On the eve of the release of Xiaomi 12, Xiaomi once again appeared on Weibo hot search, because Lei Jun proposed that Xiaomi 12 officially benchmarked Apple. Lei Jun is one of the few big guys in the technology circle who is still active on Weibo.
It's been a full decade since the last time there was controversy over remarks involving Apple and the iPhone.
In August 2011, Xiaomi's first mobile phone was released, Entrepreneur magazine made a cover report, Lei Xiaoyu lasted 20 days, interviewed 11 people, sprinkled 15,000 words, a sentence about Jobs's words, was pulled out, causing a lot of controversy, many people to Lei Jun and Xiaomi, sneering.
When the people who started a business together gradually faded out, Xiaomi became the world's top 500 from an obscure small company, and the Xiaomi mobile phone was also updated from Xiaomi 1 iteration to Xiaomi 12, ten years have passed, many things have changed, of course, there are no changes, Lei Jun is still sticking to the Xiaomi position, still energetic and ambitious.
The 2021 year of the Internet is indeed a "great change", and the performance of Xiaomi Company is remarkable, with shortcomings and achievements. Lei Jun's summary of Xiaomi is that it inherits the past, ups and downs, and waves. Xiaomi announced the construction of cars, opening a new journey in the new decade. This should be Xiaomi's most important news this year. As always, there are iterations of Xiaomi and Redmi mobile phones, as well as updates such as e-commerce and IOT.
A small thing that became a footnote to a series of changes in Xiaomi. Xiaomi's flagship phone, starting with Xiaomi 11, was selected to be released in December. Xiaomi's flagship machine, initially selected in August, and then in February, from last year, chose to be at the end of the year to greet the new.
The Xiaomi Mi 12 and Xiaomi Mi 12 PRO released on December 28 are indeed somewhat different from the past, Lei Jun told everyone very frankly, "This time Xiaomi 12 officially proposed to benchmark Apple", Xiaomi Mi 12 and iPhone 13 benchmark, Xiaomi 12 PRO and iPhone 13 ProMax, dual size, dual flagship, pin tip to Mai Mang.
In addition to benchmarking Apple, Xiaomi has a bigger goal. In August this year, Xiaomi announced a new goal, "three years to win the world's first". This goal is indeed challenging, not out of reach, Xiaomi mobile phone shipments are stable in the third place in the world. In fact, xiaomi's sales in October 2021 also surpassed Samsung and became the world's first. Rice should be eaten bite by bite, Go should be taken step by step, and the Xiaomi 12 series has a decisive significance for the achievement of xiaomi's goal.
Ten years ago, Lei Jun told the media the story that the success of Apple's iPhone inspired Xiaomi's entrepreneurship, such as flagships that are best-selling, such as the trinity of hardware, software and Internet services, and communication with users and fans. Ten years later, the story of The Apple iPhone told by Lei Jun became to learn from Apple and challenge the iPhone.
It can be said that Xiaomi has grown, and Lei Jun has more confidence. For example, Xiaomi's global MIUI users exceeded 500 million, for example, Xiaomi opened more than 8,000 offline Xiaomi homes in 2021, and for example, Xiaomi has more technology accumulation - by the first half of 2021, Xiaomi has authorized 21,000 patents worldwide, of which more than 6,200 patent applications related to 5G standards have been filed.
Lei Jun said he increasingly believes in Xiaomi's iron law that technology is fundamental. Two years ago Xiaomi released a 5-year research and development plan, the next five years of research and development investment of 50 billion, two years have passed, Millet engineer team of more than 16,000 people, Millet has invested a total of 22 billion, Lei Jun feels that 50 billion is not enough, so they raised the plan to 100 billion. This scene may also be ten years ago, many people can not imagine, then Lei Jun's idea may only have one, Xiaomi to live.
If you say that Xiaomi started a business, Lei Jun is holding his breath and proving himself, and now his insistence is more for some kind of glory and responsibility. When Xiaomi 1, Lei Jun and the team also have to rush to various supply chain manufacturers, and the Xiaomi company at this moment is shouldering the task of driving the domestic supply chain to rush upwards. Xiaomi is more like the "Dinghai God Needle" of China's technology industry chain, "impacting the world's first" and "in the high-end market, challenging the iPhone", which is also the mission of the times given to Chinese brands in this era.
