Lei Jun Double 11 All-Staff Letter: The return of mobile phone sales to the top three in the world is just the beginning

On November 12th, Double Eleven came to an end. Xiaomi CEO Lei Jun sent a double eleven email to all staff today. He said that this is Xiaomi's 8th Double Eleven and the most special one.

Lei Jun said that Double Eleven is not only a simple shopping festival for Xiaomi, but also a test of the new retail model and the core strategy of "mobile phone xAIoT". With its record, Xiaomi once again proved the advanced nature of the Xiaomi model.

When referring to mobile phone performance, Lei Jun mentioned that Xiaomi has returned to the top three in the world after 6 years. "Returning to the top three in the world is just the beginning. We will continue to consolidate the dual-brand strategy, sound the clarion call for a decisive battle in China and the global market, and move forward bravely to the top."

It is understood that during the Double Eleven period, Xiaomi won the first place in sales of Android phones on all platforms, with sales on all platforms reaching 14.3 billion yuan.

The following is the full text of Lei Jun’s letter to all staff

Mi students:

This year is Xiaomi’s 8th Double Eleven and the most special one. We have experienced that consumer demand has ushered in a major explosion after a long period of suppression; we have achieved the first great victory in the e-commerce battlefield after the start of the new decade of journey; we have more forcefully proved that no matter how much uncertainty exists in the world, Xiaomi people Can make success a certainty.

During Double Eleven this year, we won the first place in sales of Android phones on all platforms! The total platform sales reached a record 14.3 billion yuan, which is the best result of Xiaomi's participation in Double Eleven!

1. Mobile phones stand firmly at the high end, and sales dominate the list

During Double Eleven, the mobile phone products led by the Xiaomi Mi 10 series won enthusiastic praise from users. In the top ten sales charts of multiple platforms, Xiaomi and Redmi mobile phones accounted for half of the country and achieved full dominance.

Not long ago, three well-known research institutions released a statistical report on the global smartphone market for the third quarter of 2020. With the global mobile phone market declining year-on-year, Xiaomi has achieved growth against the trend and returned to the top three in the world after six years. In the Chinese market, Xiaomi is the only mobile phone brand that maintains positive growth. All this shows that our dual-brand strategy has withstood the test of the market and is beginning to harvest fruitful results. The Xiaomi brand uses the ultimate experience to conquer the high-end market, and the Redmi brand has won the love of thousands of people with the ultimate price-performance ratio!

Returning to the top three in the world is just the beginning. We will continue to consolidate the dual-brand strategy, sound the clarion call for a decisive battle in China and the global market, and move forward bravely to the top.

2. AIoT continues to lead, leading the "Intelligent Creation of New Life"

On this Double Eleven, Xiaomi’s event theme is "Intelligent Creation of a New Life", and our goal is to promote the comprehensive popularization of intelligent life to mass users. We took the first place in 221 items across all platforms in categories such as smart Bands, air purifiers, smart door locks, routers, and smart homes.

Xiaomi is invincible in the field of smart home appliances, and major appliances such as air conditioners, washing machines, refrigerators, etc. usher in a new explosion. The king status of Xiaomi TV is still unshakable. The TV category takes the first place in sales and sales on all platforms. Among them, the Redmi 98-inch smart TV has created an unprecedented sales record!

Before Xiaomi entered, the monthly sales of giant-screen TVs in the entire Chinese market were less than 100 units, with an average selling price of 100,000 yuan (USD $14286) . This year, Redmi 98-inch smart TV has subverted the entire industry with its excellent audio-visual experience and super high cost performance. The monthly sales volume reached 3,000 units, and the sales volume of Double Eleven exceeded 4,000 units! The order-of-magnitude changes in sales have not only reshaped the industrial structure, but also allowed the ultimate audio-visual experience to enter millions of households. The iron-clad fact once again verified the advanced nature of the Xiaomi model.

Students, 2020 is a special year, and the world is undergoing a huge test brought about by the epidemic. Now we have broken out of the shadow of the epidemic, achieved amazing growth against the trend, and handed in perfect answers one after another. All of this benefits from the support of users and Mi Fans, the trust and help of partners, and even more from Xiaomi's research and development, supply chain, ecological chain, e-commerce sales, Xiaomi offline, marketing, customer service, logistics, after-sales Wait for the hard work and struggle of students from various departments. It is your perseverance and dedication that allowed Xiaomi to resume production and work quickly and smoothly; it is your ingenuity and hard work that allowed Xiaomi to keep winning the Honor record of "Double Eleven"!

I want to say from the bottom of my heart: Thank you everyone! Everyone has worked hard!

Double Eleven is not just a simple shopping festival for us, but also a test of our new retail model and the core strategy of "Mobile xAIoT". With our brilliant record, we once again proved the advanced nature of the Xiaomi model.

Affected by the epidemic on Double Eleven this time, we have encountered a serious shortage of goods, which also shows that our current speed and momentum far exceed our previous expectations. The past history has repeatedly proved that we still have to believe in ourselves and believe that we can climb to a higher peak.

Xiaomi’s new decade has just begun. As long as we adhere to the “three iron laws” that will never change: technology-oriented, cost-effective, and the coolest products, we will definitely win the era of intelligent interconnection of all things and make Xiaomi the future The leader of lifestyle.

Let's keep going!

Lei Jun

11/12/2020