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Xiaomi Announced its Latest Flagship Mi 10 Series with Aggressive Price Uplift

by Yiwen Wu | Feb 13, 2020

Xiaomi today announce its 10-year anniversary flagship model Mi 10 series in China. Due to the uncontained situation of coronavirus in China, the event was held online and broadcasted via 71 live-streaming platforms.

Specification wise, unsurprisingly, Mi 10 series is a good combination of latest and best-in-class components available in the markets. It has two versions: vanilla and pro. The vanilla version spots Qualcomm 865 5G chipset, 108MP quad-camera at rear, LPDDR5 RAM, UFS 3.0 internal storage, an impressive 90Hz flexible OLED display and 4500mAh battery. It supports Wifi 6 as well as 30W fast-charging. The pro version comes with upgraded camera setup, fast charging capability, audio, and memory combination.  

The new series showed Xiaomi’s strong ambition on brand uplift. Mi 10 series starts from RMB 3999 (USD573) at retail, roughly 33% more than its predecessor Mi 9 series when first launched. The retail price ranges up to RMB 5999 (USD573) for different versions and memory combination. The pricing makes Mi 10 series a direct challenger towards the existing Mate 20 5G series and upcoming P40 series from Huawei in China.

The vanilla version will be available in China from February 14th, while the pro version will be from February 18th. The pre-order with RMB100 (USD14) deposit for both models starts from 4pm today.

The launch of the pricy Mi 10 series is an important step forward for Xiaomi which is eager to refresh its brand image and attack premium segments. We view the new 5G products are solid at their price tiers. But there are two challenges that Xiaomi needs to pay special attention to:

  • How to educate and persuade Mi fans will be a challenging task for Xiaomi under the current market environment. Due to the outbreak of coronavirus, consumer’s demand on new models is temporarily low at the moment. Lack of offline resource and exposure is likely to negative impact marketing results.
  • How long Mi 10 series can sustain hardware competitiveness is another challenge. Take chipset as an example. Like its predecessors, Mi 10 series is among the first ones carrying the latest Snapdragon chipset, but the first-mover advantage will not last long. The chipset will soon become the new standard for premium models in the market

Our latest report Q4 ’19: Xiaomi: Western Europe as New Growth Engine was published. WSS client could access the full report via this link.

Mi 10

Mi 10 Pro

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