County town sinking, monthly average thousand stores: Xiaomi fights offline channel again

记者：李静雅

Reporter: Li Jingya

编辑温舒淇

Editor Wen Shuqi

讲同样的故事，组合新戏，赢得更多的合作伙伴——这就是小米正在做的。

Tell the same story, combine a new play, and win more partners - this is what Xiaomi is doing.

4月3日，第5000家小米家居专卖店在沈阳欢乐城开业。小米开第一家店已经5年多了。

On April 3, the 5000th Xiaomi home store was launched in Shenyang Joy City. It has been more than five years since Xiaomi opened its first store.

4月27日晚，在小米集团旗下品牌红米召开新闻发布会后，卢伟平表示，"现在中国大约有2100个县，小米家居应该覆盖60%。预计今年上半年将覆盖70%-80%。我们现在在网上开店的速度非常快。"

On the evening of April 27, after the press conference of redmi, a brand of Xiaomi group, Lu Weibing said, "now there are about 2100 counties in China, and Xiaomi home should cover 60%. It is estimated that it will cover 70% - 80% in the first half of this year. We are now opening stores online very fast."

回到2017年小米6的上市，雷军首次透露了小米家居的战略目标：5年内线下零售收入突破700亿，3年内开店1000家。

Back to the launch of Xiaomi 6 in 2017, Lei Jun revealed for the first time the strategic goal of Xiaomi home: to break through 70 billion in offline retail revenue in five years and to open 1000 stores in three years.

此后，低利润和不断变化的政策，让小米难以下线扩张。2020年12月，在三年规划的最后一刻，第1000家小米家居在成都万象开张。到目前为止，线下销售对整体情况的贡献仍然微不足道。

Since then, low profits and constantly changing policies have made it difficult for Xiaomi to expand offline. In December 2020, at the last moment of the three-year plan, the 1000th Xiaomi home opened in Chengdu Vientiane city. So far, the contribution of offline sales to the overall situation is still negligible.

令人意外的是，今年1月，小米突然一天开了上千家店，覆盖河南、江苏两省的县级市场。此后，小米积极扩张，月均开店1000家。新年开张仅4个月，小米家居线下门店数量已远远超过过去5年的总和。

Surprisingly, in January this year, Xiaomi suddenly opened thousands of stores in one day, covering the county-level markets in Henan and Jiangsu provinces. Since then, Xiaomi has expanded aggressively with a monthly average of 1000 stores. Only four months after the opening of the new year, the number of offline Xiaomi home stores has far exceeded the total of the past five years.

在飓风扩张的同时，小米家园也在推动县级市场"零清仓计划"的鲁炜平立旗，确保2021年全国每个县都能开一家小米家园。

At the same time of Hurricane expansion, Xiaomi home is also promoting the "zero clearing plan" of county-level market Lu Weibing set up a flag to ensure that every county in the country will open a millet home in 2021.

5月，继河南、江苏之后，小米之家在安徽省实现了县级覆盖率100%；今年6月，浙江成为第四个实现小米之家县级全覆盖的省份。

In May, after Henan and Jiangsu, Xiaomi home achieved 100% coverage at county level in Anhui Province; In June, Zhejiang became the fourth province to realize the county-level full coverage of Xiaomi home.

在过去的几年里，与优尚相比，小米的线下渠道一直是一个薄弱环节。到2020年底，线下小米的市场份额将不到7%，还不到优商的一小部分，几乎没有优势。

In the past few years, compared with Youshang, Xiaomi's offline channel has always been a weak point. By the end of 2020, the market share of offline Xiaomi will be less than 7%, less than a fraction of Youshang's, with almost no advantage.

然而，随着智能手机在线互联网红利的饱和、华为在国内外的缺位、金融科技业务在流行期的放缓，各种形式都促使小米今年做出重大调整。

However, with the saturation of online Internet dividends of smart phones, the absence of Huawei at home and abroad, and the slowdown of financial technology business during the epidemic period, all kinds of forms have promoted Xiaomi to make major adjustments this year.

