Asserting that mobile phones have been “firmly established in the high end”? Lei Jun may have overestimated Xiaomi’s level

On August 26, Xiaomi group released the second quarter financial report of 2020. According to the financial report, Xiaomi’s total revenue in the second quarter was 53.538 billion yuan, a year-on-year increase of 3.1%, and a net profit of 4.5 billion yuan, a year-on-year increase of 129.8%. < p > < p > among them, the sales volume of smart phones in the second quarter was 28.3 million units, and the revenue was 31.6 billion yuan. Although it decreased by 1.2% year-on-year, Lei Jun was still full of confidence. Even after the financial report was announced, he even sent a micro blog saying that Xiaomi mobile phone had “stabilized its high-end position”. < p > < p > Lei Jun said this because Xiaomi’s revenue growth in the second quarter was more than expected, and mobile phone sales overseas performed very well, and it has entered the top four in the world. Among them, the growth rate of mobile phone market in Europe was the first, and it entered the top three European shares for the first time. In addition, Xiaomi group’s intraday rise expanded to 5.4%, and its share price reached a new high in recent two years. Compared with other brands of mobile phones, it seems more difficult for Xiaomi to be a high-end mobile phone. As we all know, Xiaomi started off on “cheap”, and regardless of the advantages and disadvantages of this means, this is Millet’s unique style. Once a brand’s style is determined, it will attract the corresponding user groups. Rice noodles have gradually accepted and adapted to millet style over the years, which is also an important factor for them to support Xiaomi. < / P > < p > every time the millet comes out of the new machine, the estimated price of the outside world is very “people-friendly”. However, after taking the high-end route, the price of Xiaomi mobile phone soared. Compared with Huawei, apple and Samsung, this is probably not acceptable for all rice noodles: at the beginning of this year, Xiaomi 10 series started at 4000 yuan; the first version of Xiaomi 10 released not long ago rose to 5299 yuan, which was not inferior to any high-end mobile phone. It is said that the starting price of the next release of the mix4 will reach 5999 yuan. < / P > < p > this kind of pricing standard is indeed beyond the expectation of many people, but judging from the data, Xiaomi’s high-end line has made certain achievements overseas. In the first half of this year, 44.9% of Xiaomi’s revenue came from overseas markets. Before July this year, the average daily number of smart phones has exceeded the level of overseas market. It can be said that the growth rate of Xiaomi in overseas market is remarkable this year, and it has maintained a steady and progressive trend. Xiaomi is still not a “success” in China’s high-end mobile phone market. We have analyzed the market share of China’s mobile phone brands in previous articles. Only Huawei has maintained an upward trend, while the situation of other brands is not as good as expected, among which Xiaomi is relatively serious. Even from the perspective of high-end mobile phones of various brands, Xiaomi has the lowest average market share. In short, Xiaomi is in a backward state on the track of high-end mobile phones in the Chinese market, which can not be made up for by the success of overseas markets. Samsung’s current shipment volume is still No.1 in the world, but it is already among the “others” in China. HTC was also very good overseas in those years, but the Chinese market still failed to win. < / P > < p > the first time was the Note Series released in 2015. At that time, the prices of the two versions were 2299 yuan and 2999 yuan, which were higher than the classic pricing in 1999. In addition, the processor was hot and the user’s high-end consumption habits were not cultivated. Finally, the two versions failed. < / P > < p > the second time is Xiaomi mix series released in 2016. It adopts “full screen”, full ceramic body and ceramic acoustic design, known as “concept mobile phone”, leading the trend of “comprehensive screen” in the industry. It has been collected by many institutions such as Munich International Design Museum, Pompidou Center in France, and won many design awards in the world. < / P > < p > however, due to the use of ceramic acoustics and the aspect ratio of the screen, the upgraded version of mix released by Xiaomi was not as amazing as the first generation, and because other mobile phone brands began to increase the proportion of screens, the advantage of mix gradually disappeared. < / P > < p > from the past facts, Xiaomi 10 series has little chance of success in high-end impact. Despite Xiaomi’s efforts to impact the high-end market, it is still constrained by cost performance. Because many users still regard “cheap” as the feature of millet, it is not yet time to change the thinking mode of users. In addition, Xiaomi 10 series is not outstanding in design and configuration, and has not achieved particularly good results in the Chinese market. It can be seen that although Xiaomi has made good achievements overseas, it has failed to make brilliant achievements in China’s high-end market. Therefore, it is obviously too early for Lei Jun to assert that Xiaomi’s mobile phone “stands at the high-end”. Counterpoint announced top 5 best selling models: domestic iPhone 11 tops the list