At two o'clock in the morning on February 13, Beijing time, San Francisco, Xiaomi debuted before the US media. In the coming months, mi.com, the online store, will enter the US market and sell gadgets such as headphones, mobile power and wristbands, but will not sell core products such as mobile phones and televisions.
Lin Bin, the founder and co-founder of Xiaomi, who attended the event, said that the phone bill subsidy model in the US market could not play the advantage of the Xiaomi mobile phone's cost price, and obtaining FCC product certification was also more tedious. Therefore, Xiaomi did not plan to sell mobile phones for the time being.
Hugo Barra, vice president of millet responsible for the global market, also said that Xiaomi needs a lot of work to implement localization on hardware and MIUI software. At present, it is accelerating the process of entering the U.S. market and accumulating popularity from selling Xiaomi’s peripheral accessories for mobile phones.
Lin Bin: Xiaomi's Internet Thinking
Although Xiaomi has been a frequent visitor to US technology media reports, this San Francisco conference is the first time that Xiaomi has held an official event in the United States. Lin Bin first introduced the achievements made since the establishment of Xiaomi: the number of mobile phone shipments in the Chinese market, the country's third largest e-commerce platform, and the popularity of Xiaomi’s mobile phone: 5 of the 8 most active mobile phones are Xiaomi’s mobile phones, only Second to the length of use of the iPhone.
Next, Lin Bin introduced the five chapters in five chapters to use the Internet to think of “doing products,†“marketing,†“making friends with rice flour,†“selling products,†and “doing customer service.â€
An example of an Internet thinking product is MIUI's development model.
Examples of internet thinking market are official forums and Weibo.
Examples of fans of Internet thinking are rice flour festivals and local city associations.
An example of Internet thinking selling products is the sale of 1.16 million mobile phones a day by the Tmall.
An example of internet thinking services is that the average delivery time is less than 2 days.
Hugo Barra: What distinguishes the 100 million users of MIUI?
Hugo Barra, former vice president of Google Android Products, joined Xiaomi in August 2013 and is responsible for Xiaomi’s international business. He first introduced MIUI as a user-involved system for development. It is updated weekly and fits hundreds of models. Then it introduces some key features of MIUI, including several major functions designed for the Chinese market.
Hugo Barra's introduction to MIUI product details is mainly intended to respond to US media accusations of MIUI "plagiarizing" Apple's iOS system. Hugo Barra specifically selected features that MIUI has and Apple iOS doesn't have to prove the innovation of MIUI.
It is worth mentioning that the relationship between Xiaomi and Google is very good. The day before the event, Lin Bin and Hugo Barra visited the Android team. At the event, a photo of an Android team dining with Xiaomi was also displayed. US media Recode said that Xiaomi and Google “sexy love†made them feel very surprised. They did not expect the two teams to have a good relationship.
Lin Bin: Xiaomi smart family progress
Lin Bin again took the stage to introduce Xiaomi’s progress in smart homes. On December 9, 2014, Xiaomi released the air purifier and the Xiaomi intelligent module priced at RMB22, which allows ordinary appliances to implement “network control†functions and manage them through a unified Xiaomi Smart Home APP.
Hugo Barra: Planning for Overseas Markets
According to Hugo Barra, currently Xiaomi has its own mobile phone business in mainland China, Taiwan, Hong Kong and several Asian countries (New Overtime, Malaysia, Philippines, Indonesia, India). The next market that is preparing for entry is Brazil in South America.
On-site questions: patents and "plagiarism"
Some American reporters asked if millet phones do not enter the U.S. market because of patent issues. Lin Bin stated that Xiaomi Technology is still a start-up company and the company will encounter patent problems during the development process. It takes time to solve this problem. Xiaomi Technology attaches great importance to patents. For the US market, Xiaomi Technology will come sooner or later.
Some reporters also asked why MIUI is similar to Apple's iOS, and the style of the promotional video is also quite consistent. Is this just a coincidence? Lin Bin said that you should seriously experience our products and judge them again. You can't just see that some of the icons use the same shape, and you know that this is plagiarism. Carefully used, you can understand the obvious difference between the two.
to sum up
Although there is no plan to sell in the US market for the time being, Xiaomi's activities in San Francisco brought almost all star products to the venue and gave the US media a chance to experience it.
From the report of the American media after the event, Americans are not impressed by Xiaomi's "Internet thinking." They are more concerned about when Xiaomi can let Americans "enjoy the pleasure of Chinese technological innovation."
The difficulty of the US market, Xiaomi must be crystal clear, through the fittings to test the water may be a good choice.
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