撰文：李星
9月28日，小米在Mall Kota Kasablanka与Mall Ciputra Jakarta开设了由小米印度尼西亚直接管理的直营店。店内汇集了超过200款最新的AIoT产品，从智能家居设备到生活配件，消费者可以在这里亲身体验到小米产品的便捷与智能。
这是小米首次亲自下场，在印尼开设自己的直营店，这也意味着小米未来将会对这个拥有超2亿人口的市场，进行深度的布局。小米透露，将在年底之前开设另外五家由小米印度尼西亚直接管理的小米商店，这将进一步扩大小米在印尼的市场份额和影响力。
此次小米直营店还采用了更时尚的设计和产品展示概念。消费者可以在这里直接与产品进行互动，体验智能手机与AIoT产品之间的无缝互联，感受小米产品生态系统的便利。小米专家团队也会在现场为消费者提供产品演示和最佳建议，帮助他们找到最适合自己的产品。同时对于大件订购的商品，还提供送货上门与安装等服务。
虽然小米在2017年就开始在印尼的巴淡岛设立的组装工厂来实现本土制造，服务印尼与东盟市场，但在销售端主要是与本土分销合作伙伴进行销售。小米此前在印尼的宣传形象主要是技术创新和严格的质量控制，线上服务为主，并没有涉及过多的线下营销。
这并不是小米的后知后觉，而是小米原来的互联网线上品牌基因决定其前期布局策略外，还因为BBK集团下的OPPO和vivo。而OPPO还在印尼建有海外第二大生产基地，年产2800万部手机，可以满足印尼超过一半的市场需求，产品除销往印尼本土外，还积极销往东盟其它国家如马来西亚、菲律宾、泰国和越南等地。
OPPO和vivo一直是印尼智能手机的线下主场，再加上在非洲线下锻炼出来的传音近年也是通过线下杀入东南亚和南亚市场，这些品牌采取了多元化且贴近市场的渠道策略。
一方面，它们在大城市的核心商圈开设官方商店，以展示品牌形象、提供产品体验并吸引高消费能力人群；另一方面，它们也在印尼的小型区域和欠发达地区积极布局，通过建立更多的官方商店和合作伙伴网络，确保产品和服务能够覆盖到更广泛的地区。这种“大城小店，遍地开花”的策略，不仅提升了品牌的市场渗透率，也增强了品牌在印尼消费者心中的亲和力和信任感。
这于由众多岛屿组成的印尼来讲，地区发展的不平衡导致了消费者的需求也千差万别，这些品牌明智地将目光投向了更为广阔的中端和低端市场，这些市场的目标客户群体往往不仅局限于繁华的大都市如雅加达，而是广泛分布于印尼的偏远地区和小型社区。精准的市场定位再加上持续的技术创新，造就了这些品牌深刻理解并适应了印尼市场的独特性和多样性。
不过近些年来印尼也受到数字化科技平权的影响，印尼的互联网移动支付与物流运输等都得到了快速发展，在线销售渠道成为越来越重要的市场。中国手机品牌也充分利用印尼的数字市场作为营销和分销的新阵地，通过社交媒体、电商平台等渠道进行精准营销，利用大数据分析消费者行为，推出定制化推广活动和优惠政策，吸引了大量年轻、数字原生的消费者群体，为消费者提供更加便捷、高效的购物体验。小米手机也正是在这一波浪潮中快速发展起来，在线上与其它几大品牌一起竞争。
而从去年以来，小米的行政官僚阶层太多被吸引到了小米汽车团队，小米手机开始重新轻装上阵，根据中国内地消费降级的趋势，开发中端和低端产品在市场上发力，从而取走出了以往专注突破高端形象机型的囚徒困局，整体销量在全球重新增长起来。
而小米的中端和低端产品的价格区间也正好符合印尼人的购买力。数据显示2023年印尼工人的平均月薪为3,070,000印尼盾，约合人民币1366元，其中可以用一半的薪资用于购买非食品类商品，购买力正好避开了大多数印尼人购买高端智能手机会面临经济负担，落在了小米的中端和低端产品区间内。
价格占据优势的同时，这小米仍然保持了一贯的批量下稳定品质，从而给市场以在同价位内，能获得与高价产品相似功能和使用耐用的高品质用户体验。
Counterpoint的市场数据也显示，2024年第二季度小米在印尼市场以18.1%的份额重新杀回了排名第一的位置。小米整个上半都实现了超过40%的增长，重新夺回销量冠军地位。分析认为这主要得益于小米在入门级机型（如Redmi 13C、Redmi AA3和Redmi 12）上的积极推广，以及在中端和高端市场的良好表现。
或许正是小米上半年在印尼超过40%的高增长，以及看好整个东南亚地区未来几年作为经济增长热点地区吸引力，小米这次也开始把印尼作为东盟的线下破局重点，亲自下场直面远比线下更激烈的一城一镇竞争。
Xiaomi mobile phone personally went down with OPPO and vivo to grab the territory in Southeast Asia, and the first directly-operated store landed in Indonesia
Editor: Lucien
On September 28, Xiaomi opened directly managed stores in Mall Kota Kasablanka and Mall Ciputra Jakarta, which are directly managed by Xiaomi Indonesia. The store brings together more than 200 of the latest AIoT products, from smart home devices to life accessories, where consumers can experience the convenience and intelligence of Xiaomi products.
This is the first time that Xiaomi has personally opened its own direct store in Indonesia, which also means that Xiaomi will carry out an in-depth layout of this market with a population of more than 200 million in the future. Xiaomi revealed that it will open five more Xiaomi stores directly managed by Xiaomi Indonesia by the end of the year, which will further expand Xiaomi's market share and influence in Indonesia.
