Apple(US:AAPL) 经济观察报·2025-08-20 03:29Core Viewpoint - Xiaomi is aggressively pursuing a "premiumization" strategy to compete with global leaders like Apple, as evidenced by its recent financial performance and strategic focus [2][3]. Financial Performance - In Q2, Xiaomi reported revenue of 116 billion yuan, a year-on-year increase of 30.5%, marking the third consecutive quarter of exceeding 100 billion yuan [2]. - Adjusted net profit reached 10.8 billion yuan, up 75.4% year-on-year, with multiple metrics hitting historical highs [2]. Strategic Focus on Premiumization - Xiaomi's president, Lu Weibing, emphasized the importance of premiumization, noting that the smartphone market is shifting towards high-end products, which is crucial for Xiaomi's growth [4]. - R&D expenditure in Q2 reached 7.8 billion yuan, a 41.2% increase year-on-year, with the number of R&D personnel exceeding 22,000, both figures being historical highs [4]. Expansion Beyond Smartphones - The premiumization strategy extends beyond smartphones to include the "smart home" ecosystem, with significant advancements in automotive and IoT sectors [5]. - The average selling price of Xiaomi's cars exceeded 250,000 yuan, nearing the average prices of BMW, Mercedes, and Audi in China, with expectations of profitability in the automotive sector in the second half of the year [5]. Competitive Landscape - Xiaomi's market share in high-end smartphones in China reached 27.6%, with significant growth in the 4,000-6,000 yuan price range [7]. - The competitive landscape is intensifying with Huawei's resurgence, which has regained a significant market share in the high-end segment, creating a triangular competition among Xiaomi, Huawei, and Apple [7]. Global Market Position - Xiaomi's strategy differs from Apple's, focusing on broad coverage and penetration in emerging markets, with over half of its sales in the high-end segment (600 USD and above) coming from overseas [8][9]. - Xiaomi aims to achieve a short-term goal of reaching the "200 million club" in smartphone shipments, positioning itself as a potential challenger to Apple and Samsung [9]. Challenges Ahead - Despite strong growth, Xiaomi's smartphone revenue declined by 2.1% year-on-year due to lower average selling prices from overseas low-end models [11]. - Xiaomi still faces significant challenges in the U.S. market, where it remains absent, contrasting sharply with Apple's established global presence and profitability [12].