Mi fans spend more than 6,000 yuan a year to buy more than 1,000 mobile phone themes

Editor’s Note:

Seeing such a willful Apple fan is really intoxicating. Xiaomi should give him the most tinkering award. And most of the people who buy themes are men! I looked at my phone and quietly put it away. Should I change to Xiaomi or question my gender? The world is changing too fast...

If the average price of MIUI themes is 6 yuan (in fact, it may not be that high), 6,000 yuan can buy 1,000 themes, plus the free ones, an average of 3-4 themes a day or even more... It sounds incredible. Even Xiaomi Vice President and MIUI Director Hong Feng bluntly said that it was "incomprehensible", but some people do this. The most "rich" MIUI user spent 6,100 yuan a year buying themes, and the user ranked 10th also spent 2,818 yuan buying themes.

This is a piece of data shown in a user data report released by the MIUI team at the Xiaomi theme summit today. There are also more intriguing data.

"It's quite interesting to look at the data. I originally thought that women were the main users of the theme. Even taking into account the fact that most Xiaomi users are male, the ratio was at most one to one. I didn't expect that male users accounted for three-quarters." Hong Feng.

"I have given up predicting the preferences of those born in the 1990s and 2000s." This is Hong Feng's answer when asked whether he would consider the tastes of young people and choose some lively and youthful artists as partners (MIUI plans to introduce theme works by high-end artists in an orderly manner).

There is no doubt that people born after 1990 are the main users of MIUI, and people under the age of 24 account for 59.9% of the total users.

What do they search for on MIUI? "Free", "Naruto", "One Piece"...

In addition, at today's theme summit, Xiaomi brought a set of quite amazing data.

• By the end of 2014, Xiaomi's theme ecosystem had more than 9,700 high-quality themes, and more than 3,000 designers had submitted their works to the Xiaomi Theme Store. The total number of downloads of various themes reached 2.8 billion times, and the total number of downloads of other content such as wallpapers and ringtones exceeded 14 billion times;

• In 2014, there were designers in Xiaomi's theme ecosystem with annual revenue exceeding 1 million yuan, with individual designers earning 180,000 yuan a month and designer teams earning 400,000 yuan a month.

• In 2014, there were 26 themes with revenue exceeding 100,000 yuan, 73 themes with revenue between 50,000 and 100,000 yuan, and 666 themes with annual revenue exceeding 10,000 yuan.

• …

"I am very worried about the stability of our own design team because they communicate with these 'tycoons' every day." Hong Feng joked.

So many users are keen on using themes, and so many designers have gained good commercial returns from mobile phone themes, which seems somewhat incredible to non-typical theme users. As for some unexpected data and phenomena, Hong Feng repeatedly used words such as "incomprehensible" and "give up prediction" in the subsequent interviews at the summit.

It’s not that I don’t understand, it’s just that the world is changing too fast.

Compared with 2013, the number of MIUI themes, the number of designers, the number of downloads and the scale of revenue in 2014 have increased several times. In 2015, the MIUI team will adopt more operational means and incentive mechanisms to maintain the growth scale and "help more designers realize their product dreams and entrepreneurial dreams."

What did MIUI gain from this? At least so far, MIUI themes should not have brought Xiaomi considerable income, and it is even possible that the input is greater than the output (according to Hong Feng, 70% of the income from MIUI themes is distributed to designers, and the remaining income may not be enough to maintain the operation of the MIUI team and purchase IP and other investments). However, Xiaomi did not expect much direct commercial return from MIUI themes, but it is an important soft power of Xiaomi. In the words of user Hong Feng, "I hope users will fall in love with Xiaomi phones because of MIUI themes."