Red Net Moment, October 29 (Reporter Yang Shuhua) By the end of October, the number of Xiaomi Home stores will officially exceed 10,000, and the coverage rate of the county market has exceeded 80%. This is Lu Weibing, partner of Xiaomi Group, president of China and International Department, and general manager of Redmi brand, announced the development data of Xiaomi's new retail at the Xiaomi press conference on the evening of October 28. At this conference, Xiaomi also released three new mobile phones in the Redmi Note11 series, especially the Redmi Note11 trend limited edition jointly designed by Wang Yibo, as well as two wearable products Redmi Watch2 and Redmi Buds 3 Youth Edition, which continue to promote the popularization of high-end technology with extreme cost performance and accelerate the expansion of young trend groups.
Xiaomi's new retail stores are broken, and there should be no distance in a good life
On October 30, the 10,000th store of Xiaomi Home will be officially opened on Shenzhen Happy Coast, covering an area of 600 square meters, which is one of the first stores to adopt the image of Xiaomi Home 4.0, and it is also a sales and service store.
Six years ago, in September 2015, Xiaomi opened the first Xiaomi Home with dual functions of retail and service on the sixth floor of the contemporary mall in Beijing's Haidian District. At the opening ceremony, Lei Jun, founder, chairman and CEO of Xiaomi Group, put forward the future goals and vision of Xiaomi Home: use the thinking of the Internet to transform the traditional inefficient retail industry, break the asymmetry of information, realize the integration of online and offline, and finally achieve the user can buy with closed eyes.
"Xiaomi Home's exploration of new retail has lasted for 6 years, in the first 5 years we only opened more than 2,000, and in the last year, we opened nearly 8,000." Lu Weibing said that in November last year, Xiaomi put forward a new goal of "letting every rice noodle have a millet home around it", and Xiaomi's new retail, which has been fully verified by the scale market, has entered a stage of rapid expansion. Especially in the past 11 months, Xiaomi Home has sunk to more than 2,200 counties across the country, and the county market coverage rate has rapidly increased from 30% last year to 80%.
With an efficient model and accelerated coverage of the sinking market, Xiaomi's new retail is changing the drawbacks of the traditional mobile phone retail model of profiting from information asymmetry, so that more offline users can clearly understand consumption. For example, Xiaomi Home directly faces users, the channel is more flat, reducing the "middleman to earn the difference"; rich mobile phone × AIoT products, so that consumers buy low-frequency behavior of mobile phones into high-frequency behavior; break the information asymmetry, adhere to the non-disturbing service, scene-based experiential sales, etc.
"Whether users are online or offline, whether urban or rural, everyone has the same right to enjoy the good life brought by technology." Good life, there should be no distance! Lu Weibing said that there are great differences between counties and cities in China, with a population of nearly 2.5 million people at most and only more than 6,000 people at least, and it will take some time to achieve full coverage, but Xiaomi's determination will not change.
Xiaomi Home promotes the "integration of sales and services" and does retail with temperature
With the rapid expansion of Xiaomi Home stores, the service capabilities of Xiaomi Home are also constantly upgrading. For example, in terms of shopping experience optimization, there are currently more than 2,000 Xiaomi Home stores that support users to place orders online and pick up themselves in the store, and the stores also regularly provide free special services such as filming, disinfection and maintenance.
This year, Xiaomi New Retail vigorously promoted the "integration of sales and services" in stores, realizing "where sales have services, where services have sales", and users can repair where they buy. At present, the purchase of products in The Xiaomi Home and the integrated sales service store can enjoy 7 days of no reason to return, 15 days of worry-free exchange (including online purchase of products), to any service store in the country can enjoy 1 year warranty period in-store worry-free maintenance, store repair and other quality services.
In response to the sinking coverage of the county-level market, Lu Weibing announced that the after-sales service function will be opened synchronously in the county-level Millet Home Authorized Store, and there will be a Millet Service Center in each county in the future.
While promoting the continuous upgrading of services, "doing retail with temperature" has also become a significant feature of Xiaomi Home. In late July this year, Henan suffered a heavy rainfall disaster, Xiaomi Home responded for the first time, Henan Province service stores to provide users with free in-store charging, free WIFI, free communication services, as well as 50% off water equipment maintenance, mobile phone products three-pack period extension and other measures, hand in hand to fight disasters.
"Xiaomi Home is not only the sale of goods, but also the trust relationship between people and people." Lu Weibing said that the reason why Xiaomi Home is called "home" is to hope that Xiaomi Home will become a place with temperature and truly become the "home" of rice noodles and users.
The Redmi Note11 is equipped with a 120W fairy second charge, which continues to promote the popularization of high-end technology
Up to now, the cumulative global sales of the Redmi Note series have exceeded 240 million units, almost every generation of Note has become a global mobile phone sales hit, and adhere to the product concept of "high-end product popularization", accelerate the popularization of high-end technology, and experience the new Products of the Redmi Note11 series that are full of new products that also continue this mission:
Among them, the Redmi Note11 Pro+ is equipped with a 120W fairy second charge, full of only 15 minutes, making it no longer the privilege of a high-end flagship mobile phone of more than 4,000 yuan; Redmi Note11 Pro is equipped with the first Samsung AMOLED screen in the Note series, which supports 120Hz high brush and is equipped with a 100 million pixel ultra-high-definition AI imaging system; Redmi Note11 will upgrade the fast charge from 18W to 33W full blood version, accelerating the popularization of fast charging technology.
"Flagship products look at technology, entry products look at conscience." What is conscience is to be genuine in places that users cannot see or understand. Lu Weibing said that Redmi Note will insist on being a conscience machine that users can buy with their eyes closed.
The specially launched Redmi Note11 trend limited edition, jointly designed by Redmi and Wang Yibo, the world's first holographic suspension process, the entire brand logo to achieve 3D suspension, to create a holographic visual phantom, as if touching the future technology, coupled with the trend of the replica of the racing track elements, enough to attract more young people's trend eyes.