Dialogue Lei Jun: Xiaomi is so into the game circle

All these aspects have similar logic: the ecological chain. Through strategic investment, companies in different positions in the ecological chain support each other and integrate resources. In an interview with PingWest, Lei Jun introduced the ecological chain layout and ideas of millet entertainment.
The miracle MU of the whole people is a mobile game made from the classic end-of-life MU replica. Many people remember this game deeply (find the highlights):


Yesterday at 11 o'clock, the entire platform was released (including UC, Baidu, Tencent, etc.) As of 24:00 last night, 168 new teams were opened, and 690,000 new users were added to the entire platform, of which the most were 200,000 new users from the Xiaomi Game Center. . According to Xiaomi official introduction, this figure broke the record of each platform. The first 13 hours of user recharge also exceeded 26 million:


For Xiao Mi and Lei Jun, this matter includes several dimensions:

Producer: The CP (playing party) of the game is Tianma Space-time Network Technology Co., Ltd., and Xiaomi is its shareholder. In January of this year, Xiaomi Mutual participated in the investment of Tianma Space Time. At the time of Tianma’s time, there were 14 employees. As a game startup company, he took the risk of purchasing MU at an unusually high price from South Korea’s Webzen and converted it into a Hand travel. The miracle of the whole nation predicts that the first month's income will be between 250 and 300 million yuan, which will also bring value to the shareholders Xiaomi. This time when you look at the grants and divisions for the Wujin, you are not expensive. Lei Jun believes that mobile games have gone through three stages: the stage of casual mobile games and the online mobile game phase of web game transformation. Now that they have reached the end of mobile games, the mobile games of Tian Long Babu and NetEase are going to the west. To the miracle of the whole people, these are transformed into traditional hand travels. First of all, they all have large traditional user groups, and they are all hand-crafted for big production re-engraving and well-known end-game products.

Distribution agent: The miracle of the whole people is represented by Shanghai Haoying and is issued on a full platform. The distribution capabilities of the seniors include Tencent, UC, Baidu and even 360 mobile game distribution platforms. However, the most of them came from Xiaomi's channel. In the 690,000 users on the first day of the lineup, Xiaomi Game Center had more than 200,000 new users, and Xiaomi’s platform was the most active. For Lei Jun, this is a demonstration of Xiaomi's value as a mobile Internet company. When Xiaomi was founded, many people did not believe that Xiaomi was a mobile Internet company. Now, the total number of applications distributed by MIUI has exceeded 10 billion.

Cloud environment supporter: Jinshan Cloud provides cloud computing server support, with 1.8G peak bandwidth on the first day and 1,000 servers. Zero failures in such a large-scale open service helped the flow pressure. According to Wang Yulin, President of Kingsoft Cloud, Jinshan Cloud was prepared for five months. Jinshan All-in Cloud Computing, while the game company is its largest customer base at present. Xiaomi, Kingsoft, and the well-known investment agency Temasek decided to invest 296 million U.S. dollars in the largest Internet IDC Internet provider outside of Century Internet, as well as its cloud infrastructure construction capabilities and high-quality interoperability of three-line networks.

In Lei Jun's view, the miracle MU has a deeper meaning: to help improve the ecology of millet tablet computers. At present, the biggest short board for the Android tablet is ecology (see PingWest's previous report on the Android tablet and the future?), and Xiaomi is using his own power to improve the ecology. Lei Jun said that at that time, he chose to use the expensive Tegra K1 processor for the millet tablet, which was a fancy PC-level GPU. Now he finally waited until the 3D masterpiece of the people's miracle in order to give full play to the value of this GPU. The difference with those cheap tablets. Users use the tablet, mainly for reading e-books, watching movies, and playing games. E-books and movies can be performed on any tablet. The miracle of the whole nation is the first game that makes full use of the performance of the millet tablet. There is a big difference between playing on the tablet and mobile phone. After all, the screen is much larger. In the future, it is also possible to log in to the Xiaomi TV platform.

