Shulou(Shulou.com)11/24 Report--

2022 can be said to be a little complicated for Xiaomi.

On the one hand, Xiaomi actively seeks changes in mobile phones, smart devices and other business, and has made considerable changes and gains, on the other hand, the market environment is not optimistic, so that the final results of various actions are not as gratifying as expected. But it is enough for us to have a more positive attitude towards Xiaomi, and after numerous changes and changes, the company has released more hope.

Xiaomi flagship finally gets the image of leopard change from today's point of view, Xiaomi 12 and Xiaomi 12 Pro have many regrets until Xiaomi 12s and Xiaomi 12s Pro have been improved more than half a year later. While there are differences in the size of the relationship between the standard version and Pro, we have begun to set up a more clear image card for the combination of software and hardware depth. After three years of accumulation and actual experience transmission in 2020, 2021 and 2022, Xiaomi image is taking root in the hearts of the people.

(photo Source: Xiaomi) before this, Xiaomi 10 went all the way to Xiaomi 11 Ultra. Xiaomi first started with the improvement of hardware specifications that are most easy to achieve, combined with the understanding of images and computing, and little by little transformed the perception of Xiaomi mobile phone photos and videos in the minds of users. For a time, it gave the public the impression that components such as sensors were advanced, and by the end of 2022, it had become an easy photo taken by Xiaomi mobile phone.

In order to use Snapdragon 8 + to delay the launch of Xiaomi 12s Ultra for several months, completely reversing the original image of Xiaomi phone's lack of image highlights, the initial 1-inch sensor IMX989 is certainly shocking enough, with the fast photo experience and clever imaging quality is the key. Leica cooperation is just right, quickly narrowing the gap between Xiaomi and professional images, it can be described as "value for money".

Although it is difficult to see more technical lines continue on the flagship of Ultra imaging in the past three years, except for the outsole sensor and the night scene algorithm, as a result, Xiaomi has actually built a mobile phone with a good shooting experience and imaging effect. In the second half of 2022, with relatively sufficient experience, few people will deny the fact that Xiaomi 12s Ultra has reached the peak of mobile phone video.

(photo Source: Xiaomi) there is a more obvious difference between the two versions of the Xiaomi 13 series, which went on sale less than a year ago, and the image has also realized the rapid change from the flagship standing word-of-mouth to ordinary high-end models. The sensor area of Xiaomi 13 is no larger than that of previous generations, but its aesthetic and algorithmic blessing has greatly surpassed it. Xiaomi 13 Pro fully absorbs image experience, but it is not a top product, but it deserves full recognition.

Redmi Note 12 Pro and Redmi Note 12 Pro+, are Xiaomi's "surprises" to consumers in the mainstream price range. Previously, similar positioning Xiaomi phones will not have too much investment outside the imaging hardware, this time not only part of the algorithm is decentralized, but also the corresponding Leica film camera function to improve fun. The function and entertainment needs of mass consumers should also be satisfied.

There are leaps and bounds in mid-range products and many people believe that Lu Weibing, who has now been promoted to Xiaomi Group President, made the first meritorious service, which is to completely change the red rice mobile phone from a purely low price to a characteristic mainstream price product. The change of Redmi Note, the main product line of red rice, in 2022 can be said to be even more intense, and it can even be said to replace all the decks of the Titanic in the rough sea.

Redmi Note started out as an entry-level product with a larger screen, gradually adding performance and design attributes when the brand logo was replaced by "Redmi", as well as introducing the "Tick-Tock" iterative pattern, which is rare in similar products. The popular point is "intergenerational relatives". Performance-oriented products are updated in the first half of the year, while design and texture are given priority in the second half of the year.

(photo Source: Xiaomi) even the continuation has changed. In the first half of the year, the Redmi Note 11T Pro came out with Tianji 8100, which was a hot mid-and high-end performance chip at that time, and it also showed that this mobile phone with a starting price of less than 2000 yuan had an outstanding performance-to-price ratio. Not only is the high-end performance down, Xiaomi is also trying to give a delicate fuselage that has never been available in previous years, and the Redmi Note has become a more balanced and popular product.

The Redmi Note 12 Pro, which came out at the end of the year, generally made more efforts in appearance and texture, but there were also surprises-- using the combination of IMX766 sensor + optical anti-shake, which was previously available only in the 3000 yuan price range or more high-end mobile phones, and software features such as film cameras also revealed Xiaomi's new ideas. High-quality domestic OLED flexible screens appeared on mass products for the first time.

Compared with Redmi Note's subversion in just two or three years, Civi 2, which is trying to get a piece of the pie with OPPO Reno, vivo S and Huawei Nova, is less powerful. For Xiaomi, young female users, selfie portraits, frivolous and fashionable market can not be missed, but after several changes in product lines and positioning, they have not yet found a widely recognized secret to success.

Where is the performance-to-price ratio? is it high-end? Performance-to-price ratio and high-end in mobile phone-related online discussions and media views, the market is regarded as two contradictory directions, and Xiaomi seems to be reflected in as many products as possible. even the top flagship and folding screen, which are sold at the same price as similar products, there are voices from time to time that it is "cost-effective". In 2022, Xiaomi mobile phone products experienced a struggle between cost-effective and high-end.

The Redmi K50 series, which has so many products as "K50 Universe", is considered to be the most cost-effective product line that highlights the high-end temperament. However, the higher-end version of the K50 is not perfect in terms of games and performance release. Instead, the K50 and K50 Pro have become word-of-mouth and bumper sales because of the great improvement in the performance of MediaTek chips.

