[Mobile China] Just yesterday, Xiaomi Lei Jun posted on Weibo, introducing the details of the first important meeting of the Xiaomi Tiger Year - the high-end strategy seminar to the outside world. This meeting made it clear that the high-end road is the only way for Xiaomi to grow, and it is also a life-and-death battle for Xiaomi's development, and Xiaomi will unswervingly implement the high-end strategy.
Lei Jun announced at the meeting that Xiaomi officially set up a high-end strategy working group, and the product and experience should be fully benchmarked against the iPhone, aiming to win the first place in the domestic high-end mobile phone market share within three years. He also said that Xiaomi's high-end road cannot be achieved overnight, and it is necessary to firmly believe that Qingshan will not relax, maintain long-term strategic determination and continuous investment, and resolutely implement the "5-year 100 billion" research and development plan.
Xiaomi has clearly defined the strategic route of high-end
Xiaomi's strategic plan has also triggered heated discussions among netizens on the Internet. In this regard, some netizens said that do not shout slogans, always emphasize high-end, improve the performance and user experience of products is the last word, and everyone naturally pays for the product. Some netizens also expressed their support for domestic brands to develop diversified products.
Everyone wants to make a high-end mobile phone
At present, the domestic mobile phone market competition is very fierce, the speed of mobile phone product replacement is faster and faster year by year, and the function of the product is getting better and better every year. In the field of domestic high-end mobile phones, only Huawei can be said to have been more prominent among domestic brands, and it is the foreign brand Apple that occupies the most in the domestic high-end mobile phone market.
IPhone
2021 has ended, in the past year, the domestic high-end flagship mobile phone market has appeared a rare vacancy, although the brand of new machines continue, but the head of the high-end market in the pace of slowing down, for other mobile phone manufacturers is a rare opportunity. After all, the domestic smart phone market is huge, the high-end market is also a part that cannot be ignored, only the comprehensive development of low, medium and high can grasp the right to speak and firmly establish a foothold. Therefore, expanding the high-end mobile phone business is the only way to make the brand stronger and bigger, so the competition between major mobile phone manufacturers in the high-end market has become more intense.
In the past year, the competition of domestic mobile phones has shifted from the competition of brands to the competition of high-end models, we can see a variety of new technologies, designs emerge in an endless stream, spelling pixels on the image, the number of lenses, spelling resolution on the screen, refresh rate, material, OPPO, vivo, glory, etc. are testing the high-end field, everyone wants to get a piece of the high-end market.
The road to high-end millet
In fact, Xiaomi has shouted the slogan of impacting the high-end as early as a few years ago, and Lei Jun also introduced that Xiaomi's high-end road has been gone for 2 years, which has both successes and setbacks.
At the end of 2021, Xiaomi released its latest digital flagship - Xiaomi 12 series, the products have been carefully designed from the inside out, grasping every detail, screen, performance, photography and other aspects are giving people different surprises.
Xiaomi Mi 12 series
According to the official report of Xiaomi, the sales of the Xiaomi 12 series reached 1.8 billion yuan within five minutes of sale, which is a big improvement compared with the previous 5-minute sales of Xiaomi 11 to 1.5 billion. In addition, the first month of shipments of Xiaomi 12 and 12 Pro exceeded the sum of other brands Snapdragon 8 mobile phones, of which Xiaomi 12 Pro also became the Jingdong and Tmall January 4000 yuan + price segment Android sales champion, which is a good news for xiaomi that impacts high-end, but also reflects consumer recognition of this model, and the market response is also relatively good.
Yesterday, Lei Jun also said that it has reached a new stage, and in the future, Xiaomi will move from strategic attempts to strategic attacks, from performance leadership to experience priority. Xiaomi will firmly focus on mobile phones, comprehensively deepen the core strategy of "mobile phone × AloT", and create an intelligent ecology in the field of experience.
Advantages and disadvantages of Xiaomi
Although the sales of the Xiaomi 12 series are considerable, and Xiaomi has also formulated high-end strategic plans and goals, whether it can achieve these goals and successfully walk out of its own high-end road depends on the performance of Xiaomi next.
The ideal is very full, the reality is very bone. In recent years, domestic mobile phone manufacturers have repeatedly impacted the high-end, but the results are not optimistic. Due to the certain gap in technology, the road to high-end is difficult to go step by step. In the view of mobile phone China, this road can not be rushed, must be taken step by step solid. Zhao Ming, CEO of Honor, once said that the road huawei has traveled provides a good reference for everyone, and the construction of high-end brands, there is no shortcut, there is no fluke, that is, to return to the bottom of innovation in a down-to-earth manner, and constantly break through technology and consumer experience.
On the whole, Xiaomi does have certain advantages, and the reason why it dares to shout out the slogan of "benchmarking the iPhone" and set up the flag of "winning the first domestic high-end mobile phone market share in three years" is also because it has a certain confidence.
For example, in terms of R & D investment continues to increase, Xiaomi said that it will invest 100 billion yuan in research and development in the next 5 years, so that technology, brand, service and other aspects of a comprehensive breakthrough, indicating Xiaomi's determination to impact the high-end market to gain market share. At present, Xiaomi has achieved certain results in charging power, taking pictures, etc., and has launched a self-developed surging chip.
In addition, the accumulation of experience in two years is also an advantage that Xiaomi cannot ignore, and we see that the Sales of the Xiaomi 12 series launched at the end of last year are eye-catching, which to a certain extent also shows that Xiaomi is now gradually entering a good state in the high-end market.
However, Xiaomi still has very big challenges in terms of shipments and high-end. In terms of shipments, according to the global smartphone share in 2021 released by Canalys, Xiaomi ranks third in the world with a share of 14%. Looking at the domestic mobile phone market, most of the domestic mobile phone brands rely on Qualcomm's high-end chips, and there is still a big gap in self-developed chips, and there are still deficiencies in performance. The same is true for Xiaomi, whose high-end products still have a certain gap with Apple.
There is also a very important point is the price of mobile phones, as we all know, Xiaomi's products are famous in the mobile phone market for "cost performance", and civilian prices can also buy satisfactory products, thanks to this, Xiaomi has also become one of the first choices for the public to buy mobile phones. High-end products often mean "high prices", but in the case of user experience and stability has not been greatly improved, the price has increased significantly, if the experience and positioning do not match, presumably most consumers will not pay, and may lose existing consumers.
Write at the end
Judging from the current high-end strategy and support of Xiaomi, there is still a certain feasibility in the landing of Xiaomi's high-end. But the impact of high-end is a marathon, a protracted battle, the result will not come out immediately, whether Xiaomi can become the first domestic high-end in 3 years as desired, or other domestic brands suddenly emerged, time will eventually give the answer.
We also believe that with the improvement of hardware parameters to optimize the user experience, the future domestic brand flagship mobile phones will be more on the high-end market and be recognized by consumers.