Whether it is from the latest release of Aurora Big Data's "Q2 Smartphone Industry Research Report 2018" or the first transcript after listing, 'growth' is the most prominent keyword of Xiaomi Q2. The second quarter financial report data shows In the second quarter, Xiaomi's revenue was 45.236 billion yuan, a year-on-year increase of 68.3%. Despite the increase in overseas income, the contribution of domestic business income still reached more than 60%. We may wish to combine Aurora Big Data Q2. The smart phone industry research report to analyze the performance of Xiaomi mobile phone in the domestic market.
As of June this year, the brand retention rate of Xiaomi mobile phone reached 9.8%, ranking behind Huawei, OPPO, iPhone and vivo. Although there is still a big gap between the brand retention rate and the fourth-ranked vivo, the trend curve can be It can be seen that the brand holding rate of Xiaomi has been very obvious this year.
The increase in the retention rate is usually related to the growth of sales. According to the report of Aurora Big Data, the sales volume of Xiaomi mobile phone has also continued to climb in the past five quarters. In Q2 2017, the sales volume of Xiaomi accounted for Only 8.2%. In Q2 2018, Xiaomi has surpassed vivo in sales, reaching 16.3%.
In the millet models sold in Q2 in 2018, the price below the thousand yuan is as high as 48%, which is significantly higher than other brands. At the same time, there are 30.9% of the new models of millet sales in the price of 1000-1999 yuan. From the sales price distribution results, it can be seen that even this year, Xiaomi has significantly increased the promotion of medium and high-end models, but the model with a price below 2,000 yuan still contributes nearly 80% of Q2 domestic sales to Xiaomi.
User loyalty trend data shows that the Q2 loyalty of Xiaomi change users is basically the same as Q1, and 30.9% of the change users choose to continue to use Xiaomi mobile phones. Huawei, iPhone and OPPO have become the biggest competitive brands for Q2 millet change users. The proportion of Q2 millet change users reached 18.9%, 16.1% and 12.4%, respectively, which was higher than Q1.
According to the report of Aurora Big Data, users of Xiaomi are 26.9% younger than 25 years old, and the proportion of users aged 35 and below is 83.9%. At the same time, the proportion of male users in Xiaomi mobile phones is significantly higher than that of females. Users, up to 70.2%. From the report TGI data can be seen, Xiaomi users are more enthusiastic about live chat, sports and animation, in the social style, prefer second yuan, literary and fresh and knowledge youth.
Lei Jun has announced that Xiaomi's hardware comprehensive net profit margin will never exceed 5%. According to its 'hardware + Internet service + new retail' 'triathlon' business model, Xiaomi's larger profit margins will definitely fall on Internet services. This is the biggest reason why Lei Jun defines Xiaomi as an Internet company. However, as the most important foothold of Xiaomi's ecology, the development of intelligent hardware, especially mobile phone business, will inevitably affect the long-term development of the other two businesses, and will also become Xiaomi. The weather vane of the stock price.