The author | Cat brother
The source | Big Cat Finance
What happened to Lei Jun?
Recently, the information of Tianyancha shows that Lei Jun has intensively withdrawn from the legal person, executive director or chairman of xiaomi technology related companies, including Guangdong millet, Guangzhou millet, Wuhan millet, etc., which quickly appeared on the hot search.
Of course, soon, there were xiaomi people who came out to respond, normal changes, Lei Jun's main energy was focused on building cars.
But why are ordinary changes still on the hot search?
On the one hand, Lei Zong's natural Internet icon image, on the other hand, it is a worrying xiaomi, which is more worrying than he lost the game that year.
To say that in 2021, Dong Mingzhu and Lei Jun can be called difficult sisters and brothers.
The 1 billion gamble of that year was vigorously speculated, which was the highlight of the two companies, but now it is a bit of a pity for the same disease. Sister Dong's road to overturn is very difficult to walk.
Lei Jun's life was not so good.
In the past, institutions optimistic about millet had given Xiaomi a target price of 36 Hong Kong dollars, but the highest price of millet during the year was only 35.9 Hong Kong dollars, and then it began to go all the way down, farther and farther away from the expected trillion market value.
At the beginning of 2021, Xiaomi's market value exceeded 800 billion Hong Kong dollars, so far there are only about 450 billion Hong Kong dollars (about 360 billion yuan), from the high point of the beginning of the year of 900 billion Hong Kong dollars, the market value evaporated in half, Lei Jun's value will also be half, becoming one of the most miserable rich people in China.
What is even more tragic is that the current stock price is getting closer and closer to the issue price of HK$17 that year, and the stock price is about to return to the original point.
"Young people's first stock" is in danger of breaking again.
The stock price is bought by everyone with real money and silver, and the performance of millet in the past year is indeed not very good.
Xiaomi currently has 24 mobile phones on sale on its official website, and the degree of subdivision is very high, especially the flagship model Xiaomi 11, ordinary version, Pro version, Ultra version, youth version, and there is a youth vitality version after the youth version, and some other models are also divided into 4G version and 5G version.
Most of these mobile phones are newly released this year, but not many can become blockbusters.
When Xiaomi 11 was just released, Xiaomi's marketing was still the old way, little by little, and it could also hang a wave of appetite. In the second quarter of this year, the market share of Xiaomi mobile phones is second in the world, Chinese mainland third, which is the first time Xiaomi has reached the second place in the world, and it sounds like replacing Samsung as the world's first is just around the corner, but in the third quarter, it will return to the third position, there is no pull of the explosive model, it is indeed not very good.
Now there are not many users who pay for the feelings, and the requirements for product quality are getting higher and higher, but Xiaomi 11 was released at the beginning of the year, and after the sale, the quality problems broke out, and only on the black cat platform, there were 10772 related complaints.
The main complaints are concentrated on the mobile phone black screen shutdown for no reason, the motherboard failure after booting, wifi, hotspot and other functions are damaged.
Buying a mobile phone on an e-commerce platform is even more miserable, some because of the rip-off, some design failures will not appear during the "seven days without reason to return" period of e-commerce, and it is often difficult to return it.
Complaints to Xiaomi's side, the return has become "where to buy where to return". What the hell is this user doing?
So Lei Jun's Weibo has also become the main battlefield for Xiaomi 11 user complaints, often under a high praise comment, there will be a number of complaint posts, including many Lei Jun iron fans, Xiaomi service also has to come out to extinguish the fire for the boss.
Some people have described Xiaomi as an "Antarctic man in the scientific and technological world" who grew up by selling cards.
Of course, this statement is definitely exaggerated, but Xiaomi's many "rice chain" enterprises, can not break out of the hall, after all, to dip the light of millet, quality control is uncertain; and out of the way, they are more willing to get rid of the shackles of "rice chain", become an independent brand, and millet has nothing to do with it.
The embarrassing situation doesn't stop there.
Recently, Qualcomm released a new generation of processor Snapdragon 8, anecdotal rumors, this time the performance improvement is "horror-level".
The Xiaomi Mi 12 is the first model of the Snapdragon 8, Lei Jun not only announced the news on Weibo, but also participated in the subsequent Qualcomm Snapdragon Technology Summit connection and announced the news.
