Editor’s note: This article is from the micro-channel public number “Brain polar body” (ID: unity007), Author: Brain polar body, authorized release krypton 36.In 2020, a sudden epidemic disrupted the technological industry. Even the MWC, the largest event in the global communications industry at this time of the year, announced the unprecedented suspension.But none of this seems to have changed one thing: Xiaomi is pursuing the high-end market.On February 13th, Lei Jun released a new generation of flagship Mi 10 in an online form.Facing the starting price of 3,999 yuan, Lei Jun admitted that Xiaomi Mi 10 would launch an attack on the high-end market.However, friends who have a long-term memory of the mobile phone industry must be no strangers to the issue of “high-end Xiaomi”.Over the years, we have seen Xiaomi hit the high-end market many times. From self-developed chips to ceramic bodies, these figures that have gone away in the market are filled with the “high-end” blue waves that Xiaomi loves.Even in the recent period, when we searched for the keywords “Xiaomi” and “High-end” together, we found that when Xiaomi cc9 and Xiaomi Mix 4 were launched, they used the high-end market as a selling point.And Xiaomi Mi 10 has become the “first high-end”.Why did Xiaomi repeatedly sound the starting gun to the high-end market, and repeatedly retreated to the starting line and re-shot?After the gunshot this time, can Xiaomi Mi 10 fulfill the dream of this idea as expected?Of course, this topic will ultimately be proved to the industry by the sales of Xiaomi 10. However, at this node, we seem to be able to look at the problems of Xiaomi 10’s core and Xiaomi’s high-end strategy from the perspective of industrial logic.The key to this question is how to accept a new product, which has become more mature and closed in the high-end mobile phone market?Drum-type innovation: The market logic of high-end mobile phones wants to analyze the high-end issue of Xiaomi, and must return to a background starting point, what exactly is the high-end mobile phone market today.What kind of rules are used in the market that has been labeled as “business”, “local tyrant”, “selling kidney”?According to the “TOP5 Ranking of the Global High-end Mobile Phone Market in the Third Quarter of 2019” published by Counterpoint Research, in the third quarter of 2019, Apple accounted for 52% of the global high-end mobile phone market above $ 400, while Samsung ranked second and third.The market shares of Huawei and Huawei are 25% and 12%, respectively.In other words, the three major brands combined have occupied 90% of the global high-end mobile phone market share, and the flagships of the three giants have basically completed the “closed entrance” in this market segment.And back to the Chinese market, during this period, Huawei and Glory occupied more than 80% of China’s high-end smartphone market share, forming a significant industrial inertia in the high-end market.The question that must be considered in this situation is why Apple, Huawei, and Samsung have completed the global occupation of the high-end market.The most significant reason is that the technological strength of the three major brands allows a large proportion of technological innovations to be completed on flagship machines each year, and continues to bring breakthroughs to the market.Especially under the Huawei and Samsung systems, “flagship is breakthrough” has formed industry inertia.Although the mobile phone market’s supply chain is highly transparent, the self-developed technology system and the relatively upstream supply chain system allow the three major mobile phone manufacturers to still have relatively sufficient product and technology experience and innovation capabilities, thereby building technical barriers in the transparent industry chain, allowingHigh-end products are differentiated and persuasive.This model may be called “drum-type innovation”, that is, through the heavy technological accumulation and the advantages of its own industrial chain, it continues to lead the technological iteration, making the high-end mobile phone market the fastest and most innovative market in the mobile phone market..The most basic mode of communication between this machine manufacturer and high-end users has been reflected in market data.Whether it’s Huawei’s flagship leadership in imaging, AI and 5G, or the breakthrough of Honor’s technology strategy, it has conquered the high-end market with innovation.So Xiaomi, who wants to touch this market again, has become accustomed to this “rolling innovation” market rules?From the perspective of Xiaomi Mi 10 and Xiaomi Mi 10 Pro, it seems that we still cannot equate the black technology that Xiaomi showed on PPT with its mass production products.After the launch of Xiaomi 10, some users and media soon believed that the first half of the conference was the Chinese version of the Snapdragon 