XIAOMI(01810) 长江证券·2025-04-12 13:06Investment Rating - The report initiates coverage with a "Buy" rating for Xiaomi Group [9] Core Views - Xiaomi Group has evolved from its origins in the MIUI system and mobile phones to become a leading platform in consumer electronics, integrating smartphones, IoT devices, and electric vehicles into a cohesive ecosystem [2][6] - The company is experiencing initial success in its high-end smartphone strategy, with a focus on combining online and offline retail to enhance market penetration [2][7] - Xiaomi's IoT platform is robust, contributing to high user retention and brand loyalty, positioning the company favorably in the consumer electronics market [2][8] Summary by Sections Company Overview - Xiaomi started with the MIUI system and launched its first smartphone in 2011, quickly becoming the top seller in China by 2014. The company has since expanded into the IoT market and announced its entry into the smart electric vehicle sector in 2021, with the first vehicle expected to be delivered in 2024 [6][13] Smartphone Market - The smartphone market is currently in a mature phase, with growth driven by high-end product offerings and global expansion. Xiaomi has focused on enhancing its product quality and brand recognition through strategic partnerships, such as with Leica for camera technology [7][39] - Xiaomi's average selling price (ASP) for smartphones is increasing, particularly in the 800 price range, indicating successful penetration into the high-end market [7][39] IoT and Ecosystem - Xiaomi's IoT strategy leverages its smartphone user base to drive growth in connected devices. The company has a leading position in the IoT market, benefiting from its established brand and product ecosystem [8][15] - The integration of various devices within the "human-vehicle-home" ecosystem enhances user experience and promotes cross-selling opportunities [15][28] Financial Performance - In 2024, Xiaomi reported revenue of 365.91 billion yuan, a 35% year-on-year increase, with net profit also rising by 35% to 23.658 billion yuan. The smartphone segment remains dominant, contributing 52.41% of total revenue [25][26] - The IoT segment accounted for 28.45% of revenue, with significant growth in home appliances, while the electric vehicle segment contributed 8.95% [25][26] Future Outlook - The report forecasts that Xiaomi's net profit will continue to grow, reaching 35.404 billion yuan in 2025, 51.653 billion yuan in 2026, and 65.531 billion yuan in 2027, supported by its diversified product strategy and ecosystem development [8][25]