雷軍“揭祕”最艱難的選擇，小米立下三年拿全球第一的目標

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"8月10日，小米集團創始人、董事長雷軍舉辦2021年度演講暨小米秋季新品發佈會。先來一場演講、再發布產品的形式算是雷軍的第二次嘗試。去年小米十週年之際，雷軍首次發表"},{"type":"link","attrs":{"href":"https:\/\/www.infoq.cn\/article\/P8VsHZjHB42ZrMZCK4Eq","title":"","type":null},"content":[{"type":"text","text":"主題演講"}]},{"type":"text","text":"《一往無前》，回顧小米創立之初的艱辛，並對小米過去十年的成績做“總結匯報”。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"而這晚，雷軍的演講主題爲《我的夢想，我的選擇》，他分享了自己與小米過去所面臨的一些艱難選擇、所克服的種種困難。發佈會環節，雷軍帶來了小米MIX 4、小米平板 5、智能音箱小米Sound、小米電視大師77 OLED及小米電視6 OLED、仿生四足機器人CyberDog等產品。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此外，雷軍還宣佈了小米的下一個目標：三年時間，拿下全球第一。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"那些艱難的選擇"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"上市"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"關於追夢路上的抉擇，雷軍從小米上市開始講述。談及上市話題，小米麪臨的第一個重大決定是“要不要上市、在哪裏上市、用什麼價錢上市”。但上市首天“破發”的現實讓他感到失望，並一度難受到躲進了港交所的某個雜物間。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"前兩年，中美貿易戰升級，小米股票陷入“跌跌不休”的困局，雷軍等人面臨的重大選擇是：在股價崩盤、跌到讓投資者都絕望的時候，小米自己敢不敢真金白銀買自家的股票。在獲得董事會的支持後，小米以36億港元回購了大量的小米股票。到了2021年1月4日，小米收盤價錄得34港元，終於實現讓IPO投資者賺一倍的承諾，“破發”的陰影終於散去。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"高端化"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"過去幾年，在重重壓力之下，“突破高端”是小米做的最重要決定之一。過去紅米品牌大獲成功的同時，也稀釋了小米品牌的高端價值，大衆對於小米手機貼上了“中低端”標籤。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"小米的高端之路，從小米10開始。當時小米10系列整個產品線投入多達10億元，當時4G升5G原材料大幅度飆升，再加上高昂的研發費用，小米10要想不虧錢一定要滿足兩個條件：首先定價要過4000，接着至少賣200萬臺以上。這對於從沒把旗艦機賣超過3000元的小米來說，是個很大的挑戰。團隊一直在想辦法，比如如何“破圈”、如何影響商務人羣、如何才能顯高端，甚至乎是否要找跑車品牌聯名等等，但最後，小米團隊選擇“相信米粉”，相信只要打磨好產品、把產品做好，就一定賣得出去。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但突如其來的疫情，又打亂了一切。“傾注了我們無數心血的小米10怎麼辦呢？是推遲還是取消發佈？難道我們高端之路的第一仗就這麼輸了嗎？”當時，雷軍每天都開很長時間的電話會，最後關頭才下定決定按原定時間發佈。2020年2月13日，雷軍戴着口罩走向幾乎沒有觀衆的舞臺，開始了"},{"type":"link","attrs":{"href":"https:\/\/www.infoq.cn\/article\/NOa1gNJqHtqI783eh90f","title":"","type":null},"content":[{"type":"text","text":"直播發佈會"}]},{"type":"text","text":"。終於，小米10系列首戰告捷，當初計劃賣出200萬臺，到今天爲止，小米10系列一共賣出577萬臺。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"小米10系列讓內部士氣大漲，大家希望能夠乘勝追擊，當時影像技術算是全行業的“技術制高點”，小米相機部負責人朱丹提出將相機的傳感器直接整手機上的想法，希望拿到全球影像技術的第一名。但這個想法是很“誇張”的，內部對此的爭論非常激烈，認爲“這樣做出來的手機會不會像相機一樣厚？這麼厚的手機能賣得出去嗎？”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"經過反覆討論後小米還是下定決定做一款主攻相機的手機，於是有了小米 11 Ultra，最終斬獲DXOMARK全球總分第一名，並霸榜122天。產品首發預定的情況也遠超預期。但後來又遇挫折，雷軍稱Ultra產品非常複雜，有些細節沒有達到用戶的預期，“被用戶罵慘了”，隨後小米成立了一個專門的團隊繼續打磨產品近四個月。