Xiaomi's February 27th Launch Event: A Full-Scale Assault on the High-End Market with the 15 Ultra, SU7 Ultra, and More

Xiaomi's February 27th Launch Event: A Full-Scale Assault on the High-End Market with the 15 Ultra, SU7 Ultra, and MoreXiaomi recently announced a major product launch event on February 27th, showcasing highly anticipated devices such as the Xiaomi 15 Ultra and Xiaomi SU7 Ultra. Xiaomi executive Lu Weibing even jokingly tweeted, "Finished rehearsals, and deleted another round of PPT slides," highlighting the sheer number of new products and Xiaomi's meticulous attention to product quality and market strategy

Xiaomi's February 27th Launch Event: A Full-Scale Assault on the High-End Market with the 15 Ultra, SU7 Ultra, and More

Xiaomi recently announced a major product launch event on February 27th, showcasing highly anticipated devices such as the Xiaomi 15 Ultra and Xiaomi SU7 Ultra. Xiaomi executive Lu Weibing even jokingly tweeted, "Finished rehearsals, and deleted another round of PPT slides," highlighting the sheer number of new products and Xiaomi's meticulous attention to product quality and market strategy. Xiaomi's first-half product launches are always highly anticipated, encompassing not only popular product lines like smartphones and automobiles but also a significant update to its IoT and smart home appliance offerings. While Apple's annual launch events were traditionally known as the "Spring Festival Gala of Technology," Xiaomi's momentum is challenging that established narrative.

For years, discussions surrounding Xiaomi's high-end strategy have been ongoing, ranging from central air conditioners to the Xiaomi 15 Ultra and SU7 Ultra. Notably, external skepticism regarding Xiaomi's foray into the high-end market has significantly diminished. While Xiaomi no longer relentlessly pursues extreme cost-effectiveness, its high-end products retain their characteristic "solidity"earning consumer favor through reliable quality and reasonable pricing. High-end products are increasingly becoming the mainstays of Xiaomi's launch events, and their influence continues to grow. Will this wave of new products help Xiaomi reach new heights in the high-end market? Only time will tell.

Xiaomi 15 Ultra: Ushering in the "Night God" Era for Long-Range Night Photography

The recent debate between Xiaomi and OPPO executives over the "Night God" moniker has generated significant buzz. The Xiaomi 15 Ultra, internally codenamed "Night God," is a flagship product for Lu Weibing, who boasts it as the "God of Night Photography." OPPO executive Zhou Yibo also labeled the OPPO Find X8 Ultra as "Night God," sparking heated online discussions about the authenticity of each claim.

In the professional camera world, the "Night God" title is typically reserved for products with top-tier optical performance, such as the Leica Noctilux-M series and Nikon Nikkor Z lenses. Smartphone manufacturers employ "Night God" as a marketing tactic to emphasize the leading optical hardware of their flagship imaging devices.

The Xiaomi 15 Ultra's imaging system is undoubtedly one of its biggest highlights. In addition to a one-inch ultra-large sensor main camera, it features a 200-megapixel ultra-large sensor periscope telephoto lens with a native equivalent focal length of 100mm. Previous leaks suggest that this large-sensor, high-pixel arrangement offers significant advantages in terms of light intake and resolution, particularly surpassing traditional high-magnification, small-sensor solutions in low-light night scenes. The adoption of 200-megapixel periscope telephoto solutions by many flagship imaging devices in recent years confirms this approach's superiority.

The Xiaomi 15 Ultra's design adheres to previously revealed plans, featuring a unique vegan leather and glass combination, paying homage to classic camera aesthetics while maintaining high recognizability. As the first Ultra flagship from a Chinese brand in 2025, the Xiaomi 15 Ultra holds a significant advantage in the market competition.

However, market competition isn't solely about product capabilities; price is a crucial factor affecting sales. Lei Jun previously revealed that the Xiaomi 14 Ultra was priced at 6499. Given the ongoing rise in R&D and component costs in recent years, the Xiaomi 15 Ultra's price may increase to ensure profitability. The final price will be unveiled at the launch event.

Xiaomi Buds 5 Pro: The King of TWS Under 4000?

Xiaomi's push into the high-end market isn't limited to smartphones. After shifting the cost-effective strategy to Redmi, the overall brand image of Xiaomi is moving upscale. Ultra-level phones are just one part; high-end IoT products are also developing concurrently.

Launching alongside the Xiaomi 15 Ultra is the Xiaomi Buds 5 Pro, a high-end earphone product. While official specifications haven't been released, leaks suggest that the Buds 5 Pro will comprehensively surpass the previous generation Buds 4 Pro in stability, sound performance, hardware components, and audio protocols, and feature Harman Audio EFX tuning technology.