渠道变化

Channel changes

此前，小米网下渠道有五种模式：小米之家（T1-T2城市，自建自办）、小米专卖店（T3-T4地级市，自建自办，合作伙伴投资，地级市）、小米授权店（自建自办，县级行政区，初步在河南省广泛试点），小米专卖店（自建自办，县级市场），小米专卖店（自建自办，县级市场）大Ka（大客户）连锁。

Previously, there were five modes of offline channels of Xiaomi: Xiaomi home (T1-T2 City, self built and self operated), Xiaomi exclusive store (T3-T4 prefecture level city, self built and self operated, partner investment, prefecture level city), Xiaomi authorized store (self built and self operated, county-level administrative region, initially extensive pilot in Henan Province), Xiaomi exclusive store (self built and self operated, county-level market), Xiaomi exclusive store (self built and self operated, county-level market) Large Ka (key account) chain.

其中，授权店和加盟店覆盖了一个巨大的下沉市场。面积大、产品齐全的小米家居是小米自身业务的基本菜，而加盟店则是小米家居的补充。

Among them, authorized stores and franchised stores cover a vast sunken market. Xiaomi home, which has a large area and a complete range of products, is the basic dish of Xiaomi's own business, while franchised stores are the supplement of Xiaomi home.

2020年6月，小米拉开了历史上最激进的渠道扩张序幕，将专卖店和授权店改造成小米家居，迫使管理相对宽松的加盟店升级为城市商业区或县城授权店，统一了所有的装修、设计、，新政策下的供应和管理，跟上小米家居的步伐。。

In June 2020, Xiaomi opened the prelude of the most radical channel expansion in history, transforming monopoly stores and authorized stores into Xiaomi home, forcing the relatively loose management of franchise stores to upgrade to the urban business district or county authorized stores, unifying all the decoration, design, supply and management under the new policy, keeping up with Xiaomi home..

《界面新闻》曾在《小米线下渠道变化》一文中详细报道了小米渠道扩张对加盟店的影响。

Interface news once reported in detail the impact of Xiaomi channel expansion on franchised stores in the article "Xiaomi offline channel changes".

据介绍，小米目前的渠道改革政策是，在与之合作的企业中，资金实力稍差的企业将下沉到县城；更有实力的企业留在城里。由于其规模较小，位置不一定在核心商业区，小米专卖店成为第一个被改造。

According to the report, Xiaomi's current channel reform policy is that among the businesses it cooperates with, those that are a little short of financial strength will sink to counties and towns; More powerful businesses stay in the city. Because of its smaller scale and location not necessarily in the core business district, Xiaomi franchised store became the first one to be transformed.

由于小米店仍执行原价进货和7%售后回扣的政策，市区部分门店因担心升级后利润下滑而不愿升级。当时，许多小米店主都面临着"留下来，投入巨大；这是一个艰难的时刻离开，重新开始。

As Xiaomi stores still implement the policy of purchase at the original price and 7% after-sales rebate, some stores in urban areas are reluctant to upgrade because they are worried about the decline of profits after upgrading. At that time, many Xiaomi shop owners were faced with the problem of "stay, huge investment; It's a tough time to move away and start all over again.

现在，情况变了。小米网下渠道调整为四种形式：小米家居直营店、小米家居专卖店、小米家居授权店和Ka。前三种类型统称为小米之家。

Now, that's changed. Xiaomi offline channel has been adjusted to four forms: Xiaomi home direct store, Xiaomi home exclusive store, Xiaomi home authorized store and Ka. The first three types are collectively referred to as Xiaomi home.

据悉，小米原本希望授权店能无限接近专卖店模式，但也意识到授权店的沉没成本有边界，因此仍选择保留授权店形式在县城市场。小米还制定了扬帆计划，希望把全市所有的授权店都变成加盟店，从而确保全市所有的加盟店都成为加盟店。

It is reported that Xiaomi originally hoped that the authorized store would be infinitely close to the exclusive store model, but also realized that the sunk cost of the authorized store has a boundary, so it still chose to retain the authorized store form in the county and town markets. Xiaomi has also formulated a sailing plan, hoping to turn all authorized stores in the city into franchised stores, so as to ensure that all franchised stores in the city will become franchised.

