This year's Millet, the days are a little sad.
Recently, market research agency CINNO Research released a report that xiaomi sales in February 2022 fell by 20.1% year-on-year, falling from third to fifth.
For Xiaomi, this year is going to be a hard battle.
The impact on the high end is once again blocked
On March 22, Xiaomi Group released its 2021 financial report.
According to the financial report, Xiaomi achieved revenue of 328.3 billion yuan, an increase of 33.5% year-on-year, and adjusted net profit of 22 billion yuan, an increase of 69.5% year-on-year.
The data looks good, but it doesn't impress investors. From the beginning of 2021, Xiaomi's stock price continued to decline, and the end of the year was close to the waist, and this year it fell below the issue price again.
An important reason for not being recognized by the capital market is Xiaomi's performance in the high-end market.
According to data from third-party agency Counterpoint, in the fourth quarter of 2021, among high-end smartphones with wholesale prices of more than $400 in China, Xiaomi ranked fifth with a market share of 5%.
And this, or some high-end models through price reduction to drive sales increases.
Take Xiaomi's first folding screen phone MIX FOLD as an example, starting at 9999 yuan, listed for less than a year, the official website pricing has divened 3000 yuan to 4000 yuan, and the third-party price has dropped more.
Xiaomi's first off-screen camera flagship MIX4, the price reduction is also not small.
Such a dive naturally makes users who chase the starting price to buy high-end machines feel somewhat unworthy.
The price of the Xiaomi 11 series is relatively firm, but soon after the sale, there were problems such as high power consumption, serious system caton, and even due to WiFi failure on Guangdong TV, and finally promised to change the machine.
The old flagship braced the façade
The new flagship Xiaomi Mi 12 series released at the end of 2021 seems to be selling less than Xiaomi Mi 11.
According to Counterpoint data, the sales volume of the Xiaomi 12 series in the first month was only 460,000 units, and the first month of the smaller Mi 11 series fell by 60%.
CINNO Research also mentioned that the xiaomi 12 series has performed generally since its listing, and only two red rice models under xiaomi have entered the top ten of stand-alone sales.
Now that the Xiaomi 12 series has only been released for 3 months, 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.
However, the rice noodle festival that began on March 31, the façade is still the Xiaomi Mi 11 Ultra released a year ago.
Lei Jun sent 13 weibo posts in a row in 3 days, and the protagonists were Xiaomi 11 Ultra, which completely covered up the sharp edge of the Xiaomi Mi 12 series.
Today, the Price of Xiaomi 11 Ultra has dropped by nearly 2,000 yuan, which is basically at the same price point as the Xiaomi Mi 12 series. From the configuration point of view, the comprehensive competitiveness of Xiaomi 11 Ultra is even higher than that of Xiaomi 12 series.
In terms of performance, snapdragon 8 Gen1 is almost a reverse upgrade compared to Snapdragon 888; in terms of images, the image configuration of Xiaomi 11 Ultra is still the best in Xiaomi mobile phones; in other aspects, Xiaomi 11 Ultra has IP68 dustproof and waterproof that Xiaomi 12 series does not have.
There is also a certain competitive advantage in the face of new flagships of other Android brands.
However, Lei Jun's promotion of "old mobile phones" somewhat implies distrust of the Xiaomi 12 series. From a branding perspective, it's not a good choice.
The road ahead is even tougher
On February 8th, Lei Jun held a high-end strategy seminar with the senior management of the group and the general manager of the relevant business department.
At the meeting, Lei Jun called the impact on the high-end "life and death battle for millet development", and proposed that it should take the first place in the market share of domestic high-end mobile phones within three years.
On March 21, the China Academy of Information and Communications Technology released a report saying that in February 2022, the overall shipment volume of the domestic mobile phone market was 14.864 million units, down 31.7% year-on-year.
In the face of this year's worse market environment, as well as the glory of Nirvana's reborn old rivals, we must refuel to achieve this slogan.
END
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