Xiaomi changes its pricing strategy: the difference between Spain and China has never been as high as in 2020
Xiaomi has surprised in 2020 by greatly increasing the price of its high-end terminals, the Xiaomi Mi 10 and Mi 10 Pro. This, which we have already discussed in depth, has made us realize one detail: that Xiaomi has made a big change of strategy in the way it sets prices in China and Spain.
When a Xiaomi terminal reaches the market, it does so with a price in China and a higher one in Spain. This has always been true since landing in our country in 2017. However, the trend tells us that Xiaomi is increasing the gap between the Chinese price and the Spanish price. In the launches it is making, the price difference between the two markets of the same terminal is higher than ever.
The price of Xiaomi smartphones in China and Spain has never been so far apart from each other as in 2020
At the time the arrival of Xiaomi in Spain was announced, we already talked about the fact that the prices that the company established in China would normally be higher here in Spain. Beyond the financial and strategic decisions that a Chinese company can make when bringing its terminals, there are factors such as taxes, distribution costs or currency fluctuations that explain why a smartphone is more expensive in one territory than in another. .
It seems correct to mention that both the Chinese and the Spanish prices include a tax such as VAT: 17% there and 21% here. Those taxes have remained stable since Xiaomi's arrival in Spain, which will not explain the differences that we will see in the article until and since 2020. Nor will the currency changes, which have remained relatively stable in the period.
We are going to compare the price of smartphones launched in China and also in Spain to analyze how much their price has changed. That is, a smartphone like the Redmi Note 8T, which was not launched in China under that or another name, will not be subject to analysis. However, one such as the Xiaomi CC9 Pro, which was launched here as Mi Note 10 and Mi Note 10 Pro, will be compared.
2017: an aggressive start
And it happened. When Xiaomi landed in Spain in 2017, the prices of its smartphones were higher than those of China. How much more? The answer depends on the range in general, and on each specific model in particular.
If we look and compare the prices of the first high-end models launched here, Xiaomi Mi 6 and Xiaomi Mi MIX 2, we obtain that the first became more expensive by 32% when leaving China, and the second by 18%.In 2017 we could already see that Xiaomi would apply (until now) a greater price difference in the entry range than in the high range
In other ranges, those percentages varied. The entry range, championed by the Redmi 4A and Redmi 4X, already showed that it would be the one that would have a greater difference, increasing in price between 50% and 55% when arriving here.
The most pleasant surprise for the Spanish pocket of that year? The very popular Xiaomi Mi A1 (Mi 5X in China), whose price only varied by about 9 euros between both countries, which meant a difference of only 4%. That is the lowest figure that we will see in any launch of those mentioned in the article.
CHINA PRICE (to change)
Xiaomi Mi MIX 2 (6/64)
Xiaomi Mi 6 (6/64)
Xiaomi Mi Max 2 (4/64)
Xiaomi Mi A1 (4/64)
Xiaomi Redmi Note 4 (4/64)
Xiaomi Redmi 4X (2/16)
Xiaomi's initial plan that year was, in comparison to what would come later, very aggressive on the downside, with an average difference of 30% between markets. The key that until now we have not detected the change in strategy is that the trend would be to increase these percentages that we saw the first year gradually, so that prices would not be much strange compared to those seen in China.
2018: the price differences between China and Spain begin to grow
In 2018, Xiaomi settled in Spain launching many models and variants, among which the Xiaomi Mi 8, the Xiaomi Mi A2, the Xiaomi Mi MIX 2s or the Xiaomi Redmi Note 5 stood out.
The average price difference between China and Spain reached 35%, compared to 30% in 2017. That is, Xiaomi now charged us more to import its terminals than before. The price difference was still a matter of ranges, and clearly continued to gain the entry range, with a difference of 41% compared to Chinese prices.
In 2018 the increases were gradual, but if we have to keep a detail, with a first anomaly, we are left with the Xiaomi Mi 8 Lite, a terminal whose base model was sold in China for 175 euros, but which in Spain started from 269 €. It was the first time that a terminal of more than 150 euros mid-range Xiaomi approached both a difference of 50%, or exceeded it. At the moment it was anecdotal, but it gave clues as to where things could go in the future.
CHINA PRICE (to change)
Xiaomi Mi 8 (6/64)
Xiaomi Mi Mix 2s (6/64)
Xiaomi Mi A2 (4/64)
Xiaomi Mi 8 Lite (4/64)
Xiaomi Redmi 6A (2/16)
To date, the Mi MIX have had higher base prices in China than the Mi 6, Mi 8 or Mi 9, which may have led Xiaomi to apply a lower price difference in Spain, in order to maintain the competitiveness of this family in price.
Until now it seemed crazy that they asked for 600 or more euros for the Mi MIX, which is the price, for example, the Mi MIX 2 would have had if a China-Spain conversion rate similar to that of the Mi 6 had been applied.
2019: anomalies arrive that camouflage the trend and what will come
2019 is the strangest year of all that we will see, except for the surprises produced by the price increases of 2020. The average difference between the prices of China and Spain of the 12 terminals that we have taken into account for this year's analysis It was 35%, the same as in 2018. Apparently, Xiaomi slowed the percentage rise that had occurred from 2017 to 2018, and in general it was not a year of huge percentage differences between China and Spain, but there was a major anomaly called Xiaomi Mi 9.
