雷軍專訪：小米要進軍海外市場

????這是一個瘋狂的想法：2010年，雷軍創辦了小米手機公司（Xiaomi），在中國直接向蘋果（Apple）、三星（Samsung）、聯想（Lenovo）等資金豐厚的高端手機供應商發起挑戰。在這些巨頭面前，小米不僅堅守住了自己的陣地，還實現了爆發式增長。去年，小米手機銷售額超過50億美元，增長率達到了150%，公司估值目前已經高達100億美元。現年44歲的雷軍說，基于谷歌（Google）安卓系統開發的小米手機能成功主要靠的是和客戶的緊密互動。今年早些時候，小米手機進入了新加坡；預計不久之后，小米手機還將進軍印度和馬來西亞。小米公司逐漸展開亞洲擴張步伐之際，雷軍接受了《財富》雜志（Fortune ）的采訪，談到為什么他認為小米手機在其它市場也能實現很好的轉化。

????哪些國家將成為你的新市場？你是如何選定這些國家的？

????雷軍：我們的初步計劃包括進軍亞洲、歐洲及拉丁美洲的10個國家。這些國家都滿足三個條件：智能手機市場即將抵達臨界點、社交網絡服務高度成熟、具備良好的電子商務基礎設施。基于這些條件，我們選擇了俄羅斯、土耳其、巴西、墨西哥及印度等作為擴張的下一站。

????其它中國智能手機生產商【特別是聯想（Lenovo）】，已經輸出了一個成功的營銷模式，在其它發展中市場銷售高質低價的手機，并已經建立起了品牌知名度和自己的零售網絡。你打算怎樣跟他們競爭呢？

????在某種意義上，我們是在跟他們合作，共同打造中國品牌的聲譽。我們的區別在于，我們會將小米自身的銷售模式復制到其它市場。我們把用戶當作朋友，讓他們幫助我們改進；同時，我們遵循這樣一個策略，只在僅有的7-8種產品上追求精益求精。

????智能手機領域的激烈競爭似乎導致了利潤的下降。你打算怎樣賺到足夠多的利潤，讓公司配得上100億美元的估值？

????小米公司最出名的就是它的商業模式，我們能夠貼著成本走。我們還有著世界頂級的運營效率。另外，我們還可以從自身硬件平臺上的（軟件和服務）中獲取利潤。

????你們是如何擴展安卓生態圈的？

????我們進行了大量的創新，比如我們的本地Wi-Fi一鍵接入功能。這個功能非常受歡迎。另外，我們還有騷擾電話自動攔截功能等。

????你提到公司的一個目標是成為《財富》世界500強公司。你為什么訂下這樣的目標？是否為實現這個目標設定了時間表？

????有人說，小米公司是一夜成名的，因此不會有長遠的發展。我希望小米不久就能成為一家《財富》世界500強公司，表明我們的商業模式及快速發展都是可持續的。

????你怎樣看待《財富》雜志評出的“2013年度商業人物”埃隆?穆斯克？

????無論在提出創意還是在執行力上，他都是不同凡響的。我認為特斯拉（Tesla）汽車非常好，我自己也買了兩輛，一輛在美國，一輛在中國。中國那輛還在路上。（財富中文網）

????譯者：朱毓芬/汪皓

????Talk about a wild idea: In 2010, Lei Jun launched Xiaomi, a mobile-phone company that aimed to go head to head in China with Apple(AAPL, Fortune 500), Samsung, Lenovo, and other deep-pocketed purveyors of high-end phones. Xiaomi (pronounced SHAO-may) has not just held its own against the big guys; it has soared. Sales last year hit more than $5 billion, up 150%. And the privately held company has a $10 billion valuation. Lei, 44, says Xiaomi, whose phones run on Google's (GOOG, Fortune 500)Android operating system, owes its success to its strong interaction with customers. As the company embarks on a major expansion in Asia -- it entered Singapore earlier this year, and India and Malaysia are expected to soon follow -- Lei spoke with Fortune about why he thinks Xiaomi (the word means "millet") will translate in other markets.

????How did you decide which countries to enter?

????Lei: Our initial plan includes 10 countries from Asia, Europe, and Latin America. They all satisfy three criteria: The smartphone business is about to hit a tipping point; social networking services are highly mature; they all have fine e-commerce infrastructures. As a result, we selected Russia, Turkey, Brazil, Mexico, and India, among others, as our next stops.

????Other Chinese smartphone vendors, notably Lenovo, have exported a successful model selling high-quality/low-cost devices to other developing markets where they already have brand recognition and a retailing network. How can you compete?

????In some sense, we are cooperating with them to build the reputation of Chinese brands. We differ in that we are copying our own Xiaomi model to these markets. We treat users as friends, asking them to help us improve, and we follow a strategy of product excellence with only seven or eight products.

????The intense competition in smartphones seems to be driving margins down. How do you deliver profits to match your $10 billion valuation?

????Xiaomi is known for its business model based on keeping the cost to the designed minimum. And we have the world's top operational efficiency. Besides, we make profits from the [software and services] on top of our hardware platform.

????How are you pushing the edges of Android ecosphere?

????We have lots of innovations. For example, the single-click access to pre-stored free Wi-Fi hotspots turned out to be very popular. Another example is the automatic interception of spam calls.

????You've mentioned that one goal is to become a Fortune Global 500 company. Why is that, and do you have a timetable?

????Some people say Xiaomi is an overnight success, and therefore it won't last long. I hope Xiaomi will become a Fortune Global 500 company sometime soon in order to show that our business model and our fast development are sustainable.

????What do you think of Fortune's 2013 Businessperson of the Year, Elon Musk?

????He is extraordinary in both hatching ideas and making them happen. I think Tesla(TSLA) cars are good. I already bought two: one in the U.S. and one in China. The latter is still on its way to China.