Xiaomi Technology has finally achieved certain results in the high-end mobile phone market in the past few years. As for why it launched high-end smartphones, Xiaozhai believes that it is to obtain higher profits. After all, the average price of the previous Xiaomi mobile phone was low, so the profits were naturally not high. It will be very high; some industry insiders said that the profit of some Redmi entry-level mobile phones is only a few yuan.
If mobile phone manufacturers want to expand their scale and develop technology, they need a lot of funds, so selling expensive smartphones is the best way to make profits; Xiaomi has gained recognition from consumers with its 1,999 yuan flagship phone, and The configurations of these generations of Xiaomi's flagship mobile phones are very generous. Even if they start at 3,999 yuan, consumers still recognize them.
At the beginning of this month, Xiaomi launched a high-end flagship phone-Xiaomi 12S Ultra. The starting price of this phone is 5,999 yuan. It is an expensive flagship phone for taking pictures. So, what is the profit of this phone? ?
The BOM cost given by Counterpoint Research shows that the component cost of Xiaomi 12S Ultra is about 516 US dollars, which is about 3,500 yuan when converted into RMB; the current price of the machine is 5,999 yuan, so many netizens believe that the profit of the machine is two times higher One thousand and five hundred yuan, but this cannot actually be calculated because there are other costs.
In addition to hardware costs, Xiaomi 12S Ultra also has research and development costs, transportation costs, and sales costs. The Sony IMX989 jointly developed by Sony cost Xiaomi 100 million yuan in research and development expenses, and the self-developed Pengpai G1 chip also cost 100 million yuan. billion, these are relatively critical R&D expenses and are also the core competitiveness of the aircraft.
As for the transportation cost and sales cost, they are literal. Among them, part of the sales cost needs to be rebate to the channel dealer. Only in this way will the channel dealer work hard to sell this product; if mobile phone manufacturers want to open up the situation in offline channels, they need to give the channel dealer enough Otherwise, it will be difficult for channel operators to survive, and it will naturally be difficult for them to complete their layout in the offline market.
In fact, the BOM cost of Xiaomi 12S Ultra is relatively high compared to the selling price. For comparison, the BOM cost of iPhone13, which is also priced at 5,999 yuan, is less than 400 US dollars, which is less than 2,500 yuan when converted into RMB. In addition, the sales volume of iPhone 13 far exceeds that of Xiaomi 12S Ultra, so the evenly distributed research and development costs will be lower, and the overall cost of Xiaomi 12S Ultra is higher.
Looking at it this way, the pricing of Xiaomi 12S Ultra is relatively conscientious. What do you think?
