wen | dingjiaoone lixueyan

编辑 | 魏佳

julidongmingzhu“dajia”xiaomikongdiaodiyijinguoqu5geyue，tazaiciyuchujingren，jianggelihexiaomituishanglefengkoulangjian。

shiqingdeqiyinshi，gelidongshizhangdongmingzhuzaiyidangfangtanjiemuzhongcheng，xiaomikongdiaoyinweizhuanliqinquanpeilegeli50wanyuan。12yue16ri，xiangguanhuatichongshangresou，xiaomigongguanbuzongjingliwanghuahuosuhuiying，biaoshixiaomikongdiaomeiyouzhuanliqinquanxingwei，gengmeiyoupei50wanyuan。dangtian，xiaomijituanhehuorenjianzongcailuweibinghaigongbuleyizushuju，jinnian1-11yuexiaomikongdiaoxiaoliangtongbishangzhang53%。

图源 / 微博@王化

bujinruci，xiaomihaipaochuledajiadiangongchangdonggongjianshedexiaoxi，yujimingnianjiangjubeiziyanzichanxiaomikongdiaodenengli。kanzheijiashi，xiaomishiyaozaidajiadianyewushangdazhanquanjiao。

jinnianlai，xiaomiyijingzaikaituoxinyewufangmianchangdaolebushaotiantou。yicengjingbaoshouzhengyidezaocheweili，zi2024nian3yue28rixiaomisu7zhengshifabusuanqi，xiaomidegujiacong14.94gangyuan/gu，shangzhangzhirujinde31.65gangyuan/gu，zhangfuchao100%。

zaocheweixiaomidailailezibenshichangshangdehuibao，dantongshitayeshige“tunjinshou”，qianqihennanshixianyingli。jibianxiaomiyouzhe1516yiyuandexianjinchubei，yebudebushengzhehua，tongshihaiyaofaliqitayewulai“fuyang”zaoche。dajiadianyewujiushiyigebucuodexuanze，tademaolilvbizhinengshoujigenggao，shichangguimopangda，keyichengdanweiqicheyewu“shuxue”dezhongren。

raner，mianduineixiezaijiadianlingyushengengduoniandechuantongqiye，xiaominengchenggongtuweima？

小米大家电，做得怎么样？

ciqian，xiaomibazhuyaoyewufenchengsanbufen：zhinengshouji、iotyushenghuoxiaofeipin、hulianwangfuwu。2024nianq2kaishi，zheixieyewubeidiaozhengchengliangbufen：shouji×aiot、zhinengdiandongqichedengchuangxinyewu，fanyingchuxiaomidexinzhanlvehezhongdian。

dajiadianyewuyizhibeiguizaiiotyushenghuoxiaofeipinzhong，congjinjiniancaibaozoushilaikan，zheibufenyingshoujiaoweiwending，yingshouzhanbichixushangsheng，yujijinnianyouwangtupo30%；maolilvyezhunianzengzhang，you2021niande13.1%shangshengzhi2024nianqiansanjidudepingjunmaolilv20.13%。

zaizuixindesanjiducaibaozhong，gaibufenmaolilvdadaole20.8%，bishoujiyewuhaizhuanqian。xiaomizaicaibaozhongtidao，iotyushenghuoxiaofeipindemaolilvtisheng，zhuyaoshiyouyukechuandaichanpinjizhinengdajiadiandengchanpinshouruzhanbizengjiasuozhi。

图源 / 「定焦One」制作

huiguqilai，xiaomizuojiadiandeqidiankeyizhuisudao2013nian，dangniantuichudexiaomihezi、xiaomidianshichengweimingxingdanpin。suihoupinleizhujiantuozhan，baokuokongqijinghuaqi、dianfanbao、dianfengshan、kongdiao、xiyijideng。

