The front line | Xiaomi mobile phone confirmed to enter Japan in 2020, Lei Jun also has a global ambition


Xiaomi, which is “four sides of the country”, seems to be more and more favored in foreign markets.According to the Japanese media Nikkei News, Xiaomi will enter the Japanese mobile phone market in 2020.Last month, Xiaomi opened the official Japanese publicity account on Twitter, which is equivalent to the semi-official announcement to enter Japan.On November 4th, Xiao Zhiyuan, Marketing Director of Xiaomi Mobile Products, confirmed on Weibo.Image Source: Weibo As early as last year, Xiaomi has reached a global licensing agreement with NTT Docomo, Japan’s largest mobile operator, which covers NTT Docomo’s standard-necessary wireless patents, thereby reducing the hassle of international patent litigation.At that time, some insiders believed that this was the way for Xiaomi to enter the Japanese mobile phone market.Faced with the momentum of Huawei, OPPO, vivo double-sided pinch, Xiaomi is losing the domestic market.On October 30, according to the latest data released by the global research organization Canalys, Huawei took the lead with 41.5 million units of shipments, once again set a record 42.4% market share, with an annual growth rate of 66%.The market share of Xiaomi’s mobile phone dropped from 13.1% in the third quarter of 2018 to 9% in the third quarter of 2019, and shipments fell by 33% year-on-year, the largest drop among all major mobile phone manufacturers.Source: Canalis has encountered “Waterloo” in China, and it seems to be a foreign country.According to foreign media Counterpoint report, in the third quarter of 2019, the smartphone market share report showed that Xiaomi ranked first in India with 26% market share and set the highest shipment in Xiaomi’s history.According to data from third-party agency Canalys, Xiaomi was the company with the largest growth in the European market in the second quarter of this year, up 48% year-on-year and selling nearly 4.5 million units.In Europe, it has become the second largest overseas market for Xiaomi, and it will be evenly divided with the Indian market in the future.Xiaomi has entered more than 80 countries and regions around the world, with footprints in Asia, Europe, Africa, North America and South America.Ranked in the top five in the mobile phone market in 40 countries and regions, and maintained the number one shipment in India for seven consecutive quarters.According to official financial reports, in the first half of 2019, Xiaomi’s overseas market realized revenue of 38.6 billion yuan, a year-on-year increase of 33.8%, accounting for more than 40% of total revenue.Xiaomi, who has been “striking the city” overseas, naturally cannot afford to let Japan be the brand high in the global mobile phone market.But before, the record of domestic mobile phone brands entering the Japanese market has been poor.According to IDC’s share of the domestic mobile phone market in the second quarter of 2019, Apple’s mobile phone ranked first with a market share of 37.8%. Huawei, ZTE, OPPO and other mobile phone brands that have already entered Japan have not ranked among the top.Sources of data: The closure of the IDC consumer market, the sentiment of local brands, and the aging trend of the entire society have made the Japanese market a “hard bone” for foreign mobile phone brands.Insiders pointed out that in 2018, Xiaomi and South Korea’s two major operators, SK Telecom and Korea Telecom, cooperated to sell Redmi Note 5, which is trying to market the mobile phone market dominated by operators and familiarize themselves with market rules in advance, so as to enter Japan and other markets in the future.Do accumulation.