On the evening of December 28, Xiaomi 12 was officially released in Beijing.
This is the first Xiaomi mobile phone after Xiaomi founder Lei Jun officially announced to benchmark apple and learn from apple. It is also the first time that Xiaomi’s most valued Xiaomi digital series adopts the “size double flagship” configuration of the “international manufacturer” standard. As of 5 p.m. on December 28, the number of e-commerce platform Xiaomi 12 series appointments had exceeded 1.11 million. Xiaomi 12 with the slogan of “faster and more stable” was indeed a blockbuster.
benchmarking apple is Xiaomi’s destiny
According to the financial report, in the second quarter of 2021, Apple’s revenue in China was 96.1 billion, an increase of 58%; From the perspective of the whole industry, Apple has made more than 90% of the profits; From the perspective of technology trend, Apple has always been a leading and mature representative. In the face of such a strong opponent, HTC and Samsung lost successively. However, some mobile phone brands had to lose their voice temporarily because of “external forces”.
Since its establishment in 2010, Xiaomi’s stable and smooth MIUI has been loved by many enthusiasts. It has not only created a grand occasion for third-party mobile phone users to strive for MIUI adaptation, but also led the trend of customized UI for domestic mobile phone brands at the industry level.
Then, based on MIUI, Xiaomi built its first smartphone – Xiaomi 1.1999. It made friends and configured a trend flagship of 4000 yuan. The experience was even better. Under the offensive of Xiaomi and Samsung, Motorola and HTC have created opportunities for the first wave of domestic brands rising in the Android era. Therefore, “Xiaomi, Lenovo, ZTE and Huawei” have become the protagonists in the mobile phone market.
Xiaomi, which is firmly in the mainstream, launched red rice under the call of huge market demand, and swept the “white card machine” and “Shanzhai machine” into the garbage heap of history. It also completely cut off the future of domestic brands and invested in the smartphone camp one after another. Xiaomi, Hongmi, MICAO and xiaomi.com have taken advantage of the tide of 4G popularization promoted by operators. Xiaomi brand has brought the east wind of mobile Internet with advanced creativity together with Tencent, Alibaba and JD.
In 2020, Xiaomi released Xiaomi 10 and officially entered the high-end market. In the second quarter of 2021, Xiaomi surpassed apple to become the second largest brand in the world for the first time. In December 2021, Xiaomi was pushed to the front line against Apple by history and mission, and used the newly released Xiaomi 12 series against Apple’s global iPhone 13 series.
From MIUI to Xiaomi 12, Xiaomi finally stood in front of apple. At this time, he had grown from a toddler to a teenager running like the wind.
growth depends on investment, success depends on rice noodles
At the Xiaomi 12 press conference, Lei Jun announced that he would add weight again on the basis of an investment of 50 billion in five years: “in the next five years, the R & D investment will be increased to 100 billion, stick to hard core technology and live up to the expectations of rice noodles!” This is the first hand input card played by Xiaomi after it proposed to become the first in the world in three years, one time is 100 billion.
When analyzing the global market, industry insiders said that apple, Samsung and Huawei are driving hand in hand: Apple has its own IOS and chip design capabilities, Samsung has a comprehensive own supply chain and technical reserves, and Huawei is leading in chip design and image. When Xiaomi adds 100 billion investment, what chance does it have to beat apple? On the Xiaomi 12 series just released, maybe we can find the answer.
The high input in real terms is in exchange for the high efficiency and high output of self-developed technology. The third generation of high-end Xiaomi 12 series has become the hard core work of Xiaomi’s comprehensive breakthrough in self-developed technology. When benchmarking the iPhone 13, its strength is not inferior, or even partially surpasses, which can be called the proud work of domestic high-end at the beginning of 2022.
In terms of charging and endurance capacity, Xiaomi 12 Pro launched its self-developed “surging P1” charging management chip, filling the technical gap of 120W single cell in the industry, breaking through the technical barrier that large battery and fast charging above 100W can not be taken into account, and the endurance capacity of battery with the same capacity is increased by 1 hour.
