Xiaomi’s ＂people, cars and homes are all ecological＂ new products are coming, and ＂one hour on average＂ can meet the needs of users to quickly ＂taste new products＂

On October 29, Xiaomi 15 Series andXiaomi surging OS2 product launch press conferenceHeld, launched Xiaomi 15 series mobile phone, Xiaomi surging OS 2, Xiaomi SU7 Ultra production version, as well as Xiaomi flat 7 series, mi band 9Pro, Xiaomi watch S4, Mijia air conditioning ventilation Pro and other 16 "all-ecological" new products.

Lei Jun, founder, chairman and CEO of Xiaomi Group, said that this conference is a concentrated display of Xiaomi’s relatively new strategic achievements of "people, cars and homes are all ecological". Xiaomi’s fully empowered OS 2 will also lead Xiaomi to accelerate into the "AI all ecological" era.

From now on, Xiaomi 15 series new products will be reserved in official channels such as Xiaomi Mall, Xiaomi Home, Xiaomi Tmall official flagship store and Xiaomi JD.COM flagship store, and will be officially launched at 10: 00 on October 31st. Among them, Xiaomi Mall, as Xiaomi’s self-operated e-commerce platform, plays an important role in its whole ecology. By accessing the third-party ready-to-use service in SF Express, the sale of new products in the ecology can reach "one hour on average", which is "rice noodles". Bring a one-stop shopping experience.

From Apple16 and Huawei Mate XT in September to vivo X200 series and Xiaomi 15 series in October, in just two months, the competition for new products in the mobile phone circle has ushered in two waves of climax. This year, the instant retail market has once again become an important field for manufacturers to compete for.

Mobile phone new product warEnter a climaxMajor brands actively deploy instant retailing.

It is nothing new that instant retailing is "involved" in the new product war of mobile phone manufacturers. In September this year, Tik Tok officially joined the Hours of iPhone16 series for sale, and more than 4,000 Apple authorized franchise stores supported the instant delivery of e-commerce in Tik Tok, covering more than 600 cities across the country. Huawei also opened an officially authorized live broadcast room in Tik Tok Hours Da, as its account profile wrote: "Huawei stores deliver goods within one hour, and buying Huawei is as convenient as ordering takeout".

It is reported that Tik Tok’s "Hourly Arrival" service is currently building a closed loop of "business flow+service flow" through third-party matching. As the core partner of Tik Tok’s instant delivery, SF City helps Tik Tok to realize multiple home service scenarios including Hourly Arrival. Xiaomi, which has just entered the new 15 series, is the key to its real-time retail layout, in addition to various retail take-out platforms, such as "Xiaomi Mall App" and "Xiaomi Lite applet". As early as 2021, when Xiaomi 12 was released, Xiaomi reached a cooperation with SF City. In recent years, Xiaomi’s sales volume has hit record highs and continued to consolidate the closed loop of instant retail private domain under its own ecology. It is reported that in addition to Xiaomi, Huawei, another mobile phone brand, has also reached cooperation with SF City in its own shopping malls and other channels.

Omni-channel access and customized construction, high-quality ready-to-use services capture users’ minds.

Why do mobile phone manufacturers such as Xiaomi, Apple and Huawei embrace instant retailing? And choose to access the third-party ready-to-use platform? With the acceleration of social rhythm, consumers need more "instant satisfaction" and are willing to pay for faster and better delivery experience. More importantly, with the development of multi-polar traffic such as live broadcast platform and brand private domain, consumers’ purchase scenarios are becoming more diversified.

It is the key reason why mobile phone manufacturers attach importance to instant retailing by meeting the demand of "early adopters" of new machines in time, capturing users’ minds, laying out more online channels, and quickly realizing the transformation of brands from "flow" to "increment" with high efficiency and seizing a larger consumer market.

Third-party ready-to-use platforms such as SF City can bring omni-channel overall customization to brands, access multiple retail take-out platforms including Tik Tok Hours Da and Meituan, and establish exclusive ready-to-use services for private e-commerce companies without capacity. In addition, the brand can also require Knight’s distribution equipment to be attached with a unified brand logo, and enhance brand recognition through dressing the, unified telephone, etc., so that the market influence and user loyalty can be enhanced in the omni-channel "instant purchase" and "fast and good" consumption experience, which will drive re-purchase and increase sales.

Among the domestic mobile phone brands, Xiaomi is the brand that operates the "private domain model" better. From the online Xiaomi community and Xiaomi Mall to the offline Xiaomi House, Xiaomi gathers users, actively carries out interaction and provides product concessions, and further strengthens online and offline connections through SF City, opening up a closed-loop sales, continuously optimizing the membership system, welfare construction and service quality, and continuously enhancing the stickiness of fans. ‌

The third-party matching platform takes root in the sinking market, helping mobile phone manufacturers to capture consumer traffic.

In addition, on the retail take-out platforms represented by Meituan and Tik Tok, the consumption volume of the sinking market is gradually moving closer to the head market, and the value of its instant retail business is more prominent. In particular, domestic mobile phone brands have strong user awareness and high brand reputation in the sinking market, and "sinking" has become an important strategic direction for many brands. Infrastructure service providers are also deeply rooted in the sinking market with this trend. For example, by the middle of this year, its business network has covered more than 1,200 counties across the country, with a coverage rate of 68%. By maintaining effective and high-quality ready-to-use services, brand manufacturers can also quickly absorb the consumption flow in the sinking market.

What needs to be clear is that the needs of fans and users are not static, whether in the head market or the sinking market. The introduction of third-party matching can not only make the brand service flexible and customized according to local conditions, but also provide a new solution for its service upgrade. For example, mobile phone online "trade-in" has been widely praised since its launch, and the demand for "trade-in" is growing. Shunfeng Tongcheng took the lead in launching a one-stop "trade-in" integrated logistics solution for digital products in the industry, and jointly established a new model of "one-click door-to-door, take-and-send" with the brand to realize the further improvement of user service quality. At the same time, SF also cooperates with vivo to realize the "fastest 4 hours" repair and return in the same city, and improve the after-sales refinement in the brand private domain service.

According to the relatively new data released by Counterpoint Research recently, in the third quarter of 2024, the sales volume of smartphones in China increased by 2.3% year-on-year, achieving year-on-year growth for four consecutive quarters. It is not difficult to foresee that mobile phone manufacturers will continue to focus on instant retailing and make efforts in innovative models and optimized services to seize growth opportunities. In this competition, the third-party ready-to-use platform, represented by SF City, continues to play the role of logistics infrastructure, empowering brands to improve quality and optimize through customized and refined ready-to-use services, and boosting the mobile phone consumer market.

(promotion)