Lei Jun High-end is the only way for us at Xiaomi, and it is also a matter of life and death

'High-end is essential for Xiaomi, it is a matter of survival'

【Phoneauto News】On August 14th, at Lei Jun’s fourth annual speech, Lei Jun said that Xiaomi’s high-end journey started with Xiaomi 10, and the beginning was good. Xiaomi 10 sold well, but Xiaomi 11 encountered a major setback, and Xiaomi 12 fell short of expectations. The company began to discuss Xiaomi’s high-end exploration.

Lei Jun’s fourth annual speech

Lei Jun said that Xiaomi’s high-end exploration journey is the most painful and also the most rewarding growth he has experienced in the past decade. In the company’s discussions, Xiaomi had the most intense debate ever: Is it too difficult to do high-end, can we not do it? Can we use the Xiaomi brand to achieve high-end?

Lei Jun persuaded everyone like this: No matter how difficult it is, we must insist on using the Xiaomi brand for high-end. With strong competitors like Huawei, only by doing high-end can we push ourselves to seek breakthroughs in technology, win the space for future survival and development, and cannot have any wavering, we must fight to the end. High-end is the inevitable road for Xiaomi and also a matter of life and death!

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