Domestic ink screen reader empower "immersive reading"

□ Our internship reporter Hu Jing

Earlier this month, Amazon officially announced that its Kindle electronic bookstore will stop operation from June 30. This marks the representative brand of the former e -book reader, Kindle, which is permanently withdrawn from the Chinese market. What impact will Kindle's departure on the domestic e -book reader market will have? How can my country's e -book reader related companies start a new situation under such changes?

Satisfy the rapid rise of domestic brands in innovation needs

"Amazon Kindle is committed to creating a complete reading experience for Chinese readers. As a innovative device focusing on reading, the Kindle e -book reader brings readers'" immersive reading "experience comparable to paper books. At the same time, the Kindle e -bookstore Provide hundreds of thousands of e -books for Chinese readers to meet the diverse and personalized reading needs of readers. "This is an advertisement published by Amazon Kindle after entering the Chinese market. In 2013, the Kindle e -book reader was listed in China, which once set off a wave of electronic reading; at the end of 2016, China became the world's largest market in Amazon Kindle equipment.

Li Chuangqi, general manager of Xiaomi Ecological Chain Intelligent Office Division, divided the brand structure of the e -book reader into the Amazon era and the post -Amazon era. Li Chuangqi told reporters that in the Amazon era, Kindle accounted for nearly 90%of the domestic e -book reader market. Although there have been domestic brands such as Hanwang, Chinese, more reading, and textual stone in China, it is difficult to shake the monopoly position of Kindle. Over time, in the Amazon era, on the e -book reader track, Kindle no longer led the show. Xiaomi, Huawei, Hisense, HKUST Xunfei, Palm Reading, ink cases, acquisition and other Internet and hardware brands all debuted Essence

"Domestic brands are closer to the innovation of local needs. At the speed of launching at least one new product each year, it has continuously enriched the choice of domestic consumers and challenged Kindle's previous" hegemon "status. It can be observed that regardless of whether Kindle withdraws from the Chinese market, domestic electronics in China, domestic electronics Book reader brands are rising rapidly, and it is unsatisfactory. "HKUST News said in the interview.

Rich product line ink screen involved in the office field

In 2007, Apple released the first generation of iPhone, known as the first year of the smartphone era. In the same year, Amazon released the Kindle e -book reader. Because of its special simulatory paper display technology, it is suitable for watching in the sun without damaging vision. It is passed down in reading the enthusiast group to form a certain scale of influence. The special technology of Kindle is the "ink screen". Compared with the LCD screen, the ink screen is more eye -catching, and it is not easy to get fatigue for a long time, which makes it one of the biggest selling points for e -book readers.

However, as the core technology side of the supply chain, due to the monopoly of patents, the research and development of large -sized ink screens in the world is mainly in the hands of Chinese Taiwan Enterprise ENK Yuan Tai Technology. Cheng Chao, the person in charge of Shenzhen Passing, previously stated that the main reason why domestic e -book readers are difficult to shake Kindle is that many of the ink screen markets rely on ODM companies to have its own technical team. However, the situation is different at the moment. The industry's head companies have formed their own R & D team and content service system. From the perspective of e -commerce platform data, the sales volume of HKUST Xunfei, Xiaomi, and Huawei all ranked among the top.

"The biggest feature of the ink screen is eye protection and low power consumption. At present, the domestic ink screen product line is very rich, ranging from 5.2-13.3 inches, and different sizes are adapted to different use scenarios to meet the needs of users with multiple needs. "Li Chuangqi told reporters that in addition to reading, ink screen products have also begun to appear in office application scenarios. For example, HKUST Xunfei launched the ink screen office book, using the combination of "artificial intelligence+ink screen" to effectively solve the user's office pain points, so that it has more time to think or participate in the meeting interaction, thereby improving office efficiency.

"In addition, some resource manufacturers in the field of education have also begun to pay attention to the ink screen market, launching competitive products to meet the needs of vertical people and obtaining better product returns. This may also be a huge value depression in the future." Li Chuangqi talked in the interview.

