小米发布智能生态战略

小米于1月15日发布了新旗舰手机小米Note,售价2299元起，而搭载了高通骁龙810处理器的高配版售价则达3299元，这是小米手机发布三年多时间以来，首次定价突破2000元，并直接站上了3000元价位。

　　小米为何进军智能生态平台？

　　“小米终于放弃性价比路线了，不再发烧”,一位手机行业大佬给《壹观察》留言评价称。雷军显然并不同意，并用了设计与做工突破来应对小米Note的定价质疑。

　　在《壹观察》看来，小米在传统2000元与600-800元档位正面临华为、酷派、魅族等国内竞争对手的“红海”式围剿。在过去的2014年，小米手机出货6112万台，完成6000万出货目标，但未达8000万目标上限；MIUI用户8500万，同样未完成1亿的目标；小米2014年营收增长明显低于手机出货增速，表明小米单款销售价格正在走低。而与此同时，国内手机市场也在经过近四年爆炸式增长后趋于饱和。根据工信部最新数据显示，2014年国内手机出货量4.52亿部，同比下滑21.9%;智能手机出货量3.89亿部，同比下滑8.2%.

　　“从未来三年时间段来看，国内智能手机市场已转为成熟换机市场，年出货量将稳定在4-4.5亿左右的规模。而在激烈的市场竞争下，20%成为每家厂商的市场份额红线--即使三星在巅峰时期也未达到这一数字”.一名负责国内市场近10年的手机厂商副总裁对《壹观察》表示。这也就意味着，小米在国内市场年出货量“红线”会在8000万台左右，高速增长时期已近尾声。那么，小米如何保持企业对快速增长，以及在资本市场对强势“吸金”地位？

　　在1月15日小米新品发布会上，雷军给出了答案：“小米的目标是让用户能够以手机为中心，连接所有的智能设备”.这是雷军首次对小米智能生态作出明确阐述，“连接一切”概念也成为继微信后，小米未来发展的新目标，而后者“硬件+软件”的生态链建设速度，显然比微信更迅速直接。

　　小米智能生态如何做？

　　雷军认为，传统智能设备有三大痛点：手机连接复杂、每个设备都需要APP、云服务投入大。因此小米有针对性的采取了三步走策略：

　　第一步，研发通用智能模块，将传统设备转化成可连网的智能设备。第二步，研发通用的控制中心。使用统一的控制中心，解决用户连接不同设备需要安装不同APP的问题。第三步，为解决云服务投资大的问题，小米依托金山软件，正在系统地构建云服务平台，小米云将定位于应用云服务层面，为小米生态的用户提供云存储等扩展服务。

　　内容消费也是小米智能生态中非常重要的一环。通过一系列布局影视内容产业，小米正试图为家庭用户提供更全面的内容服务。小米最新推出的小米盒子mini版，取消了相关扩展接口。用户在消费内容时，更依赖于互联网视频平台、路由器NAS存储及外围智能设备的推送。

　　也就是说，小米将围绕硬件+软件+服务，统一智能生态平台的标准、接口、存储与控制中心，这才是雷军在实现手机品类将小米股指提高至百亿美元规模后，目标打造商业生态向千亿元美元公司进军的野心。

　　小米智能生态的竞争对手们

　　过去十年，智能家居概念都在不温不火状态下进行，并形成了主要的几个“派系”:

　　1、系统级企业。Google在2014年初宣布32亿美元收购 Nest,全面启动了智能家居战略。谷歌Nest实验室与 ARM合作的“Thread Group ”开放联盟预计2015年6 月开始认证产品。基于IP的安全网络协议与无处不在的Android系统，谷歌正谋求从智能手机到智能家庭的连接。苹果则更希望依靠通过Apple TV,运用SiRi来实现对家庭中支持HomeKit设备的控制。不过前者因政策原因在中国市场落地困难，后者则在整合智能设备过程中进展缓慢。

　　2、家电厂商。在2015 CES上，以LG、三星为代表的国际企业，以TCL、海尔为代表的中国企业都展示了以突出智能家电为核心的智能家居概念。不过由于家电产品更换周期长、消费者购买的家电品牌较杂、标准不统一等原因，以家电企业为主导的智能家庭概念成功率并不高。

　　3、互联网企业。互联网厂商更依靠自己原有的生态系统，吸引各类智能硬件厂商加入自己的生态链当中。BAT都建立了智能硬件开放平台，360也与酷派成立了合资公司。从巨头们曾经进军智能手机的经历来看，互联网企业在硬件领域并不擅长。不过，从平台运营角度来看，互联网企业对小米智能生态的影响不容小觑。

　　4、通信企业。在目前的通信设备企业中，华为尝试较早，并于2014年与创维酷开合作推出了首款智能电视，宣布启动智能生态平台。但与手机业务相比，智能家居显然与华为主业偏离更远。华为CFO孟晚舟近日在接受《壹观察》专访时也曾明确表示“华为过去成功的最重要经验之一就是专注，智能家居的投入要看终端业务自身发展的需要”.

