{"id":1936,"date":"2017-06-15T09:41:36","date_gmt":"2017-06-15T07:41:36","guid":{"rendered":"http:\/\/xiaomimobile.cz\/blog\/?p=1936"},"modified":"2017-06-15T09:41:36","modified_gmt":"2017-06-15T07:41:36","slug":"xiaomi-levnejsi-nez-konkurenti","status":"publish","type":"post","link":"https:\/\/xm.cz\/blog\/xiaomi-levnejsi-nez-konkurenti\/","title":{"rendered":"Pro\u010d jsou telefony Xiaomi levn\u011bj\u0161\u00ed ne\u017e konkurenti?"},"content":{"rendered":"

Hled\u00e1te solidn\u00ed telefon se slu\u0161n\u00fdm v\u00fdkonem a dobr\u00fdm d\u00edlensk\u00fdm zpracov\u00e1n\u00edm, ale nechcete platit horentn\u00ed \u010d\u00e1stky? Pak se velmi pravd\u011bpodobn\u011b ve va\u0161em hled\u00e1\u010dku objev\u00ed tak\u00e9 \u010d\u00ednsk\u00e1 zna\u010dka Xiaomi. Spole\u010dnost, kter\u00e1 za\u010d\u00ednala v roce 2010, se etablovala jako v\u00fdrobce kvalitn\u00edch za\u0159\u00edzen\u00ed s \u010dasto a\u017e bezkonkuren\u010dn\u00ed cenovkou. To v\u0161ak pon\u011bkud paradoxn\u011b u n\u011bkter\u00fdch z\u00e1kazn\u00edk\u016f nam\u00edsto nad\u0161en\u00ed vyvol\u00e1v\u00e1 podez\u00edrav\u00e9 pohledy. Jak je mo\u017en\u00e9, \u017ee \u010c\u00ed\u0148an\u00e9 nab\u00edzej\u00ed stejn\u011b vybaven\u00fd mobil, jako „zna\u010dkov\u011bj\u0161\u00ed“ konkurence, za o\u010dividn\u011b ni\u017e\u0161\u00ed cenu? Je snad firma n\u011bjak\u00fdm zp\u016fsobem dotov\u00e1na? Nebo pou\u017e\u00edv\u00e1 n\u011bjakou inovativn\u00ed strategii? Na ot\u00e1zku, pro\u010d jsou telefony Xiaomi levn\u011bj\u0161\u00ed ne\u017e konkurenti, se pokus\u00edme odpov\u011bd\u011bt t\u00edmto \u010dl\u00e1nkem. Vych\u00e1zet p\u0159itom budeme ze z\u00e1v\u011br\u016f, kter\u00e9 vypracovali odborn\u00edci p\u0159i anal\u00fdze situace a marketingov\u00e9 strategie Xiaomi.<\/p>\n

Zaujet\u00ed trhu<\/h2>\n

Ji\u017e prvn\u00edm telefonem se spole\u010dnost sna\u017eila na trhu zaujmout. Jako zp\u016fsob si vybrala cenovou politiku a nastoupila s levn\u00fdm telefonem, kter\u00fd ve sv\u00e9 dob\u011b nab\u00edzel \u0161pi\u010dkovou v\u00fdbavu. Vezm\u011bme v \u00favahu, \u017ee iPhone v t\u00e9 dob\u011b st\u00e1l 4999 \u010d\u00ednsk\u00fdch j\u00fcan\u016f, tedy v p\u0159epo\u010dtu asi 17 200 K\u010d, zat\u00edmco Xiaomi p\u0159i\u0161lo s telefonem s podobn\u00fdmi vlastnostmi jen za 1999 j\u00fcan\u016f, to jest asi 6 900 K\u010d. Tah\u00e1kem byl tak\u00e9 Xiaomi Hongmi, m\u00ed\u0159\u00edc\u00ed do nejni\u017e\u0161\u00edho segmentu, kter\u00fd s ohledem na cenu nab\u00eddl solidn\u00ed v\u00fdbavu. Tyto prvn\u00ed kr\u016f\u010dky pomohly Xiaomi st\u00e1t se t\u0159et\u00ed nejv\u011bt\u0161\u00ed spole\u010dnost\u00ed v oboru smartphon\u016f v \u010c\u00edn\u011b.<\/p>\n

