The soft underbelly of Xiaomi phones

Xiaomi mobile phone is not a brand that is aspired to.

You may already know the matter, Lei Jun announced, "Xiaomi high-end mobile phones officially began to benchmark Apple." ”

At the Xiaomi Mi 12 conference, Apple's name appeared at an unprecedented high frequency, and Lei Jun compared the Xiaomi Mi 12 series with the iPhone 13 and iPhone 13 Pro Max from the aspects of processor, camera, feel, weight, size, etc.

In the end, the conclusion was: this is not better than not knowing, a comparison will feel that the strength of domestic mobile phones is stronger than imagined.

Is this really the case?

Yes and no.

Leaving aside the system and ecology (no comparison), in terms of hardware and functions, Xiaomi's high-end machine may be able to fight with Apple, but there is one thing, Lei Jun chose to avoid the heavy and light: the brand.

I have always felt that the biggest problem with Xiaomi mobile phones is that it is not a brand that is aspired to.

The so-called yearning refers to people's expectations for their own replacement in the next 1-3 years.

In the inherent impression of many people, Xiaomi's configuration is great, beautiful, and highly priced, all of which are filled with a smell of urban-rural combination group rental dormitories.

What does that smell like? It is the smell of Hongxing Erke's shoes, the smell of soup left over from instant noodles, the smell of blue cheap plastic slippers, and the smell of young people's compromise with life.

Nobody likes the taste.

Just like the young people who rent a group will leave there as soon as they have the ability, if you investigate the mobile phone brands and models that young people in first- and second-tier cities want to have after 1-3 years, there is a high probability that Apple is first, Huawei is second, and Xiaomi is the first I don't know.

Well, people have a yearning for a better life. Even the group that people call "di si" (I certainly don't like that word) has a brand to aspire to. Apple is, Huawei is, Xiaomi is not.

In addition to faithful rice noodles, people will use millet, but do not love millet.

In addition to the faithful rice noodles, Xiaomi is nothing more than a transitional, current "first make-up" brand. Female users do not yearn, the emerging middle class does not yearn, literary and artistic youth do not yearn, and business elites do not yearn.

This is because, Xiaomi phones have almost no added value. Buying Apple is "social currency", buying Huawei is "patriotic", what is buying millet? It can only mean that "I can't afford Apple at the moment, but this phone is not bad."

At the end of the day, Xiaomi is just a phone, which is the biggest problem for it to "benchmark Apple".

Xiaomi also tried to change, but as Weibo Big V Ii always said: "Xiaomi's biggest hidden worry is that it is immersed in the Disi user group and is very distressed, and wants to pull out, but it is pulled back again and again, and it sees that it is getting smaller and smaller." Because the definition of di si will change, the crowd will grow, the demand will escalate, the so-called iron positioning of the flowing water di si, but in this way, xiaomi can still intercept those new di si, it is very problematic. Imagine a Xiaomi low-end machine user who earns money to buy Huawei. The users it has worked so hard to cultivate are actually for Huawei as a preparatory student, angry? ”

Of course gas.

At the brand level, the distance between Xiaomi and Apple is just like the distance between Hongxing Erke and Nike.

At the brand level, if Xiaomi does not want to "surrender" to Apple, it is probably only able to sacrifice "domestic products as self-reliance". In fact, this is what Xiaomi is currently doing, let's see what happens in the future.

Finally, good luck to Xiaomi. Wish Xiaomi 12 a big sale.