Glory's strength exceeds Xiaomi's market strategy mistakes

This double 11, Huawei's Honor mobile phone has achieved good results on the two platforms of Jingdong and Tmall, and the advantage of "dominating the list" is obvious. At the same time, although Xiaomi, which has been competing with Honor for a long time, has good sales this time, it is a bit pale compared to Honor.

Brother Xi also noticed the double 11 "championship" report card posted by Xiaomi, but everyone can see how much gold it contains. It's a fact that Honor's performance during Double 11 surpassed Xiaomi in an all-round way. Brother Xi believes that it is not accidental that Xiaomi Double 11 was completely surpassed by Honor in the domestic market. In the long run, it may be completely left behind by Honor.

1. Glory surpasses Xiaomi in strength, leading more than a little bit

Let's take a closer look at this single product list on JD.com: Honor's Play 7, 9i, 7A, and 7C actually swept the top four sales, pushing Xiaomi, which has always been cost-effective, to the fifth place. What's more interesting is that on this list, Glory not only occupies the top four, but also takes all the positions from seventh to tenth. Xiaomi only retained the fifth and sixth positions with two single products, Redmi 6A and Xiaomi Mi 8.

Let's take a look at the situation of Tmall: Honor also won the three championships in total sales, mobile phone brand flagship store sales, and total sales, leaving Xiaomi far behind. It can be said that Honor has surpassed Xiaomi in all directions this time.

This kind of comprehensive transcendence cannot be achieved by being outstanding in one aspect, but depends on hard power. In Xi's opinion, Honor surpassing Xiaomi is the result of doing better in the following two aspects. One is cost-effective, and the other is technical advantage.

1. Cost-effective

Brother Xi noticed that Xiaomi, whose long-term cost-effectiveness is a "weapon" to compete with other competitors, has been frequently questioned by consumers in the past year or so, saying that its strategy of relying too much on hardware stacking lacks innovation, and it is even citing The proud cost-effectiveness has also begun to be challenged. Let's briefly analyze:

Let’s take a look at the comparison between the two recently released flagship models, the Honor Magic 2 and Xiaomi MIX 3.

Although the former is about 500 yuan more expensive than Xiaomi in terms of release price, because the Honor Magic 2 has under-screen fingerprints, 40W super fast charging, 3D structured light face recognition and dual-card dual VoLTE, it only has rear-mounted fingerprint recognition. , The Xiaomi MIX 3, whose key components still use products from supply chain manufacturers, is dwarfed by that. The price gap is not enough to erase Xiaomi's disadvantage in the comprehensive bidding ratio.

Let's take a look at two products with similar prices and similar market positioning: the comparison between Honor 8X and Xiaomi Mi 8.

The Honor 8X has an extremely innovative design, and the Kirin 710 processor with a high degree of autonomy makes it difficult to compare the appearance design of the Xiaomi Mi 8, which is even conservative. What's more, the Xiaomi Mi 8 is still equipped with the Snapdragon 845 processor, which makes it difficult to compare with the Xiaomi Mi 8. It is difficult to widen the gap between the products of friends.

In terms of thousand yuan machines, the comparison between Honor Play 8C and Redmi Note 5 is also similar.

For the comparison of battery life performance, which is the most important thing for thousand yuan phone users, although Honor Play 8C is equipped with a 4000mAh battery like Xiaomi Mi 8, Honor is better than having a built-in smart power-saving algorithm to help users save power. This allows users to get longer battery life. On the other hand, the Redmi Note 5, due to the lack of optimized algorithm design, cannot compare with the Honor Play 8C in terms of battery life even if it has a battery with the same capacity as the opponent.

From the comparison of these two or three groups of models, it can be seen that the Xiaomi series does not have much "cost-effectiveness" advantage in front of Honor.

2. Huawei's strong support brings technological advantages

On the surface, the overall surpassing of the Honor series relies on the advantages of multiple models over the Xiaomi series in terms of cost performance. However, Brother Xi believes that these advantages are ultimately due to Honor's technological leadership, which of course comes from the strong support of Huawei's manufacturers behind Honor.

This support is first reflected in the core processor chip of the mobile phone hardware. As previously analyzed by Brother Xi, the price-performance advantage that the Honor series has achieved over the Xiaomi series in recent years is largely due to the Kirin series processors it is equipped with. Huawei has actually started chip development led by HiSilicon since 2004. The early K3 processor caused the market to doubt its prospects due to insufficient compatibility and excessive heat generation. However, after persevering for many years, Huawei finally The Kirin series processors have opened the way for the development of independent chips. From the Kirin 910 released in 2014 to today's Kirin 970, this series has developed from a 28nm process to a 10nm process, and its functional core also has advanced artificial intelligence processing capabilities. After years of huge investment and technology accumulation, Huawei has finally entered the ranks of the world's top chip manufacturers, and a variety of Huawei and Honor brand models equipped with Kirin chips have also used this to open up a differentiated competition with the products of friends.

