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市場調查報告書

中國市場的攪亂要素:小米是如何在智慧型手機市場上成功的

China's Disruptor: How Xiaomi Succeeds in the Smartphone Market

出版商 Market Intelligence & Consulting Institute (MIC) 商品編碼 351604
出版日期 內容資訊 英文 20 Pages
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中國市場的攪亂要素:小米是如何在智慧型手機市場上成功的 China's Disruptor: How Xiaomi Succeeds in the Smartphone Market
出版日期: 2016年02月01日 內容資訊: 英文 20 Pages
簡介

小米設立於2010年,翌年發售最初的智慧型手機,在中國的網路用戶之間急速打開了知名度。此後的5年急速擴大銷售額,佔了中國的3個智慧型手機有力供應商的一角。

對本報告提供小米的智慧型手機產業的歷史沿革、業績 (銷售額、排行榜等)、成功因素相關分析,今後成長的產業策略考察。

第1章 企業歷史沿革

第2章 產品的發展情形

  • 智慧型手機
    • 「小米」品牌產品
    • 「Redmi」品牌產品
    • Peripherals
  • 聯網電視
    • Mi Box
  • 智慧家庭產品
    • 小米的智慧家庭產品
    • 小米的智慧家庭用IoT開放式、平台

第3章 業績

  • 智慧型手機經由線上、流通管道的出貨台數劇增
  • 在中國的智慧型手機市場上確保最大的佔有率

第4章 主要成功因素

  • 開放型革新和客戶意願的產品設計
  • 為了開拓被忽略的客戶層而進入低階市場
  • 美國風格的產品銷售手法:飢餓行銷 (貨物缺乏法) 大幅度改品牌認知度
  • 強化競爭力的預約銷售/生產外包化

第5章 未來的發展策略

  • 銷售管道、海外市場強化
  • 多元化經營:3C產品、IoT、雲端服務

附錄

  • 詞彙表
  • 企業一覽

圖表一覽

分析對象企業

  • Apple、Blue Charm、酷派、FIH、GITV、Google、Honor、HTC、Huawei、ICNTV、Kingsoft、聯想、LeTV、Mango TV、MediaTek、Meizu、Micromax、Microsoft、Midea、Motorola、Nokia、Qualcomm、Redmi、Samsung、Smartisan、Wasu TV、小米、ZTE
目錄
Product Code: MCRPT16020101

Founded in 2010, Xiaomi unveiled its first smartphone a year later and quickly made its name among Chinese netizens. With a rapid growth in sales and popularity, Xiaomi has jumped to China's top three smartphone vendors in less than five years. This report profiles Xiaomi's history and analyzes in depth its product deployment, operational performance, key success factors, and future development strategies.

Table of Contents

1. Development History

2. Product Deployment

  • 2.1 Smartphone
    • 2.1.1 Brand Name Xiaomi
    • 2.1.2 Brand Name Redmi
    • 2.1.3 Peripherals
  • 2.2 Connected TV
    • 2.2.1 Mi Box
  • 2.3 Smart Home Products
    • 2.3.1 Xiaomi Smart Home Products
    • 2.3.2 Xiaomi Smart Home IoT Open Platforms

3. Operational Performance

  • 3.1 Smartphone Shipments Surge via Online Channel
  • 3.2 Market Share Leader in Chinese Smartphone Market

4. Key Success Factors

  • 4.1 Open Innovation and Customer-Oriented Product Design
  • 4.2 Low-end Disruption to Lure Overshot Customers
  • 4.3 American-style Product Launch, Hunger Marketing Significantly Improve Brand Awareness
  • 4.4 Pre-Ordering & Outsourcing Production to Enhance Competitiveness

5. Future Development Strategies

  • 5.1 Strengthening Sales Channels and Overseas Markets
  • 5.2 Diversification into 3C Products, IoT, and Cloud Services

Conclusion

Appendix

Glossary of Terms

List of Companies

List of Topics

Xiaomi's development highlights and product deployment in the fields of smartphone, connected TV, and smart home

Operational performance of Xiaomi's smartphone business in China, touching on its shipment volume and ranking (by market share) in recent years

Analysis of Xiaomi's key success factors and its future development strategies, including expansion in sales channels and overseas markets as well as diversification into 3C products, IoT, and cloud services

List of Figures

  • Figure 1: Xiaomi's Smart Home IoT Open Platform Solutions
  • Figure 2: Xiaomi's Smartphone Shipments, 2011-2015
  • Figure 3: Xiaomi Redefines Product Value Chain
  • Figure 4: Xiaomi's Low-end Disruption Strategy

List of Tables

  • Table 1: Brief History of Xiaomi's Development
  • Table 2: Specifications of Xiaomi's Major Smartphones
  • Table 3: Specifications of Xiaomi's STB & Connected TV
  • Table 4: Xiaomi's Major Smart Home Products
  • Table 5: Smartphone Vendor Ranking by Shipments in China, 2011-1H2015

Companies covered

Apple, Blue Charm, Coolpad, FIH, GITV, Google, Honor, HTC, Huawei, ICNTV, Kingsoft, Lenovo, LeTV, Mango TV, MediaTek, Meizu, Micromax, Microsoft, Midea, Motorola, Nokia, Qualcomm, Redmi, Samsung, Smartisan, Wasu TV, Xiaomi, ZTE

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