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Not long ago, Lei Jun said a word: Xiaomi Group will formally set up a high-end strategy working group and win the first place in the market share of domestic high-end mobile phones within three years.
What, Xiaomi has only now begun to form a high-end strategy working group, officially intends to high-end?
Before that, Lei Zong had been pregnant for almost two years
Just kidding, today, let's talk about xiaomi's high-end.
Why should Xiaomi be high-end
Most likely to make money.
First of all, an established fact is that only Huawei has achieved high-end in the true sense of the domestic manufacturers, and it is difficult to find more than 6K, while the foreign Apple alone has earned 93% of the profits of the smartphone industry.
This kind of scene undoubtedly makes other manufacturers envious.
Although Lei is not short of money, as a listed company, Lei always needs to have an account for investors.
Although the current low-end market millet is also mixed, but from everyone's weaker and weaker willingness to change the machine also feels it.
The market at this price point is beginning to saturate.
Most importantly, limited by the price limit of this price point, Xiaomi cannot have extra money to optimize software and hardware after coming up with mainstream configurations, or even build cars.
Therefore, whether it is for the growth of the market, technological innovation, or the accounting of investors, Xiaomi must be high-end.
Xiaomi's high-end is missing something
So, what is missing from the current millet from high-end?
Some people say that there is a lack of technology, products, brands, quality, and service, which are all right at present.
However, in the eyes of dark horses, Xiaomi actually lacks a brand, a high-end brand. Xiaomi's top priority is to make a high-end brand.
As we all know, Xiaomi's fortune is to rely on the ultimate cost performance to achieve the ultimate mobile phone, which brings it a large number of users, but also lays the user's brand impression of Xiaomi - cost performance.
Since it is a cost-effective brand, it obviously cannot be sold too expensive.
At this time, Xiaomi has actually been "kidnapped" by rice noodles that are looking forward to cost performance: you are a brand that focuses on cost performance, why sell so expensive?
In order to shake off this hat, Redmi was born.
At the beginning, RedMi, with the expectation of extreme cost performance than Xiaomi, killed everyone at the 1k price. Cheap and easy to use is everyone's impression of red rice.
After years of development in Redmi, Xiaomi can finally concentrate on impacting the high-end, but at this time, it is found that it seems that it cannot impact the high-end. Even if Xiaomi's biggest rival in China, Huawei, has been hit, Xiaomi has not hit the high-end.
Because, Xiaomi is trapped by the cost performance.
In recent years, every time Xiaomi's new machine is launched, Lei will always remind everyone in advance on Weibo that the current Xiaomi is different, the current Xiaomi is better, it should be worthy of a higher price, but at the time of the official release, Lei always convinced the executives overnight and gave a price that was close to the people.
Why? Because Xiaomi knows that it can't sell at a high price now.
Because the brand is not high-end enough, no one will pay for the loss of cost-effective millet.
Think about it, Huawei, which lost 5G in the 5G era, sold six or seven thousand, and some people rushed to pay for it, is it because it is better configured?
Of course not, everyone is going to the Huawei brand.
That is to say, people who buy Huawei now buy brand power, and this is exactly what Xiaomi lacks.
It's like the same bag, one of which can double its value by sticking a Chanel logo, is it a bag that people buy here?
No, people buy its brand, it's a social business card.
How Xiaomi is high-end
Now, we understand that what Xiaomi lacks is a brand, so how should Xiaomi change?
Here dark horse insert a few small stories, may be some inspiration for Xiaomi.
As we all know, the price of Geely automobiles that make cars is generally at the price of 100,000 to 150,000, but in the era of electrification, Geely seized the dongfeng of new energy to take advantage of the momentum to launch The Extreme Krypton, after giving the latter some good configurations, the extreme krypton began to stabilize at the price of 300,000.
Of course, Dark Horse also has to admit that the Lynk & Co established earlier by Geely has helped everyone to accept the extreme krypton, but at the beginning of the independent Lynk & Co, it is also a high-end route.
Having said all this, the establishment of a high-end sub-brand route may become the easiest way for Xiaomi to embark on the high-end road. So, why does Xiaomi not have related actions?
This is inseparable from the development of the mobile phone industry.
At present, the electric vehicle industry is on the cusp. Every day, new technologies are born, and in half a year, manufacturers can directly apply them to you on the car.
In contrast, judging from the smartphones released in recent years, we rarely see eye-catching technology, regardless of software and hardware, in an awkward position.
Most of the technology also comes from the improvement of existing technology, so it is not feasible to rely on "black technology" to overtake in curves.
Flagship processor, I buy, top screen, I buy, high-quality lens, I buy. But after buying it, everyone still doesn't buy it: a manufacturer that relies on assembly still wants to sell for a high price?
So, research and development must also keep up!
Therefore, Xiaomi announced that it will invest more than 100 billion yuan in research and development in the next five years.
Is it difficult to spend this 100 billion millet can be high-end?
Of course not.
The simplest question, what is the development?
Top screen? However, the research and development cycle is too long to invest in the common development of the relevant industrial chain; flagship processor? All are invested in Qualcomm, even if Xiaomi has the ability, it is unlikely to hurt partners, not to mention, Xiaomi may not have the ability to develop flagship processors.
Therefore, Xiaomi can only start from the details of charging, ISP and so on. Of course, don't look down on the parts, these details can really improve the user experience.
For now, it is unlikely that Xiaomi will impact the high-end in three years.
Dark horse is not to say that Xiaomi is not good, but in these three years, Huawei next door is likely to come back to reoccupy the high-end market!
To say the most straightforward problem, the biggest sense of identity of users for high-end mobile phone brands is that they have self-developed SoCs to be high-end mobile phones.
But in just three years, will Xiaomi come in time?