Xiaomi Red Rice materials cost just $85, quad-core phone priced at $130

Xiaomi Red Rice materials cost just $85, quad-core phone priced at $130
One of the most talked about phones in Asia is the Xiamoi Red Rice. The reason for the buzz is the remarkably low price of $130 (U.S. Dollar equivalent) for a handset using a quad-core processor with a screen offering a pixel density of 312ppi. Analytics firm Trend Force found that the phone has $85 worth of materials inside the device, led by the MediaTek MT6589 processor which accounts for 20% of the phone's manufacturing cost. The 4.7 inch IPS panel makes up 22% of the phone's cost and sports 720 x 1280 resolution. Gorilla Glass 2 protects the display from scratches and cracks.
In addition to the nice fat profit margins, Trend Force says that the company is managing its inventory better than its competitors do. On board the unit is 1GB of RAM. The back and front facing cameras weigh in at 8MP and 1.3MP respectively and Android 4.2 is pre-installed. There is 4GB of native storage which can be expanded by using the microSD slot. Dual SIM slots are also included.

Even though the Xiaomi Red Rice is a serviceable handset designed to attract first time smartphone or Android users, it still can handle more than most entry level models. And with a gross profit margin of 35%, Xiamoi is doing quite well, thank you. The profits from the Red Rice help it fund the development of other models.

source: SlashGear



1. Levon

Posts: 35; Member since: Aug 09, 2012

large cheap smartphone filled with basic and most needed apps.

2. LetsBeHonest

Posts: 1548; Member since: Jun 04, 2013

Ohhhh boy.... What more can expect for $130??? Well it offers more than its price. is it available in India??? it looks gorgeous too....

3. PootisMan

Posts: 266; Member since: Aug 02, 2013

I wonder how good this phone actually is.

4. Shatter

Posts: 2036; Member since: May 29, 2013

Doesn't have US bands. Pass!

5. ardent1

Posts: 2000; Member since: Apr 16, 2011

Alan F: The gross profit margin is not 53%. In accounting, gross profit margin is gross profit divided by revenues. Since revenue is $130 per phone and costs $85 to build, respectively, the gross profit is $45 or the difference between $130 and $85. Now, you divide $45 by the $130 revenue number to get a gross profit margin of 34.6%. http://beginnersinvest.about.com/od/incomestatementanalysis/a/gross-profit-margin.htm

6. downphoenix

Posts: 3165; Member since: Jun 19, 2010

and realistically its less than that when you figure in the costs of manufacture and distribution. They might make $15 a handset off this phone. But then again, that's not the intentions, Xioami after all is aiming for the Amazon approach.

7. ardent1

Posts: 2000; Member since: Apr 16, 2011

Again, for the non-accounting folks: Gross profit or gross profit margin captures direct cost of manufacturing. 34.6% is correct gpm based on the info given, therefore it can't be less than that. Operating profit (or EBIT) or operating profit margin captures the indirect costs such as SG&A expense, which includes marketing, distribution and shipping cost, R&D, etc. The reason why Xioami doesn't need a large gross profit margin is because it doesn't need a large marketing budget (sells units at low prices, word of mouth, etc) and it doesn't need a huge R&D budget (since it mainly copies other OEMs). That's why a 34.6% gpm makes sense for Xioami, but a 35% gpm would be the death knell for a company like Moto that has huge marketing budgets and sizeable R&D budgets.

8. Alan01

Posts: 645; Member since: Mar 21, 2012

Yes, I stand corrected. This is why I am a technical analyst! Alan F.

9. daniel_bargs

Posts: 325; Member since: Nov 27, 2010

hahaha you got a competent opponent, I mean, reader! hahahahaahha!

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