Xiao Mi Linbin: full transition this year, mobile phone prices are trend-phone, Lin, millet′s house-IT information

Millet is co-founder, President, Lin recently attended the "millet" five color City store opening ribbon-cutting ceremony, this millet sales experience under the second line in the country store, the first located in the contemporary shopping mall, has opened more than half a year.

Millet millet new attempt to online channels, home maintenance and service function of millet, millet decided to finish the upgrade of some stores in the last year, making its experience and sales functions. Lin explained that millet House upgrade is not for traditional offline marketing channels. Millet, I hope more people can directly experience the millet products, would like to have more users in millet.

Lin said the 2016 millet a year of transition, transition priority on online channels.

"Millet lots of product now is the most important, see below the line after the outcome is very different, such as millet, television and water purifiers, they show after online sales are very good, we can experience is not the same. Mobile phones which are also changing, appearance, texture and feel are increasingly high requirements, see can still stimulate the desire to buy. ”

However, Lin stressed: millet on home sales prices and line, the goal was not to profit, as long as you don′t lose that victory. Lin also exposes in the contemporary city clerk for 6 days, also found that users are most concerned about is the phone throughout the offline stores sales in the mobile phones accounted for more than 60%.

In fact, Lin also revealed that the Smartphone market in China is changing: from the simple pursuit of smart phone one step further, previously simple than price, than the cost of the model may only need on line sale and distribution to, but now a new trend calls for more user has physical access to the product.

"Does that mean that prices will continue to go up? Such as millet to 2699 5 Prestige Edition, breaking the traditional phone pricing. "Sina science and technology asked.

Lin responded by saying that from the mobile phone market last year, China′s mobile phone market growth has slowed. User perspective, the pure pursuit of price′s era is over, their pursuit of features and required more and more, mobile phones overall cost on the rise, prices going up is the trend.

For example, Lin further explained: "user needs in a changing, beginning as long as it is a smart phone, will now ask whether the fingerprint recognition, whether metal, how long battery life, there are no additional functions, and so on. Do cell phones these features are, the cost will increase. So when we put the ceramic m 5 Prestige Edition price 2699, still have concerns, but Twitter survey found that tens of thousands of people to vote, half of them to buy exclusive version, so we are actually acceptable. ”

In addition, Lin also told Sina science and technology spoke of the India market development strategy, according to India at present, will be mainly red rice phone sales-oriented. At present, the Red phones at prices of red rice in Note3 has exceeded 1000 Yuan, but red cell phone′s overall average selling price between the price of 500 Yuan to 1000 Yuan.

Following is the interview record:

SINA science and technology: colorful town of millet′s House is the first purely retail?

Lin: strictly a second contemporary Mall is the first family. But its business is still our goal is the same, both retail experience, also has after-sales maintenance. Colors city shop no depth of after-sales maintenance, for example, your cell phone is broken. To the colorful city store is not live, here is more focused on retail.

SINA science and technology: this online store model what characteristics?

Lin: main is at the Mall, the flow is relatively stable, nearby residents or daily commuters around. Second open time, needs to follow the Mall walk, from ten to nine o′clock in the morning. So this year should be the year millet full transition, new products in the future will use this online store and online synchronization models.

SINA science and technology: is there any quantitative goals this year? How many home country or something like that.

Lin: mine always says no KPI at the annual meeting, and just be happy. The problem can make us responsible for millet millet, Vice President Zhang Jianhui of talk.

Zhang Jianhui: millet House plans, but not specific. We think now is to a city, and then find a place. Big cities such as Beijing, will probably open more than more than 30. Location on the main demographic factors, more people enough, and user groups to compare retail. Contemporary Mall situation, from the University, there will be a lot of students to buy, such as University of Japan Korea students a lot, so contemporary mall stores are now in English and Korean.

SINA science and technology: ribbon-cutting when it comes to price and below the line line is the same, then how do earnings taken into account? Below the line, after all, costs are higher.

Lin: home of millet′s goal is not to make money, as long as we can draw or no loss on the line. Millet main significance is in fact hope to provide user access to our products, can have more users accepting millet, in the larger market, build public awareness of millet brand.

The most important thing is we have lots of products, including the ecological chain, line after seeing the outcome is very different, such as millet, television and water purifiers, they show after online sales are very good, we can experience is not the same. Mobile phones which are also changing, appearance, texture and feel are increasingly high requirements, see can still stimulate the desire to buy. So this shopping experience is very important.

Addition, do has millet of home yihou, also Subversion has we team line Xia retail of understanding, yiqian think retail stores cost is high, but finished this two home zhihou, found because is proprietary of, so all aspects are can in company within completed optimization, decoration design, are is we himself to, so on is millet so low of profit space, also is has opportunities profit of, but we of target also is not lost on line.

Zhang Jianhui: contemporary malls open for six months, until now, managed to draw from the first month, second month a rare surplus, and now the shop is not losing money, this is one of the biggest victories for us. But if you want to set sales goals, then we controlled the fact sales, as millet products are hot, we put much higher sales, so now sales are quite significant, but because it involves the company′s sales of the bag, so it cannot be published.