伴随着这次门店体制改革，还有小米的端到端配送体系。

Along with this store system reform, there is the end-to-end distribution system of Xiaomi.

这一次，小米打破了原有的配送体系，收回了商品的权利。合作企业不需要承担库存风险。小米直接控制着小米门店的经营状况。店内商品配送由小米直接实施，工厂直接到店。小米利用手中的店面管理数据帮助商家提高周转率，而商家则利用小米的返利来补货，在高效周转下获得更高的整体回报。

This time, Xiaomi broke the original distribution system and took back the right of goods. The cooperative businesses did not need to bear the inventory risk. Xiaomi directly controlled the operation status of Xiaomi stores. The distribution of goods in stores was directly implemented by Xiaomi, and the factory went directly to the store. Xiaomi uses the store management data in hand to help businesses improve the turnover rate, while businesses take Xiaomi's rebate to restock and get higher overall return under efficient turnover.

数字化改革

Digital reform

去年9月，小米推出了小米零售通。小米零售通是一款商品匹配管理的应用，可以进行标准化的采购、销售和库存管理。零售应用给予前台店长和员工相应的数据查看权限，帮助他们详细了解一天的客流转化率、销量和利润。小米后台控制所有国内商品流通，实时控制每家门店，尽快调整配送，优化周转效率。

In September last year, Xiaomi launched Xiaomi retail link. Xiaomi retail link is an app for goods matching management, which can be used for standardized purchase, sales and inventory management. The retail app gives the front desk store manager and staff the corresponding data viewing authority to help them understand the passenger flow conversion rate, sales volume and profit of a day in detail. Xiaomi controls all domestic goods circulation in the background, controls each store in real time, adjusts the distribution as quickly as possible, and optimizes the turnover efficiency.

除了零售，小米还推出了POS机。去年12月，小米旗下授权门店完成POS机100%覆盖。除了POS机，小米还在所有授权门店安装了客流专柜，也可以完成进站客流转化的统计和计算。

In addition to retail, Xiaomi also introduced POS machines. In December last year, Xiaomi's offline authorized stores completed 100% coverage of POS machines. In addition to POS machines, Xiaomi also installed passenger flow counters in all authorized stores, which can also complete the statistics and calculation of inbound passenger flow transformation.

可见，零售环节和POS机是小米统一数字化管理的闭环，也是小米本轮重新梳理线下零售系统的基础。

It can be seen that retail link and POS machine are the closed loop of Xiaomi's unified digital management, and also the basis for Xiaomi to re comb its offline retail system in this round.

2017年，全球首家小米家居旗舰店亮相深圳万象世界。这家店当时被称为新零售模式，由纽约苹果第五大道旗舰店设计师蒂姆·科比设计。项目占地面积650平方米。除了智能手机，许多小米生态连锁产品也在展出。雷军当时表示，深圳旗舰店是小米零售新探索的新里程碑。

In 2017, the world's first flagship store of Xiaomi home appeared in Shenzhen Vientiane world. The store was then known as the new retail model, designed by Tim Kobe, the designer of Apple's Fifth Avenue flagship store in New York. The project covers an area of 650 square meters. In addition to smart phones, many Xiaomi eco chain products are also displayed. Lei Jun said at the time that the Shenzhen flagship store was a new milestone in Xiaomi's new retail exploration.

不过，深圳旗舰店当时并没有在库存管理、客流统计、代码扫描和库存等方面做详细工作。这些"小问题"一个接一个地随着小米门店线下的阻挠而被掩埋。在这一轮线下渠道改革中，数字化体制成为组织架构改革的基础，零售环节成为撬动线下利润空间的杠杆。

However, the Shenzhen flagship store did not do detailed work on inventory management, passenger flow statistics, code scanning and inventory at that time. These "minor problems" were buried one after another with the obstruction of Xiaomi stores offline. In this round of offline channel reform, digital system has become the basis of organizational structure reform, and retail link has become the lever to leverage offline profit space.

在618附近，位于四川省乐山市夹江县建设路的小米家园授权店内，一个POS平台被放置在门口显眼的位置。两名工程师坐在一边，戴着防静电手套，穿着防静电的衣服。

Near 618, in the authorized store of Xiaomi home on Jianshe Road, Jiajiang County, Leshan City, Sichuan Province, a POS platform was placed in a prominent position at the entrance. Two engineers were sitting aside wearing anti-static gloves and anti-static clothes.

