【下】为什么小米手机配置非常高，价格却如此便宜?看外国网友解析小米的商业模式）

原创翻译：龙腾网 http://www.ltaaa.com 翻译：磨刀不误砍柴工 转载请注明出处

Abhijith
Main reason Xiaomi can sell phones at exceptional prices is that they don''t do much advertisements for their products.
When was the last time you saw a TV ad for Xiaomi? Probably never. They save up on the advertising costs and reduces the cost of the product.
This is also the main reason Oppo and Vivo sells the same spec phone for the double price of this. Oppo and Vivo are aggressively marketing their products in India, Vivo is the title sponsor of IPL and FIFA next year. Oppo sponsors jersey and other stuff for all IPL teams and Indian cricket team. And, most of the mobile stores in India now carries Oppo and Vivo branding. All of these costs are covered by us customers, as an extra premium on the product.
For Xiaomi, all the advertising cost is almost NIL compared to what Oppo, Vivo and Samsung have. That translates to lesser costs.
Another reason is that Xiaomi primarily sells its phones through online stores such as flipkart, Amazon and their own Mi.com. This makes the normal commission for distributors and stores to NIL. They now sell devices through offline stores though, but with an extra amount of ₹500.
Also Xiaomi makes a little profit through their MIUI operating system through ads and promoted apps. You can find that in extra apps folder (you can turn that off too).
I hope you got an idea about how Xiaomi can sell at ultra cheap prices.
If you find my answer useful, do upvote it. :)

小米能够以超出预期的价格出售手机的主要原因是，他们不会为自己的产品做太多广告。
你最后一次看到小米的电视广告是什么时候？可能从来没有。他们节省了广告费用，降低了产品成本。
这也是Oppo和Vivo要以两倍的价格出售相同规格手机的主要原因。Oppo和Vivo正在印度积极地营销他们的产品，Vivo是明年IPL（印度超级板球联赛）和FIFA的冠名赞助商。Oppo为所有IPL球队和印度板球国家队赞助球衣和其他东西。而且，印度大多数手机商店现在都有Oppo和Vivo品牌。所有这些费用都由我们客户承担，作为产品的额外费用。
与Oppo、Vivo和三星相比，小米的所有广告成本几乎为零。这意味着成本更低。
另一个原因是，小米主要通过flipkart（印度电商平台）、亚马逊和自己的Mi.com等在线商城销售手机。这使得经销商和经销店的一般佣金为零。虽然他们现在也通过线下商店出售产品，但价格也增加了500卢布的额外金额。
小米也通过他们的MIUI操作系统打广告和推广应用赚了一些钱。你可以在附带的APP中找到它（你也可以卸载它）。
我希望你已经清楚了小米如何能以超便宜的价格出售的原因。
如果你觉得我的答案有用，请给我投票 ：）

Dhanush Udupa
1. They don’t innovate, they replicate. Have you ever seen an amazing innovation made by Xiaomi? Ever? The answer is mostly no. Right? Someone invents the fingerprint unlock, their next phone has it. Someone invents a dual camera, their next phone has it. Someone invents face unlock, their next phone has it. By doing this their R&D cost would be ridiculously low when compared to Apple or Samsung or Oneplus. They don’t mind being second to the market. I think they actually want to be second.
2. They cater to the Middle-class market. Their ideal customers are the ones who want some good specs, but at a decent price that they can afford. Actually Xiaomi has done pretty well in this regard because their selling point is that you can get good specs for a less price.
3. They’re expecting profit from sales by volume rather than profit margin. Hence their margin is quite low. The profit Apple or Samsung make from selling 1 phone might be equal to Xiaomi selling 3 or 4 Phones.
4. They spend little on Advertising cause they’ve reached a very good network effect(You buy a Xiaomi because your friend bought it and they’ve had a good experience with it). Their ads these days also seems to be highlighting their network effects.
Cheers, thanks for reading.

1.他们从不创新，他们只是复制。你见过小米做出的惊人创新吗？有过吗？答案大多是否定的。对吧？有人发明了指纹解锁，他们的下一部手机就有。有人发明了双摄像头，他们的下一部手机就有。有人发明了面部解锁，他们的下一部手机就有。这样一来，与苹果、三星或一加相比，它们的研发成本将低得离谱。他们不介意成为市场第二。我认为他们实际上想成为第二。
2.他们迎合中产阶级市场。他们的理想客户是那些想要一些好的配置，但又想要一个他们能够负担得起的合理价格的人。实际上小米在这方面做得很好，因为他们的卖点是你可以用更低的价格买到更好的配置。
3.他们期望的是销售额而不是利润率。因此他们的利润率很低。苹果或三星卖一部手机的利润可能等于小米卖三、四部手机。
4.他们花很少的钱在广告上，因为他们已经达到了一个非常好的网络影响力（你买了一个小米，是因为你的朋友买了它，而且他们有一个不错的体验）。这些天他们的广告似乎也在强调他们的网络影响力。
谢谢你的阅读。

