Has the 6th generation of millet phones been introduced and what has changed over the past 8 years?2018-05-29 10:25:41 150 ℃
Xiaomi, who is about to hold a new conference in Shenzhen, is about to usher in its seventh digital series of Xiaomi mobile phones. This time it is likely to be directly named “Xiaomi 8”.
Although after the emergence of the MIX brand, mobile phones named after “Millet + Digital” are no longer the “flagshiprs” and obviously cannot compete with the red rice series that are more cost-effective. However, in the eyes of most users, Xiaomi digital series mobile phones still have a huge appeal.
You can even see the copy of the “8th Anniversary Masterpiece” when warming up, which is enough to prove the importance of this product line to Xiaomi.
After all, if you want to find a product line that can represent the tone and development direction of Xiaomi’s brand, the digital series mobile phone of the past 6 generations must be the best choice. It is also the core user’s brand for Xiaomi. Good and bad judgments.
With 8 years of time, this time Xiaomi 8 may have been the one that has carved most of Xiaomi's brand history.
"No design is the best design"
When the early millet phone was released in 2011, Lei Jun once said on the stage: "No design is the best design," and it was used as the ID design concept of Xiaomi's mobile phone at that time.
After this statement, immediately triggered a lot of onlookers to discuss, most people questioned Xiaomi this view: You do a mobile phone, how can we not mention the design? However, others believe that what Xiaomi wants to follow is “Less is more,” which is the core of minimalist design.
To look back now, Lei Jun's statement is actually somewhat more than the meaning of marketing words, but it does not have to rise to any aesthetic height. Did you say that the first generation of millet phones have a degree of identification? If you do not light up the screen and then erase the front logo, it is no different from the Android phones such as HTC and Samsung.
But at the same time, this modest template machine It will not make peopleBoring feeling. At that time, Xiaomi’s product director, Li Ming’s answer, was largely the same: “As a first work, it is much more important to make as many people feel uncomfortable than to be liked.”< This is related to the initial strategy of Xiaomi’s mobile phone, which is aimed at the core Chinese mobile game player at that time. Compared to the appearance of the product, they will be more concerned about the performance of mobile phones and running data.
If you say that both “feather-grade performance” and “main cost-effectiveness” can be quantified by numbers, then user aesthetics is different from person to person. In order to avoid unnecessary disputes as much as possible, the most conservative approach is naturally to choose a popular style that is recognized by the general public. This is exactly the same as Liu Haiping.
In spite of the horizontal comparison, the original Xiaomi phone can also be a microcosm of the Android mobile phone camp at the time - look back 2011 In addition to the recognition of products such as the Motorola RAZR and Sony Ericsson's Xperia arc S, the rest of the mobile phones are basically all rounded shapes with a dark plastic back cover.
Instead, it's still better than Xiaomi Mobile 1 The Apple iPhone 4, which has been available for a year, has already used double-glazed glass + metal middle frame. Even if we do not mention the structure, the difference in materials alone is far greater than the current between Xiaomi 6 and iPhone 8.
Since the product design is not outstanding, Xiaomi can only pack with the concept of “no design is the best design” and this kind of metaphysical concept, and emphasizes the positioning of “high-performance fever mobile phones”. Of course, Xiaomi also did a lot of other propaganda around the product. Such as imitating the presentation of Apple's conference, MIUI's brisk style, and unbreakable packing boxes.
After the millet phone 2 started with a colored back cover, it was still a relatively cheap plastic material; while the millet phone 3 was the first attempt at an integrated design, although the "craft" was already mentioned.In this type of word, the internal frame of the aluminum-magnesium alloy has also significantly improved the structure of the complete machine, but the spraying process of the plastic housing still has a clear gap with the Lumia series in the same period.
Until Millet Mobile 4, we only saw the “artistic journey of a plate” as the main design and feel of the propaganda. With the emergence of selling points, the stainless steel middle frame has indeed improved the quality of the whole machine. From this generation onwards, Xiaomi really got the digital series of mobile phones out of their original appearance and cheap sense.
The curse of a roll-over on a per-single basis
The environment in the early domestic smartphone market was far less cruel than it is now, basically as long as the product is not so ugly, the configuration can keep up, marketing Do not be too dark, first regardless of selling well, word of mouth will certainly not be worse.
If millet phone 1 is the stepping stone for millet to open the market, then Xiaomi phone 2 will be the first real explosion in millet - plus Xiaomi 2S/2A With the revised product, the entire Xiaomi mobile phone 2 series shipped more than 15 million units, which is also the first model that Xiaomi sold 10 million units.
