OFweek smart home network news Following Dong Mingzhu Gree mobile phone, Lei Jun also launched a millet air conditioning. A few days ago, a product named “Mijia Full Inverter Air Conditioner†appeared in the national 3C quality certification list. The applicant and the manufacturer are Sichuan Changhong Air Conditioning Co., Ltd., and the manufacturer is Beijing Zhimi Electronic Technology Co., Ltd. (Chi Rice is a company owned by Xiaomi.) The millet once again entered the air-conditioning industry, and this time it went from behind the scenes to the stage. Unlike the two years ago, the millet air conditioner has no detailed specifications and other information, but it is certainly the key product of the Mi family. Millet reproduces the air conditioning behind For millet into the air-conditioning market, the industry's more consistent view is that the entire air-conditioning industry has little effect on the pattern. In fact, Xiaomi will not compete for sales as the main goal. The more important goal behind millet air-conditioning is to complete the smart home "major puzzle" through smart air-conditioning. A From old beauty to new life Changhong This is not the first time Xiaomi has tried to enter the air-conditioning industry. As early as two years ago, Xiaomi and Gree's “what is right†hand in hand, jointly launched a “i youth smart air-conditioningâ€, claiming to be “the first air-conditioner for young peopleâ€, achieving “one-step connection†and “one "Key operation" and "one-hand control" functions. The air conditioner can even be used with the millet bracelet, set to automatically boot after returning home, automatically enter sleep mode after sleep, priced at 3099 yuan. However, this air-conditioning product is flat. In the past three years since the strategic cooperation between Xiaomi and the United States, there has not been much synergy in real business, and it seems that the air-conditioning products that the two have jointly created have not caused much wavering. With millet launching a series of smart new products such as air purifiers, rice cookers, laser projection TVs, balance cars, and electric toothbrushes through Mijia, this move also directly touches on the benefits of long-established beauty in the smart home market. Insiders pointed out that the above-mentioned conflicts of interest have made Xiaomi’s parting with the United States a necessity. The failure of the first test failed to stop Jimmy from making air conditioning. Last year, Xiaomi sought a professional team in the air-conditioning industry and hoped to open up the technology, channels and other industrial chains to prepare for the second entry into the air-conditioning industry. After a long journey with the United States, Xiaomi turned his attention to Changhong, which is accelerating its expansion in smart homes and artificial intelligence. He tried to use Changhong's technical experience to ensure the quality of Xiaomi's air-conditioning products. For Xiaomi, which is light asset and intelligent, it is Changhong’s strong strength in air-conditioning technology and manufacturing, and Changhong’s pursuit of intelligence. B "It's not easy to give birth." For Xiaomi's move to launch air-conditioning products, there are netizens who ridicule: Xiaomi enters the air-conditioning market just as Gree enters the mobile phone market. There is no threat, and nothing can be lifted. In the air-conditioner market where Gree and Midea's duopoly account for nearly 70% of the market, Xiaomi, as an “outside bureau†who wants to subvert the air-conditioning industry, will face many obstacles. “Millet does air conditioning and its home appliances such as purifiers have similarities, they do not have their own factories, choose to find a strong strength of Changhong OEM, is the most powerful way to enter the air conditioning. But air conditioning is heavy asset industry, millet if There is no production and R&D, and the available space will be very small.At the same time, after-sales, service, and installation of air-conditioning are very important. Xiaomi cannot establish and improve this system in the short-term, and it is difficult to occupy a relatively large market share in the air-conditioning market. "Industry people are not optimistic about the prospects for millet air conditioning. The attitude from air-conditioning manufacturers is very calm. Gree air-conditioning insiders said: "Welcome to competition, but want to give birth is not so easy." Midea air conditioning insiders also revealed this indifferent attitude. Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, believes that it is possible for millet to do air-conditioning and start the market at the initial stage. However, competition with Gree and the United States is "not necessary at all." "No matter whether it is the scale of the company or the current sales of air conditioners, Xiaomi can't compare with Gree and Midea. It's just like Gree's mobile phone can't compare with Xiaomi's mobile phone." C Air conditioning market "squid" But from another point of view, Xiaomi may also be the "catfish" that stirs the air-conditioning market. It is said that Xiaomi this inverter air conditioner will be the main hit of the young generation of renters, still the main cost-effective. According to the current market conditions, millet inverter air conditioner prices are expected to be around 2,000 yuan. According to the reporter, this price will be at least 500 yuan cheaper than the same type of product, and millet follows the consistent price-performance route, hoping to arouse users' desire to buy. Although there is no air-conditioning factory and after-sales service system for the time being, at least it is possible to set off a price war in the market to get more users. "The appearance and function of Xiaomi's products are exquisite and the price is very affordable. Together with the brand marketing ability that has always been eye-catching, there is a batch of loyal rice flour. From these factors, it is possible that Xiaomi will be air-conditioned." Leibo believes that Changhong’s manufacturing capabilities and product quality are unquestionable. With the gradual development of Changhong, Xiaomi’s brand will be a complementary concept. Zhang Yanbin, dean of the Ovid Consulting and Research Institute, also believes that the appearance of Xiaomi has certain benefits for the air-conditioning industry. Xiaomi is an Internet brand. It can bring Internet thinking into this industry and inject some fresh into the already saturated market. blood. He believes that Xiaomi's marketing strategy and user thinking are worthy of the traditional manufacturers to learn, especially now that the O2O model is becoming more and more shaped, the manufacturers continue to increase their integration with e-commerce, online platform sales, offline distribution installation and after-sales service The mode makes it difficult to install the air conditioning problem. D Mi's smart home ambition Xiaomi enters the air-conditioning industry and is more like a node in the layout of the smart home. As early as three years ago, Xiaomi began to lay out the smart home market. In order to build the entire ecological chain and facilitate the marketing and unified management of the companies that invest in them, Xiaomi launched a special “Mica†brand last year that covers almost all hardware peripheral products and household appliances, even clothes and shoes. As for entering the air-conditioning market, it is an important step for Xiaomi’s ecological chain to “white electricityâ€. Like many other in-vitro-incubated products, Xiaomi’s biggest short board is still the technical and after-sales service channel from the cross-border operation of the smart phone ecosystem chain, which is why it has sought cooperation with veteran home appliance companies twice. From the current product line of Mijia, the main products are peripheral hardware and some small household appliances. With high cost-effectiveness, they have gained the respect of the market. Now air-conditioner products are again introduced. It can be seen that Xiaomi has vowed to complete short-cuts of smart home products in order to realize the ambition of Mi Jia products to dominate every corner of the young family.