文｜娱乐资本论 Tin

“xiaomiyinzhuanliqinquanxianggelipeichangle50wanyuan。”

jinqi，gelidianqidongshizhangdongmingzhuzaifangtanjiemuzhongduixiaomiqinquandezhikongzaidurangxiaomihegelide“enyuanqingchou”chengweileshichangdetanzi。

12yue16ri，xiaomijituangongguanbuzongjingliwanghuahuiyingcheng，jingguozaicihecha，xinxibushi。diyi，xiaomikongdiaomeiyouzhuanliqinquanxingwei。dier，xiaomimeiyouyinweizhuanliqinquanpeichang50wandeqingkuang。

7yue9ri，gelijiucengbiaoshi，shoudaozuigaorenminfayuanfalvwenshu，yaoqiushejiqinquandemijiaxiaomidianfengshanbudezaizhizaohexiaoshou，qinquanrenxianggelidianqizhifurenminbi185wanyuan。

jufayuanwenshuxianshi，yishenyuangaoweizhuhaigelidianqigufenyouxiangongsi，yishenbeigaoweizaomengzhe（zhejiang）kejiyouxiangongsi（cengyongming：zhejiangxingyuedianqiyouxiangongsi）hedongguanjingdonglishengmaoyiyouxiangongsi，erzaomengzhekejiyouxiangongsiweixiaomiqixiagongyingshangheshengtailianqiye，bingfeixiaomizhutigongsi。

geliteyizhichu，“xiaomikejiyouxianzerengongsi”（xiaomizhutigongsi）100%konggude“tianjinjinxingchuangyetouziyouxiangongsi”chiyou“zaomengzhe(zhejiang)kejiyouxiangongsi”8.0439%deguquan。

7 yue 10 ri 10 shi，xiaomigongsiguanweihuiyingweishoudaorenhexiangguansusong。

geliyiciyouyici“zhaocha”xiaomidebeihou，shixiaomijiadianzoudaigonghepinpaishouquanmoshi，beihouqianchechudeshengchanhuanjienanguanli、chuwentihounanzhuizedengyinhuan，yeshichuantongjiadianjuboyuxinxinghulianwangkejiqiye，zaizhizaoguannianheyingxiaolujingshangdejiaofeng。

xiaomiyipingjieqiduyoudedazao“baopin”deluoji，chenggongsharubaidianshichang，jiaodong“jiadiansanjutou”dejingzhenggeju。

jinnian6yue，dongmingzhuzaigelidianqiniandugudongdahuishangdianmingxiaomi：“xiaomishuoziji（kongdiao）diyiming，shijiquankaobiedechangjiazuochanpin(daigong)，nidejishushishenme?”“sheishidiyi，xiaofeizhexinliyougancheng。”

dongmingzhuduixiaomidebumanranziyipianmingwei《zhongguokongdiaoshichang“xipai”，gelidiechuqiansan，xindeheimajingshi“menwaihan”？》dewenzhang。

“womenmeiyouren，yemeiyouzairenhechangheshuowomenmijiakongdiaodiyi，jinnianshangbannianwomenpaidisi，womenhegelidechajuhaihenyuan。“7yue，xiaomichuangshirenjianceoleijungongkaihuiji。

11yue10ri，xiaomijituanzongcailuweibingzaizhiboshi，youyicitidaogeli：“womenmeiyouzairenhechangheshuoguoxiaomikongdiaoshizhongguoxiaoliangdiyi，shuodedoushizhongguodisi。”

huigugeliyuxiaomideenyuanqingchou，zhenzhengrangrenmenhuarandebushiliangweiqiyezhangduorenyoulaiyijiudegekongjiaoli，ershizaipinpaigejuyixiangwendingdejiadianshichangzhong，beichaofengwei“tiepaihu”“zuzhuangdashi”dexiaomijingranqiaoransikailetupokou。

xiaomijituanjibaoxianshi，2024niandisanjidu，zhinengdajiadianshourutongbizengjia54.9%。qizhong，xiaomikongdiaochuhuoliangchao170wantai，tongbizengzhangchao55%。

xiaomijituanhehuoren、zongcailuweibingzefaweibocheng，genjudisanfangtongjishuju，1-11 yuexiaomikongdiaoxiaoliangtongbizengzhang 53%。

