For Xiaomi, although the recent "leak turmoil" in the automobile business has caused a lot of uproar, the mobile phone business has achieved outstanding results one after another.
On December 20, Xiaomi announced that Redmi (Redmi) K70 series mobile phones achieved sales of 1 million units in 14 days, setting a new record for the fastest K series to break 1 million units. It is understood that the previously released Xiaomi 14 series has achieved a weekly sales record of more than 1 million units, and Xiaomi continues to attack in both the high-end and mid-range markets.
In addition, there is also a new follow-up to the Xiaomi car leak incident, ZAKER apologized for the "Xiaomi car information leakage incident", saying that the employees involved would be fired and never hired.
Redmi set a record, and the supply chain took off in ten years
Redmi K70 series mobile phones are regarded as "ten years of sharpening a sword" products. On the evening of November 29th, Redmi's 10th anniversary and K70 series launch conference was held in Beijing, and the Redmi K70 series was officially released as a "gift".
At the press conference, Lu Weibing, partner and president of Xiaomi Group and general manager of the Redmi brand, said that the Redmi brand has gone through a decade of history, and from 2013 to 2023, Redmi's global mobile phone sales have reached one billion units.
Lu Weibing said that ten years ago, the domestic mobile phone supply chain was still relatively weak, not only "lacking cores and screens", but also relying on imports in many aspects, and the localization rate of the supply chain was very low. In order to develop a mobile phone that mainly uses domestic components and drive the development of the domestic mobile phone supply chain, the Redmi team invested 40 million yuan in R&D costs in one year to make the first Redmi mobile phone, with the internal code H1. However, in the review stage, Xiaomi internally believed that the quality of this product did not meet expectations, so Lei Jun, the founder of Xiaomi Group, decided to cancel H1 and make another H2 from scratch, becoming the first generation of Redmi mobile phones.
In the past ten years, the Redmi series of mobile phones has not only achieved the take-off of its own sales, but also driven the vigorous development of domestic supply chain enterprises. Lu Weibing said that the Redmi generation sold a total of 44.6 million units, and the release of this mobile phone has led to the development of the domestic supply chain, completely ending copycats, popularizing smartphones, and accelerating the development of the mobile Internet.
At present, Xiaomi's domestic supply chain partners include AAC Technology, Sunny Optics, Tianma Microelectronics, Shanghai Weir Semiconductor, BYD Electronics, TCL Huaxing, Sunwoda Energy, etc. In order to further promote the development of the domestic supply chain, Redmi and its domestic supply chain partners announced the launch of the "2 Trillion New Grand Plan" new framework for global cooperation, and will create and share a comprehensive output value of 2 trillion yuan in the global market in the next ten years.
The companies participating in the above plan issued a "Qinghe Consensus", which put forward four major initiatives: firmly and continuously "hard-core innovation" is the proposition of the times, taking root in China and "chaining" the world is the inevitable choice, "self-reliance and self-improvement on the one hand, cooperation and opening up on the other" is the only way to continue to develop, and the rise of trillion-level industrial clusters will reshape the global value chain pattern.
On December 20, according to Xiaomi data, the Redmi K70 series of mobile phones achieved sales of 1 million units in the first 14 days of sales, setting a new record for the K series.
A variety of "fighting machines" exceeded Lei Jun's expectations
In addition to the outstanding sales of Redmi K70 series mobile phones, the hot sales of the Xiaomi 14 series have also exceeded Lei Jun's expectations. On the morning of November 7th, Lei Jun, founder, chairman and CEO of Xiaomi Group, said in response to netizen comments on Weibo that Xiaomi 14 has sold more than 1 million units, but the shortage is still serious, and he is desperately urging orders, please be patient and wait.
Lei Jun said in an exclusive interview with CCTV News' "Face to Face" program that he thought that the Xiaomi 14 series would sell better than the previous generation, but he didn't expect it to be so much better. He said that the first core indicator is the first-month praise rate of e-commerce purchase users, which is generally between 95% and 96% among peers, and Xiaomi must achieve 99%.
