首页

This article is mi band’s product experience report, which mainly focuses on the following aspects: product analysis, functional experience, operation strategy and competing product analysis, etc. It is a product experience report with clear and complete ideas to share with you.

This experience report mainly includes two purposes: first, deeply experience mi band and Xiaomi Sports APP, and systematically understand the functions of mainstream bracelets; Secondly, by thinking about the existing function of the bracelet, we explore the needs and significance behind the function and improve our product perception.

According to IDC monitoring data, from 2012 to 2018, global wearable device shipments showed a rapid growth trend. In the fourth quarter of 2018, global wearable device shipments were 59.3 million units, a year-on-year increase of 31.4%. In 2018, global wearable device shipments reached 172.2 million units, a year-on-year increase of 27.5%.

According to IDC’s forecast, the shipment of smart bracelets in 2019 is expected to be 54.2 million, accounting for 24.3% of the annual market. In the next five years, this market will maintain a state of no increase or decrease. By 2023, there will be 55 million smart bracelets in the world, accounting for 18.2% of the overall market, with a compound growth rate of about 0.3% in five years.

Although the growth rate of smart bracelets has slowed down, we can see that many bracelet manufacturers are taking advantage of low price and portability to make this product shine in specific industry applications.

A smart wearable device with outstanding endurance, which provides users with services such as sports record, health data management and mobile phone message synchronization, not only meets the needs of mass users for health data management and mobile phone message synchronization, but also meets the needs of users who love sports to record and share sports conditions.

According to the crowd portrait of Baidu Index, among the users in mi band,There are more male users, accounting for 69.11% of the total users, which is caused by the obvious difference in the cognition of cost performance between male users and female users. Xiaomi’s high cost performance comes from more competitive parameters at the same price, while the audience of equipment parameters is mainly male users.

Judging from the age distribution of users,The age group of users is mainly between 17 and 35 years old., including young students and office workers. This group of people has the characteristics of great economic pressure, long-term sedentary and love of sports.

According to the regional popularity of users, users in mi band are mainly distributed in Beijing, Shanghai, Guangzhou and other cities, followed by Hangzhou, Shenzhen and Chengdu. In generalUsers are mainly concentrated in first-tier cities and new first-tier cities.Users in these cities have a high degree of acceptance of science and technology products and are willing to pay for improving their quality of life.

Imagine the following typical user scenarios according to the target users:

Scene 1:

• Target user: male, post-90 s, office worker, coordinates of Beishangguang. The source of income is salary, which is mainly used for rent, daily expenses and friends’ entertainment expenses. Busy with work on weekdays, commuting to home and company at two o’clock and one line, without too much spare time.
• Typical usage scenario: NFC and Alipay payment functions were opened at the first time after getting the bracelet. Every morning and evening, you don’t have to take out your mobile phone and badge when you rush to the subway, punch in at work and buy food at noon. You can just use your bracelet to swipe your card and pay, which improves the convenience of life.

Scene 2:

• Target users: male, born in 1990s, college students, in first-and second-tier cities. The monthly living source is mainly the living expenses given by parents, pursuing cost performance, loving electronic products and sports, and relaxing by running and swimming when there is no class.
• Typical usage scenario: The mobile phone is not easy to carry when exercising, and it often interferes with one’s own exercise. Therefore, mi band, who has a relatively high price, is bought to record one’s exercise data, so as to understand the details of one’s exercise and conduct more targeted training.

Scene 3:

• Target users: male, born after 1985, rice noodles, first-tier cities. The source of income is the salary at work, and both husband and wife share the mortgage and family daily expenses. At the same time of careful calculation, we pursue the quality of life. There are many Mijia smart homes such as humidifiers, sweeping robots and chandeliers at home.
• Typical usage scenario: Before going to bed at night, I found that the room was very dry and forgot to turn on the humidifier in the bedroom. At the same time, the chandelier in the bedroom was not turned on. At this time, I was sleepy and didn’t want to get out of bed, so I woke up Xiaoai, a classmate with a bracelet, to turn on the humidifier remotely and turn off the chandelier to create a comfortable sleeping environment.

Scene 4:

• Target users: female, post-90s, college students, first-tier cities. I like shopping and taking photos at ordinary times, and I am keen on some cute little things with a sense of technology. I am used to watching the time with my watch.
• Typical usage scenario: I am used to watching time with a watch, and I know that Xiaomi 4 bracelet has not only the function of watching time, but also the function of message synchronization and NFC, so I successfully pulled out the Xiaomi 4 bracelet with colorful wristbands. After purchase, I am very interested in the cartoon theme of the dial in addition to the daily time watching and message synchronization functions, and will change the theme of the dial from time to time.

