Sales Drop 26% But Prices Rise? Xiaomi's Dilemma
Xiaomi, facing a significant 26.3% year-on-year decline in global smartphone shipments in Q2 2026, has implemented its third price hike of the year. On August 2nd, prices were raised for nine models, including the flagship Mi 17 series (up 400-500 yuan) and Redmi K90/Turbo 5 series (up 300 yuan). This move completes a pattern where cost pressure, originating from surging memory chip prices, has climbed from entry-level to mid-range and now flagship products.
The primary driver is a severe supply squeeze on consumer-grade DRAM and NAND flash memory, as major manufacturers like Samsung shift advanced capacity to more profitable HBM for AI applications. According to Xiaomi President Lu Weibing, memory prices for the same configuration have skyrocketed nearly fourfold since Q1 2025, adding roughly 1500 yuan to the cost of a mainstream 12GB+512GB phone. IDC estimates consumer memory costs have risen nearly 300% year-on-year.
While the price increases hurt demand and contributed to the sales slump, Xiaomi's strategy of reducing entry-level models and upgrading its product mix also played a role. Domestically, its market share in China fell to 12% (5th place), while leaders Huawei and Apple saw shipments grow over 24%. To mitigate future risks, Xiaomi is accelerating its in-house "Surge" chip development and optimizing memory configurations across its lineup.
Xiaomi is not alone; major brands like OPPO, vivo, and Apple have already raised prices in 2026, with industry insiders predicting another round of increases (200-800 yuan) in the second half. A full-scale industry-wide涨价 cycle is underway, forcing both manufacturers and consumers to recalibrate their strategies and purchasing decisions amid sustained cost pressures.
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