More surprising is the long life cycle of Xiaomi's mobile phone 2 . In July 2017, Lei Jun published a microblogging commentary: “Millet 2/2S is a product of Xiaomi 5 years ago. It is still used by nearly 5 million people, mainly because of the 4.3-inch screen?”>
But obviously, apart from not willing to give up one-handed operation experience, the design of the removable battery also means that the old user can continue to Millet Mobile 2 continues life - at least it will not be as old as the iPhone has to tie the problem of aging batteries. In order to take care of this large number of old users, the Xiaomi Mobile Phone 2 series can still obtain MIUI9 adaptations and upgrades.
However, the development of the digital series of mobile phones is not easy. Maybe you often hear an unwritten saying in the mobile phone circle that “there are basically even number of good reputations, while the odd ones are often Will be more radical."
To discuss hereThe millet 3 and millet 5 are the two products.
From a business perspective, Xiaomi Mobile 3 is not worse than its predecessor - its sales have also broken through Ten million. However, due to the baseband problem, Xiaomi Mobile Phone 3 chose processors from Qualcomm and NVIDIA platforms, but the main pusher was the TD version equipped with Tegra 4 chips.
On the one hand, Tegra 4 has very nice hardware parameters, but due to the high power consumption, this chip of the nuclear bomb factory directly makes the TD version of the millet 3 a "high warm hand valuable". Problems such as down-clocking, application compatibility, and slow network speeds have also followed.
On the other hand, Xiaomi Mobile 3 changed its past mellow design and used Founder styling. This has caused many people to question whether Xiaomi has its own design language.
After being "hot" afraid once, Xiaomi Mobile Phone 5 chose to avoid Qualcomm Xiaolong 810 Tai Hang has been dragging on until the beginning of the following year. The Xiaolong 820 was only put on sale. Due to supply chain problems, Xiaomi 5 was in a cruel “buy” status for a long period of time after its release, plus “1999 yuan worth of disability. "Blood chip" and "ID without borders" and other dark spots, this generation of millet flagship is also taking a lot of bad road.
Of course, you can say that Xiaomi’s “more than a dozen black technologies” is exaggerated, but it cannot be denied that it is exploring ceramic materials, curved bodies and 4-axis anti-shake cameras. The accumulation of these technologies laid the foundation for the success of the more mature millet MIX and Xiaomi 6.
1999 yuan and the binding price tag
1999 yuan, is the millet mobile digital series from the beginning to stick to the "classic price" - has close to the quality and configuration of the flagship phone However, the price is only half that of others or even lower.
Even if it is still a good product that is “moving people's hearts and price is good”, it is still the core strategy of Xiaomi’s mobile phone.one.
Several years ago, the four cool families of China's QUPL had a good harvest in the business hall and had a place in the shopping mall. The cooperation with the government and enterprises is also a result of the wind and water. Before the “spoilers” have yet to appear, it is not an exaggeration to describe the low-end mobile phone market in China with “buzzing and making big money”.
We all know the story behind it, and the fierce millet hit a price of 1999 yuan, filling in the blank of “Nothing high.” Not only did Xiaomi quickly help open up the potential market for domestic mobile phones, but they also told those OEMs who had subsidies from operators:
“In fact, mobile phones can be sold as such.”
So There is a saying that often comes up: Put aside those negative talks, Xiaomi is contributing to pushing down the price of domestic mobile phones.
But obviously, the price/performance ratio is also a poison under the sugar coating, if millet’s digital series phones want to stick to 1999 Yuan's price segment, while also ensuring the core direction of high performance, is bound to compromise on design and service.
After all, whether Qualcomm's chips, or Samsung's screen, or Sony's camera, these floating-priced components based on the market, but not a single person with the final say.
The history of Xiaomi's mobile phone 5 is also here. At that time, in order to stand firm at the price of 1999 yuan, Xiaomi could only carry a downgrade version of the Qualcomm Xiaolong 820 chip for the standard version of the millet 5, and it was also dubbed as a "wreathing version of the mobile phone."
The reason behind this is also very simple, that is, cost is not allowed, although the frequency of the perception of daily use is not very obvious, but this is also the millet to stick to the 1999 yuan pricing made A sacrifice.
After the millet mobile phone 6, the starting price jumped directly to 2,499 yuan, which is also the first time that the digital series of Xiaomi mobile phone has given up the price of 1999 yuan on the standard model. As for the upcoming millet phone8, a large extent will continue this pricing strategy, and continue to rise.
Although Xiaomi still set a rule for him to "keep the hardware's comprehensive net margin at no more than 5%", Xiaomi 6 In fact, the price change also proves that Xiaomi does not want to be affixed with a “price-effectiveness label” of RMB 1999, because “cheap” is only a part of cost-effectiveness, not all of it.
This change is also affecting Xiaomi’s original core users. Today, their pursuit of product differentiation has gradually exceeded the initial emphasis on cost-effectiveness. Especially after the launch of Xiaomi MIX, we naturally hope that we can see such things as “only Xiaomi will make it” on digital series mobile phones.
