企二乙 宋婕瑜 查穎 miui economics. outline...

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企企企 企企 企企 MIUI ECONOMICS

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企二乙 宋婕瑜 查穎

MIUI ECONOMICS

Outline

Introduction Organization Price&Product Marketing

MIUI was established in 2010

Produce products by the Internet

Goal: “Let everyone enjoy technology.”

In 2014, MIUI became no.1 in china and no.5 in the world.

Introduction

Introduction

Sales of MIUI Phone grew up very fast.

Reason for Vertical Integration: Solve disperse sale’s problem Software didn't’t fit well with the hardware

Unfriendly experience for the consumerThey started from software (MIUI) then went to

cellphone production Outstanding financing result incentivizes the

vertical integration

Organization

Vertical Integration=鐵三角

Organization

Software

Hardware

Internet

MIUI

Mi phone (小米機 )

Mi Talk (米聊)

Pricing strategy

Target audience: average income consumer

Demand: elasticLow price= increase on sales

Price&Product

1999RMB!

1799RMB!

799RMB!

2999RMB!

TAKE MIUI PHONE M1 FOR INSTANCE

1999

Price&Product

Categories Ex

Mobile phone Redmi , mi4

Pad Miui pad

TV Miui TV

Charger Power Bank

Headphones In-ear

Software MIUi

Others Wireless router, miui watch

Menu of MIUI products

Economic of scopeMany products to choose from

Demand: more elastic

(many kinds of products increase the elasticity)

Price&Product

Marketing

COUPON

Cut wholesale price

With coupons, prevent retailers from getting part of price cut

Marketing