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<pre class="cake-error"><a href="javascript:void(0);" onclick="document.getElementById('cakeErr5e316dcd010e9-trace').style.display = (document.getElementById('cakeErr5e316dcd010e9-trace').style.display == 'none' ? '' : 'none');"><b>Notice</b> (8)</a>: Undefined index: art_title [<b>APP/View/articles/m_view.html</b>, line <b>5</b>]<div id="cakeErr5e316dcd010e9-trace" class="cake-stack-trace" style="display: none;"><a href="javascript:void(0);" onclick="document.getElementById('cakeErr5e316dcd010e9-code').style.display = (document.getElementById('cakeErr5e316dcd010e9-code').style.display == 'none' ? '' : 'none')">Code</a> <a href="javascript:void(0);" onclick="document.getElementById('cakeErr5e316dcd010e9-context').style.display = (document.getElementById('cakeErr5e316dcd010e9-context').style.display == 'none' ? '' : 'none')">Context</a><pre id="cakeErr5e316dcd010e9-code" class="cake-code-dump" style="display: none;"><code><span style="color: #000000"><span style="color: #0000BB">  </span><span style="color: #007700"><</span><span style="color: #0000BB">meta charset</span><span style="color: #007700">=</span><span style="color: #DD0000">"utf-8"</span><span style="color: #007700">> </span></span></code> <code><span style="color: #000000"><span style="color: #0000BB">  </span><span style="color: #007700"><</span><span style="color: #0000BB">meta http</span><span style="color: #007700">-</span><span style="color: #0000BB">equiv</span><span style="color: #007700">=</span><span style="color: #DD0000">"X-UA-Compatible" </span><span style="color: #0000BB">content</span><span style="color: #007700">=</span><span style="color: #DD0000">"IE=edge"</span><span style="color: #007700">> </span></span></code> <span class="code-highlight"><code><span style="color: #000000"><title><span style="color: #0000BB"><?php </span><span style="color: #007700">echo </span><span style="color: #0000BB">$articles</span><span style="color: #007700">[</span><span style="color: #0000BB">0</span><span style="color: #007700">][</span><span style="color: #DD0000">'article'</span><span style="color: #007700">][</span><span style="color: #DD0000">'art_title'</span><span style="color: #007700">]</span><span style="color: #0000BB">?></span>,<span style="color: #0000BB"><?php </span><span style="color: #007700">foreach (</span><span style="color: #0000BB">$menus </span><span style="color: #007700">as </span><span style="color: #0000BB">$key </span><span style="color: #007700">=> </span><span style="color: #0000BB">$value</span><span style="color: #007700">):</span><span style="color: #0000BB">?><?php </span><span style="color: #007700">echo </span><span style="color: #0000BB">$value</span><span style="color: #007700">;</span><span style="color: #0000BB">?></span>,<span style="color: #0000BB"><?php </span><span style="color: #007700">endforeach; </span><span style="color: #0000BB">?></span>站长资讯 - Power by <span style="color: #0000BB"><?php </span><span style="color: #007700">echo </span><span style="color: #0000BB">$title_for_layout?></span>(<span style="color: #0000BB"><?php </span><span style="color: #007700">echo </span><span style="color: #0000BB">$url?