Just at the beginning of the year, Xiaomi began to enlarge the move! On February 8, Lei Jun posted on Weibo that Xiaomi Group held the first important meeting in the year of the Tiger - high-end strategy seminar, which made it clear that the high-end road is the only way for Xiaomi to grow, and it is also the life and death battle for Xiaomi's development, and it will unswervingly implement the high-end strategy. And formally set up a high-end strategy working group, under the traction of the "three-year mobile phone sales world first" strategy, clear high-end strategic goals: products and experience should be fully benchmarked iPhone, within three years to win the first domestic high-end mobile phone market share.
The groundwork has been laid for a long time, and Xiaomi's high-end official shot
In three years, it won the first place in the domestic high-end mobile phone market share, and as soon as the Flag of the Xiaomi New Year came out, Lei Jun's Weibo triggered a fierce debate, supporters, and the irony is not small, and even some people feel that Xiaomi's high-end sprint is just a decision to pat the head. In fact, as long as you look at Xiaomi's recent actions, you can know that Xiaomi has been laying the groundwork for a long time in the high-end.
From the market, we can see that in 2021, Xiaomi's focus is on expanding the offline market, and Xiaomi's expansion of the offline market will continue. After Xiaomi Home exceeded 10,000, Lu Weibing proposed a new goal of achieving 30,000 stores within 2-3 years. The help of offline channels for the high-end market is undoubtedly huge, after all, when buying high-end products, everyone is more willing to see the physical object, at the same time, the consumption of middle-aged and older people is more dependent on offline, and this group of people, there is a huge high-end consumer market.
From the product line, Xiaomi resurrected the MIX series that has been silent for many years in 2021, and launched a FOLD mobile phone with a folding screen, so that a complete high-end product line of THE MI digital series released in the spring and the MIX series released in the autumn to explore the new form of THE FOLD is formed. The release of the spring and autumn seasons also ensures the market heat and market life of the product. Richer high-end product lines and reasonable release rhythms are tailored to impact the high-end.
In terms of publicity, we have seen Xiaomi's "high-end has become" report again and again, and when the financial report is released, high-end sales have also become the focus of the release, which is rare in the financial reports of other mobile phone manufacturers. Especially at the end of the year, when the Xiaomi 12 was released, the product was directly benchmarked against Apple. The market, products, and publicity are pre-laid out, which shows that Xiaomi has won the first place in the domestic high-end mobile phone market share within three years is not unprepared to pat its head and decide.
Breaking into the high-end, what are the odds of xiaomi winning?
Determining the goal is always easy, but it is difficult to achieve, for Xiaomi to win the first domestic high-end mobile phone market share in three years, many people feel that the international market already has Apple in the high-end ceiling, and domestic, there are vivo and OPPO and the emerging glory of the powerful forces, this goal is very difficult to achieve. In fact, this statement is a misreading of Xiaomi's market share of domestic high-end mobile phones in three years.
First of all, Xiaomi mentioned the domestic high-end market, domestic two words, has been Apple, Samsung, the two largest high-end forces of the manufacturers excluded, that is to say, millet is not a good high-end far, but only the three years of high-end road opponents, limited to vivo, OPPO and glory manufacturers.
Secondly, many people will misread the goal of millet as the first in the domestic high-end mobile phone, which is undoubtedly more difficult for xiaomi, which has a strong global market and a weak domestic market, but the goal of domestic high-end mobile phone market share first is actually not mentioned in the domestic market. Therefore, we can understand this goal as the global market, so that even if Xiaomi faces the challenge of Honor OV at home, it can also gain a lead with a stronger foreign market.
In fact, as long as Xiaomi is the third in the global high-end products, it has completed the goal of being the first in the market share of domestic high-end mobile phones. This is consistent with Xiaomi's position in the total share of the global market today. Considering Xiaomi's goal of being the first in the world in three years of mobile phone sales, therefore, the goal of being the first in the market share of domestic high-end mobile phones is actually far less difficult than everyone imagines.