Cenov\u00e1 politika<\/h2>\n

Pod\u00edvejme se na telefon Xiaomi Mi3. Jedn\u00e1 se o smartphone s kovov\u00fdm t\u011blem, p\u011btipalcovou obrazovkou s rozli\u0161en\u00edm 1920 x 1080 bod\u016f a \u010dty\u0159j\u00e1drov\u00fdm procesorem taktovan\u00fdm na 1,8 GHz. Jedn\u00edm ze zaj\u00edmav\u00fdch faktor\u016f je tak\u00e9 13Mpx fotoapar\u00e1t, po\u0159izuj\u00edc\u00ed velmi obstojn\u00e9 sn\u00edmky. D\u00edky t\u011bmto specifikac\u00edm a nastaven\u00e9 cenov\u00e9 politice bylo Xiaomi schopno generovat na tomto za\u0159\u00edzen\u00ed zisk kolem stovky dolar\u016f (asi 2 300 K\u010d). Telefon se prod\u00e1val za asi 7 600 K\u010d, v\u00fdrobn\u00ed n\u00e1klady v\u0161ak byly jen 157 dolar\u016f, tj. 3 700 korun. Zisk je uv\u00e1d\u011bn s ohledem na distribu\u010dn\u00ed n\u00e1klady spole\u010dnosti. Pr\u00e1v\u011b politika n\u00edzk\u00e9ho zisku pomohla spole\u010dnosti Xiaomi oslovit mnohem v\u00edce lid\u00ed ve velmi kr\u00e1tk\u00e9 dob\u011b.<\/p>\n

\"Pro\u010d<\/a>
Pro\u010d jsou telefony Xiaomi levn\u011bj\u0161\u00ed ne\u017e konkurenti?<\/figcaption><\/figure>\n

Minimalizace n\u00e1klad\u016f<\/h2>\n

Jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch faktor\u016f, stoj\u00edc\u00edm za p\u0159\u00edznivou cenovou politikou Xiaomi, jsou ni\u017e\u0161\u00ed n\u00e1klady na konven\u010dn\u00ed reklamu. Konkurenti \u010dasto investuj\u00ed nap\u0159\u00edklad do televizn\u00edch spot\u016f, billboard\u016f a reklamn\u00edch str\u00e1nek v \u010dasopisech a tyto n\u00e1klady samoz\u0159ejm\u011b mus\u00ed n\u011bkdo zaplatit. T\u00edm „n\u011bk\u00fdm“ je v tomto p\u0159\u00edpad\u011b z\u00e1kazn\u00edk, kter\u00e9mu je \u010d\u00e1st n\u00e1klad\u016f na propagaci zapo\u010d\u00edt\u00e1na do koncov\u00e9 ceny. Xiaomi v tomto sm\u011bru \u0161et\u0159\u00ed, tak\u017ee z\u00e1kazn\u00edk nemus\u00ed sponzorovat \u010dasto velmi drah\u00e9 kampan\u011b.<\/p>\n

Dal\u0161\u00edm m\u00edstem, kde Xiaomi minimalizuje n\u00e1klady, jsou kamenn\u00e9 obchody. Provoz takov\u00e9ho obchodu sebou nese \u0159adu fixn\u00edch n\u00e1klad\u016f, kter\u00e9 je nutn\u00e9 zaplatit bez ohledu na po\u010det prodan\u00fdch za\u0159\u00edzen\u00ed. M\u016f\u017eete si tipnout, kdo tyto n\u00e1klady v kone\u010dn\u00e9m d\u016fsledku zaplat\u00ed. Samoz\u0159ejm\u011b to bude z\u00e1kazn\u00edk, kter\u00fd mus\u00ed v cen\u011b telefonu pokr\u00fdt \u010d\u00e1st provozn\u00edch n\u00e1klad\u016f, mezd zam\u011bstnanc\u016f a dal\u0161\u00ed souvisej\u00edc\u00ed v\u00fddaje. Xiaomi s\u00e1z\u00ed na elektronick\u00fd obchod, kter\u00fd b\u011b\u017e\u00ed 24 hodin denn\u011b a jeho provozn\u00ed n\u00e1klady jsou s ohledem na prodan\u00e9 kusy nepom\u011brn\u011b men\u0161\u00ed. V \u010c\u00edn\u011b lze krom\u011b telefon\u016f po\u0159\u00eddit tak\u00e9 t\u0159eba dopl\u0148ky, jako jsou sluch\u00e1tka a dal\u0161\u00ed zna\u010dkov\u00e9 v\u011bci – tri\u010dka \u010di kr\u00e1li\u010d\u00ed maskot. Jen v roce 2012 p\u0159itom firma prodala 180 000 sv\u00fdch maskot\u016f, co\u017e tak\u00e9 p\u0159isp\u011blo celkov\u00e9mu k zisku.<\/p>\n

