Lei Jun announced that it was benchmarking Apple, saying that in the next 5 years, 100 billion yuan will be invested in research and development, which is more than the sum of profits in the past 11 years

"Xiaomi officially benchmarked Apple and learned from Apple," Lei Jun said at tonight's press conference.

On the evening of December 28, Xiaomi Group (01810. HK) xiaomi brand held a "xiaomi 12" new product launch conference. Lei Jun, founder, chairman and CEO of Xiaomi Group, said at the press conference that in the next five years, Xiaomi will invest 100 billion yuan in research and development funds, and officially benchmark Apple in product strategy and learn from Apple.

After announcing the benchmarking of Apple, Xiaomi released three new machines: Xiaomi Mi 12, Xiaomi Mi 12 Pro and small size quasi-flagship Xiaomi Mi 12X. Red Star Capital Bureau learned that the Xiaomi 12 series is the first time xiaomi has planned a "big and small double flagship" configuration. Lei Jun said that the Xiaomi Mi 12 Pro benchmarks the iPhone 13 Pro Max, and the Xiaomi Mi 12 benchmarks the iPhone 13.

Lei Jun announced "benchmarking apples"

The Xiaomi Mi 12 series refers to the iPhone 13 series

A week before the press conference, Lei Jun was on Weibo hot search for announcing the benchmark apple.

On December 21, Lei Jun announced on Weibo that Xiaomi's high-end mobile phones have officially begun to benchmark Apple, "learning from Apple" in terms of product quality and specifications.

On the evening of December 28, as soon as the Xiaomi new product launch conference began, Lei Jun once again emphasized: "Xiaomi officially benchmarked Apple and learned from Apple." Lei Jun said that to make a small-size high-end machine, it is not only the strength, but also the courage and determination to challenge Apple. Subsequently, the topic "Lei Jun" topped the Weibo hot search list.

After announcing the benchmarking of Apple, Xiaomi released three new machines, two of which have a "benchmarking" plan. The first is the tit-for-tat plan for the "dual-size dual high-end" specifications as apple's iPhone 13 series. Secondly, Lei Jun said that the Xiaomi Mi 12 Pro is benchmarked against the iPhone 13 Pro Max, and the Xiaomi Mi 12 is benchmarked against the iPhone 13.

In addition to mobile phones, miui 13, xiaomi watch S1, xiaomi real wireless noise canceling headphones 3 and other new products released together.

According to Lei Jun, the price of the small-size flagship Xiaomi Mi 12 starts from 3699 yuan and the highest is 4399 yuan; the all-round flagship Xiaomi 12 Pro is priced at 4699 yuan -5399 yuan; the Xiaomi Mi 12X has the lowest price, from 3199 yuan to 3799 yuan.

In addition, Xiaomi has also released a number of new products, including the Xiaomi Paipai 4K HD screen projector priced at 499 yuan, the Xiaomi Watch S1 starting from 1049 yuan, and the Xiaomi True Wireless Noise Reduction Headphones 3.

It said that it will invest 100 billion yuan in 5 years of research and development

More than the sum of Xiaomi's profits in the past 11 years of entrepreneurship

Taking the opportunity of the release of the new machine, Lei Jun also announced: "In the next five years, R & D investment will increase to 100 billion, die hardcore technology, and never live up to the expectations of rice noodles!" "And that's more than Xiaomi's 11 years of profit combined."

But the reality is that Xiaomi wants to achieve "three years to impact the world's first!" "The goal is not easy. In front of Xiaomi, there are two strong opponents of Apple and Samsung, and the domestic Huawei and Oppo and Vivo should not be underestimated.

It is worth mentioning that Apple (AAPL.US), which is regarded as the benchmark by Xiaomi, had a net revenue of $81.434 billion in the second quarter of 2021, an increase of 36% over $59.685 billion in the same period last year, setting a record. Greater China net revenue was $14,762 million, compared to $9,329 million in the year-ago quarter, an increase of 58% year-over-year. Among them, iPhone revenue increased by 49.78% year-on-year to $39.57 billion.

In the third quarter of 2021, Xiaomi Group achieved revenue of 78.06 billion yuan, an increase of 8.2% year-on-year; adjusted net profit was 5.2 billion yuan, an increase of 25.4% year-on-year. In the smartphone business, Xiaomi's revenue for the quarter was 47.8 billion yuan, with a gross profit margin of 12.8%, an increase of 4.4% year-on-year.

Red Star News reporter Yu Yao Qiang Ya Milling

Edited by Tao Yueyang

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