></span>)</title> </span></code></span></pre><pre id="cakeErr5e316dcd010e9-context" class="cake-context" style="display: none;">$viewFile = '/www/wwwroot/www.adminso.com/app/View/articles/m_view.html' $dataForView = array( 'article_sorts' => array( (int) 0 => array( 'articlesort' => array( [maximum depth reached] ) ), (int) 1 => array( 'articlesort' => array( [maximum depth reached] ) ), (int) 2 => array( 'articlesort' => array( [maximum depth reached] ) ), (int) 3 => array( 'articlesort' => array( [maximum depth reached] ) ), (int) 4 => array( 'articlesort' => array( [maximum depth reached] ) ), (int) 5 => 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=> '1', 'post_article_credit' => '1', 'post_app_credit' => '200', 'refresh_app_credit' => '10', 'app_img' => '4', 'post_weixin_credit' => '3', 'refresh_weixin_credit' => '1', 'site_fast' => '50', 'Site_checkmail' => '0', 'isalipay' => '1', 'site_news_links' => '2', 'site_app_links' => '1', 'Site_claiming_string_name' => 'adminso.html', 'baidu_token' => 'orKveEuP4jriFzMw', 'sm_token' => 'TI_6b9ad3d88e1b3af6fda84561d21ea395', 'enable_redis' => '1', 'redis_host' => '127.0.0.1', 'upload_type' => '1', 'OSS_ACCESS_ID' => 'LTAIPEoUpTQdlNAR', 'OSS_ACCESS_KEY' => '1ef8yK7obDwNiJwWvtV2x9ERQOLaFs', 'OSS_ENDPOINT' => 'http://oss-cn-hangzhou.aliyuncs.com', 'OSS_TEST_BUCKET' => 'adminso', 'appid' => '220371', 'appkey' => '07d3823d159f82c9dd1538a6022abb62', 'callback' => 'https://www.adminso.com/members/qq_callback', 'scope' => 'get_user_info,add_share,list_album,add_album,upload_pic,add_topic,add_one_blog,add_weibo', 'auto_time' => '60', 'get_article_time' => '60', 'get_article_list_time' => '180', 'get_webpic_time' => '300', 'get_webpic_nums' => '4', 'getpic_times' => '500', 'view_website_isgetpic' => '1', 'view_website_isgetpic_times' => '100', 'auto_website_pass_time' => '8320', 'auto_website_pass_baidu' => '100', 'auto_website_pass_desstr' => '120', 'article_cache_time' => '864000', 'website_cache_time' => '864000', 'system' => '1', 'imagepath' => 'http://www.adminso.com', 'websiteimagepath' => 'http://www.adminso.com/attached/image1', 'zpath' => '', 'link_path' => '', '测试' => '记录' ), 'imagepath' => 'http://www.adminso.com', 'link_path' => '', 'recommend_sites' => array( (int) 0 => array( 'website' => array( [maximum depth reached] ) ), (int) 1 => array( 'website' => array( [maximum depth reached] ) ), (int) 2 => array( 'website' => array( [maximum depth reached] ) ), (int) 3 => array( 'website' => array( [maximum depth reached] ) ), (int) 4 => array( 'website' => array( [maximum depth reached] ) ), (int) 5 => array( 'website' => array( [maximum depth reached] ) ) ), 'xgs' => array(), 'content' => '<p > (原标题:上市一周年 小米“过冬”:雷军抛掉“速胜幻想”) </p> <p></p><p ><img src="http://www.adminso.com/attached/image1/2019-07/11/2b9e11ce158c7867cd7b277b9638e770.jpg"></p><p>7月10日上午,小米集团创始人、董事长兼CEO雷军发布微博称,“北漂,奋斗九年多,终于买房了!小米科技园,8栋楼,34万平方米,52亿造价!”该微博迅即获得4万多点赞,5000多留言。</p><p>7月10日当天,小米收盘价为9.59港元,相比一年前的发行价17港元,下跌43.59%;市值2305.41亿港元(约合295亿美元),相比一年前上市宣传时的估值1000亿美元,差距甚远。</p><p>“要让在上市首日买入小米公司股票的投资人赚一倍。”一年前的7月9日,香港证券交易所,雷军用他标志性的湖北普通话说道。发言中,他讲到创业伊始一起喝的小米粥,讲到一直支持着小米的“米粉”们,雷军眼角几度泛起泪光。</p><p>抱着这份期待,刚刚入职小米三个月的UI设计师大童(化名),花了5万多港元,买了小米3000股股票。然而上市当天,小米股价破发。现在一年过去了,小米“跌跌不休”的股价让年轻的股民大童直呼“连看都不敢看”。