In April 2018, Xiaomi made a public promise: “From now on, Xiaomi formally promises users that the overall after-tax net profit margin of its hardware business, including phones, IoT and lifestyle products, will not exceed 5 percent each year. If it does, we will return the part above 5 percent to Xiaomi users in a reasonable way.”
Reports on the promise repeated a Xiaomi phrase: gandong renxin, jiage houdao, touch the heart, honest price.