Just released the new Xiaomi 12 series, which has just been released, Lei Jun positioned this product as a direct benchmark for Apple's iPhone 13 series products. Lei Jun clearly stated at the press conference: "In terms of products and experiences, (Xiaomi) should clearly and formally propose to benchmark Apple and learn from Apple!" It is also necessary to surpass Apple step by step in the coming period. ”
Ordinary people may think that this is just a propaganda strategy for Xiaomi's main market, in fact, in my personal opinion, the truth behind this phenomenon is not so simple as it seems - Xiaomi has actually switched the battlefield, and has ignored all Android friends in the field of mobile phones, and now targets the only leading boss - Apple.
First of all, from the specific product level, the Xiaomi Mi 12 series is not simply the benchmark apple iPhone 13 series, but under the surface phenomenon of the benchmark, all-round learning of Apple's machine concept, and transformed into their own knowledge, and then with a variety of strengths "blue out of blue and better than blue".
For example, the "small screen flagship" positioning of Xiaomi Mi 12 is not that Android mobile phone manufacturers cannot imagine, but does not have the strength to fully retain the configuration and experience of high-end flagships under small size, because this requires technology research and development as the premise, with smart product internal device stacking capabilities and design capabilities.
Why does Apple's iPhone 13 have such a large sales volume, and why can it account for 75-80% of sales in the sales of the iPhone series? To put it simply, on the basis of the top flagship experience, it really gets the pain points of small screen users.
Xiaomi Mi 12 also targets this part of the user, directly from Apple's tiger mouth. However, the advantage of Xiaomi 12 series new products is that while having a larger screen and a smaller fuselage, it is also full of Xiaomi's latest high-end technologies, whether it is hard technologies such as performance tuning, imaging, endurance, or soft power such as privacy protection and system optimization, new breakthroughs have been made in all aspects. It has become a fact that PK alone has become a number of Android competitors, although it can not be considered that Apple can be PK, but it also gives Lei Jun the courage and confidence to challenge Apple's iPhone 13 series. Liu Xingliang, president of dcci internet research institute, said that the xiaomi 12 series can be called the pride of domestic high-end from hardware performance to use experience.
Secondly, from the experience point of view, the advantages and reputation of Apple's iOS are incomparable to the entire Android system. The MIUI13 randomly equipped with the Xiaomi 12 series has once again reached a peak in the smoothness experience and ecological connection.
For example, its system fluency and stability have been evaluated by Thiel Laboratories and obtained five-level anti-aging certification; it ranks first and second in master Lu's latest new machine fluency rankings. Even the most impressive Apple family bucket seamless switching experience in iOS has a similar "Xiaomi Mi Magic Center" in MIUI13. In addition, the positioning of MIUI is now not only a mobile phone system, but also has begun to connect everything - smart wearable devices, tablets, TVs, etc., have been fully opened.
Finally, from the perspective of industry influence and ecological chain synergy, Xiaomi is also thinking a long way ahead, not only pursuing its own long-term healthy development, but also driving the supply side of the domestic industrial chain to carry out comprehensive reform.
For example, in terms of building its core competitiveness, Xiaomi has determined the "technology-oriented" development strategy. The year before, when establishing its own five-year development plan, the budgeted R& D investment was 50 billion yuan, and just after two years, the Xiaomi 12 series conference was directly increased to 100 billion yuan. At the same time, based on Xiaomi's accumulation in technology research and development in recent years, the technical achievements have formed obvious differentiated competitiveness in the market after feeding back products. For example, the landing and use of the surging P1 chip and the surging C1 chip, the human vision tracking technology used on the Xiaomi CyberDog is decentralized to the "CyberFocus Everything Focusing" technology on the Xiaomi 12 series mobile phones, etc., all of which have made everyone see the rapid changes in the core competitiveness of the products of xiaomi.
In the middle of last year, Lei Jun announced Xiaomi's next new goal: three years, to win the world's first. In order to win the "world's first", Xiaomi has also been laying out and reforming the upstream and downstream of the industrial chain.
According to public information, as of now, Xiaomi has invested in more than 360 companies and set up a special industrial investment team, and has invested in about 100 innovative technology companies through the industry fund, involving communication technology, analog semiconductors, touch displays, sensors, integrated electronics, batteries, industrial automation, precision manufacturing and materials and other upstream industrial chain fields.
From the specific cooperation situation to a simple example: the screen used on the Xiaomi 12 mobile phone is jointly developed by Xiaomi and Huaxing Optoelectronics, and its comprehensive display quality has obtained the highest rating certification of DisplayMate A+, ranking among the top screens in the world, breaking the previous high-end mobile phone screen monopoly by Samsung, and making the domestic supply chain have a strong core competitiveness in the global market. For example, xiaomi through the establishment of a joint research and development center with Lens Technology, the new materials, new processes, advanced manufacturing technology and other new materials, new processes, advanced manufacturing technologies of Yizhuang Intelligent Factory are exported to Lens Technology, helping it to build the world's leading consumer electronics intelligent factory, and the structural parts and assembly main force of Xiaomi Mi 12 are handed over to Lens to complete.
Therefore, while Xiaomi's own progress, it has also led to the healthy and orderly and rapid development of the entire domestic supply chain, and has more right to speak in the global competitive market, and will no longer be easily stuck in the neck by others. From "Made in China" to "Created in China", this is the core significance of Xiaomi's layout of the industrial chain.
As the world's third largest smartphone company and leading IoT platform, Xiaomi has the strength to call Apple, now it depends on the specific competition, who plays better and plays bigger.