MIUI ECONOMICS
企二乙 宋婕瑜 查穎
Outline
Introduction
Organization
Price&Product
Marketing
Introduction
 MIUI
was established in 2010
 Produce
 Goal:
 In
products by the Internet
“Let everyone enjoy technology.”
2014, MIUI became no.1 in china and
no.5 in the world.
Introduction
Sales of MIUI Phone grew up very fast.
Organization
 Reason
for Vertical Integration:
 Solve disperse sale’s problem
 Software didn't’t fit well with the hardware
Unfriendly experience for the consumer
 They started from software (MIUI) then went to
cellphone production

 Outstanding
financing result incentivizes the
vertical integration
Organization

Vertical Integration＝鐵三角
Software
Hardware
Internet
MIUI
Mi phone (小
米機)
Mi Talk (米聊）
Price&Product
 Pricing
 Target
strategy
audience: average income consumer
 Demand:

elastic
Low price= increase on sales
TAKE MIUI PHONE M1 FOR INSTANCE
1999
Price&Product
Menu of MIUI products
Categories
Ex
Mobile phone
Redmi , mi4
Pad
Miui pad
TV
Miui TV
Charger
Power Bank
Headphones
In-ear
Software
MIUi
Others
Wireless router, miui watch
Price&Product
 Economic
of scope
 Many products to choose from
Demand: more elastic
(many kinds of products increase the
elasticity)

Marketing
Marketing
 COUPON
 Cut
wholesale price
 With
coupons, prevent retailers from getting
part of price cut