At the end of 2021, at the Xiaomi 12 series conference, Lei Jun, founder, chairman and CEO of Xiaomi, proposed a strategic direction to benchmark Apple and learn from Apple.
Many manufacturers also know, but if you want to enter the high-end market, you must go to the apple mountain, which is a fate that cannot be bypassed, there is news that Apple has earned three-quarters of the profits of the global smartphone industry, which is a stimulus for other brands, so it must catch up!
Nowadays, mobile phone competition is becoming increasingly fierce, it is already difficult to survive, and it is more difficult to develop, so in this case, how did Xiaomi break the game?
Adhere to the high-end and dual-brand route, and continue to launch conscientious products
Xiaomi in 2021 against the trend of growth, in the Q2 quarter surpassed Apple, won the world's second, so Lei Jun also proposed that in the next three years, Xiaomi to become the world's first mobile phone giant, at that time there must be a lot of netizens ridiculed, thinking that this is impossible, but from the sales data and growth rate, Lei Jun's dream, is not out of reach!
According to Xiaomi's recently announced revenue, Xiaomi's revenue will reach 328.3 billion yuan in 2021, and its adjusted net profit will reach 22 billion yuan, which are used as strong financial backing.
In the mobile phone business, Xiaomi shipments last year was 190 million units, an increase of up to 30% year-on-year, the market share temporarily ranked third, has the strength to surpass Apple, and in the high-end market, Millet shipments as high as 24 million units, an increase in the doubling of the year, in a strong data support, Lei Jun proposed to benchmark Apple, to become the world's first, is not empty talk, and the dream always has to have, in case it is realized? You don't have the courage to set a dream, you don't have the courage to pursue your dream, how can you achieve your dream?
In addition, in the highly saturated Chinese market, MIUI's monthly miUI activity in the mainland region is close to 130 million, an increase of 17% year-on-year. The global monthly activity volume, MIUI has reached 510 million, an increase of 28.4% year-on-year.
Nowadays, Xiaomi takes the dual brand route, Xiaomi focuses on new retail and the ultimate user experience, from the launch of the Xiaomi 10 series three years ago to attack the high-end market, to the Xiaomi 12 series, sales and word of mouth are very good, and have been supported by users, in addition, Xiaomi launched the main black technology MIX series and the Civi series of female users, plus the digital high-end series, the overall is relatively perfect. The Xiaomi 12 series has a strong ability to pull new products, and it is said that new users account for up to 50%, stealing away many users of other brands.
Redmi takes the ultimate cost-effective and high-quality route, there are well-sold Note series, as well as the flagship K series, note series global cumulative sales exceeded 240 million units, this year's launch of the K50 e-sports version of the first sale of 1 minute, sales exceeded 280 million; K50, K50 Pro two models first sold 5 minutes sales reached 330,000 units, are very hot mobile phones.
R&D investment continues to increase, and innovative technologies are endless
In xiaomi's revenue report, it also disclosed the investment in research and development, and the research and development expenditure reached 13.2 billion yuan in 2021, an increase of 42.3% year-on-year. As a technology company, R & D investment is the cornerstone of the future, if there is no innovative technology, it is difficult to achieve long-term prosperity in the future, Lei Jun is also very aware of this, so in the next 5 years, the planned investment of 100 billion yuan for research and development expenditure.
In the face of increasing investment in research and development, Xiaomi's innovative technology is endless, and last year it debuted liquid lenses and launched its first bionic quadruped robot CyberDog. In terms of chips, still adhere to the self-developed chip, the launch of the surging C1 and surging P1 processor, one is the ISP professional imaging chip, one is the fast charging chip, all of which help the mobile phone to improve significantly, the future author believes that Xiaomi can develop some chips that share the pressure of the main chip, so that the experience will be much better, which is a good direction.
summary
From the data of Xiaomi in 2021, it can be seen that Xiaomi's approach is to adhere to technological innovation and talent training, take technology as the core, increase R & D investment, and at the same time adhere to the dual brand road, adhere to the high-end market, continue to take the combination of online and offline markets, diversified development, with the continuous deepening and upgrading of these strategies, the future millet has great potential and will be unlimited!