According to KANO Kano model, the functions that meet the basic needs of users are listed as basic functions, and the functions that meet the expected and exciting needs of users are listed as characteristic functions.

Mi band’s sports data records cover outdoor running, indoor running, cycling, walking, exercise, swimming and other sports modes. This experience analysis takes the most common outdoor running as the main experience scene, and describes the functional details of different stages according to the processes before, during and after running.

(1) Before running

1) Start running records in two ways to meet the needs of differentiated users.

Users can enter the running record function through mi band and Xiaomi Sports APP, which adapts to the running habits of different users.

When the user operates through the bracelet, because the information carried by the bracelet screen is limited, the user needs to slide the menu several times to search step by step. After entering the page, the bracelet will detect the connection and positioning with the mobile phone. After the positioning is successful, the user can confirm and start running.

In contrast, it will be much simpler to operate through Xiaomi Sports APP. Users can directly call up mi band’s running record page by clicking the running page BTN "Go", and can realize multi-terminal recording of bracelets and mobile phones.

2) The running interface has single function.

Xiaomi Sports APP calls the running record path of the bracelet, although it is simple, but the interface function is slightly simple. You can consider adding functions such as warm-up guidance before running, one-click listening to songs, and popular routes.

The warm-up guidance function can help users to complete the pre-run preparation work more professionally and avoid strain; For users who use the running recording function, most of them are long-distance running users, that is, more than 3km. The accompaniment of music can cultivate the rhythm of running, adjust the breathing rhythm, and make the running process no longer lonely; For some users who don’t like simplification and are willing to constantly explore new venues, they can recommend popular routes with their accessories to increase the motivation and interest of running.

(2) Running

1) Automatic pause to optimize the running experience.

When the user starts the running recording function through Xiaomi Sports APP, the user’s current state can be judged according to the user’s pace data. If the user pauses during running, the bracelet will automatically pause the recording. The intelligent pause function helps users to save the operation process of manual pause, so that users can switch between running and midway rest, and at the same time improve the authenticity of bracelet data records.

At present, the automatic pause function is only supported when the running record mode is started by the millet movement on the mobile phone. It may be considered that mi band has no built-in GPS module, and the coverage scenes and terminals of this function can be increased after the follow-up technology is feasible.

2) Pace metronome makes running more professional.

Pace metronome is mainly to meet the needs of professional runners to improve their pace and control their running frequency. This function is mainly transmitted to users through Xiaomi Sports APP. Users need to wear headphones. Users can customize the number of steps and adjust their running speed according to the frequency of beats in headphones.

3) You can’t control the music playing during running.

Most users have the habit of listening to songs while running. When they need to cut songs when they hear songs they don’t like, taking out their mobile phones will interfere with their running process, so it is much more convenient to cut songs with bracelets. However, at present, the running recording function and the music playing control function can not be parallel at the same time, which can not meet the needs of users to cut songs with bracelets when running.

4) The dynamic running information at both ends is not synchronized.

At present, Xiaomi Sports APP can synchronize the static data information of the bracelet users after the end of sports, but the synchronization of dynamic information in sports needs to be strengthened.

When the running record function is turned on in mi band, the running record function of Xiaomi Sports APP will be turned on during running. At this time, the running information of the currently connected bracelet will not be synchronized in Xiaomi Sports APP, but a new running information will be recorded based on the opening time.

(3) After running

1) Provide multiple data analysis dimensions.

Data statistics include the overall statistics according to the time dimension and the detailed statistics of each running record, which are presented in a combination of graphics and words, so that users can understand the detailed information of a certain cycle and a certain exercise at a glance and provide effective information for users to manage their own health. At present, monthly statistics does not support users to find the data statistics of the specified month, and this detailed function needs to be improved.

2) automatically trigger the share button after the screenshot of Xiaomi mobile phone.

When users use the screenshot function of Xiaomi’s mobile phone system, they will generate shared pictures and automatically jump to the sharing page, which is easier for users to share and also improves the exposure of mi band.

3) Post-run stretching course has not been provided yet.

Users will basically stretch after running, but the running page in Xiaomi app does not provide stretching courses. The course of Xiaomi sports is placed in the "course" tab independently, lacking close integration with user behavior.

The bracelet mainly analyzes the sleep state through the body motion recorder, that is, through gravity sensors and sensors to conduct the wearer’s body motion frequency to analyze the sleep state.

