Xiaomi without charger… Leijun “You followed Apple? Originally my idea”

Input 2021.01.07 16:01 | Revision 2021.01.07 16:20

Lei Jun, co-founder and CEO of Chinese smartphone maker Xiaomi, said, “I didn’t imitate Apple, but my thoughts about removing the charger from the new smartphone’Mi 11′. It was” said the position.

After Apple in the US decided not to provide chargers from the iPhone 12 series launched in October last year, major smartphone manufacturers such as Samsung Electronics and Xiaomi also excluded chargers from the basic product configuration. When Xiaomi, who had ridiculed Apple’s decision to exclude the charger, removed some of the charger from the recently released’Mi 11′ smartphone, a reaction came out saying that’it followed Apple again’.

Leijun introduced the flagship smartphone’Mi 11′, which started on sale on the 1st of the online live broadcast (live streaming) on ​​the 4th. “Five years ago, when I saw a drawer full of chargers, I came up with this idea (excluding chargers).” did. Rather than following Apple’s policy, it is that they put their long-standing thoughts into action. He said, “I thought it was a waste to see all the boxes full of chargers thrown away a year ago.”

Apple announced that it does not include chargers and earphones from the iPhone 12 series launched in October last year for environmental protection reasons. Competitors such as Xiaomi and Samsung immediately responded as if they were sarcastic about Apple’s decision.

However, in a post on the social media Weibo on the 26th of last month, Leijun said, “I decided to remove the charger from the Xiaomi 11 to protect the environment.” Then, complaints arose among consumers who thought that’the charger included in the new product package is basically free’.

Xiaomi reversed the decision again. It allows consumers to choose between products with and without chargers. Regardless of whether the charger is included or not, the product price is the same. Consumers who choose the option to include a charger will receive a separate charger along with the’Mi 11′ smartphone package.

Which of the Chinese consumers would choose more? According to the Xiaomi announcement, about 350,000 units were sold on the first day of the launch of the’Mi 11′. Among them, 20,000 people purchased the’Environmental Protection Board’ or’without charger’. It is less than 6% of total sales.

Samsung also excluded chargers and earphones that were provided as standard in the new smartphone’Galaxy S21′ series package to be unveiled on the 14th. It is observed that smartphone makers who put up the cause of environmental protection will be able to save hundreds of billions of won per year.

‘Mi 11’ is the first smartphone equipped with Snapdragon 888, Qualcomm’s latest 5G (5th generation) chipset. The base model with 8GB (gigabyte) RAM (semiconductor) and 128GB of storage space is priced at 3999 yuan (about 670,000 won).

Leijun went out as a direct advertising model to promote’Mi 11′. Images of advertisements he shot with his new products were posted in Beijing Capital International Airport and other places. Leijun also produced a special edition with his signature on the product.

Xiaomi is increasing its market share after rival Huawei, China, was shaken by US sanctions. According to a report released on the 5th by Trend Force, a market research firm, the ranking of global smartphone shipments in 2020 was in the order of Samsung, Apple, Huawei, and Xiaomi. Trend Force predicted that Xiaomi will rise to third place this year, and Huawei will fall to seventh place due to a shortage of semiconductor supply.