However, this matter is not surprising to everyone, after all, the relationship between Xiaomi and Qualcomm is there, and the cooperation has begun from the Millet generation, and the important models of Xiaomi basically use Qualcomm's chips.
However, Qualcomm still knocked on the side drum -
Qualcomm will soon introduce new technologies to replace this technical capability built on Qualcomm's Snapdragon mobile platform. The actual role that these ISPs can play will not last long. ”
What do you mean?
It turned out that Xiaomi in April this year, out of the self-developed ISP chip surging C1, which made the market very excited, after all, the lack of core in the mobile phone market at that time, "not lacking, is very very lacking."
There are also people who expect self-developed chips to achieve a complete replacement, but the application of the surging C1 is very narrow, in its own products, only xiaomi mix folding mobile phone used, however, this phone did not become millet hit, but soon reduced the price.
Xiaomi's flagship model has never used this chip at all.
Lei Jun himself has basically not mentioned this chip in the past six months, and now, it has been dissed by Qualcomm.
Even so, Xiaomi has no choice but for Qualcomm, because the most important chip relies on Qualcomm, so in other aspects, it has to give in, subject to people, you have to obey, this matter is universal.
Unlike the rapid progress of previous years, this year's millet is quite unhappy.
Now, the "All in" car has become the new origin of Xiaomi.
In March, Xiaomi proposed a car-making plan, probably Lei Jun's last venture, the first phase of 10 billion, 10 years of 10 billion US dollars investment is not small, in September this year, Xiaomi car was finally registered, settled in Yizhuang Millet Industrial Park.
Although Lei Jun once left a famous saying, saying, "Internet car manufacturing is almost equal to a liar."
But in fact, he has a tight eye on the car project.
In 2013, Lei Jun visited Musk twice, Tesla entered China, and Lei Jun was the first Tesla owner.
In 2016, Lei Jun invested in Weilai released the NIO brand, Weilai's founder Li Bin got 5 electric supercars, distributed to several of its important investors, Lei Jun is one of them, it is said that the price of one is close to 10 million yuan, and the other mass-produced ES8, also from Li Bin.
After Li Bin turned around from the "worst man in 2019", his investors also joined the ranks of the car-making army, and then became the most miserable man in 2021.
This year's market situation of "lifting the car will rise, lithium will be rich", it is said that building a car is a good market story, but Xiaomi has entered the downside space in the waves, no way, the market does not recognize.
Why?
1, xiaomi car, still in the concept stage.
Tianyan inspection shows that Xiaomi two car companies, one registered in September, one registered in November, the company has just been formed, from the right track to wait for time, although has planned the headquarters, vehicle factory and other departments, is also expected in 2024 the first car off the production line and mass production, but in the relevant technology accumulation millet has what advantages are not clear.
2. What exactly is the input of resources?
Car manufacturing is very expensive, but also need a solid supply chain, Xiaomi invested in a lot of car-related companies, this practice is very similar to recreating a "millet car ecological chain", this ecology is not strong enough is still doubtful.
At the same time, the Millet Zhimi Company also came out of the news of car manufacturing, there is a millet double-line car, Xiaomi quickly debunked the rumors, "Zhimi Company out of interest in researching electric vehicles, set up a small team, in doing very early work." But how to integrate internal resources is also an interesting question.
3. Is it too late to enter?
The main theme of this year's electric vehicle market is the shortage of goods, the lack of core in the car, and the lack of lithium in the battery.
Traditional car companies this year in a sharp reduction in production capacity, because the chip is not enough, workers are not working overtime, the upstream battery manufacturers of electric vehicles do not stop, what lithium mines, salt lake lithium are hot in the market, lithium prices have risen sharply, many investors want to crowdfund to buy mines.
Subsidies in the decline, chips to grab, batteries are not cheap, a meal down, reduce the allocation, increase prices, ah, and finally have to pay the consumer.
All the big guys are optimistic about this road, but it is really not easy to go, "do not build the whole car" Huawei, after Huawei Smart Selection and Huawei HI on the Internet for a while, now also returned to calm.
Traditional car manufacturers are accelerating into this field, new car-making forces are also trying to sell, and a lot of money is planning to kill in, Xiaomi's car has not yet come out, the market is already a big red sea.
"Young people's first car" still has to make young people wait for a long time.
There is also a question, Lei Jun has gone to build a car, Xiaomi mobile phone? Maintain? Can it be sustained?