(1) Function description

Users can experience the sleep monitoring function when they wear a bracelet to sleep. On the sleep record page of Xiaomi Sports APP, information such as the user’s sleep duration, sleep score, deep sleep and shallow sleep duration, sleep analysis, sleep regularity and sleep analogy of similar users will be provided.

The statistics function at the bottom of the page can show the user’s sleep duration in the form of histogram according to different time periods, so that users can intuitively understand the recent sleep rules.

(2) Functional thinking

Thinking 1: Due to the technical limitations of the bracelet and different personal constitutions, the absolute value data of the best sleep structure is not directly given, but the comparative data of sleep among users is given, so that users can have a clearer positioning of their sleep status;

Thinking 2: Adding today’s feedback function at the bottom of the page is a bright spot. Through the daily feedback of users, the calculation rules of sleep score can be positively corrected, making sleep score more accurate;

Thinking 3: The content of sleep quality analysis is general and lacks pertinence. Considering that it may be limited by existing technology, data and other aspects, with the improvement of hardware equipment, the module will be more intelligent;

Thinking 4: At present, mi band only supports sleep recording at night, but does not support sleep monitoring function during the day. On the one hand, it is speculated that the nap time during the day is short, there are fewer users who fall asleep during the day, and the demand is small; On the other hand, the black-and-white upside-down routine is contrary to the theme of Xiaomi’s healthy life.

(1) Function description

The message synchronization function of mi band allows users to start the message synchronization service of incoming calls, SMS and APP according to their own needs. When the message is received on the message screen of the mobile phone, the bracelet will vibrate to remind users.

This function provides great convenience for users who are inconvenient to check messages when their mobile phones are in their pockets, and users who are used to mute their mobile phones but don’t want to miss important calls.

(2) Functional thinking

Thinking 1: The message synchronization function is comprehensive in details. In the setting options of incoming call reminder function, users can set functions such as delayed reminder and not reminding strange numbers; For the APP notification reminder, the user can choose to remind only when the mobile phone turns off the screen;

Thinking 2: The message synchronization function cooperates with do not disturb mode to improve the intelligence of the bracelet. Do not disturb mode will automatically help the user turn on the do not disturb mode when the user goes to sleep, so as not to synchronize the mobile phone messages and avoid disturbing the user’s sleep;

Thinking 3: For the setting of APP reminder function, it will be more troublesome to slide up and down to find the specified application because there are many mobile phone applications. It is suggested to add a search box or arrange the application order according to the user’s usage time.

(1) Function description

On the premise of keeping the bracelet connected to the APP, you can call out Xiao Ai by swiping the screen right. Limited by the speaker, Xiaoai students will not respond to the instructions by voice, but by text on the screen. Users can command Xiaoai students to inquire about the weather, record sports data, measure heart rate, etc. by voice, and Xiaoai students can also link with Mijia’s smart home to intelligently control the smart home switch.

(2) Functional thinking

Thinking 1: The screen of the bracelet is small, and the user’s operating space is limited. Xiaoai students provide users with a more convenient way to use by voice interaction. At the same time, the smart home is controlled by the bracelet, which not only builds the integrity of Xiaomi’s ecological closed loop, but also builds a core barrier for mi band.

Thinking 2: At present, when Xiao Ai encounters an unrecognized instruction, the user needs to manually return to the main page. It is suggested that when Xiao Ai meets an unrecognized instruction, he should inform it in words on the screen and then return to the main page automatically. Because of the limited recognition accuracy of the bracelet, users often lose patience when they give instructions for many times and fail to get a correct reply. Manual operation by themselves and automatic exit from the main page can simplify the user’s operation path.

(1) Function description

There are two ways for users to set the dial background, which can be set directly on the bracelet or through Xiaomi Sports APP. When setting the dial background on the mi band, users need to slide up and down to view different themes. Touching the dial can complete the setting of favorite themes, and then automatically return to the home page after the theme setting is completed.

The number of dial backgrounds provided on the bracelet is small, in contrast, the dial background in Xiaomi Sports APP is richer and more personalized. When users set the dial background through Xiaomi Sports APP, they can choose an online dial or a custom dial, in which the online dial contains many popular images such as Watch Pioneer, Qin Shimingyue, and My Emperor Wan Shui. The custom dial allows users to upload photo album pictures and set the background.

(2) Functional thinking

Thinking 1: Because dial wearers have different ages, genders and preferences, the function of supporting users to customize the dial background is convenient for users to set their favorite dial themes, which improves the fun and user experience of wearing bracelets. At present, the background of online dial is obtained free of charge. In the future, it may be considered to increase the theme background form and acquisition threshold. For example, 10,000+steps per day can unlock the new dynamic background and integrate different functions more naturally.

