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Will Under-Priced MIX 2 Lift Xiaomi’s Branding?

by Yiwen Wu | Sep 14, 2017

Xiaomi announced its latest flagship model MIX 2 and its upgraded high end model Note 3 in Beijing on September 11th. The launch of the two models shows the vendor’s ambition to shift from low-end Redmi-driven portfolio towards higher end segments

MIX 2 adopted the similar industry design of predecessor model MIX, but coming with a 18:9 bezel-less display and Snapdragon 835 chipset ready for mass production. It is the vendor’s latest initiatives to lift up branding and enhance product portfolio. It is likely to compete with Huawei’s premium Mate series in China for business users.

 Equipped with 6 inch 18:9 bezel-less LCD display, MIX 2 will lift Xiaomi’s branding image, although camera remains as its biggest drawback. We also expect MIX 2 will help Xiaomi improve ASP and operating margin in the following quarters. However, we believe Xiaomi is too humble and MIX is under-priced as a flagship premium tier model, which would dampen purchasing intention of some affluent buyers.

What are the pros and cons of MIX 2? How many units of MIX 2 will be shipped this year? What are the risks Xiaomi need to be aware well in order to maintain strong momentum? Our latest report -- Will Under-Priced MIX 2 Lift Xiaomi’s Branding? – has been published. WSS client could click here to access the report.

Mix 2

 

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