Today, the Xiaomi 12 series has only been released for 3 months, and it is reasonable to say that it should be the "main owner" of Xiaomi's impact on the high-end market in the first half of this year.
But interestingly, Lei Jun spared no effort to promote the Xiaomi 11Ultra released a year ago, and even sent 13 weibo posts in a row in 3 days, the protagonists are Xiaomi 11 Ultra, completely covering up the sharp edge of the Xiaomi 12 series.
In fact, as the latest flagship of the Xiaomi Digital Series, the status quo of the Xiaomi Mi 12 Series is worrying.
According to Counterpoint data, the first month of sales of the Xiaomi 12 series was only 460,000 units, compared with the first month sales of the previous generation of Xiaomi 11 series of 1.12 million units, down nearly 60%.
Nowadays, the price of Xiaomi 11 Ultra has dropped by nearly 2,000 yuan, which is basically at the same price point as the Xiaomi 12 series, and from the configuration point of view, the comprehensive competitiveness of Xiaomi 11 Ultra is even higher than that of Xiaomi 12 series.
The most criticized xiaomi 12 series is that it does not support IP68 dustproof and waterproof. This is not only a feature of the previous generation of Xiaomi 11 Pro and 11 Ultra, but also the standard of high-end flagships in 2021.
On the other hand, in addition to the obvious improvement of the GPU, the Snapdragon 888 and The Snapdragon 8 Gen 1 has not been upgraded in other aspects, and the two processors are power consumption and heat generation, which further weakens the advantage of generation difference.
Today, the advantages of the Xiaomi 11 Ultra after the price reduction are also highlighted. Not only is there no obvious shortcoming, but its image configuration is still the best in Xiaomi mobile phones. Although the 11 Ultra has also been exposed to have serious fever problems, the number of complaints on the Black Cat Complaint Platform is only more than 500, far lower than the overall complaint volume of more than 12,000 Xiaomi 11 series.
Xiaomi Mi 11 Ultra
Therefore, although the Xiaomi Mi 12 series has the blessing of snapdragon 8 Gen 1 and E5 screens, many consumers still think that the Xiaomi Mi 11 Ultra after the price reduction is more cost-effective.
Xiaomi may also see this, so it is supposed to be the era of the Xiaomi 12 series, mainly promoting an old model of "former dynasty".
However, the price of xiaomi 11Ultra starting from 3999 yuan also makes it overlap with the price point of xiaomi 12 series. Although it may increase sales, it will also have a certain impact on the brand of the Xiaomi 12 series, after all, even Lei Jun himself is also selling "old mobile phones", which somewhat implies distrust of the Xiaomi 12 series.
Sandpipers and mussels compete with each other, but millet cannot sit on the benefits of fishermen, but it has the meaning of "fish and bear paws cannot be combined".
And the size of the price cut has also caused some users to resent, and even some people have ridiculed it as "Android diving machine emperor".
Of course, in the final analysis, the lack of sales of the Xiaomi Mi 12 series and the large price reduction of the Xiaomi Mi 11 Ultra essentially reflect the reality that Xiaomi is too single in the high-end market.
Last year, Xiaomi released two other high-end machines Xiaomi MIX 4 and Xiaomi MIX FOLD have obvious product shortcomings, and the market response is relatively general, so it is still the digital series that carries the high-end banner of Xiaomi.
This also explains why Lei Jun only advertises the Xiaomi Mi 11 Ultra, instead of the Xiaomi MIX 4, which was released later and has a higher price positioning.
In the past, the two major winners in the Android high-end market, Samsung and Huawei, were both dual flagship strategies, which not only covered a wider range of target users, but also conducive to differentiated competition.
For xiaomi now, before the arrival of the Xiaomi 12 Ultra, Xiaomi MIX 5, and the new folding screen, which is configured and priced higher, it can only pull the "old minister" to tiptoe.
Produced by ZAKER Technology
Wen / Liu Fan Intern Liang Yupeng