Thinking 2: Set the dial background on the bracelet to guide the user to browse the theme up and down. The "↑↓" arrow is a two-dimensional plane static, which is easy to give the user the illusion that he can click, and there is a mistake when browsing the theme. It is suggested to change the arrow to a dynamic or more three-dimensional effect to guide the user’s operation more clearly.

This part will analyze the operation strategy of Xiaomi Sports APP from two aspects: promoting retention and realizing. Because the number of new users of Xiaomi Sports APP strongly depends on the number of users in mi band, we will not analyze the strategy of pulling new users.

(1) launch the community plate.

Xiaomi Sports APP provides a community module to carry its content and social functions. Its core functions include community popular content recommendation, content display of people concerned, recommendation of hot topics, recommendation and release of hot people.

For Xiaomi Sports APP, the community section allows users to interact and communicate, meet users’ sense of belonging and social needs, and promote users to use products in more fragmented scenes.

At present, the community sector is still in the early stage of functional construction, and there is no clear and mature strategy for content integration, recommendation mechanism and content distribution.

(2) material incentives for popular activities

According to the season and current hot spots, popular activities with different themes are launched. Most of the activities are to encourage users to wear mi band+use Xiaomi Sports APP, and they can obtain shopping vouchers and electronic product lottery qualifications by continuously completing the specified goals in one cycle.

From the user’s point of view, this activity promotes the user’s enthusiasm for sports, helps users build goals and develop good sports habits; From the product point of view, the continuous activity form of punching cards has a significant effect on periodically improving user activity and retention, and it can also be used as an experiment before some functions go online to assist decision-making.

(3) medal building growth system

Xiaomi Sports encourages users to participate in activities and exercise more actively by setting different kinds and levels of medals, thereby enhancing user activity, increasing the cost of leaving and keeping it. As shown in the figure, there are a large number of medals, and each medal has a different pattern and name, which maximizes the collection desire and sense of accomplishment brought by the visual differences of medals to users.

For users, medals can’t be exchanged for material rewards like points, so consider giving medals exposure in more scenes to satisfy users’ show-off psychology.

At present, the main exposure exit of medals is personal homepage. It is suggested to add the medal wall function after the user’s nickname in the "community" function module, so that users can choose the medals they want others to see. This can keep users fresh about medals and increase the motivation to collect medals.

(1) Course payment

Under the "Courses" tab, there are many kinds of sports-related courses such as fitness, running, aerobics and yoga, including paid and free courses.

Course navigation at the top of the first screen of the page can help users find the target course faster, and courses with different themes are also launched at the bottom of the first screen. For users who have fragmented time to exercise, users who are unwilling to pay high fees for fitness instructors, and users who love sports but lack professional knowledge, the course area can guide them to exercise anytime and anywhere at a lower price.

Course payment, as the main service of the realization function of Xiaomi Sports APP, is slightly rough in many functional details. The details are as follows:

1) The screening conditions of sports course navigation lack "free" and "paid" conditions. Many users just came to the course area, preferring free courses and having lower willingness to pay. At this time, if users can quickly find high-quality free courses, they can improve their goodwill and promote the payment behavior;

2) The labels of physical education courses are not updated in time. It is known in the shivering late autumn that the course label still has a label that is out of season, such as "Summer Slimming Raiders".

3) Try to see that there is no pause button on the course playing page. If users want to pause, they can only exit and re-enter. Considering that this function aims to encourage users to do it in one go during the exercise, don’t give up halfway, but it will greatly reduce the experience of users watching the course.

(2) Health services

At present, the realization mode of health service is still in the initial stage, including improving insomnia, reducing fat and genetic testing services. Users can enjoy online or online+offline services after paying.

The types and quantity of services are limited, but in recent years, Huami has accumulated a large number of users’ life and health data, which provides a barrier for its follow-up health services. At the same time, with the arrival of 5G and the maturity of AI technology, health service will become the main force point of its realization mode.

The release date of Glory Bracelet 5 is only one month away from that of mi band 4, and their prices and user portraits are similar, so we choose Glory Bracelet 5 as a competing product for analysis. The functional pairs of the two are shown in the following table:

Compared with Glory Bracelet 5, mi band 4 has the following advantages:

1. The battery life can reach 20 days, which enriches functions and continues mi band’s excellent battery life;
2. Built-in voice assistant of Xiaoai classmate makes voice control more convenient;
3. Control the smart home. After the bracelet is connected to the IoT device, the smart home can be remotely controlled by voice.

