下载文档原格式
小米财务分析英文Financial analysis of Xiaomi1、Company profileFounded in April 2010 in Beijing, xiaomi is a company with an engineering-led culture. It always focuses on technological innovation, quality, design, user experience and efficiency of products and services, and is committed to making science and technology fun for the whole world at a cost-effective price. Millet founded in that year released a beautiful MIUI system, the first handset released the following year, successful have to use the Internet marketing methods and fans culture broke the pattern of domestic mobile phone market, became the mainland market in 2014 smartphone shipments ranked first, and become the world's third largest after apple, samsung smartphone makers. In addition to the continuous expansion in the field of smart phones, 2013In 2011, xiaomi began to focus on the layout of the Internet of things ecological chain system, and took the lead in launching the mi bracelet and air purifier products. It is expected to enter into hundreds of segments through hundreds of ecological chain enterprises invested in the next five years, so as to form a huge fleet of intelligent hardware led by xiaomi. In 2015, the monthly active users of MIUI system exceeded 100 million, and xiaomi gradually launched a series of extensive Internet application services through the MIUI platform. In the same year, xiaomi started the offline retail of xiaomi home to provide users with better user experience.In 2016, xiaomi experienced a low point in the smartphone market and encountered a bottleneck in its research anddevelopment. However, in 2017, xiaomi's ecological chain layout has achieved initial results and become the world's largest consumer IoT platform, which has also driven the common development of the smartphone field, making its business revenue over 100 billion yuan. On July 9, 2018, xiaomi group was officially listed on the main board of the Hong Kong stock exchange (hkex) as the first listed company with "different rights to the same shares". Xiaomi's market performance in 2018 is still impressive, with smartphone shipments exceeding 100 million ahead of schedule and smart IoT consumer goods continuing to gain momentum.2、Profitability analysisAccording to the financial information of xiaomi from 2016 to 2018, multiple indicators reflecting the profitability of xiaomi are analyzed. The specific results are as follows:Combined with the above growth rate indicators, it is found that the gross profit rate and net profit rate of xiaomi are in a state of constant fluctuation. As xiaomi's smartphone market cooled at the end of 2016 and its revenue growth was not obvious, its net interest rate was negative in2017. The market gross profit of millet has been growing steadily in the past three years, and the gross profit rate has been increasing steadily. To sum up, with the increase of the scale of xiaomi, the asset turnover rate has declined, but the overall profitability of xiaomi is constantly improving.3、Operational capacity analysisFrom the perspective of assets, xiaomi's current assets accounted for 63.75%, 60.35%, 68% and 67% from 2015 to 2018, and its cash reserves accounted for a large proportion. The ratio of accounts receivable to inventory is very low, among which accounts receivable remain around 5% all year round, while the proportion of inventory also dropped from 22% in 2015 to 15% in 2018. Secondly, from the perspective of production, xiaomi does not have its own proprietary factories, and the final products are all outsourced to ODM/OEM for OEM production. Therefore, the factory is the service supplier of xiaomi, and it checks the production process, raw material quality and logistics service of xiaomi products. However, it involves some core components and components with relatively high prices. Xiaomi usually purchases and distributes them to the OEM by itself, thus forming an efficient and unique supply chain through special operation forms.Table of xiaomi asset turnover from 2016 to 2018Xiaomi's average inventory turnover is 49.6 days, a turnover rate unmatched by most of its peers. It has surpassed fast-moving consumer goods brand H&M and is on a par with global department storesMar. Xiaomi's hunger marketing is closely tied to the zero inventory model. First of all, through the pre-sale mode, xiaomi can order production by sales and notify the inventory management department of the enterprise through Internet technology, so that the enterprise can obtain accurate order data, so as to scientifically arrange production tasks and adjust the production pace of the enterprise, so as to ensure the maximization of the overall efficiency of the supply chain system. Secondly, xiaomi enterprise opens up channel level inventory. For OEM manufacturers to produce qualified products, the enterprise can use the OEM warehouse for inventory turnover and deliver the pre-sold products. Through the information management means, xiaomi enterprise realizes theinternetization and transparency of enterprise management, ensures the accurate connection between enterprise