全世界所有的手机厂商只有苹果和三星是赚钱的,其中苹果就占到全球利润的73%。所以按理讲,手机并不是一个好生意。但是今年,有人出2亿多美金,换取小米5%的股权,估值达40亿美金。小米居然成了全世界第3个赚钱的手机公司。普遍分析,小米的成功模式主要有三条:第一,零费用的营销成本;第二,零费用的渠道成本;第三,零库存的预购模式。我重点分析第一条。我之前在搜狐工作的时候,包括做酷6网时,手机厂商一直是我最大的客户。一般来说,他们每年的广告费用都在5—10亿元,比如诺基亚、摩托罗拉等成熟品牌,每年都要花 Only Apple and Samsung are profitable for all mobile phone manufacturers in the world, of which Apple accounts for 73% of global profits. So theoretically speaking, the phone is not a good business. But this year, somebody out of more than 200 million US dollars, in exchange for a 5% stake in millet, valued at 4 billion US dollars. Xiaomi actually became the world’s third mobile phone company to make money. Generally speaking, millet has three successful models: first, the marketing cost of zero expenses; second, the channel cost of zero expenses; and third, the pre-purchase model of zero inventory. I focus on the first analysis. When I was working in Sohu, including doing cool 6 network, the mobile phone manufacturer has always been my biggest customer. In general, their annual advertising costs are 5-10 billion yuan, such as Nokia, Motorola and other mature brands every year to spend