Xiaomi set up a high-end strategic working group to make efforts in the high-end mobile phone market. Xiaomi formulated their future development strategy in the mobile phone field: comprehensively benchmarking the IPHONE and officially attacking the high-end. Xiaomi set up a high-end strategic working group to develop the high-end mobile phone market.
Xiaomi set up a high-end strategic working group to develop the high-end mobile phone market. No one wants Apple to eat the cake in the high-end mobile phone market.
On the evening of February 8th, Xiaomi Chairman Lei Jun said in his personal Weibo that this afternoon, Xiaomi Group held the first important meeting since the beginning of the Year of the Tiger-the high-end strategy seminar. Lei Jun said that starting from today, Xiaomi Group formally established a high-end strategic working group. Under the strategic guidance of "global mobile phone sales are the first in three years", the high-end strategic goal is clear: products and experiences should be fully benchmarked against iPhone, and the domestic high-end mobile phone market share will be the first in three years.
Xiaomi 12 Poster Photo by Cai Shumin
It's not just Xiaomi who is ambitious. Since Huawei mobile phones were forced to withdraw from the high-end market due to the limited supply of 5G chips, other domestic mobile phone manufacturers have made efforts in the high-end market.
"Beat" apples
Lei Jun is not the first time to shout out the slogan of "Benchmarking Apple". At the Xiaomi 12 conference of 65438 on February 28th last year, Lei Jun's two "small goals" once caused a heated discussion. One is that the Xiaomi brand mobile phone has achieved the first global sales volume within three years, and the other is "officially benchmarking Apple and learning Apple".
In fact, Xiaomi once became the second largest mobile phone manufacturer in the world in the second quarter of 20021,and this good result also made Lei Jun set the goal of "being the second in the world and the first in the world within three years". However, Xiaomi only took a quarter of the throne of "the second in the world". 202 1 In the third quarter, Apple regained this position.
After Huawei, which had successfully impacted Apple's position in the high-end mobile phone market, suffered a rapid decline in market share, other domestic mobile phone manufacturers tried to fight for the market gap that Huawei was forced to give up, but from the results, Huawei seemed to be "down" and "full", especially in the high-end market.
According to the data released recently by the statistical agency CINNO Research, in the fourth quarter of 200213, driven by the strong performance of its new iPhone 13 series, Apple leapt to the first place in China, occupying a leading position in the high-end market above 5K, and its share increased significantly from 48% in 2020 to 75%, thus seizing Huawei's high-end market share.
Apple Store Photo by Cai Shumin
Years ago, Apple announced its performance report for the first fiscal quarter of fiscal year 2022 (202 1 fourth quarter). The financial report shows that in this quarter, Apple's revenue12,394.5 billion US dollars, a year-on-year increase of 1 1%, a record high; The net profit was $34.63 billion, a year-on-year increase of 20.43%. Among them, the revenue of iPhone business was US$ 765,438+US$ 06.28 million, an increase of 9.2% compared with US$ 65.597 billion in the same period last year, setting a record high.
IPhone 13, "the quantity increases but the price does not increase", not only makes Apple reach a higher level in the high-end market in China, but also helps Apple win the first place in the world again. On the eve of the release of Apple's financial report, the report released by the third-party market research organization Konas Company showed that in the fourth quarter of 2002/KLOC-0, Apple surpassed Samsung with a market share of 22%, ranking first in the world.
Anxious domestic manufacturers
No domestic mobile phone manufacturer wants to compete for the cake in the high-end market. Not only Xiaomi wants to benchmark Apple, but Zhao Ming, CEO of Glory, has repeatedly said that he wants to benchmark Apple.
Sun Yanbiao, president of the First Mobile Phone Research Institute, told reporters that if Huawei chips are continuously supplied, other domestic mobile phones need to surpass Huawei before they can shout "Benchmark Apple". After Huawei "fell", their goal was only the iPhone.
In recent two years, domestic mobile phones have embarked on the road of dual-brand development, set up their own brands to focus on cost performance and constantly explore their own high-end market. To this end, at the same time, companies have also come up with "real money and silver" for research and development. Lei Jun said in his Weibo today: "Maintain long-term strategic strength and continuous investment, and resolutely implement the' five-year 654.38+000 billion 'R&D plan." Glory, OPPO and vivo also made it clear that they should invest heavily in research and development.
However, the reality is that the wall of high-end market is not easy to break through. In the market that Huawei was forced to give up, the high-end market was mainly seized by Apple, and other domestic mobile phone manufacturers mainly filled the gap in the low-end market. According to the above statistics of CINNO Research, OPPO/vivo(202 1) performed strongly in the first three quarters, and stood firm in the first and second positions, especially in the domestic low-end main market 1K-3K, and seized the original share of Huawei; After the adjustment period in the first half of the year, glory was released intensively in the second half of the year, which led glory to rank third in China for three consecutive months in the third quarter.
Behind the constant shouting, it also reflects the anxiety of domestic mobile phone manufacturers. According to the data released by Information and Communication Technology Research Institute, in 20021year, the total mobile phone shipments in the domestic market totaled 35 1 10,000 units, up by 13.9% year-on-year. However, in Sun Yanbiao's personal view, the performance of the smart phone market in China last year was not good. According to the usual performance, if the market returns to normal, it should reach the level of 400-450 million units. It is worth noting that according to the statistics of IDC and Counterpoint, in the fourth quarter of 20021,Apple's share in the domestic market reached the highest level in history, both exceeding 20%, followed by OPPO, vivo and glory.
