Zhimi CEO Jun Su: brand and product is different from millet/meter

On August 10, Zhimi Science and Technology, an eco-chain of Xiaomi, officially released 3499 yuan of Zhimi full DC inverter air conditioner and 999 yuan of Zhimi smart toilet cover. At the same time, Smart Home Environment APP “Personality” was also launched. This is the first time Zhimi Technology has held an independent branding conference, and we hope to know more about the product design and the market, as well as the development of the brand and the industry.After the conference, Zhi Jun, CEO of Zhimi Technology, accepted Interviews with PConline included many opinions.

How to solve air conditioning installation and after-sales service?

Xiaomi's ecological chain must enter the home appliance industry, so the after-sale problem is the mountain where Zhimi must climb, but this is not an easy task. The after-sales experience of traditional after-sales outlets has accumulated a long time, but Zhimi has the advantage of Zhimi. In the after-sales standards and management system, Xiaomi's ecological chain includes Zhimi's standards in accordance with the new standards, and we use similar to the previous product development. In fact, we all know that part of the traditional air-conditioning installation work is provided by third-party companies, not the air-conditioning brand's own team. This is an open market.

Of course, in the air-conditioning installation industry, there are three points for products and seven points for installation. Indeed, the air-conditioning installation industry in China is very complicated. For this Zhimi air-conditioning product, we have to develop our own installation and service standards, find the best quality suppliers, and establish a tacit understanding of the synergy can be completed, and then we and consumers together to monitor the supplier can provide qualified Service.

Editor's comment: At this time, Zhimi Air-conditioner only sells and provides services in eight domestic first-tier cities. After the interview, we also learned from Zhimi Technology that there is no plan to disclose the follow-up new cities. During the installation of traditional air conditioners, there will be additional charges such as high operating costs, lengthened connection pipe charges, wall hole charges, and outrigger fees, etc. This Zhimi technology has not disclosed more detailed instructions (Smart toilet seats) The installation is the same).

Whether at the press conference or the interviewing process, Mr Su Jun has always mentioned that "piling" is an important factor affecting the pricing, but as mentioned earlier, air-conditioning is more important to installation, if you want to find a good third-party service team, this Part of the cost must be calculated into the overall price of the air conditioner. This is a very rare situation in Zhimi and even the entire millet system in the past.

Air-conditioning is the same as durable goods. Good air-conditioning can last for more than 10 years. If such a first-time purchase price is not so difficult to accept, because people pay more attention to the quality of air-conditioning. Zhimi Air Conditioner does not have the brand recognition of the quality of the traditional air-conditioning industry as its quality endorsement. Can it rely on the “stacking” of the conference to improve quality? This can only be left for time to verify.

During the interview, Mr. Su Jun said that the air-conditioning product was just the first product of Zhimi Science and Technology into the field of air-conditioning, and there would certainly be more different products in the future. We apply the past thinking of mobile phones and other product lines. Generally, the orientation of the first product is mostly mid to high-end, so as to enhance the brand's market positioning, it will not be too low. Then we will take the mid-range and entry products to the next level. The flagship product, then the entire product line combination is relatively complete, do not know Zhimi science and technology idea is this?

Why not announce air conditioner products two months ahead?

Our product research and development for more than two years, originally planned to be launched in the hot weather in summer, but because we are too harsh on the product requirements, I hope to do better, and ultimately lead to a delay in time. But I think no matter which time air conditioning is meaningful and there is demand, the first air conditioning is a protracted war, every year there will be a need for replacement; second air conditioning is not only hot genius with air conditioning, such as marriage, double 11 have very Big sales. Therefore, air conditioners will have markets throughout the year, and air conditioning is a long-term product.

Editor's comment: During the interview, peers from other media on the scene stated that they had just air-conditioned some time ago, and this year the country is facing high temperature problems, which has a certain role in promoting sales of air conditioners. Zhimi Technology released the listed air-conditioning products two months later. Although they said that it was not a big deal, I think this is still a pity.

What is the difference between Zhimi and Xiaomi and Mijia?

The Chimichi-branded air conditioner was released this time, not the millet or the rice family. We hope to separate as much as possible. Zhimi does this product within the Xiaomi ecological chain system. Enterprises within the ecological chain can also do their own brand. Their own brand positioning and price can be different from Xiaomi products. Therefore, our products will have their own pricing strategy, such as the price of 799 yuan fans may make the friends accustomed to the millet or rice system feel surprised, because millet, rice has given everyone the formation of low-cost image.

Different consumers have different consumption concepts and spending power. In fact, Xiaomi's products are sold well, because we cover the needs of 60-70% of users, and they pay more attention to the price/performance ratio. However, it is undeniable and ignorant for those who are willing to spend more money to improve their lives. If you can't provide it or the ecosystem cannot provide it, this part of the population will leave you.

Our 799 yuan electric fan is proof that it is still out of stock. Why is it often out of stock? There will still be a group of consumers willing to pay higher costs in exchange for a better life.

Editor's comment: Before the press conference, whether it was rumors on the Internet or my guesses, I thought the price of this air-conditioning product would be less than 3,000 yuan. After the conference introduced various materials, processes and functions, I made predictions. The price "upgrade" to less than 4,000 yuan, the final price of 4399 yuan is indeed a bit beyond our expectations.

Zhimi science and technology at the beginning of the establishment of millet to do the endorsement of its technology and brand is indeed a good thing to envy, but everything has two sides, Xiaomi (including Mijia) in the product to people's impression of low price is already ingrained, this impression It is easy to map to Zhimi Technology. Once it is affixed with the symbol of “low price”, Zhimi Technology will encounter greater difficulty in the high-end market. Moreover, in the Chinese market, in addition to using products to talk, we must also do offline channels and marketing of branded products.

At the press conference, Zhimi Technology just briefly mentioned the interconnection between different devices in the home. In fact, Zhimi Technology has its own unique competitiveness in the whole millet ecological chain compared with traditional air conditioning brands. For example, you can manage different smart devices through a Mijia app and account, and at the same time, they can have more interconnections. For example, when the user (automatically send commands after the mobile phone positioning) has gone downstairs, and the millet temperature sensor detects When the indoor temperature in the home exceeds 30 degrees, the air conditioner is automatically started in advance to cool the home. If the user sets up in advance (similar to IFTTT), all this can be done automatically, and not before many manufacturers package the Iot into the smart home routine.

On the installation of smart toilets in the country

Toilet seat installation is much less difficult than air-conditioning installation, we can get air-conditioning, toilet seat can also get. Smart toilets need to be changed from water to electricity. Most households in China have single-channel reclaimed water, and some have no outlets. In fact, these problems were encountered and solved by hundreds of untested users before the release. Our team is now very experienced. They provide a full set of water and electricity service, and ultimately can do what your (user) poor ability to solve for you, excluding a few special circumstances, other problems can be solved.

Editor's comment: I think the smart toilet is the same as the "tomorrow's property." There are many reasons for the low domestic popularity, such as product prices, installation conditions, health, etc., 999 yuan is indeed a very good price, but Is it "not afraid to lose money"? This can only wait for consumer feedback.