On January 30, Xiaomi announced the completion of the full coverage of Xiaomi Homes in all county-level administrative regions in Henan and Jiangsu provinces. Up to now, a total of 568 Xiaomi homes have been opened in the two provinces, of which the total number of Xiaomi home stores in Henan has reached 317, and the total number of Xiaomi home stores in Jiangsu has exceeded 251. This is a new milestone for Xiaomi’s new retail layout after the “thousands of stores opened simultaneously”
The realization of the full coverage of the two provinces and county-level administrative regions of Xiaomi Home not only confirms the flag set by Lu Weibing, Vice President of Xiaomi Group, President of China Region, and General Manager of Redmi Brand in 2020, but also sounded the drum for entering the offline market of Xiaomi China. .
With the development of China’s e-commerce economy, the industry seems to pay less and less attention to the offline retail market. Under the influence of the epidemic, offline retail is facing dual challenges. At the beginning of the beginning of 2021, Xiaomi demonstrated its determination to enter the offline retail market with “Thousands of Stores Opened Together” to many consumers and industries. At that time, Lu Weibing proposed a plan to eliminate blank counties in an open letter to help Xiaomi offline retail partners overcome difficulties. Take the reassurance pill.
Now, a month has passed in 2021 under repeated tests of epidemics in many places. Xiaomi House has completed 100% full coverage of county-level markets in Henan and Jiangsu, not only Xiaomi’s first full score to the offline market Answering the paper also means that Xiaomi’s new retail has entered a new stage of exploring the sinking market.
For the Xiaomi Group in January, there are frequent good news. The Xiaomi 11 mobile phone equipped with the Snapdragon 888-rated flagship processor went on sale at 0:00 on the 1st and created a sales record of 1.5 billion yuan in all channels in only 15 minutes. Among them, there are 230 in the country. Xiaomi Home also started selling new products at 0:00 on the 1st. On January 11, Lu Weibing even announced via Weibo that the Redmi K40, which is also equipped with the tiered flagship processor Snapdragon 888, will be available in February starting at a price of 2,999 yuan (USD $428) . This is another new kinetic energy that Xiaomi continues to prepare for new offline retail.
Since its birth in 2016, Xiaomi House has been adhering to the high-efficiency Internet model to empower the offline retail market. With its bright store environment, a wide range of products and standardized services, it has taken the lead in gaining the consistency of consumers in the first-tier and first-tier cities. Praise. This year, Xiaomi Home has been fully upgraded. On the basis of reorganizing the store system, it introduced new retail tools such as retail links and POS machines, which was recognized by channel partners during the trial operation of retail channels in Henan Province. Driven by the two-wheel drive of strong product and channel innovation, we have reason to believe that Xiaomi’s new retail road will become more and more stable under the general trend of rapid economic recovery in the post-epidemic era.
- Change brings growth and breakthroughs, Xiaomi’s home explores new offline retail
The reporter learned from Xiaomi that since the beginning of 2020, Xiaomi has been determined to deploy the Mi Home model to the sinking market. For this reason, Xiaomi Group executives have launched a nationwide offline market survey since mid-last year. Henan Province has become the first large-scale survey. Pilot provinces for channel reform.
As a populous province, Henan Province ranks third in the country in terms of total population. There are 17 prefecture-level cities, 1 county-level city directly under the provincial government, 21 county-level cities, 83 counties, and 53 municipal districts within the province. The city’s economic form covers almost all types. Perhaps because of this, the transformation and upgrading of Mi Home in Henan Province is more unique and typical.
In the face of the concentration of population distribution in Henan Province and the multi-level urban economic form, Xiaomi House covers it with rich channel cooperation methods. The reporter learned through interviews that today’s Xiaomi Home is composed of four types of stores: direct-operated stores, specialty stores, authorized stores and satellite stores.
Through the joint Xiaomi House with multiple channels, it quickly penetrated into the sinking market. The Mi House is laid out with the store scale, function and investment level that best meets the local market conditions, combined with the unified upgrade and standardized training of existing stores. Today’s Xiaomi Home has completed the unified construction of visual effects. At the same time, the prototype display, product experience and services in the store have also been standardized, creating a high-standard shopping experience for consumers.
