{"id":148355,"date":"2016-01-11T10:09:35","date_gmt":"2016-01-11T03:09:35","guid":{"rendered":"http:\/\/blj.co.id\/?p=148355"},"modified":"2016-01-11T10:09:35","modified_gmt":"2016-01-11T03:09:35","slug":"xiaomi-ubah-strategi-saat-hadapi-perlambatan-pertumbuhan","status":"publish","type":"post","link":"https:\/\/www.blj.co.id\/index.php\/2016\/01\/11\/xiaomi-ubah-strategi-saat-hadapi-perlambatan-pertumbuhan\/","title":{"rendered":"Xiaomi Ubah Strategi Saat Hadapi Perlambatan Pertumbuhan"},"content":{"rendered":"<p style=\"text-align: justify;\">(Business Lounge Journal &#8211; Global News) <span id=\"result_box\" class=\"\" lang=\"id\"><span title=\"BEIJING\u2014In January 2015, Xiaomi Corp. founder Lei Jun announced to his staff in an open letter that the Chinese smartphone maker was the world's most valuable technology startup.\n\n\">Pada bulan Januari 2015, pendiri Xiaomi Corp Lei Juni mengumumkan kepada stafnya dalam sebuah surat terbuka bahwa pembuat smartphone Tiongkok ini adalah startup teknologi paling berharga di dunia saat ini.<\/p>\n<p><\/span><span title=\"\u201cWe will journey into the constellations, to places where others haven't dreamed of,\u201d he wrote.\n\n\">&#8220;Kami akan ada dalam perjalanan ke gugusan bintang, ke tempat-tempat di mana orang lain tidak bermimpi,&#8221; demikian dituliskan seperti dilansir oleh WSJ.<\/p>\n<p><\/span><span title=\"Living up to those high expectations has been a challenge.\">Xiaomi telah menjadikan target yang cukup tinggi dan bagi perusahaan itu, ini sangat menantang. Pada tahun lalu, <\/span><span title=\"Xiaomi missed its 2015 sales target of 80 million smartphones, according to people familiar with the company, and investors are beginning to question its $46 billion valuation, which was based on yet unrealized plans to generate substantial revenue from Internet services.\n\n\">Xiaomi tidak berhasil mencapai target penjualannya yang mencapai 80 juta penjualan smartphone, demikian seperti dilansir oleh WSJ. Hal ini menjadi salah satu pertanyaan bagi para investor. <\/span><span title=\"Startups such as Xiaomi, which raised vast sums on China's mobile Internet boom, are now facing growing pressure to live up to expectations.\n\n\">Xiaomi memang sedang mengalami tantangan yang sebelumnya telah dirasakan oleh banyak <em>startups<\/em> lainnya. Itulah sebabnya diperlukan kehati-hatian oleh para <em>startup <\/em>bilamana akan melakukan ekspansi, demikian dituliskan WSJ.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span id=\"result_box\" class=\"\" lang=\"id\">Tahun 2014 adalah tahun kegemilangan bagi <span title=\"Xiaomi shot to the top of China's smartphone market in 2014 with the novel idea of selling hardware by gathering a large user base, a business model usually favored by Internet companies, not those selling a physical product.\">Xiaomi yang telah menembak ke puncak pasar smartphone Tiongkok dan mendulang <\/span><span title=\"Sales that year tripled to 61 million smartphones, compared with a year earlier.\">tiga kali lipat penjualan hingga mencapai 61 juta smartphone, dibandingkan dengan tahun sebelumnya. Keberhasilan ini dipengaruhi oleh strategi <\/span><span title=\"Mr. Lei cultivated fan clubs and used \u201cflash sales\u201d to sell smartphones with iPhone-rivaling hardware at a fraction of the price.\">Lei yang membuat kelompok <em>fans <\/em>Xiaomi dan melakukan penjualan langsung ke kelompok-kelompok tersebut. Dengan mencoba meniru hardware iPhone namun dengan harga yang minim, Xiaomi melempar produknya. Dengan<\/span><span title=\"He swallowed thin margins, betting he could later sell services to users.\n\n\"> margin tipis, Xiaomi menjual layanan kepada penggunanya.<\/span> Xiaomi berhasil. Pernah dalam hitungan menit, <span title=\"But Xiaomi's smartphones, which once sold out in minutes in limited batches via online flash sales, are now easily available\u2014a shift that analysts say signals slowing demand.\n\n\">Xiaomi menjual habis smartphone-nya dalam <em>batch<\/em> yang terbatas melalui penjualan online.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span id=\"result_box\" class=\"\" lang=\"id\"><span title=\"But Xiaomi's smartphones, which once sold out in minutes in limited batches via online flash sales, are now easily available\u2014a shift that analysts say signals slowing demand.\n\n\">Tetapi Xiaomi harus menerima keadaan yang ada pada tahun 2015 dan kelihatannya harus memiliki strategi yang berbeda. <\/span><span title=\"A slowdown in China's smartphone market has laid bare Xiaomi's weaknesses.