Gao Ziguang, vice president of Xiaomi, resigned. He is the core figure of Xiaomi's offline channel expansion

尚进在金山工作多年，担任雷军技术助理，投资并参与成立搜狐畅游、麒麟电影等公司。2013年加入小米，负责小米互娱工作。之后，他调到中国与陆卫平、高子光共同推动小米生产线的扩张。

Shang Jin has worked in Jinshan for many years, worked as Lei Jun's technical assistant, and invested in and participated in the establishment of Sohu Changyou, Qilin film and other companies. In 2013, he joined millet, and was responsible for the work of millet mutual entertainment. After that, he transferred to China and Lu Weibing and Gao Ziguang to promote the expansion of millet line.

从外部看，高子光的变化有点突然。9月20日，他还在微博上发布了小米之家的消息。许多小米高管表示，高子光的离职是出于个人原因，不会影响小米的线下渠道扩张计划。

From the outside, Gao Ziguang's change is slightly sudden. On September 20, he also released news about Xiaomi home on his microblog. Many Xiaomi executives said that Gao Ziguang's departure was for personal reasons and would not affect Xiaomi's offline channel expansion plan.

2020年6月，华为手机业务受到美国制裁的威胁。新冠病毒-19对优质商业圈的影响是许多低价商店。小米最终确定了新一轮的渠道扩张战略——统一装修风格和服务水平，并整合了之前的各类门店，统称小米家居。利用小米开发的零售系统管理商品配送，提高商品流通效率；与经销商讨论"总资本回报率"可能超过10%的故事，而不是强调单个手机的高毛利率，这是小米竞争对手oppo和维梧线下渠道占据主导地位的关键。

In June 2020, HUAWEI mobile phone business was under the threat of US sanctions. The impact of COVID-19 on the quality business circle was many low price stores. Millet finalized a new round of channel expansion strategy -- unified decoration style and service level, and integrated various previous categories of stores, collectively called millet home. Manage the distribution of goods with the retail system developed by Xiaomi to improve the efficiency of goods circulation; Talk to dealers about the story that the "overall return on capital" can exceed 10%, rather than emphasizing the high gross profit margin of a single mobile phone, which is the key to the dominance of Xiaomi's competitors oppo and vivo offline channels.

高子光是这一战略实施的主要负责人。两个月前，他被提升为小米集团副总裁，并调到中国向陆卫兵汇报工作。

Gao Ziguang is the main person in charge of the implementation of this strategy. He was promoted to vice president of Xiaomi group two months ago and transferred to China to report to Lu Weibing.

不到半年后，华为受到美国的进一步制裁，失去了从供应链获取高端芯片的能力，被迫放弃手机市场份额，小米的线下渠道扩张计划加快了实施。

Less than half a year later, Huawei suffered further sanctions from the United States, lost the ability to obtain high-end chips from the supply chain, was forced to give up the mobile phone market share, and Xiaomi's offline channel expansion plan accelerated the implementation.

看着华为留下的空间，卢卫兵在2020年11月举行的红米新产品新闻发布会上表示，2021年每个县都应该有一个小米家。六个月后，陆卫兵再次宣布小米也将在乡镇市场开设10000家小米院。

Looking at the space left by Huawei, Lu Weibing said at the red rice new product press conference held in November 2020 that every county should have a Xiaomi home in 2021. Six months later, Lu Weibing announced again that Xiaomi would also open 10000 Xiaomi homes in the township market.

今年4月小米家居店数量达到5000家时，高子光在接受采访时表示，小米的单店（手机销售和销售）产量高于竞争对手，"大约是隔壁（指竞争对手）的3~5倍"。

When the number of Xiaomi home stores reached 5000 in April this year, Gao Ziguang said in an interview that the output of Xiaomi's single store (mobile phone sales and sales) was higher than that of its competitors, "about 3 ~ 5 times that of the next door (referring to competitors)".

门店数量的增加和单店产量的增加并没有给小米带来更多的手机市场份额。根据小米财务报告，截至6月底，中国大陆小米家族店数量超过7600家，比第一季度末增加2600家，增长52%。然而，在同一时期，小米的线下渠道的销售份额仅增长了11.4%。线下销售的每100部手机中，有7部是小米的，略微增加了7.8部。

The increased number of stores and higher single store output did not bring more mobile phone market share to Xiaomi. According to the millet financial report, as of the end of June, the number of millet family stores in Chinese mainland was over 7600, which was 2600 more than that at the end of the first quarter, an increase of 52%. However, during the same period, the sales share of Xiaomi's offline channels increased by only 11.4%. For every 100 mobile phones sold offline, 7 were Xiaomi's, with a slight increase of 7.8.

在第二季度财报电话会议上，小米总裁王翔就线下频道的表现受到了几位分析师的质疑。他回应说，培育新店和增加手机出货量需要时间，这是小米面临的挑战。

At the second quarter earnings conference call, Wang Xiang, President of Xiaomi, was questioned by several analysts about the performance of offline channels. He responded that it takes time to cultivate new stores and increase mobile phone shipments, which is Xiaomi's challenge.

与此同时，小米在中国手机市场也面临着比上半年更加激烈的竞争。根据研究机构counterpoint的数据，8月份glory在中国市场的出货份额达到15.2%，ultra Xiaomi成为中国第三大。

At the same time, Xiaomi is also facing more fierce competition in China's mobile phone market than in the first half of the year. According to the data of counterpoint, a research organization, glory's shipment share in the Chinese market reached 15.2% in August, and ultra Xiaomi became the third in China.

在中国手机市场整体出货量下降的趋势下，荣耀市场份额的恢复挤压了小米的增长空间。

Under the downward trend of overall shipments in China's mobile phone market, the recovery of glory market share squeezed Xiaomi's growth space.

与之前的华为互联网子品牌不同，它拥有大型线下经销商股东的荣誉，70%的出货来自线下渠道。荣耀正在加紧努力拓展线下渠道。最新的趋势是在十一国庆期间开设300多家店铺，基本上都在购物中心。

Different from the previous Huawei Internet sub brand, it has the honor of shareholders of large offline dealers, and 70% of its shipments come from offline channels. Glory is stepping up efforts to expand offline channels. The latest trend is to open more than 300 stores during the 11th National Day, basically in the shopping center.

Glory也在恢复其手机以外的业务布局。独立后，它发布了平板电脑、笔记本电脑、手表、电视和路由器等产品，并推出了"荣耀个人选择"，扩大了数字产品之外的类别，并支持它在购物中心开设高端商店。

Glory is also restoring its business layout outside mobile phones. After independence, it released products such as tablets, notebooks, watches, televisions and routers, and launched "glory personal selection", expanding categories outside digital products and supporting it to open high-end stores in shopping centers.

王翔表示，小米明年将继续扩大在中国大陆的生产线。一位接近小米家居的业务人士表示，小米家居今年的门店预计将超过12000家。然而，与上半年每月新增1000家门店的速度相比，小米的速度有所放缓。

According to Wang Xiang, millet will continue to expand its line in Chinese mainland next. A business person close to Xiaomi home said that Xiaomi home stores are expected to exceed 12000 this year. However, compared with the speed of adding 1000 stores a month in the first half of the year, the speed of Xiaomi has slowed down.

Link：https://new.qq.com/omn/20210930/20210930A0AGP500.html

update time：2021-09-30 17:12:02