Lei Jun, the founder, chairman and CEO of Xiaomi, today announced a strategic upgrade to the Xiaomi ecological chain and the launch of a new brand-MIJIA Mijia.
This means that in the future, Xiaomi smart home products will fully use the "MIJIA Mijia" (abbreviation: Mijia) brand.
Mijia launched its first product-Mijia Pressure IH Rice Cooker, priced at 999 yuan, claiming to break the monopoly of Japanese high-end rice cookers in pressure control technology.
Xiaomi Ecological Chain invests in 55 companies in 2 years
Before Xiaomi launched the Mijia, Lei Jun revealed that in the past two years, the Xiaomi Eco-Chain has invested in 55 startups, which is equivalent to a new startup joining the Xiaomi Eco-Chain every 15 days in the past two years. .
This includes 29 start-up companies that have been incubated from scratch, including Fang Zhimi Technology, the product of Xiaomi air purifier, and Fang Yunmi Technology, the product of Xiaomi water purifier.
According to Lei Jun, more than 20 of the 55 startups invested by Xiaomi Eco-Chain have launched their own products one after another. Among these 55 Xiaomi ecological chain companies, 7 have annual sales of 100 million yuan, and 2 have annual sales of more than 1 billion yuan.
The name of a Xiaomi Eco-chain startup company that debuted this time is called Chunmi Technology. It brought a new product of the Xiaomi Eco-chain that took two years to build-Mijia Pressure IH Rice Cooker.
Junmi Technology’s core team members are from Apple, MOTO, IBM, Midea, Philips, Sanyo, as well as the inventor of the pressure IH rice cooker, and Naito Takeshi, who has a number of rice cooker core patents.
Lei Jun revealed: This is just the beginning of the Mijia brand, which paved the way for Mijia to launch more excellent products in 2016.
Separated from Xiaomi's main brand
In the past two years, many people have been skeptical about Xiaomi's launch of various cross-industry products in a short period of time, thinking that Xiaomi is not focused enough. Through this comprehensive disclosure of the Xiaomi ecological chain, Lei Jun once again unveiled the Xiaomi ecological chain to the public.
In the past two years, in addition to the three types of products of Xiaomi mobile phone (Xiaomi tablet), Xiaomi TV (Xiaomi box), and Xiaomi router, the others include air purifiers, water purifiers, mobile power supplies, and Xiaomi bracelets, all from these 55 products. A Xiaomi ecological chain enterprise.
In other words, in addition to the three types of products produced by Xiaomi itself, there are 55 companies that are producing various Xiaomi ecological chain products.
Lei Jun said that Xiaomi is not simply investing in startups. Eco-chain investment is the value, methodology and existing resources that Xiaomi exports to make products, including e-commerce platforms, marketing teams, brands, etc., to build an aircraft carrier fleet around itself.
Today Xiaomi announced a strategic upgrade to the Xiaomi ecological chain, launching a new brand of the Xiaomi ecological chain-MIJIA Mijia. This brand is derived from two keywords in Xiaomi's smart home, and its brand concept is "being an artwork in life".
Analysts pointed out that the important significance of Xiaomi’s launch of MIJIA Mijia is that it is separate from Xiaomi’s main business, so as to prevent the outside world from thinking that Xiaomi is not focused and reduce the damage of peripheral products to the Xiaomi brand. At the same time, Xiaomi can also set foot in new areas. Large-scale.
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