\n\n\">Perlambatan pasar smartphone Tiongkok telah meletakkan melemahkan Xiaomi. Apalagi ketika salah satu rivalnya seperti <span title=\"Xiaomi has lost market share against established competitors with more financial and technological firepower, such as Huawei Technologies Co., which launched a high-end smartphone line and overtook Xiaomi as China's top handset maker in the third quarter 2015, according to research firm Canalys.\n\n\">Huawei Technologies Co yang memiliki keuangan dan teknologi yang lebih, meluncurkan smartphone <em>high-end<\/em> dan mendahului Xiaomi yang berada di puncak sebagai pembuat <em>handset<\/em> Tiongkok pada kuartal ketiga 2015. <\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span id=\"result_box\" class=\"\" lang=\"id\"><span title=\"Huawei, which sold more than 100 million mobile devices last year, is beefing up its marketing in overseas markets in a bid to challenge Apple Inc. and Samsung Electronics Co. , the world's two biggest smartphone makers.\">Pada tahun lalu, Huawei berhasil menjual lebih dari 100 juta perangkat <em>mobile<\/em> tahun lalu. Ini telah menjadi sebuah tantangan pemasaran di luar Tiongkok bagi Apple Inc dan Samsung Electronics Co, dua pembuat smartphone terbesar dunia. Huawei telah mengembangkan teknologi dan membangun citranya selama puluhan tahun, hal ini membuat Xiaomi mengalami kesulitan untuk menyainginya di Tiongkok. Apalagi <span title=\"The lack of its own high-end chip technology also proved to be a competitive disadvantage for Xiaomi in 2015. When early versions of the Qualcomm Inc. 's Snapdragon 810 processor were reported to overheat, it dampened sales of Xiaomi's most expensive handset yet,\">teknologi chip<\/span> Xiaomi dianggap masih kurang <span title=\"The lack of its own high-end chip technology also proved to be a competitive disadvantage for Xiaomi in 2015. When early versions of the Qualcomm Inc. 's Snapdragon 810 processor were reported to overheat, it dampened sales of Xiaomi's most expensive handset yet,\"><em>high-end.<\/em>\u00a0 <\/span><br \/>\n<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span id=\"result_box\" class=\"\" lang=\"id\"><span title=\"\u201cThe competition in China's smartphone market has intensified tremendously this year,\u201d said a Xiaomi spokeswoman, who declined to comment on the company's valuation or say whether it met its 2015 sales target.\">&#8220;Persaingan di pasar smartphone Tiongkok telah menjadi sangat intensif sangat tahun ini,&#8221; ujar juru bicara Xiaomi seperti dilansir oleh WSJ. Namun Xiaomi masih terus bersikap optimis. <\/span><span title=\"She said Xiaomi sales were \u201cwithin expectations\u201d and its flash sales are primarily for new phones when production ramps up.\n\n\"><\/p>\n<p><\/span><span title=\"Xiaomi couldn't fall back on an in-house developed chip to get around the problem, as Huawei and Samsung did.\n\n\">Melambatnya pertumbuhan penjualan Xiaomi di Tiongkok juga diikuti melambatnya <\/span><span title=\"Overseas growth has also been slow for Xiaomi, with the percentage of its smartphones sold overseas in the first nine months of 2015 rising to 8%, compared with 7% in the 2014 calendar year, according to Canalys.\">penjualan di luar Tiongkok dengan persentase smartphone dijual di luar Tiongkok dalam sembilan bulan pertama 2015 naik menjadi 8%, dibandingkan dengan 7% pada tahun kalender 2014 atau hanya meningkat 1%, demikian dilansir WSJ. <\/span><span title=\"It faced tough competition overseas, and found consumers unaccustomed to online phone-buying, said Ms. Peng, the analyst from Canalys.\n\n\"><\/p>\n<p><\/span><span title=\"Xiaomi's thin patent portfolio also became a hurdle as it sought to expand in markets such as India.\">Xiaomi juga berupaya memperluasnya jangkauanya ke India namun hal ini menjadikan sebuah rintangan baru bagi perusahaan. Yaitu ketika\u00a0<\/span><span title=\"A lack of patents led to a court ruling that crimped its access to the crucial India market.\"><span title=\"In December 2014, India's Delhi High Court ordered Xiaomi to stop selling all smartphones not running on Qualcomm chips due to a patent lawsuit filed by Sweden's Ericsson.\">Pengadilan Tinggi Delhi India<\/span> p<\/span><span title=\"In December 2014, India's Delhi High Court ordered Xiaomi to stop selling all smartphones not running on Qualcomm chips due to a patent lawsuit filed by Sweden's Ericsson.\">ada bulan Desember 2014\u00a0 memerintahkan Xiaomi untuk menghentikan penjualan semua smartphone yang tidak menggunakan chip Qualcomm ke India karena gugatan paten yang diajukan oleh Ericsson Swedia. <\/span><span title=\"A year later, the injunction remains, which means Xiaomi can't sell its popular models running chips made by Taiwanese chip maker MediaTek Inc.\n\n\">Setahun kemudian, Xiaomi tetap tidak bisa menjual model-model populer yang menggunakan chip buatan pembuat chip Taiwan MediaTek Inc.