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小米涨价,远超iPhone
AppleApple(US:AAPL) 3 6 Ke·2025-09-28 13:56

Core Viewpoint - Xiaomi has aligned its product line with Apple after five years of exploration, with the Xiaomi 17 series starting at a price of 4499 yuan, maintaining the pricing level of the previous generation Xiaomi 15, while high-end configurations have seen price increases of 200 to 500 yuan [1][2]. Pricing Strategy - Xiaomi's pricing strategy has shown a consistent upward trend, with each generation since Xiaomi 6 experiencing annual price increases of over 10%, peaking with the Xiaomi 10 series which saw a price jump of 1000 yuan, marking a 30% increase [2][4]. - The Xiaomi 15 maintained a starting price of 4499 yuan, indicating a successful shift to a high-end positioning in the 4000 to 5000 yuan price range [2][4]. Comparison with Apple - In contrast, Apple's pricing strategy has been more stable, with lower price increases compared to Xiaomi, particularly during the iPhone 7 to 11 market rise, where Apple maintained a steady pricing approach [4][5]. - The price gap between the starting prices of iPhone and Xiaomi has narrowed to 1500 yuan, down from nearly 3000 yuan in 2011 [4][5]. Sales Impact - Historically, Xiaomi's price increases have led to short-term declines in sales, such as a 35% drop in Q2 2020 following the Xiaomi 10 launch [5]. - Despite short-term impacts, Xiaomi's sales have stabilized and even increased over time, with projections for the Xiaomi 14 indicating sales between 880,000 to 1.2 million units [5][6]. Profitability and Margin - Xiaomi's shift to high-end products has significantly improved its gross margin, rising from around 2% to approximately 12% in recent years, while Apple maintains a gross margin of 30% to 40% [6][7]. - The focus on high-end products has resulted in increased single-unit profits for Xiaomi, despite initial commitments to keep hardware profit margins below 5% [6][7]. Competitive Landscape - The competitive landscape is shifting as Apple has begun to adjust its pricing strategy with the iPhone 17, moving from a focus on maintaining high margins to protecting market share, indicating a more aggressive approach against Xiaomi [9]. - Both companies are now positioned for direct competition in the high-end market, with uncertain outcomes [9]. Valuation Dynamics - Xiaomi's valuation logic is evolving, with a decreasing correlation between its smartphone business's gross margin and overall market valuation [10][12]. - The market is increasingly valuing Xiaomi based on its electric vehicle business growth prospects, which has a significantly higher gross margin compared to its smartphone segment [13][14].