"Promoting the popularization of high-end products" is the intention repeatedly expressed at this conference.
On the evening of March 17, Redmi held a press conference, Redmi K50, Redmi K50 Pro was officially released, and the series lineup was all unveiled. Equipped with Tianji 8100 and Tianji 9000 respectively, the whole series is equipped with 2K direct screen, OIS optical image stabilization... These words became the main selling point of the series of mobile phones.
This time, is the new machine brought by Redmi worth the expectations of users? As a xiaomi brand that focuses on cost performance, how competitive is Redmi in the market? How has it developed in overseas markets?
K50 Series Launch: "Promoting the Popularization of High-end Products"
According to reports, K50 and K50 Pro two products positioned hard-core all-round flagship, of which K50 Pro is equipped with Tianji 9000 flagship processor, fusing 120 watts of fairy seconds charge and 5000mAh super power; K50 is equipped with the latest Tianji 8100 flagship processor, with a 5500mAh super capacity battery and a 67-watt flagship fast charge.
Tianji 8100. Image source official press conference
It is worth noting that the two mobile phones are equipped with a 6.67-inch Samsung AMOLED screen, using a flexible direct screen design, supporting a 120Hz refresh rate, and is considered to be "the industry's rare A+ top straight screen". In terms of photography, both models support optical image stabilization, with the K50 Pro rear 100 million pixel ultra-clear triple camera combination, and the K50 using a 48 million pixel triple camera combination.
Redmi K50 Pro。 Image source official press conference
As Xiaomi's main cost-effective brand, Redmi's pricing this time has not disappointed the rice noodles. According to reports, the standard version of K50 is priced from 2399 yuan, and the K50 Pro is priced from 2999 yuan. "Promoting the popularization of high-end products", Lu Weibing, partner of Xiaomi Group, president of China and International Department, and general manager of Redmi brand, mentioned this more than once at the press conference.
After the release of the new machine, many netizens gave praise such as "cost-effective, high configuration" and "2,000 + best mobile phones", but some netizens believe that "there is no qualitative change".
In this regard, Ding Shao, founder of Nail Technology, commented that as the flagship machine of the main cost performance, the overall configuration of the Redmi K50 series is very good, and the First Edition of Tianji 8100 and 9000 has achieved a better balance between performance and power consumption, while configuring a large-capacity battery and optical image stabilization, Redmi's cost-effective advantage can be reflected.
Internet analyst Ma Jihua believes that "large-capacity batteries, high-definition screens, fast charging, etc. should be available, the price is decent, as for how much can be sold, this mainly depends on the sales capacity of Xiaomi terminal channels." ”
However, Major General Ding also pointed out that the comprehensive experience of mobile phones can not only look at the accumulation of parameters, in actual use, how the software synergy performance, need to be further observed. In addition, "as the flagship of a mainstream brand, Redmi's new release lacks some core and differentiated content," Major General Ding said.
Market saturation: "entering a bottleneck period"
As Xiaomi's main cost-effective brand, in 2019, Redmi broke away from Xiaomi's independent operation and changed its name to "Redmi", and its development in recent years has been remarkable. "Committed to creating the ultimate cost-effective, ultra-high-quality national mobile phone", Lei Jun described The positioning of Redmi that year. Since then, Redmi has stubbornly stumbled on cost performance and launched a thousand-yuan mobile phone that meets the requirements of low price but excellent quality, which also occupies an important position in mainstream mobile phone brands.
Shipments of major mobile phone manufacturers in the Chinese market. Image source Canalys public account
However, it is undeniable that the current development and growth dividend of smart phones has peaked, and annual shipments are also facing shrinkage. According to market research agency Canalys data, in 2021 Chinese mainland smartphone shipments exceeded 330 million units, up slightly 1% year-on-year, compared with the pre-epidemic 2019 market still shrinking by more than 10%.
"Now the smart phone has entered a bottleneck period, whether in the hardware configuration, product appearance or in the software upgrade and other face-to-face are difficult to show 'different', more lack of refreshing highlights", Ma Jihua believes that this is not only a millet, redmi a problem, is the problem of the entire industry, for the current users can use the application APP, almost all the smart phones on the market can now be competent, there is already a more serious excess of capacity, so the price has become the most important differentiating factor. "The same quality depends on whose price is competitive," he said.
On the other hand, Major General Ding also pointed out that "the current industry lacks some cutting-edge technological breakthroughs and subversive innovations, and the competition in the market is very fierce." He said that the cost performance is indeed very competitive, but in addition to the configuration, the brand's premium ability is also very important.
Overseas expansion: "There will be good opportunities for development"
In the current saturated state of the Chinese market, the development of overseas markets has become an important part. Looking at the development of Redmi in overseas markets in recent years, it also reflects a good momentum of development and occupies a place in the global hot mobile phone rankings.
List of the top 10 smartphones in the world in 2021. Image source Counterpoint official website
According to Counterpoint Research's global monthly mobile phone model sales tracking report, the top ten best-selling smartphone models in 2021 account for 19% of total global smartphone sales, and only three brands, Apple, Samsung and Xiaomi, are in the top 10. Among them, Apple occupies seven seats, and among Xiaomi mobile phones, only Redmi two mobile phones have entered the top ten, ranking seventh and tenth respectively, accounting for a total share of 3%.
Top 10 best-selling mobile phones in the world in the fourth quarter of 2021. Image source Omdia public account
In the fourth quarter of 2021, Omdia's smartphone market tracking report showed that Redmi occupied the fifth place in the top ten of the world's hot-selling mobile phones, rising from ninth last year to fifth this year. Counterpoint Research has pointed out that Xiaomi hopes to position itself as the leading 5G brand in Latin America, launching the Redmi Note 10 5G at a very aggressive price.
"Looking at the world, China's smartphone market is relatively more mature, we have relatively better product technology, more mature operating experience, more perfect supply chain, this ability is reflected in the market, including Redmi smart phone brands will have good development opportunities in overseas markets." Major General Ding said.
Aoyi news reporter Feng Xiaohui