This time, the Xiaomi direct store also adopted a more fashionable design and product display concept. Here, consumers can interact directly with the product, experience the seamless interconnection between smartphones and AIoT products, and feel the convenience of Xiaomi's product ecosystem. Xiaomi's team of experts will also be on hand to provide consumers with product demonstrations and best recommendations to help them find the best product for them. At the same time, for large orders, we also provide door-to-door delivery and installation services.
Although Xiaomi began to set up an assembly plant in Batam, Indonesia in 2017 to achieve local manufacturing to serve the Indonesian and ASEAN markets, it mainly sells with local distribution partners on the sales side. Xiaomi's previous promotional image in Indonesia was mainly technological innovation and strict quality control, focusing on online services, and did not involve too much offline marketing.
This is not Xiaomi's hindsight, but Xiaomi's original Internet online brand genes determine its early layout strategy, but also because of OPPO and vivo under the BBK Group. OPPO also has the second largest overseas production base in Indonesia, with an annual output of 28 million mobile phones, which can meet more than half of Indonesia's market demand, and its products are not only sold to Indonesia, but also actively sold to other ASEAN countries such as Malaysia, the Philippines, Thailand and Viet Nam.
OPPO and vivo have always been the offline home of Indonesian smartphones, and Transsion, which has been trained offline in Africa, has also entered the Southeast Asian and South Asian markets offline in recent years, and these brands have adopted a diversified and market-close channel strategy.
On the one hand, they open official stores in the core business districts of large cities to showcase their brand image, provide product experiences and attract people with high spending power. On the other hand, they are also actively deploying in small and underdeveloped areas of Indonesia, ensuring that their products and services can reach a wider range of regions by establishing more official stores and partner networks. This strategy of "big cities, small stores, blooming everywhere" has not only increased the market penetration of the brand, but also strengthened the brand's affinity and trust in the hearts of Indonesian consumers.
In the case of Indonesia, a country of islands, where uneven regional development has led to very different consumer needs, these brands have wisely set their sights on the broader mid-range and low-end markets, which are often targeted not only in the bustling metropolis of Jakarta, but also in remote areas and small communities in Indonesia. Precise market positioning, coupled with continuous technological innovation, has enabled these brands to deeply understand and adapt to the uniqueness and diversity of the Indonesian market.