2019nianshiguanjiandeyinian，chanpinshang，xiaomiyikouqifabulebingxiang、ranqizao、xiyouyanji、weiboludengchanpin，wanchengleheidian、baidian、chudian、xiaojiadiandebuju。jiagoushang，chenglidajiadianshiyebu，bingquanmianfalibaidianshichang。zhanlvecengmian，leijunqiangdiaodajiadianshixiaomiaiotzhanlvedeguanjianbufen，bingjiangdajiadiandingweiweiweilaishinianchixufazhanlantudehexinpintuzhiyi。

fenpinleilaikan，womenzhuyaoguanzhuzuihexindesileidajiadian：dianshi、kongdiao、xiyiji、bingxiang。

qizhong，dianshishixiaomideyoushipinlei。luotukeji（runto）gongbushujuxianshi，2024niandisanjidu，zhongguodianshishichangxiaoliangdeqiansanmingyicishihaixin、xiaomi、tcl，junzhanjuleyue20%deshichangfene，sanzhezhijiandechajuweihuqiwei。

dancongdapanlaikan，2024niandisanjidu，zhongguodianshishichangpinpaizhengjichuhuoliangwei811.5wantai，jiao2023niantongqixiajiang6.6%。shouxianyuguoneidianshishichangdapandelianxushuaitui，muqianxiaomidianshiyewuhennanzaiduanshijianneiqudetaidadetupo。

kongdiaoshuyuxiaomizhengzaifalizhuigandeyigepinlei。

disanjidu，xiaomikongdiaochuhuoliang170wantai，tongbizengzhangchaoguo55%。xiaomihaizaicaibaozhongzhichu，zhinengdajiadianshourudazeng，zhuyaodeyiyuzhongguodalukongdiaochuhuoliangzengjiasuozhi。

genjuaoweiluopan2024niankongdiaoxianshangshichangzhanyoulvshuju（jiezhi11yue17ri），xiaomiyi11.82%defenepaizaidisanwei，yuqianliangmingmeide（25.17%）hegeli（24.51%）cunzaimingxianchaju。danzhidezhuyideshi，meidehexiaomideshichangfenedouyousuozengzhang，ergelixiajiangle2.91%，zheikenengjigelidailaileyidingyali。

xiangbizhixia，xiaomidexiyiji、bingxianghetoubuqiyehaiyoujiaodachaju。

disanjidu，xiaomidebingxiang、xiyijichuhuoliangfenbiechao81wantai、48wantai，tongbizengzhangchaoguo20%、50%，junchuanglishixingao。

jinguanzengsumingxian，danzheilianggepinleizhong，haierrengranzhanjuzhejueduiyoushi。shangshuaoweiluopanshujuxianshi，bingxiangxianshangshizhanshujuzhong，xiaomiyi4.17%defenepaizaidiwuwei，haieryi31.94%paizaidiyi；zaixiyijixianshangshizhanshujuzhong，xiaomiyi4.23%yepaizaidiwu，haierzeyi30.44%weiliediyi。

zhengtilaikan，xiaomidajiadianyewuyingshouzhanbizhubukuoda，yinglinenglitisheng，zhanlvediweiyeriyizhongyao。

想抢家电企业饭碗，小米分几步？

zaihenduoxiaofeizhedeyinxiangzhong，xiaomigenshoujigaoduguagou，zenmehuizaichuantongqiyezhaduidedajiadianlingyuturanshachu？

zai2024niandisanjiducaibaodianhuahuiyishang，xiaomijituanhehuorenjianzongcailuweibingduifenxishitichudeguanyuxiaomidajiadiandefazhanguihuahemaolilvdengwentijinxinglehuiying。tazhongdiantidaolexiangziyanmoshizhuanbian、xiaoshouqudao、fuwujifangmian。

tongshi，ta“paohong”dajiadianxingyeguhuataijiu，chuangxinliyanzhongbuzu，erqiecunzailuanxiang。youdegongsiyikuanchanpinhuanwugemingzi，zaibutongdequdaomaibutongdejiaqian，erxiaomiyaodapoxinxibuduicheng。

jiehetadefayan，womendazhikeyikanchuxiaomidajiadianyewudefazhanzhilu。

qiyi，congodmmoshizouxiangchunziyan。xiaomizhiqianweilenengkuaisuqierudajiadianshichang，xuanzeleodmmoshi，yejiushisuchengde“tiepaishengchan”huo“daigong”，xiaomitigongsheji，zhaoqitachangjiaweiqishengchanchanpinhuopeijian。zheishibushaorengoubingxiaomijiadianweitiepaichanpindezhongyaoyuanyin，yeshixiaomixiangbichuantongjiadianqiyedeyidalieshi。

