In the words of Gree’s chairman, Dong Mingzhu, "Gree is doing mobile phones more meticulously than Xiaomi," but this statement still appears to be more of a loud declaration than a solid move. Meanwhile, Lei Jun, the chairman of Xiaomi, has taken the first step in emulating Gree's strategies. At the recent launch of Xiaomi Note, Lei Jun introduced the concept of "smart machines" within Xiaomi's smart home ecosystem, outlining a model based on intelligent modules, control centers, and cloud services.
Xiaomi Note, priced at 2,299 yuan, marked a shift from the company's previous naming convention—using "Xiaomei" (red rice) for product names. It also broke away from the pricing strategy of Xiaomi's previous flagship models, which were typically set at 1,999 yuan. Instead, Xiaomi positioned the Note as a direct competitor to Apple's iPhone 6 Plus, focusing on features like a larger screen, lighter design, dual SIM support, and longer battery life. The phone reinforced Xiaomi's image as the "king of cost-performance."
As an extension of its brand identity, Xiaomi Note offers a premium version with upgraded hardware, priced at 3,299 yuan. Analysts believe that this move signals Xiaomi's attempt to enter the high-end smartphone market, aiming not only to challenge Apple but also to compete directly with Samsung and other Android giants. According to Lei Jun's vision, Xiaomi aims to become the world's top-selling smartphone brand this year.
However, what truly stood out was Lei Jun’s discussion on Xiaomi’s ecosystem. He mentioned that Xiaomi's earlier efforts had prompted Dong Mingzhu to make some strong remarks. Using this as a starting point, he explained Xiaomi’s approach to building a smart home ecosystem.
According to Lei Jun, smart devices face three main challenges: complicated mobile phone connections, the need for separate apps for each device, and heavy investment in cloud services. To solve these issues, Xiaomi proposed a model combining intelligent modules, a central control hub, and cloud services.
Specifically, Xiaomi has developed a universal smart module, offering it to partners at material cost. For example, a refrigerator can be transformed into a smart appliance by adding this module. The "Mi Home" app serves as a unified control center, simplifying device connectivity. Even the lock screen interface in MIUI now integrates device controls. Additionally, Xiaomi has created a universal cloud service, collaborating with Jinshan Cloud for basic cloud infrastructure and investing in Century Internet for network support.
Previously, Xiaomi had launched various smart products such as air purifiers, smart bracelets, HD cameras, and blood pressure monitors. However, the company hadn't clearly explained how these devices were connected until now.
Lei Jun revealed that Xiaomi has invested in 25 eco-chain companies. Whether it's smart modules or control centers, the ecosystem follows the principle of openness, non-exclusivity, and collaboration. He said, “Cooperation is about engaging the enemy. We have few enemies and many friends.â€
In addition, Xiaomi launched two new accessories: the “peripheral headset†priced at 499 yuan and the “Mi Box Mini,†a compact version of the Mi Box, priced at 199 yuan. These additions further expand Xiaomi’s presence in the smart home and consumer electronics space.
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