On the evening of September 25th, following Lei Jun's 2025 annual speech event, XIAOMI-W Chairman and CEO Lei Jun engaged in a dialogue with media.

Lei Jun stated that Xiaomi was initially positioned as a geek brand, prepared for tech enthusiasts. "None of us expected Xiaomi's growth rate to exceed our imagination, quickly becoming a mass-market brand. The challenges we faced five or six years ago stemmed from our rapid growth - many people didn't understand us and had prejudices against us. At the same time, because we grew too fast, there were many things we didn't do well ourselves. So after six months of reflection, we decided to push for premiumization, to gain recognition from high-end users and female users."

He revealed that today, nearly half of Xiaomi's automotive customers are women, representing a dramatic transformation in user demographics - this is the result of the premiumization drive that began five years ago. "During these five years of exploration, we have gradually developed a methodology for premiumization, which consists of three pillars - technology leadership, cognitive leadership, and aesthetic leadership. We need to improve ourselves in these three dimensions to progressively achieve premiumization. Therefore, we organize quarterly reviews to discuss our achievements in the premiumization process, what difficulties we've encountered, or what pitfalls we've fallen into."