SINA technology: when it comes to experiential consumption, how much is that accounts for all of the different categories?

Lin: phone 60% and accessories probably 30%, TV and then there is the smart home and millet. Televisions sell well and millet, display area is small, but experienced a high conversion rate of the maximum size.

SINA science and technology: what about millet House originally assumed maintenance services?

Zhang Jianhui: our after-sale service channels are usually arranged in a system, has more than 30 millet homes and more than 500 outlets. After we restructured this year, will block to us professional after-sales maintenance service channel.

And service channels will have to restructure how to restructure it? In the original 500 after-sales elect 150 stores, have a high level of service, quality and stability, into a comprehensive millet House. Rest of 350 service sink, laying 4 to 6 lines. So in this case, millet family of retail systems, professional services team to experience.

SINA science and technology: mentioned the contemporary shopping mall in Korea students very much, and even purchase, that overseas, in particular Korea Japan this piece is not to think about it?

Lin: overseas this year to India.

SINA science and technology: India levels of consumption, will have corresponding reciprocal price adjustment and policy?

Lin: same prices and domestic, distinction in India release products may be a category of China, and be dominated by red cell phone sales, after all, India the consumption power of the market, people would be first. Focus on Force India market, is in the global smart phone market and the slowing growth of China′s market, we foresee India mobile market still in the growth stage, last year′s handicap is about 100 million.

SINA science and technology: from the phone′s price, however, m 5 this year, especially the Prestige Edition, price refers to 2699, overall price strategy means that we could make up a notch?

Lin: it′s inspiration from mobile phone market last year, the domestic smartphone market growth, users began to change, beginning as long as it is a smart phone, will now ask whether the fingerprint recognition, whether metal, how long battery life, there are no additional functions, and so on. Do cell phones these features are, the cost will increase. So when we put the ceramic m 5 Prestige Edition price 2699, still have concerns, but Twitter survey found that tens of thousands of people to vote, half of them to buy exclusive version, so we are actually acceptable.

Another point of view, the user first phone is 500 Yuan, the next content considering he is 1000 Yuan, this cell phone is 1000, the next phone I could barely look at 1000 Yuan price. Prices going up is the trend in the mobile phone market.

小米林斌：今年全面转型，手机提价是大趋势 - 小米手机,林斌,小米之家 - IT资讯

小米公司联合创始人、总裁林斌近日出席了“小米之家”五彩城店的开业剪彩仪式，这是小米在全国的第二家线下销售体验门店，第一家位于当代商城，已开业半年有余。

小米之家是小米在线下渠道的新尝试，此前的小米之家只有维修和售后服务功能，但去年以来小米决定完成部分门店的升级，使其有体验和销售的功能。据林斌解释，小米之家的升级并不是为了传统意义的线下销售渠道。小米希望更多的人能直接体验到小米的产品，希望有更多的用户接受小米。

林斌称，2016年是小米全面转型的一年，转型重点体现在线下渠道建设上。

“最重要的是小米现在有很多产品，线下看到后的效果是很不一样的，比如小米电视和净水器，它们在线下展示后的销售非常好，大家能够体验到还是不一样的。手机的情况也在发生变化，对于外观、材质和手感等要求都越来越高，实际看到还是能激发大家购买的欲望的。”

不过，林斌也强调：小米之家的销售价格和线上一致，目标不是为了盈利，只要不亏就是胜利。林斌还自曝曾在当代商城做了6天店员，发现用户最关注的还是小米手机，在整个线下门店的销售中，手机占到了6成以上。

实际上，林斌也透露了中国智能手机市场正在发生的变化：从单纯追求smart phone更进了一步，以前单纯比价格、比性价比的模式可能只需要线上销售和传播即可，但现在的新趋势要求让更多用户实际接触到产品。

“那是否意味着价格会不断往上走？比如小米5的尊享版已经到了2699，突破了传统小米手机的定价。”新浪科技问道。

林斌回应称，从去年的手机市场变化来说，中国手机市场增长已经放缓。用户角度来说，单纯追求价格的时代也已过去，他们追求的功能和要求越来越多，手机成本整体在往上涨，价格往上走是大趋势。

林斌还进一步举例解释说：“用户需求在不断变化，一开始只要是smart phone就行了，现在会问有没有指纹识别、是不是金属、电池续航多长时间，有没有额外的功能等等。其实把这些功能都做到手机上，成本就会增加。于是当我们把有陶瓷的米5尊享版定价2699时，还是有顾虑的，但是在微博调查后发现，几万人投票，一半人要买尊享版，所以大家实际上是能接受的。”

此外，林斌还对新浪科技谈到了印度市场拓展的战略思路，根据印度目前的情况，会主要以红米手机的销售为主。目前，红米手机中售价最高的红米note3已突破1000元，但红米手机的整体平均售价还在500元到1000元的价位之间。

以下为采访实录：

新浪科技：五彩城的小米之家是纯粹零售的第一家？

林斌：严格意义上算是第二家，当代商城是第一家。不过它的业务还是跟我们的目标是一样的，既有零售体验，也有售后维修。五彩城店没有深度的售后维修，比如说你手机坏了。到五彩城店是不能现场修的，这里更侧重零售。

