Huawei and Xiaomi "copy each other"

“ Huawei has the best team 、 The best people . If I can't live today , Even if you go out to make shoes and socks , Huawei can build world-class brands .”2022 At the press conference in summer 2008 , Yu Chengdong's arrogant words once again sent him to hot search .

meanwhile , Lei Jun at the Xiaomi press conference next door , Again, benchmarking iPhone：“ In most cases , millet 12S Are better than apple , At least everyone is on the same starting line . Only a few tests , There is still a gap , But these gaps are being narrowed little by little , For standard iPhone It's not a slogan inside Xiaomi , It is a real detail after detail .”

Years later , It seems that mobile phone manufacturers are still keen on “ Mouth gun ”. However, if these words and the two press conferences are combined , We can see that Huawei and Xiaomi are two top intelligent hardware manufacturers in China , Two completely different strategic paths have been taken .

Big items  vs  Multi ecology

7 month 4 Within a day , Huawei and Xiaomi held meetings almost simultaneously 2022 New product launch in summer .

Just from the theme of both sides , Although Xiaomi is 12S New series launch , But occupy the propaganda poster C It is “ Xiaomi image strategy upgrade ” A few big words , The intention of the whole press conference and 12S The selling points of the series are very clear . On the contrary, Huawei seems to be in line , The theme is nova 10 Series and full scene new product launch , It's more like a small regular update .

However, the two press conferences have shown , We can clearly feel the sharp contrast between Xiaomi and Huawei .

Millet is as long as 2 An hour's press conference , Almost the whole process is about the introduction of images and 12S series , Only at the end, I used about 10 Minutes to introduce and release the Xiaomi Bracelet 、 The notebook 、 Router, etc AIoT product ; While huawei 3 An hour's press conference , Release mobile phone 、AIoT The time for products and cars is 1 In hours or so , Ask boundary M7 Yu Chengdong introduced himself .

A piece with more emphasis , Another focus is on ecology .

Review and compare previous press conferences , In fact, we can see the strategic shift of both sides .

2019 year , Huawei terminal president He Gang is in MWC19 Issued during 1+8+N After the whole scenario strategy , Almost every large-scale press conference will add “ The whole scene ” Three words , And take a lot of time to introduce the strategic process to consumers and release corresponding new products . Even in significant Mate 40 At the series launch , Huawei also spent half of its time introducing things other than mobile phones AIoT product .

After the release of Hongmeng Internet of things system and the announcement to help car companies build cars ,AIoT Products and cars have become the main objects of yuchengdong platform .

By contrast , The shift of Xiaomi's strategic focus is more obvious . from 2014 In, he entered the smart home industry for development AIoT after , In spring 、 Lei Jun can always be seen introducing Xiaomi TV wantonly at major press conferences such as autumn 、 Xiaomi watches and other related products ; But in the 2020 Nian shouts “ Lay down the burden , Make every effort to attack the high-end market ” After the slogan , The situation has changed .

Lei Jun gradually began to fade AIoT product , Mobile phones have once again become the focus of Xiaomi Group . The first Xiaolong's latest chip 、 Off screen camera technology 、 Folding screen and now Leica , One by one has become the key to the press conference .

Some people in the mobile phone industry think , millet 、 Huawei's shift in strategic focus is essentially related to its situation .

Huawei from 2020 After being cut off in ,“ Coreless ” The problem caused its mobile phone business to plummet , Although there is the blessing of Hongmeng , But its product power is also much lower than before , Market share is rapidly eroded , The revenue of consumer business is getting worse . In this context , Huawei needs to find a growth point that can replace the mobile phone business as soon as possible .

Hongmeng itself is an Internet of things system , And coincides with the outbreak of smart home and new energy vehicle market , In addition, Huawei has absolute advantages in communication technology ,AIoT And smart cars have naturally become the focus of efforts .

Xiaomi's strategic focus on mobile phones is related to its successive high losses .2020 In, Lei Jun announced that Xiaomi mobile will hit the high-end , But the effect is not ideal after a period of time . According to the Counterpoint data display ,2021 High end mobile phones （400 More than $ ） market , Apple alone 60% Share , The millet 2021 In, the market share of high-end mobile phones only accounted for 5%.

