"Random Fist" failed to bring down the teacher
From the current market environment, the decision to transform Yunmi is not wrong, because the water purifier industry has shown a significant decline after experiencing rapid growth in 2013-2018. Even at the highest point, the overall scale of the domestic market for water purifiers is about 30 billion yuan, compared with the market with a scale of 100 billion yuan such as refrigerators, washing machines, and air conditioners, the "ceiling" in the field of water purification is easy to see.
However, in the financial report released by Yun mi, there are also some bright spots of growth, such as the gross profit in 2021 reached 1.1981 billion yuan, and the gross profit margin increased from 18.6% in 2020 to 22.6%.
Cultivating the home appliance track still requires technical strength
Compared with the shrinking business line of Yunmi Technology, in 2021, it continued to exert efforts in marketing, and the financial report showed that its operating expenses increased by 24.6% compared with 2020 to 1.1605 billion yuan, of which sales, marketing expenses and administrative expenses all had relatively large increases, up 25.8% and 41.8% respectively.
In addition, for the expansion of home appliances, Yunmi is not going well in some areas, taking black electricity as an example, its launch of the 21Face interactive smart screen has not been stained with the dividends of Internet TV and large-screen trends in recent years, and the cumulative number of product evaluations on the Jingdong platform is at the level of hundreds of units, and the sales volume of a single model on the Tmall platform is up to 74 units.
For Yunmi, although the current category layout has been completed, it should still develop its own strong track, and for the "one-stop service" that has been emphasized and the "interconnection and AI intelligence" of home appliances, it should develop a software and hardware defense that is different from other products.
From the current point of view, Yun mi's approach is more like relying on product OEM + algorithm optimization for home appliances to set the "AI" shell, and in the field of home appliances, haier, hisense, Midea and other brands have been based on their own home appliance technology or system technology accumulation, began to make great strides towards the whole house intelligence, leaving the development space for yun mi will be further compressed. (This article was first published on titanium media App)