Dong Mingzhu, the heart of the knife glass, didn’t need another millet?

On December 14, 2014, Xiaomi officially announced that it had a strategy of RMB 1.266 billion to take a stake in the well-known home appliance brand Midea Group. According to the cooperation agreement between the two parties, Xiaomi will hold 1.288% shares in the United States and can nominate a core executive to be a director of the United States. Millet and Midea will likely develop new smart appliances together – even the entire smart home platform.

In the second half of 2014, Xiaomi invested in iQiyi, a video content service provider and Internet infrastructure service provider Century Connect. The investment quota has reached the market value of many Chinese listed companies in the United States. Xiaomi also invested in many companies that produce smart hardware - millet ecological chain companies. Now, the number of companies that can be called "millet eco-chain companies" has reached more than 20. These companies have provided millet with different products such as bracelets, mobile power, air purifiers and smart cameras.

The millet that has been established for four years already has its own ecological chain. PingWest has done a detailed interpretation of Xiaomi's “BAT balancing technique” riding on the Chinese Internet market. By investing in shares that are not controlled, Xiaomi has established a new ecosystem that he can dominate. Unlike BAT's clear-cut wilderness and moat in the Internet, Xiaomi's ecosystem seems to have a wider margin - such as smart hardware, real estate and home appliances.

The investment of 12.66 billion yuan in the United States is one of the links. The news came out. At the time of last year, Dong Mingzhu, Chairman of Gree Electric Co., Ltd., who actively offered Lei Jun a "great gambling stake of 10 billion yuan," was almost in a state of disrepair. In the "China Economic Leaders Annual Meeting" organized by China Entrepreneur Magazine. She bombarded the cooperation between Xiaomi and Midea in cooperation with the two thieves. He claimed that “I hope he (Lei Jun) can change. With the stake of 10 billion in me, I think he bet with me to bet with Huawei. With the world's top gambling in the mobile phone industry, that is the real bet."

Immediately, Lei Jun ridiculed in the Q&A session later on the same occasion: Dong Zong seemed to concede defeat.

Those who have an impression of last year's Gree Xiaomi gambling event may recall that Dong Mingzhu was aggressive with Lei Jun at the 2013 China Economic Annual Task Awarding Ceremony held by CCTV. He laughed that no mill store with a physical store would not exceed Gree's revenue within 5 years. On the other hand, it has to admit that Gree needs to pay more attention to the Internet sales channels while sticking to the industry, and has repeatedly thrown "an olive branch" on Ma on the same floor. She said so at the time:

We have a 23-year history, and we have the ability to research, develop, and innovate in science and technology, and we have retained the traditional model of the past. We invited Ma Zong (referred to as Ma Yun) and the world belongs to Gree. You (Lei Jun) are only half, not work. What do you say about Ma?
Dong Mingzhu seems to have always had a sense of alienation for Internet companies, especially for the Internet's upstarts. First look down, and then fail to keep up.

According to the first public financial data of Xiaomi, Xiaomi’s revenue was 12.6 billion yuan in 2012; and in the case of Gree’s shareholding, Xiaomi Technology’s 2013 revenue reached 27 billion yuan, and Xiaomi Technology is only a minority of the Xiaomi VIE architecture. One company, Lei Jun announced earlier in 2013, including tax revenue of 31.6 billion in revenue, an increase of 160%; Lei Jun also said 2014 revenue will reach 70 billion yuan, so Xiaomi's expected revenue growth this year will still be About 160%; On the other hand, based on publicly available data, Gree reported revenue of RMB 100 billion in 2012 and revenue of RMB 107.0 billion in 2013, with almost no visible increase.

Interestingly, just before Dong Mingzhu threw an olive branch to Alibaba, Gree's competitor, Haier Group, just announced its acceptance of Alibaba’s investment. Alibaba has held a large number of shares in Hairi's Sunshun Logistics and acquired a 2% stake in Haier Electronics. This cooperation was effective in this year's “Double 11” Shopping Festival. Many large-scale electric appliances purchased by consumers in urban and rural areas were delivered and installed on the second day.

The content of this cooperation between the United States and Xiaomi is the same as that of Alibaba Haier. It is also different.

According to the announcement released by Xiaomi and Midea, the two companies will conduct collaborative development and cooperation in the smart home industry chain and mobile Internet e-commerce business, and will invest in smart home ecological chain and mobile internet innovation in the future.
It is understood that the United States will have more than 20 smart home appliances categories released this year, and smart life solutions for energy, water, health and nutrition will be gradually introduced to the market. Xiaomi can provide smart appliances with “smart” support for Midea, and at the same time obtain a large number of important US experience in home appliance R&D production. This is the first part of the cooperation.

At the same time, Xiaomi will also provide important assistance to Midea in providing mobile Internet e-commerce. Although not an e-commerce company, Xiaomi has now accumulated a considerable amount of proprietary e-commerce and Tmall experience. Xiaomi created 1.56 billion yuan in total sales in the past, and sold 1.16 million models of mobile phones in a total of 24 hours, and got sales of Tmall on televisions, tablets, and wristbands. one. The US home appliance products want to appear in the e-commerce channel. Xiaomi can provide no help. This is the second part of the cooperation.

The third part looks more intriguing: smart home ecological chain and mobile Internet innovation investment. Xiaomi is an internet company and an investment company. If the United States intends to exert its efforts in the Internet, especially hardware or hardware-related software, Xiaomi must be its natural partner. Not to mention that Xiaomi is also the only one of the largest Internet companies to have experience in smart home/smart hardware, thanks to Xiaomi’s continuous implementation of ecological chain investment assistance strategies: Focusing smart home development on investment integration plans , Through strategic investment to obtain some excellent smart hardware team, give them "OEM", into the millet's ecosystem, and give them promotion resources, brand premium ability and sales channels.

At this point, the domestic three household appliances over 100 billion brand: Haier, Gree and the United States, Haier has been with Alibaba, the United States chose millet.

What about Gree? Dong Mingzhu said that Gree was the winner of the Internet and its output value per person doubled in three years. "With Gree Air Conditioning, I knew at home that you were not using it. I know if you would use my air conditioner. Wouldn't that be the benefit of the Internet? Does the Internet belong to a certain individual? It belongs to all those who are willing to innovate." Although saying so, worry about not worry, I am afraid that only you know it.

Ma Yun does not seem to pick up Dong Mingzhu’s embarrassment.