K propagaci spole\u010dnost pou\u017e\u00edv\u00e1 str\u00e1nky soci\u00e1ln\u00edch m\u00e9di\u00ed, na kter\u00fdch oslovuje obrovsk\u00fd po\u010det u\u017eivatel\u016f. Firma tak\u00e9 spol\u00e9h\u00e1 na svou fanou\u0161kovou z\u00e1kladnu, d\u00edky kter\u00e9 m\u016f\u017ee oslovovat dal\u0161\u00ed potenci\u00e1ln\u00ed z\u00e1kazn\u00edky. Zna\u010dka Xiaomi tak sice mo\u017en\u00e1 nen\u00ed tak popul\u00e1rn\u00ed jako t\u0159eba Samsung nebo Apple, ale napl\u0148uje sv\u016fj oslovovat ml\u00e1de\u017e, kter\u00e1 je soci\u00e1ln\u00edch s\u00edt\u00edch zastoupena hojn\u011bji ne\u017e u televize \u010di \u010dasopis\u016f.<\/p>\n

\"Xiaomi<\/a>
Xiaomi nes\u00e1z\u00ed na kamenn\u00e9 obchody<\/figcaption><\/figure>\n

Omezen\u00e1 dostupnost<\/h2>\n

Dal\u0161\u00ed strategi\u00ed pro sni\u017eov\u00e1n\u00ed n\u00e1klad\u016f je omezen\u00e1 dostupnost za\u0159\u00edzen\u00ed po jejich ozn\u00e1men\u00ed. Princip spo\u010d\u00edv\u00e1 v minimalizaci skladov\u00fdch z\u00e1sob a s t\u00edm souvisej\u00edc\u00edch n\u00e1klad\u016f. Xiaomi tedy d\u00e1v\u00e1 do prodeje omezen\u00fd po\u010det telefon\u016f, kter\u00e9 jsou v pr\u016fb\u011bhu n\u011bkolika minut t\u00e9m\u011b\u0159 vyprodan\u00e9 a nemus\u00ed dr\u017eet velk\u00e9 skladov\u00e9 z\u00e1soby. I to je cesta sni\u017eov\u00e1n\u00ed n\u00e1klad\u016f, by\u0165 m\u00e1 tak\u00e9 negativn\u00ed str\u00e1nku, proto\u017ee dlouh\u00e9 \u010dekac\u00ed mohou m\u00edt za n\u00e1sledek ztr\u00e1tu z\u00e1jemc\u016f. P\u0159esto firma zaznamen\u00e1v\u00e1 obrovsk\u00e9 mno\u017estv\u00ed p\u0159edb\u011b\u017en\u00fdch objedn\u00e1vek, co\u017e ukazuje, \u017ee z\u00e1kazn\u00edci maj\u00ed o telefony t\u00e9to zna\u010dky z\u00e1jem a nejsou znepokojeni t\u00edm, \u017ee mus\u00ed \u010dekat.<\/p>\n