However, in recent years, Indonesia has also been affected by the equal rights of digital technology, and Indonesia's Internet, mobile payment, logistics and transportation have developed rapidly, and online sales channels have become an increasingly important market. Chinese mobile phone brands are also making full use of Indonesia's digital market as a new front for marketing and distribution, conducting precision marketing through social media, e-commerce platforms and other channels, using big data to analyze consumer behavior, and launching customized promotional activities and preferential policies, attracting a large number of young, digitally native consumer groups and providing consumers with a more convenient and efficient shopping experience. It is in this wave that Xiaomi's mobile phone has developed rapidly, competing with several other major brands online.
Since last year, too much of Xiaomi's administrative bureaucracy has been attracted to the Xiaomi car team, and Xiaomi mobile phones have begun to travel lightly, according to the trend of consumption downgrade in Chinese mainland, the development of mid-range and low-end products in the market, so as to get out of the previous prisoner's dilemma of focusing on breaking through high-end image models, and the overall sales have re-increased in the world.
And the price range of Xiaomi's mid-range and low-end products is also in line with the purchasing power of Indonesians. Data shows that the average monthly salary of Indonesian workers in 2023 is 3,070,000 rupiah, about 1,366 yuan, of which half of the salary can be used to buy non-food goods.
While the price is dominant, Xiaomi still maintains the consistent stable quality under batch size, so as to give the market a high-quality user experience with similar functions and durability to high-priced products at the same price.
Counterpoint's market data also shows that Xiaomi regained the top spot in the Indonesian market with a share of 18.1% in the second quarter of 2024. Xiaomi achieved more than 40% growth in the entire first half of the year, regaining its position as the sales champion. According to the analysis, this is mainly due to Xiaomi's active promotion of entry-level models such as Redmi 13C, Redmi AA3 and Redmi 12, as well as good performance in the mid-range and high-end markets.
Perhaps it is Xiaomi's high growth of more than 40% in Indonesia in the first half of the year, as well as the attractiveness of the entire Southeast Asian region as a hot spot for economic growth in the next few years.
Sunrise Big Data helps the global semiconductor industry chain layout in Viet Nam
Shenzhen Sunrise Big Data has long served the world's electronics manufacturing enterprises, and has promoted the industrial transfer of China's electronics manufacturing industry five times: including from Shenzhen, Dongguan and Huizhou to the hinterland of Heyuan and Qingyuan in Guangdong; from the Pearl River Delta to Jiangxi, Hunan, and central Hubei; from the Pearl River Delta and Yangtze River Delta to Chongqing, Sichuan and other western regions; Transfer from Chinese mainland to India, etc.
After the Sino-US trade friction and the closure of China-India trade after 2018, Glorious Sun Big Data was entrusted by domestic brand terminal manufacturers to investigate the market opportunities and risks of the ASEAN market accepting the transfer of China's electronics manufacturing industry, among which Viet Nam has become a priority destination for China's electronics manufacturing industry due to the success of Samsung and Apple's supply chain.
However, there is a huge difference from the previous industrial transfers, and Sunrise Big Data found that the independence and particularity of the Viet Nam market are destined to invest in Viet Nam's manufacturing industry, with greater opportunities and higher returns, but also to pay more capital and greater efforts.
Recently, Prime Minister Pham Minh Chinh of Viet Nam issued Decision No. 1018 (1018/Q Đ-TTg) on the promulgation of Viet Nam's semiconductor industry development strategy (short-term to 2030 and long-term outlook to 2050).
The first stage (2024-2030): to selectively attract foreign direct investment (FDI) by taking advantage of geographical advantages and human resources advantages in the semiconductor industry, develop into one of the global semiconductor human resource centers, and form the basic capabilities of the semiconductor industry from research, design, production, packaging and testing.
