Just before the New Year, a new batch of mobile phones came out. Xiaomi Group's Xiaomi brand released Xiaomi's third-generation high-end mobile phones Xiaomi 12, Xiaomi 12 Pro and small size quasi-flagship Xiaomi 12X last night, along with MIUI 13, Xiaomi Watch S1, Xiaomi True Wireless Noise Cancelling Headphones 3 and other blockbuster new products.
"In the next five years, Xiaomi will invest 100 billion yuan in research and development funds, and officially benchmark Apple in product strategy to learn from Apple." Lei Jun, founder, chairman and CEO of Xiaomi Group, said at the press conference that the Xiaomi 12 series for the first time planned a large and a small "double-size double-high-end" specification, of which the Xiaomi 12 Pro positioned "all-round high-end flagship", benchmarking the iPhone 13 Pro Max; Xiaomi 12 positioned "small size high-end flagship", benchmarking iPhone 13.
R & D investment of 5 years 100 billion, opened the domestic high-end mobile phone to break the battle
This year, the domestic mobile phone represented by Xiaomi is sought after in the global market, and the information from the press conference shows that Xiaomi ranked first in the market share of 11 markets in the world, and in the second quarter of this year, it once surpassed Apple to rank second in the world, and announced in August the new goal of "three years, impact the world's first".
Domestic mobile phones drive the domestic supply chain Baijiaxing. In the process of its own rapid development, Xiaomi has continued to invest in more than 360 companies from industrial investment, product localization rate, two-dimensional feedback on domestic supply chain, and set up a special industrial investment team, through the industry fund to invest in about 100 innovative technology enterprises, for communication technology, analog semiconductors, touch displays, sensors, integrated electronics, batteries, industrial automation, precision manufacturing and materials and other upstream industrial chain investment and construction, to provide funds, talents, supply chain resources and commoditization for their innovative research and development A series of support such as market-oriented counseling. According to statistics, there are nearly 60 domestic supply chain partners in the Xiaomi 12 series.
Last year, Xiaomi officially announced the impact on the high-end mobile phone market, and since then, the launch of high-end mobile phones such as Xiaomi 10, Xiaomi 11, and Xiaomi MIX4 has helped Xiaomi quickly gain a foothold in the high-end market. In the first half of 2021, the sales volume of Xiaomi's high-end mobile phones has surpassed the sum of the whole year of 2020 and become the leading brand of domestic high-end mobile phones.
Industry insiders said that "three years, impact the world's first" is not only the ambition of the global rise of Chinese enterprises in the new era, but also the mission of the times to revitalize the development of China's science and technology industry. But achieving this goal is not an easy task, and xiaomi is facing two strong opponents, Apple and Samsung. To be the first, you must challenge the first, and in the competition with them, the high-end market is a hard bone that must be gnawed.
Lei Jun announced at the press conference that in the next five years, Xiaomi will invest 100 billion yuan in research and development funds, which exceeds the sum of Xiaomi's profits since its establishment 11 years ago, providing resource guarantees for Xiaomi's continuous technological innovation, and also demonstrating its determination to adhere to innovation. In terms of product definition, the newly released Xiaomi third-generation high-end flagship Xiaomi 12 series has for the first time achieved alignment with the top flagship, and the tit-for-tat plan is the same as apple's iPhone 13 series with the "dual-size dual high-end" specifications.
Multiple "world premieres", Xiaomi Mi 12 Pro to create the top flagship of 2022
From the product point of view, Xiaomi Mi 12 Pro has many global debuts.
For example, Xiaomi 12 Pro debuted the 4nm process Armv9 architecture of the new generation of Snapdragon 8 flagship platform in the world, Armv9 is a complete upgrade of the ancient Armv8 architecture of the past decade, bringing a large span improvement of 16% of super core performance, 52% gpu performance and 4 times of AI performance, laying a new starting point for the flagship performance of smartphones in the next decade. At the same time, this phone debuted the "dynamic performance scheduling" technology, intelligent prediction of game scenarios, millisecond-level deployment performance release strategy, and luxury heat dissipation with a large VC heating board, which can achieve free performance.