inventory management and transportation management system, and ensures the internetization and dynamic of inventory management, which controls the turnover cost of the enterprise to a large extent and improves the overall operating efficiency of the enterprise.4、Solvency analysisSolvency refers to the ability of a company to repay its debts on time. The higher an enterprise's solvency is, the higher its market valuation will be and the less difficult it will be to raise operating funds. On the contrary, if an enterprise's debt paying ability is defective, it will affect investors' investment determination and investment intensity. It will not only seriouslyaffect the market reputation of the enterprise and increase the difficulty of financing, but also lead to the poor financial indicators and pressure on the market value of the enterprise.From the analysis of short-term solvency, the enterprise's short-term solvency can be comprehensively measured and evaluated by the current ratio advancement and quick ratio, and the current ratio also rises to 1.71,which is relatively optimistic. However, although the quick ratio of xiaomi has been floating slightly in recent years, it has been floating around 1.0 and is in a relatively stable state, which means that the short-term solvency of xiaomi is relatively weak. From the analysis of long-term solvency, the asset-liability ratio of xiaomi was 241.55% in 2017 and 50.93% in 2018, which is reasonable compared with the data of other comparable companies. However, it still means that the long-term solvency of xiaomi is not particularly strong at the present stage. Therefore, from the perspective of solvency, solvency increases the financial risk of xiaomi company to some extent.5、Development capability analysisBy analyzing the operating income and gross profit of Xiaomi Technology from 2016 to 2018, it can be seen that its operating index has been growing rapidly in recent years, and the expansion strategy adopted by the enterprise has also been effective. In 2016, its operating revenue was only 68.434 billion yuan, and in 2018, it grew rapidly to 174.915 billion yuan, indicating its strong development and growth capacity.6、Conclusions and recommendationsBy analyzing the financial indicators of Xiaomi in recent years, we find that Xiaomi has a good development trend. But some improvements are needed.On the one hand, it is necessary to construct a more comprehensive and flexible mechanism for each link of financial risk control, so as to prevent and control financial risk management rationally. For example, the establishment of financial risk early warning system, through the development of a unified and complete risk early warning standard system, can search for financial risk-related management information, standardize the financial risk evaluation standard of Xiaomi, so as to reasonably regulate early warning financial risk.On the other hand, the assessment mechanism of financial risk management should be done well and the assessment system of financial risk management should be strictly implemented to ensure that the financial risk management can be carried out in a more standardized and orderly manner. On the other hand, a mutually unified financial risk control mechanism should be established to make a unified standard for the content of financial risk control of the parent company and subsidiaries. On the other hand, the responsibility scope of the financial risk management department should also be clarified,specific to individuals and every detail. At the same time, we should have the courage to explore and innovate financial risk control activities, strengthen capital investment in financial risk analysis and control, and cultivate andintroduce new financial risk management talents, so as to reduce the negative effects of operational strategies on financial risk analysis and control.。
The Rise of Xiaomi: A TechnologicalRevolution in the MakingIn the fast-paced world of technology, few companies have captured the imagination of consumers and industry experts alike as Xiaomi has. Founded in 2010 by Lei Jun, a serial entrepreneur with a vision for affordable yet innovative technology, Xiaomi has quickly emerged as a global leader in the electronics industry, offering a range of products from smartphones and wearables to home appliances and IoT devices.What sets Xiaomi apart is its unique business model, which relies heavily on online sales, social media marketing, and a community-driven approach to product development. This model allows Xiaomi to keep costs low while maintaining a high level of product quality and innovation. As a result, the company has been able to offer products that are not only competitive in terms of specifications but also significantly cheaper than its competitors.Xiaomi's smartphones, in particular, have been a runaway success. The company's flagship models, such as theMi and Redmi series, offer top-tier specifications and features that are typically found in much more expensive phones. This aggressive pricing strategy, coupled with a focus on user