(photo Source: Lei Technology) Xiaomi's product layout in the first half of the year is mirrored by vivo's actions in the X80 series and iQOO 9 series, and there are differences in the collocation and product definition of different chips. As a result, vivo used Tianji horse racing strategy to win the growth of sales of high-end products, while Xiaomi's achievements were more likely to preserve the basic set of cost-effective products of the Redmi brand, and failed to achieve better than expected in the high-end image.

K50 Ultra can be seen as another remedy for products with regrets in the first half of the year, but Snapdragon 8 + platform will not leave a hidden danger of follow-up maintenance that may affect the long-term image of the brand like K30 Ultra. On the other hand, from Xiaomi 12 to Xiaomi 13, the road of Xiaomi digital series continues, and Xiaomi 12 Ultra has achieved phased results.

MIX Fold 2, which focuses on frivolity and even abandons some high-end attributes, can be said to be Xiaomi's most successful mobile phone product in 2022. Perhaps due to early planning and other reasons, it did not turn into a sharp edge for Xiaomi to impact high-end market share, but it definitely reversed the key point of Xiaomi's reputation in the super-high-end market. MIX finally found the right direction and insisted that he would win more victories.

(Touyuan: Ray Technology) through the products, we can see that the company is trying to cut off from the past one-sided perception of "only performance but no texture", but it has not been completely separated for the time being. "Gay still needs to work hard" will be the best toast to Xiaomi's phone in 2023, rewarding both the cost-effective and aggressive high-end, but now is far from the time to end evolution and stop progress.

Wearable products of wearables, home appliances and peripherals are finally reunited as a whole in 2022, ending a rich product line but a lack of truly key products and the embarrassment of a unified and efficient experience. Several conferences have mentioned the collaboration of products such as smartwatches and true wireless headphones with mobile phones, tablets and PC, and we may be able to look forward to a better Xiaomi multi-device experience.

(photo Source: Xiaomi) the previous wearable Xiaomi is highly dependent on ecological chain companies and supply chain, and can launch products like dumplings every year, but there is no product to take the lead and it is impossible to recreate the former glory of Xiaomi bracelet. Now Xiaomi watches focus on making exquisite "large watches", Xiaomi headphones greatly improve the sound quality and noise reduction experience, combined with software collaborative upgrade has ushered in a great improvement.

Compared with previous years, the voice of Xiaomi TV in the industry has become much smaller. Although it is still a digital leader in China's TV industry, it has not brought its own new high-end products in 2022, when traditional brands are trying to find a way out with new technology, but more adjustments have been made on the mature product line. I wonder if the new Xiaomi TV product in the coming year can cut off the cycle that dragon slayer will eventually become an evil dragon.

Other Xiaomi-sized appliances can only be described as "no merit and no fault". The industry itself has exhausted the room for breakthrough innovation, and Xiaomi will not be able to bring great innovation without investment at the main track level. However, it is gratifying that the latest trends in the industry are reflected in Xiaomi products, simple and white industrial design and millet-style small innovation have also been continued.

(photo Source: Xiaomi) Xiaomi speakers, Xiaomi routers and other products can see different changes. On the one hand, Xiaoai speakers follow up the concept of home smart screen, on the other hand, they unexpectedly create high-end speaker products without screens, and the sound quality performance is recognized by many parties. Xiaomi router new products all have the ultimate performance-to-price ratio, actively follow up the industry's latest high-end chips, the price is much lower than the competition.

Didi, Xiaomi Automobile is coming. Nothing deserves the most attention of Xiaomi in 2022 than Lei Jun's "Last Entrepreneurship", which has been promoting Xiaomi car industry in a low profile.

Unlike this company, the preliminary preparation work of Xiaomi car is a bit smooth. The factory in Yizhuang, Beijing, has sprung up quietly and is advancing the construction at an expected pace. On the other hand, all aspects of the research and development of automotive products are also being carried out quietly. The news that people in the industry have been absorbed to join has been heard constantly, and the product specifications have gradually become apparent. From the official landing of the car-building plan, it seems that only production qualifications are needed.

(Tu Yuan: Xiaomi) however, Xiaomi only officially introduced the results of self-driving research and development this year, which Lei Jun may also regard as a technology related to the final development of new energy vehicles. Xiaomi invested 3.3 billion yuan in the first phase of self-driving and has a full-time team of more than 500. in the modified test car, it has achieved some of the self-driving ability of urban roads, as well as valet parking and robotic arm automatic charging.

Another question that people care about is, where is the Xiaomi car market? It is estimated that Xiaomi will show its first car in mid-2023, while the official delivery date may be 2024, when China's new energy vehicle market may have already finished the horse-racing enclosure phase, but to eliminate backward car companies more quickly. It is crucial for Xiaomi to achieve great success in a single model.

However, the direction of the industry is not necessarily so pessimistic, the current new energy vehicle market is still concentrated in the 200000-400000 price range, and want to specific market direction, as long as Xiaomi car products are good enough, there is still a chance. Solve the historical burden of mobile phone brand word-of-mouth as soon as possible, do a good job to avoid pollution, try not to make mistakes in products and strategies, then Xiaomi still has a chance.

This article comes from the official account of Wechat: Lei Technology (ID:leitech), author: Lei Tech Digital 3C Group

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