"Three years, three years to win the goal of world number one."
Lei Jun paused, or said Xiaomi's "ambition", "I don't say Xiaomi's goal, some people will think that we are timid." On the evening of August 10, at the new high-end machine MIX 4 conference, just after winning the second place in global smart machine shipments, Lei Jun set a new "small goal" for Xiaomi.
Relaying Huawei, Xiaomi continues to fight with Samsung and Apple internationally. 7 years ago, Lei Jun's "big words" to challenge Apple have been realized. At present, Xiaomi is still 2 percentage points away from the market share of the world's first Samsung, but the challenge is not this small 2 percentage points.
On August 11, the next day alone, Samsung will release its new 2021 machines to further expand the international market. The next day, August 12, New Honor is about to release its truly high-end flagship "Magic 3" after independence. In the Huawei period, it was the glory of fighting with Xiaomi endlessly, and even opened offline stores with Xiaomi in various places, competing in all dimensions from products to channels.
In today's smart machine market, no one is really leading, this is Lei Jun's new trouble, all new smart machines need to be converted into sales is king.
From the current situation, Huawei Yu Chengdong just released the P 50, due to the blockade can only use the 4G version of the chip, the market competitiveness is destined not to be too much; and as of the August 10 conference, Xiaomi MIX 4 in Jingdong reservation volume of 260,000 (many rice noodles will choose Xiaomi official website appointment), the new glory Magic 3 reservation volume of 700,000, the second half of the high-end machine dispute, the good drama began.
<h1>The last chance for high-end flagships? </h1>
In the smart machine in 2021, one of the most important topics is "rushing to the high end". And Xiaomi is undoubtedly the hardest one, and new glory also bets on the hope that in magic 3, everyone has a reason not to lose.
From the perspective of Xiaomi, Xiaomi 11 Pro is the "Android Machine King", followed by Xiaomi also released the "Android Light" Xiaomi 11 Ultra, and today released a more high-end MIX 4. In fact, the Xiaomi MIX series has been violated for 3 years, and the reason why it must be released this year is also lei jun's urgent hope that Xiaomi can stand at the high end.
At the press conference on the evening of the 10th, Lei Jun introduced a number of innovations in Xiaomi MIX 4, such as MIX 4 using a full-screen CUP. This screen was established at the end of 2018, polished by more than 100 engineers, and the research and development cost was as high as 500 million. Of course, MIX 4 and this year's flagship machine is estimated to use the under-screen photography technology, but ZTE released the Axon 20 equipped with this technology in advance, the price is too low, some netizens joked, "Xiaomi originally planned to rely on this technology to increase the price of MIX 4." ”
Although the Xiaomi MIX 4 adopts a lot of new technologies, from the perspective of optimizing the heat dissipation function, removing the less practical back screen of the Xiaomi Mi 11 Ultra, and no longer continuing the surround screen of mix alpha, the MIX series is no longer the main concept machine, but is moving towards the mass production machine.
A rice noodle on the Tech planet analysis, if the Millet MIX 4 is "super cool (CUP full screen and under-screen photography), super beautiful (ceramic body), value (4999 yuan)" of the three super mobile phone, then Lei Jun in advance to play a preventive injection "supply will not be sufficient", but also doomed this phone will be questioned again "hunger marketing", then how to appease consumers will also be troublesome.
From Xiaomi 10, to Xiaomi 11, to Ultra, MIX, Xiaomi's high-end road is not smooth, but it has also been working hard. If you look at the current configuration and technical strength, MIX 4 is already one of the strength representatives of the industry, of course, not a self-developed chip and operating system, whether it can be considered high-end, but also depends on whether consumers recognize.
Compared with Xiaomi's nervous mood, the situation of the new glory can be described as All in, and the high-end success or failure is also in the magic 3 can be a hit.
Previously, in the Huawei system, Glory was subject to positioning restrictions and had no way to impact the high-end. New Glory has broken away from these shackles, and Magic, a concept brand that was previously in Huawei's system, has become the high-end reliance of New Glory.
Magic 3 does not have too many revelations at present, from the warm-up Weibo of New Glory CEO Zhao Ming, Magic 3 focuses on AI capabilities. For example, in the case of a conference, if the mobile phone is connected to the phone, a glance at the Magic 3 will enter a silent state, which means that the Magic 3 can read the eyes, and more highlights of the Migic 3 need to be unveiled at the press conference.
