Xiaomi Shop Under The Same Store Opened With New Retail To Meet The 5G Era

In 2019, it was called "the first year of 5G". In this year, 5G network was deployed in many cities rapidly, and the 5G terminal has gradually matured. However, the hottest use case in 5G application is only "measuring network speed".

Therefore, at the end of the year, Xiaomi planned an annual "ending drama", hoping to meet the new year of 5G under the new retail line.

In December 28th, the new retail outlets under the Xiaomi line welcomed more than 100 stores and opened all over the country at the same time. Among them, the more than 100 stores participating in the policy are unified and will open up online and offline to enhance the overall efficiency.

According to the media, the theme of the "ending drama" is "5G pioneers, exploding hundreds of cities". Obviously, millet has regarded the new retail as the key to "breaking the bureau" in the 5G era.

In fact, in June 18th this year, at the internal meeting of Xiaomi, the chairman and CEO Lei Jun of the Xiaomi group emphasized the outline of the strategy for the next three years in the millet China region, mainly including the opportunity to seize the 5G, three years to win the Chinese market, and three yuan to invest 5 billion yuan in the new retail construction.

Prior to that, Xiaomi also set up a business committee under the line. It was also chairman Zhang Jianhui, vice president of China, reporting directly to Lei Jun. It is easy to see that strengthening the channel construction has become a very important job for millet. After more than half a year's efforts, data show that up to now, the number of terminals under the Xiaomi line has exceeded 6000.

This figure was hard to imagine in a few years ago. As we all know, Xiaomi was the first company to sell online, and it paid little attention to the offline channels until the sales crisis erupted in 2015.

Specifically, the path of Xiaomi line is roughly divided into three stages. The first stage starts from 2016, and tries to start the family of millet. In 2017, it opened new retail outlets, and the target shifted from the street store to Shopping Mall. At this stage, Suning and Jingdong began to seek cooperation, hoping to set up millet home in its core store. In the third stage, from the second half of 2017, Xiaomi began to try to authorize the store, and quickly attacked the offline space with a fast start shop mode.

And the one hundred stores that opened this time, in addition to grabbing large Shopping Mall's millet home, the core channel partners accounted for more than 80% of the stores. With Millet's dual engine strategy and clear target play, it began to focus on the development of new retail channels and focus on the cultivation of core customers.

Why is it so important to lay a shop on the line and become the key to breaking the 5G era? In the view of Xiaobian, it has become more and more mature after going through the carnival and sinking of the electricity supplier to find an incremental domestic market. In the 5G era, it is difficult to reach the majority of consumers by single channel. Only by covering the new retail outlets under the online and offline businesses and taking account of the electricity supplier and the physical store can we get the first hand advantage in the channel.

Xiaomi's home is not only a retail store under the line, but a carrier of deep integration between millet line and offline. It can sell products for online explosive products, and conduct in-depth communication and product guidance to users, forming a strong user stickiness. At the same time, with the popularity of wired goods and information, the conversion rate of offline stores has also been improved.

In addition, the large family of millet is spreading in hundreds of cities in China. It is of great significance to enhance the popularity of millet brand and expand the offline market. With the improvement of channels, Xiaomi's 5G phones and products can also reach more consumers.

On the whole, "100 shops open together" is both the ending of Xiaomi 2019 and the new journey of millet in 2020, and whether the laying of new retail channels will become a "sharp weapon" in the battle of 5G.