Because what Lei Jun wants is the high-end of the mass market, not the high-end of the niche market. The Xiaomi brand is upgraded, and then among Xiaomi users who have the ability to buy high-end devices, those who care about marginal benefits will automatically become users of high-end Xiaomi devices. Those who pursue the ultimate price-performance ratio will turn to Redmi phones. One of the reasons why the Xiaomi brand is used to hit the high-end is that the Xiaomi brand itself is the simplest mark, equivalent to the eldest son of Xiaomi. If it remains in the low-cost cost-effective model, it is not conducive to the improvement of Xiaomi’s overall brand value. Another reason is that it costs money to build a brand. Doing more brands can fill in the gaps in the market. Classified marketing is very clear to everyone. However, Xiaomi, which has always been developing with a price-performance ratio, is indeed frugal in marketing. It does not want to ask a spokesperson to let Lei Jun, who debuted at Station B, to be the endorsement. Think about it and know how much it will spend on marketing. If you don’t build a new brand, you can spend all your money on the blade. Although Xiaomi has developed rapidly in recent years and has a high reputation, in fact, its background is far less than those of the established manufacturers. What it relies on is to gather strength together, improve product quality, and then find ways to reduce prices in order to achieve development. Fewer types of mobile phones are also good for users. Many mobile phones are divided into a bunch of categories, but they are all the same, and they are sold as new ones in a different case. If there is less, more people will be staring at, the pressure of problems will be greater, and the quality control will be better. In the high-end field, if you don’t occupy it, others will occupy it. It’s not bad to let Xiaomi go. Stacking may not have the best effect, but it is better than no stacking.


By zhiwo

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7 months ago

This is not the decision of Lei Jun. What happened that year before Lei Jun decided to make a mobile phone? Android is in the ascendant. China’s manufacturing industry is on the rise. Traditional mobile phone manufacturers’ strategic mistakes have fallen, and the mobile Internet has exploded. China’s 4g has surpassed 3g. Lei Jun foresaw all the above and seized the opportunity to create a Fortune Global 500 in just a few years. Just so powerful, Xiaomi led by Lei Jun also took many detours. What else is high-end? Who is calling for high-end? Can the high-end products be achieved by selling expensive materials alone? Every time there is a wave of machine replacements, several companies can be killed. How many manufacturers have fallen in China, are the lessons not enough? Fighting in the Red Sea market, every step of the way will cause heavy losses. Count those brands. Those who claim to be high-end and high-end brands, they don’t even have any bones left. In 19 years, Xiaomi did not sell mobile phones, but its cash flow was abundant. I can’t remember Lei Jun’s words with investors. The main idea is not to watch that we have no goods to sell now, and we can easily go into battle without goods. The 5g replacement wave has huge risks and opportunities, and indigestion inventory will become a huge burden for enterprises. What Lei Jun said is right, so in 2020, Xiaomi Mi 10 and Mi 10 series will successfully stand in the 4000-6000 price range. If other companies hadn’t been vacated by Huawei, they would have been dragged down by their own inventory. When Shen Yiren left his job, he just carried a big pot, didn’t he? Now I come back to answer the question of the subject, let me ask first, do you think it is high-end, whether it is a new brand, is it simple? I found it difficult, even said it was difficult.

7 months ago

It is particularly difficult to create another brand first and then spread its reputation. Why do consumers think that your new brand is a high-end brand? Is it because it is expensive? If it is expensive to sell, it can hit the high-end, then Xiaomi has already become it. Secondly, if you re-create a brand and retain Xiaomi’s own positioning, it will inevitably conflict with redmi. Just like the previous Xiaomi 9 and k20pro. Although there are also reasons for rice wine to pull the hips, it is obvious that the hot sale of k20pro severely limits the sales of rice wine. And last year’s k30pro, in order to make way for the Mi 10, he forced himself to slap and cut the high brush. As the bulk of Xiaomi’s shipments, Redmi must not be easily moved, and many consumers have also recognized the price-performance ratio of redmi. Therefore, we can only raise the brand of Xiaomi to prevent the conflict between Xiaomi and redmi again. Having said that, in fact, you can regard redmi as the successor of Xiaomi’s price-performance ratio, and the new Xiaomi is re-starting as a high-end brand.

