Futu News on February 13, XIAOMI pulled up in a straight line in the afternoon, and the increase at one point widened to 5.11%. As of press time, it rose 4.02% to HK $13.44, with a turnover of HK $3.917 billion.

On the news side, XIAOMI is now holding the first pure online press conference to release XIAOMI 10 new products. Lei Jun announced at an online press conference: "XIAOMI mobile phone officially hit the high-end market, breaking the price limit." XIAOMI officially released XIAOMI 10, the world's first super flagship 5G mobile phone with Snapdragon 865, priced from 3999 yuan (8G+128G).

XIAOMI officially launched the 10th anniversary flagship mobile phone XIAOMI 10 series at a live online conference on the afternoon of Feb. 13. XIAOMI's mobile phone will officially hit the high-end market, Lei Jun said.

XIAOMI 10 is known by Lei Jun as XIAOMI's first mobile phone to hit the high-end market. Its "8GB+128GB version" starts at 3999 yuan, setting a record for the starting price of XIAOMI's digital flagship. It has also become the highest-priced XIAOMI mobile phone except the XIAOMI MIX Alpha, which has not yet been mass-produced.

As with previous product releases, a few days before the official release of XIAOMI 10, XIAOMI mobile phone official Weiwei and several "millet senior executives KOL", such as Lei Jun, Lu Weibing, Chang Cheng, who had been active in Weibo Corp for a long time, took turns to "popularize" the main configuration of XIAOMI 10. A series of configurations including Qualcomm Inc Snapdragon 865, UFS3.0, WiFi 6, LPDDR5, three-dimensional heat dissipation system, 100 million pixel Pro, 50W flash charge and horizontal linear motor are introduced in detail, and are once again involved in the "wrong direction" and "weak perception" war of words with glory.

The week-long "popular science" has also made the appearance, DxO Mark score and price of XIAOMI 10 series a suspense that can only be revealed at the press conference.After announcing the configuration, price and sale information of XIAOMI 10, Lei Jun spent a lot of time introducing XIAOMI 10 Pro.

Compared with XIAOMI 10, XIAOMI 10 Pro is equipped with a more professional screen and imaging system, supports 10x hybrid optical zoom, and has a DxO Mark score of 124 points, surpassing Huawei Mate 30 Pro 5G to become the top temporarily.

Lei Jun said at the press conference that XIAOMI 10 series of research and development investment of more than 1 billion yuan, a lot of money customized Samsung AMOLED curved screen and Huaxing Optoelectronic AMOLED curved screen.

On the launch time, XIAOMI 10 will go on sale in all channels on February 14. The prices of 8GB+128GB, 8GB+256GB and 12GB+256GB are 3999 yuan, 4299 yuan and 4699 yuan respectively. XIAOMI 10 Pro will go on sale in all channels on February 18. The prices of 8GB+256GB, 12GB+256GB and 12GB+512GB are 4999 yuan, 5499 yuan and 5999 yuan respectively.

In addition to XIAOMI's 10 series mobile phones, XIAOMI also released accessories such as WiFi 6 router AX3600, wireless blue tooth speaker, heat dissipation back clip, vertical wireless charge, game handle, GaN charger, flip cover and so on.

In fact, according to the rhythm of Qualcomm Inc's flagship processors in the past, after the Spring Festival holiday every year, mobile phone manufacturers will begin to compete for the right to launch Qualcomm Inc's flagship processors, and the wave of new phones will reach a small peak at the MWC (World Mobile Communications Congress) in late February.

But this year, an unexpected epidemic broke the usual pace of the mobile phone market. Factories in the upper and lower reaches of the industrial chain delayed opening and needed to wait for the resumption rate to increase, and offline channels were almost closed. After a number of technology companies announced their withdrawal from MWC, MWC organizer GSMA (Global Mobile Communication system Association) also officially announced the cancellation of MWC in the early morning of February 13, Beijing time.

As early as after the end of the Spring Festival holiday, mobile phone manufacturers, including XIAOMI, began to adjust the pace of product release under the special circumstances of the epidemic. XIAOMI became the first official to announce that the brand of flagship mobile phones would be released in the form of pure online live streaming. XIAOMI can't afford to wait this time.

Before the official release of the product, Lei Jun announced that XIAOMI's R & D investment is expected to be about 7 billion yuan in 2019 and more than 10 billion yuan in 2020. R & D investment is a necessary condition to support mobile phone brands to gain a foothold in the high-end market. XIAOMI tries to get rid of the stereotype that there was only high performance-to-price ratio with the R & D cost figures on the financial statements and all kinds of innovative technologies in front of users. XIAOMI 10 is a key step for XIAOMI to explore the brand.