qiehuandaoziyanmoshihou，xiaomikeyitigaoduichanpinpinzhidebakong，tongshifahuichugengjujingzhenglidechengbenyoushi，xiaomijiansheqianwentidaodedajiadiangongchangzhengshiweileziyanzuozhunbei。

zuoweijiqichechaojigongchang、shoujizhinenggongchanghoudedisangexiaomigongchang，jilexiaomizaishengchanfangmianzhuiganchuantongjiadianqiyedejihui。yujimingniannengziyanzichandexiaomikongdiao，zechengzaizhexiaomizaizhinengjiajulingyukaimenhongdezhongren。

qier，xianshangxianxiaquanqudaobuju。xianshangxiaoshouyizhishixiaomideyoushi，xiangbiqichuantongjiadianqiyechengshudefenxiaotixi，xiaomidajiadiandexianxiaqudaogaoduyilaixiaomizhijia，dajiadianheshouji、pingban、bijibendengchanpinyiqijizhongzhanshihexiaoshou。

图源 / 高德地图

zailuweibingdemiaoshuzhong，xiaomikongdiao、bingxiang、xiyijidoushouyiyuxiaomixianxiaqudaodetuozhan。weici，「dingjiaoone」yu12yuexiaxunzoufangleguangzhoushibaiyunqufujindexiaomizhijiamendian，zhixianjulibuchaoguo5gonglidefanweineijiuyou6jiaxiaomizhijia，qizhong1jiahaizaizhuangxiudaikaiye。tamendaduojizhongzaishangyeguangchang，yeyoukaizaizhugandaolubianxianyanchu。

yudianyuanjiaoliudezhi，xiaomizhijiamuqiancaiquzhiyingyujiamengbingcundemoshi，zhiyingdianyouxiaomigongsizhijieyunyingheguanli，erjiamengdianzeshitongguoyuxiaomigongsihezuo，youhezuohuobanfuzeyunyingheguanli。xiaomiguanwangdemendianxinxixianshi，guangzhoushimuqianyou15jiazhiyingdian，193jiajiamengdian。huixiang2021nian，xiaomizhijiazaiguangzhoudekaidianjihuajin3jia。

图源 / 「定焦One」拍摄

「dingjiaoone」zoufangdeshijiamengdian，dianneixianyanchuchenliezheshouji、pingban、bijibendengshumachanpin，yeyoudianshi、kongdiao、bingxiang、reshuiqidengdajiadianchanpin。danggukeyouchanpinlejiexuqiushi，dianyuanhuijieshaochanpindeshiyongfangfaheliangdian，yehuizhanshiheqitachanpindeliandong。zheizhongmoshidegouwutiyanbijiadianmaichanggengxiyinnianqingren。

zheijiushejidaolexiaomidajiadiankuaisufazhandedisandian：yuchuantongjiadianqiyebutongdeshengtaicelve。chuantongjiadianqiyepubianjujiaoyudanjianchanpin，zhidaojinxienianzhinengjiajuhetaoxijiadiangainianxingqi，caikaishiyouyishidijiangduojianchanpinzhengheweitongyizhengti。

erzheizhengshibushaohulianwangqiyeqiangxiang，qizhonghuawei、xiaomishidaibiaoxingqiye，wulunshishouji、erji、diannao，haishiqiche、jiadian，tamenshizhanzaishengtaicengmiandazaochanpin，chanpinbenshenzugouhaoyongdetongshi，haiyaogenqitachanpinliandong，zaiqianyimohuajianyingxiangxiaofeizhedegouwuqingxiang。

yucitongshi，hulianwangqiyezuochanpinhaiyouyigexianmingdetedian——“tingquan”。yiyonghuweizhongxin，weiraochangjingxuqiuzuochuangxin，zheilingtamendechanpindiedaipinlvyuanchaochuantongjiadianqiye。

