"Xiaomi" will become "Inter Milan", which is not a rumor made by others, but said by Lei Jun himself. In an interview with Fortune magazine, Lei Jun said that after successfully entering the Singaporean market, Xiaomi mobile phone will also enter Russian, Turkish, Brazilian, Mexican and Indian countries, thus upgrading "China Xiaomi" to "International Xiaomi". The reason why Xiaomi will become an inter Milan is very simple, because there is no room for Xiaomi in China's domestic market. Of course, this is not to say that Xiaomi has made any public anger, but that the domestic smartphone market has become saturated. If Xiaomi mobile phone wants to change the traditional market structure with "China Cool Alliance" as the main body, it must make a big breakthrough in the market segment. Although Xiaomi keeps saying that he wants to compete with Apple, we don't think it is even qualified to put shoes on Apple at the product level. The only shortcut left is to expand market share and increase the number of users. The simplest thing is to open up new markets. In the choice of domestic new market and foreign new market, Lei Jun finally chose this road abroad. What prompted Lei Jun to make up his mind to enter foreign markets? We know that the development track of Xiaomi mobile phone is a "miracle" in the mobile phone industry in China, because it is no longer suitable to describe it as "miracle". In less than three years, from a shell company to an annual sales volume of more than18.7 million units, this is not something that ordinary people can do, so where do Xiaomi users come from? We analyze the smartphone sales data of China (Ai Media Consulting Data) from 20 12 to 20 13 years after Xiaomi's mobile phone went on the market: in 20 12 years, the cumulative sales of smartphones in China market reached1690,000, with Samsung leading with 22.5% share, Lenovo, Huawei and Coolpad. According to IDC data, in 20 13, the sales volume of smart phones in China was about 320 million, which doubled over the previous year, while the sales volume of Xiaomi reached 1 8.7 million, and the market share increased by about1percentage point. In addition, the sales volume in 20 12 exceeded 25 million. Where did these more than 20 million users come from? We analyzed the growth process of Xiaomi mobile phone and were surprised to find that domestic mobile phones have developed rapidly for three years in recent years. In addition to the traditional four pillars, domestic mobile phone brands include smart phone manufacturers such as vivo, OPPO and Gionee, as well as emerging domestic mobile phone brands such as Coca-Cola, Zanthoxylum bungeanum and Alibaba Cloud System. It should be said that the competition is more intense than before. Did these users fall from the sky? Friends who are familiar with the mobile phone market must know that in the past three years, many small brands that were originally active in Shenzhen Huaqiang North market have disappeared, and Nokia has abandoned Saipan system and changed its course, but in the end it was ruined. Then, international mobile phone manufacturers such as Motorola, Sony and LG also became depressed, so it is not difficult for everyone to understand this. Why in recent years, with the collective rise of domestic mobile phone manufacturers headed by "China Cool Alliance", Xiaomi mobile phone can still develop at the speed of "God". The root cause is that Xiaomi is really "divine", because he seized the weak period of his powerful opponent and killed you when you were sick. Then why are you turning to overseas markets now? It's simple. Domestic competitors are more and more difficult to deal with. When your competitors learn the essence of your marketing and promotion, they also pull you several positions in the product. The cost and quality control are far better than your OEM platform, and the competitive pressure can be imagined. In the face of competitors with strong technical level who already know how to play the Internet mode, and the requirements of IPO for various operational indicators, it is urgent for Xiaomi brand to find new breakthrough points. The early launch of Xiaomi power supply, Xiaomi TV, Xiaomi tablet and Xiaomi router can be seen as a strategic deployment under this demand pressure, while the implementation of mobile phone products is to directly explore overseas markets. Compared with the red sea competition in the domestic mobile phone market, the overseas mobile phone market has become the cornerstone of the blue ocean strategy of various manufacturers, and Xiaomi is no exception. Singapore was only the touchstone for Xiaomi to explore overseas markets, and then the United States, Russia, Turkey, Brazil, Mexico, India and other countries were the decisive battlefields to determine whether Xiaomi's mobile phone could be more brilliant. The proposition of Xiaomi's overseas strategic success rate is a bit imaginary, which is a 50-50 ratio in probability, and various external factors are the root causes of the deviation of this ratio. Our successful experience of Xiaomi is summarized as follows: First, the cost performance is super high, and we will use the best hardware configuration platform at that time, but the price is the lowest among mainstream competitive products, which is staggering; The second is the futures strategy, that is, it will not be fully listed until half a year after its release this month, during which there will be a small number of products. Naturally, this third policy of snapping up sales was introduced, which is what we often call the hunger marketing strategy. You have to grab it, and you have to have an F code, in order to perfectly show the abnormal psychology of China people to the public. The key is that it can be well controlled, which has to be admired. But do foreigners buy this set? To say that the pioneer of overseas markets is Xiaomi mobile phone, ZTE and Huawei entered overseas markets as early as 10 years ago, and Coolpad began to expand the American market in 20 12. The monthly sales of single products in the United States exceed1300,000 units, while many small and medium-sized manufacturers in Shenzhen directly cooperate with overseas customers (mainly in Southeast Asia, India, the Middle East, Africa and other regions). However, it is not difficult to find that these domestic mobile phone companies all adopt the strategy of joining hands with local operators in China to