店内，小米商城618的线上促销和线下活动已经同步进行。店主告诉记者，他认为授权店和专卖店在分销方面没有太大区别。区别在于小米是否任命了店长。零售环节对门店经营非常有帮助，帮助他们提高了5个百分点以上的利润。

In the store, the online promotion and offline activities of Xiaomi mall 618 have been synchronized. The owner told reporters that he thought there was not much difference between authorized stores and exclusive stores in terms of distribution. The difference was whether Xiaomi appointed a store manager. Retail link was very helpful to store operation and had helped them increase their profits by more than five points.

小米集团副总裁尚进近日在接受采访时表示，小米家居本轮线下布局是步兵法逻辑。市场份额必须一步一个脚印地上升，必须达到10%才能达到20%。没有一步到位。

Shang Jin, vice president of Xiaomi group, said in a recent interview that the offline layout of Xiaomi home in this round is infantry logic. The market share has to go up one step at a time, and it has to reach 10% before it can reach 20%. There is no one step in place.

线下扩张有三个方向。一是在商场开大卖场带动高端机销售；二是县城下沉越深越好；第三，城市的角落，社区的位置和沟通的街道。

There are three directions for offline expansion. One is to open large stores in shopping malls to drive high-end machine sales; The second is that counties and towns sink as deep as they can; Third, the corner of the city, community location and communication street.

其中，商场一直是小米近年来线下定位的重点，入住率在50%左右。小米进入传统的通讯街更具象征意义，它代表着朋友和商人的腹地，是小米过去无法进入的领地。现在小米已经在西安、成都、重庆、武汉等地的交通街布局，达到地级市交通街的高点，《晚报》报道到2020年底，在中国大陆市场，除了电力供应商之外，街道上的独立通信网点仍然贡献了超过30%的销售额。

Among them, shopping mall has always been the focus of Xiaomi's offline location in recent years, with the occupancy rate of about 50%. It is more symbolic for Xiaomi to enter the traditional communication street, which represents the hinterland of friends and businessmen, and is a territory that Xiaomi could not enter in the past. Now Xiaomi has a layout in Xi'an, Chengdu, Chongqing and Wuhan communication streets, reaching a high point in the communication streets of prefecture level cities《 Late LatePost "reported that by the end of 2020, the independent communications outlets on the street still contributed more than 30% of the sales volume in the Chinese mainland market, after the electricity supplier.

在渠道业务方面，以四川省成都市为例。目前，成都与小米合作的"强势企业"有三家以上，这几年都与小米进行了不同程度的合作，粘性很高。《南方都市报》也报道说，当初选择加盟小米加盟店的经销商大多是"米粉"。

In terms of channel business, take Chengdu, Sichuan Province as an example. At present, there are more than three "strong businesses" cooperating with Xiaomi in Chengdu, all of which have cooperated with Xiaomi at different levels in the past few years, with high viscosity. Southern Metropolis Daily also reported that most of the dealers who chose to join Xiaomi franchise stores at the beginning were "rice noodles".

尚进说，5年前他开始在小米之家实习时，并没有得到多少业务支持。他选择了自己的几家售后服务商到商场实习。起初，小米店主要以Ka渠道、销售渠道和综合店的形式出现。如今，全国范围内几乎所有通信市场的大企业、强企业都与小米合作，平均每个县都有1-2家门店。

Shang Jin said that when he started to practice Xiaomi home five years ago, he didn't get much business support. He chose several of his own after-sales service providers to practice in the shopping mall. At first, Xiaomi stores were mainly in the form of Ka channels, sales channels and comprehensive stores. Today, almost all the big and strong businesses in the communication market cooperate with Xiaomi nationwide, with an average of 1-2 stores in each county.

现在还在防守阶段

It's still in the defensive stage

小米线下战略的另一个重点是营销和服务的整合。

Another focus of Xiaomi's offline strategy is the integration of marketing and service.

