Xiaomi initially attracted great attention with its 17 series introduced in China on September 25th. There was mobility at the point of sale on the launch day and pre -order figures met expectations. However, shortly after the promotion, signs of the slowdown of the sales acceleration emerged.
According to Ming-Chi Kuo, sales of the Xiaomi 17 series may be behind last year’s Xiaomi 15 series. In particular, there was no expected demand for the standard Xiaomi 17 model, which has taken the total sales targets directly. In addition, the start of the series of 10 million units of the series had to be revised by about 20 percent. For now, the total sales seem to remain at 8 million levels. This table makes it necessary for Xiaomi to reconsider its balances in the premium segment.
Xiaomi 17 did not carry market performance with hardware power
Xiaomi offered three different models this year: Xiaomi 17, 17 Pro and 17 Pro Max. The Snapdragon 8 Elite Gen 5 processor, the battery capacity of up to 7,500 mAh and the camera system optimized by Leica were among the prominent features. In addition, the “Magic Back Screen” technology of the 2.9 -inch Amoled in Pro and Pro Max models has become one of the innovations that attracted users. However, despite the hardware power, the sales performance of the devices did not progress at the same level. In addition, users are more focused on the price-performance ratio.
The standard Xiaomi 17 could not fulfill its role while the series was expected to be the backbone of the series. This model was planned to create more than half of the total sales, but now the demand is only 15-20 percent. This low rate has become a factor that pushes the brand’s overall sales strategy. In addition, it is noteworthy that consumers are turning to Pro and Pro Max models with more advanced features. Nevertheless, it is obvious that the sales of these two models cannot close the total deficit.
On the other hand, Apple’s iPhone 17 made a strong output in the Chinese market. The screen, which has a 120 Hz renewal rate, was the most prominent innovation added to the entrance model this year. This feature made a big difference especially among young users and increased the demand. In addition, Apple’s brand perception is still strong, making competition even more challenging for Xiaomi. However, this clearly shows the interest of users in China to premium devices.
The national day holiday, which takes place every year between 1 and 7 October, is an important period for telephone sales. Xiaomi sees this week as a critical opportunity to gather sales acceleration. If there is no significant increase in demand during this period, price reductions may be raised. However, it is estimated that price regulations will not be enough to move sales alone. However, user behavior during the holidays will directly affect the next steps of the brand.
Pro and Pro Max models draw a more balanced picture in sales for now. Strong camera features and the difference created by the second screen were effective in the use of users to these models. However, these two devices are not expected to close the gap created by the standard model. In addition to all these, the high prices lead to some users to hesitate. On the other hand, it is understood that the brand should make more flexible moves in the competitive segment.
Xiaomi’s market share in the premium segment in China is around 15 percent. In global, only Xiaomi 17 and rumors are scheduled for sale. Therefore, the global effect of the slowdown in China may be limited. But the Chinese market still continues to be the most critical region for the growth of the brand.
Apple’s acceleration with the iPhone 17 indicates that the competition in China will further intensify. The steps that Xiaomi will take in the last quarter of the year will determine the direction of sales. In addition, the rapid change of the expectations of consumers makes it necessary for brands to act more agile. Despite everything, the market is expected to be much more active in the coming months.