Wired
The data calculated by Counterpoint shows that the hardware cost of the Xiaomi Mi 12S Ultra 8+256GB version totals about 516 US dollars, which is about 3479 yuan. Among them, the processor is about 862 yuan, the screen is about 601 yuan, the camera is about 533 yuan, the memory is about 392 yuan, and the cellular radio system is about 162 yuan.
In this regard, an industry insider @aciddigital pointed out that the cost calculated by Counterpoint has a large deviation, and the accounting cost of some parts and components has a larger deviation, and the domestic tax is not considered.
At present, in the mobile phone industry, Apple can probably achieve 5% of the comprehensive net profit, and Samsung can barely do it, but Samsung will soon be unable to do so. During the 618 period, the price of many mobile phones was lower than the actual BOM cost. When other costs were taken into account, it was a proper loss.
You must know that the BOM cost only refers to the hardware cost, excluding the cost of design, R&D, warehousing, logistics, etc., plus the cost of other links, it can be seen that the price of 5999 yuan for this mobile phone is “purely making friends”.
The reason for the high cost is that the Xiaomi Mi 12S Ultra has a number of innovations. The first is the Leica imaging system. The main camera is the Sony IMX989. It has a complete 1-inch super outsole without any cropping. ceiling.
Lei Jun revealed that this time Xiaomi and Sony jointly developed the IMX989, and the development cost alone was 15 million US dollars, and Xiaomi and Sony each paid half. This is Sony’s largest mobile phone image sensor so far.
In addition, Xiaomi Mi 12S Ultra is equipped with a second-generation silicon-oxygen anode battery. This battery material has a higher density and a battery capacity of 4860mAh. In addition, Xiaomi Mi 12S Ultra is also equipped with a self-developed Surging P1 charging chip and a new self-developed Surging. G1 power management chip.
Purchase link: Jingdong (5999 yuan)
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