小米正在活成格力的样子

远川商业评论2021-05-08

小米最近一直活在聚光灯下。华为承受的贸易制裁打断了华为手机的上升势头，加上从4G到5G换机浪潮，原本“生于性价比，困于性价比”的小米，又重新得到了新的产品突破空间和改头换面的时间窗口。在产品端，小米一口气推出了10S、11Pro、11Ultra和MIXFOLD四款高端高价机型，力图改变以基础机型、主打性价比的过往路线；创始人雷军也终于下定决心造车，并声称要“押上全部战绩和声誉”。在销售端，小米也...

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懵懂的小寶貝
·2021-05-08
Hi
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Ylychg
·2021-05-08
?
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- Ylychg:
  ?
  2021-05-08
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- Yuyi:
  ?
  2021-05-08
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FTGR
·2021-05-08
Strong [微笑]
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1
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- Alfano:
  [开心]
  2021-05-09
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- AWMP:
  [强]
  2021-05-09
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- ElliveN:
  [Strong][Strong]
  2021-05-08
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__终结__
·2021-05-08
[驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝] [驚訝]
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- Pepeflabs:
  [财迷] [财迷] [财迷] [财迷] [财迷] [财迷] [财迷]
  2021-05-08
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史无前例7
·2021-05-08
小米產品價廉物美，性價比超高！
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- Yuyi:
  ?
  2021-05-08
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Chong5512
·2021-05-08
[財迷] [財迷]
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汉堡__chen__GI
·2021-05-07
講了半天請問有什麼高建
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- Windtalker78:
  哈，同感。好不好? 买不买?
  2021-05-09
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- 木凡yf:
  只是篇较浅的研究分析
  2021-05-09
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Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"01810","symbol_name":"小米集团-W","start_time":0,"source_url":"https://mp.weixin.qq.com/s/tfY-AuI7daEh9dMCiJdjEg","article_id":"2133339507","we_media_id":null,"thumbnails":["https://static.tigerbbs.com/3df686d3a6ca977e8c6841905eb7e18c"],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2133339507","pubTimestamp":1620447050,"sourceInfo":{"source_id":"lsy1585921707636","name":"远川商业评论"},"weMediaInfo":null,"summary":"去年12月，第1000家小米之家开业。短短一个月后，1000家小米之家在一天内同时开业，进驻河南、江苏两个省份的县级市场。今年4月，第5000家小米之家门店在沈阳落地。这种迅速下沉开门店的扩张思路，像极了小米的老对手格力。三是小米授权体验店，加盟商投资并由加盟商经营，主要开在县级市场。这恰恰是小米的弱点。其二，小米将积压库存都记在自己账上，减轻渠道的资金周转压力。同时，小米之家也是展现小米百货生态链的方式。","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"01810":"小米集团-W"},"translate_title":"Xiaomi is living like Gree","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/0e6cdee93ed98be97a756a4b242cc185","symbols_score_info":{"01810":0.9},"content_text":"小米最近一直活在聚光灯下。