At the same time, mi band 4 also has some problems to be improved:

1. Detachable charging brings great inconvenience, which will lead to problems such as loose wrist strap and ash entry for a long time;
2. The related health management functions are not perfect, lacking the functions of blood oxygen monitoring and sleep eye movement monitoring.

(1) Advantages

1. Long endurance and high cost performance have accumulated a large number of users for mi band.
2. The new entrance of smart home has richer application scenarios to help users connect multiple services in the Xiaomi ecosystem in series.

(2) disadvantages

In order to maintain high cost performance, there is often a shortage problem, and there is a potential risk of losing users.

(3) Opportunities

1. China government’s concern for health has injected impetus into the smart wear industry.
2. The arrival of 5G provides technical support for the development of smart bracelets in sports, medical care, health and other industries.
3. People’s consumption level is constantly improving, consumers’ health awareness is also constantly improving, and there are still a large number of users in the market who have potential demand for mobile phones.

(4) threats

1. In the next five years, faced with the competition of smart wearable devices such as smart watches and smart headphones, the growth rate of the smart bracelet market will slow down;
2. The homogenization of bracelets is serious and the data measurement is not accurate enough. How to improve data accuracy while maintaining cost performance and launch a bracelet with subversive and innovative functions is an urgent problem to be solved at present.

1. You can’t control the music during running.Most users have the habit of listening to songs while running. However, at present, the functions of running record and controlling music playback cannot be parallel, which affects the song-cutting behavior of users during running. Consider adding the background running function of sports record.
2. There is no pause button on the sports course playing page., if the user wants to pause, smart exit and re-enter. Course is one of the ways to realize Xiaomi’s movement. The lack of "pause" button has seriously affected the enthusiasm of users to learn the course. It is suggested to increase the pause function as soon as possible.
3. The functional modules are fragmented and lack of integration.For example, there is no stretching course guidance before and after running, there is a lack of display of user medals in community UGC content, and there are no thresholds such as payment and sports standards for dial theme acquisition. It is suggested that sports records, courses, growth system, community, dial setting and other functions should be infiltrated with each other to form a mutually reinforcing effect.
4. Sleep monitoring only supports at night., unable to detect the user’s nap data, the lack of this function will lead to imperfect data records, which may have a certain impact on the subsequent in-depth health field.

　

This article was originally published by @ Summer. Everyone is a product manager. It is forbidden to reprint without the permission of the author.

The title map comes from Unsplash and is based on CC0 protocol.

　　[car home New Car Launch] On December 28th, Xiaomi Automobile held a technical conference, and the long-awaited (|) was also unveiled. Xiaomi SU7 is positioned as a pure electric medium-sized and large-sized car, which is equipped with a number of brand-new technology products such as Xiaomi super motor, self-developed CTB battery and autonomous driving technology. In terms of power, the maximum power of Xiaomi SU7 dual-motor version is 673 horsepower, the acceleration time from 0 to 100 km/h is 2.78 seconds, and it is equipped with Contemporary Amperex Technology Co., Limited ternary lithium battery with a capacity of 101kWh, and the CLTC cruising range is 800km. The single-motor version has a maximum power of 299 HP, an acceleration time of 5.28 seconds from 0 to 100 km/h, and a capacity of 73.6kWh. The CLTC cruising range is 668km.

　　The information of this conference is huge. Lei Jun showed the technological breakthroughs made by Xiaomi Automobile in "grinding a sword for a thousand days", and at the end of 2023, it gave the car circle a new shock. Xiaomi released five technologies in this conference, including Xiaomi super motor, Xiaomi self-developed CTB battery technology, super die casting, autonomous driving technology and Modena platform architecture. See below for details. Friends who are not interested in technology can also turn directly to the bottom of the article to see the car.

More exciting videos are all on the car home video platform.

■ Xiaomi Super Motor

　　At the press conference, Xiaomi brought a self-developed super motor with innovations in rotor materials, stators, silicon carbide and other technologies. The motors are divided into three models: HyperEngine V8s, V6 and V6s. The V6 has a maximum power of 299 HP and a peak torque of 400N·m, and adopts a 400V architecture. The maximum power of V6s is 374 HP, and the peak torque is 500N·m, and it adopts 800V architecture. The maximum power of V8s is 578 horsepower, the peak torque is 635N·m, and the highest efficiency is 98.11%. The power density is 10.14kw/kg, and it will get on the train in 2025. In addition, Xiaomi has developed the pre-research technology of super motor rotor, which has achieved the highest speed of 35000rpm in the laboratory.