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“小米的高端之路其實現在纔剛剛開始，我們會不惜代價地持續投入。”雷軍表示，始終堅信只要相信米粉，依靠米粉，小米的高端之路就一定會成功。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"遭美國政府打壓"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"意外永遠在等着小米，今年年初，小米遭遇“飛來橫禍”。1月15號美國把小米列入DoD清單，即美國國防部認可的“中國軍方擁有或控制的中國企業清單”，小米市值應聲狂跌。小米先是發佈公告澄清，隨後聯繫美國國防部，但並未得到迴應。這時候只剩兩個選擇，要麼就此認了，要麼起訴美國政府，內部對此產生了很大的意見分歧，萬一起訴失敗，會不會招致打擊報復？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"但小米還是決定捍衛自己的名聲和權益，這個決定雖艱難，但事實證明是正確的，最終小米亦贏下了這場訴訟。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"情義兩難？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在講述了數個關於公司的艱難決定之後，雷軍還提及關於他個人的艱難選擇——重掌金山。雷軍的另一種身份是金山集團的董事長，而這個身份始於2011年，那會小米剛起步，第一款手機發布在即，恰逢金山的兩位老闆張旋龍、求伯君來找雷軍，希望他回去幫金山度過危機。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"於是雷軍陷入了痛苦無比的兩難抉擇，一邊是對金山的多年情義，另一邊理智告訴自己不要感情用事，小米只有全力以赴才能幹好。後來是小米幾位聯合創始人忍不住勸雷軍，與其這麼痛苦，不如直接接了金山，天大的事情大家一起扛。也正是在他們的支持下，雷軍決定接任金山的董事長。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"今年，是金山集團創辦的33週年，也是雷軍接任董事長十週年。回首過去，雷軍一個特別大的感觸是“情義無價”，他說，“過去十年裏，無論是對待用戶、對待員工還是對待合作伙伴，我們始終如此。”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"展望未來，雷軍宣佈了小米的一個目標：在三年時間內，拿下全球第一。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"雷軍說，小米創業11年來，他擔心過失敗，擔心過自己的能力能不能跟上公司的發展，也擔心過體力和精力，但是每當遭遇巨大危機的時候，他都會毫不猶豫地挺身而出。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“我不是天才，也不是什麼勞模，更不是什麼戰神，我只是一個普通的工程師，追求夢想，做自己熱愛的事業”。最後，雷軍用以上幾句話結束了這次演講。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"新品發佈"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"主題演講過後，發佈會的下半場進入新品發佈環節，小米相繼發佈了小米MIX4、小米平板5以及音箱等多款新品。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"小米MIX 4"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"雖然在幾個月前小米剛剛發佈了自己的首款摺疊屏幕屏手機MIX Fold，但這次發佈的小米MIX 4纔算得是MIX正代系列睽違近三年後的迴歸。而這次MIX系列的更新，也將是小米進一步衝擊高端市場的重要作品。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/a5\/a51e282ab38d04d8115562a6efeafa8b.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"小米MIX 4搭載CUP全面屏，支持Camera Under Panel屏下攝像頭技術。據介紹，小米CUP全面屏項目於2018年底立項，小米屏幕顯示觸控部100多位工程師參與研發，研發投入超過5億。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其他配置方面，小米MIX 4搭載高通驍龍888+處理器，電池容量爲4500mAh，支持120W有線秒充以及50W無線秒充。後置相機採用三攝方案，配備一個一億像素主攝，一個50倍潛望式長焦鏡頭和一個1300萬像素自由曲面超廣角鏡頭。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"MIX 4擁有陶瓷白、陶瓷黑和影青灰三種配色。售價上，8+128GB 版本售價4999元，8+256GB版本售價5299元，12+256GB版本售價5799元，12+512GB版本售價6299元。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"智能音箱小米Sound"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"同樣挑戰高端市場的還有音箱新品小米Sound，小米在這款音箱上首次應用了計算音頻技術，能基於每秒 330 次的動態計算實現動態調音。