华为承受的贸易制裁打断了华为手机的上升势头，加上从4G到5G换机浪潮，原本“生于性价比，困于性价比”的小米，又重新得到了新的产品突破空间和改头换面的时间窗口。在产品端，小米一口气推出了10S、11Pro、11Ultra和MIXFOLD四款高端高价机型，力图改变以基础机型、主打性价比的过往路线；创始人雷军也终于下定决心造车，并声称要“押上全部战绩和声誉”。在销售端，小米也大刀阔斧地改变线下销售渠道。去年11月，中国区总裁卢伟冰在RedmiNote9的发布会上表示，2021年要让每个县城都有小米之家，不只卖手机，还要卖一堆家电、生活用品。随后，小米通过配售加发债，募资约40亿美元，开始高速的门店扩张之路。去年12月，第1000家小米之家开业。短短一个月后，1000家小米之家在一天内同时开业，进驻河南、江苏两个省份的县级市场。今年4月，第5000家小米之家门店在沈阳落地。这种迅速下沉开门店的扩张思路，像极了小米的老对手格力。本文将聚焦三个问题：01. 小米以前的线下渠道有什么问题？02. 小米这次线下战役有什么新打法？03. 快速扩门店可能会遇到什么问题？琳琅满目的商品，如果按照同质性、差异性来划分，可以分出两大阵营：一类是同质性很强的，例如饺子面条床单空调冰箱。一类是差异性很强的，例如时尚服装手机相机电视。同质性强的产品，通常要赚人口基数和竞争格局的钱；差异性强的产品，则要用优秀的产品力来赚细分人群的钱。小米靠卖手机起家，后来也卖空调插线板电饭煲等等，横跨两大品类。去年2459亿收入里边，手机贡献了1522亿，各种家电贡献了674亿。但在跟多个垂直品类的对手竞争的过程中，飞轮效应和销售渠道也为此而一直摇摇晃晃。先拿主要收入来源的手机来说。各种日新月异的功能，以及换手机所需的配套服务，让中国至今仍有超过70%的手机是通过线下门店卖出去的，而不是通过声势浩大动辄百亿补贴的网购平台，尤其是在广袤的低线城市市场。例如，总是连在一起开店的OPPO和VIVO，截至2020年前三季度，各有超过20万家门店，在三线及以下城市的安卓机市场份额占比均约20%，合计占据了近半江山。又如华为，在2020年，国内市场上一度每卖出2部智能手机，就有一部是华为的。支撑这个销售量的基础，是数以万计的销售网点。显而易见，跟OPPO、VIVO、华为的门店数量相比，小米的5000家门店就有点小巫见大巫了。规模庞大的销售网点，需要同样数量庞大的经销商网络来支撑。在中国，只有10%的手机是厂家直销的，90%都是由经销商卖出去的。简单说，在卖手机这件事情上，谁有更多的门店和经销商，谁就能更容易地抢占份额。在华为手机遇到困境后，剧本也确实是这么写的。从去年11月到今年2月，OPPO市场份额上升了8%，VIVO也增长4%，而小米只多了2.4%。那么问题来了：为什么小米的经销商、门店数量滞后于对手？想让人帮忙卖货，就得让人能从中赚钱。在2020年底重建线下渠道之前，小米搭建了一个想覆盖不同层级市场的门店体系，共有四种门店：一是小米之家，自建自营，一开始只在一二线城市才有，2016年开放加盟，但加盟商只出店面，小米产品仍然归小米来卖。二是小米专卖店和直供点，加盟商投资并由加盟商经营。三是小米授权体验店，加盟商投资并由加盟商经营，主要开在县级市场。四是大卖场渠道，例如苏宁国美等等。但构造再复杂的销售体系，都绕不开一个最简单的问题：怎样让经销商赚到钱？这恰恰是小米的弱点。在一个普通的手机店里，OPPO、VIVO、华为、小米同场竞技，通常会是小米落于下风。这跟产品质量无关，而是一个渠道利润空间的问题。小米以自营平台和直销起家，早早划定了手机毛利率的上限不超过5%，然后从小米出厂到销售前线，扣掉物流、租金，留给经销商赚钱的空间就可想而知了。相比之下，OPPO、VIVO不仅会给拿货多的门店配一个店家不用自掏腰包的销售，还会免费做广告、更换门面。OPPO、VIVO这种做法，叫做“产销联合体”，是段永平在经营步步高的时候，从娃哈哈手上学来的，跟全国的渠道商建立的互相交叉持股的关系，再加上高额返利，例如OPPO、VIVO现在给到渠道的加价空间是25%左右，远高于小米。除此以外，还有“深度分销”。在销售一线，厂商并不只是简单地给高提成，而是只要手机店拿一定数量的货，厂家就会派销售员到店里去，而不是让店家自己销售，从而更直接地控制住价格体系。这一套OPPO、VIVO、格力、公牛、海天、伊利等等线下霸王玩得滚瓜烂熟的销售体系，对互联网基因浓重的小米来说并不是一件容易掌握的事。所以，这一轮渠道改革，小米打算另辟蹊径。其一，小米打算用“资金回报率”替代直接的加价率来作为测算标准，具体算法是用毛利减去费用，再乘以周转，鼓励经销商卖热门商品、而且要卖得快。其二，小米将积压库存都记在自己账上，减轻渠道的资金周转压力。其三，把更多的新店做成大店，开在购物中心。跟满大街的OPPO、VIVO短兵相接抢铺位肯定不是好策略，还不如把更多的产品放在新店里，在更宽敞的购物中心里开业。然而，能不能让经销商赚钱，还只是其中一个问题而已。在消费行业，一家公司在自建渠道和销售网络后，经常能享受到每多一款成功产品就多一份纯利的事半功倍。例如，上海家化先有六神花露水再有佰草集，公牛先有插线板再有开关和LED灯，海天先有酱油再有蚝油虾酱等等，这些后发的成功产品都借用并进一步推动了公司的业绩上涨。但想做到事半功倍，前提是产品跟渠道得是匹配的。不匹配的例子也有，例如娃哈哈卖白酒，就做得不成功。放在小米身上，手机XAloT的口号小米已经喊了很多年，此次扩张依然延续了此思路，小米之家的产品品类包括数码、家电、出行等，电视、空调、洗衣机和冰箱四大件也是小米之家的主力推广产品。同时，小米之家也是展现小米百货生态链的方式。门店里品类丰富齐全，大到电视、空调，小到音箱、手环、插线板等都可以在小米之家买到。