Lei Jun responds to Xiaomi Mi 10 BOM cost: The materials must be stacked, and pricing is a reflection of Xiaomi’s values

After the release of Xiaomi 10, the well-known hardware analysis organization TechInsights conducted a detailed disassembly of Xiaomi 10 and gave a BOM cost forecast for the main components. According to the analysis, the manufacturing cost of Xiaomi 10 (12GB+256GB) is about US$440 (about RMB 3,088).

After the data came out, many media and analysts said that the pricing of Xiaomi 10 was indeed for the purpose of "making friends". It can be calculated that the BOM cost of Xiaomi 10 is about 3,088 yuan, without adding various taxes, foundry processing fees, production losses, R&D expenses, after-sales, sales expenses, Qualcomm patent fees, company operating costs, etc. Compared with the selling price of 4,699 yuan, the profit margin of Xiaomi 10 is already very low.

When Lei Jun talked about the cost of Xiaomi 10 on Weibo last night, he said that the cost of Xiaomi 10 is higher than expected, including the Snapdragon 865, a customized dual-curved AMOLED screen, and a 108MP+OIS lens module. Of course, Xiaomi 10 has more than that.

"To make a high-end flagship, you have to have a lot of features! The Xiaomi Mi 10 is priced from 3,999 yuan, which is definitely an experience of Xiaomi's values," said Lei Jun.

Judging from the fact that the Xiaomi 10 series was open for purchase yesterday, the sales of the 8+256 version of Xiaomi 10 reached nearly 100,000 units in just one day.

Pan Jiutang, partner of Xiaomi Industrial Investment Department, said that Xiaomi 10 will return to the high-end, but Xiaomi will not forget to make touching products, so Xiaomi's high-end flagship will also be approachable.