小米大家电能成吗？

zaihuidazheigewentizhiqian，womendedui“cheng”yougengqingxidegainian。ruguozhishiyewubaochiwendingyingli，meinianyingshouhaiyoubucuodezengzhang，neixiaomidajiadianyijingchengle。danruguoqiwangzaigaoxie，xiaomidajiadiannengfazhanweibuyayushoujiyewudezhongyaoyingshoulaiyuan，bingqiehainengzaichanpinkoubeishangbushuchuantongjiadianpinpai，neitahuoxuhaiyouhenzhangyiduanluyaozou。

youjiazhuang、shigongxingyerenshigaosu「dingjiaoone」，jiaruxiangmuxuyaogouzhikongdiao、xiyijidengdajiadianchanpin，yeneimorenhuixuanzechuantongjiadianqiyedechanpin，zhuyaoshijiyuchuantongjiadianqiyezhangqiyilaishulidepinpaixingxianghesuizhidailaidepinzhixinxin。

muqian，xiaomidajiadiandekuaisuzengzhangzhuyaodeyiyucduanxiaofeizhe。weilai，ruguonenghuodegengduoqiyekehuderenke，zheiyiyewuyouwangshixiangengdadezengzhang。

tongshi，xiaomidajiadiandefazhanzhongxin，huoxuyinggaifenyibufenjihaiwaishichang。

zaiguoneidajiadianshichangzaoyupingjingdeqingkuangxia，haiwaishichangchengweiqiyexunzhaoxinzengliangdejuejiachangsuo。

图源 / Euromonitor，国信证券整理

genjueuromonitortongjishuju，2023nianzhuyaodajiadianshichangquanqiuguimoyue3376yimeiyuan，qizhongzhongguo、beimei、xiou、rihanaoxindengjiadianchengshushichanghejiguimo2482yimeiyuan，zhandaoquanqiuzhuyaodajiadianshichangguimode74%，lamei、dongnanya、dongou、zhongdongfei、yinduxinxingshichanghejiguimo790yimeiyuan，zhandaoquanqiuzhuyaodajiadianshichangguimode23%。

zongherenkouhejiadianshichangguimo，xinxingquyurenkoushuliangshichengshuquyudeyibeiduo，dandajiadianshichangguimohaibudaochengshuquyude1/3，renjunjiadianzhichujinwei16meiyuan，yuandiyuchengshuquyu102meiyuandeshuiping。zhongzhongjixiangbiaoming，xinxingquyudajiadianshichangrengcunzaizhejudadezengzhangqianli。

jiashezailixiangqingkuangxia，weilaixinxingquyuderenjunjiadianzhichubuduantisheng，jibianchengshuquyuzengzhangtingzhi，dajiadianshichangyezhishaohaiyouyibeidezengzhangkongjian。

shishishang，chuhaijihushichuantongjiadianqiyexunqiuzengliangdegongshi。

zaozaishangshiji80niandai，meidejiukaishiweige、songxia、lg、dongzhidenghaiwaidapinpaichangshangtigongoem、odmfuwu，bingzaihaiwaitouzijianchang，tuidongziyoupinpaichuhai。jingguoduonianshengeng，haiwaiyewuzaimeidezongyingshoudebizhongyuelaiyueda。

2024nianshangbannian，meidejituanhaiwaiyewushouruda910.76yiyuan，yingshouzhanbiwei41.92%。tongshi，haiwaiyewushouruzengsuwei13.09%，gaoyuguonei8.37%deshouruzengsu。jinniansanjidu，meidehaiwaidianshangxiaoshoushourubaochi50%dezengzhang。

tongyangkaochuhaihuodezengliangdehaiyougeli，qi2024nianshangbanniannianbaoxianshi，gelichanpinyibianbuquanqiu190duogeguojiahediqu，zizhupinpaizhanchukouxiaoshouzongejin70%。gongsiwaixiaoyingyezongshouru148.25yiyuan，tongbizengzhang15.64%。

luweibingciqianbiaoshi，muqianxiaomidajiadianzhongdekongdiao、bingxiang、xiyijichuhuoliangjunlaizizhongguoshichang，xiayibuxiaomijiangkaolvdajiadianruheyouxuchuhai。

chuhaiduixiaomilaishuobingbumosheng，haiwaishichangweiqishoujiyewutigonglebuxiaodezhuli。genjucanalysshuju，2024niandisanjidu，xiaomiquanqiuzhinengshoujichuhuoliangpaimingdisan，shichangfenewei13.8%，jinciyusanxinghepingguo。ciqiandejingyanyouwangjiasuqidajiadianyewudechuhaijincheng。

2024nianshixiaomiiotyewubaofadeyinian，dajiadiannengfouchixuzengzhang，rengdaishichangheshijiandeyanzheng。