</p><p>小米也认识到问题严重。2019年1月的小米年会上,雷军说:“同学们,可能每个人都感受到了,冬天已经来了。”“2019年我们即将面临最严峻的挑战,没有一丝一毫盲目乐观的余地。”在上市这一年中,过冬的小米进行了大刀阔斧的组织结构调整、线下渠道的强化和产品线梳理,其效果还有待观察。但仍有不少爱用小米产品的“米粉”们相信,小米是“被低估了”。</p><p>在上市路演中,雷军曾经说过,好的公司靠利润,伟大的公司靠人心,小米要做伟大的公司。但是一切都用数字衡量的市场和投资者们,会给小米一个“伟大的机会”吗?</p><p>在不久前的中国区闭门会上,雷军强调,行业已经到了最寒冷的冬天,小米要抛掉所有“速胜论的幻想”。</p><p><strong style="padding: 0px; margin: 0px;">小米北京安“家”</strong></p><p><strong style="padding: 0px; margin: 0px;">9月底搬新家,一个月内回购18次股票</strong></p><p>“小米的新家,小米科技园终于落成了!马上开始搬家,预计九月底搬完”。7月9日21时53分,雷军在微博上宣布了这一消息,照片中他喜笑颜开。在当晚的开园仪式现场,上千名小米员工摩肩接踵。第二天一早,雷军又在微博上开玩笑称:“北漂,奋斗九年多,终于买房了!”7月10日,新京报记者在园区看到,8栋楼中只有F楼一层有人在办公。小米内部人士透露,正式的搬迁尚未开始。</p><p ><img src="http://www.adminso.com/attached/image1/2019-07/11/d217404deb3513ebf57b32df35acd1f1.jpg"></p><p>雷军上一次如此兴奋,也许要回到一年前。2018年7月9日上午,港交所内小米高管一字排开,中间是一面比人还高的铜锣――这是为了迎接港股“同股不同权”第一股小米集团而特制的。容光焕发的雷军拿起裹着红绸的木槌,鸣响了小米上市的大锣。不过上市一年来的小米并未如当晚庆功宴上雷军所言“让投资者赚一倍”,股价持续下跌。</p><p>2019年7月3日,小米宣布再次回购512万股B类普通股,耗资约4993.89万港元。6月初,小米股价一度触及8.91港元的历史最低点。从6月3日开始,在一个月的时间里,小米已经开展了18次回购操作,总耗资在10亿港元上下。7月10日当天,小米股价仍低于10港元,收于9.59港元。</p><p ><img src="http://www.adminso.com/attached/image1/2019-07/11/322cae1347dee8d1544584a6828fa5d6.png"></p><p>小米上一轮股票回购是在今年1月份。当时小米上市后的半年禁售期已过,30亿股股票解冻,达到整体发行股的19%。而彼时的回购效果也十分显著。据小米透露,1月17日首次回购时,小米仅仅花费6000万港元,就实现了股价最高6%的提振。</p><p>小米股价的疲软,并非没有预兆。随着上市的脚步越发临近,各方透露的小米估值依次滑落:从风传的2000亿美元,到投行预测的1000亿美元,再到承销商给出的750亿-850亿美元,直到最终上市时锁定为539亿美元,不仅低于此前550亿美元的估值底线,距离其四年前融资时的450亿美元也没有高出太多。</p><p>关于风传的2000亿美元和1000亿美元估值,雷军曾用“市梦率”来解释。他认为投资者给予小米高估值,与小米手机当下销量关系不大,他们看到的是小米手机的未来。</p><p>小米2018年财报中披露:小米硬件综合税后净利率不足1%。相比较之下,2019年Q1,仅占一成营收的互联网服务毛利润29亿,毛利润率是智能手机的约20倍,占总公司毛利的56%。</p><p>业界不难理解雷军的打算:在拿不赚钱的智能手机赢得大量客户之后,小米需要用利润丰厚的互联网服务来完成商业模式的闭环。在资本市场上,互联网公司的市盈率显著高于制造业,其盈利前景也更被投资者看好。</p><p>不过小米上市招股书披露,2018年第一季度,小米互联网服务业务的收入占公司营业收入的比例为9.4%。相比之下,小米智能手机业务的同期营收则占了公司营业收入的67.5%。</p><p>一年后的2019年第一季度,小米的互联网服务营收占比略微提升至9.7%,智能手机业务的营收比例则下降到61.7%。从总体上看,小米的“手机依赖”略有减轻,其他业务的比重有所上升,但其营收结构并没有得到根本改善。</p><p>上市前夕,小米临时决定取消了以CDR方式内地同步发行的计划,代之以先港股、再A股的先后发行。如今,一年过去了,小米申请推迟召开发审委会议的公告还挂在公司的官网上,而被推迟的A股CDR发行再无下文。在港交所,小米的认购也仅仅超出了十倍,与平安好医生、阅文集团等2017年港股上市的新经济企业动辄数百倍的认购相比,小米并不受投资者追捧。而国金证券等金融机构更是对小米的股票给出了“减持”的评级。</p><p>6月6日,小米MIUI体验总负责人在微博上宣布,小米将进行MIUI广告的全面整治,措施包括下架一批广告位,清理低俗内容等。这轮整治的原因在于,许多用户已经对于MIUI内无处不在的广告忍无可忍。</p><p>2019年Q1,小米广告业务23亿的营收占互联网总营收43亿元的一半以上。小米必须在财务报表和用户体验之间进行艰难的平衡。</p><p><strong style="padding: 0px; margin: 0px;">主业腹背受敌</strong></p><p><strong style="padding: 0px; margin: 0px;">手机市场下行,雷军争夺“女人心”</strong></p><p>理工男雷军右手在眼前比了一个“OK”的手势,左手举起手机,按下了快门。今年正好年届半百的他,笑起来有着明显的鱼尾纹。但照片中他的皮肤看起来白嫩了许多――这是小米7月份刚刚发布的CC系列手机主打的美颜功能。</p><p>这张自拍,很快发在了雷军的小红书账号上。在主打“潮流外观+拍照”的CC系列发布前后,为了“赢得女人心”,雷军可谓下足了工夫。又是发自拍,又是拍vlog,在发布会上,他说着“blingbling”这样的流行语,还号召大家去关注他的小红书。</p><p>雷军手中拿的CC9美图定制版,其美颜功能全部由美图团队MTlab打造,“与真正的美图手机一模一样”,售价2599元,比CC9标准版的最高配价格还高出了600元。</p><p>开售当天,北京合生汇小米之家的员工告诉新京报记者,CC9里卖得最好的,正是这款美图“血统”最纯正的美图定制版,一天下来库存已经不多了。</p><p>从“为发烧而生”到“赢得女人心”,小米走过一条坎坷的路。发烧友们天生带有极客血统,直男色彩浓厚。CC系列则直指更注重外观和拍照等感性色彩更重要的女性市场,小米手机在布局上静悄悄地发生着改变。</p><p>小米在港股上市的2018年,正逢全球和中国手机市场开始触顶萎缩。据市场调研机构IDC发布的数据,2019年第一季度全球智能手机出货量为3.108亿部,比2018年第一季度的3.327亿部下降了6.6%。IDC还预测,2019年全年,全球智能手机出货量相比于2018年还将下降1.9%。</p><p>市场的整体下行,不仅挤压着锤子、360手机这样的边缘厂家,更给榜单头部的“华米OV”带来巨大的压力。近身肉搏之下,小米在国内市场的占有率从2018年Q1的13%下降到了2019年Q1的11%,下降2个百分点。</p><p>2019年的显著趋势是,“华米OV”你追我赶的格局已经变成了“一超多强”。