小米在欧洲市场首次超越苹果

Core Viewpoint - Xiaomi Group reported a total revenue of 1159.56 billion yuan for Q2 2025, a year-on-year increase of 30.5%, and a net profit of 108.31 billion yuan, up 75.4% year-on-year, despite a challenging global smartphone market [1]. Business Performance - Xiaomi's smartphone and AIoT businesses remain the revenue pillars, generating 946.93 billion yuan in Q2, a 14.8% increase year-on-year, accounting for 81.7% of total revenue [5]. - The smartphone revenue for Q2 was 455.2 billion yuan, a decrease of approximately 10% from Q1 due to a decline in average selling price (ASP), although this was partially offset by an increase in shipment volume [5]. - The ASP for smartphones dropped from 1210.6 yuan in Q1 to 1073.2 yuan in Q2, a decline of 11.3%, primarily due to a higher proportion of lower-priced models sold overseas [5]. - Xiaomi's smartphone shipments reached 42.4 million units in Q2, a 1.5% increase quarter-on-quarter, with a market share of 16.8% in China, making it the top brand domestically [5][9]. Market Position - In Q2, Xiaomi's smartphone market share in Southeast Asia rose to 18.9%, ranking first, while in Europe, it regained the second position with a market share of 23.4%, surpassing Apple for the first time [6]. - Xiaomi's smartphone shipments have shown continuous growth in international markets, ranking in the top three in 60 countries and regions [6]. Strategic Goals - The company aims to enter the "200 million club" for annual smartphone sales, positioning itself alongside Apple and Samsung in a competitive landscape [10]. - Xiaomi's strategy has shifted from scale expansion to balancing quality and profit, focusing on high-end products and ecosystem synergy for new growth opportunities [9]. Business Structure Optimization - In Q2, Xiaomi's smartphone revenue share decreased to 39.3%, while IoT and lifestyle products increased to 33.4% [12]. - IoT and lifestyle product revenue reached 387 billion yuan, a 44.7% year-on-year increase, with smart home appliances growing by 66.2% [12]. - The innovative business segment, including smart electric vehicles and AI, generated 213 billion yuan, a staggering 234% increase year-on-year [12]. Future Outlook - Xiaomi's management expressed confidence in achieving a 30% year-on-year revenue growth target for the year, driven by smartphone sales and the growth of its internet services and electric vehicle segments [13].