The goal is to selectively attract FDI investment, and set up at least 100 design enterprises, 1 small semiconductor chip manufacturing plant and 10 semiconductor product packaging and testing factories; to develop special semiconductor products for multiple industries; The average annual income of Viet Nam's semiconductor industry is more than 25 billion US dollars, with an added value of 10-15%, and the average annual income of the electronics industry is more than 225 billion US dollars, with an added value of 10-15%; The scale of human resources in Viet Nam's semiconductor industry has reached more than 50,000 engineers and university graduates, with an appropriate structure and number to meet development needs.
In order to promote the development of Viet Nam's semiconductor industry and provide a stage for Chinese-funded and Taiwan-funded enterprises to enter the Viet Nam market, Sunrise Big Data and Viet Nam Intelligent Manufacturing will be held at the SECC International Convention and Exhibition Center in Ho Chi Minh City, Viet Nam, from October 31 to November 02, 2024, together with the political and business circles of Viet NamSEMICON VIETNAM 2024 (202 Viet Nam 4 International Integrated Circuit and Semiconductor Industry Exhibition) Vietnam Int'l Exhibition For Integrated Circuit And Semiconductor IndustryThis is the first large-scale semiconductor professional exhibition held by the global semiconductor industry in Viet Nam, aiming at the wave of industrial transfer to benchmark Viet Nam's global supply chain, Viet Nam's semiconductor and circuit board development business opportunities connection exhibition, semiconductor supply chain overseas promotion and marketing exhibition and trade platform, Sino-Vietnamese semiconductor and circuit board foreign trade matchmaking, and Viet Nam's national key trade promotion activities in the electronics industry in the next ten years as the goal, providing the latest investment Viet Nam information for global semiconductor enterprises to enter the Viet Nam market, and creating a professional exhibition, business and forum service platform.
(1) Preset scale
150+ exhibitors, 250+ booths, 10,000+ professional visitors, 6+ countries exhibitors, 10+ Viet Nam trading delegations;
(2) Concurrent activity plan
◆ Viet Nam International Cooperation Forum on the Development of Semiconductor and Integrated Circuit Industry
◆ Viet Nam Semiconductor and Integrated Circuit Supply Chain International Collaboration Seminar
◆ Viet Nam Application Business Opportunities Promotion Conference for Semiconductor and Integrated Circuit New Technologies
◆ Viet Nam International Optoelectronics, Laser and Display Touch Technology Exhibition
.......
(3) Supporting activity plan
◆ Viet Nam Summit Forum on International Cooperation and Development of Semiconductors and Integrated Circuits
→ the current situation of industrial development and market space
→ the upstream and downstream supply chain structure of the industry
→ technology application level market hobby
→ technology market access investment and trade barriers
→ potential for the international integration and development of the supply chain
◆ Regularly and quantitatively invite Viet Nam buyers to 1:1 trade matchmaking activities
→ audition accurately Viet Nam potential buyers, and match the invitation to negotiate the transaction
→ 1:1 trade speed dating at the exhibition site, and the supply and demand sides are matched and negotiated
→ customized procurement matchmaking meeting and special buyer face-to-face private meeting
→ a single exhibitor tailor-made Viet Nam channel provider full program service
◆ Field visits, visits, and market experience can be customized
→ inspect the technology application and production and sales category structure of local manufacturers
→ the production and marketing system of the local semiconductor manufacturing industry
→ inspect the supply chain supporting business conditions of the local electronics industrial park
→ customized and carried out a series of personalized door-to-door contact appointment arrangements
◆ Based on the foreign trade center base of Viet Nam's electronics manufacturing industry, this exhibition closely follows the national strategic driving force for the development of Viet Nam's Industry 4.0, and focuses on building a comprehensive service platform for high-tech electronic supply chain customization and procurement in Viet Nam's semiconductor and integrated circuit industry, as well as a comprehensive supply and demand business opportunities for products, technical materials, components, production equipment and other industrial supply chains.
