The Xiaomi Mi 12 series conference lasted more than three hours, and surprises are often inadvertent. Just like the pricing of the Xiaomi 12 series, no one thought that Lei Jun would play like this, under the premise of the global lack of screens and sharp costs, the Xiaomi 12 series is a comprehensive price reduction process relative to the Xiaomi 11 series, which also sets the tone for the flagship in 2022.
Why? We can compare the price of Xiaomi Mi 12 with Xiaomi Mi 11. At that time, Xiaomi 11 played with the amount of increase without price increase, and the previous generation also started at 3999 yuan; and this generation of Xiaomi 12 was 3699 yuan, which was relatively cheaper by 300 yuan. But in addition to the smaller screen, all other aspects are qualitative upgrades. Lei Jun has also said more than once that the smaller the screen, the smaller the internal space of the mobile phone, and the cost is higher than that of the large screen.
This is true of the Xiaomi Mi 12, and even more so with the Xiaomi Mi 12 Pro. The Xiaomi Mi 11 Pro is priced at 4999, 5299, and 5699, while the Xiaomi Mi 12 Pro is priced at 4699, 4999, and 5399, which is relatively cheaper by 300 pieces. But its upgrade is even bigger, from performance to screen, from battery to fast charging, from speakers to imaging systems... All are big upgrades.
Previously, many people were speculating that the Xiaomi 12 series would at least remain above the price of the Xiaomi 11 series, and no one thought that Lei Jun would play this time to increase the amount and reduce the price. Think about it, with Xiaomi's current influence, it has completely the ability to set its own prices. As soon as the price of the Xiaomi Mi 12 series came out, the impact on the pricing of the subsequent release of the model was huge. Its competitors will definitely be on par with Xiaomi in terms of price strategy, so Lei Jun has done another great thing. In the future, even if consumers do not start the Xiaomi Mi 12 series, it will cost a lot less to buy their competitors' products under at least the same conditions than the previous generation of flagships.
Pricing strategies have changed, and so has model positioning. Previously, the Xiaomi digital series gave people the impression of crazy pile hardware, and now Lei Jun says that hardware is the foundation, and everything is for the experience. Therefore, this time Lei Jun talked more about the problem of embodiment, rather than talking about hardware. This is why Lei Jun said that Xiaomi should officially benchmark Apple, because the overall performance of the Xiaomi 12 series can indeed be as hard as the iPhone 13 series.