In June 2021, New Glory just breathed a sigh of relief, Glory channel management Li Qiang told Tech Planet that before the release of the Honor 50 series, it was indeed a transitional product, and it was difficult to basically solve the chip and supply chain problems. Now, whether Migic 3 can make Glory in the second half of 2021, have the strength to conquer the autumn and winter of the crowd, is also what Glory's national channel providers are looking forward to.
Of course, Honor is also developing more concept models. Recently, the Tianyancha App shows that Honor Terminal Co., Ltd. has obtained the patent authorization of "folding screen equipment", which also means that Honor will also develop folding screen mobile phones that highlight the design strength.
The press conference is lively and lively, and the market will not give Xiaomi and new glory more opportunities, especially the rumored iPhone "13 incense" will be released in the autumn. Neither the MIX 4 nor the Magic 3 will have much time left.
<h1>Who took huawei's vacated market share? </h1>
As we all know, Huawei is subject to chip problems, and its domestic market share has fallen from "Top 1" to the "Others" category in statistics, who has taken over Huawei's vacated market share?
According to Canalys' data, the mobile phone manufacturers with the most shipments in Q2 in 2021 are vivo, OPPO and Xiaomi, with market shares of 24%, 21% and 17% respectively. Xiaomi's domestic market share is still lagging behind the top two, but from the perspective of annual growth rate, Xiaomi's annual growth rate is 35%, and the growth rate is still the fastest.
Xiaomi's progress is indeed obvious, from Xiaomi's own shipments, its Q2 shipments of 53.1 million mobile phones, an increase of 86.6% year-on-year. In Europe and other regions of the market share of the first, the global smartphone market share of 16.9%, but also briefly won the world's first shipment of the throne, stable is still surpassing Apple's global second mobile phone manufacturers, which also makes Lei Jun very happy.
However, purely from the perspective of the high-end smart phone market, the efforts of major brands may not be very successful. The M and P series mobile phones that are the main focus of China are positioned at a high price of more than 4,000 yuan, that is, the high-end machine line divided by major research institutions is above the $600 line. In the past, this market was basically controlled by Huawei and Apple, and "Huawei fell to who can eat enough" has become the focus of attention.
According to JD.com's 618 sales statistics, the highest-selling mobile phone model is still the iPhone 12, a high-end mobile phone to seize the top spot in the overall sales of mobile phones. The rest are xiaomi and OPPO's low-end sub-brands, such as Xiaomi's Redmi and OPPO's Realme, as well as vivo's IQOO.
Many people believe that Apple won the Jingdong 618 single product cumulative sales ranking and brand cumulative sales ranking, the reason behind the iPhone 11 and 12 two main models price reduction promotion, but it is also because of apple's high-end smart phone profits, can support Apple to carry out a certain range of price reduction, in order to let Apple high-end machine beat the sales of a series of cost-effective mobile phones.
In comparison, trying to replace Huawei's M and P series, and Apple's domestic high-end machines, only Xiaomi 11 Ultra occasionally appears in various lists, and the rest of OPPO Find X3, OnePlus 9, vivo X60t Pro+ and Xiaomi 11 Pro have not announced specific sales, nor have they appeared in various lists.
At this conference, Lei Jun only announced that the sales volume of Xiaomi Mi 10 is 5.77 million units, compared with the domestic iPhone 12 given by QuestMobile, the number of activations so far is 6.18 million units. Slightly able to play on behalf of Xiaomi 10, two years of sales have not caught up with Apple's sales for one year, and Huawei is in urgent need of a domestic high-end machine that can challenge Apple.
From the end of 2020 to the beginning of 2021, all major domestic brands are riveting high-end machines, and from the configuration point of view, the high-end machines of each family are not bad at all. But the difference is in stability, Xiaomi 11 Ultra's motherboard heating and wifi signal problems are serious, OPPO Find X3 design is not stable enough, which has led to domestic high-end machines have not won the recognition of mainstream users.