2022 Xiaomi released in 12, Because of fever 、 Poor experience and other reasons , Still failed to impact high-end success , There has even been a decline . According to the Counterpoint data , millet 12 The first month sales of the series 46 Ten thousand units , Compared with the millet 11 The first month of the series fell by as much as 60%.

What high-end products strive for is product power , If Xiaomi wants to stand firm in the high-end market , You have to be more unique 、 More valuable products .

The focus of the press conference shifted , On the one hand, we can intuitively see the current situation of the two companies , On the other hand, it can also reflect the development ideas of the two companies in the future .

Cars have a similar ending ？

all the time , The industry has a relatively consistent consensus on the transformation of traditional mobile phone manufacturers , Impact the high-end market or transform Internet of things enterprises .

What's interesting is that , Both Xiaomi and Huawei are affected by various factors , Chose to learn from each other .

Huawei once stood firm in 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 has plummeted , Start to turn to the Internet of things .

Xiaomi adopted the explosive strategy , Rate advanced into the field of Internet of things . But the final result is that enterprises in the ecological chain fly alone , After rapid development, the MI family encountered a bottleneck . It happened that Huawei fell , Xiaomi took advantage of the trend to enter the high-end mobile phone market .

But judging from the current results , Both sides are also facing difficulties .

It is difficult for Huawei to recover its high-end mobile phone business , Xiaomi did not occupy a large market share because of Huawei's withdrawal .

AIoT This aspect , Because Xiaomi was laid out earlier , By cultivating huge ecological chain enterprises , Build a relatively complete platform ecosystem , Make it always in the first camp of the industry .

But in recent years , millet AIoT Growth has shown signs of slowing .2021 Nian Xiaomi IoT Compared with the revenue of consumer products, it increased year-on-year 26%. The difference from the previous high-speed growth is , The first quarter of this year came from IoT Compared with the revenue of consumer products, it increased slightly year-on-year 6.8%. And with the increase of access devices , The platform built by Xiaomi has also been caused by technical problems for many times “ paralysis ”, Have been widely complained by consumers .

Although Xiaomi intelligent ecology has developed for many years , But the influence of early explosive strategy always exists , It is inevitable that some intelligent hardware in the ecosystem is complicated 、 Passive response and so on .

By contrast , Huawei starts from the lowest architecture , Build a Hongmeng system more suitable for the Internet of things . On the whole , The core of Huawei's whole house intelligent scene lies in the home brain host and central control screen , Take Hongmeng system as the cornerstone and work together with various hardware enterprises .

But for most consumers , Mobile phones are more suitable as the entrance of smart home ecosystem , Huawei's limited mobile phones are also not conducive to the development of its smart ecosystem .

The current development path of Xiaomi and Huawei can be understood as , Huawei is grabbing Xiaomi AIoT Market share of the business , Xiaomi is looking for a new story .

It is worth mentioning that , As the most potential business in the ecological construction of both , It is also completely different in the way of playing .

Lei Jun takes out 1000 Billion , Build a factory 、 Invest in supply chain 、 Focus on research and development , Xiaomi, which makes cars independently, is quite realistic ; Huawei's choice is to cooperate with car companies , Enable intellectualization .

It can be understood as , Xiaomi chose Huawei's idea of developing the Internet of things , from 0 Start , Completely independent ; Huawei makes cars , Xiaomi chose the mode of developing the Internet of things , Build a platform , Help the third party become bigger and stronger .

Maybe Xiaomi has less information about making cars , The outside world has more doubts about Huawei's car making than Xiaomi .

Take the brand launched by Huawei and Xiaokang shares AITO Come on , Although the cooperation between the two sides has been upgraded , However, Huawei is only a supplier and channel provider in the cooperation , Enable on the intelligent cockpit , This will lead to its core product strength and brand effect inferior to other brands . For example, ask the world M5 It is considered to be a modified Thalys SF5, Ask boundary M7 And was questioned as “ Oil to electricity ” East wind scenery ix7.

In short , Xiaomi Internet of things is blocked , The car is still accelerating , The emergence of Leica enables Xiaomi to sprint to the high-end on mobile phones , Tell a new story . And Huawei makes efforts to smart home ,“ Speculation ” Making cars can also stabilize some of the profits lost by the mobile phone business . Just the market is unpredictable , How long can the new story of both sides be told , I don't know .

@ Knowledge of science and technology   original

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