Lei Jun has made a big move.

Author | Cao Anxun When Huawei and Apple brought new products to set off the domestic mobile phone market, Xiaomi Chairman Lei Jun was also eager to join the battle of the gods of the technology giants. Before the official end, Lei Jun added a fire to his new mobile phone. On October 17, Lei Jun said through his personal microblog that the official version of Xiaomi's new operating system, Xiaomi Surging OS(Xiaomi HyperOS), will gradually replace MIUI, which has been in use for 13 years. The Xiaomi 14 series will be the first mobile phone equipped with this system and has now been delivered to the factory to start production. Rumor has it that Xiaomi's 14 series will be unveiled at the Xiaomi conference at the end of this month. "For Xiaomi, it is a historic moment. A new journey!" Lei Jun and Xiaomi have high hopes for surging OS. According to their introduction, Xiaomi surging OS is based on the Android of deep evolution and the integration of self-developed Vela system, rewriting the underlying architecture, and is regarded by Xiaomi as a public base for the future billions of devices and billions of connections between everything. The capital market has given a "rising voice" to the release of Xiaomi's new system ". On the day of the release of the new system (October 17), the share price of Hong Kong stock Xiaomi Group rose 3.99 percent, leading the rise in Hong Kong stock network shares. On October 18 and 19, Xiaomi's share price continued to rise, up 1.07 percent and 2.43 percent respectively. In the long run, Xiaomi's share price has generally risen since the end of September. As of October 19, Xiaomi's share price was HK $13.5 per share, up 15.78 per cent from HK $11.66 per share on September 26, the highest share price since March this year. This kind of performance is mainly brought by millet mobile phones. According to a report by the market research organization Canalys, in the third quarter, in the global smartphone market fell 1%, Samsung, Apple, OPPO are all declining to varying degrees in the environment, Xiaomi still maintained a recovery growth trend, with a 14% market share ranked No. 3, the market share hit a new high since Q3 2021. Horizontal comparison, the world's top five mobile phone manufacturers, Xiaomi has been 13 consecutive quarters of the global TOP3, China's mobile phone brand No. 1. The market also has high expectations for millet 14. An industry insider pointed out that among the domestic mobile phone brands, Xiaomi has always been famous for its high cost performance. This time, Xiaomi 14 is said to be the first Xiaolong 8 Gen3 model and will also be equipped with Xiaomi's new system. Moreover, the market predicts that compared with Xiaomi 13, Xiaomi 14 is expected to "increase the quantity without increasing the price" and is very attractive. Lei Jun said in a post on October 16, "Don't worry, everyone, this product is very strong!" News from the industrial chain shows that Xiaomi's full-channel stocking orders increased 60% year-on-year, and Xiaomi's 14 series of two new machines were positioned against the iPhone 15 Pro/Pro Max. Canalys analysis, this is because Xiaomi quickly seized the opportunity of the global market rebound and provided competitive products and channel cooperation strategies. If the strategy can be successfully continued, it will become a sustainable growth opportunity in the future. Since the end of last year, millet through the release of folding screen flagship millet MIX Fold 3, millet 13 has repeatedly set off a rush to buy. Xiaomi 13 sold 1.1 million units within 3 months of its listing, becoming one of the best-selling models in the domestic high-end flagship camp. According to Guo Mingxi, an analyst at Tianfeng International, Xiaomi has a more competitive advantage than ordinary Chinese enterprises in its global layout, which is expected to benefit significantly when the global Android mobile phone market recovers, and expects Xiaomi to ship 40 million -45 million mobile phones in the fourth quarter. Fourth quarter of this year, next year's profit is expected to exceed market expectations. At the same time, Guo Mingxi pointed out that due to Huawei's new M7 sales exceeding expectations, the focus of competition in China's electric vehicle market has begun to shift to self-driving, software, marketing and channels, and Xiaomi's auto business is facing a new trend. However, in the millet conference, millet car officially unveiled before, everything is not conclusive. Behind the rise in Xiaomi's share price, it is accompanied by enthusiasm and expectation, as well as doubts and disbelief. Some people in the industry said that the essence of Xiaomi's new system is still based on Android. As for how many innovations there are, it can only be known at the press conference. China Galaxy Securities pointed out that in the absence of further sanctions from the United States, Huawei's return will impact the existing competition pattern of domestic high-end smartphones. Huawei's Hongmeng operating system also continues to lead in the Internet of Everything, becoming the third operating system in the world. This will pose a threat to the existing status of millet. In the second half of this year, the competition for domestic mobile phones is fierce, with more volumes and more volumes. Huawei's return as the king and glory are growing against the trend. OPPO and VIVO have also attracted much attention with their new folding screen mobile phones. One plus 12 has been released ahead of schedule by the end of the year, which may rob the first round of Xiaolong 8Gen3. It is also unknown whether Xiaomi 14 can replicate the hot sales of 13. For Lei Jun, Xiaomi 14, which has the blessing of surging OS, will be Lei Jun's big move to boost Xiaomi's performance. The second quarter financial report showed that Xiaomi achieved revenue of 67.35 billion yuan, down 4% year-on-year. After Xiaomi 14 was launched, it is expected to increase its declining revenue. More than two months ago, Lei Jun said in his annual speech, "High-end is the only way for Xiaomi's development, and it is a battle of life and death!" The next six months, or the most critical half of Lei Jun, will face Huawei and Apple's new products, which is related to Xiaomi's status and ranking of value, and a new peak battle in the mobile phone industry will also begin.