Xiaomi Phone's 13th Birthday: From 1999 Yuan Pricing to Leading the Rise of Domestic Smartphones

Xiaomi Phone's 13th Birthday: From 1999 Yuan Pricing to Leading the Rise of Domestic SmartphonesToday marks the 13th anniversary of the Xiaomi phone. On August 16, 2011, the first generation of Xiaomi phone was officially released

Xiaomi Phone's 13th Birthday: From 1999 Yuan Pricing to Leading the Rise of Domestic Smartphones

Today marks the 13th anniversary of the Xiaomi phone. On August 16, 2011, the first generation of Xiaomi phone was officially released. At the launch event held in 798, the enthusiasm was unprecedented, with a massive crowd flooding the venue. Xu Fei, Xiaomi Group's CMO, recalls that as a receptionist at the event, he couldn't get into the venue due to the overwhelming number of people, and had to watch the live stream on a big screen with other Mi fans outside.

Back then, the Xiaomi phone's launch price of 1999 yuan shocked the entire audience, creating a ripple effect that completely transformed the Chinese smartphone market landscape. It's worth noting that at the time, the smartphone market was dominated by tech giants like Sony, LG, iPhone, and Samsung, with high-end phones priced over 4000 yuan. Domestic brands, on the other hand, were mostly a mix of low-quality, counterfeit devices. The emergence of the Xiaomi phone, like a bombshell, shattered this market stalemate and ushered in a new chapter for the domestic smartphone industry.

The price of 1999 yuan became a classic pricing strategy for subsequent generations of Xiaomi's flagship phones. The success of the Xiaomi phone can be attributed to Lei Jun and his team's strategic vision and execution. They realized that there was a huge demand for smartphones in China at the time, but the market lacked high-quality, affordable options. The introduction of the Xiaomi phone, with its low-price, high-configuration strategy, filled that market void and quickly gained user recognition.

It's important to note that the success of the Xiaomi phone wasn't just about its price advantage, but also its powerful hardware and software capabilities. The first generation Xiaomi phone was equipped with the then-cutting-edge Android 2.3 system and powered by a Qualcomm Snapdragon processor, delivering strong performance and a smooth user experience. Furthermore, Xiaomi was a pioneer in adopting the MIUI system, bringing a more user-friendly operating experience to users.

The success of the Xiaomi phone is also inseparable from its powerful marketing strategy. From the very beginning, the Xiaomi phone employed a combined approach of online promotion and offline experience stores, quickly accumulating a user base. Additionally, the Xiaomi phone actively participated in various events to enhance brand awareness and fostered positive interactions with its users.

Over time, Xiaomi has continued to release new products, refine its product line, and gradually evolved into a global leading smartphone brand. The success of the Xiaomi phone has also set an example for the development of the domestic smartphone industry, encouraging the rise of more domestic brands.

Xu Fei, CMO of Xiaomi Group, the 46th employee of the company, left behind a widely circulated quote at the launch event: "We make phones just so we can sell them to you at a loss." While this statement is often jokingly repeated by netizens, it actually reflects the original intention of the Xiaomi phone: to provide high-quality, affordable products for consumers. Even today, Xiaomi continues to maintain a hardware profit margin of less than 5%, demonstrating its commitment to user interests.

In 2021, on the 10th anniversary of the Xiaomi phone, Lei Jun announced at the annual speech that they would be returning a 1999 yuan red envelope to all first-generation Xiaomi phone users. This move caused a stir and reflected Xiaomi's gratitude to its loyal customers.

Looking back at the development journey of the Xiaomi phone, we can see that its success stems not only from the product itself, but also from its deep understanding of user needs, its pursuit of innovation and quality. For 13 years, the Xiaomi phone has consistently focused on creating value for its users and contributing to the development of the domestic smartphone industry. We believe that in the future, the Xiaomi phone will continue to uphold its original intention, continuously innovate, and bring even better products and services to its users.