华为手机在国内持续加码,份额不断上升。携5G和折叠屏等技术优势,华为已经独自处于第一阵营。小米、OPPO、vivo正逐渐成为第二阵营。小米手机必须“有所为有所不为”。</p><p>StrategyAnalytics高级分析师吴怡雯认为,从2019年初至今,小米一直处于梳理品牌战略的过程中。这一过程包括了组织架构的调整,直接影响了小米产品发布的节奏和渠道库存的管理。这些内部因素对小米手机的销量带来了负面影响。小米在中国遇到的瓶颈是手机整体市场下滑,且用户换机需求以中高端产品为主。</p><p>小米的用户群也在发生改变。“米粉”李天戆到现在还记得自己那部小米3是多么“低价又好用”。但随着自己工作年限增加,薪资上涨,他对价格已经没那么敏感:“你的用户成长了,你的产品是不是也应该随着用户的成长,把层次分清楚?”</p><p>2018年下半年,小米庞杂且混乱的产品线,已经到了不得不梳理的时候。进入2019年,这种梳理的成果开始密集面世:将红米系列独立为Redmi品牌,专攻性价比市场;小米手机的重心则被规划为四点:探索创新科技、追求极致体验、专注细分市场、强化品牌特色。</p><p>重新定位的小米手机,将砍掉Note系列、Max系列、Play系列等让用户难以分辨的产品条线,将精力集中在商务旗舰MIX系列、科技市场数字系列以及年轻时尚的CC系列。</p><p>吴怡雯认为,从外部市场看,中国和印度是小米最大的两个市场,合计在1季度为小米贡献了70%以上的出货量。小米在印度市场虽然保持了出货量第一的名次,但也面临着以Realme为代表的新晋线上品牌的挑战。</p><p>小米CFO周受资7月3日接受媒体采访时表示:“全球移动互联网行业有3万亿美元规模,手机是小米不能打输的仗。”</p><p>毕竟,小米的“AIoT”梦想需要建造在小米手机不断扩大的市场用户群的基础上。</p><p><strong style="padding: 0px; margin: 0px;">布局物联网</strong></p><p><strong style="padding: 0px; margin: 0px;">依靠场景驱动,小米深挖“生态护城河”</strong></p><p>晚上回到家,互联网从业者李天戆一进门,家里的灯就自动打开了。躺在床上,只需要一句话,就可以控制几乎所有电器。</p><p>“实在太方便了。”李天戆购买了五款小爱智能音箱,放在家里的每一个房间,这样“在家里走到客厅、走到卧室,或者走到厨房、走到厕所,我都可以用。”</p><p>对于这位AI产品经理来说,小米的AI技术“说白了不先进,就特别基础的功能”。在他看来,厂商们的AI技术水平,无论是语音识别还是与人的互动,差异并不大。但小米做到了将技术“融入到它该有的场景里,能提高你的效率,提高你的便利性”。即使是基础的技术,只要用对了场景,也会显得“非常高大上”。</p><p>李天戆告诉新京报记者,在这种场景驱动而非技术驱动的模式中,小米的护城河其实比外人想象的要深。“真正难以超越的,是它配套的周边生态。”在他看来,小米生态链标准化程度高,协同性好,联动起来产生的价值也更大。</p><p>阿里巴巴人工智能实验室相关负责人对新京报记者表示,天猫精灵与小爱同学在两方面明显不同:首先,应用生态链方面,天猫精灵是与品牌合作共生,而小爱同学是应用在小米的自有生态里;其次,在内容端也不同,前者与合作方共同研究用户,并推出其需求产品,而后者则是更多把运营交给合作方。</p><p>当消费者选择了一个品牌的智能音箱作为智能家居入口,再购买几件智能硬件进行联动,后续更换整套设备的成本是很高的。正因如此,李天戆觉得,小米事实上是被低估了。</p><p>在招股书中,小米曾经透露,2018年第一季度,其IoT平台连接了1亿台设备(不包括智能手机及笔记本电脑),贡献收入77亿元。从联网数量上看,小米占全球消费物联网市场份额为1.9%,超过了亚马逊的1.2%和苹果的1%。</p><p>一年后的小米2019年第一季度财报显示,IoT与生活消费品收入为120亿元人民币,同比增长56.5%。截至2019年3月,小米AI产品的代表“小爱同学”月活用户数超过4550万,同比增长247.2%。小米IoT平台已连接设备数达到1.71亿部,同比增长70%。小米也不无骄傲地将其称为“全球最大的消费级IoT智能互联平台”。</p><p>在6月18日的中国区闭门会上,雷军形容小米的AIoT业务是“一骑绝尘”,他的乐观并非没有理由。如果能够持续布局智能硬件,抢占AIoT入口,编织起一张高体验、高黏性的智能物联网,这种先发优势的价值,或许会让资本市场重新评估小米的前景。</p><p>雷军在其微信公众号上表示,AIoT“是下一代超级互联网”“AI时代的到来,给了我们比移动互联网时代,还要大至少一个数量级的超级机遇”。雷军肯定不会忘记自己那句脍炙人口的名言:“站在风口上,猪都可以飞起来。”如今,AIoT会是让小米这个庞然大物再次起飞的风口吗?</p><p>在等风来的日子里,小米正在加快对AIoT业务,尤其是智能家居领域的布局。中国家用电器协会发布的数据显示,2018年我国家电主营业务收入达1.49万亿元。市场研究机构StrategyAnalytics预测,全球智能家居市场将持续呈现高速增长,预计到2023年市场规模超过1.3万亿美元。</p><p>这其中,单价更高、蛋糕更大的大家电品类,是小米力图开拓的新边疆。雷军公开表示,小米做大家电“是智能家居落地进入关键阶段的必然选择”。中信证券的分析文章称,小米AIoT以大家电为主要发力点,品类快速扩张,将有望减缓手机需求疲软带来的压力。</p><p>上市当月,小米便低调地在网上发布了米家智能空调。此后,小米和米家更多次在发布会上发布大家电产品。今年4月,小米发布了多款智能电视、立式空调和走步机产品。6月,米家发布了洗烘一体机、烟灶套装和智能门锁等产品。新京报记者7月8日检索小米商城发现,仅不同型号的空调产品,在售的就有6款。</p><p>中怡康线上周度零售监测显示,6・18期间,小米电视和空调产品分别占据了黑色家电和白色家电榜单的第一名和第二名。</p><p>但在十分成熟的大家电行业中,像海尔、美的、西门子、飞利浦这样的国内外家电巨头,会轻易被小米模式“革命”吗?也许没有那么简单。小米生态链企业云米推出互联网对开门冰箱后,李天戆第一时间去看了看,但并没有购买:“它只是把一块屏幕塞到了冰箱里,与其他设备没有什么联动。”</p><p><strong style="padding: 0px; margin: 0px;">多次架构调整</strong></p><p><strong style="padding: 0px; margin: 0px;">大刀阔斧人事调整,雷军称“抛掉速胜论幻想”</strong></p><p>随着小米上市,更多的人选择加入。2019年2月底,雷军透露,小米的员工数为2.3万人。这个数字与小米招股书中显示的14513人(数据截至当年3月底)相比,增长了约60%。创业九年过去,小米再也不是当初那个14个人一起喝粥的小米了。创业时期的扁平化管理模式,也越来越无法管好这个庞大的“超级独角兽”。</p><p>2019年2月份,小米层级制度开始落地。据媒体报道,小米内部头衔大体分为专员-经理-总监和副总裁及以上,层级共设10级,从13级到22级。专员级别为13级左右,经理为16级到17级左右,总监为19级到20级左右,副总裁为22级。</p><p>上市一年以来,小米大刀阔斧的组织架构的调整和人事任命更是多达近十次,且与公司业务重点息息相关。