　　5、芯片企业。由高通所主导的“ AllSeen Alliance”由于起步较早，目前已有超过 70个企业成员。而由英特尔、联发科、博通等企业发起的开放互连联盟 OIC（Open Interconnect Consortium）已吸引了包括三星、戴尔、宏碁等国际企业支持。从产业链底层倒推智能家庭产业的成熟和标准建立，成功几率会相对较高。目前小米及其生态链的智能硬件产品，也严重依赖芯片厂商的方案。尽管小米此前投资联芯科技进入芯片产业，但联芯的产品主要集中在低端通信芯片领域，很长一段时间内，都无法改变小米在智能生态领域的芯片依赖其它国际厂商的现状。

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　　小米智能生态的机遇和风险

http://www.houzz.com/ideabooks/42838481

http://www.houzz.com/ideabooks/42836780

http://www.houzz.com/ideabooks/42836879

http://www.houzz.com/ideabooks/42836931

http://www.houzz.com/ideabooks/42836983

http://www.houzz.com/ideabooks/42837028

http://www.houzz.com/ideabooks/42837154

http://www.houzz.com/ideabooks/42837207

http://www.houzz.com/ideabooks/42837431

http://www.houzz.com/ideabooks/42837480

http://www.houzz.com/ideabooks/42837554

http://www.houzz.com/ideabooks/42837589

http://www.houzz.com/ideabooks/42837262

http://www.houzz.com/ideabooks/42837301

http://www.houzz.com/ideabooks/42837371

http://www.houzz.com/ideabooks/42837668

http://www.houzz.com/ideabooks/42837705

http://www.houzz.com/ideabooks/42837765

http://www.houzz.com/ideabooks/42837818

http://www.houzz.com/ideabooks/42837851

http://www.houzz.com/ideabooks/42837950

http://www.houzz.com/ideabooks/42837988

http://www.houzz.com/ideabooks/42838019

http://www.houzz.com/ideabooks/42838047

http://www.houzz.com/ideabooks/42838139

http://www.houzz.com/ideabooks/42838203

http://www.houzz.com/ideabooks/42838264

http://www.houzz.com/ideabooks/42838308

http://www.houzz.com/ideabooks/42838357

http://www.houzz.com/ideabooks/42838424

http://www.houzz.com/ideabooks/42838530

http://www.houzz.com/ideabooks/42838597

http://www.houzz.com/ideabooks/42838643

http://www.houzz.com/ideabooks/42838710

http://www.houzz.com/ideabooks/42838746

http://www.houzz.com/ideabooks/42838820

http://www.houzz.com/ideabooks/42838996

http://www.houzz.com/ideabooks/42839110

http://www.houzz.com/ideabooks/42839223

http://www.houzz.com/ideabooks/42839401

http://www.houzz.com/ideabooks/42839507

http://www.houzz.com/ideabooks/42839648

http://www.houzz.com/ideabooks/42839778

http://www.houzz.com/ideabooks/42839901

http://www.houzz.com/ideabooks/42840035

http://www.houzz.com/ideabooks/42840137

http://www.houzz.com/ideabooks/42840226

　　与以上五类企业相比，小米走的是硬件+软件+服务的系统性整合，目前只有小米具备了实现这一概念的条件：小米MIUI激活用户已达8500万，随着小米2015年出货量继续增长预期，小米国内用户保有量将超过1亿。

　　而雷军也在其智能生态理念中透露，小米目前为传统家电订制的智能模块成本已降至22元，希望一年内降至15元，2年内降至10元。在小米为何与美的合作的问题上，雷军也明显表态希望美的每年近3亿台出货的家电产品，未来都能成为支持小米连接的智能设备。再加上小米手机与小米投资的100家硬件企业，成为雷军通过小米“连接一切”的野心和目标。

　　传统互联网应用只能占领一个用户APP使用习惯入口，而如果让小米通过手机+路由器整合了用户家庭生活，那么全部互联网巨头、手机企业、家电企业都会依赖于雷军掌握的用户入口，这才是智能生态的威力。不仅如此，小米通过无处不在的用户大数据进行整合，完全可以有针对性的优化目前的移动互联网应用和智能硬件，再加上低价销售与电商平台强势倒流，这对游离于小米智能生态系统之外的企业也会形成严峻生存挑战。