Obchodn\u00ed model jako Kindle<\/h2>\n

Jist\u011b v\u00e1s nep\u0159ekvap\u00edme konstatov\u00e1n\u00edm, \u017ee c\u00edlem spole\u010dnosti Xiaomi je generovat zisk. O to se sna\u017e\u00ed v\u0161echny firmy v tomto oboru. Xiaomi chce z\u00edskat p\u0159\u00edjmy nejen z prodeje hardwaru, ale tak\u00e9 ze softwaru. V tomto sm\u011bru hled\u00e1 inspiraci u Amazonu, kter\u00fd p\u0159im\u011bl sv\u00e9 z\u00e1kazn\u00edky k n\u00e1kupu elektronick\u00fdch knih prodejem levn\u00e9 \u010dte\u010dky Kindle. Pl\u00e1ny spole\u010dnosti Xiaomi t\u00fdkaj\u00edc\u00ed se vyd\u011bl\u00e1v\u00e1n\u00ed na softwaru jsou v\u0161ak nyn\u00ed trochu stinn\u00e9. Jednou z cest monetizace je nap\u0159\u00edklad mo\u017enost zm\u011bny vzhledu u\u017eivatelsk\u00e9ho prost\u0159ed\u00ed pomoc\u00ed placen\u00fdch grafick\u00fdch t\u00e9mat.<\/p>\n

Expanze na mezin\u00e1rodn\u00ed trhy<\/h2>\n

Dal\u0161\u00ed v\u011bc, kter\u00e1 se Xiaomi povedlo, bylo roz\u0161\u00ed\u0159en\u00ed prodeje levn\u00fdch telefon\u016f se \u0161pi\u010dkov\u00fdmi funkcemi na dal\u0161\u00ed trhy. Spole\u010dnost se opravdu rychle roz\u0161\u00ed\u0159ila na mezin\u00e1rodn\u00ed trhy, kde pom\u011brn\u011b z\u00e1hy z\u00edskala obrovskou z\u00e1kaznickou z\u00e1kladnu. To vedlo ke zv\u00fd\u0161en\u00ed prodej\u016f a logicky i vy\u0161\u0161\u00edm p\u0159\u00edjm\u016fm.<\/p>\n

Pro\u010d je Xiaomi levn\u011bj\u0161\u00ed ne\u017e konkurenti?<\/h2>\n

To jsou z\u00e1kladn\u00ed body, na kter\u00fdch stoj\u00ed tajemstv\u00ed n\u00edzk\u00fdch cen spole\u010dnosti Xiaomi. Je jasn\u00e9, \u017ee tohoto \u010d\u00ednsk\u00e9ho v\u00fdrobce \u010dek\u00e1 je\u0161t\u011b dlouh\u00e1 cesta, nicm\u00e9n\u011b s rostouc\u00ed u\u017eivatelskou z\u00e1kladnou a pozitivn\u00ed pov\u011bst\u00ed se firma vydala spr\u00e1vn\u00fdm sm\u011brem. Ur\u010dit\u011b m\u00e1 ambice st\u00e1t se v\u00fdznamn\u00fdm hr\u00e1\u010dem na celosv\u011btov\u00e9m trhu smartphon\u016f.<\/p>\n

O tom, jak p\u0159\u00edzniv\u00e1 je cenov\u00e1 politika, d\u00edky kter\u00e9 jsou mobily Xiaomi levn\u011bj\u0161\u00ed ne\u017e konkurenti, se m\u016f\u017eete p\u0159esv\u011bd\u010dit v na\u0161em e-shopu<\/a>.<\/p>\n

Vid\u00edte n\u011bjak\u00e9 dal\u0161\u00ed faktory, d\u00edky kter\u00fdm je Xiaomi levn\u011bj\u0161\u00ed ne\u017e konkurenti?<\/b><\/div>\n

Zdroj: xiaomitoday.com<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Hled\u00e1te solidn\u00ed telefon se slu\u0161n\u00fdm v\u00fdkonem a dobr\u00fdm d\u00edlensk\u00fdm zpracov\u00e1n\u00edm, ale nechcete platit horentn\u00ed \u010d\u00e1stky? Pak se velmi pravd\u011bpodobn\u011b ve<\/p>\n","protected":false},"author":3,"featured_media":1942,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[181,180,182],"class_list":["post-1936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clanky","tag-cena","tag-ceny","tag-levnejsi"],"wppr_data":{"cwp_meta_box_check":"No"},"yoast_head":"\nPro\u010d jsou telefony Xiaomi levn\u011bj\u0161\u00ed ne\u017e konkurenti?<\/title>\n<meta name=\"description\" content=\"T\u00edmto \u010dl\u00e1nkem odpov\u00edme na ot\u00e1zku, pro\u010d jsou telefony Xiaomi levn\u011bj\u0161\u00ed ne\u017e konkurenti. 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