新浪科技：这种线下体验店的模式有什么特点吗？

林斌：主要是开在商场，人流量相对来说比较稳定，是附近的居民，或者是日常的周边上班族。其次是营业时间方面，需要跟着商场的时间走，早上十点到晚上九点。所以今年应该是小米全面转型的一年，未来新产品都会采用这种线下体验店和线上同步的模式。

新浪科技：今年有没有什么数量上的目标？全国要开多少家之类的。

林斌：年会上雷总说没有KPI，开心就好。这个问题可以让我们具体负责小米之家的小米网副总裁张剑慧谈谈。

张剑慧：小米之家的计划有，但还没有具体的。我们现在的想法是先到一个城市，再找一个地方。比如北京这样的大城市，可能会开到30多家。选址问题上则主要考虑人口因素，人要多要足，而且用户群体要比较能偏零售。当代商城的情况来看，离高校近，会有很多学生来购买，比如语言大学的日本韩国留学生很多，所以现在当代商城的店里都有英语和韩语翻译。

新浪科技：刚才剪彩时谈到线下的价格和线上是一样的，那盈利情况怎么考虑？毕竟线下成本要高一些。

林斌：小米之家的目标不是赚钱，我们只要能打平或者不亏就行。其实小米之家的主要意义是希望有更多用户接触到我们的产品，能够有更多的用户接受小米，在更大的市场上建立起大众对小米品牌的认知。

最重要的是我们现在还有很多包括生态链在内的产品，线下看到后的效果是很不一样的，比如小米电视和净水器，它们在线下展示后的销售非常好，大家能够体验到还是不一样的。手机的情况也在发生变化，对于外观、材质和手感等要求都越来越高，实际看到还是能激发大家购买的欲望的。所以这种体验式的购物还是很重要的。

另外，做了小米之家以后，也颠覆了我们队线下零售的理解，以前觉得零售店成本很高，但是做完这两家之后，发现因为是自营的，所以各个方面都可以在公司内完成优化，装修设计等都是我们自己来，所以就算是小米这么低的利润空间，还是有机会盈利的，但我们的目标还是不亏就行。

张剑慧：当代商城开业六个月了，到现在为止，从第一个月勉强能打平，第二个月开始少有盈余，到现在这个店是不亏钱的，这对我们来说是一个最大的胜利。但如果要定销售额之类的目标化，那实际上销售额是我们可控的，因为小米的新品很抢手，我们放得多，销售额肯定高，所以现在销售额还挺可观的，但因为涉及到公司的销售机密，所以还不能公布。

新浪科技：刚才谈到体验型消费，那具体不同品类的占比各是多少？

林斌：手机占到了6成，配件大概占到了3成，然后还有智能家居和小米电视。而且小米电视卖得很好，展示区也不大，但是最大尺寸的体验转换率很高。

新浪科技：那原先小米之家承担的维修服务怎么办？

张剑慧：我们原来售后体系中的服务渠道通常是这样安排的，有30小米之家和500多家服务网点。今年我们改组之后，会把专业的售后维修块转移给我们的服务渠道。

然后服务渠道还要再重组，怎么重组呢？在原来的500个售后网点里面，选出150家门店，服务水平、质量和稳定性都很高，改成综合性的小米之家。剩下的350家继续服务下沉，做好4到6线铺设。所以这样的话，小米之家做好零售体系，专业服务团队做好服务体验。

新浪科技：刚才谈到当代商城里韩国留学生挺多，甚至还搞起代购，那海外特别是韩国日本这一块还不考虑吗？

林斌：海外的话，今年会以印度为主。

新浪科技：就印度的消费水平，会不会有价格上相对应的调整和策略？

林斌：价格上和国内会一样，区别在于在印度发布的产品可能是中国的一个品类，然后会以红米手机的销售为主，毕竟印度市场的消费力来说，老百姓会是主力。之所以重点发力印度市场，就是在全球智能手机市场和中国市场增长放缓的时候，我们能预见到印度手机市场还处在高速增长阶段，去年的盘口大概是1亿。

新浪科技：不过从小米手机的价格来说，今年发布的米5，特别是尊享版，价格提到了2699，意味着我们的整体价格战略会提一个档次？

林斌：这其实是去年手机市场变化给我们的启示，国内智能手机市场增长放缓，用户需求开始发生变化，一开始只要是smart phone就行了，现在会问有没有指纹识别、是不是金属、电池续航多长时间，有没有额外的功能等等。其实把这些功能都做到手机上，成本就会增加。于是当我们把有陶瓷的米5尊享版定价2699时，还是有顾虑的，但是在微博调查后发现，几万人投票，一半人要买尊享版，所以大家实际上是能接受的。

另外一个角度来讲，用户第一个手机是500元，那下一个手机他就在考虑1000元了，这个手机是1000元，那下一个手机基本不会再看1000元价位的了。价格往上走是手机市场的大趋势。