In this campaign to eliminate blank counties, Henan completed the coverage of Taiqian, Yima, Suiping, Wenxian, Shangjie, Kaifeng Xiangfu District, and Xinxian in more than one month. 60 new stores were opened in December and 38 new stores were opened on January 30. Among them, Xiaomi’s new county department store experience store. Many rice noodles at the opening site interact with consumers to experience the store, undoubtedly Xiaomi’s number one in the county-level retail market. The step has been successful.
- High efficiency starts from the establishment of a store, and Xiaomi’s home speeds up
Compared with the online economy that still maintains rapid growth today, it seems that the offline retail market is always less “cost-effective”. Especially in terms of objective factors such as store cost, personnel cost, and shop building cycle, offline cost input has become a “game of the brave.”
Take Jiangsu Province as an example. This is the only province where all prefecture-level administrative regions rank among the top 100. Labels such as strong comprehensive strength have become Jiangsu Province’s external business cards. For the offline retail industry, Jiangsu’s strength also means more expensive store building. Costs and more scarce store resources.
In the face of such fierce competition, Xiaomi House has completed another seemingly impossible task in Jiangsu Province: Since November 2020, it has completed the construction of stores in 6 blank counties, namely Taicang and Taicang. Sihong, Guanyun, Pizhou, Lianshui and Jurong. Some of the county-level stores are upgraded from franchised stores to Xiaomi homes. In two months, as many as 100 Xiaomi homes were added in Jiangsu Province.
In response to the special situation of Jiangsu Province, Xiaomi provides a variety of upgrade assistance policies, not only providing training and communication on business capabilities, but also for the “hard” design services, exhibition support, furniture and equipment, and opening activities required for store upgrades. Cost assistance.
In the “Thousands of Stores Opened Together” event on January 9, Xiaomi’s Home in Guanqian Street, Suzhou also set a new record for rapid store building: it only took 15 days from drawing planning to trial operation. Today, Xiaomi’s Suzhou Guanqian Street Store has become a new landmark for consumers to experience mobile phone products and the intelligent interaction of the whole house. The combination of internal exhibitions of “Mobile × AIoT” provides consumers with an on-site experience of Xiaomi’s latest products. At the same time, in order to improve efficiency and reduce paper usage, the store uses the latest electronic shelf price tag management system (ESL), replacing all traditional price tags with electronic price tags with electronic display devices.
Throughout the process of building a store in Jiangsu Province, Xiaomi’s home is highly efficient and user-friendly everywhere, and the “speed” of Xiaomi’s home is fully demonstrated.
- Xiaomi Home New Retail creates a new track in the offline retail market
Nowadays, the offline retail market lacks vitality, and the form of offline stores is relatively solidified. For the county-level market, many mobile phone communication streets, small shops and comprehensive stores have become the norm. Consumers are also accustomed to this. Shopping around is no longer a process of price comparison between consumers and merchants, but gradually a process of “sheltering pits”. It is not uncommon for prices to increase, bundle sales, low prices and high prices.
At the beginning of exploring new retail, Xiaomi has made a breakthrough in determining the “online and offline interaction and integration” operation method, aiming to bring the experience and advantages of e-commerce into offline retail, improve the shopping experience of consumers, and increase the quality and price Good and genuine products are sold to consumers. Because of this, today’s Xiaomi home is more like offline Xiaomi. It has a complete range of products, and consumers can experience the new products as soon as they are launched; the price is uniform, and the price of the product can be checked through Xiaomi. The storefront Same price, same promotion; unified high standards of service, to provide consumers with professional-grade Xiaomi services. Xiaomi homes that integrate sales and services have emerged one after another. For example, Xiaomi’s Zhengzhou Zhongyuan Road Store is Henan’s first “sales + after-sales service” integration Mi Home.
Through reforms and upgrades, Xiaomi House has opened up a new consumer shopping experience. For example, consumers can learn about products online, then experience offline, and finally can freely decide whether to purchase online or offline payment for delivery. There is no need to worry about the wrong choice of goods caused by price increases, bundling or poor information throughout the consumption process.
In the face of the new decade, Xiaomi’s home has taken the path of exploring Xiaomi’s new retail. How to achieve a positive cycle between stores, experience word-of-mouth, and high-efficiency operations may be the core challenge that Xiaomi will face next. Regardless of the result, Lu Weibing’s promise is worthy of Mi Fan’s expectations, “In the coming year, every county will have a Mi Home, and every Mi Fan will have a Mi Home around.”