重估小米

Core Viewpoint - Xiaomi Group has shown significant growth in its 2024 annual performance, with revenue reaching 365.9 billion and a net profit of 23.58 billion, indicating a year-on-year growth of 35% and 34.9% respectively. The company has successfully delivered 137,000 electric vehicles, exceeding its initial target of 100,000 [1]. Group 1: Revenue Structure - The "Mobile x AIoT" segment generated revenue of 333.2 billion in 2024, reflecting a year-on-year growth of 22.9% [3]. - Xiaomi's smartphone revenue rebounded to 191.8 billion in 2024, with a slight increase in average selling price (ASP) to 1,138.2 yuan, marking a historical high [4]. - The IoT and lifestyle products segment surpassed 100 billion in revenue for the first time in 2024, achieving a year-on-year growth of 30% [6]. - Internet services revenue reached 34.1 billion in 2024, growing by 13.3% year-on-year [7]. - The global monthly active users (MAUs) exceeded 700 million in December 2024, a 9.5% increase year-on-year [8]. Group 2: Profit Structure - Internet services emerged as the most profitable segment for Xiaomi, with a total gross profit of 89.7 billion from 2021 to 2024, surpassing the gross profit from smartphones, which totaled 87.1 billion [9]. - In 2024, the gross profit from smartphones was 24.3 billion with a gross margin of 12.6%, while IoT products contributed 21.1 billion with a gross margin of 20.3% [10]. - The gross margin for smartphones improved from 13.1% in 2021 to over 20% in 2024, indicating a successful shift towards higher-end products [11]. Group 3: Market Positioning - Xiaomi is often labeled as a "hardware company," with smartphones and IoT products accounting for 80% of its revenue, which affects its valuation in the market [12]. - The IoT product range includes over 9 billion devices across more than 260 categories, indicating a broad market presence [13]. - Xiaomi's retail strategy includes a significant expansion of its offline stores, aiming to reach 15,000 by the end of 2024 and 20,000 by 2025 [14]. Group 4: New Ventures - The electric vehicle segment, including the Xiaomi SU7 series, has shown promising growth, with a gross profit of 44,000 yuan per vehicle by Q4 2024 [17][18]. - Despite the high costs associated with entering the automotive market, Xiaomi has managed to maintain a stable gross margin and control expenses effectively [20][22]. - The company aims to deliver 350,000 vehicles in 2025, with expectations of increasing gross profit per vehicle to 50,000 yuan [23]. Group 5: Strategic Outlook - Xiaomi's entry into the electric vehicle market positions it alongside major tech giants, potentially elevating its status within the competitive landscape of Chinese internet technology companies [29]. - The company is focused on expanding its ecosystem beyond smartphones, which is crucial for long-term growth and market competitiveness [25][28].