Xiaomi's mobile phone strategy has almost come to an end. Instead of sticking to the mobile phone market, it's better to fully open up the automobile market. Maybe Xiaomi can achieve it again after a long time of difficulty. one Xiaomi, which hasn't made any big moves for a long time, released its financial reports for the fourth quarter of 2021 and the whole year of 2021 yesterday. According to the financial report data, Xiaomi's revenue in 2021 was 328.3 billion yuan, a year-on-year increase of 33.5%, and its adjusted net profit was 22.04 billion yuan, a year-on-year increase of 69.5%. Among them, the fourth quarter revenue was 85.575 billion yuan, a year-on-year increase of 21.4%, and the adjusted net profit was 4.473 billion yuan, a year-on-year increase of 39.6%. Affected by this news, at the close of March 22, Xiaomi shares rose 6.13% to close at HK $14.2 per share. In terms of Xiaomi's annual revenue, the mobile phone business increased by 37.2% year-on-year, the IOT business increased by 26.1% and the Internet service business increased by 18.8%. Although Xiaomi's mobile phone business is still growing, some problems have gradually emerged. In Q2 last year, Xiaomi's share in the global smartphone market was 17%, surpassing Apple's promotion to the second place in the world, with a year-on-year increase of 83%. However, in Q3, with the strong return of iPhone 13 and the rise of glory in China, the sales of Xiaomi mobile phones began to decline gradually, with 43.9 million units sold in Q3 and 44.1 million units sold in Q4. This means that Huawei's dividend millet basically did not eat, and the vacated market was still divided by apple and glory. Xiaomi is particularly dedicated to the high-end, so it has been stacking materials since Xiaomi 11, 11ultra and other models. However, in addition to rice noodles, it seems that other users still don't like Xiaomi after the "high-end", and what makes Xiaomi cry without tears is that the repurchase rate also fell to 26.9% in Q3 last year, the lowest record in nearly three years. Xiaomi's "high-end" plan is not without effect. According to the results of the financial report, in 2021, the price of millet in Chinese mainland was priced at RMB 3000 or above, and the high-end mobile phone priced at 300 euro or above, had more than 24 million shipments worldwide, far exceeding the level of 10 million units in 2020. In terms of shipments, the proportion of Xiaomi high-end smart phones has increased from 7% in 2020 to 13%, making high-end phones the business that contributed the most to Xiaomi's revenue in 2021. But on the other hand, now mobile phones have become a stock market, and users are more willing to spend money on models with higher prices. Therefore, it is not Xiaomi's high-end machines that impress users. It can only be said that the growth of GDP and consumption level has brought a small part of dividends to Xiaomi's high-end machines. According to personal judgment, it is difficult for Xiaomi to realize its dream of achieving the first global sales volume in three years, because the mobile phone market is now highly competitive. In addition to apple, domestic oppo and vivo are also very strong, and Samsung, which once withdrew from the Chinese market, has also returned to the vision of Chinese users with the Winter Olympics. Xiaomi's current situation is equivalent to that it is full of strong enemies inside and outside, but its own strength is not as strong as expected. The financial report also revealed that in 2021, Xiaomi opened 7000 new offline stores, with a total number of stores exceeding 10000. On average, 19 Xiaomi stores landed in various shopping malls every day, which was surprisingly fast. However, the number of stores did not match the sales volume of Xiaomi, and the sales volume did not increase significantly due to the increase of stores. This is because the mobile phone market has long reached saturation. It has become a fact that mobile phones can't be sold. It's useless to open many stores. two In terms of IOT and consumer goods, Xiaomi's annual revenue reached 85 billion yuan, a year-on-year increase of 26.1%. This business seems to be growing, but in fact, the growth rate has begun to slow down, which makes this business seem to be in line and there is no particularly big breakthrough. If Xiaomi can spare some energy to focus on IOT business, there may be more room for growth. In terms of Internet services, the annual revenue reached 28.2 billion yuan, a year-on-year increase of 18.8%. Xiaomi is an Internet company, not a hardware company. Nearly half of its profits come from its Internet business. Xiaomi has a clear idea. It wants to import traffic and improve sales with hardware, and then realize it through Internet services. However, even if the strategy is as clear as Xiaomi, it can not resist the cruelty of reality. Xiaomi's current hardware sales are not high, and the growth rate is also slowing down significantly in Q3. Therefore, the effect of Internet realization is not particularly good. Taking the game channel as an example, the influence of Xiaomi game is far less than that of Huawei and oppo. Although the sales volume of Huawei's mobile phones is much lower than before, Huawei is still one of the most important mobile game channels for game manufacturers. On the contrary, Xiaomi is in a relatively marginalized state. Xiaomi's report card in 2021 can only be said to be mixed. The joy is that all businesses are still growing, and the worry is that there are no particularly bright spots in all businesses. If awesome stock prices of Internet Co listed on other Hong Kong stocks have fallen sharply, they are affected by international relations and domestic policies. At this time, it has to be said that Lei Jun's choice to build a car may be a more correct choice, because no matter how their cars are built in the end, at least new energy is the general trend, and may really become the next breakthrough for Xiaomi. Before Xiaomi car is actually mass produced, Xiaomi company may be able to put it on hold. (Xinhua News Agency)