Lei Jun, born in 1969, has passed the year of knowing his destiny. When many entrepreneurs of the same age began to retreat behind the scenes, Lei Jun was still running on the front line. In Lei Jun's bones, there is a spirit of tossing and turning. A few days ago, at the 10th anniversary dinner of Shunwei capital, Lei Jun said, "I seem to have spent the past two years with the 10th anniversary. Last year was the 10th anniversary of Xiaomi. Not long ago, it was the 10th anniversary of me as chairman of Jinshan, and today is the 10th anniversary of Shunwei." Multiple lives have shaped Lei Jun today, and Jinshan, Shunwei and Xiaomi can just represent Lei Jun's three life experiences. His time in Jinshan made Lei Jun the first batch of Internet practitioners in China and an enterprise manager at the same time; Shun Wei represents Lei Jun's identity as an investor. In 2007, Lei Jun, 37, left Jinshan and became a full-time angel investor. Xiaomi is the key word of Lei Jun in the last decade. It witnessed how a layman started from scratch, and then promoted earth shaking changes in the whole Chinese smartphone market. Over the past few years, "mobile phones" × "Aiot" is the core strategy of Xiaomi's development. On the occasion of Xiaomi's tenth anniversary, Lei Jun said "mobile phone" × "Aiot" will be the core strategy of Xiaomi in the next decade. Just when the outside world thought that mobile phones and aiot were the footnotes of Xiaomi's business boundary, "Xiaomi car" was born. Lei Jun said that Xiaomi automobile will be the last major entrepreneurial project in his life. He is willing to bet all his reputation in life and fight for Xiaomi automobile again. The start of the automobile business has doomed Xiaomi's new decade to be extraordinary. At the same time, it also adds another blank filling question to Lei Jun's life answer. Car building and speed up Lei Jun set aside three years for himself from project establishment at the beginning of the year to mass production in 2024. This time, enough, but also very nervous. However, in October this year, Lei Jun revealed at the Xiaomi investor meeting in 2021 that "the progress of Xiaomi's car building is faster than expected". Indeed, since the official announced the creation of the car on March 30, Xiaomi has made repeated actions in the auto business. On September 1, Xiaomi announced that Xiaomi automobile had completed the industrial and commercial registration. The company was called "Xiaomi Automobile Co., Ltd." with a registered capital of 10 billion yuan and Lei Jun as the legal representative. Subsequently, the registration place of Xiaomi automobile concerned by the industry was officially announced, and Beijing Economic and Technological Development Zone became the final winner. On November 27, Xiaomi officially signed the cooperation agreement with the Management Committee of Beijing Economic and Technological Development Zone. It is reported that Xiaomi automobile project will build Xiaomi automobile headquarters base, sales headquarters and R & D headquarters. It will build a complete vehicle factory with an annual output of 300000 vehicles in two phases, of which the production capacity of phase I and phase II are 150000 vehicles respectively. It is expected that the first vehicle will be offline and mass production will be realized in 2024. After the settlement, the Xiaomi automobile project only needs to break ground. Before the completion of the plant construction, Xiaomi still has a lot of preparatory work to do. It is understood that in the five months from Xiaomi's announcement to the official registration of the company, Xiaomi automobile team has conducted a large number of user research and industrial chain investigation, conducted more than 2000 research interviews, visited and deeply communicated with more than 10 peers and dozens of industrial partners in the industry. At the same time, promoting the product definition and team building of cars is also the core work of Xiaomi. In July this year, Lei Jun widely posted hero posts for the automatic driving Department of Xiaomi automobile through microblog; In August, Wang Xiang, President of Xiaomi, revealed that Xiaomi had received more than 20000 resumes since it started building cars. After careful selection, it has formed a team of about 300 people. In November, Xiaomi disclosed in its Q3 financial report that Xiaomi's auto business team had more than 500 members. For any business, people are the key factor to determine its success or failure. In order to focus more on building cars, Lei Jun is also devoting more energy to the automobile business. Since October this year, Lei Jun has successively withdrawn from the management positions of several Xiaomi affiliated companies. In this regard, Wang Hua, general manager of Xiaomi public relations department, responded on his microblog on December 14 that this is a normal change. "President Lei's energy this year is mainly focused on matters related to car making. Executives can share some related work and responsibilities. This is not only a gesture, but also an action." In addition to Lei Jun, Li Xiaoshuang, general manager of Xiaomi group's power department, has also been appointed Vice President of Xiaomi automobile, responsible for products, supply chain and market related work. In addition, the 21st Century Business Herald reporter learned from informed sources that in a personnel adjustment in early December, Xiaomi announced that ye hangjun would no longer concurrently serve as the chairman of the group's Technical Committee and focus on the automotive business. He is mainly responsible for Xiaomi's auto driving team. In terms of product definition of automobile, in addition to relying on its own team, Xiaomi automobile is also accelerating the progress of technology R & D through investment and M & A. In August this year, Xiaomi announced that it had wholly acquired deepmotion technology, an automatic driving technology company, with a total transaction of about US $77.37 million. According to the data, Shendong technology is an automatic driving technology company, focusing on providing algorithms for sensing, positioning, planning and control of advanced driving assistance systems, as well as a full set of software solutions for automatic driving applications. For the acquisition, Wang Xiang told the 21st Century Business Herald that driverless technology is the most important core of intelligent electric vehicles, and Xiaomi is also determined to participate in depth. The acquisition of Shenzhen mobile technology