Jeff Obunga
Key cost minimisation strategies
· Advertising - Xiaomi don’t spend money on expensive TV adverts, they don’t hire expensive celebrities or film in expensive locations. All their products are announced online or at their own events which are exclusive.
· Business to Customer - All their products are sold online, straight to the customer, no middle man, no 3rd party businesses, no physical retailers. This saves costs significantly, as running physical stores incurs costs, and selling through 3rd party businesses also raises fees.
· The company values customer loyalty - Selling at a lower price entices consumers to save money while still getting decent devices with decent specs. Effectively their phones are under-priced compared to iphones and samsungs, but you’re getting good value for money minus the brand image that iphones and samsungs come with.
· Selling lower volumes of new flagships at the start (flash sales) - This creates the hype they need initially to go on and sell even more. They also have a wide range of products to appeal to different consumer groups.
· They already are in the top 5 largest manufacturers - The existing reputation and brand awareness is already there. No more money has to be spent on advertising and other activities and therefore there is no cost-push to the consumer through an increase in products prices. This keeps costs low for the company, and prices low for the consumer. It’s a win-win situation for both which Apple and Samsung would struggle to achieve.
Hope this helps.

关键的成本最小化策略
广告—小米不花钱在昂贵的电视广告上，他们不聘请昂贵的明星或在电影中植入。他们所有的产品都在网上或他们自己的独家活动中发布。
B2C模式—他们所有的产品都是在线销售，直接对客户，没有中间人，没有第三方企业，没有实体零售商。这大大节省了成本，因为经营实体店会产生成本，通过第三方销售也会增加费用。
该公司重视客户忠诚度—低价销售可以吸引消费者省钱，同时还能买到性能不错的设备。实际上，与iphone和三星相比，他们的手机定价过低，但除去iphone和三星的品牌形象，你得到了物有所值的回报。
在开始阶段销售较少数量的新旗舰机（限时抢购）——这创造了他们最初需要的持续炒作点，继而继续销售更多。他们也有各种各样的产品来吸引不同的消费群体。
它们已经跻身前5大制造商之列——现有的声誉和品牌知名度已经存在。不再需要在广告和其他活动上花钱，因此产品价格的提高不会给消费者带来成本压力。这使得公司的成本较低，消费者购买的价格也较低。这是对于苹果和三星都将是难以实现的一个双赢的局面。
希望这个对你有帮助。

Naufal Espiey
This is because there are ads in some basic apps in MIUI Xiaomi phones. For example, when you open some apps included in MIUI (not 3rd party apps you installed from Play Store) such as file browser, music player and security, ads may appear. So, Xiaomi gets another yet continuous revenue from these ads on their software in addition to revenue from the sale of their phones. This type of business model also has been used for a long time by most web services and app developers. For instance:
1. Youtube and Spotify - you can either use it for free but you must view the ads in return or pay the subscxtion fee if you do not want to view those ads.
2. Using most apps from Play Store - the developer may provide two versions of their apps, free and paid version. For free version, you can download the apps free of charge but you will encounter ads inside their apps. Or you can pay for the paid version that doesn''t contain any ads at all.
In this way, the web services and apps developers still get revenue that comes from the ads in their apps and services even if most of their users use their apps and services for free. So Xiaomi has done something nearly similar to the above with some differences. The differences are Xiaomi DID NOT provide choices either you can get a Xiaomi phone for free (or super cheap price such as $5) but in return, the user must view the ads included inside the phone or buy the phone at full price if the users do not wish to view any kind of ads during the phone usage. Instead, Xiaomi places ads on their software in their phones and sells them for a cheaper price than others, it is the only choice if you want to own a Xiaomi phone. The cost, pricing, revenue and profit may look like this (just for example only, not actual) :
· Cost of manufacturing = $400 ; no marketing costs or other costs unrelated to manufacturing process
· The final price = $350 ; initial loss $50
· Ads revenue from the phone (2 month usage of the phone by the end user) = $80 (*depending on how the user use the phone)
· Xiaomi gets total $430 revenue from phone sales + ads revenue even if the phone is sold at lower price than the manufacturing cost of the phone itself.
· If the end user continues using the Xiaomi phone he/she purchased, Xiaomi still get more and continuous revenue from the ads inside their software included in the phone even if the phone has been sold for few years ago and/or has been resold to other person, as long as the phone is usable by either users.
· If the user switches to another Xiaomi phone (usually newer and more powerful ones than the previous Xiaomi phone he/she have used or to replace the old broken Xiaomi phones), Xiaomi still gets ads revenue from the software included in that new Xiaomi phone the users switch to.
· In conclusion, Xiaomi''s profit are not limited to only the sales of their phones (like other phone manufacturers), but Xiaomi also gets another yet continuous revenue from the ads in their software included in their phones sold.
Xiaomi only stop getting ads revenue if :
· the phone is in complete death (unable to use the phone anymore due to damages)
· the user just keep the working Xiaomi phone but did not even use it (turned off all the time).
· No online usage, the user uses the Xiaomi phone just for calls, SMS, playing completely offline games and use offline apps.
· The user prefers to use 3rd party apps over pre-installed Xiaomi''s ad-supported MIUI apps. For example, listens music on Spotify instead of MIUI music player, uses ES file explorer instead of MIUI file browser to browse files and use 3rd party security apps instead of pre-installed MIUI security app.
For me, I still use the pre-installed ads-supported MIUI apps over 3rd party apps in order to support Xiaomi so they can continue produce low cost but good quality phones for a longer time. I don''t mind / get bothered / annoyed about the ads in their software as long as I will be able to purchase a more powerful Xiaomi phones at lower price in the future.