■ Xiaomi self-developed CTB battery technology

　　Xiaomi SU7 adopts 871V silicon carbide high-voltage platform, and its integration efficiency reaches 77.8%. In the mature system, it can support up to 132kWh capacity and achieve 1000+km CLTC battery life. The upper limit of the platform can support up to 150kWh capacity and 1200+km CLTC battery life. Xiaomi has independently developed CTB(Cell to Body) battery technology. In terms of key technological innovation, it adopts two-in-one floor cover, battery cell inversion, multi-functional elastic interlayer and minimalist wiring harness, which improves the overall integration efficiency by 24.4%.

　　"CTB" is one of the battery integration technologies. At present, there are CTP(Cell to Pack), CTC(Cell to Chassis) and CTB(Cell to Body) in the industry. Among them, CTP was first put forward by Contemporary Amperex Technology Co., Limited, and BYD’s blade battery is one of the best. CTB is simpler and more direct in structure, reducing the space lost due to the connection between the car body and the battery cover, and further improving the space utilization rate. CTC is mounted on models of Tesla, Zero Run and other brands.

　　In terms of battery safety, Xiaomi adopted the industry’s first "battery inversion" technology, with the pressure relief valve facing downwards, and in extreme cases, it quickly released energy downwards to ensure the safety of the passenger compartment to the greatest extent. In terms of physical protection, it adopts 14 layers of protection; And with unique heat dissipation and heat insulation design; At the same time, it is also equipped with a full-stack self-developed battery management system and battery cloud security to ensure battery safety in a multi-pronged manner. Xiaomi battery adopts 17 layers of high-voltage insulation protection, dual large-area active water cooling, 165 pieces of aerogel insulation material on the side of the battery cell, and is equipped with Che Yun collaborative safety early warning, and the battery management software is self-developed.　

　　In addition, Xiaomi also released an efficient dual-mode heat pump. The heat pump has two modes. Direct type: special heat is directly supplied to the passenger cabin to improve heat transfer efficiency. Indirect: one heat is used to connect multiple heat paths to meet the needs of more scenes. At-15 C CLTC, the comfortable temperature of the passenger compartment can be maintained without additional heater. At-20 C, heat can still be extracted from cold air to supplement heat energy for the passenger compartment.

■ Super large die casting technology

　　Xiaomi independently designed the "9100-ton integrated large die-casting equipment cluster system", which is self-developed and self-built from aluminum ingots to finished castings, including 9 processes, 60 equipment and 433 process parameters. Realize the integration of 72 parts of Xiaomi automobile rear floor, reduce 840 solder joints, reduce weight by 17%, and reduce production hours by 45%.

　　This "9100-ton" data is leading in the industry. As a reference and comparison, in 2020, Tesla got a 6000-ton Giga Press die casting machine from Lijin, and Lijin is also providing a 9000-ton Giga Press die casting machine for Tesla. And companies such as Krypton and Gaohe have 7200-ton die casting machines. If you want to know more about integrated die-casting, please click "40% cost reduction". Can integrated die-casting really seal the gods? 》。

　　The integrated die casting process is suitable for high-end and large-volume vehicles, which can reduce part of the cost. Of course, the blowhole problem in die casting and the thermal expansion and cold contraction after heat treatment must also be faced. In this regard, Tesla, Gaohe and other car companies have independently developed aluminum alloy materials, and Xiaomi is no exception. Xiaomi also released the 72-in-1 integrated die-casting floor, which reduced the weight by 17% and reduced the noise in the car by 2 decibels.

　　In addition, Xiaomi also released the self-developed "Titan Alloy", which is a high-strength and high-toughness heat-treatment-free environmental protection die-casting material. Trace elements such as rare earth and zirconium are added to the formula to further enhance the strength of the material.

　　After Tesla started the wave of integrated die casting, its maintenance cost has also attracted the attention of all parties. In this regard, Xiaomi adopts a three-stage maintainable design, which integrates the floor after die casting+collapse zone+anti-collision beam, significantly improving the structural strength, and there is no need to replace large die castings for medium and low speed collisions.

■ Automatic driving

　　Last August, Xiaomi Xiaolu used her own assisted driving ability to realize automatic U-turn, automatic right turn, automatic detour, automatic detour of accident vehicles, automatic detour around the island, zebra crossing to yield to pedestrians, autonomous parking service, automatic detour of 90-degree extremely narrow bend, automatic charging of mechanical arm and so on.

