main cost-effective sub-brand iQOO was released, OPPO recalled the sub-brand Realme in overseas markets, and then launched the Realme X series of products focused on cost-effectiveness.
In the face of a strong enemy, Lu Weibing ’s pressure can be imagined, but in order to ensure that he has enough space to play, Lei Jun also gave him a very broad authority.
Fortunately, Lu Weibing did not let Lei Jun down. His first model, Redmi Note7, sold more than 20 million units in seven months; the upgraded version of Redmi Note8, sales exceeded 10 million units in three months.
At the same time, under the leadership of Lu Weibing, Redmi not only maintained the “extreme price / performance ratio”, but also brought the first flagship product Redmi K20 series, and sales also reached 4.5 million units in six months; the first 5G mobile phone Redmi K30The starting price of 5G is directly set at 1999 yuan, which will bring the price of 5G mobile phones to a new dimension.
According to Xiaomi’s 2019 annual report and 2020 Q1 financial report, the annual sales of Xiaomi and Redmi reached 124.6 million units in 2019. At the same time, Canalys, a third-party agency, said that Redmi Note 7 is the best-selling Chinese brand mobile phone in the world in 2019, Redmi Note 8The series is the second best-selling smartphone in the world in the first quarter of 2020.
In 2019, Redmi’s overall performance even surpassed Xiaomi. At the same time, due to the extremely cost-effective characteristics of Redmi, some Xiaomi users switched to buy Redmi, which was ridiculed by netizens as “dry turning Xiaomi.”
Under the leadership of Lu Weibing, Redmi further strengthened the ultimate price-performance label, thus he established a stable position in Xiaomi, and the ultimate experience was borne by Xiaomi, for which Xiaomi is also recruiting talents in all aspects.
The era of managers and Xiaomi in the next decade
Chang Cheng has never stopped his “touch porcelain” marketing routine. When he was the vice president of Lenovo Group, Chang Cheng has been “touching porcelain” friends and businessmen, and Xiaomi is often the target of “touch porcelain”.
In January of this year, Chang Cheng had just left Lenovo from the forefoot and accepted Lei Jun ’s olive branch as the vice president of Xiaomi Group, responsible for mobile phone product planning.
Since then, Chang Cheng directly stated that Xiaomi will fully benchmark with friends, Redmi brand will glorify, Xiaomi’s Pro series will benchmark Huawei Mate series, digital series will benchmark Huawei P series, and MIX series will benchmark iPhone.
The second from left is the regular course, Tu Yuan Lei Jun Weibo
After joining Xiaomi, Chang Cheng’s Weibo marketing has not been interrupted, and three or five Weibo posts are posted every day to build momentum for its own product promotion.
However, it didn’t take long for Chang Cheng to arrive at the new club, which brought Xiaomi a marketing crisis.In April this year, when promoting the Xiaomi Mi 10 Youth Edition, in order to highlight its camera, zoom and other capabilities, it used content such as prying privacy and cheating, which immediately caused controversy.
Although Changcheng deleted this Weibo in time, it still caused serious adverse effects for Xiaomi. For this reason, Xiaomi Company and Changcheng both apologized, and Changcheng also donated 100,000 yuan to the charity foundation as a warning.
This is not the first time Xiaomi has punished professional managers.
In 2017, Xiaomi dug into Wang Lingming, vice president of Tianyu Mobile, and served as vice president of Xiaomi Group. By the end of the year, Xiaomi changed its name to the Sales and Service Department. Wang Lingming was promoted to vice president and general manager of the sales and service department.
At that time, Xiaomi Sales Service Department was the largest company in the company, with 6048 people, accounting for 41.7% of the total number. The general manager of the sales service department was originally served by Xiaomi veteran Lin Bin. After he led the layout of Xiaomi sales channels, Xiaomi graduallyPull back on track.
Let Wang Lingming serve as the general manager of this important department, which shows that Lei Jun attaches great importance to it. In January of the following year, Wang Lingming also issued a military order, saying that Xiaomi will return to China’s first place within 10 quarters, but just after one year,He went to Xiaomi International as the vice president of the international department, responsible for promoting the expansion of Xiaomi’s African business.
However, what was unexpected was that on the evening of May 23, 2019, Xiaomi Group sent an internal mail to all members of the International Business Department and quickly dismissed Wang Lingming on the grounds that it violated the law on public security management and punishment.
Although Wang Lingming has management experience in supply chain, marketing, retail and other fields, Lei Jun still gave up on him. At the same time, not all the external executives recruited by Lei Jun can stay in Xiaomi.
Earlier, in October 2013, Xiaomi had dug into Hugo Barra, Google ’s vice president of Android product management, as Xiaomi ’s vice president, responsible for Xiaomi ’s international business development and strategic cooperation with Google Android.
According to IDC data from a third-party organization, during Hugo Barra ’s tenure, Xiaomi ranked fourth in the Indian market for smartphone shipments in the third quarter of 2016, second only to Samsung, Lenovo and Micromax, and Xiaomi in Indonesia and other Southeast Asian countries.Was welcomed, but the huge investment in the South American market eventually collapsed, and other markets have no success.
In 2017, Hugo Barra stated that he left Xiaomi for health reasons and returned to Silicon Valley.
Today, the overseas market of Xiaomi is becoming more and more important.According to Xiaomi’s Q1 financial report for 2020, the total overseas market revenue was 24.8 billion yuan, a year-on-year increase of 47.8%, accounting for half of total revenue for the first time.
In the future, Xiaomi will inevitably need to focus on competition in overseas markets. Lei Jun has lost Hugo Barra, and then he will need to find a cattle man who can lead Xiaomi to internationalization.
On the other hand, the founding team of Xiaomi also gradually retired.
When Lu Weibing joined, Xiaomi also announced that Xiaomi co-founder Li Wanqiang had left the company for personal reasons.Li Wanqiang was not the first founding member to leave Xiaomi. In 2018, two members, Zhou Guangping and Huang Jiangji, had already left.
As the members of the founding team of Xiaomi leave one by one, external managers enter the road of promotion. In the words of Lei Jun, Xiaomi begins to enter the next decade of “re-starting business”.
After Xiaomi released its 2019 interim financial report last year, Lin Bin sold 41.134 million shares of Xiaomi Group and cashed about 340 million yuan. This move undoubtedly caused small and medium investors to question the value of Xiaomi’s stock.In order to stabilize the stock price, Lei Jun directly signed the “President’s Prohibition Period Promise”, disclosing that Lin Bin will no longer sell Xiaomi stock within one year.Then in November 2019, Lin Bin stepped down as president of Xiaomi Group and changed to vice chairman of Xiaomi Group, fading out of Xiaomi’s first-line business.
“Release the burden of the past and start a new business.” On March 27, Lei Jun said on Weibo.
Newcomers enter, old people exit.At that time, Xiaomi was already a Fortune 500 company, and it was no longer the small company among the offices in Yingu Building, but the Xiaomi Group with a 340,000 square meter technology park.
Xiaomi has gone through a decade of start-up, and in the next decade of re-entry, Lei Jun needs more executives with experience, resources and teams to help Xiaomi reach the next peak. Xiaomi is moving from a partner era to a manager era.
In the next ten years, what kind of story will I tell?