Lei Jun believes that the millet game is also playing the ecological chain: the core is "pull each other, support each other", the entire mobile game has been highly differentiated links, CP, distribution, platform, cloud computing companies have provided all links. Xiaomi himself does not play games, but invests in shares of the game companies, providing them with funds and product research and development support, Jinshan provides cloud computing support, and Xiaomi provides game distribution. This kind of content business will complement the ecology of Xiaomi’s tablet and provide content support for good hardware.

This is very similar to the millet eco-chain model co-founded by the co-founder Liu De. Xiaomi does not make mobile power, headphones, bracelets, and air purifiers himself. Instead, he invests in purple rice, Jiayi, Huami, Zhimi. These hardwares are also the three main mobile phones/tablets around Xiaomi. , TV and routers, and enrich its hardware ecosystem.

The video content investment that Chen Hao is responsible for is also through the investment of Youku, iQiyi, such as video sites, as well as China’s special content production agencies, to build a content ecosystem around the millet TV/box.

Vice President Xiaomi and General Manager of Inter-entertainment Entertainment Shang Jin also revealed to PingWest that over the past year or so, Xiaomi Entertainment has considered multiple modes including agents, and eventually chose the ecological chain of play. Pegasus Time and Space was the first investment made by Xiaomi Mutual Entertainment. At the time of the investment, Tianma had only 14 employees and now it has grown to 50 people. The first investment to make a hot game is also unexpected. After Tianma’s time and space, Xiaomi Mitu has invested several times in games, but he has been cautious about choosing investment targets. The number is single-digit, including a Wuhan team. In addition, we also met with 51wan CEO Liu Yang at the scene. She is also the chief advisor for part-time Xiaomi Inter Entertainment, and it will surely help millet to entertain and filter investment targets.

Before the end of the year, Xiaomi’s news was particularly large: Chen Hao joined, $1 billion invested in enriching video content for the millet TV/box and tablet; Jinshan All-in Cloud Computing, this is a $1 billion plan; Xiaomi Eco Chain Enterprise Huami With a valuation of over 300 million U.S. dollars, Zhimi launched an air purifier. Yesterday, the whole nation was miraculously updating the records of multiple domestic mobile games, demonstrating the investment layout of Xiaomi Interactive Entertainment and the distribution capabilities of MIUI as a channel.

All these aspects have similar logic: the ecological chain. Through strategic investment, companies in different positions in the ecological chain support each other and integrate resources. In an interview with PingWest, Lei Jun introduced the ecological chain layout and ideas of millet entertainment.

The miracle MU of the whole people is a mobile game made from the classic end-of-life MU replica. Many people remember this game deeply (find the highlights):

Yesterday at 11 o'clock, the entire platform was released (including UC, Baidu, Tencent, etc.) As of 24:00 last night, 168 new teams were opened, and 690,000 new users were added to the entire platform, of which the most were 200,000 new users from the Xiaomi Game Center. . According to Xiaomi official introduction, this figure broke the record of each platform. The first 13 hours of user recharge also exceeded 26 million:

For Xiao Mi and Lei Jun, this matter includes several dimensions:

Producer: The CP (playing party) of the game is Tianma Space-time Network Technology Co., Ltd., and Xiaomi is its shareholder. In January of this year, Xiaomi Mutual participated in the investment of Tianma Space Time. At the time of Tianma’s time, there were 14 employees. As a game startup company, he took the risk of purchasing MU at an unusually high price from South Korea’s Webzen and converted it into a Hand travel. The miracle of the whole nation predicts that the first month's income will be between 250 and 300 million yuan, which will also bring value to the shareholders Xiaomi. This time when you look at the grants and divisions for the Wujin, you are not expensive. Lei Jun believes that mobile games have gone through three stages: the stage of casual mobile games and the online mobile game phase of web game transformation. Now that they have reached the end of mobile games, the mobile games of Tian Long Babu and NetEase are going to the west. To the miracle of the whole people, these are transformed into traditional hand travels. First of all, they all have large traditional user groups, and they are all hand-crafted for big production re-engraving and well-known end-game products.