The China-Spain price difference of the Xiaomi Mi 6 and 8 had ranged between 32% and 42%, and strangely, with the two Mi 9s, it passed 15%. Surprisingly, the PV of the Mi 9, in addition, was also lower than its predecessors.
The Mi MIX 3 remained in an also aggressive 18% of difference, and in another high-end model within what is Xiaomi, such as the Mi 9T Pro, the percentages were 27% and 35%. The Mi 9 anomaly made the average high-end difference between China and Spain 22%, lower than in 2018 and 2017.
CHINA PRICE (to change)
Xiaomi Mi 9 (6/128)
Xiaomi Mi MIX 3 (6/128)
Xiaomi Mi A3 4/64
Xiaomi Mi 9T 6/64
Xiaomi Redmi 7 (3/32)
In the entry range, the average difference between the two markets rose again to 45%, but the most curious thing was what happened in a long-awaited model such as the Xiaomi Mi A3 (launched in China under the name of Xiaomi CC9e) .
In China, the terminal had an exchange price of 167 euros, while in Spain it reached 249 euros, a difference of 49% in the base model of 64 GB (the 128 GB arrived with a 55%, record in range half). Another proof, in a contained year, that the winds of change were coming, and so it seemed to us that Xiaomi was hinting at it.
With the launch of the Pocophone F2, Xiaomi has returned to the strategy it had with the high-end Mi from before 2019, with a difference of between 30% and a little over 40%. It is interesting to look at the table to see how well the strategy is now reflected in the family. The Mi Note 10 Pro has the same price as the 8/256 GB Pocophone F2, despite the fact that the price of the first one in China is almost 100 euros lower. It is what makes the difference between an aggressive bet like the POCO and a more conservative one like the one we have seen before its launch.
2020: the year that everything changed in high-end
We have only been four months of 2020, and Xiaomi has still launched few terminals in parallel in our country and in China to analyze what will happen throughout the year. However, what happened in the high-end (above 399 euros) with four terminals gives to observe that the change in strategy in it has been total.The price difference between China and Spain from the high-end models launched in 2020 is the highest we have seen in any year
The price difference between China and Spain from the high-end models launched in 2020 is the highest we have seen in any year, and a clear example that there are things that have changed. After the Mi 9 anomaly and the reduced percentages of the Mi MIX, we reached a difference that on average reaches 50% between both markets.
As we see in the table, the most capable model of the Xiaomi Mi 10 and the Xiaomi Mi Note 10 Pro are the big "culprits" that this gap is so large.
CHINA PRICE (to change)
Xiaomi Mi 10 (8/128)
Xiaomi Mi 10 (8/256)
Xiaomi Mi 10 Pro (8/256)
Xiaomi Mi Note 10 (6/128)
Xiaomi Mi Note 10 Pro (8/256)
Pocophone F2 (6/128)
Pocophone F2 (8/256)
It remains to be seen what happens to the mid-range and the entry range, because at the moment there are no terminals that have been launched in both countries to compare, but 63% of the Mi Note 10 Pro is an absolute record in difference that we indicates where the shots can be taken in the rest of the year. And it must be remembered that in other years they were the lowest ranges to which a higher difference was applied, and not the other way around.
From Xataka we have asked Xiaomi about the causes of this change in strategy that we have observed, and from the company they have sent us the following statement, where they do not specify the reason for the price difference between Spain and China: "The price increase could Due to several factors, one of them, for example, the increase in the prices of the key components of the smartphone, however, regardless of the price range we are referring to, Xiaomi has the promise of not obtaining more than 5% of net profit on our hardware margins. "
High-end Xiaomi competition is not applying the same strategy
Although given these prices we can no longer speak of high "economic" ranges when we refer to the Mi X, by trajectory it is interesting to compare them with those that we can consider their historical and recent direct competition, Realme and OnePlus, both from the BBK group.
Last year, Realme launched the Realme X2 Pro in Spain as its highest-end terminal. This year, its successor is the Realme X50 Pro 5G, which the company has launched a little more expensive than last year's model, but without slightly changing the pricing strategy between China and Spain, as we can see in the graph above when comparing equivalent models.OnePlus has even gone so far as to reduce the price differences between China and Spain in the OnePlus 8, and Realme has increased them slightly
In OnePlus there are more strategic details to comment. As they are accustomed to every six months, this year they have launched two new terminals, OnePlus 8 and 8 Pro, whose pricing strategy between China and Spain we can compare with that of the OnePlus 7T and 7T Pro, their predecessors.
And here we do see a slight change in strategy in which the Spanish consumer wins, because of the 55% extra that he paid extra compared to the Chinese price in the OnePlus 7T, now he pays 38% in the 8. As for the higher models , it goes from a price difference of 28% in the OnePlus 7T Pro to 29.3% of the 8 Pro. A small increase that tells us of a strategy that is maintained in terms of setting prices between China and Spain.