experience and continuous software updates, has made Xiaomi a household name in many markets around the world.Beyond smartphones, Xiaomi has also expanded its product line to include a wide range of consumer electronics. From fitness trackers and smartwatches to air purifiers and smart home devices, Xiaomi has leveraged its supply chain expertise and technology know-how to offer high-quality products at unbeatable prices. This strategy has paid off handsomely, as Xiaomi has become a leading player in the global IoT market.Xiaomi's success can also be attributed to its strong focus on innovation. The company has always been at the forefront of technology trends, whether it's introducing new features in its smartphones or developing cutting-edge IoT devices. Xiaomi's investment in research and development has paid off, as its products are now recognized for their innovation and reliability.Moreover, Xiaomi's commitment to sustainability and environmental protection is commendable. The company has implemented several green initiatives in its manufacturing processes and product design, aiming to reduce its carbon footprint and waste generation. This focus onsustainability has not only helped Xiaomi win over eco-conscious consumers but has also positioned it as a leader in the green technology movement.In conclusion, Xiaomi's rise to the top of the technology industry is a testament to the power of innovation, aggressive pricing strategies, and a focus on consumer needs. The company's unique business model and commitment to sustainability have set it on a path of rapid growth and expansion. As Xiaomi continues to innovate and expand its product line, it remains to be seen what new heights it will reach in the world of technology.**小米的崛起：正在形成的科技革命**在科技行业的快速发展中，很少有公司能像小米那样吸引消费者和行业专家的关注。
The marketing of millet phoneChapter I The background of millet Technology CompanyThe millet Company was formally established in April 2010, is an independent research and development to focus on high-end smart phone mobile Internet company. Millet phone, MIUI, m chat millet company's three core businesses. Fever born millet product concept. Millet company pioneered the development of mobile phone operating system with the Internet model, 600,000 enthusiasts to participate in the development and improvement mode.Millet Technology (full name is millet technology limited liability company) set up by the former companies such as Google, Microsoft, Jinshan top players, is a focus on iphone, android, and a new generation of smart phone software development company hot mobile Internet business operations. Officially launched in April 2010, has to obtain the renowned Ambassador investors and venture capital Morningside, the Qiming huge investment. The end of 2010, mobile phone real name Community meters chat launched within six months, registered users exceeded 300 million. In addition, millet company also introduced the CM-based custom mobile operating system MIUI Android dual-core mobile phone millet phone. M chat, miui, millet phone is the the millet technology of three core products.The millet logo is the shape of "MI", is short for Mobile Internet, on behalf of millet is a mobile Internet company. Millet LOGO upside down is a heart word, the means of millet is to let millet user save heart. Millet Pinyin is mi, First Mobile Internet, the millet to do mobile Internet company; Second Mission Impossible, the millet to complete the task can not be completed; course, Lei Jun millet and rifles to conquer the world with his millet team.Chapter II millet phone marketing strategy2.1 millet mobile phone marketing objectivesAugust 16, 2011, when the millet Technology CEO Lei Jun appeared on the stage of the 798 Art District, Beijing Clubhouse, the presence of rice shouted "Lei Busi" name, this is no doubt that, in the minds of rice flour and look forward to forward Leijun Cheng as the next Steve Jobs, millet hope Apple phone. TechCrunch Disrupt conference held in Beijing on November 1, 2011, the millet Technology CEO Lei Jun said, the the millet technology goal is to become a "world-class" mobile Internet company and successfully broke into the top 500 list of "the rich" Apple iPhone redefined the smart phone and other smart phone products in the past five years, could not keep up with the iPhone for the same reason I launched millet phone. "2.2 millet mobile product strategyProduct strategy companies develop business strategies, we must first clear what products and services to meet the demands of consumers, that is to solve the problem of product strategy. Product strategy is a combination of the core of the marketing 4P, pricing strategy, distribution strategy and promotional strategy based. From the point of view of the socio-economic development, the exchange of products is a necessary prerequisite for the social division of labor, corporate production and social needs of the reunification is achieved through the product, the relationship between the enterprise and the market mainly through the product or service to contact from internal purposes, is the