Home » Xiaomi wants to be the world’s second product and service is indispensable | Xiaomi | Xiaomi mobile phone | IoT_Sina Technology_Sina

Xiaomi wants to be the world’s second product and service is indispensable | Xiaomi | Xiaomi mobile phone | IoT_Sina Technology_Sina

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Original title: Xiaomi wants to stand firm in the world‘s second product and service is indispensable

Recently, Xiaomi released its second quarter financial report. The financial report shows that in the second quarter of 2021, the total revenue of Xiaomi Group reached RMB 87.8 billion, an increase of 64.0% year-on-year; the profit during the period reached RMB 8.3 billion, an increase of 83.9% year-on-year; the adjusted net profit reached RMB 6.3 billion, an increase of 87.4% year-on-year .

Both revenue and profit have achieved double growth, and Xiaomi mobile phones are indispensable. According to the financial report, Xiaomi’s smartphone revenue reached RMB 59.1 billion in 2021Q2, a year-on-year increase of 86.8%.

Mobile phones carry high-end dreams

As the basic disk of Xiaomi, mobile phones are not only an important part of corporate profitability, but also an important carrier of Xiaomi’s ecological chain and Internet services. As we all know, Xiaomi once faced serious crises in 2018 and 2019, and then staged a “miracle rebound”. Today, Xiaomi mobile phones have ranked first in 22 regional markets around the world.

The root of Xiaomi’s change of fate lies in the return of mobile phone products. Unlike competing products on the market, Xiaomi’s mobile phones usually do not have potential user portraits, which means that there is no natural support from “hard-core users”, such as young women in third- and fourth-tier cities from a certain factory, or those from a certain factory. Successful middle-aged people and so on. The so-called “Mifen” is just a group of digital enthusiasts who value cost-effectiveness and chase parameters. Once Xiaomi mobile phones lose product power, Mifen will immediately switch to other brands. In fact, brands such as OnePlus, Realme, IQOO, etc. rise in popularity , Is also due to the decline of Xiaomi in 2018/19.

Since the beginning of the Xiaomi Mi 10 series, the return of the technology chasing Xiaomi has made Mi Fan excited, and also signaled the beginning of Xiaomi’s mobile phones moving towards high-end. Especially in the second half of 2020, the Xiaomi Mi 10 Extreme Commemorative Edition mobile phone equipped with “3 120” technology is not only the masterpiece of Xiaomi’s 10th anniversary, but also the most powerful mobile phone on the market at that time.

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In 2021, under the premise of the absence of competitors in the same period, the Xiaomi Mi 11 series accurately positioned the camera needs and achieved the top level in parameters such as the screen. It successfully reached the 6000 yuan gear and achieved success. At the same time, the Redmi K40 series Smoothly fill the price range of the original Xiaomi digital flagship. For a period of time, Xiaomi has become the brand with the smoothest model price ladder among domestic manufacturers. The return of the MIX series of mobile phones is Xiaomi’s further exploration of technology, and it has also become another attempt by Xiaomi in the high-end field: Compared with stacking materials, it focuses on the overall experience of Xiaomi mobile phones from areas such as signal, feel, and appearance. Can it be recognized by the market?

The financial report shows that in the first half of 2021, Xiaomi has sold 12 million mobile phones priced at 3,000 yuan or more than 300 euros, surpassing the full-year figure of 2020. Xiaomi’s dream of high-end mobile phones starting from Xiaomi Mi 10 is about to become a reality.

IoT expands unknown boundaries

If mobile phones are the cornerstone of Xiaomi, then IoT devices are Xiaomi’s solid moat in the high-end market. The financial report shows that IoT and consumer products will achieve RMB 20.7 billion in revenue in 2021Q2, a year-on-year increase of 35.9%; the cumulative number of connected devices on the AIoT platform has reached 370 million, and the number of users with five or more smart devices has reached 7.4 million; Xiaoai classmate month The number of livelihoods exceeded 100 million; the monthly livelihood of Mijia app reached 57 million.

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With its first-mover advantage and successful ecological chain strategy, Xiaomi can now achieve the coverage of smart homes in the whole house. Gap. Why is it five years? The reason is simple. Five years ago (2016) competing products were released, but the development has not reached the level of Mijia five years ago.

In the process of building an IoT empire, the Mijia app has made great contributions. Users of smart home appliances know that the biggest pain point in the use process is not the cumbersome binding, nor the lack of functions, but the use of different apps for each product, not only cannot be interconnected, but the fragmented apps are not used. Experience at all. Because of this, the Xiaomi Eco-Chain products share a Mijia app, which not only gives users a smooth user experience, but also gives Xiaomi IoT products a strong brand potential and user stickiness: Imagine that a user purchases the first Xiaomi IoT The device may be out of cost-effectiveness, or out of curiosity, but when consumers buy the second and fifth IoT devices, they will give priority to the interconnection between the devices and the overall experience, even if the price is not too high. Big advantage.

In 2021, Xiaomi’s ambitions can be seen even more from the IoT devices. Xiaomisound, which first launched UWB technology together with MIX4, is the first ecological barrier for Xiaomi’s IoT devices; Xiaomi’s 55/65/77-inch OLED product matrix, which refreshes the bottom line of OLED TV prices, is Xiaomi’s TV ranking first in the Chinese market for 10 consecutive quarters. An active attempt to change China’s color TV industry.

Mi Fan looks forward to Xiaomi’s big factory style

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Of course, in the process of Xiaomi’s growth, there have also been various chaos caused by the early barbaric growth. The “Xiaomi Bible” that recently maxed out at station B is the best example. As the forerunner supporting Xiaomi’s dream, Mi Fan is the most loyal supporter of Xiaomi’s development so far, and it is also the source of the momentum for Xiaomi’s bottoming out. The author has no intention to question whether Lei Jun’s move to give the first batch of Xiaomi mobile phone users a full refund at the press conference is sincere, but at the moment when Xiaomi’s high-end dream is about to come true, as a powerful 500 factory, Xiaomi, how sincere and 10 years The rice noodles who care about and love Xiaomi continue to be good friends. This is something that Xiaomi needs to think carefully in the journey of strong growth.


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