Name: 什麼是小米？ (What is Xiaomi? | CNBC Explains)
Uploaded: 2018-07-03T02:43:12.000Z
Duration: 4 min 15 s

程度副詞

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

情態副詞

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.

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

It's present in 74 markets around the globe,

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

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

and the Chinese tech company is partnering

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

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

Xiaomi generates most of its revenues from

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.

Which may explain why it's sometimes referred to as the “Apple 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

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

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

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

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

So Xiaomi began to change up its strategy.

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

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.

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

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

在 2017 年，小米的銷售比起前年

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

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

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

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.

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

Will “China'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？

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.

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