Core Insights - Xiaomi officially launched its 2025 Double 11 promotional event on October 13, with a theme of "Technology Life Made Easy," offering a total discount of 2 billion yuan across all product categories [1] Smartphone Business Performance - Xiaomi's smartphone business showed strong performance, with the second quarter of 2025 reporting a new activation volume of 11.5 million units and a market share of 16.8%, reclaiming the top position in the domestic market [3] - During the National Day holiday, Xiaomi's 17 series smartphones achieved significant sales, surpassing Apple for two consecutive weeks in the Chinese smartphone market [3] - Discounts on popular models include a 1,000 yuan reduction on the Xiaomi MIX Fold 4 and a 500 yuan reduction on the Xiaomi 15 Ultra, making them more competitive [3] Home Appliances and IoT Products - Xiaomi's smart home appliances and IoT ecosystem products are key highlights of the promotional event, with a reported 66.2% year-on-year increase in revenue from smart home appliances in Q2 2025 [3] - Specific discounts include 1,500 yuan off the Mi Air Conditioner, 4,000 yuan off the Mi Central Air Conditioning, and 1,600 yuan off the Mi Refrigerator, showcasing significant price reductions [4][5] Multi-Channel Promotions - Xiaomi is implementing a multi-channel strategy for the promotional event, with activities available both online and offline across major platforms and physical stores [5] - Online promotions include a 1 yuan reservation for the Xiaomi 17 phone and discounts of up to 500 yuan on various platforms, while offline stores offer trade-in subsidies of up to 1,000 yuan [5] Service Enhancements - The company is enhancing service guarantees during the promotional period, offering discounts on service plans and maintenance for various products [6] - Specific offers include a 30% discount on MiCare service and significant price reductions for battery replacements and cleaning services for various appliances [6] Historical Performance and Future Outlook - In 2024, Xiaomi's Double 11 event achieved a record-breaking total payment amount of 31.9 billion yuan, marking the best performance in the brand's promotional history [6] - With its comprehensive ecosystem, substantial discounts, and improved services, Xiaomi is expected to achieve new highs in the 2025 Double 11 event [6]