center of the production activities. Therefore, the product strategy is thepillar and cornerstone of corporate marketing activities. In a certain sense, business success and the key to the development lies in the degree of product to meet consumer demand and product strategy is correct or not.2.2.1 millet mobile phone brand strategyAll production and business activities of enterprises around the product, through timely and effective manner to provide products that consumers need to achieve the development goals of the enterprise. Production? Whom to produce products? Production of how many products? This proposition seems Economics is, in fact, is a corporate product strategy that must be answered. Modern concepts define the product, the product is for attention, acquisition, use, or consumption in order to meet certain desires and needs everything to the market (Philip Kotler). With the rapid development of science and technology, social progress, increasingly personalized consumer demand characteristics. Case of convergence in the core functionality of the product, who can be faster, more, better meet the need for integration of the complex interests of consumers, who will be able toWith consumers, market share, and gain a competitive advantage. Famous American management expert Levitt once said: "The new competition is not the products manufactured in the factory, and lies outside the factory packaging products with services, advertising, consulting, financing, delivery or customer that other things of value. "2.2.2 millet phone product packaging strategyMillet phone packaging strategy are as follows: similar packaging strategies. The millet phone's a different type of mobile phone products, a similar pattern on the packaging, the appro ximate color and common characteristics. The strategy will enable consumers to deep impression formed millet mobile phone products, and also reduce the millet phone packaging into wood. Level packaging strategy. Millet phone in the foundation of the original product MI-ONE Plus in May 15, 2012, released a limited edition phones with distinct age characteristics the millet phone youthful version, and according to the level of product quality to take different packaging, youth millet phone packaging boxes printed prominently on the "youth" word. Supporting packaging strategies. Millet phone different types and sizes but interrelated products in the same packaging. For example, millet mobile phones and necessary accessories built-in compact box then the box with the accessories in unified specification box shipments, which is typical supporting packaging. Bundled product packaging strategy. Of millet phone youthful version comes in a box out of print as the main image of college life millet mascot meters rabbit youthful album, to attract consumers to buy.2.2.3 millet mobile phone market positioning strategyMillet phone product attributes targeted at mobile phone enthusiasts, the core selling high configuration and hardware integration. The research and development of products with a "fever" mode of user participation, of course, it can also be understood as a speculation and pre-warm-up boo head, but it really is a brand new product. It is almost tempting to think that a large number of Linux distributions is also based on the Linux kernel development: official added community involvement, the core of this problem is the millet want to please the user through the "mobile phone 2.0".Accurate market positioning and marketing targeting millet 9 Public Offering and repeatedly out of stock registered user special purchase quickly to gain greater market share, according to the official data of the millet technology, millet mobile phone is expected to be reached in the first half of 2012, 300 million in sales throughout the year is expected to achieve 500 million sales, future product operators to seize market opportunities and customer base.2.3 millet prices strategyMillet science and technology co-founder of the Lei Jun wood itself is also a partner of a number of enterprises, including where customers, where customers have a good and complete logistics system, millet Where the customer's logistics and warehousing savings into the wood, but also for millet price strategy to provide a strong guarantee.The pricing strategy is a price to all buyers provisions, is a relatively modern concept. It forms the motivation is the large-scale retail development in the late 19th century. In history, in most cases, the price as a buyer to choose the main determinant of work; recent In years in buyers choose the behavior of non-price factors have relatively become important history. However, the price is still one of the most important factors to decide the company's market share and profitability. Enterprise pricing must be based on the price elasticity of demand, that is to understand the market demand response to price changes. Price changes on demand influence diagram, inelastic and elastic demand, a condition called inelastic demand; impact of price changes on demand is called demand elasticity. Dual-core 