组织架构上,小米成立了集团参谋部和组织部,“加强集团大脑”;成立技术委员会和采购委员会,加码研发和供应链管理;成立线下业务委员会、AIoT战略委员会和设计委员会,提高线下渠道能力、AIoT业务协同和产品设计水平。</p><p>人事调整上,雷军直接兼任中国区总裁,显示出抓好中国市场的决心;高级副总裁王川卸下参谋长职位,专注大家电事业部;供应链专家张峰同时兼任参谋长和集团采购委员会主席;颜克胜掌管质量委员会,硬件、软件的质量把控系于一身。</p><p>大规模的调兵遣将,预示着即将到来的市场大战会有多么残酷。对于雷军来说,他或许永远也不希望小米褪去创业公司的底色。在七月初的产品发布会上,他仍然将小米称作是“无数米粉成就的创业公司”。4月9日,小米九周岁这天,雷军在全员信中“吹响小米踏上创业第二阶段的号角”。</p><p>雷军在无数场合中说过,他创立小米的终极目标是“要改变商业世界中普遍低下的效率”。这也是小米一直强调的价值观――企业不一定是与用户博弈的,它更是值得用户信任的。小米要砍掉一切溢价,让消费者享受到最厚道的价格。</p><p>但要颠覆一个市场,谈何容易。随着小米“鲇鱼效应”的逐渐释放,摸清了小米渠道和技术软肋的竞争对手们,很容易有样学样,用互联网模式反过来抢夺小米的市场。</p><p>资深互联网观察家KESO在小米上市纪录片《一团火》中谈到小米的天花板时表示,曾经小米的想法和做法更具有颠覆性和革命性,但是现在“大家的差异性越来越小了”。</p><p>在手机市场从扩张到萎缩的节点上,已经是大公司的小米需要更强组织力和灵活性。据36氪报道,接手中国区之后的一个月里,雷军面谈了包括中国区核心主管、各省市线下主要业务负责人在内的上百名员工。在6月18日举行的中国区闭门会中,雷军宣布,将向新零售方面追加50亿元投入,用三年时间铸造一支“新零售铁军”。这50亿元将主要用于合作伙伴的额外奖励、渠道创新建设投入、团队培养与激励。</p><p>小米在组织和渠道等方面的大力补课能否带来业绩的提振,还需要时间的检验。但摆在雷军面前的一个问题是,曾经梦想着发起“一场深刻的商业效率革命”的小米,会不会在与友商的缠斗中逐渐被同化呢?</p><p>CC系列发布会结束后的第二天,雷军便马不停蹄给全国各地的小米经销商开动员会。</p><p>作为小米用户,李天戆每天都会打开小米有品APP,看看最近有没有新的生态链产品,但不知为何,“最近的上新速度明显慢了下来”。在他的“安利”下,一些同事和朋友在装修时也用上了许多小米生态链产品。</p><p>与此同时,设计师大童虽然已经离开了小米,但小米的股票依然套牢在手里,“没办法,只能长期持有了”。</p><p>在此前的中国区闭门会上,雷军强调,行业已经到了最寒冷的冬天,小米要抛掉所有“速胜论的幻想”。</p><p>新京报记者 陈维城 实习生 许诺 编辑 徐超 校对 付春</p><p></p><p><div ><div adType="rightAd" requestUrl="https://nex.163.com/q?app=7BE0FC82&c=tech&l=133&site=netease&affiliate=tech&cat=article&type=logo300x250&location=12"></div></div> <p></p>', 'info_n' => null, 'articlesorts' => array(), 'sortname' => null, 'id' => null, 'source_url' => '', 'source_name' => '', 'articles' => array( (int) 0 => array( 'article' => array([maximum depth reached]) ) ), 'sorts' => array( (int) 0 => array( 'sort' => array( [maximum depth reached] ) ), (int) 1 => array( 'sort' => array( [maximum depth reached] ) ), (int) 2 => array( 'sort' => array( [maximum depth reached] ) ), (int) 3 => array( 'sort' => array( [maximum depth reached] ) ), (int) 4 => array( 'sort' => array( [maximum depth reached] ) ), (int) 5 => array( 'sort' => array( [maximum depth reached] ) ), (int) 6 => array( 'sort' => array( [maximum depth reached] ) ), (int) 7 => array( 'sort' => array( [maximum depth reached] ) ), (int) 8 => array( 'sort' => array( [maximum 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src="http://www.adminso.com/attached/image1/2019-07/11/2b9e11ce158c7867cd7b277b9638e770.jpg"></p><p>7月10日上午,小米集团创始人、董事长兼CEO雷军发布微博称,“北漂,奋斗九年多,终于买房了!小米科技园,8栋楼,34万平方米,52亿造价!”该微博迅即获得4万多点赞,5000多留言。</p><p>7月10日当天,小米收盘价为9.59港元,相比一年前的发行价17港元,下跌43.59%;市值2305.41亿港元(约合295亿美元),相比一年前上市宣传时的估值1000亿美元,差距甚远。</p><p>“要让在上市首日买入小米公司股票的投资人赚一倍。”一年前的7月9日,香港证券交易所,雷军用他标志性的湖北普通话说道。发言中,他讲到创业伊始一起喝的小米粥,讲到一直支持着小米的“米粉”们,雷军眼角几度泛起泪光。</p><p>抱着这份期待,刚刚入职小米三个月的UI设计师大童(化名),花了5万多港元,买了小米3000股股票。然而上市当天,小米股价破发。现在一年过去了,小米“跌跌不休”的股价让年轻的股民大童直呼“连看都不敢看”。</p><p>小米也认识到问题严重。2019年1月的小米年会上,雷军说:“同学们,可能每个人都感受到了,冬天已经来了。”“2019年我们即将面临最严峻的挑战,没有一丝一毫盲目乐观的余地。”在上市这一年中,过冬的小米进行了大刀阔斧的组织结构调整、线下渠道的强化和产品线梳理,其效果还有待观察。但仍有不少爱用小米产品的“米粉”们相信,小米是“被低估了”。</p><p>在上市路演中,雷军曾经说过,好的公司靠利润,伟大的公司靠人心,小米要做伟大的公司。但是一切都用数字衡量的市场和投资者们,会给小米一个“伟大的机会”吗?</p><p>在不久前的中国区闭门会上,雷军强调,行业已经到了最寒冷的冬天,小米要抛掉所有“速胜论的幻想”。</p><p><strong style="padding: 0px; margin: 0px;">小米北京安“家”</strong></p><p><strong style="padding: 0px; margin: 0px;">9月底搬新家,一个月内回购18次股票</strong></p><p>“小米的新家,小米科技园终于落成了!马上开始搬家,预计九月底搬完”。7月9日21时53分,雷军在微博上宣布了这一消息,照片中他喜笑颜开。