Xiaomi 1 1 Why not sell 1999? It's really possible

After the next generation Android flagship chip Qualcomm Snapdragon 888 processor appeared, the whole Internet circle was waiting for Xiaomi 1 1.

On February 2nd, 65438, at the global new product launch conference held in Qualcomm, Lei Jun, chairman of Xiaomi, announced the existence of Xiaomi 1 1, and will launch Snapdragon 888 processor all over the world. According to the information disclosed by Weibo Blogger @ Digital Chat Station, Xiaomi 1 1 has a short exclusive period besides the starting right of Snapdragon 888. Lu Weibing, president of Xiaomi China District, seems to have confirmed this rumor. He said in Weibo that "there is still a difference between the first launch and the first batch", which means that Xiaomi 1 1 will be released in advance.

In recent days, news about Xiaomi 1 1 has been exposed one after another: the standard version of Xiaomi 1 1 is suspected to be networked, the pre-design of Xiaomi 1 1 has been released, and Xiaomi1/kloc-is equipped with a self-developed ISP. The Xiaomi 1 1 conference will be held in 65438+February, and this year we will witness two generations of Xiaomi flagships competing on the same stage.

Although it was a joke, Xiao Lei thought about it carefully and found that the distance between Xiaomi 1 1 and Xiaomi 1999 seemed not far away from us.

It is an indisputable fact that Xiaomi is going to the high end, but Xiaomi has never given up the price of 1999 yuan. After Xiaomi 8 officially bid farewell to "1999", Xiaomi immediately launched Xiaomi CC, red Mike20 and other models to make up for the fault of the mid-range flagship. The sales figures of Xiaomi 8 and Xiaomi 9 are not good-looking, but Redmi, which maintains a cost-effective style, has retained many cost-effective users.

The high-end millet 10 is no exception. Although the price of Xiaomi 10 is 3999 yuan, four months before and after the release of Xiaomi 10, Xiaomi launched two models with the price of 1999 yuan: Redmi K30 and Xiaomi 10 Youth Edition. Just last month, Xiaomi also launched the Redmi K30S for only 2299 yuan, while the overseas name of K30S was Mi 10T, and Xiaomi 10 finally achieved 1999 yuan.

Although Lei Jun once said in Weibo that "Qualcomm's chip is very expensive, which costs 500 yuan", Qualcomm is not the reason why Xiaomi can't make 1999. 20 17, Qualcomm made relevant adjustments to the criticized "selling price". 1999 yuan Xiaomi mobile phone only needs to pay more than 10 yuan patent fee, and the economic burden is not heavy. Moreover, in recent years, Qualcomm has been courting Xiaomi, and the name of Snapdragon 888 has a strong China color, which is a visible fact that Xiaomi's bargaining power has increased.

So since Qualcomm's patent fee is not the biggest obstacle, Redmi K30S also proves that Xiaomi still has the ability to make a bucket flagship machine with a price of about 2,000 yuan. Why do people still think that Xiaomi 1 1 (even the youth version) is unlikely to return to 1999?

In fact, the launch of the "cost-effective machine" Redmi K30S was quite unexpected. Some sources interviewed by Xiao Lei said that the K30S was not in Xiaomi's original planning array, but a product that was added halfway, mainly facing the overseas market with soaring demand, just like the previous Poco mobile phone. Just in time for the Double Eleven shopping season, Xiaomi put K30S into domestic profit, but also strictly limited its output.

With the success of Xiaomi at the high end, Xiaomi began to streamline its product line. It must be said that the launch of Xiaomi CC and K20 has a strong atmosphere of compromise. They are the products of the times to test consumers' tastes when the high-end market of Xiaomi is unstable. These models are also the "fire brigade" that failed in Xiaomi's high-end market.

Since MIX2, Xiaomi's strategic planning has a taste of "rushing to the hospital". After purchasing Meitu, launching camera phone, exposing folding screen and MIX Alpha in advance, Xiaomi has been exploring the high-end road until the high-end market demand is accepted by the public (photo+screen). After Xiaomi's strategic reserve kept up, Xiaomi 10 made a blockbuster with its double lead in cost performance and technology.

After Xiaomi 10, Xiaomi's mobile phone lost the "experimental feeling" of Xiaomi's 8 th era and returned to the style of "technology determines price", which also shows the maturity of Xiaomi's commercial operation. For example, K30 and Xiaomi 10 Youth Edition have the same price, but they are quite different in screen, design and photography. K30 pays attention to high brush and battery life, and Xiaomi 10 Youth Edition sells more balanced screens, photos and screen fingerprints. And with the rapid decentralization of technology, Xiaomi is also consciously accelerating the iteration speed of various models.

Xiao Lei believes that after Xiaomi 1 1, the "Youth Edition" of 1999 yuan will officially withdraw from the historical stage. Xiaomi has found out the mainstream needs of users at all price points, so there is no need to test the Youth Edition and K30. The rapid maturity of high refresh rate screens, CMOS and other components during this year can also allow Xiaomi to make targeted choices according to the price. Next year, Xiaomi may reshape the product line with off-screen cameras and photos, but the update frequency will not be higher than this year.

1999 price, Xiaomi will focus on the K30 series route: the most cost-effective. However, in the second half of next year, we may usher in an off-screen camera model with a price of 2000 yuan. Its heat dissipation structure and camera module partly inherit Xiaomi 1 1, and pay more attention to design elements, but there may be some trade-offs in performance, fast charging and screen quality. Xiaomi may name this model "Youth Edition" (more likely the resurrection of CC series), but in any case, Xiaomi 65438.

Xiao Lei believes that compared with other domestic brands, Xiaomi's strategic planning is the easiest to see: the selling points of its offline models are clear at a glance, and the online models are strictly differentiated according to technology. This aspect highlights the profound technical accumulation of Xiaomi in recent years, which gives it enough technical margin to differentiate models, and can also clearly tell us what the next-generation technology upgrade of Xiaomi's mid-range flagship is.

From 1999 to 3999, it took Xiaomi three generations of models to complete this leap, and the setbacks it experienced were unimaginable. Although it is difficult for Xiaomi to return to 1999, Xiao Lei believes that as long as we have enough patience, the miracle of K30S may not be repeated. After the success of the Double Eleventh National Congress, Xiaomi will definitely re-launch a bucket flagship with the price of "1999 yuan", but "snapping up" may still be inevitable.

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