On February 22, Xiaomi held the Xiaomi 14 Ultra and the "People, Cars, and Home Whole Ecology" new product launch conference.
At this press conference, the last model of the Xiaomi 14 series, the Xiaomi 14 Ultra, was officially launched, and the price:
The 12+256GB version is priced at 6499 yuan;
The 16+512GB version is priced at 6999 yuan;
The 16+1TB version is priced at 7799 yuan.
Xiaomi 14 Ultra Titanium Special Edition is priced at 8799 yuan, and will be available on March 12.
Xiaomi 14 Pro titanium version 6999 yuan, 16+1TB.
Xiaomi 14ULTR has increased by 500 compared with previous generations, and the starting price of the three generations (11 12 13 Ultra) is 5999, and it is finally unbearable. And after this ** was announced, many netizens said that this ** was expensive. Some netizens said, "Rice noodles are just old, not rich", and some netizens said, "It would be nice if there was a version without satellite calls, which would be 500 cheaper". All in all, there don't seem to be too many surprises with this **.
And Xiaomi 14 ultra was called expensive,It also made me sweat for Xiaomi cars,Of course,The ** of cars and mobile phones can't be simply compared,But ah,Behind this actually reflects everyone's expectations for Xiaomi products,It seems that Xiaomi's products will be complained about as long as they hit the high-end a little。 In fact, this**,Combining its product power and image capabilities,It can't be said to be expensive,At most, there are not too many surprises,Compared to HuaweiMate 60,I think its cost performance is still much higher。
According to Counterpoint Research's latest report on the 2023 high-end mobile phone market, Huawei's high-end mobile phone market share will increase from 3% in 2022 to 5% in 2023, while Xiaomi's market share will only be 2%.
And the purchasing power of rice noodles is another thing I am worried about, when the Huawei Mate 60 series models were first launched, there were also many people who shouted that they were expensive, but after the sale, they were much higher than the official price in third-party channels**, and the price was increased by more than 1000 at every turn, and the Pro version even had to increase the price by more than 2000, which is the appeal of the Huawei brand. And many people buy Wenjie M9 M7 and AVATR 11, in fact, they are all for the Huawei brand.
And what about fans of Xiaomi? Users who pursue cost-effective performance are loyal fans of Xiaomi mobile phones, and they pay attention to the performance and ratio of the product, hoping to get the best experience with the least money. According to statistics, the average monthly income of rice noodles is 7,485 yuan, but in fact, the monthly income of many rice noodles may not reach this average.
Lei Jun once launched a poll on Weibo, "What do you want Xiaomi's first car to cost?" The voting results show that the largest number of people choose less than 100,000 yuan, accounting for 39%; The number of people who chose 100,000 to 150,000 yuan ranked second, accounting for about 27%. It can be seen that in the minds of rice fans, this car is best an entry-level model, a model with the ultimate cost performance, but the problem is that this desire may be contrary to Lei Jun.
The goal set by Xiaomi Auto is to be comparable to Porsche and Tesla, to create a dream car in the new era, and to do a good job of looking, easy to drive, comfortable and safe mobile intelligent space. This is what Lei Jun emphasized at the press conference, Xiaomi car 90,009 is impossible, 140,09 is also possible, and even 190,009 is a joke. This is where the contradiction lies, Xiaomi's extreme cost-effective image has been deeply rooted in the hearts of the people, if the price of Xiaomi cars exceeds 200,000, how attractive it is to rice noodles, it is unknown.
Of course, you said that Xiaomi cars are not only sold to rice noodles, but can also be sold to middle-class users, but Xiaomi cars that do not have brand advantages, compared with products of the same level, I am afraid it is difficult to open the gap, if it is not rice noodles, how many middle-class users are willing to pay more than 200,000 to support a new car brand?
Although Xiaomi has been committed to hitting the high-end market for many years, at least in 2024, Xiaomi mobile phones have not yet succeeded, and now, Xiaomi's high-end dream, is it necessary to succeed in Xiaomi cars? In my opinion, Xiaomi cars may only be able to accept the fate of "high cost performance", in terms of pricing, if you can't set a surprise **, then the start of Xiaomi cars may be difficult.