<\/p>\n<p><\/span><span title=\"Xiaomi said it sold 3 million smartphones in India from July 2014 through August 2015, and 1 million smartphones there in the third quarter.\">Xiaomi mengatakan menjual 3 juta smartphone di India dari Juli 2014 sampai Agustus 2015, dan 1 juta smartphone ada pada kuartal ketiga. <\/span><span title=\"Its average quarter-over-quarter growth is 45%, it said.\n\n\">Rata-rata pertumbuhan kuartal demi kuartal adalah 45%, demikian dilansir oleh WSJ.<\/p>\n<p><\/span><span title=\"The lack of a diversified customer base is another challenge for Xiaomi.\">Kurangnya basis pelanggan yang terdiversifikasi adalah tantangan lain untuk Xiaomi yaitu bagaimana pengguna Xiaomi di Tiongkok adalah terutama <\/span><span title=\"It remains \u201clocked in a Chinese demographic ghetto of mainly males 18 to 30,\u201d said Peter Fuhrman, chairman of China-focused boutique investment bank China First Capital.\">laki-laki berusia 18 sampai 30 tahun. Selain itu <\/span><span title=\"Xiaomi's focus on low prices has hit its brand image, he said.\n\n\">Xiaomi yang fokus pada harga rendah telah berdampak kurangbaik pada citrannya sendiri.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span id=\"result_box\" class=\"\" lang=\"id\"><span title=\"Xiaomi's average smartphone price fell to $122 in the third quarter from $160 a year earlier, despite China's smartphone sector moving upmarket, according to IDC.\">Harga smartphone rata Xiaomi turun menjadi USD 122 di kuartal ketiga dari USD 160 pada tahun sebelumnya, meskipun sektor smartphone Tiongkok bergerak kelas atas, menurut IDC. <\/span><span title=\"The average price of a smartphone in China rose to $240 from $202.\">Harga rata-rata smartphone di Tiongkok naik menjadi USD 240 dari USD 202. <\/span><span title=\"Huawei\u2019s rose to $209 from $201.\">Huawei naik menjadi USD 209 dari USD 201. <\/span><span title=\"Xiaomi's best-selling model last year was its cheapest, the $76 Redmi 2A, IDC analyst James Yan said.\n\n\">Model terlaris Xiaomi tahun lalu adalah yang termurah, USD 76 Redmi 2A, demikian menurut IDC seperti dilansir oleh WSJ.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span id=\"result_box\" class=\"\" lang=\"id\"><span title=\"Xiaomi's supporters say the outlook is still bright, as it shifts to building an ecosystem of smart home products.\">Namun demikian pendukung Xiaomi mengatakan prospek masih cerah bagi Xiaomi, karena saat ini perusahaan bergeser untuk membangun ekosistem produk rumah pintar. <\/span><span title=\"The company has invested in 56 startups so far, ranging from iconic scooter maker Segway to a manufacturer of air purifiers, essential in China's smog-choked cities.\n\n\">Perusahaan telah menginvestasikan dalam 56 startups sejauh ini, mulai dari pembuat skuter Segway ikon sampai produsen pembersih udara. <\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><em>citra\/VMN\/BL\/Journalist<\/em><br \/>\nEditor: Ruth Berliana<br \/>\nImage : Business Lounge Journal<\/p>\n","protected":false},"excerpt":{"rendered":"<p>(Business Lounge Journal &#8211; Global News) Pada bulan Januari 2015, pendiri Xiaomi Corp Lei Juni mengumumkan kepada stafnya dalam sebuah surat terbuka bahwa pembuat smartphone Tiongkok ini adalah startup teknologi paling berharga di dunia saat ini. &#8220;Kami akan ada dalam perjalanan ke gugusan bintang, ke tempat-tempat di mana orang lain tidak bermimpi,&#8221; demikian dituliskan seperti dilansir oleh WSJ. Xiaomi telah menjadikan target yang cukup tinggi dan bagi perusahaan itu, ini sangat menantang. Pada tahun lalu, Xiaomi tidak berhasil mencapai target [&hellip;]<\/p>\n","protected":false},"author":36,"featured_media":87465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_typography_data":[],"_editorskit_blocks_typography":"","_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1044,120],"tags":[3191],"_links":{"self":[{"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/posts\/148355"}],"collection":[{"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/comments?post=148355"}],"version-history":[{"count":1,"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/posts\/148355\/revisions"}],"predecessor-version":[{"id":148357,"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/posts\/148355\/revisions\/148357"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/media\/87465"}],"wp:attachment":[{"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/media?parent=148355"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/categories?post=148355"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.blj.co.id\/index.php\/wp-json\/wp\/v2\/tags?post=148355"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}