Xiaomi 12 series takes the lead in realizing the focusing of everything in mobile photography in the industry, which is a revolutionary upgrade of mobile AI focusing technology. Through the self-developed cyberfocus all things focusing image technology, Xiaomi transplanted the bionic Siasun Robot&Automation Co.Ltd(300024) cyberdog human visual tracking technology to the smartphone. As long as you double-click the screen, you can lock all things and focus in real time.
Efficiency has always been a magic weapon for Xiaomi to defeat the enemy. In terms of technology research and development, Xiaomi has explored the potential of every penny under the restriction of 5% comprehensive hardware profit, so that this 11-year-old brand has the strength to compete with the industry leaders.
At the beginning of the press conference, Lei Jun, founder of Xiaomi, said: “For Xiaomi, it has been a year of ups and downs. There has been a lot of progress, but there have been more twists and turns. We are very grateful for the enthusiastic rice noodles’ many suggestions. We are very painful for individuals who do not understand rice noodles and for the overwhelming criticism. I comfort my colleagues: the bigger the dream is, the greater the pain is, and people grow up in pain. Thanks to these pains and hardships, we are still growing tenaciously. ”
These rice noodles that urge Xiaomi, criticize Xiaomi and help Xiaomi are the source of power for Xiaomi’s high efficiency. On Xiaomi 12 series, Xiaomi responded to the high-end and experience problems raised by rice noodles.
The Xiaomi 12 of the benchmarking iPhone 13 is stuffed with an imx766 main camera, a snapdragon 8gen1 top SOC and a domestic 6.28-inch displaymatea + screen in a body only 69.9 mm wide and 180g heavy. According to the official data of Xiaomi, the processing accuracy of Xiaomi 12 is very high, and the gap between the screen, battery cover, Cato, volume key and the middle frame is controlled within 0.05 mm. This is the “handicraft of the big industrial era” dedicated by Xiaomi intelligent production line for rice noodles.
In terms of design, Xiaomi 12 series is more introverted and emphasizes order. Its rigorous style complements the new MIUI font misans, showing the top understanding of domestic brands on technology, design and aesthetics. Miui13 released before Xiaomi’s 12 series not only returns to the smooth and stable track, but also integrates Xiaomi’s tablet computer, speaker with screen, watch and enterprise TV to become Xiaomi’s “mobile phone” in the next decade × Aiot provides support.
intelligent manufacturing and local supply chain will be the winner
Xiaomi pays more attention to the cultivation of domestic supply chain than apple, which withdrew from China at take-off speed and actively produced a new generation of iPhone in India. Xiaomi, which has always invested in genes, has invested in more than 360 companies, set up a special industrial investment team, invested about 100 innovative technology enterprises through the industrial fund, and invested in the construction of upstream industrial chains such as communication technology, analog semiconductors, touch display, sensors, integrated electronics, batteries, industrial automation, precision manufacturing and materials, Provide a series of support for their innovative R & D, such as funds, talents, supply chain resources, commercialization and market-oriented counseling. On the Xiaomi 12 series released this time, there are nearly 60 domestic supply chain partners.
At the other end of the smart phone industry, Xiaomi also has a Yizhuang smart factory with a capacity of one million units, and began to build a Changping smart factory with an annual output of ten million units this year. This is the killer mace for Xiaomi to master core technology patents and the core competitiveness of the future electronic industry.
Apple mobile phone is still the leader in the Chinese market. Xiaomi has set foot on the battle ground with apple.
The war drum is rumbling and the cold wind is cold. I hope Xiaomi has the courage to “be brave enough to chase the poor aggressors” and the calm of “she smiles in the bushes when Shanhua is romantic”. This is the spirit of Chinese brands to win in their destiny.
(Securities Times)