danjinniansanjidu，gelideyingshouxiajiangle15.84%，wei469.39yiyuan。zai“longtoufenehuiluo，erxianjueqi”dekongdiaoxiaoshouxushizhong，xiaomidengxinjinpinpaidejueqi，qiangzoulelaojutoumenyibufendeshengyi。

aoweiluopan2024niankongdiaoxianshangshizhanshujuxianshi，xiaomideshizhanlvyuquniantongqixiangbitishengle4.34gebaifendian，chaoyuehualingjinruqiansan。erxiaomidezengzhangzejiyalegelideshizhanfene，zheiyeshirangdongmingzhugandaoyalideyuanyin。

“sanjutou”rengxuyaoyikaokongdiaoweichigaoshouruzengzhang，ruguokongdiaofenechixuxiajiang，duimeidehegelideyingshoujibenpanzaochengjudayingxiang。

xiaomikongdiaozhangwoleshenmeguanjianjishu？zheishigelidongmingzhuyouguodeyiwen，yeshihenduojiadianyeneirenshiyijixiaofeizhedeyiwen。“tiepai”、“daigong”yiji“meiyouzizhuzhizaodenengli”chengweilexiaofeizheduixiaomikongdeyingxiang。

xiaomijiadianquerudongmingzhusuoshuo，shizoudaigonghepinpaishouquanmoshi，birujutianyanchaxianshi，mijiashengtaizhongbaidiandezhongyaoshengchanshangshiyijiamingweiningbojidedianqidegongsi。

daigongmoshisuoqianchedeshengchanhuanjienanguanli、chuwentihounanzhuizedengyinhuan，xiaomijiadianyemeitaoguoqu。xiaofeibaopingtaishujuxianshi，xiaojiadianxiangguantousuzhong，xiaomidetousuliangwei460jian，zhanbiwei13.60%，weijudiyi。

erdangqianxiaomihuoxuyeyishidaokaodaigongwufazhangwo“hexinkeji”，qiaoqiaojiangyanfatishanglericheng。wanghuajinqizaiweibotoulu：“dajiadouzhidaowomendedajiadiangongchangyijingdonggongle，mingnianwomenjiunengziyanzichanxiaomikongdiaole。”

xiaomiceoleijunzezaijinqifabuleyiduanshipin，duiwaijieguanyuxiaomiquefaziyougongchanghejishu，jinjinshitiepaishengchandewujiejinxinglechengqing。

leijunzhichu，xiaomichuchuangshiqideyunyingmoshishiqingzichanyudaigongmoshidejiehe，zheiyimoshikenengjiwaijiezaochenglewujie。taqiangdiao，xiaomiyizhiyilaidougaoduzhongshizhizaohuanjie，bingzaozaochenglilezhinengzhizaobumen。

juleijuntoulu，xiaomizainianchuyijingzhengshiqiyonglediyigedaxinggongchang，bingzaijinniansanyueyouluochenglexiaomiqichegongchang。tajinyibubiaoshi，xiaomidedajiadiangongchangyeyipotudonggong，weilaixiaofeizheyouwanggoumaidaoyouxiaomizijiagongchangshengchandedajiadianchanpin。

“congkongdiaoshichangdezhengduolaikan，zhuanlijishudezuoyongzhengdedaoqiyegengdadezhongshi。wulunshigelizheiyangyouzhejiyouyoushide‘xianxingzhe’，haishixiaomizheiyangde‘xinshili’，rujindougengjiazhongshitongguojishuzhuanlibuju，weiqiyegoujianqijingzhengdebilei，congertishengshichangjingzhengliheshichangfene。”chanyejingjiguanchajiadingshaojiangbiaoshi。

haowuyiwen，chanpinlidebeihoushijiadaziyanbili，shixianguimoyulirunbingzhong，fenxishirenwei，xiaomitongguojiadayanfa、zizhushengchanyouwangzhulichanpinchuangxinhechengbenkongzhi。zai2022nianqianhouxiaomitichu“guimoyuyinglibingzhong”decelvehou，yifangmianxiaomidajiadianlingyuhuizunxunzhengtijituanzhanlve，tongguo“baopin”celvetishengguimo。lingyifangmian，xiaomiruguoxuyaozaixifensaidaohelongtoujingzheng，jiuxutigaoziyanbili。