在当晚的开园仪式现场,上千名小米员工摩肩接踵。第二天一早,雷军又在微博上开玩笑称:“北漂,奋斗九年多,终于买房了!”7月10日,新京报记者在园区看到,8栋楼中只有F楼一层有人在办公。小米内部人士透露,正式的搬迁尚未开始。</p><p ><img src="http://www.adminso.com/attached/image1/2019-07/11/d217404deb3513ebf57b32df35acd1f1.jpg"></p><p>雷军上一次如此兴奋,也许要回到一年前。2018年7月9日上午,港交所内小米高管一字排开,中间是一面比人还高的铜锣――这是为了迎接港股“同股不同权”第一股小米集团而特制的。容光焕发的雷军拿起裹着红绸的木槌,鸣响了小米上市的大锣。不过上市一年来的小米并未如当晚庆功宴上雷军所言“让投资者赚一倍”,股价持续下跌。</p><p>2019年7月3日,小米宣布再次回购512万股B类普通股,耗资约4993.89万港元。6月初,小米股价一度触及8.91港元的历史最低点。从6月3日开始,在一个月的时间里,小米已经开展了18次回购操作,总耗资在10亿港元上下。7月10日当天,小米股价仍低于10港元,收于9.59港元。</p><p ><img src="http://www.adminso.com/attached/image1/2019-07/11/322cae1347dee8d1544584a6828fa5d6.png"></p><p>小米上一轮股票回购是在今年1月份。当时小米上市后的半年禁售期已过,30亿股股票解冻,达到整体发行股的19%。而彼时的回购效果也十分显著。据小米透露,1月17日首次回购时,小米仅仅花费6000万港元,就实现了股价最高6%的提振。</p><p>小米股价的疲软,并非没有预兆。随着上市的脚步越发临近,各方透露的小米估值依次滑落:从风传的2000亿美元,到投行预测的1000亿美元,再到承销商给出的750亿-850亿美元,直到最终上市时锁定为539亿美元,不仅低于此前550亿美元的估值底线,距离其四年前融资时的450亿美元也没有高出太多。</p><p>关于风传的2000亿美元和1000亿美元估值,雷军曾用“市梦率”来解释。他认为投资者给予小米高估值,与小米手机当下销量关系不大,他们看到的是小米手机的未来。</p><p>小米2018年财报中披露:小米硬件综合税后净利率不足1%。相比较之下,2019年Q1,仅占一成营收的互联网服务毛利润29亿,毛利润率是智能手机的约20倍,占总公司毛利的56%。</p><p>业界不难理解雷军的打算:在拿不赚钱的智能手机赢得大量客户之后,小米需要用利润丰厚的互联网服务来完成商业模式的闭环。在资本市场上,互联网公司的市盈率显著高于制造业,其盈利前景也更被投资者看好。</p><p>不过小米上市招股书披露,2018年第一季度,小米互联网服务业务的收入占公司营业收入的比例为9.4%。相比之下,小米智能手机业务的同期营收则占了公司营业收入的67.5%。</p><p>一年后的2019年第一季度,小米的互联网服务营收占比略微提升至9.7%,智能手机业务的营收比例则下降到61.7%。从总体上看,小米的“手机依赖”略有减轻,其他业务的比重有所上升,但其营收结构并没有得到根本改善。</p><p>上市前夕,小米临时决定取消了以CDR方式内地同步发行的计划,代之以先港股、再A股的先后发行。如今,一年过去了,小米申请推迟召开发审委会议的公告还挂在公司的官网上,而被推迟的A股CDR发行再无下文。在港交所,小米的认购也仅仅超出了十倍,与平安好医生、阅文集团等2017年港股上市的新经济企业动辄数百倍的认购相比,小米并不受投资者追捧。而国金证券等金融机构更是对小米的股票给出了“减持”的评级。</p><p>6月6日,小米MIUI体验总负责人在微博上宣布,小米将进行MIUI广告的全面整治,措施包括下架一批广告位,清理低俗内容等。这轮整治的原因在于,许多用户已经对于MIUI内无处不在的广告忍无可忍。</p><p>2019年Q1,小米广告业务23亿的营收占互联网总营收43亿元的一半以上。小米必须在财务报表和用户体验之间进行艰难的平衡。</p><p><strong style="padding: 0px; margin: 0px;">主业腹背受敌</strong></p><p><strong style="padding: 0px; margin: 0px;">手机市场下行,雷军争夺“女人心”</strong></p><p>理工男雷军右手在眼前比了一个“OK”的手势,左手举起手机,按下了快门。今年正好年届半百的他,笑起来有着明显的鱼尾纹。但照片中他的皮肤看起来白嫩了许多――这是小米7月份刚刚发布的CC系列手机主打的美颜功能。</p><p>这张自拍,很快发在了雷军的小红书账号上。在主打“潮流外观+拍照”的CC系列发布前后,为了“赢得女人心”,雷军可谓下足了工夫。又是发自拍,又是拍vlog,在发布会上,他说着“blingbling”这样的流行语,还号召大家去关注他的小红书。</p><p>雷军手中拿的CC9美图定制版,其美颜功能全部由美图团队MTlab打造,“与真正的美图手机一模一样”,售价2599元,比CC9标准版的最高配价格还高出了600元。</p><p>开售当天,北京合生汇小米之家的员工告诉新京报记者,CC9里卖得最好的,正是这款美图“血统”最纯正的美图定制版,一天下来库存已经不多了。</p><p>从“为发烧而生”到“赢得女人心”,小米走过一条坎坷的路。发烧友们天生带有极客血统,直男色彩浓厚。CC系列则直指更注重外观和拍照等感性色彩更重要的女性市场,小米手机在布局上静悄悄地发生着改变。</p><p>小米在港股上市的2018年,正逢全球和中国手机市场开始触顶萎缩。据市场调研机构IDC发布的数据,2019年第一季度全球智能手机出货量为3.108亿部,比2018年第一季度的3.327亿部下降了6.6%。IDC还预测,2019年全年,全球智能手机出货量相比于2018年还将下降1.9%。</p><p>市场的整体下行,不仅挤压着锤子、360手机这样的边缘厂家,更给榜单头部的“华米OV”带来巨大的压力。近身肉搏之下,小米在国内市场的占有率从2018年Q1的13%下降到了2019年Q1的11%,下降2个百分点。</p><p>2019年的显著趋势是,“华米OV”你追我赶的格局已经变成了“一超多强”。华为手机在国内持续加码,份额不断上升。携5G和折叠屏等技术优势,华为已经独自处于第一阵营。小米、OPPO、vivo正逐渐成为第二阵营。小米手机必须“有所为有所不为”。</p><p>StrategyAnalytics高级分析师吴怡雯认为,从2019年初至今,小米一直处于梳理品牌战略的过程中。这一过程包括了组织架构的调整,直接影响了小米产品发布的节奏和渠道库存的管理。这些内部因素对小米手机的销量带来了负面影响。小米在中国遇到的瓶颈是手机整体市场下滑,且用户换机需求以中高端产品为主。</p><p>小米的用户群也在发生改变。“米粉”李天戆到现在还记得自己那部小米3是多么“低价又好用”。但随着自己工作年限增加,薪资上涨,他对价格已经没那么敏感:“你的用户成长了,你的产品是不是也应该随着用户的成长,把层次分清楚?”</p><p>2018年下半年,小米庞杂且混乱的产品线,已经到了不得不梳理的时候。进入2019年,这种梳理的成果开始密集面世:将红米系列独立为Redmi品牌,专攻性价比市场;小米手机的重心则被规划为四点:探索创新科技、追求极致体验、专注细分市场、强化品牌特色。