In December 2021, Xiaomi officially warmed up the Xiaomi 12 series, and what people did not expect was that Lei Jun officially announced in public that Xiaomi would benchmark Apple and learn from Apple how to make smart phones. The impression is that this is the first time that Xiaomi has emphasized the challenge of Apple in a formal and public place.
It is precisely because of Lei Jun's expression that Xiaomi has become the focus of everyone's hot discussion for a time, and there are positive and negative news. In fact, everyone knows the existence of Android, especially the domestic Android brand, sooner or later to enter the struggle with Apple, not only because Apple's iPhone experience is good, but also because the iPhone is the only choice in the high-end field. For Xiaomi, it is not impossible to benchmark Apple, because this brand has developed for more than ten years, and now it not only has a strong foundation but also has industry-leading technical reserves. What is even more valuable is that Xiaomi's sense of smell is extremely sensitive, and it can always find out where the next outlet of the smartphone is. Isn't Apple also a full-screen mobile phone with Xiaomi?
In addition, we look at Xiaomi's performance in recent years, in Q2 2021, Xiaomi surpassed Apple for the first time to become the second in the world, with annual shipments reaching 190 million units. Not only set a new high in the history of Xiaomi, but also infinitely close to Apple. Throughout 2021, Xiaomi's R&D investment reached 13.2 billion yuan, and Xiaomi's high-end mobile phone shipments reached 24 million units this year, becoming the third brand in the global high-end market.
Improve the product structure, the mobile phone ecology is healthier
Industry consensus: It is the emergence of millet that will eliminate the cottage machine, and the same price is high, which is where the genes of millet lie, which is also the basis of millet users. However, due to this insistence of Xiaomi, many people think that Xiaomi is not suitable for high-end machines, and it is best to do low-end.
Based on the response given by Xiaomi three years ago, Lei Jun officially said that he wanted to enter the high-end field. The first product to impact the high-end of the year was the Xiaomi Mi 10 series, and achieved very good results. Everyone should understand that even if Xiaomi hits the high-end field, it has not forgotten its roots. The price of the high-end model Xiaomi, which also performs, is certainly the most affordable. It is this insistence that makes Xiaomi's mobile phone shipments continue to increase, especially in overseas markets.
Xiaomi + Redmi work together, and the user group continues to expand
I remember that Lei Jun recorded a small video before the first speech that year, with the theme of "out of the circle". This means that Xiaomi must step out of its comfort zone and continuously enhance its brand power and user groups. Under this strategy, Xiaomi's dual-brand approach has made great progress, in which Redmi focuses on the general mass market and replaces the original Xiaomi user base; the Xiaomi brand focuses on impacting the high-end market and obtaining more high-end user recognition.
In reality, we have also seen that the Redmi Note series and the Redmi K series have become the strongest product lines under Xiaomi. The overall sales of the Redmi K40 series exceeded 10 million units, and the Redmi K50 series sold 330,000 units in 3 minutes on the first sale day. While focusing on high-end, the Xiaomi brand has launched Xiaomi Civi, a product for female users, to the depth of development, and has been recognized by the market.
R&D and technology are the foundation, and products are the results
In the past five years, we can always hear Lei Jun constantly talk about increasing investment in research and development, with the purpose of reserving Xiaomi's own technology. So we see the surging C1 chip, the surging P1 chip, Xiaomi's self-developed all-things focusing technology and so on. These technologies are all for product services, with the existence of technical advantages Xiaomi's product innate experience will become a moat. For example, the world's first single-cell 120W fast charging, not only faster charging speed, but also can make the mobile phone lighter and thinner. The emergence of the surging C1 has given Xiaomi the ability to develop its own ISP chip, which enhances Xiaomi's image competitiveness.
More importantly, Xiaomi's deep optimization ability will gradually realize the interconnection of all things in MIUI. Moreover, the privacy protection of MIUI has been recognized by national authorities, especially the launch of MIUI13, which has changed the reputation of users and continuously improved the viscosity of users. You should know that technology is one of the three iron laws of Xiaomi.
All indications are that Xiaomi's current mobile phone line business is very healthy, and it is gradually moving towards the second or even the first in the world. Industry analysis believes that if Xiaomi can adhere to the existing strategy, continue to consolidate the foundation and do more innovation in the future of Xiaomi mobile phones can not be underestimated.