Huawei Xiaomi "copy homework"

"Huawei has the best team and the best talents. If you can't live today, even if you go out to make shoes and socks, Huawei can create a world -class brand." At the 2022 summer conference, Yu Chengdong was a bit arrogant. The discourse sends it to the hot search again.

At the same time, Lei Jun at the Xiaomi conference next door also mentioned the benchmarking iPhone again: "Most of the cases, Xiaomi 12S is better than Apple, at least everyone is starting on the same starting line. There are only a few parts. There are indeed gaps in testing, but these gaps are being shortened a little bit. The benchmarking iPhone is not a slogan inside Xiaomi, it is a real detail one after another. "

After many years, mobile phone manufacturers seem to be keen to "fight". However, if these words and the two conferences are combined, it can be seen that Huawei and Xiaomi have two domestic top smart hardware manufacturers, which have already taken two completely different strategic paths.

Large single product vs multi -ecological

Within a day on July 4th, Huawei and Xiaomi held a new 2022 new product launch conference.

Judging from the theme of the two parties alone, although Xiaomi is a new 12S series of launch conferences, the C position C is occupied by the publicity poster. On the other hand, Huawei seems to be quite satisfactory. The theme is NOVA 10 series and the new product launch conference, which is more like a small conventional update.

However, after watching the two conferences, you can clearly feel that Xiaomi and Huawei have a sharp contrast.

At the press conference of Xiaomi for 2 hours, almost the whole process introduced the image and the 12S series. At the end, it took about 10 minutes to introduce the AIOT products such as the Xiaomi bracelet, notebook, router, and 3 Huawei. At the time of the conference, the time for the release of mobile phones, AIOT products, and cars was all about an hour. Asked about the M7, Yu Chengdong personally introduced the finale.

One is stronger to adjust items, and the other is in the ecology.

Looking back at the previous conference, in fact, the strategy of both parties can be seen.

In 2019, Hua Gang, president of Huawei terminal, released the 1+8+N full scene strategy during MWC19, and almost every large conference will add the words "full scene", and take a lot of time to introduce the strategy to consumers to introduce the strategy to consumers Process and release of corresponding new products. Even at the press conference of Mate 40 series, Huawei also used half of the time to introduce AIOT products other than mobile phones.

After the release of the Hongmeng IoT system and the announcement of helping car companies to build a car, AIOT products and cars have become the main object of Yu Chengdong's platform.

In contrast, Xiaomi's strategic focus transfer is more obvious. After entering AIOT in the smart home industry in 2014, at the spring, autumn and other main press conferences, you can always see Lei Jun introduce related products such as Xiaomi TV and Xiaomi Watch; "After the slogan, the situation changed.

Lei Jun gradually began to dilute AIOT products, and mobile phones became the focus of Xiaomi Group again. The first Snapdragon's latest chip, under -screen camera technology, folding screen, and current Leica are the key to the press conference.

Some insiders in the mobile phone industry believe that Xiaomi and Huawei's respective shifts in their strategic focus are essentially related to their situation.

After Huawei was broken in 2020, the "core -free" problem caused its mobile phone business to fall thousands of feet. Although there was Hongmeng's blessing, its product power was not as good as before, the market share was quickly eroded, and consumer business revenue was deteriorating. In this context, Huawei needs to find the growth point that can replace the mobile phone business as soon as possible.

Hongmeng itself is an IoT system, and it coincides with the outbreak of the smart home and the new energy vehicle market. In addition, Huawei has absolute advantages in communication technology. AIOT and smart cars have naturally become the focus of effort.

Xiaomi's strategic focus focus on the mobile phone is related to its failure to fail. In 2020, Lei Jun announced that Xiaomi mobile phone would impact the high -end, but the effect after a period of time was not ideal. According to COUNTERPOINT data, in 2021, high -end mobile phones (more than $ 400) markets, Apple accounted for 60%of the share, while Xiaomi's high -end mobile phone market share accounted for only 5%in 2021.

Xiaomi 12 released in 2022, due to fever and poor experience, still failed to impact high -end success and even declined. According to Counterpoint data, the first month of the Xiaomi 12 series sold 460,000 units, a decrease of 60%compared to the first month of the Xiaomi 11 series.

