In recent years,XiaomiIt has maintained a stable position in the third place in the global market, however, in the domestic marketXiaomiRanked fifth for a long time, it has been a long time since it has been among the first in the domestic market. But surprisingly, in December 2023,XiaomiQuietly won the championship in the domestic market. However, netizens don't seem to be too proud of this achievement, because the competition in the domestic market is already very fierce, and even the gap between the fifth-ranked brand and the first place is not large. In contrast, the number one in many overseas markets has a market share of well over 50%, while the fifth place may have a single-digit share, which is a very large disparity. For example, in the U.S. market,ApplesIt occupies more than 50% of the market shareSamsungoccupies more than 20%, whileMotorolaIt accounts for about 10%. The market share of the fourth and fifth places is only about 3%. This is common in many countries, where the top three brands monopolize the vast majority of the market share, leaving the rest to be limited. However, combined with the data for the fourth quarter of 2023,XiaomiThe performance in the domestic market is worth affirming, because:XiaomiNot only is it ranked high, but the year-on-year growth rate is also very good, second only toHuawei。This also confirms what some people have previously said about "HuaweiThe return will be rightXiaomiproduce an impact".
XiaomiThe reasons for success in the domestic market can be boiled down to two aspects: solid fundamentals and adherence to the high-end strategy. First of all,XiaomiThe fundamentals of the domestic market have been relatively stable, even in the most difficult timesXiaomiThere is still about 10% market share, which is enough to sayXiaomiThe scale of basic users in the domestic market is still huge. In addition,Red riceseriesMobile phonesIt continues to make efforts in the cost-effective market and successfully stabilizes the basic user group. For example, the K70 seriesMobile phonesThis is fully evidenced by the record of the first sale. Secondly,XiaomiAdhere to the high-end strategy, choose withApplesCompete. XiaomiDigital seriesSize and specification benchmarking are providedApplesThe twin flagship program, which is inXiaomi13 seriesMobile phonesIt has already shown results, and forXiaomiThe outbreak of the 14 series laid a solid foundation. In the high-end imaging market,XiaomiIn recent years, it has also gained a good reputation and has become one of the three video kings. Through years of hard work,XiaomiIt has made a breakthrough in the high-end market, especially in the 4K-5K price segment, and has firmly established itself.
AlthoughHuaweiAnd there was no direct impactXiaomi, but subjectedHuaweiThe pressure of the brand, other squeezed brands will undoubtedly find a way to competeRed ricemarket share. In fact,Red riceOver the past year, there has been a lot of competitive pressure, and withHuaweiThe competition in the online market is bound to become more intense. At the same time, with a strong brand influence,HuaweiIt is quite possible to regain the first place in the domestic market in 2024, while several other brands can only compete for the second place. However, it should be clear that the ranking is only a superficial phenomenon, and the more critical thing is the product trend and product structure. When a brand's product sales reach a certain level, it needs to pursue higher profits in order to continue to develop.
In summary,XiaomiWinning the championship in the domestic market is a proud achievement. Despite the fierce competition in the domestic market, butXiaomiIt has succeeded by consolidating its fundamentals and sticking to its premiumization strategy. XiaomiThe fundamentals in the market are always strongRed riceseriesMobile phonesThe cost performance has also been recognized by users. At the same time,XiaomiDigital seriesMobile phoneswithApplescompetition, and achieved initial success, and in the high-end imaging market,XiaomiWon a good reputation. However,HuaweiRightXiaomiThe competition remains, and the others are beenHuaweiSqueezed brands will also try to preemptivelyRed ricemarket. With the intensification of competition,XiaomiIt is necessary to continuously improve product quality and innovation capabilities to maintain market competitiveness. In short, only by virtue of the quality of the product and the user experience, can we be invincible in the fierce market competition.