Since announcing its entry into the high-end mobile phone market, Xiaomi has been "constantly moving", trying to make mobile phones more high-end through various ways. On the Xiaomi Mi 12S series, which was just released, Xiaomi chose to co-brand with Leica. After the release of the new machine, Xiaomi can be said to be full of publicity, jointly with Xinhua Net, China Communications Image Association held the "2022 China Image Dictionary" activity, many digital bloggers and even stars have participated in this activity, and have shared their own shooting samples last week, quite a bit of screen brushing posture.
Xiaomi Mi 12S Ultra
For xiaomi's publicity method, Li Nan, former president of Charm Blue, is not used to it. On July 24, Li Nan posted on Weibo and sighed: Xiaomi's wave of camera phone screen brushing is finally over, and things seem to be good. But to be honest, Huawei's chewed red gum (Leica's logo is red), picking it up and pasting it on itself, is not brand awareness and original spirit.
Screenshot of Li Nan's Weibo
Li Nan said, "Indeed, the joint name between Huawei and Leica has been so successful that it leaves a cheap brand equity to pick up." Their own joint names are so 'cost-effective', users can certainly only be 'cost-effective' So many awesome image brands can be co-branded, Xiaomi really does not need to follow behind Huawei's ass to copy. ”
Netizen comments
As soon as Li Nan's words came out, it caused a fierce discussion among netizens. Shortly thereafter, Li Nan posted on Weibo again, saying, "Don't tear it up." In fact, Xiaomi thanks Huawei for its contribution to popularizing the red label among the mass user groups, and at the same time, it also thanks Huawei for its contribution and accumulation in the process of Leica's century-old brand returning to the tide of digital imaging, which is quite advanced. Stay True, while being grateful, can sometimes solve many of the most fundamental branding and PR problems. ”
Screenshot of Li Nan's Weibo
On the morning of July 25, Li Nan posted on Weibo again: There were many angry personal attacks when he woke up. Sure enough, lies can only make people afraid, and only truths can make people angry.
Screenshot of Lei Jun's previous video
In fact, before the release of the Xiaomi 12S series, Lei Jun, founder, chairman and CEO of Xiaomi, had revealed that this cooperation was the millet that Leica was looking for, "Xiaomi is still quite famous in Germany, thank them for their recognition of Xiaomi." In addition, Lei Jun also expressed his concern that Leica is not the first time to cooperate with mobile phone manufacturers, because he believes that the cooperation between Xiaomi and Leica can take mobile imaging to a new height.