{Disarmed} A life or death battle: Xiaomi wants to lead the high-end war against Apple or Samsung
"The high-end path is the only path for Xiaomi's growth, and it is also the life-and-death battle for Xiaomi's development . We will unswervingly implement the high-end strategy." These statements belong to Lei Jun, CEO and founder of Xiaomi, published on Weibo and delivered within the framework of the first major company meeting to celebrate the Year of the Tiger.
It seems unbelievable that so few words hold so much information. First of all, because Xiaomi is in a sweet moment : last week we learned of Xiaomi's leadership in Spain for the second year in a row and it sets new records in several international markets.
The second reason is somewhat more complex to analyze. But we have a clue: the growth of Apple and the good reception of its latest top of the range during the last quarter. What does an iPhone 13 Pro Max or a Samsung Galaxy S21 Ultra have to do with all this? We tell you.
Apple, Xiaomi is after you
2021 has been a unique year for Xiaomi. It would be said to be sacred , even knowing the company's philosophy. And not only because of those 49 mobile phones launched. Although yes, especially for some models: the Xiaomi Mi MIX Fold and the Xiaomi Mi 11 Ultra are two sides of the same coin. The super-high-end one, the unique technology flagships —the Surge processors , to be more specific. The Xiaomi 12 Ultra continues its march, just like the FOLD 2 .
Two mobiles that we could call special because they talk about telephony from another perspective: if the Redmi, POCO or Redmi Note family serve a global cause, that of bringing cheap but powerful mobiles to the general market, the MIX and the Ultra want to be that flag crowning the top , the tools where the brand can show off and bring out the best of its R&D departments.
Xiaomi aspires to nothing other than to be a world leader . Its development investment of 50 billion yuan has just been doubled. During the next five years, the brand plans to spend 100,000 million yuan (almost 14,000 million euros) in research and development, in order to compete in this tough segment, set new milestones and get ahead of its direct rivals.
A war in which it competes against Apple and Samsung in the West, but also against OPPO in the East in general, against Huawei in China in particular and Realme in India, this new headache that is growing by leaps and bounds.
And where is the money to support such an investment? The cash flow is provided by the 500 million active users of MIUI and the consistency of brands such as POCO and Redmi, responsible for 80% of the profits of the mobile department. But they also hope to conquer Europe with their smart appliances and vehicles . They do not lack ambition, nor resources.
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The news A life or death battle: Xiaomi wants to lead the high-end war against Apple or Samsung was originally published in xiaomist by Isra Fdez .
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