7 months ago

Re-building a brand to hit the high end is not as simple as imagined. Because it is not that you shout after re-establishing: Our new brand is a high-end brand, you are even a high-end brand. If this were the case, wouldn’t that one plus be long ago? The current Meizu is also a flagship every year, so has Meizu become? There is also the magical brand of 8848 that “automatically alarms ten meters away from man and machine”. I am afraid that it is not too high-end for a long time. Creating a new brand is equivalent to starting from scratch. For example, Xiaomi is a game account. Now that the account has reached level 100, the future is bright. You said that you don’t continue to practice it, you have to use the entire trumpet to surpass the tuba. is it necessary? The benefits of a new high-end brand may not exceed the high-end Xiaomi. The brand “Xiaomi” represents more than just mobile phones. When you are visiting the mall, you might as well walk into Xiaomi’s home to see what Xiaomi is currently selling. Mobile phones, TVs, computers, and a lot of miscellaneous ecological chain products, maybe you can tell which brand those products are made, but in the eyes of ordinary consumers, they are the same brand. That is “Xiaomi”. After Xiaomi gains a high-end position, it will not only increase its own brand revenue, but will also drive a large number of ecological chain companies behind it. Even now, there are really a lot of people buying Xiaomi ecological chain products because of Xiaomi. When I was shopping, I often found passers-by carrying Xiaomi’s backpack, which made me always bump into the bag with others. If it is a new high-end brand, even if it finally becomes, there will only be products such as mobile phones, right? You can also refute that this high-end brand can also follow the Xiaomi set, and a whole bunch of ecological chain products. So why not start directly from Xiaomi, and waste all your efforts in vain? To be reasonable, it is really unnecessary. The above are just personal opinions, and everyone is welcome to communicate together.

7 months ago

I think Xiaomi mobile phone can be a big head in the mobile phone industry. If you are creating a brand to impact the high-end market, what is Xiaomi’s positioning? The positioning of Redmi is already very clear, that is, it is the low-to-mid-end market. Redmi K40 will sell for more than 2,000 yuan. The price/performance ratio is very high at this price. With Redmi in the low-end market, Xiaomi can safely hit the high-end market. There is no need to create a new brand. Moreover, the risks involved in creating a new brand are also great. Even if a brand that impacts the high-end market is created, will the profits be high? Will consumers buy it? There are too many uncertain factors.

7 months ago

According to the subject of the question, Xiaomi has independently developed a separate high-end brand, and then made every effort to build it. If it succeeds, what will Xiaomi do? Yes, what about the original Xiaomi? Do you want to compete with Redmi for cost performance and low-end market? Or is it to compete with the newly independent and successful sub-brands to compete for the mid-to-high-end market? This will produce a phenomenon. The original Xiaomi company is in an awkward position. If it goes up, it will affect the income of the sub-brand. If it goes down, it will also affect the income of the sub-brand. This dilemma is probably not a good phenomenon. Right. Therefore, we can only do a good job of the Xiaomi brand. The better we do, the more benefits we have, the more money we will have to research and develop, and then further enhance the competitiveness of mobile phones, and then continue to expand the market, like a snowball, which will continue to roll down. After a new product is independent, the problems caused by it are much smaller. Besides, if a new high-end brand comes out independently, will everyone believe that it is a high-end brand? Nowadays, the severity of brand effect is much stronger than before. It is not the time when you just throw out a brand and say that this is a high-end flagship, and consumers will believe it.