is hoping to shorten the time of millet self driving car listing. In addition, for the smart car industry chain, Xiaomi also continued to sell and participated in a number of related companies. In the sharing at the beginning of the year, Lei Jun admitted that he hesitated before deciding to build a car, but after making a choice, he was indomitable. The investment plan of 10 billion US dollars in the next 10 years and the decision to build a wholly-owned car are the foundation for Xiaomi to build a car and Lei Jun's determination. In fact, the outside world is also full of expectations for Xiaomi. An analyst at Ping An Securities believes that the new forces of the first round of car making have cut in from electrification, and some enterprises have won in stages. The second round of new forces will focus on intelligence and raise barriers. The entry of enterprises with hardware and software integration capabilities represented by apple and Xiaomi into the automotive field will open the second round of new forces of intelligence. Mobile business rush Although the automobile business has opened the imagination limit for Xiaomi, it will be at least three years later. At present, the mobile phone business is still Xiaomi's basic disk. In August this year, Lei Jun put forward a goal in his annual speech, that is, Xiaomi mobile phone will win the first place in the world within three years. Lei Jun mentioned this goal as early as 2014. That year, Xiaomi had just made a mobile phone for three years and achieved the first in China and the third in the world. At the first World Internet Conference, when Lei Jun was asked what Xiaomi's long-term strategy was, he blurted out, "Xiaomi will become the first in the world in 5-10 years". At that time, Bruce Seville, senior vice president of Apple sitting next to Lei Jun, then said, "it's easy to say, it's much more difficult to do". His words caused a lot of laughter and embarrassment. Originally, according to Xiaomi's market share in 2014, it was not impossible to hit the first in the world in five years. However, in 2016, due to supply chain problems, the sales of Xiaomi mobile phones fell sharply. This makes Xiaomi not only not move forward towards the first in the world, but fall into a time of life and death. Later, Lei Jun personally took over Xiaomi's mobile phone department, successfully led Xiaomi out of the trough, and mobile phone sales returned to the top three in the world. In 2021, seven years have passed since Lei Jun proposed to "become the first in the world in 5-10 years". If Lei Jun wants to fulfill his original goal, the remaining time is just three years. Can Lei Jun achieve this goal this time? At least this year, Xiaomi is showing its best state in history, only one step away from the first in the world. According to canalys, in the second quarter of this year, Xiaomi's share in the global smartphone market reached 17%, surpassing apple to become the second in the world. For the future growth space, Wang Xiang told the 21st Century Business Herald reporter that the mobile phone market can still see very large growth space, especially in some overseas markets, there are great growth opportunities. However, an industry source said that if Xiaomi wants to impact the first in the world, it will not be realized so easily. Apple in the high-end market, OV in the middle and low-end market and glory are all powerful competitors of Xiaomi. According to Xiaomi's Q3 financial report this year, Xiaomi's smartphone shipment decreased by 5.8% to 43.9 million units from 46.6 million units in the same period last year, and the global shipment ranking fell to third. In this regard, a Xiaomi person told the 21st Century Business Herald that the third quarter was originally the off-season of Xiaomi mobile phone sales because there was no big promotion and there were not many new product releases. In fact, due to the problem of new product release cycle, different manufacturers in the mobile phone industry do have different low and peak sales seasons. For Xiaomi, Q1 and Q2 are often their peak sales seasons. Therefore, although the sales volume declined in the third quarter, the global mobile phone shipment of Xiaomi reached 146 million units in the first three quarters, which is basically equivalent to the level of last year. Therefore, whether the market share of Xiaomi mobile phone can be further improved can be observed in the first quarter of next year. But next, it would be more appropriate for Lu Weibing to answer the question of how Xiaomi mobile phone should impact the first in the world. At present, Lu Weibing is a partner of Xiaomi group, senior vice president, President of China, President of international department and general manager of redmi brand. With Lei Jun turning more energy to automobile business, Lu Weibing will also become the helmsman of the road to the top of Xiaomi mobile phone. In this year's sharing with investors, Lu Weibing proposed that China's smartphone market has entered the stock competition stage. Xiaomi mobile phone mainly faces three tasks in the Chinese market: first, from a narrow crowd to a whole crowd, second, from e-commerce to Omni channel operation, and third, to realize the high-end of the brand. Correspondingly, Xiaomi is building more new product series such as civi and game series to cover more people; Through the exploration of the new retail model, we have opened more than 10000 Xiaomi homes and launched offline channels; And explore the playing method of the high-end market through the pressure test of high-end products. In the international market, whether facing the overseas to B market or to C market, Xiaomi mobile phone has formulated different playing methods and achieved good results. According to the Q3 financial report, Xiaomi mobile phone has ranked first in the market share of 11 countries and regions in the world and the top five in 59 countries and regions in the world. In Lu Weibing's view, as long as Xiaomi is given more time, Xiaomi can obtain more market share in more overseas markets, including brand highlands such as Britain and Japan, and markets with very low proportion of e-commerce in Southeast Asia, the Middle East and Africa. For Xiaomi, both mobile phone business and automobile business have set a three-year agreement. However, the road to the top of the mobile phone is blocked and long, and the road to mass production of cars is full of unknown. Lei Jun is full of confidence whether Xiaomi can create new brilliance, but the answer should be given by time. (Xinhua News Agency)