Core Viewpoint - Xiaomi's high-end strategy has sparked industry attention, with recent sales of 1 million units of the Xiaomi 17, despite skepticism from brand experts regarding its technological capabilities and brand image [1][20]. Group 1: Xiaomi's Strategic Evolution and Missteps - Xiaomi has been known for its user experience, innovative marketing, and high performance at competitive prices since its inception [6]. - The brand initially had a clear strategy of benchmarking against Apple, which helped elevate its brand recognition [8]. - However, from 2013 to 2014, Xiaomi shifted its focus towards market share and cost-effectiveness, moving away from its strategy of directly challenging Apple [12][20]. Group 2: Comparison with Huawei - Huawei's success in the high-end market is attributed to its consistent strategy of benchmarking against Apple, which helped establish a strong high-end image in consumers' minds [5][13]. - Unlike Xiaomi, Huawei maintained a clear competitive stance, emphasizing its technological advantages over Apple, which allowed it to capture significant market share [10][15]. - The contrast between Xiaomi and Huawei highlights the importance of strategic positioning in achieving business success [3][5]. Group 3: Strategic Insights for Xiaomi - Xiaomi's challenges in the high-end market stem from a lack of sustained commitment to its original strategy of benchmarking against Apple, rather than a deficiency in technology or resources [20][24]. - The company needs to reassess its high-end strategy and reaffirm its commitment to benchmarking against Apple to overcome current challenges [28]. - The case of Xiaomi serves as a reminder that strategic continuity and courage are essential for building a strong national brand [24][28]. Group 4: Opportunities for National Brands - The current era presents significant opportunities for national brands, with increasing expectations for them to challenge international competitors [25]. - Companies should focus on differentiating their concepts and capturing consumer mindshare through strong branding [27]. - Concentrating resources on key competitive areas is crucial for success, as demonstrated by Huawei's approach in the high-end market [27].

"改名引起的舆情令我挺惊讶的，我觉得主要原因我们小米做手机15年了，有很多人对小米有一些刻板 的印象，甚至看法很固执。"雷军直言，"今天大家需要重新认识一下小米手机了，因为小米17这一代的 产品力是跨代升级的，非常炸裂，跟iPhone17全系列相比，有很多地方都超越。" "5年前我们提出对标苹果，我觉得我们首先要有勇气，敢于对标世界，你才能一步一步地接近并领 跑。"雷军表示，"从过去完全跟随，到今天小米17有很多点都超越了苹果"。 专题：雷军2025年度演讲：谈造芯坎坷、造车争论、赞ModelY、抢苹果用户 新浪科技讯 9月25日，小米集团董事长、CEO雷军在与新浪科技等媒体沟通中，分享了小米16改名小米 17背后的原因，回应了改名引发的外界争议。他指出，"我们通过改名这个行动，是希望让大家重新认 识一下小米手机，重新表达我们敢于挑战世界第一的决心。" 责任编辑：李昂 ...

Group 1 - The core point of the articles is that Xiaomi has renamed its upcoming smartphone series from Xiaomi 16 to Xiaomi 17 to directly compete with Apple, indicating a strategic shift in its branding approach [1][3] - Lei Jun, the CEO of Xiaomi, explicitly stated that the renaming is aimed at "competing head-on with Apple," showing the company's ambition to differentiate itself in the market [1] - The decision to rename the series reflects Xiaomi's intention to move away from the Android ecosystem and take a more aggressive stance against Apple, highlighting its willingness to take risks for differentiation [1]