Organizational structure
Support and guidance: Ministry of Industry and Trade of Viet Nam, Ministry of Science and Technology of Viet Nam, People's Committee of Ho Chi Minh City, Viet Nam
Co-organizers: Technology Application Center of Viet Nam Academy of Sciences, Viet Nam Encyclopedia University, Viet Nam Guangzhong Software Park, Korea Optical Industry Development Association, Shenzhen High-tech Enterprise Collaborative Innovation Promotion Association, Glorious Sun Big Data
Organizers: Department of Industry and Trade of Ho Chi Minh City, Viet Nam, Management Committee of Ho Chi Minh City High-tech Development Zone, Viet Nam
Undertaking and execution: Viet Nam Ho Chi Minh City Industrial Supporting Promotion Center, Ho Chi Minh City Semiconductor Industry Association, Viet Nam Electronics and Circuit Board Semiconductor Training Center, Viet Nam Global Exhibition Joint Stock Company, Viet Nam Light World Co., Ltd., Viet Nam Camel Convention and Trade Promotion Co., Ltd
Support media
Viet Nam TV, Ho Chi Minh City TV, Viet Nam Business Tribune, Viet Nam Investment News, Viet Nam Economic Times, Viet Nam Electronic Automation Magazine, Viet Nam Electronic Technology Magazine, Viet Nam Circuit Board and Electronic System Magazine, Viet Nam Electronic Technology Magazine, Viet Nam Encyclopedia University Electronic Computer Magazine, Viet Nam Electronic Communication Technology Magazine, Viet Nam Intelligent Manufacturing, Viet Nam Mainstream Online Media (VnExpress, 24h, Thanh Nien, Vietnamnet, Dan Tri, Bao Moi... and social media.
Exhibition content:
◆ Semiconductor materials: silicon wafers and silicon-based materials, silicon wafers, silicon wafers, monocrystalline silicon, silicon wafers, silicon germanium materials, S01 materials, silicon materials and compound semiconductor materials for solar cells, quartz products, graphite products, anti-static materials, photoresists and their supporting reagents, wafer tapes, photomasks, electronic gases, special chemical gases, CMP polishing materials, packaging substrates, lead frames, bonding wires, encapsulation materials, ceramic substrates, packaging and testing materials, etc.
◆ Wafer manufacturing and packaging: wafer manufacturing, SiP packaging, silicon wafer and IC packaging substrates, printed circuit boards, packaging substrates and equipment, assembly and testing, packaging design, testing, equipment and application manufacturing and packaging and testing, EDA, MCU, printed circuit boards, packaging substrates, semiconductor materials and equipment, etc.
◆ Integrated circuit manufacturing technology: wafer fabrication/foundry, analog integrated circuits, digital/analog mixed integrated circuits; related microprocessors, memories, FPGAs, discrete devices, optoelectronic devices, power devices, sensor devices and other technical devices; Integrated circuit end products.
◆ Semiconductor equipment manufacturing: packaging equipment, diffusion equipment, welding equipment, cleaning equipment, testing equipment, refrigeration equipment, oxidation equipment, placement machine, single crystal furnace, oxidation furnace, grinding machine, lithography machine, etching machine, polishing machine, ion implantation equipment, CVD/PVD equipment, gluing/developing machine, reflow soldering, wave soldering, probe station, clean room equipment, etc.
◆ Packaging and testing facilities: test probe station, probe card, testing machine, sorting machine, packaging equipment, packaging substrate, lead frame bonding wire, wire bonding, welding test, laser cutting, slurry, covering film (glue) high temperature tape, laminated substrate, patch glue, feeding plate, wire flow control, quartz graphite, silicon carbide, etc.
◆ Third-generation semiconductors: third-generation semiconductors silicon carbide SiC, gallium nitride GaN, wafers, substrates, packaging, testing, optoelectronic devices (light-emitting diode LEDs, lasers LD, detector ultraviolet), power electronic devices (diodes, MOSFET, JFET, BJT, IGBT, GTO, ETO, SBD, HEMT, etc.), microwave RF devices (HEMT, MMIC), etc.
