财富FORTUNE·2025-06-03 12:16Core Viewpoint - The relationship between Midea Group and Xiaomi has shifted from collaboration to competition, marked by Midea's complete divestment of Xiaomi shares worth 1.8 billion yuan in 2024, ending a partnership that began in 2014 [1][2]. Group 1: Strategic Shifts - Midea's Chairman Fang Hongbo stated that entering the home appliance industry now means losing strategically, emphasizing that Midea does not fear Xiaomi's entry [1][3]. - Midea has been gradually reducing its stake in Xiaomi since 2020, coinciding with Xiaomi's rapid growth in the home appliance sector, particularly in air conditioning, which saw over 6.8 million units shipped in 2024, a growth rate exceeding 50% [2][3]. - Xiaomi's strategy includes launching high-end products like the "Mijia Central Air Conditioning Pro," which integrates various smart home devices, enhancing customer retention and increasing average transaction value [2][4]. Group 2: Market Dynamics - Xiaomi's competitive pricing strategy has allowed it to capture market share quickly, with its air conditioning products priced significantly lower than those of Midea and Gree [2][4]. - Midea's response to Xiaomi's market encroachment includes a dual strategy of focusing on both high-end and entry-level products to defend its market position [3][4]. Group 3: Competitive Advantages - Midea's strength lies in its comprehensive supply chain, global presence, and diversified business model, with over 40% of its revenue coming from international markets [4]. - In contrast, Xiaomi's advantages stem from its ecosystem and internet-driven marketing strategies, which have proven effective in driving sales of its home appliances [4][5]. Group 4: Challenges Ahead - Xiaomi faces significant challenges in establishing a robust offline service network, with plans to build 400 large stores by 2025, which still falls short compared to Midea's extensive distribution network [5]. - Analysts highlight Xiaomi's reliance on external suppliers for key components, which may hinder its long-term competitiveness in the home appliance market [5].