Our mission is to make high quality products that touch people’s hearts with accessible and honest prices, and to empower everyone to enjoy technology.
Under the leadership of Lei Jun, Xiaomi was founded in 2010 by a group of accomplished engineers and designers, who believed that high-quality and well-designed technology products and services should be accessible to the world. To achieve this, we are unwavering in our pursuit of advances in innovation, quality, design, user experience and efficiency in an effort to provide the best technology products and services that are accessibly priced to our users.
We have a large and highly engaged global user base with approximately 190 million monthly active MIUI users as of March 2018. We believe that our user base is differentiated by our “Mi Fans,” a large global community of passionate users who are intensely loyal to the Xiaomi brand, are highly engaged on our platform and actively contribute feedback and feature ideas to our product development. As of March 31, 2018, over 1.4 million users had more than five connected Xiaomi products (excluding smartphones and laptops). In addition, our users are very vocal on our MIUI forum, which has over nine million MAUs in March 2018.
Our unique mission, vision and core values have made the following significant achievements possible since our inception in 2010:
Our unique and powerful triathlon business model is comprised of three synergistic pillars of growth – (i) innovative, high quality and well-designed hardware focused on exceptional user experience, (ii) highly efficient new retail to make our products accessible and (iii) engaging internet services.
We offer a broad range of hardware products developed in-house or in collaboration with our ecosystem partners. Innovation, quality, design and user experience are ingrained in all of our products regardless of whether they are developed in-house or in collaboration with our partners.We strive to offer our products at price points that are accessible to the widest user base to enjoy road adoption and high retention. For our core in-house products, we focus on designing and developing a range of cutting-edge hardware products including smartphones, laptops, smart TVs, AI speakers and smart routers.
We curate a wide range of additional products by investing in and managing an ecosystem of over 210 companies, among which more than 90 companies were focused on the development of smart hardware and lifestyle products as of March 31, 2018. We had over 100 million connected devices, excluding smartphones and laptops, as of March 31, 2018. This active and integrated suite of connected technology products enhances the lives of our users and constitutes a proprietary delivery platform for our internet services. We also curate a range of lifestyle products to further drive brand awareness and traffic to our sales points.
Our highly efficient omni-channel new retail distribution platform is a core component of our growth strategy, allowing us to operate efficiently while simultaneously extending our user reach and enhancing our users’ experience. Since our inception, we have focused on direct online sales of our products to maximize efficiency and build a direct digital relationship with users. We were number one in terms of smartphone unit shipments online in both mainland China and India in the fourth quarter of 2017, according to IDC. Since 2015, we have significantly expanded our direct offline retail network, for example, through our self-operated Mi Home stores. Our direct offline retail capability allows us to broaden our reach and provide a richer user experience, while maintaining similar efficiency and the same product prices as our online channels. Our efficient omni-channel sales strategy enables us to provide our products at accessible price points to the largest user base.
We provide internet services to give our users a complete mobile internet experience. In March 2018, we had approximately 190 million MAUs on MIUI, our proprietary operating system built on the Android kernel. MIUI fully embraces the Android ecosystem, including all mobile apps. It functions as an open platform for us to deliver our wide range of internet services, such as content, entertainment, financial services and productivity tools. The connectivity between our devices and the seamless integration between hardware and internet services enable us to provide our users with better user experience. Furthermore, we have a proven track record of developing killer apps. In March 2018, we had 38 apps with more than 10 million MAUs and 18 apps with more than 50 million MAUs, including our Mi App Store, Mi Browser, Mi Music and Mi Video apps. Our users spent an average of approximately 4.5 hours per day on our smartphones in March 2018. Compared to other internet platforms that acquire new users at high costs, we leverage the sale of our hardware to acquire users at a profit.
Our unique and powerful triathlon business model comprises three synergistic pillars that are closely connected. We strive to offer killer products that are high quality, high performance, well designed and honestly priced. These products in turn bring additional traffic to our retail channels. We deliver our products to users at accessible prices through our highly efficient new retail channels such as our e-commerce platforms and our Mi Home stores. With our internet services, we closely engage and interact with users on our platform, thus increasing user stickiness and monetization opportunities.
Lei Jun was part of the founding team of Kingsoft in 1992 and became CEO in 1998. A year later, he founded the IT information service and download website Joyo.com. After Kingsoft successfully completed their IPO, Lei Jun stepped down from his position and became Vice Chairman at Kingsoft. In the early 2000’s, he invested in many successful start-up companies like YY, UC and Vancl as an angel investor, and on April 6, 2010, he founded Xiaomi. In July 2011, he returned to Kingsoft as Chairman of the Board. Lei Jun is currently the Chairman and CEO of Xiaomi.
Lin Bin graduated from Sun Yat-sen University in 1990, where he obtained an Electronic Engineering degree. He received his Master’s Degree in Computer Science at Drexel University in 1992. Soon after, he joined Microsoft, where he worked as Lead Project Engineer, Senior Development Manager of MSRA, and Engineering Director of MSRA. Lin Bin also contributed to the R&D of Microsoft products, including Windows Vista and IE 8. In 2006, he joined Google as the Vice President of the Google China Institute of Engineering and the Engineering Director of Google Global. He was in charge of building and managing Google China’s Mobile Search and the Android App Localization teams.
