① According to the official report, the first sales volume of the Xiaomi 14 series soared to 6 times the total first sales volume of the previous generation; ② Lei Jun, chairman of Xiaomi, published an article stating that production volume in the first month has been greatly increased. “Rice Chain” companies such as Sunwoda (300207.SZ) and TCL Technology (000100.SZ) may benefit; ③ Market analysis believes that electronics fundamentals are gradually improving. Furthermore, industry insiders believe that the consumer electronics market has reached an inflection point.
Financial News Agency, November 2 (Reporter Lu Tingting) The Xiaomi Group's strategy has been upgraded to a “complete ecosystem of people, cars, and homes.” With the support of the surging OS operating system and a new video system, the first sales record of Xiaomi's new models has soared, and the limelight is gaining momentum. Under these circumstances, “rice chain” companies such as Sunwoda (300207.SZ) and TCL Technology (000100.SZ) will benefit.
According to the official war report, the sales volume of the Xiaomi 14 series, which was officially launched at 8 p.m. the day before, has soared to 6 times the total sales volume of the previous generation for 5 minutes. The first sale was in 4 hours, breaking the “first sales volume and sales volume” record for all domestic mobile phones in the past year on the four major e-commerce platforms. Meanwhile, the “Xiaomi 14 Ultra iPhone 15 Pro's first sales volume” also quickly hit Weibo trending.
“Currently, the titanium alloy version of the new Xiaomi model is sold at a premium of around 300 yuan.” A mobile phone dealer told a reporter from the Financial Association. The delivery time for Xiaomi 14 series phones on e-commerce platforms has been extended to mid-November.
Lei Jun, chairman of Xiaomi, wrote that currently there are too many orders exceeding expectations. Coupled with the pressure on order processing and logistics during the Double 11 period, delivery may take a few days. It also said that the production volume for the first month has been greatly increased, so that everyone can buy the models they want as soon as possible.
“The appeal of self-developed OS, powerful hardware configuration, reasonable pricing strategy, and sales caught up with 'time of day'” is the main reason for the popularity of Xiaomi's new models. Chen Yuxin, an analyst at Tou Bao Research Institute, mentioned in an interview with a reporter from the Financial Association that Surge OS brought strong traffic to the product throughout the promotion cycle, and the Xiaomi 14 benefited from the self-developed system. The “Xiaomi 14 leapfrog the benchmark for the iPhone 15 Pro” did not compare the price (starting price of 3,999 yuan). Various hardware indicators, from the phone's CPU performance, memory, to the screen and camera, also showed advantages.
The sales performance of new products is booming, and the “rice chain” company behind Xiaomi is also receiving market attention.
According to information, the Xiaomi 14 series screens are all exclusively supplied by TCL Huaxing, a subsidiary of the domestic screen manufacturer TCL Technology (000100.SZ). At the same time, following disassembly analysis by Station B users, etc., suppliers such as Shenghong Technology (300476.SZ), Goertek Co., Ltd. (002241.SZ), and Ruisheng Technology (02018.HK) quietly surfaced. The reporter contacted Shenghong Technology and Goertek Co., Ltd. about this. The relevant staff all stated that the company has a duty of confidentiality when it comes to customer information, so it is not convenient to disclose it.
A person from Sunwoda's securities department told the Finance Association reporter who called as an investor that the company supplies mobile phone batteries to Xiaomi, and it is not easy to disclose specific products. Allegedly, the good sales volume of Xiaomi phones will give some boost to the company's performance. A person from the securities department of magnetic device manufacturer Jingquanhua (002885.SZ) said that the company supplies products to companies in the Xiaomi ecosystem.
The reporter also learned from the securities department of Torch Electronics (603678.SH) that the company is a supplier of Xiaomi and supplies component products to it. The staff said that when the customer's own sales volume increases, in theory, there will be a need for inventory preparation, but “we are not sure how much room it can give us for order growth.”
Leaving aside the stable benefits brought to upstream suppliers and advertising and marketing service providers by the high sales volume of all midstream products, Xiaomi's new product is once again closely connected to the Internet of Things. Businesses in the Xiaomi ecosystem may be the first to benefit. According to Chen Yuxin, Xiaomi has maintained close cooperation with IoT companies in the form of OEM or ODM for a long time, expanding the Xiaomi ecosystem platform with high efficiency. With the release of Surge OS and the popularity of new Xiaomi products, manufacturing enterprises that can connect with the Surge OS system will all usher in a wider range of long-term applications and development space.
Since August, a number of popular new mobile phone products have been launched one after another. The mobile phone industry chain has shown signs of recovery, and consumer electronics has continued to catalyze. An analysis by Guojin Securities indicates that overall, electronics fundamentals are gradually improving, and performance in the third quarter has improved positively, and is expected to continue in the fourth quarter. A few days ago, some industry insiders expressed confidence to reporters that they believe the consumer electronics market is already at an inflection point.