结合小米布局在各地购物中心的选址，可以看出小米力图用丰富的sku打造一种生活家居业态——在门店实现一站式的购物，以loT平台连接所有智能产品，实现“智能家庭”。但不同的产品需要不同的消费场景。并不是手机、空调、插线板、电视、电饭煲都适合在同一个门店中进行销售。以占据插座市场60%以上份额的公牛为例，它的两千多个经销商辐射了23万家五金店、22万家日杂店、13万家超市、12万家手机店、2万家办公用品店。卖插线板、卖灯泡，都符合同一个消费场景：下班回家，突然发现家里灯泡炸了，插座坏了，来到小区门口的小店，买来应急。所以对消费者来说，买插线板、买灯泡的时候，不图便宜，最好就近。而小米卖插线板，门店如果开在中大型购物中心，上午十点才开门，价格也没有很强的优势，拿什么跟公牛抗衡？实际上，小米之家的门店客单价一般在700-900元，依然主要依靠手机，电视等大件的支撑，IoT设备等其他产品只是小部分连带销售，协同效应有限。2017年8月，雷军花了4天时间去河南县乡考察，并宣布要以“小米小店”打下县乡市场，但小米小店最终没能成功。2020年，下乡调研的人变成了小米总裁卢伟冰，不变的是小米的县乡政策。无论如何，小米终于下定决心，重新开始了线下渠道的补课之路。开门店、派员工、吸引渠道商，雷军的打法，也和老对手董明珠曾经走过的路越来越像。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":107121378,"gmtCreate":1620454760594,"gmtModify":1704344004122,"author":{"id":"3582539014070275","authorId":"3582539014070275","name":"懵懂的小寶貝","avatar":"https://static.tigerbbs.com/1e82c8566cce4dbe6580b4732e0d0559","vip":1,"crmLevel":1,"crmLevelSwitch":0,"authorIdStr":"3582539014070275","idStr":"3582539014070275"},"htmlText":"Hi","listText":"Hi","text":"Hi","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/107121378","repostId":2133339507,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"},{"id":107181404,"gmtCreate":1620452510708,"gmtModify":1704343978912,"author":{"id":"3579527905061704","authorId":"3579527905061704","name":"Ylychg","avatar":"https://static.tigerbbs.com/44bba94c2f5b09cfa3b014163f59f3ba","vip":1,"crmLevel":2,"crmLevelSwitch":0,"authorIdStr":"3579527905061704","idStr":"3579527905061704"},"htmlText":"?","listText":"?","text":"?","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":2,"repostSize":0,"link":"https://ttm.financial/post/107181404","repostId":2133339507,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":4261442,"gmtCreate":1620452675393,"gmtModify":1680787600440,"authorId":3579527905061704,"author":{"id":3579527905061704,"idStr":"3579527905061704","authorId":3579527905061704,"name":"Ylychg","avatar":"https://static.tigerbbs.com/44bba94c2f5b09cfa3b014163f59f3ba","vip":1,"crmLevel":2,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":107181404,"type":1,"supId":4261440,"prevId":0,"content":"?","text":"?","html":"?"},{"id":4261440,"gmtCreate":1620452638649,"gmtModify":1680787597830,"authorId":3568885585448254,"author":{"id":3568885585448254,"idStr":"3568885585448254","authorId":3568885585448254,"name":"Yuyi","avatar":"https://static.tigerbbs.com/2c6eeb186816d2dcbffddfa79e1b8f21","vip":1,"crmLevel":2,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":107181404,"type":1,"supId":0,"prevId":0,"content":"?","text":"?","html":"?"}],"langContent":"EN"},{"id":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