For example, the Xiaomi Mi 12 Pro debuted a 6.73-inch second-generation low-power 2K AMOLED screen in the world, which won the A+ certification of the highest rating of displayMate, an authoritative screen evaluation agency, breaking 15 records. In order to solve the high power consumption caused by high brushing, Xiaomi Mi 12 Pro added "intelligent dynamic refresh rate" technology to the Android high-end machine for the first time, realizing that according to the application scenario and finger sliding speed, the intelligent drive screen is refreshed 1 to 120 times per second. The reporter learned that there are only two large-screen mobile phones that currently support this function, one is the iPhone13 Pro Max, and the other is the Xiaomi Mi 12 Pro.
In addition, the camera of Xiaomi Mi 12 Pro adopts three 50 million pixel three main camera design, wide-angle main camera "world premiere" Sony's latest generation of top camera IMX707, the sensitivity is greatly improved, with Xiaomi's self-developed Night Owl 2.0 Night Scene algorithm, to achieve a full-focal section super night scene regardless of distance. In order to solve the common pain points such as slow camera shutter response and blurry capture of mobile phone cameras, the Xiaomi imaging team spent two years rewriting the image architecture, bringing the "Xiaomi imaging brain", realizing the acceleration of full-scene photography, fast start, fast shooting, fast continuous shooting, and fast night scene, which can be said to be the fastest and most stable Xiaomi mobile phone to take pictures so far.
The small size of the high-end flagship broke 15 records
According to statistics, nearly 75-80% of the sales of the iPhone come from the small size of the standard version and pro, but in the Android camp has been the lack of a competitive small size full of blood high-end flagship to compete with the iPhone. Because it is extremely difficult to achieve an all-round, short-board high-end flagship experience in the thin and light fuselage
"The launch of the Xiaomi Mi 12 has completely changed this situation." Lei Jun said. It is reported that the Xiaomi Mi 12 configuration and The Xiaomi Mi 12 Pro is the same as the top Snapdragon 8 flagship platform, the "Xiaomi Image Brain" full-scene photo speedup, the self-developed "CyberFocus Everything Focus", the Night Owl 2.0 Night Scene, the 32MP selfie camera and the pixel-level skin renewal technology. The world's first exclusive customized 12-bit color depth AMOLED 3D micro-curved flexible screen, 120Hz refresh rate truly achieves flagship smooth experience, front and rear dual light sense support up to 16000 levels of automatic brightness, is the world's first small size DisplayMate A+ rating screen, also broke 15 records.
Small size doesn't equal small screen, the Xiaomi Mi 12 6.28-inch screen size has an 8% larger viewing area than the iPhone 13, and this custom screen is protected with the rugged Corning Gorilla Glass Victus. The small size of the fuselage also does not limit the full blood high-end experience of Xiaomi Mi 12, which stems from the investment and key technological breakthroughs behind it regardless of cost. It is reported that Xiaomi 12 has Xiaomi's smallest 5G motherboard, high-integration sandwich structure devices 10% more, an area of 17% smaller, a cost increase of 25%; a thickness of 0.3mm, an area of 2600mm2 Xiaomi's thinnest VC heat dissipation cost increased by 22%; the cost of a new generation of lithium cobalt oxide batteries increased by 14%. It is precisely because of these breakthroughs that the Xiaomi Mi 12 has achieved the industry's largest 4500mAh large battery in the same size, and flagship configurations such as 67W wired + 50W wireless + 10W wireless reverse charging combination, symmetrical HARMAN Kardon dual speakers and so on are readily available.
Challenge the first to become the first, Xiaomi 12 series for the first time targeted layout of a large, a small double flagship, is a clear flag against the iPhone. Some analysts believe that after three generations of exploration, the xiaomi 12 series of high-end experience has begun to become calm, from performance as the main track to show muscle, to through technological innovation, in performance, screen, AI computing photography, fast charging, design, system security and other core track experience full high-end, xiaomi high-end mobile phone "fast, more stable" strategy is also more mature.
Author: Xu Jinghui
Editor: Zhang Yi
Editor-in-Charge: Rong Bing
*Wenhui exclusive manuscript, please indicate the source when reprinting.