Every appearance of Lei Jun and Xiaomi's mobile phones is indispensable to the public platform and private assistance of these platforms. They are the investment targets of Lei Jun, covering the propaganda line, e-commerce line, entrance line, community line and software line. They went into battle with their brothers with strength, and the definition of Xiaomi changed from a company selling mobile phones to an ecology. The following is the full text of the tiger sniffing analysis: from empty alley to futures sale, from the first dual-core to crash restart, from Xiaomi mode to over-marketing, although there are different opinions, with the sales record of more than 4 million mobile phones, Xiaomi Technology has become the fastest-rising role in the cmnet wave. Lei Jun has publicly stated that Xiaomi will be his last battle as an entrepreneur. In this case, it is very natural for Lei Jun to dedicate all his business experience, understanding and resources in the first 20 years to Xiaomi. And his most direct leverage is a series of companies he invested in. Do we still remember the live video when Xiaomi's mobile phone went on the market more than a year ago? In the video, several big bosses of Lei Jun Investment Company appeared together to support Lei Jun and Xiaomi. They include Chen nian, CEO of Vanke Eslite, Yu Yongfu, CEO of UCWEB, Li Xueling, president of Duowan Games, Zhao Shicheng, founder of Shangpin.com, Sun Taoran, CEO of Lacarra, Bi Sheng, founder of Letao.com, etc. They made a unified move, expressed their blessings to Xiaomi, and dropped their old mobile phones on the ground together, mostly iPhone. This video is not only a performance of laughter, but also a metaphor, which shows that Lei Jun's trip to Xiaomi is inextricably linked with these Lei Jun companies. This paper attempts to analyze the cooperation (possibility) at the capital level by combing and summarizing the cooperation between Xiaomi and Lei Jun Company at the management level, and make an observation: Xiaomi is gradually changing from Lei Jun's beloved chess piece to a chessboard; The definition of Xiaomi has changed from a company selling mobile phones to an ecology. Ecology! Lei Jun repeatedly said? City dream rate? That is to say, it contains this meaning. Xiaomi, how can you go to IPO with a pure mobile phone company to meet the valuation of investors now? When we analyze how Lei Jun takes Xiaomi as the core to help each other's assets and effectively revitalize every inch of his capital map, we have to be impressed by Lei Jun's sensitive business sense and mind. The reason why (integration) didn't happen to other angel investors or entrepreneurs is because most people didn't invest in the whole chain of mobile Internet from the beginning like Lei Jun did. So, let's talk about Lei Jun's layout line first. Lei Jun's layout line? Reliability is more important than anything else. ? This is the sentence that Lei Jun explained most about his speculative ideas. Of course, there is another sentence:? The essence of angel investment is to invest in acquaintances, not strangers, because it can reduce the investment cost. ? Is Lei Jun really just casting? People? What? Let's see what kind of investment layout he has: First, the propaganda route: media online, investing in senior media person Lin Jun, focusing on Lei Feng. Com, which reports on the mobile Internet, and Great Wall Club, an offline social conference organization (the organizer of GMIC); The second e-commerce line: Vanke Eslite, Letao and Shangpin; The third entry line: mobile Internet entrance UCweb, offline payment entrance Lacarra, voice entrance YY/ Kawara Tsutomu chat /iSpeak, read more; The fourth community line: traveler network, good doctor, more play, good news, too beautiful; Article 5 Software Line: Jinshan, Keniu and Jiayin Wireless. Finally, I went out to be a hardware company Xiaomi. It can be seen that Lei Jun's investment principle goes far beyond this. Investment acquaintances? So single, and its impact on the mobile Internet? Card position? Appeal. The integrity of its layout far exceeds that of its old rival Zhou, which is also widely distributed. Even Cai Wensheng, which is famous for casting its net widely, is slightly lost in system layout. Is this layout just a coincidence for Lei Jun? At least on the marketing road of Xiaomi's mobile phone, Lei Jun's subordinate companies have made great efforts, and the story of brothers going into battle is endless, which is really worth a try. Lei jun borrows from each other? Lei Feng Net and the Great Wall Club: Xiaomi teased Lin Jun, the founder of Lei Feng Net, and never concealed his friendship with Lei Jun. In his book "Fifteen Years of Boiling", he once named Lei Jun? The Internet is far from reaching its due climax, and the mobile Internet will create more and greater miracles. Do you believe it, Lin Jun? This judgment on the mobile Internet is placed in a very prominent position. Whenever Xiaomi releases or will release a new mobile phone, Lei Feng. Com always publishes news as a pioneer. Even on 10/28/0, the headline "Here comes the Xiaomi 3 concept machine" was used to create momentum for 10/0/0 Xiaomi 2 mobile phone to be released on 30/0. If you search for keywords in Lei Feng. com？ Xiaomi? In two words, we can see that the exposure rate is much higher than that of similar brands. The Great Wall will provide Lei Jun and Xiaomi with an offline platform that can be positively exposed in front of mobile Internet peers, investors and entrepreneurs. Great Wall will introduce itself as follows: Great Wall will devote itself to building the most influential mobile Internet business platform in the world. The Great Wall Club will develop its member network, hold a global mobile Internet conference, organize regular industry activities every month, and establish vertical media of mobile Internet. ? The annual Global Mobile Internet Conference (GMIC) is the most direct impression of people in science and technology on the Great Wall Conference. This year's GMIC has set a record in Beijing and Silicon Valley. It can be said that the domestic TMT conference has gone abroad for the first time. Look at the appearance of Xiaomi Technology at two GMIC conferences. In May this year, Lei Jun occupied the most important top two and bottom two positions in Beijing GMIC20 12. Card position? Meaningful dialogue and speech opportunities. As the chairman of the Great Wall Society, his appearance and speech content are nothing. Moderator? It means that 95% of the focus is on Xiaomi's preaching. Lin Bin, president of Xiaomi Technology, also appeared at one of the round tables. As for GMIC-SV held in Silicon Valley on June 5438+ 10 this year, Xiaomi Technology also occupied two most important lecture/round table positions on the first morning of the conference. UCweb, which also belongs to Lei Jun Department, also got a very good opportunity for booth exposure and speech in all the meetings of the Great Wall Club, which is also an effective diffusion of the propaganda force of Lei Jun Department. ? Jinshan UCweb Vanke: The marketing of Xiaomi mobile phone of Xiaomi Mutual Aid Association is the most effective combination with companies of Lei Jun Investment Department, among which Jinshan, Vanke and UCweb are undoubtedly representatives. Let's take a look at what Xiaomi mobile phone has brought to our allies. In the list of pre-installed software of Xiaomi mobile phone, we can see that several Lei Jun companies' software, such as Kingsoft, Duokan, Michao, Ke Fan, Letao, Kingsoft Express, YY Voice and WPS, are all built into MIUI, and this alone is enough to bring millions of installations to these software companies. According to the CPA fee of the current Android channel market 1.5-2.5 yuan/Zhang, it is next to Xiaomi. Naturally, these companies should also contribute marketing resources to Xiaomi. As the most loyal fan of Lei Jun, Fu Sheng, the current CEO of Jinshan Network, likes to publicly wave the flag for Xiaomi in Weibo and even let people go during the National Day? No one sent Xiaomi 2 as a two-day welfare for Jinshan network employees? News. In addition to directly driving mobile phone sales for Xiaomi, the software accumulation of Jinshan Network also helped Xiaomi to lay the foundation for its demand in the cloud. Jinshan Express directly provides 15G cloud storage space for each Xiaomi mobile phone. In addition, as the most widely distributed subsidiary in the mobile Internet in Jinshan system, mobile game products will be quickly realized through the entrance of Xiaomi mobile phone in the future, and the operation sharing is undoubtedly the most successful case. When talking about the relationship between Jinshan and Xiaomi, an observer said: If you are a player of Jinshan game, you will find that the prizes of Jinshan game are all Xiaomi mobile phones. According to public information, Jinshan purchased 8 million yuan of Xiaomi mobile phones and accessories. In addition to the significance of stimulating the sales of Xiaomi mobile phones, the promotion of Jinshan games has also expanded the popularity of Xiaomi mobile phones. This trick is also used properly. The game needs prizes, and mobile phones belong to mass consumer goods. These two are very suitable. Vanke Eslite, outside Jinshan, is also the most active one for Lei Jun to mutually market Xiaomi. Repeatedly? Xiaomi mobile phone limited sales? It not only increased the exposure of Xiaomi brand, but also brought millions of users PV to Vanke through disguised traffic. Considering the limited overlap between Vanke Eslite consumers and Xiaomi mobile phone users, their spending power is consistent to some extent. Through several Xiaomi mobile phone sales activities, it has undoubtedly saved millions of promotion costs for customers with tight cash flow. The careful observer mentioned above even said: The release page of Xiaomi 1S Youth Edition was also advertised by Ke Fan, and the forwarding activity of Xiaomi's mobile phone on Weibo was also a prize provided by Ke Fan. ? UCweb, which will have a huge booth in the Great Wall, is also a typical example of Xiaomi's mobile phone mutual marketing. UC premium? It can be found in the official Weibo that from the launch of UC8. 