</p><p>重新定位的小米手机,将砍掉Note系列、Max系列、Play系列等让用户难以分辨的产品条线,将精力集中在商务旗舰MIX系列、科技市场数字系列以及年轻时尚的CC系列。</p><p>吴怡雯认为,从外部市场看,中国和印度是小米最大的两个市场,合计在1季度为小米贡献了70%以上的出货量。小米在印度市场虽然保持了出货量第一的名次,但也面临着以Realme为代表的新晋线上品牌的挑战。</p><p>小米CFO周受资7月3日接受媒体采访时表示:“全球移动互联网行业有3万亿美元规模,手机是小米不能打输的仗。”</p><p>毕竟,小米的“AIoT”梦想需要建造在小米手机不断扩大的市场用户群的基础上。</p><p><strong style="padding: 0px; margin: 0px;">布局物联网</strong></p><p><strong style="padding: 0px; margin: 0px;">依靠场景驱动,小米深挖“生态护城河”</strong></p><p>晚上回到家,互联网从业者李天戆一进门,家里的灯就自动打开了。躺在床上,只需要一句话,就可以控制几乎所有电器。</p><p>“实在太方便了。”李天戆购买了五款小爱智能音箱,放在家里的每一个房间,这样“在家里走到客厅、走到卧室,或者走到厨房、走到厕所,我都可以用。”</p><p>对于这位AI产品经理来说,小米的AI技术“说白了不先进,就特别基础的功能”。在他看来,厂商们的AI技术水平,无论是语音识别还是与人的互动,差异并不大。但小米做到了将技术“融入到它该有的场景里,能提高你的效率,提高你的便利性”。即使是基础的技术,只要用对了场景,也会显得“非常高大上”。</p><p>李天戆告诉新京报记者,在这种场景驱动而非技术驱动的模式中,小米的护城河其实比外人想象的要深。“真正难以超越的,是它配套的周边生态。”在他看来,小米生态链标准化程度高,协同性好,联动起来产生的价值也更大。</p><p>阿里巴巴人工智能实验室相关负责人对新京报记者表示,天猫精灵与小爱同学在两方面明显不同:首先,应用生态链方面,天猫精灵是与品牌合作共生,而小爱同学是应用在小米的自有生态里;其次,在内容端也不同,前者与合作方共同研究用户,并推出其需求产品,而后者则是更多把运营交给合作方。</p><p>当消费者选择了一个品牌的智能音箱作为智能家居入口,再购买几件智能硬件进行联动,后续更换整套设备的成本是很高的。正因如此,李天戆觉得,小米事实上是被低估了。</p><p>在招股书中,小米曾经透露,2018年第一季度,其IoT平台连接了1亿台设备(不包括智能手机及笔记本电脑),贡献收入77亿元。从联网数量上看,小米占全球消费物联网市场份额为1.9%,超过了亚马逊的1.2%和苹果的1%。</p><p>一年后的小米2019年第一季度财报显示,IoT与生活消费品收入为120亿元人民币,同比增长56.5%。截至2019年3月,小米AI产品的代表“小爱同学”月活用户数超过4550万,同比增长247.2%。小米IoT平台已连接设备数达到1.71亿部,同比增长70%。小米也不无骄傲地将其称为“全球最大的消费级IoT智能互联平台”。</p><p>在6月18日的中国区闭门会上,雷军形容小米的AIoT业务是“一骑绝尘”,他的乐观并非没有理由。如果能够持续布局智能硬件,抢占AIoT入口,编织起一张高体验、高黏性的智能物联网,这种先发优势的价值,或许会让资本市场重新评估小米的前景。</p><p>雷军在其微信公众号上表示,AIoT“是下一代超级互联网”“AI时代的到来,给了我们比移动互联网时代,还要大至少一个数量级的超级机遇”。雷军肯定不会忘记自己那句脍炙人口的名言:“站在风口上,猪都可以飞起来。”如今,AIoT会是让小米这个庞然大物再次起飞的风口吗?</p><p>在等风来的日子里,小米正在加快对AIoT业务,尤其是智能家居领域的布局。中国家用电器协会发布的数据显示,2018年我国家电主营业务收入达1.49万亿元。市场研究机构StrategyAnalytics预测,全球智能家居市场将持续呈现高速增长,预计到2023年市场规模超过1.3万亿美元。</p><p>这其中,单价更高、蛋糕更大的大家电品类,是小米力图开拓的新边疆。雷军公开表示,小米做大家电“是智能家居落地进入关键阶段的必然选择”。中信证券的分析文章称,小米AIoT以大家电为主要发力点,品类快速扩张,将有望减缓手机需求疲软带来的压力。</p><p>上市当月,小米便低调地在网上发布了米家智能空调。此后,小米和米家更多次在发布会上发布大家电产品。今年4月,小米发布了多款智能电视、立式空调和走步机产品。6月,米家发布了洗烘一体机、烟灶套装和智能门锁等产品。新京报记者7月8日检索小米商城发现,仅不同型号的空调产品,在售的就有6款。</p><p>中怡康线上周度零售监测显示,6・18期间,小米电视和空调产品分别占据了黑色家电和白色家电榜单的第一名和第二名。</p><p>但在十分成熟的大家电行业中,像海尔、美的、西门子、飞利浦这样的国内外家电巨头,会轻易被小米模式“革命”吗?也许没有那么简单。小米生态链企业云米推出互联网对开门冰箱后,李天戆第一时间去看了看,但并没有购买:“它只是把一块屏幕塞到了冰箱里,与其他设备没有什么联动。”</p><p><strong style="padding: 0px; margin: 0px;">多次架构调整</strong></p><p><strong style="padding: 0px; margin: 0px;">大刀阔斧人事调整,雷军称“抛掉速胜论幻想”</strong></p><p>随着小米上市,更多的人选择加入。2019年2月底,雷军透露,小米的员工数为2.3万人。这个数字与小米招股书中显示的14513人(数据截至当年3月底)相比,增长了约60%。创业九年过去,小米再也不是当初那个14个人一起喝粥的小米了。创业时期的扁平化管理模式,也越来越无法管好这个庞大的“超级独角兽”。</p><p>2019年2月份,小米层级制度开始落地。据媒体报道,小米内部头衔大体分为专员-经理-总监和副总裁及以上,层级共设10级,从13级到22级。专员级别为13级左右,经理为16级到17级左右,总监为19级到20级左右,副总裁为22级。</p><p>上市一年以来,小米大刀阔斧的组织架构的调整和人事任命更是多达近十次,且与公司业务重点息息相关。组织架构上,小米成立了集团参谋部和组织部,“加强集团大脑”;成立技术委员会和采购委员会,加码研发和供应链管理;成立线下业务委员会、AIoT战略委员会和设计委员会,提高线下渠道能力、AIoT业务协同和产品设计水平。</p><p>人事调整上,雷军直接兼任中国区总裁,显示出抓好中国市场的决心;高级副总裁王川卸下参谋长职位,专注大家电事业部;供应链专家张峰同时兼任参谋长和集团采购委员会主席;颜克胜掌管质量委员会,硬件、软件的质量把控系于一身。</p><p>大规模的调兵遣将,预示着即将到来的市场大战会有多么残酷。对于雷军来说,他或许永远也不希望小米褪去创业公司的底色。在七月初的产品发布会上,他仍然将小米称作是“无数米粉成就的创业公司”。4月9日,小米九周岁这天,雷军在全员信中“吹响小米踏上创业第二阶段的号角”。</p><p>雷军在无数场合中说过,他创立小米的终极目标是“要改变商业世界中普遍低下的效率”。这也是小米一直强调的价值观――企业不一定是与用户博弈的,它更是值得用户信任的。小米要砍掉一切溢价,让消费者享受到最厚道的价格。</p><p>但要颠覆一个市场,谈何容易。随着小米“鲇鱼效应”的逐渐释放,摸清了小米渠道和技术软肋的竞争对手们,很容易有样学样,用互联网模式反过来抢夺小米的市场。