　　不过随着小米生态体系的迅速增大，小米在产品层面犯错的几率也在迅速增大。如何控制小米生态体系的合理性增长，同时将“猪一样的队友”犯错的影响控制在一定范围内，将会成为小米2015年在智能生态建设方面的首要考验。

http://www.houzz.com/ideabooks/42723953

http://www.houzz.com/ideabooks/42732104

http://www.houzz.com/ideabooks/42732193

http://www.houzz.com/ideabooks/42732291

http://www.houzz.com/ideabooks/42732360

http://www.houzz.com/ideabooks/42732451

http://www.houzz.com/ideabooks/42732547

http://www.houzz.com/ideabooks/42732638

http://www.houzz.com/ideabooks/42732745

http://www.houzz.com/ideabooks/42732814

http://www.houzz.com/ideabooks/42732868

http://www.houzz.com/ideabooks/42732947

http://www.houzz.com/ideabooks/42732992

http://www.houzz.com/ideabooks/42733021

http://www.houzz.com/ideabooks/42733060

http://www.houzz.com/ideabooks/42733104

http://www.houzz.com/ideabooks/42733138

http://www.houzz.com/ideabooks/42733170

http://www.houzz.com/ideabooks/42733558

http://www.houzz.com/ideabooks/42733609

http://www.houzz.com/ideabooks/42733661

http://www.houzz.com/ideabooks/42733708

http://www.houzz.com/ideabooks/42733761

http://www.houzz.com/ideabooks/42733821

http://www.houzz.com/ideabooks/42733942

http://www.houzz.com/ideabooks/42734025

http://www.houzz.com/ideabooks/42737707

http://www.houzz.com/ideabooks/42737837

http://www.houzz.com/ideabooks/42737924

http://www.houzz.com/ideabooks/42738032

http://www.houzz.com/ideabooks/42738115

http://www.houzz.com/ideabooks/42738186

http://www.houzz.com/ideabooks/42738232

http://www.houzz.com/ideabooks/42738282

http://www.houzz.com/ideabooks/42738282

http://www.houzz.com/ideabooks/42738355

http://www.houzz.com/ideabooks/42738389

http://www.houzz.com/ideabooks/42738420

http://www.houzz.com/ideabooks/42738461

http://www.houzz.com/ideabooks/42738492

http://www.houzz.com/ideabooks/42738526

http://www.houzz.com/ideabooks/42738568

http://www.houzz.com/ideabooks/42738612

http://www.houzz.com/ideabooks/42738635

http://www.houzz.com/ideabooks/42738684

http://www.houzz.com/ideabooks/42738721

http://www.houzz.com/ideabooks/42738769

http://www.houzz.com/ideabooks/42738802

http://www.houzz.com/ideabooks/42738833

http://www.houzz.com/ideabooks/42738871

http://www.houzz.com/ideabooks/42738904

http://www.houzz.com/ideabooks/42738947

http://www.houzz.com/ideabooks/42738976

http://www.houzz.com/ideabooks/42739019

http://www.houzz.com/ideabooks/42739068

http://www.houzz.com/ideabooks/42739100

http://www.houzz.com/ideabooks/42739142

http://www.houzz.com/ideabooks/42739166

http://www.houzz.com/ideabooks/42739184

http://www.houzz.com/ideabooks/42740033

　　雷军在接受媒体采访时也对此表态称：手机上下游生态链的投资一定是有失败的就有成功的。一个创业公司的失败率是90%,但小米投资之后，这个创业公司的成功率就会大幅度提升--创业公司可以使用小米公司的品牌和渠道。不过，“如果将来有几家小米投资的公司关门了，当然我不希望有一家关门，大家就会说小米模式破产了，大家就说雷军不行了。”

http://www.houzz.com/ideabooks/42725781

http://www.houzz.com/ideabooks/42725736

http://www.houzz.com/ideabooks/42725709

http://www.houzz.com/ideabooks/42725680

http://www.houzz.com/ideabooks/42725658

http://www.houzz.com/ideabooks/42725641

http://www.houzz.com/ideabooks/42725611

http://www.houzz.com/ideabooks/42725580

http://www.houzz.com/ideabooks/42725560

http://www.houzz.com/ideabooks/42725515

http://www.houzz.com/ideabooks/42725464

http://www.houzz.com/ideabooks/42725437