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editor du yu

on september 18, the first working day after the mid-autumn festival holiday, good news came from xiaomi mobile phone.

image source: daily economic news data map

on september 18, market research firm counterpoint research released a report stating that xiaomi's mobile phone sales in august this year exceeded apple's, becoming the world's second largest smartphone brand after samsung. the report pointed out that xiaomi's smartphone sales remained stable in august 2024, while apple showed a seasonal decline in the same period.

image source: counterpoint research report

according to the securities times, xiaomi is the chinese brand that has released the fewest new phones among the top five domestic brands, but even with a small number of new phones, it has become the chinese brand with the highest sales in the world. the reason behind this is mainly the boutique strategy, which is also regarded as one of the biggest changes in xiaomi this year. in addition, xiaomi has now begun to layout and enter the high-end field overseas, and many models including the xiaomi 14 series have been successful.