On December 28, Xiaomi Group released the annual high-end flagships Xiaomi Mi 12, Xiaomi Mi 12 Pro, and a sub-flagship Xiaomi Mi 12X in The Xiaomi Science park.
Lei Jun announced at the press conference that Xiaomi's high-end mobile phones began to benchmark Apple, "learning from Apple" in terms of product quality and specifications, and hard-core technological innovation supported the domestic high-end and challenged the iPhone.
After announcing the new goal of "winning the world's first in three years" in August this year, xiaomi's first large and small two high-end flagships were issued at the same time, comprehensively benchmarking Apple, and continuing to launch an impact on the global high-end market, the annual flagship Xiaomi 12 will set up a large and a small conventional version and a Pro version of the two models, so as to meet the needs of different users.
After three generations of polishing, Xiaomi's high-end has finally ushered in a top work.
What are the places worth paying attention to in this product launch? I'll light up three points:
A little left: the domestic mobile phone broke the game, and the Xiaomi Mi 12 challenged the iPhone
In 2021, Xiaomi ranked first in market share in 11 markets around the world, and at one point surpassed Apple in Q2 this year to rank second in the world. Lei Jun announced at the Xiaomi 12 series 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 in the past 11 years of entrepreneurship, highlighting its determination to innovate.
The third generation of high-end flagship Xiaomi 12 series for the first time to achieve the top flagship to achieve the same as the Samsung S21, Apple iPhone 13 series planned the "double size double high-end" specifications. Xiaomi Mi 12 Pro positioned "top flagship of the year", the sword refers to Apple iPhone 13 Pro Max, Xiaomi Mi 12 positioning "small size high-end flagship", directly hit Apple's "soft ribs" iPhone 13.
Don't underestimate the screen this time, this big one small two top good screen, both won the global screen authority DisplayMate's highest rating A+ certification, breaking 15 screen records, has exceeded the iPhone 13 Pro Max's 12 records.
In the image effect that everyone pays attention to, Xiaomi has established its dominant position in the mobile phone imaging track through the previous two generations of high-end, this time the Xiaomi 12 and 12 Pro also joined the self-developed "CyberFocus Everything Focus" for the first time, the user can lock everything as long as they double-click the screen, whether the tracked object is turned, bent over, bowed or briefly left the screen, the lens can always track in real time, continuous lock. Can't wait to try it?
A point on the right: The Internet of Everything to create the safest flagship
With the advent of 5G, we have entered the era of Internet of Everything, increasing convenience, and the risk of information leakage is also expanding, and the demand for mobile phone security is getting stronger and stronger.
MIUI, like iOS, has always been the leading mobile operating system in the whole industry, and the Xiaomi Mi 12 series is equipped with the latest MIUI 13 system. In the past six months, MIUI and Thiel Lab have jointly built a fluency evaluation model, and Master Lu's Android fluency transverse test: Xiaomi is all first.
The most significant improvement of MIUI this time is the protection of three major system layers: "Telecom Anti-Fraud", "Privacy Shooting" and "Document Privacy Watermark".
This is the only mobile phone industry can be from the mobile phone system layer for full-link telecom anti-fraud protection of mobile phones, Xiaomi has built a wire fraud characteristics data platform, covering common telecom fraud scenarios, once the risk characteristics are identified, you can timely warn to protect privacy and property security; "privacy shooting" can protect the user in the face recognition authentication, the system automatically obscures the screen outside the head, to ensure that other parts of the body and the surrounding environment of the privacy information will not be leaked; "document privacy watermark" can be taken when shooting sensitive documents such as ID cards , automatically add watermarks to avoid many risks caused by the leakage of document information.
At the same time, MIUI 13 has achieved a key breakthrough in the direction of the Internet of Everything, the newly launched "Global Vision" makes it more convenient for xiaomi mobile phones, tablets, TVs, watches and AIoT smart home devices to interconnect multiple devices, click on the Xiaomi MioXiang Center, you can let the content flow naturally across devices. You only need to drag the content you want to flow to the device you want to flow to, the content will easily flow past, want to transfer the current application to other devices to use, directly push the application and drag it to the Xiaomi Mi Miaoxiang Center, select the device you want to circulate, you can. You can also use stickers to differentiate and decorate your device, making it easier to find the one you need in your device.
For example, the music MV that the user is playing, drag and drop to the smart speaker icon in the global vision, you can play the speaker, and then drag to the TV icon, you can play it on the TV, almost no learning cost.
"The design philosophy of MIUI13 interconnection is to create the simplest and most intuitive connected experience."
Next point: impact the world's first, driving the domestic supply chain Baijiaxing
Looking around the global mobile phone market pattern in 2021, Apple occupies the highest in history in China, while domestic mobile phones represented by Xiaomi, vivo and OPPO are more popular in the global market, and together they have won 34% of the global market share.
At the same time, Apple kicked 34 Chinese suppliers out of the supply chain, and OFILM, which once had the world's largest shipment of camera modules, has evaporated from the high point of more than 50 billion yuan since being kicked out of the supply chain by Apple. In 2019, it was revealed that Apple plans to transfer 15% to 30% of hardware production outside of China, and at present, 8 production lines have been transferred to India.
The crisis has always existed, the development direction of domestic mobile phones determines the strength of the domestic supply chain, and the domestic mobile phone is strong, in order to drive the domestic supply chain Baijiaxing.
Fortunately, there are three domestic brands in the top five in terms of global sales, of which Xiaomi ranks first in the global market share.
According to statistics, Xiaomi has invested in more than 360 companies and set up a special industrial investment team, including communication technology, analog semiconductors, touch displays, sensors, integrated electronics, cameras and camera components, batteries, storage, industrial automation, precision manufacturing and materials and other upstream industrial chain investment and construction.
Xiaomi self-research has also been a place of great concern to the market, Xiaomi's annual R & D investment compound growth rate has now exceeded 30%, in the full screen, wired / wireless fast charging, high pixel photography, AI computing photography, under-screen camera, AI artificial intelligence voice, system security and other fields are in the domestic leading position, this year launched the surging C1 image chip and surging P1 charging chip two self-research core, four years to develop three cores, this innovation and perseverance to drive the operation of the domestic supply chain, Three generations of high-end is definitely Xiaomi's top work.
At the same time, the xiaomi black light factory with independent self-research and total construction area of 18,600 square meters has also risen from the ground, realizing 24-hour automated unmanned production from the whole plant production management, mechanical processing to packaging, storage and transportation process, opening up the era of intelligent and unmanned intelligent manufacturing of xiaomi factories.
The goal of winning the world's first place highlights Xiaomi's determination and fighting spirit; in the high-end market, challenging the iPhone represents the strength and confidence of Xiaomi, it can be said that Xiaomi is strong, and it drives the domestic supply chain Baijiaxing. The release of the annual high-end flagship Xiaomi 12 series has brought about a new breakthrough innovation that affects the technology trend of the industry. "Let everyone in the world enjoy the good life brought by science and technology", this orange, has not forgotten the original intention, is running forward.