Distribution agent: The miracle of the whole people is represented by Shanghai Haoying and is issued on a full platform. The distribution capabilities of the seniors include Tencent, UC, Baidu and even 360 mobile game distribution platforms. However, the most of them came from Xiaomi's channel. In the 690,000 users on the first day of the lineup, Xiaomi Game Center had more than 200,000 new users, and Xiaomi’s platform was the most active. For Lei Jun, this is a demonstration of Xiaomi's value as a mobile Internet company. When Xiaomi was founded, many people did not believe that Xiaomi was a mobile Internet company. Now, the total number of applications distributed by MIUI has exceeded 10 billion.

Cloud environment supporter: Jinshan Cloud provides cloud computing server support, with 1.8G peak bandwidth on the first day and 1,000 servers. Zero failures in such a large-scale open service helped the flow pressure. According to Wang Yulin, President of Kingsoft Cloud, Jinshan Cloud was prepared for five months. Jinshan All-in Cloud Computing, while the game company is its largest customer base at present. Xiaomi, Kingsoft, and the well-known investment agency Temasek decided to invest 296 million U.S. dollars in the largest Internet IDC Internet provider outside of Century Internet, as well as its cloud infrastructure construction capabilities and high-quality interoperability of three-line networks.

In Lei Jun's view, the miracle MU has a deeper meaning: to help improve the ecology of millet tablet computers. At present, the biggest short board for the Android tablet is ecology (see PingWest's previous report on the Android tablet and the future?), and Xiaomi is using his own power to improve the ecology. Lei Jun said that at that time, he chose to use the expensive Tegra K1 processor for the millet tablet, which was a fancy PC-level GPU. Now he finally waited until the 3D masterpiece of the people's miracle in order to give full play to the value of this GPU. The difference with those cheap tablets. Users use the tablet, mainly for reading e-books, watching movies, and playing games. E-books and movies can be performed on any tablet. The miracle of the whole nation is the first game that makes full use of the performance of the millet tablet. There is a big difference between playing on the tablet and mobile phone. After all, the screen is much larger. In the future, it is also possible to log in to the Xiaomi TV platform.

Lei Jun believes that the millet game is also playing the ecological chain: the core is "pull each other, support each other", the entire mobile game has been highly differentiated links, CP, distribution, platform, cloud computing companies have provided all links. Xiaomi himself does not play games, but invests in shares of the game companies, providing them with funds and product research and development support, Jinshan provides cloud computing support, and Xiaomi provides game distribution. This kind of content business will complement the ecology of Xiaomi’s tablet and provide content support for good hardware.

This is very similar to the millet eco-chain model co-founded by the co-founder Liu De. Xiaomi does not make mobile power, headphones, bracelets, and air purifiers himself. Instead, he invests in purple rice, Jiayi, Huami, Zhimi. These hardwares are also the three main mobile phones/tablets around Xiaomi. , TV and routers, and enrich its hardware ecosystem.

The video content investment that Chen Hao is responsible for is also through the investment of Youku, iQiyi, such as video sites, as well as China’s special content production agencies, to build a content ecosystem around the millet TV/box.

Vice President Xiaomi and General Manager of Inter-entertainment Entertainment Shang Jin also revealed to PingWest that over the past year or so, Xiaomi Entertainment has considered multiple modes including agents, and eventually chose the ecological chain of play. Pegasus Time and Space was the first investment made by Xiaomi Mutual Entertainment. At the time of the investment, Tianma had only 14 employees and now it has grown to 50 people. The first investment to make a hot game is also unexpected. After Tianma’s time and space, Xiaomi Mitu has invested several times in games, but he has been cautious about choosing investment targets. The number is single-digit, including a Wuhan team. In addition, we also met with 51wan CEO Liu Yang at the scene. She is also the chief advisor for part-time Xiaomi Inter Entertainment, and it will surely help millet to entertain and filter investment targets.