1.5GHZ processor, 1GB of RAM, 4GB the fuselage of memory and the selling price of 1,999 yuan, a single from the price side millet phone already have the advantage over other major manufacturers, high cost is undoubtedly millet phone elasticity of demand tremendous impetus.2.3.1 the millet select pricing methodPricing method, specific pricing objectives under the guidance of, based on research into wood, demand and competitive conditions, the use of the theory of pricing decisions on product price calculated. Millet competition oriented pricing: millet technology production conditions, service conditions and price levels and other factors through research competitors in the highly competitive smartphone market, based on their competitive strength, reference into the wood, and the supply and demand situation to determine commodity prices. This pricing method is commonly referred to competition oriented pricing. Competition oriented pricing include: follow the market pricing. Monopolistic competition and perfect competition market structure conditions, any company can not on its own strength in the market to obtain an absolute advantage. Millet out of the rapidly developing market considerations, did not take follow the market pricing, but directly hit the bottom line price brand, the product price is set at a low price of similar products of other manufacturers can not match the short term.Differential pricing method. The millet technology in different marketing e fforts, so the same kind of homogeneity differentiated products to establish a different image in the minds of consumers, and thus, according to its own characteristics, select a price below competitors as the price of millet phone. Millet taken this product differential pricing is also a kind of aggressive pricing.The mantissa pricing. Millet phone uses the price of 1999 yuan, obviously, this is an application of the median pricing. This is a psychological pricing strategy, the current pricing strategy has been businesses a wide range of applications from abroad Carrefour, Wal-Mart to the Hualian, large department stores, from household items to home appliances, cars have adopted the mantissa pricing strategy . Price of 1999 yuan and 2000 yuan a difference of only $ 1, but in customer psychologically that the low price, cheap, morePlus easy to accept.2.4 millet phone promotion strategyMillet phone product promotion party, pre-warm-up time long enough to obtain a sufficiently high degree of concern, which is based on the typical Apple marketing routine, also based on Lei Jun halo effect in the industry. Since August 16, 2011, millet phone can be described as the Internet "outsize." The millet phone news, evaluation and disassemble such reports Shop big cover ground. Y et listed phone, engineering machine spike had quite a sensation, the millet exactly what marketing strategy, so that the audience's gaze turned from Apple millet?The high-profile releases. August 16, 2011, the founder of millet phone - Lei Jun appeal by virtue of its reputation, claiming to be a big fan of Steve Jobs, in Beijing, China convened a the millet phone conference resembles Apple's. So published the domestic mobile phone enterprises, millet phone first. Undeniable, millet mobile phone use of a high-profile publicity conference made the attention of the public media and mobile phone enthusiasts, and for a time became the object of attention of the industry and the majority of users, millet phone, which also do free marketing ads. Engineering machine to begin with it is the first case. The official version of millet phone has not been released, but the first pre-engineering commemorative edition. August 29, 2011, the 31st time, millet phone engineering machine uses large 200 sales to spike in the form of engineering the machine phone than the official version of the 300 yuan discount. This message is one on how to buy millet phone news spread rapidly on the network. , Millet technology engineering machine spike eligibility restrictions, registered users reached more than 100 points to qualify to participate in the spike activity required to August 16, 2011 before the millet Forum, this rule is undoubtedly held view of millet phoneHope the attitude of consumers excluded. The millet technology only to sell products to enthusiasts before had been concerned about the millet phone, customers precision rate is very high, and people kind of want to buy can not buy the mood. Millet phone this rule, so that more people of millet phone full of curiosity, more and more people want to buy, which makes the attention of millet phone on the rise again. Engineering machine first released, millet phone accurately obtain user feedback before the official release, fixes and improvements for engineering machine problem before the official release, and effectively improve the user experience in the use of the official version of the user satisfaction.Unofficial news people guessing. The millet phone engineering machine spike come to an end, there is no access to the activities involved in the qualification rice