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  • A company started just eight years ago has now become

    一家八年前開的公司現在已經變成

  • one of the world's largest smartphone makers.

    世界最大的智慧型手機製造商之一

  • I'm talking about Xiaomi. It's opening stores and now rapidly expanding outside of China.

    我在說的就是小米,現在它開了許多實體店面,並在中國以外的地區迅速擴張

  • So what's behind the growth of this massive Chinese tech company?

    所以這家中國科技公司的成長有什麼樣的背景呢?

  • Xiaomi is the fourth-biggest smartphone player in the world.

    小米是世界第四大的手機公司

  • It's India's top-selling smartphone brand and one of China's top players.

    它在印度是最熱銷的手機品牌,同時也是中國最大的手機公司之一

  • But its breadth is much more than that.

    但它不僅如此

  • It's present in 74 markets around the globe,

    它出現在全球 74 個市場

  • with nearly 15,000 employees

    有將近 15,000 名員工

  • and more than 300 million people

    有超過三千萬人

  • are using its products or services.

    使用它的產品及服務

  • While Xiaomi may be a foe for Apple, it's

    雖然小米可能是蘋果的敵人

  • somewhat of a friend to Google and Microsoft.

    但它某種程度上來說是 Google 和微軟的朋友

  • Xiaomi smartphones run a version

    小米的手機使用的是

  • of Google's Android operating system

    Google 的 Android 系統

  • and the Chinese tech company is partnering

    而這家中國科技公司也正在和

  • with Microsoft to collaborate on artificial intelligence.

    微軟談合作,共同研發人工智慧

  • The company makes about 72% of its revenue

    公司大約 72% 的營收

  • from China, and 28% from the rest of the world.

    是來自中國,28% 來自世界各地

  • Xiaomi generates most of its revenues from

    小米大部分的營收是來自

  • smartphones, but it's also expanded into

    智慧型手機,但它也有來自於

  • other products like music

    其他產品像是音樂

  • and video streaming, too.

    還有影片串流

  • The Beijing-based company wants its smartphones to be just the start

    這家北京起家的公司想要讓手機成為使用者

  • of an entire device ecosystem for its users.

    所有手機科技系統的開端

  • Which may explain why it's sometimes referred to as theApple of China.”

    這可能可以解釋為什麼有時候小米會被稱為「中國版的蘋果」

  • When the company was first started, Xiaomi only sold its products online

    當公司剛開始營運的時候,小米只在網路上賣產品

  • in an effort to reduce overhead costs.

    為了降低高額的成本

  • It avoided spending money on advertising

    它減少廣告支出

  • and relied on brand loyal customers to spread the word.

    完全依靠顧客對品牌的忠誠度行銷到世界各地

  • Xiaomi's selling point was simple.

    小米的銷售策略很簡單

  • Offer high-quality devices, but at lower prices than competitors.

    那就是提供高品質的手機,以及相對競爭者更低的售價

  • And it worked.

    就成功了

  • Xiaomi became China's number one smartphone in 2014.

    小米在 2014 年成為中國第一名的智慧型手機品牌

  • But the success was short-lived.

    但它的成功很短暫

  • Sales fell in 2016, pushing Xiaomi down several spots to number five in China.

    銷售額於 2016 年下降,使小米在中國的排名下降至第五名

  • New low-cost players were entering the market, and the company learned that by selling its

    更新的低價手機進入市場,這讓公司了解到

  • phones online directly to consumers, well, it made it difficult to reach new customers,

    在網上賣手機給顧客很難觸及到新的客群

  • like those in China's smaller cities.

    像是中國更小的城鎮

  • So Xiaomi began to change up its strategy.

    所以小米開始改變策略

  • Recently it's been getting into the brick-and-mortar game,

    最近它開始開設實體店面

  • opening a large number of stores like this one in Hong Kong.

    它開了很多店面像是在香港的這間

  • It plans to open 2,000 stores worldwide by 2019 with just about half of them in China.