xiaofeijiangjidefengyechuidaolejiadianshichang，xiaofeizheduiyudijiajixingdepianhaoyuelaiyueqiang。

yixianshang1.5piguajiweili，shangbannian2000yuanyixiachanpinxiaoliangzhanbidadao22.8%，tongbitisheng6.1gebaifendian。xianxia1.5piguajilaikan3500yuanyishangchanpinjiegouzhanbicongtongqide49.6%xiahuazhi41.9%。

zheiyangyigedijiajingzhengdeshichang，xiaomizhaodaolejihui。jiezhijinnian10yue27ri，meidedejunjiashi3154yuan，gelidejunjiashi3479yuan，xiaomidejunjiashi2281yuan——zailiangwei“laodage”dejiageshangdale7zhe。

erdijiacelvejinweixiaomiqinrushichangdediyibu，xiaomirujubaidianxingyezhixiayouqiyitaowanzhengdedazaobaokuandeluoji。

“xiaomizairenhepinleilimiandouyaozuobaopin，jianshaochanpinsku，zuoyaqiangtouru。”luweibingcengbiaoshi，zaikongdiaolingyu，xiaomiskudeshuliangshichuantongkongdiaoqiyedeshifenzhiyi。

“baopincelve”gengrongyitigaotouruchanchubi，tongshifahuiguimoxiaoying，youliyuxiaomiyixinjinruzheshenfenjinruchengshuxingyeshikuaisutishengguimo。

xiaomikongdiaoshidazaobaokuandecelvelibukairuxialiangdian：chuangxinqudonghezhinengmaidian。

juxiaomideguanfanggongzhonghao，xiaomibufenchangxiaochanpinjiezhuaimoxing、kongzhisuanfa、shouchuangquanlianluotarangjiadianchanpinnenggoushibiebingmanzuxiaofeizhedegexinghuaxuqiu，jiyuhulianwangsiweitishengchanpinnengxiao。

xiaomichengqikongdiaojiyuaimoxing，keyigenjujijiebiandong、diyuchayi、yonghuxiguan，tongguoganzhihuanjingcanshu，xuexiyonghulishixiguan，jianlimoxingzidongpanduanheshedingchayihuadekongdiaoyunxingcanshu。

yong“zhineng”chuangzaokongdiaodexinmaidian，jixiaofeizhezhizaohuankongdiaodexuqiu，huoxushixiaomiyingxiaoshouduanzhongzuiweizhongyaoyibu。zhongguojiayongdianqiyanjiuyuandetianhuicengbiaoshi，jihuopangdadecunliangshichangjiangweixingyedailaigengduoshangyekongjianyufazhanjiyu，tuidongxiaofeixuqiucong“wu”dao“you”xiang“you”dequanmianshengji。

ermifenwenhuazhuanweiduizhinengshengtaidezhanxing，bingjinyibutigaopinpaifugoulvdeyingxiangyeburonghushi。genjuxiaomi2024nian10yuefabuhui，xiaomizuixinderuanjianxitongzaishebeihulianfangmianchixutishengyonghutiyan。genjuxiaomigonggao，jiezhi2024niansanjidudi，xiaomizhinengshebeilianjieshuchaoguo8yige，qizhongyongyou5geyishanglianjieshebeideyonghushuyue1700wan。

yinci，yeneirenshibiaoshi，xiaomidechanpincelvegengduoshiduibiaoxingyebiaoganchanpin，tongguoziyanchuangxin、jiagehoudaodazao“baopin”，erfeitongzhihuadejiagejingzheng。tongdengchanpinlixia，xiaomidejiage“qinmin”，mubiaoquntigengduoshijiagemingandujiaogaohezhuiqiukejigantiyandexiaofeizhe。

guotouzhengquanzhengquanzaiyanbaozhongbiaoshi，“heyonghuzuopengyou”shimifenwenhuazhongzhiguanzhongyaodeyihuan。duiyuxiaomieryan，zaikaizhanxinyewushi，qichanpinyijifuwugengrongyihuodeshichangguanzhu，tianranchanshengyonghuxinren，congerjiangdiyingxiaonanduyuchengben。

yimeidehegeliweishoudechuantongtoubujiadiangongsiyizhubuzaixiaofeizhexinzhongjianligaopinzhi、zhuanyekekaodepinpairenzhi，erxiaomidewenhua、gongyeshejizegengzhuzhongxiaolv、zhineng，zheiyechengweilegelihexiaomijianshangyemoshifenqidegenben。

