Core Insights - Xiaomi's home appliance business is experiencing rapid growth, with air conditioner shipments exceeding 5.4 million units in Q2, marking over 50% growth for three consecutive quarters [1] - The company emphasizes a focus on growth rather than competition, contrasting its strategy with that of industry peers who are engaged in price wars [1] - Xiaomi is committed to high-end product development in the home appliance sector, viewing it as a critical step in its overall strategy for premiumization across all product categories [1] Group 1 - Xiaomi's air conditioner sales have shown significant growth, with a shipment of over 5.4 million units in the second quarter [1] - The company has achieved a balance of volume and price increase, contrary to competitors who are opting for price reductions to boost sales [1] - Xiaomi's approach to innovation is seen as a way to transform the competitive landscape of the home appliance industry, which is characterized as a "red ocean" [1] Group 2 - The home appliance sector is described as a long-term market with potential for continuous innovation, indicating Xiaomi's belief in the absence of a fixed industry structure [1] - The company aims to collaborate with industry veterans to explore new opportunities within the home appliance market [1] - Xiaomi's strategy reflects a broader trend of premiumization that has already been established in its mobile and automotive segments [1]
卢伟冰:小米大家电坚决走高端化之路