High -end products are fighting for product power. If Xiaomi wants to stand firm in the high -end market, it must come up with more unique and more valuable products.

The focus of the focus at the press conference can intuitively see the current situation of the two companies, on the other hand, it can also reflect the development ideas of the two stages in the future.

Is the car a similar ending?

For a long time, the industry has a relatively consistent consensus on the transformation of traditional mobile phone manufacturers, impacting high -end markets or transforming IoT companies.

Interestingly, Xiaomi and Huawei chose to learn each other under various factors.

Huawei once stabilized the high -end market through technological advantages such as self -developed chips. However, after winning the global sales crown, it was suppressed. Its mobile phone business dropped thousands of feet and began to turn to the Internet of Things field. Xiaomi is the first to enter the Internet of Things through the explosive strategy. But the final result was that companies in the ecological chain were solitary, and Mijia encountered a bottleneck after rapid development. Coinciding with Huawei's fall, Xiaomi entered the high -end mobile phone market.

However, from the current results, both sides are also facing difficulties.

High -end mobile phone business was difficult to recover in the past, and Xiaomi did not occupy a large market share because of Huawei's exit.

In this regard, because of Xiaomi's earlier layout, through the cultivation of huge ecological chain companies, a relatively complete platform ecology was set up, so that they were in the industry's first camp.

However, in recent years, Xiaomi AIOT has grown signs of slowing down. In 2021, Xiaomi IoT and consumer products revenue increased by 26%year -on -year. Compared with the previous high -speed growth, the revenue from IoT and consumer products in the first quarter of this year increased slightly by 6.8%year -on -year. And with the increase of access devices, Xiaomi ’s platforms have also been“ paralyzed ”due to technical problems and have been complained by consumers with a large area.

Although Xiaomi's intelligent ecology has developed for many years, the impact of early explosion strategies has always existed, and it is inevitable that some intelligent hardware control in the ecology and passive responses will inevitably occur.

In contrast, Huawei starts from the bottom structure, setting up the Hongmeng system that is more suitable for the Internet of Things. On the whole, the core of the intelligent scene of Huawei House is the home brain host and the central control screen, and the Hongmeng system is used as the cornerstone to link with various hardware companies.

But for most consumers, mobile phones are more suitable for the entrance to the smart home ecology, and the limitation of Huawei mobile phones is not conducive to the development of their smart ecology.

Xiaomi and Huawei's current development path can be understood as that Huawei is robbing the market share of Xiaomi AIOT business, while Xiaomi is looking for new stories.

It is worth mentioning that, as the most potential business in ecological construction of the two, smart cars are also completely left to play.

Lei Jun took out 100 billion yuan, built factories, invested in supply chain, and focused on research and development. Xiaomi, independent car construction, was quite real; Huawei's choice was to cooperate with car companies to empower intelligence.

It can be understood that Xiaomi car building is the idea of ​​Huawei Development IoT. Starting from 0, it is completely independent; Huawei ’s car building is a model of Xiaomi Development IoT to build a platform and help third parties to become bigger and stronger.

Perhaps it is Xiaomi's car building less information, and the outside world's questioning of Huawei's car building is far more than Xiaomi.

For the brand AITO launched by Huawei and Xiaokang, although the cooperation between the two parties has been upgraded, Huawei is only the role of supplier and channel vendors in the cooperation to empower the smart cockpit, which will lead to its core product Power and brand effects are inferior to other brands. For example, the M5 is considered by the outside world to change the SF5, and the M7 is questioned as the Dongfeng scenery Ix7, which is questioned as the "oil -to -electricity".

In summary, Xiaomi Internet of Things is hindered, and the car is still accelerating. The appearance of Leica can allow Xiaomi to sprint high -end on the mobile phone and tell new stories. And Huawei's effort, "speculative" car building can also stabilize part of the profit lost by the mobile phone business. It's just that the market changes are unpredictable. How long can the new stories of both parties be known.

@创

Author 丨 Editor Wang Siyuan 丨 Yi Page

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