Apple is still a big winner, and even seized the market vacated by Huawei, which can also be seen from Apple's financial report. On July 27, Apple announced its fiscal third quarter of fiscal 2021, with net revenue reaching $81.4 billion. Greater China net revenue was $14.7 billion, up 58% year-over-year.
Cook said in a subsequent analyst conference call that the third fiscal quarter growth in Greater China also hit a record high in the same period, and the user response to the iPhone 12 Pro and 12 Pro Max was very strong, so sales were very good.
All along, Xiaomi, OV and Glory have competed in the field of thousands of yuan machines to compete for cost performance, and the high-end machine market is not difficult to have products, but it is difficult to have mature classics, which makes consumers vote with their feet. Can't afford to buy the iPhone 12, and even choose Apple's previous generation of iPhone 11, it is also helpless.
<h1>Is opening a store the key to winning the market? </h1>
In the high-end machine market, products are a dimension of decisive victory, and domestic brands also realize that channels are still one of the key factors in winning.
All along, China's smart phone market has been like this, "30% online, 70% offline." Offline market, 55% of urban market, 45% of county and township market. "Therefore, the key word of domestic intelligence at present is to make up lessons and make up for the lag in channel construction."
Unlike OPP and vivo make-up courses online, the launch of online brands realme and iQOO, Xiaomi and Honor's efforts focus on offline channels. The current offline stores of both are not more than 10,000, and strengthening offline channels is the main goal at present.
Xiaomi's offline expansion began in November 2020, when Xiaomi's planning of "thousands of stores opened together" also seized a wave of marketing heat, when the total number of xiaomi's offline stores was only 3200. Since then, Xiaomi has begun to expand by 1,000 per month, exceeding 5,000 in April 2021 and 8,000 in June 2021.
Although it looks like a speed, but a wave of careful calculations, according to this speed, Xiaomi's retail points to reach OV of 200,000, almost 20 years, this cycle can not afford to wait. But Lu Weibing has said that the goal of Xiaomi's offline stores is not to surpass OV, but to emphasize "efficient expansion". In 2020, a wave of "dealers withdrawing from the direct sales system" strategy is happening in this context.
Today, most of Xiaomi's more than 8,000 stores are self-operated Xiaomi Home and Xiaomi Experience Stores where Xiaomi employees serve as store managers. On July 23, Xiaomi convened all regional managers from all over the country to gather in Beijing to strengthen the management of offline stores, which is also one of the significance of convening this conference.
Compared with Xiaomi's offline entry strategy, Honor's offline store opening style is obviously different. According to public reports, in 2015, Honor began to lay out offline, and at the end of 2019, Glory opened more than 2,000 stores offline, and New Glory's goal in 2021 is to open 30,000+ offline experience stores and special counters.
"Faster, do not emphasize self-operation" is the core strategy of Glory, from the only flagship store in Vientiane in Chengdu to the offline experience store that opens all over the country, the pace of Glory's expansion is also very fast. Especially during the May Day period, it is the day when glory offline stores are intensively opened, and more than 10 are opened at the same time in Hefei, Anhui.
Honor CEO Zhao Ming once said that in the first half of 2020, the proportion of offline sales of Honor has surpassed online. This is related to the fact that many shareholders of New Glory are channel dealers, after all, putai Tianli, Tianyin Communication and Aishtech these strength dealers, previously huawei and glory agents.
Which store opening model of Xiaomi and Honor is more reasonable, it is not easy to say at present. Li Qiang told Tech Planet: "Xiaomi emphasizes the direct management model, resulting in many stores profit gross profit of only about 10%, and many of the agents of New Glory are also losing money, and after surviving the shortage period, they have to compete with the efficiency of the agent." ”
Previously, he had confidently believed that New Glory would definitely take over Huawei's market, after all, the channel capabilities of the two could almost be reused, and Glory was also secretly and actively approaching Huawei's offline stores that had no goods to sell. However, under the systematic attack of Xiaomi Group and the surprise brought by Xiaomi MIX 4, he believes that the market competition in the second half of the year is not easy to say.
Today, Apple's Tim Cook is still the dominant player in the smart phone market, Huawei Yu Chengdong has no choice but to withdraw from this stage, the second half is the diagonal play between Lei Jun and the new recruit Zhao Ming, and the competition of domestic smart phones is opening the curtain of the final