IDC released the report on mobile phone market share of US$600 in the first half of 2020, of which Huawei accounted for 44%, Apple accounted for 44.1%. The two mobile phone manufacturers accounted for 88.1%, accounting for nearly 90% of the domestic high-end market share.
600 USD about 4,000 yuan. At this price, in addition to Huawei and Apple, Xiaomi also has corresponding models, such as Xiaomi 10 series, especially Xiaomi 10 Supreme Commemorative Edition. So why is Xiaomi never recognized in the high-end market?
According to the data released by IDC, Xiaomi only accounts for 4% of the share of mobile phones with a total of more than US$600. Why is this? The Xiaomi 10 Supreme Commemorative Edition released in August has 120W wired + 50W wireless, dual 48 million quad cameras, and the DXO photography scores first in the world. It can be said that this phone exudes the atmosphere that high-end phones should have, from the inside out. Why can't Xiaomi's high-end phones always come on the table?
I think Xiaomi's high-end phone cannot be used on the table. There are four main reasons:
- 1, the lack of high-end flagship phones, the configuration that should be
- 2, brand influence
- 3, Xiaomi's user group
- 4, the ability to be independent
1, the lack of high The configuration of the high-end end machine should be
Xiaomi 10 Supreme Commemorative Edition is certainly a flagship phone with powerful performance, but it lacks the configuration of the high-end mobile phone. The 2K screen and IP68 waterproof. I don’t know if Xiaomi is born to be disgusted with IP68 waterproof. There is another reason. Each generation of Xiaomi digital flagship does not support IP68, but Huawei and Apple’s high-end phones support it. Maybe this is the difference between high-end phones and flagship phones.
2, brand influence
Interbrand today announced the top 50 brands in 2020, Apple ranked first in the world, Huawei is the only Chinese company to make the list, ranking 80th, and Xiaomi cannot be compared with Huawei in terms of brand influence.
is not just the brand influence list released by Interbrand. Many other institutions can see the shadow of Huawei, but Xiaomi rarely appears in the same frame as Huawei.
3, Xiaomi’s user group
Xiaomi started with 1,999 yuan. It attracted many rice fans under the slogan of extreme cost-effectiveness, but as the prices of parts rose, Xiaomi could not hold on in the 1,999 yuan price range, so it reached 2,499 yuan, and then climbed to 3,999 yuan, with the highest starting price of 5,299 yuan.
Xiaomi also experienced failure on the road to climbing the high-end market. The earlier Xiaomi Note series was born to impact the high-end market, but the Xiaomi Note2 screen became the biggest failure. Finally, the Note series became a mid-range phone. Then Xiaomi launched the MIX series, but users can no longer find the shocking feeling of Xiaomi MIX1 at the time.
4. The ability to be independent
To be fair, does Xiaomi have the ability to be independent at a certain hardware or software level? I don't think so. Huawei has Kirin, Leica, strong ID design capabilities, and Hongmeng ; Apple has iOS, A14, and enough funds and self-developed capabilities, but what does Xiaomi have? MIUI?
I admit that if Xiaomi is willing to stack materials, it will definitely launch a high-end machine, but stacking materials is not an innovation. Any mobile phone manufacturer can do it as long as the funds are in place.
The above four points are I think Xiaomi cannot compete with Huawei and Apple in the high-end market at present. If Xiaomi can solve two of these points, there may be hope for impacting the high-end market, but if you keep talking about "cost-performance ratio", you may never enter the high-end market.
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