这是因为在小米手机的一些基本应用程序中有广告。例如，当你打开一些包含在MIUI中的应用程序（不是你从Play Store安装的第三方应用程序），如文件浏览器、音乐播放器和安全中心，广告都可能会出现。因此，小米除了从手机销售中获得收入外，还能从软件广告中获得持续的收入。这种类型的业务模型已被大多数web服务和应用程序开发人员使用了很长时间。例如：
1.Youtube和Spotify（流媒体音乐平台）—你可以免费使用它，但你必须看广告作为回报，或者如果你不想看这些广告，你必须支付订阅费。
2.使用大多数来自Play Store的应用程序—开发者可以为他们的应用程序提供两个版本，免费版和付费版。对于免费版，你可以免费下载应用程序，但你会在它们的应用程序中遇到广告。或者你可以付费购买不包含任何广告的付费版本。
通过这种方式，即使大多数用户免费使用他们的应用程序和服务，web服务和应用程序开发人员仍然可以从他们的应用程序和服务中的广告中获得收入。所以小米做了一些与上面类似的事情，但是有一些不同。小米没有提供这种选择的差异：你可以免费得到一个小米手机（或超便宜的价格，比如5美元），但作为回报，用户必须查看手机内的广告；或是全价购买手机，用户不希望看到任何形式的广告在手机中出现。相反，小米在他们的手机软件上放置广告，以比别人更便宜的价格出售，如果你想拥有一台小米手机，这是你唯一的选择。
成本，定价，收入和利润可能就是这样的（只是举个例子，不是实际情况）：
制造成本= $400；无营销成本或与生产过程无关的其他成本
最终价格= $350；最初的损失50美元
手机广告收入（终端用户使用手机2个月）= $80（*取决于用户使用手机的方式）
小米从手机销售和广告收入中总共获得430美元的收入，即使手机的售价低于手机本身的制造成本。
如果终端用户继续使用他/她购买的小米手机，即使这款手机已经售出好几年了或已转售他人，小米还将获得来自手机软件广告的更多的和持续的收入，只要手机正在被某人使用。
如果用户切换到另一款小米手机（通常比他/她使用过的前一款小米手机更新、功能更强大，或用来替换旧的小米手机），小米仍然可以从用户切换到的新小米手机中包含的软件中获得广告收入。
综上所述，小米的利润并不仅仅局限于手机的销售（像其他手机制造商一样），小米还从他们销售的手机中包含的软件广告中获得了另一笔持续的收入。
小米只有在以下情况下才停止获取广告收入：
手机完全报废（由于损坏无法使用手机）
用户只是留着可工作的小米手机，但却没有使用它（手机一直关机）。
没有在线使用，用户使用小米手机只是为了打电话，发短信，玩完全离线的游戏和使用离线的应用程序。
用户更喜欢使用第三方应用，而不是预先安装的小米的含有广告的MIUI应用。例如，在Spotify上听音乐而不是MIUI音乐播放器，使用ES文件浏览器而不是MIUI文件浏览器来浏览文件，使用第三方安全应用程序而不是预先安装的MIUI安全应用程序。
对我来说，为了支持小米，我仍然使用预装的带有广告的MIUI应用程序，所以他们可以在更长的时间内继续生产低成本但高质量的手机。我不介意他们软件里的广告，只要我将来能以更低的价格买到功能更强大的小米手机就行了。

原创翻译：龙腾网 http://www.ltaaa.cn 转载请注明出处