On the other hand, Xiaomi has made a certain investment in the field of chips, and has taken out its own brand of Pinecone-Surge chip, but after the short-lived Xiaomi 5c equipped with the Surge S1 chip, it is difficult to see Xiaomi's own chip. trace. Xiaomi can only continue to walk on the technical route of using supply chain shelf products for core components and simply stacking general hardware, which is gradually falling behind compared with the Huawei/Honor series.

Secondly, since the beginning of this year, Honor has launched a lot of "scaring" technologies. Taking Honor Play as an example, it is equipped with the "scaring" GPU Turbo technology. GPU Turbo reconstructs the traditional graphics processing framework at the bottom layer of the mobile phone system, which improves the overall efficiency of GPU graphics operations by 60% and reduces SoC energy consumption by 30%. , improve the efficiency of graphics rendering, let the mobile phone keep the picture smooth in the long-term game state, without stuttering, and bring continuous stability under the high frame rate state.

Therefore, the processor chip is only a part of Huawei's strong technical support. In terms of UI, artificial intelligence development, and the development of the battery intelligent optimization algorithm mentioned above, Honor has many advantages over Xiaomi.

2. Mistakes in Xiaomi's market strategy, or the root cause of its domestic market being overtaken by Glory

After entering 2018, Brother Xi found that Xiaomi's market performance had a very interesting phenomenon: on the one hand, Xiaomi's performance in the international market was relatively bright. For example, in the past three quarters, Xiaomi achieved a global year-on-year growth rate of 25%, and its share in emerging markets such as India is still increasing significantly. On the other hand, Xiaomi's performance in the domestic market is worrying. The domestic shipments in the second quarter increased by 0, and the third quarter even fell sharply by 16%. The situation is obviously unsatisfactory.

Brother Xi believes that Xiaomi has put too much resources in the development of the international market for more than a year, but it has not paid enough attention to the foundation of enterprise development---the domestic market. You must know that although Xiaomi is currently performing well in overseas markets such as India, the promotion of overseas markets mainly relies on low-end products. For Xiaomi's future, the core link is the Internet service + ecological chain business that it has repeatedly emphasized in its prospectus and other documents. If these two links are not done well, Xiaomi will not have a long-term future. Brother Xi has analyzed before that the Internet service + ecological chain business that Xiaomi attaches great importance to is basically driven by the sales of mid-to-high-end mobile phones, and the R&D and sales of mid-to-high-end models must be solved in the domestic market.

Brother Xi's conclusion is: If Xiaomi continues to put too much power overseas and pay insufficient attention to the domestic market, it will endanger its long-term development interests. In the future, Lei Jun will find that the gap between himself and Huawei and other manufacturers will widen. bigger.

3. Glory PK Xiaomi, mobile phone surpassing is not a win

Judging from the current situation, Honor mobile phone has achieved a staged victory in the PK with Xiaomi mobile phone. However, in the PK between Honor and Xiaomi, just surpassing the mobile phone is not a win, because compared with Xiaomi's diversified business status, Honor is in other Compared with Xiaomi, there are still many gaps. Such as IOT, such as smart home.

As we all know, the Internet of Things and smart home are the future, and all companies interested in the field of Internet technology pay close attention to these two directions. The advantage of Xiaomi is that it started the research and development layout very early. As early as around 2015, Xiaomi formed its own smart home ecosystem. In terms of smart home, Xiaomi has officially proposed its own unique "whole house smart" system.

In terms of IoT, Xiaomi has achieved more than 85 million connected devices by the end of 2017 (by August 2018, this number even reached 115 million), more than 10 million daily active devices, and has also established It has established its own open Xiaomi IoT developer platform, which has gathered more than 400 partners and is recognized as one of the largest intelligent hardware IoT platforms in the world. Although Honor is backed by Huawei, which has strong R&D strength, it is about 2 years behind Xiaomi when it enters the field of IoT and smart home. At present, there is no development platform and partner group that can compete with Xiaomi.

At present, Honor is working hard to build its own "smart home" system, which is the technical architecture of Honor and Xiaomi's "whole house intelligence". In terms of IoT, Honor is also working hard to help people and devices, and between devices and devices, establish seamless connections through mobile phones to control home appliances, route and connect devices, and provide services through APPs.

It is foreseeable that in the future, Honor will definitely exert its efforts in the fields of IOT and smart home that Xiaomi is currently involved in, and challenge Xiaomi.

Therefore, if Xiaomi cannot adjust its market strategy in time, change its development thinking that does not pay enough attention to the domestic market, and increase its investment to strengthen its advantages in the Internet of Things and smart homes, things like this year's Double 11 will be surpassed by Honor across the board. The future may repeat itself in the field of IOT and smart home.