    它計劃在 2019 年之前開 2000 家店,其中一半在中國

  • It's expanding its footprint outside of China, opening retail stores in Spain and Italy

    它正擴展中國以外的業務,並在西班牙及義大利開零售店

  • and forming retail partnerships here in the U.K.

    在英國談零售合夥

  • And while Xiaomi isn't in the U.S. yet,

    然而小米還沒有在美國開店

  • Xiaomi's head of its international business says they do have plans to enter the market.

    小米國際業務的主管說他們有打算進入美國市場

  • It's not just a smartphone business.

    這不只是智慧型手機的商業

  • Xiaomi also makes things like smart watches, headphones, speakers, pillows,

    小米也製造像是智慧型手錶、耳機、喇吧、枕頭

  • VR headsets, air purifiers, rice cookers, kitchenware, luggage, hats and wallets.

    虛擬實境耳機、空氣清淨機、飯鍋、廚房用具、廚房用品、帽子和錢包

  • That's on top of selling online content, entertainment and financial services.

    在線上銷售內容、娛樂和金融服務表現亮眼

  • In 2017, Xiaomi's sales grew more

    在 2017 年,小米的銷售比起前年

  • than 67% from the year prior,

    成長超過 67%

  • leading some to call it 'China's Phoenix.'

    有些人稱它為「中國鳳凰」

  • Product launch events for its new products can draw up to thousands of fans.

    新產品發表會可吸引上千的紛絲

  • And while companies like Samsung have used

    像是 Samsung 的公司已經請

  • Kanye West and Bruno Mars to pump up fans for new products,

    Kanye West 跟 Bruno Mars 來為新產品吸引更多粉絲

  • Xiaomi events are usually headlined by well, the company's CEO Lei Jun.

    小米的活動通常都被 CEO 雷軍下很好的標題

  • As one of Xiaomi's co-founders, he has a net worth of more than 12 billion dollars.

    身為小米的聯合創辦人,他的身價高達 120 億

  • He worked in technology and as an angel investor before starting the company in 2010.

    他在 2010 年創立公司之前從事科技相關的工作,也身為天使投資人

  • So what's next?

    所以下一步是?

  • Smartphone shipments in China suffered their largest decline ever in the first quarter of 2018.

    中國智慧型手機銷售在 2018 年第一季劇烈下降

  • And global smartphone sales declined last year for the first time since 2009.

    而去年國際市場上智慧型手機銷售自 2009 年起第一次降低

  • While the industry news is concerning for massive smartphone players,

    當產業正擔心許多智慧型手機公司時

  • Xiaomi actually had an 88% increase in the number of phones

    小米其實在國際手機銷售數量上增加 88%

  • they sold globally in the first quarter of this year.

    在今年第一季

  • That's compared to a slight decrease by Samsung and slight increase by Apple.

    相較於三星的小幅降低和蘋果的小幅增長

  • Xiaomi's growth was largely because of its previous ho-hum performance though.

    小米的成長雖然主要是因為它之前老套的策略

  • So the question remains.

    所以問題仍然存在

  • WillChina's Phoenix,” so dependent on its hardware business, fly to new heights?

    「中國鳳凰」會依靠它的硬體商業,飛向新的高度嗎?

  • Or will it return to the ashes?

    或是它會燃燒成灰燼?

  • Hey, guys, it's Uptin. Thanks for watching.

    大家好,我是 Uptin,謝謝你們的收看

  • For more of our videos check out 'The rise of the Chinese smartphone' here

    想看更多我們的影片請看「中國智慧型手機的崛起」

  • and my day at Huawei's campus in China here.

    我在中國華為園區的一天

  • We're also taking suggestions for future CNBC Explains, so leave your comments in the section below

    我們期待你們對未來 CNBC Explains 的建議,所以請在底下留言

  • and while you're at it, subscribe to our channel.

    當你還在這裡看影片,別忘了訂閱我們的頻道

A company started just eight years ago has now become

一家八年前開的公司現在已經變成

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