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The Xiaomi 12 series makes nearly US$300 million in its first five minutes on the retail market

The new 12 Pro. (Source: Xiaomi)
The new 12 Pro. (Source: Xiaomi)
The new Xiaomi 12 series of flagship smartphones was released to its first market on New Year's Eve 2021. Now, the sales data from that event is in, and the OEM claims to have made just under 2 billion yuan (~US$300 million) from the first 5 minutes' worth of orders. This has beaten the record set by the Mi 11 by a good margin.
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Xiaomi released its new 12 series of top-end smartphones to their inaugural market of China as planned on December 31, 2021. According to the OEM, that event has ended in "record-breaking" sales both in terms of volume and speed of orders. It claims that the devices took just 5 minutes from the opening of their orders to amass 1.8 billion yuan (~US$283 million) in revenue.

This figure applies across all retail channels, whether online or offline, where the phones were offered as of New Year's Eve 2021. It beats the precedent set by the former flagship Mi 11, which managed 1.5 billion yuan (~$236 million) in their own first 5 minutes of open sales.

Xiaomi did not mention if the greater proportion of this practically zero-day success went to the vanilla 12 or the 12 Pro. Similarly, it is not clear whether the new 12X option was included in this data or not. Nevertheless, these impressive figures may be an indication of fan enthusiasm for the new Snapdragon 8 Gen 1- (and possibly Snapdragon 870-) powered handsets.

Buy a Xiaomi Mi 11 Lite 5G on Amazon

Xiaomi celebrates its early 12-series success. (Source: Xiaomi via Weibo)
Xiaomi celebrates its early 12-series success. (Source: Xiaomi via Weibo)

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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2022 01 > The Xiaomi 12 series makes nearly US$300 million in its first five minutes on the retail market
Deirdre O'Donnell, 2022-01- 1 (Update: 2022-01-11)