推荐回答(1个)
1.小米的盈利模式决定的
小米成立之初,雷军提出“铁人三项”概念:即硬件+软件+网络服务的模式,并表示不依靠硬件赚钱。小米是否真如雷军所说不靠硬件盈利,作为非上市公司的小米,我们无法从其财报中去一探究竟,小米利润构成一直“不足为外人道也”。
但据周鸿祎2012年的爆料:通过其融资文件透露小米年利润25亿,依然靠卖硬件赚钱。有业界人士也认为,雷军其实做硬件是赚钱的。因为存在时间差,新品前期可能不赚钱,不过根据摩尔定律,随着元器件价格的降低,之后会有利润,而且会随着时间推移越来越大。
随后凤凰科技在采访中对于小米如何依靠互联网服务盈利的问题,林斌表示,“以目前小米的用户规模看,小米还很难做到这一点,小米目前仍主要依靠硬件赚取利润。”
去年小米与美的公司宣布双方达成战略合作,这一合作也将小米的财务资料公之于众,美的公告显示小米科技2013年净利润率仅为1%
综合以上信息,可以看出实际上小米这几年走的都是依靠硬件的微利路线,这种路线注定了小米只有两条路可以走:
纵向来说,提高单一产品的销量,通过薄利多销,靠走量获得利润,这也是为什么雷军要强调打造爆款产品的原因。
横向上看,扩大产品线,通过丰富的产品覆盖获,寻找不同的利润增长点。于是你会看到小米官网上血压计、体重秤、插线板、净水器、净化器、甚至床头灯都有,俨然成了一个百货公司。当然雷军称这是构建小米智能家居等生态需要,但是从目前来看,并不是这样。比如其推出的净化器时间点恰好是在北京PM2.5爆表,雾霾严重的大背景之下,符合雷军打造爆款的思维。
因此从横向上看小米推出笔记本着实在情理之中。
2.笔记本电脑行业急需改变
从手机开始,小米用互联网模式通过销售极具性价比的手机迅速抢占大量市场,对传统手机行业产生了巨大的影响。随后这一模式也被迅速的复制到电视行业,使得传统电视厂商纷纷牵手互联网企业推出线上子品牌电视应对:如创维与阿里合作的酷开电视、TCL爱奇艺合作的TV+、京东康佳合作的KKTV。国内笔记本电脑行业与传统电视行业从某些角度来看比较类似,多年来没有多大的变化,也未出现搅局者,急需鲶鱼效应来改变行业现状,而小米的杀入或许能像鲶鱼一样让整个行业的沙丁鱼充满活力。
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