　　Today, Xiaomi’s autopilot assistance has ushered in a breakthrough. Xiaomi autopilot system is equipped with 1 lidar, 11 high-definition cameras, 3 millimeter-wave radars and 12 ultrasonic radars. The chip is equipped with two NVIDIA DRIVE Orin chips with a computing power of up to 508TOPS. Xiaomi SU7 is equipped with full-stack self-developed intelligent driving technology, with advanced technologies such as zoom BEV, large road model and super-resolution network occupation.

　　Xiaomi autopilot system has 27 functions in three categories: high-speed navigation, urban navigation and parking service. Xiaomi will open NOA in 100 cities next year, and announced that Xiaomi smart driving will enter the first camp in the industry in 2024. For reference, the NOA progress of the head player’s city is as follows.

■ Xiaomi Auto Modena Platform Architecture

　　The "Modena" platform architecture of Xiaomi Automobile starts from the underlying technology and adopts forward development, which consists of product attributes, standardization system and underlying technology modules. The platform enables Xiaomi Automobile to achieve 82km/h Elk test results, 51 000 N m/deg torsional stiffness, 77.8% volume efficiency of battery and 99.81% peak efficiency of motor, creating many firsts in the industry.

■ Xiaomi 澎湃 OS

　 　 On the 27th, Xiaomi 澎湃 OS launched a new logo to meet you with a new image. 澎湃 OS is the largest underlying reconstruction in the history of Xiaomi system. This system is not only suitable for mobile phones and smart homes, but has been upgraded to the whole ecology of people, cars and homes. Xiaomi also introduced NPU technology, so that its large model can be arranged in the terminal, rather than in the cloud, and the real large model can be boarded.

■ Xiaomi’s new strategy is "the whole ecology of people and cars"

　　Lei Jun said that with the release of Xiaomi Auto SU7, "the whole ecology of people and cars" finally closed, and ushered in a "leap" moment. That is to say, fully open up the scenes of "people, cars" and "home", realize seamless connection of hardware and equipment, cooperate in real time, drive industrial chain partners, and create a super intelligent ecology with people as the center and active service to people.

　　Xiaomi 澎湃 OS has opened more than 200 categories, including Xiaomi Auto, with Xiaomi HyperConnect cross-end interconnection framework, efficiently connecting more than 600 million devices around the world, covering more than 95% of users’ life scenes, so that intelligence can serve everyone in detail. At the same time, because of the empowerment of AI, people’s operating habits will make "the whole ecology of people, cars and homes" smarter. As an intelligent center, Xiaomi HyperMind can perceive and learn people’s daily habits and provide active intelligent services. In day-to-day use, Xiaomi 澎湃 OS will unconsciously become an intelligent center that knows you better.

■ Xiaomi SU7

　　We have photographed the real car of Xiaomi SU7. Let’s take a look at this new car. According to the official, the headlights of the new car are designed in the shape of meters. Among the squint models, the big eyes of Xiaomi SU7 can be said to be "rare and valuable". Headlights adopt rounded polygon shape, and the interior adopts a light cavity structure similar to a rice shape to enhance recognition. In addition, there is a real air duct under the headlights to help the brake system dissipate heat, and the lower enclosure and the hood highlight the sense of movement, which is quite sporty. In addition, the drag coefficient of the car is only 0.195Cd.

"Three body colors, namely olive green, elegant gray and bay blue"

More exciting videos are all on the car home video platform.

　　From the side, the new car does not use a hidden door handle, and it is equipped with two different petal-shaped wheels and yellow calipers, which looks young and lively. From the rear of the car, the LOGO is consistent with xiaomi’s LOGO, and the pinyin of "Xiaomi" at the tail highlights its identity. The silver decoration around it highlights the sense of strength, and the active tail highlights the sporty atmosphere. In terms of body size, its length/width/height are 4997/1963 /1440mm respectively, and its wheelbase is 3000mm.

　　In terms of power, Xiaomi SU7 dual-motor version has a maximum power of 673 HP, a peak torque of 838N·m, a 0-100km/h acceleration of 2.78 seconds, and a maximum speed of 265 km/h. It also has Boost mode and ejection start mode. The braking system is equipped with Braebo four-piston calipers, and the braking distance is 33.3m at 100-0 km/h. The dual-motor version is equipped with a Contemporary Amperex Technology Co., Limited ternary lithium battery with a capacity of 101kWh, with a CLTC battery life of 800km, and is equipped with an 800V super fast charge, with a battery life of 220km in 5 minutes and 510km in 15 minutes. The single-motor version has a maximum power of 299 HP, an acceleration time of 5.28 seconds from 0 to 100 km/h, and a capacity of 73.6kWh. The CLTC cruising range is 668km.