Xiaomi, who fell to the fifth place in the fourth quarter of last year, took the lead in expressing his position after the beginning of the new year, and once again emphasized the goal of "the number one mobile phone sales in the world within three years". "How can you win if you dare not shout?" In Sun's view, Lei Jun's call can be regarded as Xiaomi's "bright sword", and consumers' eyes will naturally attract. "The war of words does not help offline sales, but it may help Xiaomi's online sales."
Xiaomi set up a high-end strategic working group to develop the high-end mobile phone market. Since September 2020, Huawei has been treated unfairly because of its strength in the field of 5G, which has also led to a sharp decline in Huawei's mobile phone production. In the field of domestic high-end mobile phones, Huawei has always been the "big brother" level. But then Apple became the biggest beneficiary, and the sentence "Huawei fell and Apple was full" was also fulfilled. According to the financial report data released by Apple, its net profit reached 94.68 billion US dollars in fiscal year 20021,with a growth rate of 24.6%. At the end of 20021,Apple ranked first in domestic mobile phone sales for several months, most of which were high-end markets vacated by Huawei.
At present, the problem of Huawei's mobile phone production cannot be solved in a short time. Then for the domestic high-end mobile phone market, other domestic enterprises need to stand up and carry this banner. We can't watch the domestic high-end market be swallowed up by Apple. From the user level, they also hope that another domestic high-end brand can benchmark Apple and combat Apple's "bullying" in the domestic market.
On the second working day after the Spring Festival in 2022, an extremely important seminar was held inside Xiaomi. The decision of this meeting may bring earth-shaking changes to the future of the domestic high-end mobile phone market. At this meeting, Xiaomi formulated their future development strategy in the field of mobile phones: comprehensively benchmarking the IPHONE and officially attacking the high-end.
In fact, from Xiaomi 10, Xiaomi has already shouted the slogan of hitting the high end. Since then, Lei Jun has recognized a problem that restricts the future development of Xiaomi, that is, Xiaomi mobile phone, which started with "cost performance", and this attribute has also become the limit of its continuous progress. So Xiaomi handed over the "cost performance" to Redmi, who was in charge, and Lei Jun personally led the Xiaomi series to hit the high end. At that time, Xiaomi 10 also made Lei Jun see the hope of impacting high-end success.
Xiaomi 12 released at the end of 20021shows the beginning of Xiaomi's official impact on high-end products after Xiaomi 10 and Xiaomi1. At the press conference, Lei Jun also slogan "Benchmarking IPHONE". Judging from the performance of Xiaomi 12 for more than a month, Xiaomi has officially established itself in the domestic high-end field. The sales volume in the first five minutes was 654.38+08 billion, and the shipments in the first month far exceeded the sum of all other brands of Snapdragon 8 mobile phones. Xiaomi 654.38+02 Pro became the sales champion of Android in the multi-platform price range of 1 month 4000+. This series of performances shows that consumers recognize this model.
The reason why Xiaomi dares to shout out the slogan of "benchmarking IPHONE" and "winning the first market share of domestic high-end mobile phones within three years" also has its own confidence. Especially in terms of R&D investment, the R&D investment of 654.38+000 billion in the next five years will give Xiaomi strong competitiveness and confidence in future technology research and development. We also hope to see the day when domestic mobile phones surpass Apple in the high-end market.
Xiaomi set up a high-end strategic working group to develop the high-end mobile phone market. 3 Xiaomi's high-end strategy has specific goals.
On February 8th, Lei Jun, chairman of Xiaomi, said in Weibo that Xiaomi Group held the first important meeting since the beginning of the Year of the Tiger-the high-end strategy seminar, and made it clear that the high-end road is the only way for Xiaomi's growth and the life-and-death battle for Xiaomi's development, and it will unswervingly implement the high-end strategy.
Lei Jun said that starting from today, Xiaomi Group formally established a high-end strategic working group. Under the strategic guidance of "global mobile phone sales are the first in three years", the high-end strategic goal is clear: products and experiences should be fully benchmarked against iPhone, and the domestic high-end mobile phone market share will be the first in three years. The road to high-end is not achieved overnight. We must insist that Qingshan will not relax, maintain long-term strategic strength and continuous investment, and resolutely implement the "five-year 1000 billion" R&D plan.
Lei Jun mentioned that Xiaomi's high-end road has gone for two years, with successes and setbacks, and now it has reached a new stage. In the future, Xiaomi will adhere to the strategy of "faster and more stable"; From strategic attempt to strategic attack, from performance leading to experience priority. Xiaomi will firmly take the mobile phone as the center, comprehensively deepen the core strategy of "mobile phone X AloT" and create a smart ecosystem with comprehensive leading experience.
On February 28th last year 12, at the Xiaomi 12 press conference, Lei Jun once said that Xiaomi will officially benchmark Apple and will surpass Apple step by step in the future. "I think domestic mobile phones should have such courage. Why not compare it? A comparison, you may find that the strength of domestic mobile phones is much stronger than everyone thinks. "
According to the data provided by Xiaomi Group, the sales data of Xiaomi 12 are optimistic. The shipments of Xiaomi 12 and 12Pro in the first month exceeded the sum of other brands of Snapdragon 8 mobile phones, among which Xiaomi 12 Pro became the sales champion of e-commerce platforms JD.COM and Tmall 1 4,000 yuan+monthly price range.