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小米小碎步進(jìn)軍美國(guó):先賣(mài)耳機(jī)和腕帶

小米小碎步進(jìn)軍美國(guó):先賣(mài)耳機(jī)和腕帶

Reuters 2015年02月16日
這家中國(guó)科技新貴正在小步進(jìn)入蘋(píng)果公司的大本營(yíng)美國(guó)市場(chǎng)。
????2014年5月15日,小米CEO雷軍在北京主持產(chǎn)品發(fā)布會(huì)。

????路透社 – 未來(lái)幾個(gè)月內(nèi),中國(guó)最大的智能手機(jī)企業(yè)小米將開(kāi)始通過(guò)網(wǎng)店在美國(guó)銷(xiāo)售耳機(jī)、智能腕帶和其他配件。這是小米進(jìn)入蘋(píng)果公司(Apple)大本營(yíng)的初步嘗試,其中不包括小米標(biāo)志性的移動(dòng)設(shè)備。

????小米還表示,即將和一家巴西制造企業(yè)結(jié)為合作伙伴。今年上半年小米的產(chǎn)品將在巴西這個(gè)拉美最大的經(jīng)濟(jì)體亮相,而制造合作伙伴將有助于小米繞開(kāi)巴西政府對(duì)進(jìn)口電子產(chǎn)品征收的懲罰性關(guān)稅。

????作為一家有五年歷史的行業(yè)新貴,小米在一夜之間就成了中國(guó)銷(xiāo)售增長(zhǎng)最快的手機(jī)品牌。同時(shí),該公司一直在通過(guò)直銷(xiāo)和網(wǎng)絡(luò)渠道迅速進(jìn)行國(guó)際擴(kuò)張。

????在去年12月融資后,小米公司的價(jià)值達(dá)到了450億美元。這次融資吸引的投資者既有新加坡主權(quán)財(cái)富基金,也有阿里巴巴的聯(lián)合創(chuàng)始人馬云所支持的私募公司。

????由于成本低,再加上小米非常倚重與用戶(hù)的互動(dòng)以及用戶(hù)反饋,小米移動(dòng)設(shè)備頗受中國(guó)消費(fèi)者青睞。現(xiàn)在,小米的網(wǎng)店已經(jīng)覆蓋了整個(gè)亞洲,包括最近剛剛涉足的印度市場(chǎng)。

????巴西是小米智能手機(jī)在亞洲以外的第一站。該公司的全球業(yè)務(wù)副總裁雨果?巴拉表示,小米計(jì)劃于今年上半年開(kāi)始在巴西銷(xiāo)售手機(jī)。

????巴拉曾在谷歌(Google)的管理層任職,他說(shuō)小米正在和至少六家巴西制造企業(yè)進(jìn)行“極為深入的探討”,但沒(méi)有透露這些企業(yè)的名稱(chēng)。這將有助于小米規(guī)避巴西約60%的進(jìn)口電子產(chǎn)品稅。

????業(yè)界特別想知道小米在美國(guó)的發(fā)展?jié)摿?。美?guó)是全球最大的移動(dòng)設(shè)備市場(chǎng)(以美元計(jì)),但美國(guó)的手機(jī)銷(xiāo)售由電信公司控制,而且還有蘋(píng)果這個(gè)行業(yè)霸主。

????小米的聯(lián)合創(chuàng)始人及總裁林斌周四對(duì)記者表示,小米將在幾個(gè)月內(nèi)推出第一個(gè)網(wǎng)店Mi.com,向美國(guó)消費(fèi)者直銷(xiāo)小米耳機(jī)和智能腕帶等產(chǎn)品。

????該公司暫時(shí)不會(huì)在美國(guó)推出手機(jī)和平板電腦等價(jià)格較高的產(chǎn)品,部分原因是美國(guó)的電信公司銷(xiāo)售模式和手機(jī)補(bǔ)貼結(jié)構(gòu)會(huì)讓小米的成本優(yōu)勢(shì)化為烏有。此外,林斌和巴拉還提到,為各個(gè)市場(chǎng)量身定制基于安卓(Android)的米柚(MIUI)操作系統(tǒng)以及申請(qǐng)?jiān)S可證等工作都需要投入時(shí)間和精力。

????目前,小米的主要目標(biāo)包括接觸美國(guó)消費(fèi)者;像在中國(guó)和印度那樣,舉行粉絲活動(dòng)并在Facebook等社交媒體上與用戶(hù)互動(dòng),從而設(shè)法在美國(guó)建立小米社區(qū);逐步了解本地市場(chǎng)偏好并打響品牌知名度。

????舉例來(lái)說(shuō),巴拉向路透社記者介紹了小米將如何向美國(guó)的音樂(lè)發(fā)燒友推廣小米耳機(jī),以及如何基于反饋來(lái)調(diào)整這個(gè)產(chǎn)品。

????他對(duì)記者說(shuō):“我們迫切希望與美國(guó)消費(fèi)者進(jìn)行交流?!保ㄘ?cái)富中文網(wǎng))

????譯者:Charlie

????審稿:Sissi

????(Reuters) – Xiaomi, China’s largest smartphone company, will begin selling headphones, smart wristbands and other accessories online in the United States in coming months, taking its first tentative step onto Apple’s home turf without its signature Mi mobile devices.

????The company also said it is close to securing a manufacturing partner in Brazil, which will help it skirt punishing tariffs on imported electronics when it begins sales in Latin America’s largest economy in the first half of this year.

????Xiaomi, a five-year-old upstart whose name means “Little Rice,” came out of nowhere to become China’s fastest-selling mobile brand. It has been rapidly expanding its global footprint through direct, online sales.

????The company was valued at $45 billion in a December funding round that drew investors ranging from Singapore’s sovereign wealth fund to a private capital firm backed by Alibaba Group co-founder Jack Ma.

????Its Mi devices, which scored with Chinese users because of their low cost and the company’s heavy reliance on user interaction and feedback, are now sold online across Asia, including most recently India.

????Brazil marks the company’s first foray with smartphones outside of its home continent. Global operations vice president Hugo Barra said Xiaomi intends to begin selling its phones there in the first half of this year.

????The company is in “extremely advanced discussions” with at least half a dozen manufacturing partners there, Barra, a former Google executive, said without revealing names, which will help it side-step a roughly 60 percent tax on foreign electronics.

????The industry is particularly curious about Xiaomi’s potential to make a dent in the United States, which is the world’s biggest mobile market in dollar terms but one where phone sales are controlled by telecoms carriers and where Apple holds sway.

????Co-founder and President Lin Bin told reporters on Thursday that Xiaomi will launch its first online sales site, Mi.com, in a few months, directly selling items from earphones to smart bands to American consumers.

????The company is eschewing bigger-ticket items like phones and tablets for now partly because of the United States’ carrier-sales and phone subsidy structure, which eliminates Xiaomi’s cost advantage. More generally, Bin and Barra talked about the time and effort needed to tailor its MIUI Android-based operating systems for individual markets and obtain certification, among other things.

????Xiaomi’s main intention for now is to engage American consumers and try and build a community there the same way it has in China and India – through fan events, interaction with users on social media such as a dedicated Facebook page, and gradually coming to know both local preferences and building its brand.

????For example, Barra told Reuters how Xiaomi might put its self-branded headphones in front of U.S. audiophiles and tweak the product depending on their detailed feedback.

????“We’re keen on being in the conversation in the U.S.,” he told reporters.

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