What is Xiaomi's core competitiveness? To put it simply, there are two aspects: First, Lei Jun has extremely strong marketing capabilities. Lei Jun's ability to carve out a niche in the two huge consumer markets of mobile phones and cars is absolutely inseparable from his marketing methods. At the beginning, he successfully imitated Steve Jobs, wearing jeans and a T-shirt. Later, he catered to the "loser" culture and loudly declared that those who win over the "losers" will win the world. Through the strategy of creating artificial scarcity, he attracted a large number of users. All of the above are the means of Lei Jun's success. Here, we have to admire Lei Jun's marketing capabilities. There should be no one in China who understands marketing better than Lei Jun. Second, it is its supply chain management ability. Xiaomi has extremely strong supply chain management capabilities. Xiaomi can always produce products with high cost performance at a very low cost, which well caters to the needs of its fans to show off with the least amount of money. The above two points are the most important factors contributing to Xiaomi's success. Xiaomi can be like Volkswagen, Lenovo, or Toyota, but it can never be like Apple or Microsoft. It can be like Volkswagen and Lenovo because it can control costs well, but it can't be like Apple or Microsoft because it lacks the ability to innovate extremely. It should be noted that the description in the text contains some rather one-sided views. In fact, Xiaomi has been making continuous efforts in innovation in recent years, not only in product technology but also in design and other aspects, and has made remarkable achievements. Each brand has its own development path and advantages, and should be evaluated more comprehensively and objectively.
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