In an interview with reporters, the product manager of HKUST News also said that compared with Kindle, which can only be read, domestic ink screen products pay more attention to the user experience, and are more good at tapping user needs, so as to continuously enrich the use of ink screen products products Function. "In addition to personal office, domestic ink screen products have also played a huge role in the field of paper -free office and primary and secondary school students in government -enterprise -free office and primary and secondary school students. HKUST Xunfei's ink screen products are green and safe paperless reading and office; Yunnan Dali Bai Autonomous Prefecture has also been used in Xunfei Digital Reading Room products. "

"Holding Hand" Reading Platform, making a big market "cake"

After Kindle announced the withdrawal from the Chinese market, the palm reading immediately launched the Kindle file local import service, announcing that it will open a one -click migration function to help Kindle users introduce books to the handwriting to continue reading, and at the same time presented a monthly reading member. "As long as your book is here, you can move to the palm reading one click and enjoy the reading service without any worries." As an e -book reading platform, the reaction of the palm reading is not timely. There is no doubt that the reason for Kindle's defeat of Maicheng is many aspects. In addition to the development and growth of the domestic e -book reader brand, the fierce impact of the same e -book reading app is also the same. one. WeChat reading, Netease snail reading, Douban reading ... Extreme e -book reading platforms give reading enthusiasts more choices, and further divided the Kindle market.

However, unlike Kindle, the domestic e -book reader brand mostly chooses to "hold hands" with the e -book reading platform, strongly unite, and make this "cake" together, such as Huawei and Palm Reading, ink cases and ink cases and ink cases and ink cases and ink cases. The cooperation of Dao Dao, the cooperation of the HKUST Xunfei and Dangdang Book City, the cooperation between Xiaomi and reading, etc., allows consumers to more conveniently obtain e -books, read e -books more comfortably, and bring many books with them more easily.

"From the Fifth Plenary Session of the 19th CPC Central Committee, it clearly pointed out that by 2035, the existing power is completed, and the" 14th Five -Year Plan "proposes 'promoting the unity of the people's cultural needs and enhancing the spiritual power of the people', and then held in April this year this year. In the first National Reading Conference, the emphasis on promoting the reading and building a book incense in China. It can be seen that reading is one of the important ways to build a cultural power in the future. The habitual product will be the mainstream trend in the future. "Li Chuangqi told reporters affirmatively.

Constantly improving product performance with users as the core

At the beginning of Kindle, Jobs, the founder of Apple, pointed out: "This machine is good or bad, it is not important. The problem is that people are no longer reading." Is this true?

According to the "China Digital Reading Report of 2021", in 2021, the number of digital reading users in my country reached 506 million, and the per capita e -reading volume was 11.58. In 2021, 77.4%of adult citizens have read mobile phone reading, 71.6%of adult citizens have read online online reading, and 27.3%of adult citizens read on electronic readers. It can be seen that even in today's diversified entertainment methods such as video and live broadcasts, reading still occupies a place in the lives of many people.

"Kindle is never a 'instant noodle cover' for me. It is the favorite electronic equipment that I use every day where I go. Especially when traveling, it is surrounded by the sea. On the island of seven people, Kindle is more commonly around me than my mobile phone. "A netizen who learned that Kindle would withdraw from the Chinese market was so emotional.

So what kind of development will the domestic e -book reader market without Kindle's domestic e -book reader? Li Chuangqi believes that adhering to the use of users as the core, strengthening the in -depth cooperation with the e -book reading app content under the style of localization and high freedom, will be the development path of domestic e -book readers in the future.

"When the material needs of the people are gradually met, the cultural and reading needs cannot be ignored. Only the products that deeply understand and implement the user's reading needs are the products needed by the people. On the one hand, it continues to enrich the product experience in software, and on the other hand, it must be continuously innovated in hardware. "Li Chuangqi told reporters that today with consumption upgrades, domestic e -book readers, whether they are product definition, form, ID design, interactive interaction, There are obvious room for improvement in design and content aggregation. He said that in the future, domestic e -book readers should not grab users with mobile phones and tablets, but instead do huge supplements to "immersive reading" other than mobile phones and tablets.

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