"The sales of high-end products in the first month are 1 million to 2 million units, and at such a large order of magnitude, in fact, there are very few people who say badly. So we'll break it down one by one, what exactly users are complaining about, how we can improve it, and then make sure that the problem is resolved. Lei Jun said.
It is understood that in the past two years, Xiaomi has released six series of high-end products, and the first five series of e-commerce buyers have a first-month praise rate of 99%, but sales have not improved much. For the sudden explosion of the Xiaomi 14 series, Lei Jun believes that it is "a matter of course", in which Xiaomi's surging OS, which lasted seven years and invested more than 5,000 engineers to develop, played an important role in the success of the Xiaomi 14 series.
With the release of the Xiaomi 14 series and the Redmi K70 series, Xiaomi's market share continues to increase. According to BCI data, in November 2023, the number of new Xiaomi (including Redmi) new phones in the Chinese market will be 5.243 million units, a year-on-year increase of 1.605 million units, a year-on-year growth rate of 44.1%, and with a market share of 18.3%, it will jump to the first place among domestic brands, second only to the overseas brand Apple.
In the high-end market, Xiaomi's voice is also increasing, and the domestic market has formed a three-power pattern of "Apple, Huawei, and Xiaomi". According to BCI data, in November, Xiaomi's market share of domestic mobile phones above 4,000 yuan was 14.4%, second only to Apple and Huawei, ranking third in the country.
Ten times the investment in the car, Lei Jun "is determined to win"
In an interview with CCTV News "Face to Face", Lei Jun said that Xiaomi's investment in car manufacturing is ten times that of other automakers. Generally, a car brand invests a total of 300 to 400 people to build a car, with a cost of 1 billion to 2 billion yuan, while Xiaomi Auto's first car as a whole invests 3,400 engineers, and the research and development cost exceeds 10 billion yuan.
"With that in mind, I'm going to do it in a way that I want to get. Lei Jun said that entering the automotive industry is challenging for Xiaomi, but the difficulty is controllable.
At present, Xiaomi cars have not yet been listed, but photos of Xiaomi cars have appeared on the Internet. In this regard, the "Xiaomi Company Spokesperson" issued a "Statement on Malicious Leaks and Rumors Related to Xiaomi Cars" on Weibo, saying that on December 17, 2023, the media "ZAKER" employees Bao Moumou and Guan Moumou intentionally leaked the confidential filming content without permission when they signed the "Confidentiality Commitment" and knew the confidentiality obligations and corresponding penalties.
Xiaomi Group said that after verification by the Xiaomi Group's confidentiality management team, the above two people have admitted that they have violated their confidentiality obligations. After communicating with the media to which they belong, Xiaomi Group will investigate the responsibility of the two and their media for leaking secrets in accordance with the corresponding provisions of the "Confidentiality Commitment" signed by both parties, including but not limited to public apologies and fines.
On December 20, the official Weibo of "ZAKER" issued the "Apology Statement on the Information Leakage of Xiaomi Automobile" (hereinafter referred to as the "Statement"), which further restored the incident.
"Statement" said: "On December 17, 2023, ZAKER was invited to participate in the tasting and shooting of Xiaomi Auto Static Products, and before the event, Bao Moumou, an employee of our Automotive Division, signed the "Confidentiality Commitment". During the tasting and shooting, Bao Moumou mistakenly thought that the photos of Xiaomi cars publicized by the Ministry of Industry and Information Technology were materials taken by other media in the same place, and mistakenly believed that your company allowed the public release of the photos taken, so without the permission of your company's on-site staff and without informing our company, for personal purposes, three work tidbits with Xiaomi cars were sent to his personal WeChat circle of friends without authorization, and then reminded by the on-site staff, Bao Moumou immediately realized the seriousness of the matter and immediately deleted the content of the circle of friends, and the release lasted about 5 minutes, but the photos have spread and caused heated discussions on the Internet。 ”
ZAKER said that after learning of the incident, the company attached great importance to it and immediately set up an incident investigation team on the same day to verify the relevant situation and relevant personnel. According to the relevant rules and regulations of the company, the company dismissed Bao Moumou, an employee of the automobile division, and never hired him.
Editor-in-charge: Zhu Yumeng Proofreader: Zhu Tianting
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