865 conference; the second half was a photo exhibition of Samsung ’s 108 million pixel camera.So the question is, where is Xiaomi?Some readers may question, isn’t the Snapdragon 865, 100-megapixel four-shot, Samsung custom AMOLED not fragrant?Incense is of course fragrant. The question is what market stage you want to compare with.The objective law of the mobile phone market is that if high-end supplier accessories are “married” to the low-end market, they will form an excellent selling point.But in the high-end market, each accessory is top-level enough, so the key question of persuading the market is transformed into: apart from the sequence of similar accessories, what is used to persuade buyers?Imagine without this answer that the high-end market would become particularly “cheap”.Another mobile phone maker, also chooses these accessories, and then sets the price one dollar lower. Is this the case?If this path is possible, the global high-end mobile phone market should be lined with princes, not the three countries today, and Huawei and Honor will rely on self-developed technology to quickly complete growth and coverage, which will be the situation of the Chinese mobile phone market in 2019., The only brand that has grown significantly against the trend.The mobile phone market at different prices is like a football game.There is a Premier League star in your school team, and there should be no pressure to kill the Quartet; but if you gather more than a dozen Premier League players to play La Liga, there is no doubt that it is a piece of sand and it is not a climate.To say that Xiaomi’s high-end products rely on “stacking” is not new in China’s mobile phone circle.But if you compare the release time is very close, both belong to this year’s flagship Samsung S20 series and Xiaomi 10 series, you will find that the hardware parameters look very similar, but the technical experience and functional innovation are far apart.Behind this is the difference between engineering capabilities, self-developed technology systems, and the ability to lead supply chain innovation.In other words, the feet of Xiaomi Mi 10 are still the old shoes called “stack”.And relying on the supply chain to stack high-end products is not an initiative completed by Xiaomi in 2020.There have been many attempts on this road in 2015-16, but why did the high-end market return to the hands of top manufacturers and self-developed technologies?If Xiaomi 10 has gone through this old road, then this issue may require more thought.Technical discourse right and model sticking point: If the distance between Xiaomi and the high-end is equal to the amount of the high-end market, then KRETA, 8848 should have been successful.Obviously, Xiaomi does not understand this, so why do we still see such heavy stacking marks on Xiaomi 10 and Xiaomi 10 pro?It may not be that Xiaomi cannot think of it, but that the model of supply chain and product innovation cannot be solved for a while.Xiaomi announced that it has invested 1 billion R & D funds in 2019, which is undoubtedly good for consumers and the entire industry.However, the product model accumulated by Xiaomi for a long time cannot be changed quickly.Xiaomi’s product model is to keep its work to the last step as much as possible, whether it is software or hardware, and then try to reduce the purchase price of the supply chain by purchasing as much as possible.This model established Xiaomi in the initial period of the smart phone and also affected Xiaomi in the Red Sea market.When the market is shrinking and the desire for filling purchases is reduced, it is necessary to rely on the technical system and the supply chain system to break homogeneity. Then Xiaomi must cut it back and grow it again. Long meat is much more painful than cutting meat.Much slower.Therefore, when self-developed technology and control of the hardware system constitute the decisive right to speak in the high-end market, the crux of Xiaomi’s model will become a barrier.Neither the concept phone nor the Xiaomi Mi 10, which has to be impulsive, has escaped the stereotype of this contradiction.So, the distance between Xiaomi and the high-end is how to complete the logical self-consistency in the discourse habits of the high-end market shaped by Apple, Huawei, Honor, and Samsung; how to make users forget the technology again in the market that emphasizes technological innovation.In the future, I hope to see Xiaomi, which has more amazing technical capabilities, and also a more diversified high-end mobile phone market.If Xiaomi 10 can make people see unexpected plots.However, after the press conference led by Qualcomm and the next Samsung reception, the overall feeling is still the same: spicy Riga lobster abalone does not necessarily change anything..
Xiaomi Mi 10 goes out: pile up these old shoes, the old road at the high end
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