In fact, as long as the relative advantages of pricing are maintained while meeting the needs of users and improving quality, most people will not have any objections to price increases.
The millet phone purchased for MIUI is now no longer the only reason
A few years ago, many brands realized the advantages of Xiaomi's “internet mobile phone” and began to try Internet channels to sell mobile phones, but the follow-up performance is far less than millet. Although they are not worse than the Xiaomi mobile phone in the hardware configuration, but with the supporting system has always been somewhat hasty feeling.
People who know a little about the history of millet should also know that MIUI is even earlier than Xiaomi’s mobile phone. The first generation of Xiaomi’s mobile phone was unveiled only one year after MIUI was released. At that time, MIUI It has already accumulated about 500,000 users.
So the earliest batch of people who started the millet mobile phone, in addition to the high performance and cost performance, in order to use the most pure MIUI is also a reason for many people at the time of the purchase.
Strictly speaking, MIUI is just a set of deeply customized ROM based on Android, but as a Chinese company, Xiaomi is obviously Both Google and Apple need to understand more about the needs of Chinese users, so they have also made many improvements at the level of human-computer interaction:The drawer design incorporates a pull-down notification bar, and also stores applications and themes according to the people's habits.
In addition to rapid update iterations and positive user feedback, even people who do not use Xiaomi's mobile phone will find ways to play MIUI ROM on mobile phones.
Although this style of play is very common nowadays, but in the age of Android system, in addition to Meizu Flyme, Xiaomi's MIUI is considered to be a rare use habit for Chinese users. Designed mobile phone ROM.
More importantly, Xiaomi saw the "User Participation in Internet Development Model" earlier than many domestic mobile phone brands. The momentum of development. This mechanism allows MIUI to gain a large number of core fans at the beginning and also constitutes a popular user base for Xiaomi's future mobile phone products.
But now I've asked the reason for starting the Xiaomi mobile phone. MIUI obviously will not be the only reason. Some people value the design of the mobile phone itself, and some fall in love with the camera. Some may only be inseparable from the Mi family ecological chain.
From the MIUI's recent major upgrades, it is basically just a change of skin, and then improve some of the details . Some of these functions are derived from other domestic ROMs, and others are quickly imitated by other vendors and even better than MIUI.
Of course, this is not MIUI's problem. After all, the Android system has become more and more sophisticated. Most of the flagships don't even lose iOS in the fluency of their daily applications. We even connect to ROOT and Flash. This kind of word is rarely mentioned again.
However, MIUI still needs to face some new problems. After a large number of functional accumulations make MIUI very bloated, will the future continue with addition or subtraction? What's more, there are still lingering questions about "ADUI" advertising.
A millet mobile phone that has gone through 8 years should also consider things beyond the price.
From the current millet8 According to the news, Xiaolong 845, Liu Haiping, and AI dual camera will not fall, but they are basically the standard of the same flagship mobile phone. Fortunately, we can also look forward to the emergence of 3D structured light and fingerprint under the screen. There is a mysterious MIUI 10.
If the earliest millet phone could do it, it was just throwing a lower price to attract users. Even for a long time afterwards, they just kept retaining fans by relying on low-priced phones, and then made money on Internet services. Now, with the maturity of the business model of millet, and the gradual increase in volume, Xiaomi has been able to obtain greater power from the upstream and downstream industry chain.
An obvious manifestation is that, except during the initial period of the launch, we have rarely heard the ques- tion of “why can't we buy the millet phone”?
Slightly speaking, this is the progress of Xiaomi's mobile phone; to the big, this is also the progress of the entire domestic mobile phone industry.
However, Xiaomi still needs to face new challenges. This year the mobile phone industry has been saying one problem: fewer people are willing to pay for new mobile phones. Although from the first quarter data report, Xiaomi is considered to be a rare brand in the industry that can maintain stable growth. However, it is hard to say how long this growth momentum can be maintained.
Obviously, when the price of Android smartphones becomes higher and higher, they also extend the user's refresh cycle in disguise. In order to get rid of this "good enough" concept, several domestic smart phone brands need to come up with something truly dry: Huawei's 40 million cameras, such as vivo's APEX full screen design, such as OPPO The propaganda of 3D structured light technology lands...
This is the market for smart phones today. Price is no longer the core of absolute product success, but it really begins to focus on the mastery and use of the underlying technology. This is a problem that Xiaomi needs to face. It is also a new environment that domestic mobile phones need to face.
8 years, from Xiaomi 1 to Xiaomi 8, from MIUI 1 to MIUI 10.From the singles of the mobile phone to the flowering of the rice industry, we have witnessed the growth and transformation of a company. Can this momentum be maintained for the next eight years or even the next eight years? Maybe we can get the answer when we get Xiaomi 20.
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