◆ Smart power technology: microwave radio frequency, semiconductor LED, ion power supply, shared smart charging, communication power supply, photovoltaic/wind power/energy storage power supply design, power converter magnetic technology, etc.
◆ IC design: IC and related electronic product design, IC products and application technology, IC test methods and test instruments, IC design and design tools, IC manufacturing and packaging, EDA, IP design, embedded software, digital circuit design, analog and mixed-signal circuit design, integrated circuit layout design, etc.
◆ Electronic components: resistors, capacitors, potentiometers, tubes, radiators, electromechanical components, connectors, semiconductor discrete devices/IGBTs, electroacoustic devices, laser devices, electronic display devices, optoelectronic devices, sensors, power supplies, switches, micro motors, electronic transformers, relays, printed circuit boards, substrate substrates for printed circuits, passive devices, 5G core components, power management, memory, PCB boards, motor fans, electroacoustic devices, display devices, diodes, transistors, etc.
◆ Cutting-edge innovative applications: AI chips, display chips, driver chips, power management chips, electrical chips, sensor chips, Internet of Things chips, communication chips, transportation electronic chips, computer and control chips, memory chips, 5G chips, automotive-grade chips, audio and video processing chips, etc.
◆ Two-way cooperation projects: cooperation in the field of new technology/new product scientific research achievements, R&D and design, project investment, technology transfer, OEM/ODM foundry, joint production and marketing, agent distribution, brand chain franchise, testing technology services, etc.
「 Target Audience 」
◆ Senior executives and technical leaders of midstream and downstream enterprises in the semiconductor industry such as integrated circuit design, manufacturing, packaging and testing, semiconductor materials, equipment, etc.;
◆ Industry technology integrators, technology research and development providers, technology application providers, importers and exporters, traders, channel providers, distributors, brand agents, professional markets, experience centers, etc.;
◆ Invite local digital economy technology application businesses and institutions to participate in the procurement, including 5G, artificial intelligence, big data, Internet of Things, industrial Internet, intelligent manufacturing, smart cars, intelligent transportation, smart cities, smart lighting, smart homes, digital health, smart medical care, smart terminals, drones, digital new infrastructure, digital government, digital business, digital parks and other application institutions and units;
◆ Invite nearly 10,000 local professional buyers and visitors in Viet Nam to focus on the upstream, midstream and downstream target audiences of the entire industry chain, covering aerospace, security and fire protection, rail transit, computer hardware and services, IT industry, communication/information processing/storage, data management center, sensing and test and measurement, industry and electrical, machinery manufacturing, advanced manufacturing, energy/power/metallurgy, solar photovoltaic/battery, petrochemical, shipbuilding, automobile, medical, education, consumer electronics/entertainment, lighting and display, advertising media, Leaders of cutting-edge science and technology materials, finance and insurance and related supporting enterprises, design&R&D, manufacturing, procurement & distribution, bidding, project management, quality inspection, etc.; Representatives of relevant government, trade promotion, R&D, investment, testing and certification, technical training, business associations, industry alliances, professional media and other institutions.
Ask about the exhibition fee
Notes:
◆ Agency services: Viet Nam visa, cross-border business travel reception, cross-border logistics of exhibits, special equipment construction, exhibit rental, advertising services, etc.;
◆ Business travel plan with the group (itinerary on request): 6 days round trip from domestic airport direct flight to Viet Nam, exhibitor fee is additional;
◆ Enterprises that meet the application conditions of "International Market Development Funds for Small and Medium-sized Enterprises" should apply for exhibition subsidies at the local commerce department;
◆ Deadline for registration for exhibitions: more than 60 days before the exhibition, booths will be arranged on a first-served basis;
◆ Exhibition information is available upon request: "Exhibition Invitation Letter" / "Booth Map" / "Exhibition Application Form" / "Sponsorship Plan" / "Exhibition Itinerary", etc.
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2024 Viet Nam International Integrated Circuit and Semiconductor Industry Exhibition
