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Author | Wang Gangge “Life can be affected by the epidemic, but we must not be defeated by the epidemic.” Lei Jun took the mask to the conference stage.On February 13, during the epidemic, Xiaomi adopted the form of “pure online”.The first new product launch event of the Year of the Rat was held to release Xiaomi’s most important digital flagship series, Xiaomi 10 and Xiaomi 10 Pro.Xiaomi Mi 10 series is equipped with Snapdragon Qualcomm 865, 100 million pixel CMOS, DDR5 memory and WiFi 6 flagship machine configuration. Xiaomi Mi 10 8GB + 128GB sells for 3999 yuan. Xiaomi Mi 10 Pro further supports 10 times hybrid optical zoom and 50 times digital zoom.The starting price is 4,999 yuan, and the highest distribution price is 5,999 yuan.Lei Jun said that of the 7 billion R & D investment of Xiaomi last year, 1 billion was invested in the research and development of Xiaomi 10.In the “cloud interview” after the press conference, Lei Jun stated that the Xiaomi 10 series is “the starting point for Xiaomi to start a business again and start the process of re-starting in the new decade.” Lei Jun attaches so much importance to Xiaomi 10 and has a high-end market determination.In January last year, Xiaomi split Redmi into an independent brand, Redmi, focusing on the ultimate price / performance ratio, focusing on the e-commerce market, while the Xiaomi brand focused on mid- to high-end and new retail.However, the actual starting price of Xiaomi Mi 9 remained at 2,999 yuan.This also made Xiaomi 10’s breakthrough in the market of more than 4,000 yuan a landmark event.”This is the first time that Xiaomi has really hit the high-end market.” At the Xiaomi 10 conference, Lei Jun repeatedly emphasized.Xiaomi Mi 10 is equipped with Qualcomm Snapdragon 865, and also uses DDR5 memory provided by Micron Technology. It is equipped with UFS3.0 write speed and WiFi 6, and has significantly improved memory read and write and WiFi Internet speed.Xiaomi Mi 10 supports 100 million pixel CMOS. From the on-site demonstration effect, the photo can be saved immediately without any stutter.At the same time, Xiaomi Mi 10 is also equipped with a 2 million depth-of-field lens, a 2 million macro lens and a 13 million ultra-wide-angle lens, which supports functions such as the magic day change possessed by CC9 Pro.The Xiaomi Mi 10 Pro upgrades the screen to the “primary color screen” used by designers, and supports 10x hybrid zoom and 50x digital zoom.We can also see from historical data that despite the current slowdown in the overall mobile phone market and relatively fierce competition, the average unit price of Xiaomi mobile phones has steadily increased compared with the past few quarters, and the company has not adoptedNegative strategy of driving down prices for market share.On the basis of guaranteed prices, Xiaomi’s smartphone business gross margin in the third quarter of 2019 reached 9%, an increase of more than 3 percentage points compared with the first quarter of last year.In the smartphone industry, which is extremely competitive and low in gross profit, an increase of 3 percentage points in gross profit means that it has released more than 1 billion yuan of space to the profit side.With the gradual deepening of Xiaomi’s “mobile phone + AIot” strategy, the proportion of its smartphone sales revenue has gradually decreased, from 67.5% in early 2018 to 60% in the third quarter of 2019, but there is no doubt that the mobile phone is still XiaomiTop priority.At present, competition in the mobile phone industry is fierce, and the overall trend is not optimistic.Xiaomi needs a high-end machine, and the industry needs a cardiotonic agent.2020 was originally regarded as the key year for the outbreak of 5G mobile phones, but under the influence of the epidemic, many agencies have announced that the mobile phone market shipments in the first quarter of 2020 will decline by at least 30% and up to 50%.CICC released a report that most of the major mobile phone industry chain companies officially resumed work on February 10.However, according to the current situation, it is believed that the capacity climb of major mobile phone manufacturers after the resumption of work will be slower than in previous years.CICC also believes that demand changes are becoming clearer and it is expected that the Android industry chain may be affected more than Apple.Xiaomi said at an analyst meeting on February 5 that third-party research institutions predict that in the extreme case, the domestic smartphone market shipments will fall by 30 to 35% in the first quarter of 2020, and will fall by 10 to 15% throughout the year.Fortunately for Xiaomi, however, the impact on online channels has been relatively small.CICC estimates that Xiaomi Group’s performance may be better than the industry, mainly benefiting from the company’s relatively high online sales (the Xiaomi Group’s online sales account for about 56%, higher than OPPO’s 14% and vivo’s 20%).

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