Based on the official gold and white color options, the overall design maintains the previous clamshell opening mechanism. The gold version exhibits a more prominent high-gloss metallic texture, while the white version features gold accents for a more luxurious feel.

Xiaomi has high expectations for the Buds 5 Pro, with Lu Weibing claiming it will be the best-sounding earphones under 4000, without any caveats. Considering features like Xiao Ai and multi-device connectivity, users will increasingly value ecosystem integration, but sound quality, stability, and audio protocol support remain key focal points. Xiaomi's willingness to challenge higher-priced competitors demonstrates confidence and courage; the ultimate "efficacy" will determine market acceptance.

Xiaomi SU7 Ultra: A "Super Luxury" Upgrade for Xiaomi's Automobile Line

Lei Jun will also be present at the February 27th launch event, but his focus won't be on smartphones, but rather Xiaomi automobiles. The highly anticipated Xiaomi SU7 Ultra will officially launch, marking the most expensive product under the Xiaomi Group umbrella.

The specifications and performance of the Xiaomi SU7 Ultra are impressive. It boasts two V8s motors and one V6s motor, delivering a maximum horsepower of 1548ps and a top speed of 350km/h. It's equipped with a CATL second-generation Kirin racing high-power battery pack with a capacity of 93.7kWh, charging from 10% to 80% in just 12 minutes.

To meet the demands of track driving, the SU7 Ultra also features carbon ceramic brake discs, closed-loop dual-chamber air springs, Akebono six-piston front and four-piston rear brake calipers, as well as racing-grade components such as an active adjustable diffuser, carbon fiber rear wing, and U-shaped air knives.

Lei Jun previously announced a pre-sale price of 814,900 for the Xiaomi SU7 Ultra, receiving over 3680 pre-orders within 10 minutes of its launch. Internal annual sales are projected at 10,000 units. The SU7 Ultra isn't aimed at high-volume sales but rather at establishing what Lei Jun calls a "super luxury" framework for domestic cars. Its recent record-breaking performances on the track, even surpassing the Porsche Taycan Turbo GT's track record, have garnered significant attention. With Xiaomi's influence, it certainly has the potential to reshape the ultra-luxury automotive landscape; the final price will be a decisive factor.

MiJia Central Air Conditioner Pro: The Price-Destroyer Strikes

Another core strength of Xiaomi lies in its MiJia ecosystem chain. Starting with small home appliances, Xiaomi has steadily accumulated technological expertise and market experience. Now, its entire range of home appliances is targeting the high-end market.

Central air conditioning represents a new venture for Xiaomi in the high-end home appliance sector, representing the highest technical density, strictest quality control, and most comprehensive service system within the air conditioning category. Xiaomi's entry into the central air conditioning market reflects advancements in its smart home appliance after-sales support and technology.

Lu Weibing stated that Xiaomi's first central air conditioner will rival industry benchmark Daikin, addressing the industry pain point of poor winter heating performance and achieving "absolute leadership" in energy-saving technology, energy-saving experience, and ecosystem connectivity. The MiJia Central Air Conditioner Pro features a unique single-fan, dual-impeller intake design, offering a larger area and greater efficiency with a focus on high-efficiency operation.

Xiaomi's online store shows that the MiJia Central Air Conditioner Pro is available in four versions (one-to-three, one-to-four, one-to-five, and one-to-six), all boasting ultra-first-class energy efficiency. Previously, the JD.com app's national subsidy page displayed a price of 23,999 for the MiJia Central Air Conditioner Pro, showcasing Xiaomi's highly competitive pricing compared to similar products.

Central air conditioners are pre-installed products, typically installed during new house renovations and primarily targeting the B-end (business-to-business) market. Xiaomi's smart home appliances have traditionally focused on individual consumers (C-end), with relatively less experience in the B-end market. However, Xiaomi's willingness to enter this new field and compete with the strongest brands and products showcases its confidence and strength.

Redmi Book Pro 2025: Focusing on Fully Equipped AIPC

The launch event will also feature the Redmi Book Pro 16 2025, a new laptop from the Redmi brand. This is Xiaomi's first AI professional office laptop, focusing on fully equipped hardware.

Official information shows that the Redmi Book Pro 16 2025 will initially feature the second-generation Intel Core Ultra processor, offering AI computing power of up to 96TOPS, and a 34.4% improvement in overall heat dissipation compared to the previous generation. Core configurations such as