noodles are ill-prepared to look forward to the scheduled September 5, 2011. The previous network, the news, the official version of millet phone a predetermined limited edition of 10,000 units, not eligible for limitations. Then, there are rumors that need millet Forum has 500 points the rice noodles qualify scheduled as of September 5, 2011. Hope to buy millet phone consumers have to participate in the the millet Forum among the concern about the rapid rise of millet Forum and millet phone.Chapter millet phone marketing strategy and Solutions3.1 marketing channel limitations and problems broughtPhone as a cost-effective, millet phone early in the sales, e-commerce channels online sales. Comprehensive view, the online mode has obvious advantages: online sales can easily reduce into wood to ensure low pricing; online sales to better control inventory, and production of mobile phones into wood is relatively high. Millet as two years, the company has just been established, the funds are insufficient to lay too much line channels, more insufficient inventory control; online sales can easily do social marketing, the the millet main marketing platform is microblogging;online sales conducive to understanding customer demand and so the number of custom control; online sales can make it easier to do hunger marketing, millet Public Offering in the first few hunger marketing is there, but the real cause is millet wood to supply not so much goods, Lei Junli with little grasp of the characteristics of human nature, just yielded to hunger marketing; online sales can make it easier to understand the users and make improvements. Millet with China Unicom and China Telecom formed a strategic partnership to release Unicom and Telecom custom machine, millet no longer use a single official website direct sales channels, to start adding channels telecom operators (China Unicom and China Telecom).References[1] Chuan Eling. The Global 4G mobile communications market trends U] Business Research:Theory .2011 (12); 1314.[2] Philip • Kele Te marketing management! Beijing: China Renmin University Press, 1997.[3] Wu Fei Mei Marketing! Beijing: Foreign Economic and Trade University Press, 2010.[4] Pan Jiutang-millet phone: cross-border changes begin [J] IT managers in the world .2012 (Z[5] Liu Y ong. China Unicom marketing strategy! Nanjing: Nanjing University of Science andTechnology, 2008.[6] workers Chun intestinal, work Haizhong elements of brand strategy: a breakthrough productline extends typical constraints new way U of scientific progress and Countermeasures .2012[7] Wu Jianan, Guo Guoqing, Zhong Yugan Marketing! Beijing: Higher Education Press, 2007.[8] Tan Qinghua Analysis the millet phone development path fJl-IC application .2011 (09).[9] Gan Bi group. Marketing! Hubei: Wuhan University Press, 2004.[10] Zhong Y an were pricing strategies based on consumer psychology instance fields of scienceand is rich .2011 (10) 173 173.[11] work-hui. Millet phone to learn what the Chinese telecommunications industry field .2011 (1[12] Hu Lin. Promotions Analysis U] modern marketing .2011[13] Su Bin how full and enhance the core competitiveness of enterprises U] Chinese businesscommunity: the first half of .2012 (4): 215 215.[14] trillion shear. MIP cloud-based A V system solutions .2011MODERN ANIMAL HUSBANER小米手机的市场营销第一章、小米科技公司简介小米公司正式成立于2010年4月，是一家专注于高端智能手机自主研发的移动互联网公司。
小米公司成功的英文作文英文，Xiaomi's Success。
As a virtual assistant, I am not capable of having a personal opinion, but I can provide you with some information about Xiaomi's success.Xiaomi is a Chinese electronics company that was founded in 2010. It has quickly become one of the largest smartphone manufacturers in the world, overtaking Samsung in China in 2014. Xiaomi's success can be attributed to several factors.Firstly, Xiaomi offers high-quality products at affordable prices. This strategy has enabled Xiaomi to appeal to a wider range of consumers, especially in emerging markets where price sensitivity is high. Xiaomi's smartphones are also known for their sleek designs and user-friendly interfaces, which have helped to build a loyal customer base.Secondly, Xiaomi has a strong online presence. The company sells its products primarily through its website and online retailers, which has allowed it to reduce distribution costs and offer competitive prices. Xiaomi also uses social media and online forums to engage with its customers and gather feedback, which it uses to improve its products.Finally, Xiaomi has a unique business model that relies on a combination of hardware, software, and services. The company offers a range of products, including smartphones, smart home devices, and wearables, all of which are integrated with its MIUI operating system. This ecosystem approach has enabled Xiaomi to create a seamless user experience and build a loyal customer base.Overall, Xiaomi's success can be attributed to its focus on affordability, strong online presence, and unique business model. These factors have enabled Xiaomi to become one of the most successful electronics companies in the world.中文，小米公司的成功。
