Has Xiaomi succeeded in impacting the high-end?
Pinnacle image, Android light, this is the slogan of xiaomi 11 ultra. For the Xiaomi digital series, Ultra is a real benchmark, but also a collection of industrial design, and it is the key to whether Xiaomi can impact the high-end.
Unfortunately, it was not timely, because of the overturning of the Snapdragon 888, the reputation of the Xiaomi 11 Ultra was not good enough, and the praise rate was only about 91%. The iPhone 12 and Huawei Mate 40 at the same price point basically have a praise rate of more than 95%. It can be seen that the Xiaomi Mi 11 Ultra is weak in the high-end machine, and it is still unstable at a price of more than 5,000 yuan for the time being.
In my memory, Xiaomi began to try to hit the high-end from Xiaomi 10, and the current digital flagship rose to 3999 yuan. Nearly two years have passed, has Xiaomi succeeded in impacting the high-end? Unfortunately, the situation is not optimistic.
According to Counterpoint's July 2021 data, xiaomi accounted for only 6% of the domestic high-end mobile phone market, while Huawei and vivo accounted for 14%, and Apple accounted for 63%. Pulling back the time a year, according to IDC's data for the first half of 2020, Xiaomi's proportion is about 4%, Huawei's proportion is 44%, and Apple's proportion is 44.1%.
That is to say, after the Xiaomi 10 series and the Xiaomi 11 series, Xiaomi's share in the high-end market has only advanced by about 2%. As for the high-end market share that Huawei gave up, most of it was eaten by Apple, and the rest was mainly divided up by vivo, and Xiaomi basically did not gain any benefits. From this point of view, the Xiaomi Mi 11 Ultra did not complete its mission, and the pressure turned to the Xiaomi Mi 12 Ultra.
Xiaomi Mi 12 Ultra exposure
I think the Xiaomi team has seriously considered the reasons for the failure of the Xiaomi Mi 11 Ultra, in addition to the Snapdragon 888 overturning, the biggest problem is that the selling point of the Xiaomi Mi 11 Ultra is not clear enough. For example, the Xiaomi Mi 11 Pro and The Mi 11 Ultra are both equipped with the Samsung GN2 main camera, both have periscope telephoto, and the camera experience will not produce "qualitative changes".
This time, the Xiaomi Mi 12 Pro deliberately cut the periscope telephoto lens, and the selling point was exclusively occupied by the Xiaomi Mi 12 Ultra. It can be seen that Xiaomi has finally learned to be smart, and will not pile up every model to the extreme, but will allocate selling points according to the price point. In addition, the Xiaomi Mi 12 Ultra also has a good news, a bad news.
To be honest, most rice noodles think that the second screen of the Xiaomi Mi 11 Ultra not only lowers the appearance value, but also is very chicken to use, it is said that this design is only used to balance the look and feel of the back cover. The good news is that the Xiaomi Mi 12 Ultra changed the design of the rear camera, although it still retained a large rectangular area, but cut the useless secondary screen, and the camera part was changed to a circle, which looks more reasonable.
The bad news is that, according to the digital chat station, the internal code name of the Xiaomi Mi 12 Ultra is L1, and trial production has begun. The TSMC version of the Snapdragon 8 Plus will not begin to appear until the second half of the year. Because of this, the Xiaomi Mi 12 Ultra can only use the Snapdragon 8Gen1. In terms of configuration, it is the second generation LTPO Samsung 2K screen, 4860 mAh + 120W fast charge + 50W wireless charge, the overall decent.
This time it's going to disappoint you
As we all know, the power consumption of Snapdragon 8Gen1 is higher than that of Snapdragon 888, and the power consumption after the GPU is fully loaded is as high as 11.2W, which is a veritable "Yanlong". Even if it is reduced to an intermediate frequency load, the energy efficiency can only be barely the same as that of the Snapdragon 870. Most importantly, compared with the Tianji 9000, the energy efficiency of the Snapdragon 8Gen1 is half a generation behind, and the retention rate is very worrying.
If you're waiting for the Xiaomi Mi 12 Ultra, sorry, this time it may disappoint you. To be honest, I think Xiaomi's progress in technology is very big, whether it is camera technology or fast charging technology, it is refreshing. Unfortunately, as a member of the Android camp, Xiaomi is involuntary, with a heart but powerless. In my opinion, the Xiaomi Mi 12 Ultra is still not born at the right time.
What do you think about this, welcome to discuss together.