7 months ago

Building a brand is not a matter of overnight. The huge investment and the risks that come with it are also destined to be thankless. And hitting high-end brands is by no means an easy task. It does not mean that the price goes up to represent the brand’s success in hitting high-end brands. From the perspective of Xiaomi’s two series of high-end products, Xiaomi 10 and Xiaomi 11, Xiaomi’s impact on high-end products is still inseparable from the “price ratio”. . I think most people buy Mi 10 and Mi 11 for the price-performance ratio. The reason for the final choice is that the configuration of Mi 10 and Mi 11 is the most cost-effective in this price range, so I chose Mi 10 and Mi 10 in the end. 11. If you look at Huawei Nova7pro, the price is similar to that of Mi 10, but the configuration is quite different from Mi 10, but it is very popular whether it is bought online or offline. In my opinion, Xiaomi’s approach to high-end impact is very cautious. The high-end “cost-effective” achieved at this price will also be accompanied by a problem that when it encounters a phone with the same cost-effectiveness, it will form a lot of competition for him . So on the hardware stacking, you will see that Xiaomi Mi 11 is quite “crazy”, but it is also very helpless, because if there is not enough stacking material, then it is very likely that other manufacturers will bite their teeth and pile it up, by the way, make it faster. If it is different, it may be a little bit stressful for Xiaomi Mi 11. In order to maintain this kind of “stacking material”, it is necessary to maintain a sufficiently cost-effective price, which is one of the reasons why Xiaomi 11 is still not available in stock. Look at the high-end representative Apple, which is beaten by various fancy tricks every day, but has it affected his sales? As far as Xiaomi’s current high-end impact is concerned, it cannot be said to be a complete success, let alone the problem of re-establishing a brand. The biggest problem with Xiaomi’s high-end road is not whether it is called Xiaomi or rice, but at least for now, Xiaomi lacks. A “moat” can make him stand a high-end “moat”, which can’t be solved by changing the name. Therefore, instead of taking this risk to build a new brand, it is better to use the Xiaomi brand to hit the “high-end”, first increase the price, and after multiple generations of product iterations, slowly improve public awareness and increase public awareness The recognition of Xiaomi’s high-end products, the extreme price-performance ratio of Redmi, and maintaining the basic market of Xiaomi before, this two-handed path is obviously much more stable than directly building a new brand. In addition, I personally think there is another important reason, that is, Lei Jun has feelings for the Xiaomi brand. He has also stated many times that hitting the high-end is a goal for many years, and perhaps Mr. Lei is more or less influenced by this feeling when making decisions. I personally feel that instead of building a new brand, it is better to use the Xiaomi brand to hit the high-end, than to build a high-end brand, it is better to build a high-end series within Xiaomi, a series that can represent Xiaomi’s technology and innovation, instead of ” For the “cost-effective” series, it is best to pick up the mix again and build a new high-end product line through deep cultivation of mix. This may be more practical than building a new brand.

7 months ago

Xiaomi has been founded for so many years, only one thing has been implemented, and that is the price-performance ratio. Everyone, recall that Xiaomi’s least cost-effective products, such as Xiaomi play and Xiaomi Note3, don’t look good on your friends? The offline machines that were hurriedly released in the face of a crisis many years ago are still cost-effective, let alone others. Therefore, even if it is high-end, Xiaomi is also doing cost-effective, which is also reflected in last year’s Xiaomi 10 series and this year’s Xiaomi 11. For example, if you want to buy a device with a comprehensive quality similar to that of the Mi 10U, the only way is to spend an extra 1200 yuan on the mate40pro. Xiaomi Mi 11 is equipped with 100 million pixels, 2K resolution screen, 55W wired 50W wireless and 8.06mm body thickness. The workmanship and design have been improved. The price starts at 3,999 instead of increasing the price.