</p><p>资深互联网观察家KESO在小米上市纪录片《一团火》中谈到小米的天花板时表示,曾经小米的想法和做法更具有颠覆性和革命性,但是现在“大家的差异性越来越小了”。</p><p>在手机市场从扩张到萎缩的节点上,已经是大公司的小米需要更强组织力和灵活性。据36氪报道,接手中国区之后的一个月里,雷军面谈了包括中国区核心主管、各省市线下主要业务负责人在内的上百名员工。在6月18日举行的中国区闭门会中,雷军宣布,将向新零售方面追加50亿元投入,用三年时间铸造一支“新零售铁军”。这50亿元将主要用于合作伙伴的额外奖励、渠道创新建设投入、团队培养与激励。</p><p>小米在组织和渠道等方面的大力补课能否带来业绩的提振,还需要时间的检验。但摆在雷军面前的一个问题是,曾经梦想着发起“一场深刻的商业效率革命”的小米,会不会在与友商的缠斗中逐渐被同化呢?</p><p>CC系列发布会结束后的第二天,雷军便马不停蹄给全国各地的小米经销商开动员会。</p><p>作为小米用户,李天戆每天都会打开小米有品APP,看看最近有没有新的生态链产品,但不知为何,“最近的上新速度明显慢了下来”。在他的“安利”下,一些同事和朋友在装修时也用上了许多小米生态链产品。</p><p>与此同时,设计师大童虽然已经离开了小米,但小米的股票依然套牢在手里,“没办法,只能长期持有了”。</p><p>在此前的中国区闭门会上,雷军强调,行业已经到了最寒冷的冬天,小米要抛掉所有“速胜论的幻想”。</p><p>新京报记者 陈维城 实习生 许诺 编辑 徐超 校对 付春</p><p></p><p><div ><div adType="rightAd" requestUrl="https://nex.163.com/q?app=7BE0FC82&c=tech&l=133&site=netease&affiliate=tech&cat=article&type=logo300x250&location=12"></div></div> <p></p>' $info_n = null $articlesorts = array() $sortname = null $id = null $source_url = '' $source_name = '' $articles = array( (int) 0 => array( 'article' => array() ) ) $sorts = array( (int) 0 => array( 'sort' => array( 'id' => '1', 'sort_name' => '娱乐休闲' ) ), (int) 1 => array( 'sort' => array( 'id' => '2', 'sort_name' => '工商与经济' ) ), (int) 2 => array( 'sort' => array( 'id' => '3', 'sort_name' => '电脑与网络' ) ), (int) 3 => array( 'sort' => array( 'id' => '4', 'sort_name' => '公司与企业' ) ), (int) 4 => array( 'sort' => array( 'id' => '5', 'sort_name' => '教育与培训' ) ), (int) 5 => array( 'sort' => array( 'id' => '6', 'sort_name' => '文学' ) ), (int) 6 => array( 'sort' => array( 'id' => '7', 'sort_name' => '艺术' ) ), (int) 7 => array( 'sort' => array( 'id' => '8', 'sort_name' => '体育与健身' ) ), 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'title_' => null, 'keywords_' => null, 'description_' => null ) ), (int) 12 => array( 'articlesort' => array( 'id' => '73', 'sortname' => '大数据', 'parentid' => '0', 'depthid' => '0', 'updatetime' => '2018-10-26 15:33:52', 'pubdatetime' => '2018-10-26 15:33:52', 'isshow' => '1', 'two_domain' => '', 'theme' => '', 'pinyin' => 'bigdata', 'title_' => '大数据', 'keywords_' => '大数据分析,互联网大数据分析', 'description_' => '大数据栏目提供区块链,物联,金融等各种大数据的分析。' ) ) ) $url = 'http://www.adminso.com' $title_for_layout = '站长搜索' $user = null $recommend_sorts = array( (int) 0 => array( 'nsort' => array( 'id' => '373', 'nsort_name' => '教育学', 'sort_id' => '15' ) ), (int) 1 => array( 'nsort' => array( 'id' => '325', 'nsort_name' => '电子商务', 'sort_id' => '13' ) ), (int) 2 => array( 'nsort' => array( 'id' => '283', 'nsort_name' => '航空航天', 'sort_id' => '11' ) ), (int) 3 => array( 'nsort' => array( 'id' => '204', 'nsort_name' => '篮球', 'sort_id' => '8' ) ), (int) 4 => array( 'nsort' => array( 'id' => '35', 'nsort_name' => 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View::render() - CORE/Cake/View/View.php, line 473 Controller::render() - CORE/Cake/Controller/Controller.php, line 963 Dispatcher::_invoke() - CORE/Cake/Routing/Dispatcher.php, line 200 Dispatcher::dispatch() - CORE/Cake/Routing/Dispatcher.php, line 167 require - APP/webroot/index.php, line 92 [main] - ROOT/index.php, line 41</pre></div></pre>,站长资讯 - Power by 站长搜索(http://www.adminso.com) Notice (8): Undefined index: art_intro [APP/View/articles/m_view.html, line 7]" />
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