近日，有媒体报道称，小米家居一部分并未真正实现营销与服务的融合。对此，尚进表示，小米之家的服务体系和阵地、门店的建设一样，有一个时间过程，也有步兵逻辑推进。先实现贴膜、微卡、回收、寄售维修等基础服务100%，然后逐步推进、叠加指标。

Recently, some media reported that a part of Xiaomi home has not really realized the integration of marketing and service. In response, Shang Jin said that the service system of Xiaomi home, like the construction of positions and stores, has a time process, and also advances with infantry logic. We will first achieve 100% of basic services, such as film sticking, micare, recycling and consignment repair, and then gradually push forward and stack up the indicators.

尚进表示，小米内部已经达成共识，没有重资产就没有护城河。小米正在进行组织变革，管理人员正在下沉。如今，小米家居仍处于阵地稀缺状态，属于战略防御阶段。

Shang Jin said that a consensus has been reached within Xiaomi that there will be no moat without heavy assets. Xiaomi is making organizational changes and managers are sinking. Today, Xiaomi home is still in a state of scarce positions and belongs to the stage of strategic defense.

6月26日，卢伟平在微博上分享了这样一组数字。目前，整个中国市场的手机都是3:7左右线上线下开放。线下市场中，城市市场占55%，县乡市场占45%。陆卫兵表示，目前小米下线手机的比例还比较低。这组数字符合公众的看法。

On June 26, Lu Weibing shared such a set of figures on Weibo. At present, the mobile phones in the whole Chinese market are open at about 3:7 online and offline. In the offline market, the urban market accounts for 55%, and the county and township market accounts for 45%. Lu Weibing said that the proportion of Xiaomi's offline mobile phones is still relatively low. This set of figures is consistent with the public perception.

尚进表示，小米真正的线下竞争对手是电子商务。在商业史上，所有的竞争都是效率竞争，"如果我们要帮助企业，我们要帮助他们无限接近电子商务的效率。"

Shang Jin said that the real offline competitor of Xiaomi is e-commerce. In the history of business, all competitions are efficiency competitions" If we want to help businesses, we want to help them approach the efficiency of e-commerce infinitely. "

然而，咄咄逼人的开店速度并不能完全帮助小米在线下市场与优尚展开竞争。不过，如果经销商愿意与小米合作，提高市场份额的共同目标将大于小米加强管控带来的矛盾，物联网业务的交叉销售可以在下沉的市场中带来红利，高端机可以不断努力，所有这些加在一起可能会导致小米内部利润结构发生真正的变化。

However, the aggressive speed of opening stores can not completely help Xiaomi compete with Youshang in the offline market. However, if dealers are willing to cooperate with Xiaomi, the common goal of increasing market share will be greater than the contradiction brought about by Xiaomi's strengthened management and control, the cross sales of IOT business can bring bonus in the sinking market, and the high-end machine can make continuous efforts, all of which together may cause real changes in Xiaomi's internal profit structure.

今年618期间，小米全平台支付总额突破190亿，同比增长90%。新的线下零售系统销售额同比增长123%。经过618大促销后，陆伟平宣布小米上周的市场占有率达到了18.8%，非常不错，但仍然没有超过竞争对手ov——就在5月份，根据counterpoint发布的数据，维梧的市场占有率达到了24%，而oppo和华为的市场占有率分别达到了21%和15%。

During the period of 618 this year, the total payment amount of Xiaomi on the whole platform exceeded 19 billion, up 90% year on year. The sales of the new offline retail system increased 123% year on year. After 618 big promotion, Lu Weibing announced that Xiaomi's market share reached 18.8% last week, which is very good, but it still doesn't surpass the competitor ov -- just in May, according to the data released by counterpoint, vivo's market share reached 24%, while oppo's and Huawei's market share reached 21% and 15% respectively.

线下渠道改革能否取得更大成效还有待观察"虽然线下开店快，但还远远不够"卢卫兵说。

Whether the reform of offline channels can be more effective remains to be seen" Although it's fast to open offline stores, it's still far from enough. " Lu Weibing said.

Link：https://new.qq.com/omn/20210630/20210630A07WU600.html

update time：2021-06-30 18:57:19