小米满9岁,我们做了一个小盘点!

2010年4月6日,在北京中关村保福寺桥边上的银谷大厦,十四个人一起喝了小米粥,一家叫“小米”的公司开始运转。到今年,小米公司9岁了。在这样一个节点,我们如果要给小米做一个盘点,应该谈点儿什么呢?

当时一起喝小米粥的除了曾任金山CEO的雷军外,还有原Google中国工程研究院副院长林斌、原金山词霸总经理黎万强、原微软中国工程院开发总监黄江吉等人。一群来自于金山、谷歌、微软的互联网人,因为不满国产手机行业遍地山寨、缺乏精品、价格虚高的状况,而选择投身手机行业。40岁选择再创业,已经推动金山成功IPO的雷军并非单纯为了追求财富,而是“希望用我们的能力改变中国制造业,做感动人心的好产品”。

2010年,全球手机销量已经达到了16亿台,较2009年增加了31.8%。其中智能手机占比19%,年度增幅高达72.1%。诺基亚虽然正在下滑,但是依然占据了近三成的市场份额。苹果年度增幅达到了87.2%,手机市场份额却只有2.9%,在智能手机领域占比也只有15.7%。当时的华为,还在运营商定制机市场徘徊,P系列和Mate系列尚未出现。对于智能手机市场来说,那是一个机会无限的时代。

作为一个新玩家,初生的小米在面对诺基亚、三星、苹果、中华酷联的情况下,开局堪称完美。使用MIUI、米聊等移动互联网应用开路,雷军完成了在手机领域的铺垫。2011年7月12日,小米正式宣布进军手机市场,MIUI、米聊、小米手机构成了雷军“硬件+软件+服务”的架构主体。

随后,小米手机凭借价格优势和互联网营销,迅速席卷了整个中国手机市场。小米只用了两年半,就在智能手机行业做到了中国第一、世界第三。2014年小米手机销量超过6000万台,估值高达450亿美元。小米走上了第一个巅峰。

小米凭借互联网思维登上了手机市场第一的宝座,但是只保持了两年就开始下滑。做手机不能只靠互联网思维,销售也不能只靠互联网渠道,线下渠道强大的华为、OPPO、vivo让小米认识到了自己的缺陷。2016年,小米开始补课,一方面强化质量和供应链;另一方面加强线下渠道建设。组建质量部、设立质量委员会、强化小米之家职能、推动生态链建设,小米在2018年全球销量达到1.18亿台,重返全球第四。雷军为小米设下的目标是10个极度重返国内市场第一,但在竞争对手同样不断进步的当下,想要实现绝非易事。

不过,小米从始至终都不是一个纯粹的手机厂商。从一开始,出身软件互联网的雷军雷军就希望将小米打造成创新型的互联网公司。或许,在当年小米手机横冲直撞登顶行业第一的时候,这个目标曾经有些模糊;但是随后的低谷,恰恰让小米的发展方向变得更加明确。

从最初的“硬件+软件+服务”,到现在的“AIoT”,硬件业务之于小米,更像是突破到互联网以及物联网领域的敲门砖。无论是保证硬件利润不超过5%,打造“感动人心、价格厚道”的产品,和用户真心交朋友,还是打造小米生态链和新零售体系,都是希望尽量将目标用户吸引到小米的体系当中。

当用户认可了小米的理念后,无论是在购买过程中,还是在使用过程中,都可以在享受服务的同时为这个体系贡献价值。硬件的空间是有限的,服务的空间是无限的。小米在互联网服务方面的收入,从前年的99亿,增长到了去年的160亿元。在AIoT战略下,以物联网设备为基础的服务收入,可能更加庞大。

雷军在小米内部提出了“未来十年,增长十倍”的目标,能否实现,就要看“手机+AIoT”双轮驱动的战略能否实现了。

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