此外，小米 Sound 內建有 2.25 英寸的釹鐵硼雙磁路全頻單元，配有 54x44mm 的雙懸掛無源輻射器，能達到最高 90dB 聲壓。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"小米 Sound 支持藍牙 5.2，在同一 Wi-Fi 下可多臺組合全屋播放。它也具備家庭傳聲的功能，可以在小米 Sound 音箱或是小米手機、電視之間實現語音對講。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"此外，小米 Sound 具備HARMAN殿堂級調音和Hi-Res Audio高解析認證，也支持uwb技術，可實現手機、電腦等設備之間的傳聲。小米 Sound 的定價爲499元。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/f8\/f8729efe89bdf8cea95df41cec07f9ef.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"小米平板 5"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"平板是小米久未更新的產品線，上一次小米平板4的發佈還是在2018年。本次小米平板5帶來兩款機型，分別爲小米平板5、小米平板5 Pro（Pro 5G）。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"小米平板 5 和 5 Pro 分別搭載了高通驍龍 860 和 870 處理器。影像方面，小米平板5搭載1300萬像素後攝、Pro版升級爲1300萬像素+500萬像素景深鏡頭組合，5G版則更近一步，搭載5000萬像素主攝+500萬景深鏡頭，前置爲800萬像素鏡頭，支持人臉解鎖功能。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"續航方面，小米平板5\/Pro分別內置8720mAh電池、8600mAh電池，前者爲33W快充，後者爲67W極速有線秒充。存儲規格上，小米平板5\/Pro提供6GB+128GB、6GB+256GB版，小米平板5 Pro 5G提供8GB+256GB版。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"售價方面，小米平板5只有Wi-Fi版，其6GB+128GB售價1999元、6GB+256GB售價2299元；小米平板5 Pro的Wi-Fi版方面，6GB+128GB售價2499元，6GB+256GB售價2799元，Pro 款多推的8GB+256GB 5G 版，則是售價3499元。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據瞭解，目前小米平板5已適配超300款應用，雷軍表示年底至少適配2000個應用。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"小米電視"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"當晚，小米有了“年輕人的第一臺OLED電視”。小米正式發佈了小米電視大師77”OLED與小米電視6 OLED。兩款電視均擁有輕薄機身，最薄處分別只有 8.2mm 和 4.6mm。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其中，小米電視大師77”OLED瞄準高端市場，搭載了最新一代的 V21 面板，聲稱能帶來更好的亮度、穩定性和靜態對比度表現。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"售價方面，小米電視大師 77” OLED 的價格是 19999 元，首發價優惠 3000 元。而 55 寸和 65 寸的小米電視 6 分別售價 5699 和 6999 元，前者有 700 元的首發優惠。"}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"機器人“鐵蛋”"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"發佈諸多新品之餘，小米揭露了一個小米工程師在研的概念項目：仿生四足機器人。該機器人名爲CyberDog，中文名鐵蛋。鐵蛋的外型讓人很容易聯想到 Boston Dynamics 的 Spot 機器狗。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/2b\/2b1529a4e68eaac854b0f7c768d752ed.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"據介紹，CyberDog仿生四足機器搭載高精度環境感知系統，全身11個高精度傳感器向AI大腦實時傳輸信息，可以感知圖像、光線、距離、速度、聲音等環境信息，還原更真實的生物反應。目前該產品一共做了1000臺，其中700臺邀請小米社區發燒友共創，定價9999元。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"同時，雷軍還宣佈了小米成立機器人研究實驗室，並正在計劃籌建機器人開源社區，未來將會在機器人開源社區逐步開放在仿生機器人領域的所有研究成果。"}]}]}