realize product sales with the help of local operators. At most, it is a foundry perspective. Of course, this is not an example that Xiaomi is willing to learn, because he didn't work for overseas operators on behalf of the factory, so he became a second-hand dealer, which doesn't match its market goal of pursuing high profits and high returns. Since operators don't want to be around, they can only fight their way out through brand image building. In fact, this is not an impossible task. For example, OPPO's Blu-ray products shine brilliantly in the American market and become synonymous with high-end products, so Liu Ye took over OPPO's mobile phone business. Therefore, there are many successful cases of China products overseas, but it is a bit difficult to judge when the brand actually operates, such as Xiaomi's three axes. Can Xiaomi Sanbanfu operate in overseas markets? Will Xiaomi's mobile phone copy the domestic experience and be sure to succeed? Let's analyze the Xiaomi Sanbanfu mentioned earlier. First of all, the product, Xiaomi mobile phone is mainly aimed at the general mass market, dubbed as "dedicated to diaosi". The technical level of its products is actually not excellent, especially compared with traditional giants such as Huawei and Coolpad, not to mention international giants such as Samsung and Motorola, which have accumulated for many years. The most direct thing is that there are no 4G products on the market at present, which can't keep up with the hot technology in the industry. So can high-profile hardware attract the attention of overseas users? This is of course, but the low cost is not only achieved by Xiaomi, and the cost ratio is not comparable to these manufacturers in Shenzhen Huaqiang North, so the advantage of Xiaomi's outward migration is not obvious. This reason is hard to convince us. For the second futures strategy, it was born entirely for the sake of high price and low price. First sold, then out of stock. After three to five months, the components were not tight and the price came down. Of course, the cost can be controlled, so we loaded a lot of goods. This person who knows Xiaomi well knows it. If you still play this trick overseas, I can only say who will help you collect the body, especially when MSM8974AB becomes MSM8274AB. In an overseas market like the United States, the estimated claim amount is surprisingly high. Don't compare the wisdom of overseas market users with the IQ of China Diaosi, especially in some advanced developed countries that attach importance to the effectiveness of contracts, which may be a lawsuit of "underpants". As for the third point of snapping up and F code strategy, this can actually be said to be an attempt under different cultures. Perhaps the similarity of human nature will make this strategy recognized by market users all over the world. For example, one plus mobile phone tries to sell mobile phone products through invitation codes in the US market. This mode is similar to Xiaomi's F code, but the effect has not been supported by actual data. We believe that Xiaomi's fan marketing model is most likely to achieve initial results. The biggest threshold of this model is the impact of product experience on users. I doubt that an interface like MIUI, which is suitable for China people's habits, can really compete with CM, which is popular all over the world, form an influence among overseas users and promote the sales of Xiaomi mobile phones! Or you say that my target is overseas Chinese, maybe this is really a brand-new market segment. Without the promotion effect of word-of-mouth communication by fans, what do you think Xiaomi can leave? You know, the biggest winner of Xiaomi's marketing model in China is not users or manufacturers, but scalpers. Of course, some people say that Xiaomi is the biggest scalper of Xiaomi's mobile phone. Otherwise, how can Xiaomi always be out of stock and buy it at the scalper? There is no inside information. Can you believe it? But can this marketing model work if it is moved abroad? I think the biggest variable is the charm of HugoBarra, former vice president of Google. Whether he can support the overall situation determines the key to Xiaomi's success in markets such as the United States. Someone asked why it wasn't Lei Jun. Come on, like Luo Yonghao. At least he is from New Oriental, so he can learn English speech faster! The symbolic significance behind Xiaomi's test of overseas markets For the strategic thinking of Xiaomi's mobile phone entering overseas markets, we believe that the nature of testing water is greater. First, the description is an international brand, and it is qualified to compete with international manufacturers such as Apple and Samsung, instead of boasting as it is now. Second, test overseas markets, jump out of the Red Sea situation of domestic market competition, stop fighting with these domestic mobile phone manufacturers in price, and hope to open markets in emerging regions such as Russia, India and Southeast Asia and gain greater market share. Third, another round of financing is about to start, which is a step closer to the goal of IPO. There must be some achievements and market performance to interest investors in order to prove the correctness of this investment, and opening up overseas markets is very suitable for this demand. Fourth, it is a symbolic move, just like you put a small flag on the top of Mount Everest to show that you have been there, but no one will notice whether you were carried down by a stretcher or actually walked down by yourself. Meaning is greater than action itself. As for how much can be sold? Listen to God's will and do your best. Fifth, set a benchmark for domestic products, and the price increase is also "reasonable". At that time, Yu Chengdong of Huawei decided that the product of Glory X 1 sold in Europe was 399 Euros, which was equal to 3,353 yuan, while the domestic product only needed 1.799 yuan. As for how many units can be sold in Europe, it is not our consideration, but it is a temptation for domestic users. Do you think that products sold at such high prices abroad are only half the price at home, and you still don't buy them? To put it bluntly, it is a marketing tool. Is Redmi going to raise prices? It's possible! In short, we should show great respect for Xiaomi's entry into overseas markets. It will be a big step for domestic mobile phone manufacturers. Please applaud Inter Milan!