2013nian12yue12ri，leijunhedongmingzhutongshihuodeyangshicaijing“zhongguojingjiniandurenwu”rongyu。

zaibanjiangdianlishang，dongmingzhuduixiaomideshangyemoshiyoubutongkanfa，fengtouzhengshengdeleijunziranbufu，liangrenhuxiangqiangsheng，xianchangdadu。

leijunshuo：“xiaomimoshinengbunengzhanshenggelimoshi，wojuedeyaokanweilaiwunian。qingquanguorenminzuozheng，wunianzhinei，ruguowomendeyingyeejibaigelidehua，dongmingzhushuwoyikuaiqianjiuxingle。”

dongmingzhubiaoshi：“diyi，wogaosunibukeneng；dier，yaodujiudu10geyi。”yushi，zaishangjie，“dongmingzhuyuleijunhaodu10yi”demingchangmianchuxian。

jieguoxianshi，2018nian，geliyingyeshouru2000.4yiyuan，bixiaomiduochu250duoyiyuan。gelizaiwunianzhi“du”zhongshengchu。2019nian8yue，dongmingzhubiaoshi，10yiyuanbuyaole，xiwangzaiduwunian。

2023nian，gelidianqiyingyeshouruda2050yiyuan，xiaomijituanyingyeshouruda2710yiyuan，xiaomifanchao。

zuixinshipinzhong，dongmingzhuhuiyingyuleijunduyuebiaoshi，diyigewunianleijunshule，zhiyudiergewunianmeiyourengentadu，chenggongbuchenggongyougezideluoji。

“woyouguminliyizuidahua。neinileijungenwobi，nijiguminfenleduoshaoqian，naleguminneimeduoqianyongwanle，qiandaonaqule？guminhuibaoshishenme？”dongmingzhushuo。

zaijinniandezibenshichangzhong，fenhonghuibaoxiaogudongchengweibeishouguanzhudejiaodianyiti，erdongmingzhuduileijundefenhongyiwen，jiangzheiyihuatizaicituidaogongzhongshiyedezhongxin。

huigugelidianqidefenhonglicheng，qibiaoxiankanchengliangyan。zishangshiyilai，gelidianqileijifenhongduoda31ci，fenhongjineleijigaoda1252.98yiyuan。ruolazhangshijianlaikan，zaijin20niandeshijianli，chu2006nianhe2017nianzhiwai，gelijihumeiniandoujianchifenhong，zheifenwendingqiegaoedefenhongjiluzaiagushangshigongsizhongminglieqianmao。

danxiaomizuoweihulianwangyijikejigongsidedingwei，shideqishouyaomubiaoshikuodashichangfene、tishengjishujingzhenglihetansuoxindeyewulingyu，lirunfenpeideyouxianjiyousuobutong。

yugelixiangbixiaomidegudongjiegouzexiangduigengweiduoyuanhua，qizhongbufayixiekanhaohulianwangkejixingyefazhanqianjing、zhuiqiugaochengzhangqianlidetouzizhe。zheixiegudongsuiranzaiduanqineikenengwufahuodegaoedefenhonghuibao，dantamenjianxinxiaomizaijishuchuangxinyushengtaibujufangmiandechixutourujiangzaiweilaizhuanhuaweijudadeqiyejiazhitisheng，congerweitamendailaigengweikeguandezibenlide。

lingyifangmianjinguanxiaomijiadaleziyannengli，danhouxuqikenenghuimianlinchixugaotouruqinshilirun，zhuanlisusongfuzaxing、yijijingzhengyalideduozhongtiaozhan。xiaomixuyaozaijishuchuangxin、zhishichanquanbaohu、falvyingduicelveshangtongbufali，cainengquebaoziyanzhanlveweigongsichuangzaozhangqijiazhi。