For example, the xiaomi mi 12 screen uses the displayMate A+ screen supplied by Huaxing Optoelectronics - which means that the mobile phone high-end screen market is no longer an independent kingdom of Samsung. The battery and charging technology revolution promoted by Xiaomi has made the domestic battery industry walk at the forefront of the global new energy field, and in the field of intelligent manufacturing, Xiaomi has exported the new materials, new processes and advanced manufacturing technologies of Yizhuang Smart Factory to Lansi Technology by establishing a joint research and development center with Lens Technology, helping it to build a world-leading consumer electronics smart factory.
Xiaomi began to get used to it and became the role of "domestic standard-bearer". As Xiaomi mobile phones stand at the high end, the spillover effect of its high-end capabilities is also emerging. The rising "millet supply chain" is driving the growth of domestic supply chain enterprises, and has the confidence to compete with international supply chains such as Samsung and Apple in the high-end market.
Strictly speaking, benchmarking Apple is not a benchmark for Apple by Xiaomi, but a benchmark for the entire supply chain behind Xiaomi. When domestic products are self-reliant, the success of domestic products, in addition to the brand, also needs the rise of the entire ecology behind it.
The national sentiment of Xiaomi and Lei Jun has also contributed to the cooperation between Xiaomi and Su Bingtian. In August this year, in the men's 100m semifinals of the Tokyo Olympic Games, Su Bingtian reached the final with a time of 9.83 seconds, also setting an Asian record. Soon, Su Bingtian became Xiaomi's first brand spokesperson. The cooperation between Xiaomi and Su Bingtian is more of a combination of spirit and temperament, Su Bingtian is considered to be "advanced age" among sprinters, and he has to make extraordinary efforts to improve the performance of the 100-meter track at 00:00.
Single-game matches, to be fast, career to be stable, faster and more stable, is also the theme of the Xiaomi Mi 12 series release. Each generation of mobile phones can become classics, run fast, and ultimately the company runs far and runs steadily.
Su Bingtian let the world see that the sprint track is not a black monopoly, and Xiaomi and other Chinese brands also let the world see that Chinese brands are no longer followers of the same trend, they have embarked on a path of high-end innovation of their own. Chinese manufacturing is no longer synonymous with cheap and low-end, but it is a "big country craftsman" with high quality and efficiency.
This time, the Xiaomi 12 series is equipped with a self-developed charging chip surging P1, and Lei Jun modestly calls it another self-developed "small chip" of Xiaomi. Many people may not know that Huawei from K3V1 to Kirin 990, spent ten years, Xiaomi to achieve three chips in 4 years, to achieve in soC, imaging, charging and other chip segments of the system capabilities to build. The chip is just a part of Xiaomi's huge technology system, giving Xiaomi enough patience and time, it will bring more surprises.
Ten years ago, Lei Jun would focus on financing, business model building and market promotion, and now Lei Jun pays more attention to Xiaomi's technology and research and development, as well as the landing of products. Xiaomi's technological innovation has a "three-stage rocket system": technological innovation and leading experience in the core field of mobile phones, including charging, battery, display innovation, imaging fields, and self-developed chips; in the field of "mobile phone × AIoT", it is building a new ecological connection, MIUI13 interconnection, connecting everything, UWB technology reconstructs the connection between devices, smart glasses exploration version reconstructs the connection between people and information, etc.; there is also a "new species" layout, the most cutting-edge technology, Like cyberDog, the world's first mass-produced bionic quadruped robot.
When talking about Apple and the iPhone a decade ago, many people thought that Lei Jun and Xiaomi were trivial jokes. Ten years later, Xiaomi changed from the original "joke" to the world's top 500 companies, and Lei Jun solemnly announced that Xiaomi officially benchmarked to Apple. Even so, some people still sneer at this and sneer at it.
But I hope that Lei Jun and Xiaomi can maintain their original passion and determination, success does not have to be in me, success must have me, Xiaomi and Lei Jun's responsibility and courage, has always been so valuable.