Core Insights - Xiaomi officially launched its 2025 Double Eleven promotional event on October 13, offering a total discount of 2 billion yuan and significant price reductions on various products, including major appliances and smartphones [1][4]. Promotions and Discounts - The theme for this year's Double Eleven event is "Tech Life at Your Fingertips," featuring early discounts across all product categories [1]. - Major discounts include up to 4,000 yuan off on select home appliances, such as the Mi Air Conditioner Pro and various models of refrigerators and washing machines [10]. - In the smartphone category, the Xiaomi MIX Fold 4 is discounted by 1,000 yuan, while the Xiaomi 15 Ultra sees a reduction of 500 yuan [5][6]. Market Performance - According to Xiaomi's Q2 2025 financial report, despite a challenging global smartphone market, Xiaomi's smartphone business has shown positive growth, achieving a market share of 16.8% in China and ranking first in smartphone sales during the recent National Day holiday [9][13]. - The company reported a 66.2% year-on-year increase in revenue from smart home appliances, with significant growth in air conditioners, refrigerators, and washing machines [13]. Consumer Engagement and Services - Xiaomi is enhancing consumer engagement through various promotional activities, including a 1 yuan reservation for the Xiaomi 17 phone and multiple discounts across its online and offline channels [13]. - The company is also offering service upgrades and discounts on warranty services during the promotional period, with significant reductions on service fees for various products [15][17]. Historical Performance - Xiaomi has consistently performed well during Double Eleven events, with the 2024 event seeing total payments exceeding 31.9 billion yuan, marking a record for the brand [14].