I. Preface
On the track of the mobile phone industry, Meizu and Xiaomi can be described as "narrow roads". From the "one-yuan dispute" of product pricing to the business game in the era of mobile Internet, the love-hate relationship between the two companies can be described as a wonderful "rival show". At a time when Xiaomi is actively laying out the automobile industry, Meizu, which has always been radical, has also taken the first step in building a car, and once again argued with Xiaomi, continuing the "rivalry" feud between the two companies. Undoubtedly, this new contest will set off greater waves in the automobile industry.
2. Meizu Automobile MX was launched
In November 2022, after being officially acquired by mobile phone giant Geely, Meizu announced that it would launch its first automotive product, Meizu MX. This model adopts Meizu's self-developed Flyme Auto in-vehicle system, which will continue its human-computer interaction concept and advantages in the field of mobile phones.
It is not difficult to imagine that with years of precipitation in the field of mobile phone system and UI design, Meizu Flyme Auto will surely bring users a new in-car experience. The highly intelligent and user-friendly operation interaction may become a major selling point of this new car.
In addition, Meizu MX will also form a linkage with mobile phone products. All users who buy Meizu 21 mobile phones can directly enjoy the corresponding car purchase discounts, which is a thank you gift from Meizu to old users. According to the analysis of industry insiders, this approach has not only attracted the favor of a large number of old users, but also established a new brand image of smart travel for Meizu.
Third, the new model is launched, what is the strength?
As a debut model, Meizu MX has attracted a lot of attention and expectations in the industry. After all, Meizu had no background in car companies before, and suddenly announced the launch of a new model, which made the outside world question its strength.
However, one thing is certain, relying on the support of Geely's "big tree", Meizu will take advantage of it in terms of technology and manufacturing.
Specifically, the Meizu MX will be built based on Geely's SEA architecture and Industry 4.0 intelligent manufacturing system. As a leading enterprise in China's new energy vehicles, Geely has accumulated profound capabilities and advantages in vehicle manufacturing and integration technology. With such a strong "backer", Meizu wants to make great progress in making cars, and it is naturally a matter of course.
More importantly, Meizu will rely on its deep cultivation and accumulation in the field of in-vehicle intelligent systems to implant a better intelligent experience in its new cars. Although the automotive industry is a new track for Meizu, it is equipped with the self-developed Flyme Auto system, which means that Meizu will take the lead in both software and hardware.
It is not difficult to see that the Meizu MX will be a highly integrated smart model. Judging from the information released so far, it will show a completely different design concept from traditional car companies in terms of intelligent system and user experience.
Fourth, the industry reshuffle is imminent, and Xiaomi has added new opponents
Obviously, with the addition of Meizu, the competitive landscape of the automotive industry will undergo new changes. Xiaomi, the "enemy" in the mobile phone industry in the past, has once again fallen into a new confrontation with Meizu.
Historically, there have been clear divergences between the two companies on their business strategies and development paths. Xiaomi focuses on the idea of "cost performance" and aims at the mass market; Meizu, on the other hand, attaches more importance to product experience and personalization, and focuses on mid-to-high-end users. This difference in thinking will also continue to their respective automotive products.
It is foreseeable that in the upcoming "car body", Xiaomi and Meizu are likely to tear open their scars again and "hurt each other". Both sides will uphold their own fist and foot concepts, and you will come and go in terms of product definition, user positioning, marketing strategy, etc. What kind of experience and choice will it bring to car consumers will also be a highlight of witnessing the "rivalry".
However, one thing is certain, with the addition of mobile phone giants such as Xiaomi and Meizu, the automotive industry will inevitably set off a wider range of reshuffles and changes. This transformation will be carried out in an all-round way from the level of intelligence and electrification. As latecomers, both Xiaomi and Meizu will inject more innovative elements to bring consumers a different travel experience.
Therefore, whether it is automobile manufacturing, software and hardware integration, intelligent system building, or electrification transformation and business model transformation, the industry will usher in deep disruptive changes. As the main force in it, Xiaomi and Meizu can be said to be in opposition to inevitable.
Fifth, the confrontation between the two males, what are the market prospects?
Analysts believe that although Xiaomi and Meizu are latecomers, they undoubtedly have advantages that are difficult for other car companies to achieve in terms of on-board operating systems and software and hardware integration. After entering the game this time, how the two rivals will use their resources and experience advantages to develop differentiated marketing and intelligent experience will be a major highlight in the future.
A closer look at the strategic deployment of the two companies shows that they have their own emphasis. Xiaomi Auto pays more attention to concentrating resources on the development of smart electric vehicles themselves; Meizu, on the other hand, attaches more importance to the development of in-vehicle systems and the improvement of product experience. But at the end of the day, both companies are trying to build a new industry chain that integrates smartphones, mobile terminals, and driving mobility.
Judging from the current situation, the market strategy of the two companies has gradually become clear. Xiaomi has obvious advantages in capacity expansion and cost control, focusing on the mass market; Meizu focuses more on the intelligent integration of software and hardware, and strives to bring users the ultimate experience.
It is not difficult to see that Xiaomi and Meizu will set off a bloody storm in the field of smart electric vehicles. The competition between the two companies at the level of market space, user groups, product concepts, etc., will surely usher in a big melee between you and me, and the tip of the needle. This will undoubtedly bring unprecedented dynamism to the entire industry, and consumers will benefit a lot.
6. Summary and outlook
In general, the launch of Meizu's first car, the MX, marks the resumption of its "rivalry" drama with Xiaomi. Although Meizu has just started, it relies on Geely's manufacturing strength and its own long-term accumulation of human-computer interaction concepts, and its intelligent and differentiated experience