2month5day,Lei Jun"Handover"The news is still fermenting,Previously, Lei Jun said on Weibo,At present, it is in full swing for XiaomiSU7Final preparations for the listing,In order to be able to focus more on the automotive business,The company decided,Group President Lu Weibing concurrently serves as the general manager of the Xiaomi brand,In the future, the Xiaomi mobile phone conference will also be delivered by Lu Weibing,The first is Xiaomi14Ultra。 In the opinion of industry experts, this personnel change does not mean that there is a difference in the importance of the two sectors of car manufacturing and mobile phones, but there is a joint force behind this, pointing to the expansion of Xiaomi's ecology.
Old acquaintances" take up the new job.
For the new general manager of the Xiaomi brand, Lu Weibing replied on Weibo: Thank you Mr. Lei for your trust. Serving as the general manager of the Xiaomi brand is a huge responsibility and an honorable mission. We will definitely go all out and continue to make progress in the established direction.
At the same time, Wang Teng, who had served as the spokesperson of the Redmi brand, took over as the general manager of the Redmi brand, and Wang Teng wrote on Weibo: "Xiaomi 14Ultra is a big seller! Mr. Lu remembers often returning to Redmi to guide work. ”
For a long time, Xiaomi Group's mobile phone products have been divided into "xiaomi" and "redmi" two major brands, the former shoulders the mission of high-end, Xiaomi MIX series folding screen belongs to it, and the latter focuses more on cost performance and deeply cultivates the parity market. Lu Weibing can also be regarded as an "old acquaintance" in the mobile phone circle, in recent years, Redmi mobile phones have become more and more popular with K60 and K70, especially Redmi and OnePlus have attracted a lot of attention at the press conference many times.
Once upon a time, Lei Jun was also "frequent golden sentences" on Xiaomi mobile phones, in 2015, at Xiaomi's Xiaomi 4i press conference held in India, Lei Jun's sentence "are you OK" has become a hot stalk on the Internet today; In 2019, when Xiaomi announced the establishment of an independent brand Redmi Redmi, Lei Jun was even more domineering and said "life and death are downbeat, and if you don't accept it, you will do it"; In November of the same year, at the press conference of Xiaomi CC9 Pro, Lei Jun said that the cost of this mobile phone is very high, and some netizens on Weibo shouted that it was sold for 1999 yuan, for which Lei Jun jokingly joked, "It's definitely here to make trouble."
Although now Lei Jun will turn his energy to the car,But it does not mean that the mobile phone sector is not important,In fact,It is expected that at the end of February,Xiaomi mobile phone blockbuster product 14ultra is about to be released,At present, some technology bloggers said,Xiaomi is full of confidence in 14ultra,Now mass production has begun,Stocking has more than doubled in the same period,The release time will also be much earlier than expected。
Lu Weibing is well versed in marketing, and has now whetted the audience's appetite on Weibo, Lu Weibing said on Weibo, "There are too many new technology points in the product (Xiaomi 14ultra), and it will be extremely brain-burning overnight."
According to the previous news, the new Xiaomi 14 Ultra continues the appearance design of the Xiaomi 14 Pro to a certain extent. The hardware will be equipped with the Snapdragon 8 Gen3 flagship chip, and it may be an "overclocked version" of the Snapdragon 8 Gen3, and the overall performance will exceed the current standard version of the Snapdragon 8 Gen3, in addition, the phone will also support ultrasonic fingerprint recognition, and support satellite communication.
The pressure cannot be ignored.
The industry's view is that Lei Jun's handover at this time is both inevitable and challenging for Xiaomi mobile phones. On the one hand, the high-end achievements of Xiaomi's mobile phones have appeared, but on the other hand, whether it is Apple, Samsung, or a number of domestic peers, the pressure on Xiaomi cannot be ignored.
According to data released by Canalys, Xiaomi will ship 146.4 billion units, ranking first in the world of domestic mobile phones, in the world, Xiaomi ranks among the top three, of which Apple has a market share of 20% and 2The shipment volume of 29.2 billion units ranked first in the year; Samsung shipped 225.4 billion units, with a market share of 20%, ranking second.
However, in the report released by IDC, in the domestic market in 2023, Xiaomi's mobile phone share will be 132%, compared to 136% is a slight decline, with Apple, Honor, OPPO, and vivo ranking ahead of Xiaomi.
What's more, Xiaomi's flagship models now have to shoulder the burden of saving revenue. According to the financial report data released by Xiaomi, in the third quarter of last year, the smartphone business contributed 416 to Xiaomi Grouprevenue of 4.9 billion yuan, compared with 425 in the same period last yearThe revenue scale of 1.4 billion yuan decreased by 2% compared with the scale. As for the reason for the decline, as Xiaomi explained in its earnings report, this is mainly due to a decrease in the average selling price (ASP), partially offset by an increase in smartphone shipments.
The ecological chain needs to be improved.
14 Ultra can become popular in the hands of Lu Weibing,There are industry views that at present,Xiaomi's flagship mobile phone has a high degree of market recognition,Xiaomi14ProAfter its release, it was once snapped up and out of stock is an example,Although the ultra series is priced at more than 5000 yuan,But due to the high cost performance,It is often jokingly called by consumers"Super Cup"Mobile phone,Sales are not expected to be a problem。
At the same time, more experts keenly pointed out that the burden of only focusing on whether Lu Weibing can provoke the flagship mobile phone is too narrow, although Lei Jun "handed over the baton", but from the level of Xiaomi Group, all parties still form a joint force. Major General Ding, an industry observer, told a reporter from Beijing Business Daily that whether it is a car or a mobile phone, its ultimate goal is to promote the expansion of the brand ecology, and hardware is only an entrance to the Xiaomi ecosystem, and how to attract more users to access it is the key issue.
"The whole ecology of people, cars and homes" is exactly what Xiaomi has been advertising, that is, it is to fully open up the "people", "cars" and "home" scenarios, realize the seamless connection of hardware equipment, real-time collaboration, drive industry chain partners, and create a people-centric and active super intelligent ecology that actively serves people.
Experts believe that between Lei Jun and Lu Weibing, mobile phones and cars, it is not so much a "handover", but a transformation, Xiaomi has accumulated a technological ecology, industrial chain, and user scale through mobile phones, which is its advantage in competition with the domestic "new forces in car manufacturing", and the transformation of "rice noodles" into car users may be the first foothold for Xiaomi to sell cars.
A reporter from Beijing Business Daily interviewed Xiaomi Group on related issues, but did not receive a reply as of press time.
Beijing Business Daily reporter Tao Feng Wang Zhuli.