Wanqiang is the Chief Brand Officer of Xiaomi. He co-founded Xiaomi in 2010 and has previously led MIUI and mi.com e-commerce. A significant contributor to both hardware and software design, he is also the creative mind behind popular internet keywords like “F-code”, “Mi Fan Festival” and more. Wanqiang joined Kingsoft in 2000 and co-founded their UIUX Design Centre. He served in several positions including Kingsoft Dictionary General Manager, Chief UI Designer, Design Center Director, and Internet Content Director. One of the earliest UI and HCI experts in China, he also played key roles in developing well-known software projects like Kingsoft Antivirus, Kingsoft Dictionary and WPS Office.
Hong Feng leads the MIUI division at Xiaomi. He graduated from Shanghai Jiao Tong University where he obtained a computer science & engineering degree. He continued his academic career at Purdue University, where he received a Master’s Degree in Computer Science. From 2001 to 2005 Hong Feng worked at Siebel and then joined Google as Senior Software Engineer in 2006. While at Google Headquarters, Mr. Hong oversaw Google Calendar, Google Maps and Google 3D Street View. From 2006 to 2010, he worked as Senior Product Manager of Google China and led the Google China team to develop a series of localized products like Google Music and Google Pinyin Input.
Liu De leads Xiaomi's industrial design and Ecosystem development programs. He graduated with a Master’s Degree in Industrial Design from Art Center College of Design located in California, USA, where he is one of only 20 Chinese students to receive a diploma during the institution’s 80-year history. He returned to China to establish the Industrial Design Department at Beijing University of Technology, where he served as the department’s dean.
Wang Chuan is the director for Internet TV related products such as Mi TV and Mi Box. He graduated from Beijing University of Technology with a Master’s Degree in Computer Science in 1993. He founded Thunder Stone Technology Ltd. in 1997 and led the company to be the largest audio-visual entertainment equipment supplier in China. In 2010, Wang Chuan founded Beijing Duokan Technology Co., Ltd where he currently serves as the CEO. He also helped co-found Xiaomi and in 2012 joined Xiaomi as a Co-founder and Vice President.
Wang Xiang joined Xiaomi in 2015 and leads global business, intellectual property rights and legal affair teams. He was previously with Qualcomm for 13 years, and has over 20 years of experience in the semiconductor and communications industry. He led business operations as Senior VP and President of Greater China at Qualcomm, helping the company rapidly expand and deepen its relationships in China. He also held senior management positions in sales and marketing at leading companies including Motorola and Lucent/Agere. Wang Xiang graduated from Beijing University of Technology with a Bachelor’s degree in Electronic Engineering.
Qi Yan joined Xiaomi in 2012 and leads platform, internal operations and external public affairs. She has a Masters degree from the Academy of Social Sciences, and an EDP from Peking University’s Guanghua School of Management. She was a China Democratic National Construction Association leader and a principal of the Beijing Jianhua Experimental School. She founded two electronic stores “Silicon Valley Computer City” and “Electronics Computer City” in 1998 and 2003 respectively. In 2004, she joined aigo as CEO.
Shouzi joined the Xiaomi leadership team in 2015 as CFO, leading the Finance, Investment and HR teams. A Singaporean national, he joined DST in 2010 and was actively involved in the firm's investments in Xiaomi, JD.com, Alibaba and Didi, among others. Prior to DST, Chew worked at Goldman Sachs in London. Chew received a BSc in Economics from University College London and a MBA from Harvard Business School.
Having joined Xiaomi in 2013, Shang Jin leads Mi Talk, gaming business integration and is responsible for Xiaomi’s interactive entertainment business. He joined Kingsoft in 1999, contributing to its WPS and gaming areas in both Zhuhai and Beijing locations. In 2002, he became Lei Jun’s technical advisor. Shang Jin left Kingsoft in 2005 and founded several gaming companies such as Changyou, youxigu.com and 70yx.com. In 2010, he was awarded Zhongguancun’s leading talent and was named one of the top 10 most influential leaders of the year.
Zhang Feng joined Xiaomi in September 2016, responsible for the supply chain for Xiaomi’s mobile phone business. In October 2013, Mr. Zhang founded and has since served as the general manager at Jiangsu Zimi Electronic Technology Co., Ltd., which developed power banks for Xiaomi and became one of Xiaomi’s ecosystem partners. He held various positions in the Inventec group between September 1993 and February 2012, including as the director of research and development and the general manager of the group’s Nanjing branch. Mr. Zhang received a bachelor’s degree in radio electronics from Shanghai Technology and Science University on July, 1991.
Manu joined Xiaomi in 2014, and heads Xiaomi’s business in India. Prior to joining Xiaomi, Manu co-founded a leading e-commerce company in India: Jabong.com, and also worked with McKinsey & Company for 5 years. He is an engineering graduate from IIT Delhi, and an MBA from IIM Calcutta, India.
Wang Lingming joined Xiaomi in 2017 and leads sales and service team. Prior to joining Xiaomi, Wang Lingming served in several positions including the board member of T.World and Vice President of K-touch. He has significant experience in supply chain, marketing and retail.
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