7 months ago

The high-end that Mr. Lei thinks in his mind may not be the same as the high-end that most people understand. What he wants to do is the so-called cost-effective high-end. And these three words cost-effectiveness are more spiritual. This means that under the premise of sufficient stockpiles, a part of the cost should be saved and the selling price should be appropriately lowered to achieve the cost-effective goal. If you want to leave Xiaomi and start anew, completely out of the influence of Xiaomi to rebuild a high-end brand, the related publicity costs are not a small expense. Where does this money come from? Isn’t it going to pass some on to consumers, isn’t that going against the price/performance ratio? Moreover, high-end does not mean that your product positioning can be achieved by high-end products. The final landing still depends on whether consumers can buy it or not. After completely breaking away from the big tree of Xiaomi Group, how to make consumers understand the new brand and be willing to pay is a university question. Although it has been said that Yijia has taken a path out abruptly before, the environment it faces is completely different from that of Xiaomi today. The competition in that market is not as fierce as it is now, and OnePlus has also chosen the very unique path of exporting to domestic sales. However, for Xiaomi, in fact, there was a very good opportunity in history to launch a high-end sub-brand. That’s right, I’m talking about the MIX series. It’s a pity that I didn’t seize this historical opportunity to push MIX one step further and let it take advantage of the east wind at that time to stand alone. And now, for the new generation of MIX, you can be regarded as Wangshi Wangshi for another year, and Wangshi is still on the island. Only hear the sound, but not see the thing. But there is one thing to say. I think that in the two tasks of starting anew in order to hit the high-end and reshaping a brand that was originally regarded as a low-end brand into a high-end, the latter is much more difficult. If it is really achieved, the sense of accomplishment will be much greater. For Lei, who has long been wealthy and just wants to find some work, it is not surprising that he chooses the difficult mode.

7 months ago

The Redmi brand comes from the Xiaomi Youth Edition. The youth version was the mentality to give it a try. The result was so good, so a sub-brand of Redmi came out. Later, Lu Benwei came to Redmi to stand alone. As for the impact on the high-end, Xiaomi note, Xiaomi mix, and Xiaomi mix3 still promoted the business flagship, but apparently none of these waves has been as effective as Redmi, so note and mix have not been as big as ever. It can be the scale of an independent brand, instead of Xiaomi insisting on an independent brand and doing high-end. This 5G price increase is universal. Compared with other brands, Xiaomi is still very cost-effective. It is just a slogan to hit the high-end, but in fact it is still forced to operate. In the same way, the CC series after the acquisition of Meitu was unsuccessful to target the female market. This originally had an independent brand, but the sales volume was not good and it was weakened. There is also Black Shark. Because of the needs of market segments, Black Shark is an independent brand. Xiaomi’s strategy has always been very pragmatic (koumen). The product is made first, and the product volume is large enough, and resources are given. When it is incompatible with the main brand, it will be independent. If it cannot be independent, it will be recovered. Everything is centered on short-term interests. This is not Xiaomi’s tactical diligence to cover up strategic failures, but simply lack of money.

7 months ago

I think that Xiaomi’s impact on the high-end is only reflected on paper, and it has not really done it. The so-called high-end is based on a certain premium, and it is impossible to achieve high-end purely by stockpiling. As far as 2020 is concerned, the Mi 10 Extreme Commemorative Edition is a so-called high-end product, and the stock is very sufficient. But as a user who wants to buy a high-end mobile phone, 6,000 yuan would rather buy a Huawei P40 or iPhone 11, and would hardly consider the top configuration of the Mi 10 Extreme Commemorative Edition. This is because users who want to buy a high-end mobile phone want more of a high-end mobile phone instead of paying special attention to the configuration. On the contrary, Xiaomi has piled too much configuration, seriously sacrificing design and feel, and became the first object to be excluded. It is even said that Xiaomi is not as good as Meizu in its high-end route. This year’s Meizu 18 series has found the right idea to hit the high-end. It improves the user experience as much as possible, takes into account the perfect balance of hardware, design and feel, and uses the “three zero strategy” and other details to achieve a certain premium. At present, Xiaomi is still too far from the real impact of high-end, and the product line has not been sorted out. A Xiaomi Mi 10S was released some time ago. This is considered a high-premium product to try, but under the background of its own Redmi K40 series and Xiaomi 11, it has become the “junk emperor” of Xiaomi’s family. In this case, creating another high-end brand positioning is purely messy, and the reputation will be poor. In this way, Xiaomi might as well rely on its previous reputation to explore a little bit to hit the high-end. This time will be very long, and it may take more than 3 years.

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