1 browser to the eighth anniversary of UC Company, the prizes forwarded each time are Xiaomi mobile phone and F code with priority subscription right. Recently, at the press conference of Xiaomi 2, UC Company also released a public relations draft entitled "Official Release of Xiaomi Mobile Phone 2nd Generation Special Edition UC Browser". From YY to seeing more: the mutual help of Xiaomi Bureau's imagination at the capital level at the marketing level can only drive the limited sales of Xiaomi products, and this sales volume can not bring enough imagination space for the company's valuation. The hardware competition is very fierce. Use Huawei? Glory? With the release of the new quad-core machine and the emergence of Lenovo K860, Xiaomi 2 can't monopolize a certain product range like Xiaomi 1 generation in terms of configuration and price, which must have been predicted by Lei Jun long ago, even by those investors. From this point of view, Xiaomi, which has no product advantages and no unique achievements in software, is far from being able to bear the heavy responsibility of $4 billion valuation under the current system. Then our inference comes: Next, will Xiaomi and Lei Jun integrate some businesses and even capital? Jane. Xiaomi? The connotation of "mobile phone" has become an ecology, not just a mobile phone? In July, the industry once reported that YY and Mi Chat might merge. At that time, there was "YY and Mi Chat merged? I think so! This paper evaluates the significance of the merger of the two enterprises. Today, YY will be listed independently, but in the future, the road to integration with Mi Chat business has not been blocked. YY's performance on the mobile side is very scarce, and Mi Chat also needs a strategic magic weapon to get rid of the status quo of being neither dead nor alive. If the two can be integrated, they can leverage each other. Lei Jun and Li Xueling hold equal shares in YY, and their interests are highly consistent. Will YY, which gets funds from the market, contribute to this? Look at Xiaomi, look more. As we all know, Xiaomi and Duoduo have deep cooperation in the development of set-top boxes. Read more about the recruitment notice posted by Science and Technology in Shui Mu community in May this year as follows: The company also received an initial investment of $65.438+million from Lei Jun and others, and said that the promised follow-up investment reached $ 1 billion. Kanduo Technology and Xiaomi Technology are brother companies. If necessary, they can share various resources such as source code and supply chain with Xiaomi. ? Not only can you enjoy the source code and supply chain with Xiaomi company, but you may also get an investment of 1 100 million US dollars! See why and Xiaomi * * * enjoy the source code. Who will invest in this $100 million? According to common sense, a company with a financing of 1 00000000 USD has a valuation of only about 50 million USD, but in the recruitment notice, it dares to boast that it may be invested by1000000000 USD. Looking back at the Xiaomi set-top box that Xiaomi will launch in cooperation with Duoyue, as well as the future development trend of smart TV and its position in Xiaomi Technology, people can't help but ask: Will Xiaomi annex Duoyue and realize cooperation at the capital level? Reading more e-books you have been working on is a slow thing. After two years of accumulation, I have accumulated a lot in electronic reading technology and content, and I may also be a hardware reader next. However, it is only two years since Amazon Kindle entered China. Once the Kindle enters, it is difficult to cope with the current accumulation and strength. It can still survive in the e-reading market, but it will be very difficult in terms of growth space and growth speed. Instead of this, it is better to find Xiaomi and provide it with relevant technology and content, which is absolutely needed by Xiaomi, a simple mobile phone company at present. In terms of capital, the current shareholder structure is relatively simple, and the only external shareholders disclosed are Lei Jun and Xu Xiaoping, which is also conducive to the merger. If we look at the deep integration of the future and Xiaomi, then Lei Jun and Amazon really have a lot of fate. When Excellence was sold to Amazon, Lei Jun was able to realize it and had the capital invested by angels. Then I invested in a series of hard, soft and channel companies such as Ke Fan, Duokan and Xiaomi. Amazon started from the e-commerce channel and extended to hardware and software, becoming an ecological kingdom. Amazon has built an ecology by itself, and Lei Jun, with constant investment and integration, has vaguely turned into an Amazon-like China ecology, and once again met Amazon in China (only the main battlefield is not the e-commerce battlefield, but will Vanke have deep cooperation with Xiaomi in the future? )。 Therefore, Lei Jun should not be called Reebs, but? Rezos. . Of course, this is just a joke. Something serious is happening, that is, the integration of Lei Jun Department will continue. Xiaomi is not only a good business of Lei Jun, but also a good business of Lei Jun Department.