　　Look at the interior of the new car, which is equipped with three steering wheels and red decoration around the driving mode switch button, highlighting the sense of movement. On the screen side, the new car uses a 7.1-inch flip instrument screen and a 16.1-inch central control screen with a resolution of 3K, and is equipped with a 56-inch HUD with a maximum brightness of 13000nit. In addition, SU7 also retains most of the physical keys, making it easier to operate common functions.

"Xiaomi intelligent fragrance machine"

　　The interior of Xiaomi SU7 will be available in three colors: Galaxy Grey, Obsidian Black and Twilight Red. In addition, it will be equipped with ambient lights, sports style Nappa leather seats, 5.35 square meters glass roof, 15-speaker sound system and so on. The new car has a large-capacity front compartment of 105L L. In addition, the storage space of the center console supports hardware expansion. The picture above shows the Xiaomi intelligent fragrance machine.

　　In terms of car system, Xiaomi 澎湃 OS will be installed in the car system of SU7. Xiaomi SU7 is equipped with Snapdragon 8295 chip, and the Xiaomi tablet can be seamlessly mounted on the car, which is used as the rear expansion screen. Xiaomi SU7 supports five-screen linkage, and its application ecology covers mainstream in-vehicle applications, tablet applications and mobile phone applications, supports CarPlay and airplay, and supports Apple iPad to get on the bus.

　　In addition, Xiaomi CarloT Ecology will be fully open to the three parties, with a unified standardized interface, the richest communication standard protocols and a lightweight transformation plan for existing equipment. In addition, Xiaomi Car Machine innovatively applies streaming upgrade technology, and OTA upgrade speed is faster. The cockpit system is upgraded in 3 minutes and the whole car is upgraded in 30 minutes.

　　In terms of channels, Xiaomi should adopt a model similar to the series of questions, and put the car in Xiaomi House for display and sales. The staff of a Xiaomi Home store in Xujiahui, Shanghai introduced that the exhibition car will arrive at the store in the first quarter of next year. A staff member of a Xiaomi home in Beijing said that many Xiaomi stores in Beijing are small in size and located on the first floor of the shopping mall, which makes it difficult to place the exhibition cars. Therefore, Xiaomi will transform existing large-scale stores and open a new Xiaomi home to sell cars. A staff member of a Xiaomi store in Foshan, Guangdong, said that some leaders have visited the store to inspect the location of the exhibition car, and other stores with exhibition cars will be selected according to the area.

■ History of Xiaomi’s car making

　　Give you a brief timeline:

　　1. On March 30, 2021, Lei Jun, the founder of Xiaomi, said in a public speech that in the next decade, Xiaomi will invest 10 billion US dollars to build cars, and Lei Jun will be personally responsible for the car-making business.

　　2. In September 2021, Xiaomi Automobile Co., Ltd. was incorporated. On November 27th of the same year, the Management Committee of Beijing Economic Development Zone signed a cooperation agreement with Xiaomi, announcing that Xiaomi Automobile had settled in Beijing Economic Development Zone.

　　3. In March 2022, Xiaomi Automobile announced that the first production car will be officially mass-produced in the first half of 2024.

　　4. In August 2022, on the 500th day of Xiaomi’s official announcement to enter the electric vehicle industry, Lei Jun announced the latest progress of Xiaomi Automobile at the autumn new product launch conference-the goal is to enter the first camp of the auto driving industry in 2024.

　　5. In 2023, spy photos, design drawings, pictures drawn by media and individuals of Xiaomi Automobile began to flow out gradually.

　　6. In November 2023, Xiaomi SU7 was declared to the Ministry of Industry and Information Technology.

　　7. At the end of December 2023, Xiaomi announced that it would build a car for 1000 days, and the first press conference was held today.

■ Edit comments

　　After being in the car circle for so long, I once believed that "there is nothing new under the sun", but I have to say that Xiaomi’s press conference was really interesting for a long time. At the end of 2023, when the new forces became old guns, this new catfish made us find the original fun.

　　This is the best time. China new energy automobile enterprises hit the water in the middle, the waves stopped the flying boat, and actively participated in development and change; It is also the worst time. Dozens of car companies are rolled into a pot of porridge, and the number of car companies that disappear is countless. Therefore, I maintain a positive and respectful attitude towards the newcomer Xiaomi. We pay attention to the new forces of building cars. Isn’t it just that we love the strength of "being in the prime of life and scolding Fang Qiu"?

　　Of course, we have to admit that, no matter how good it is, cars are essentially used to drive. We expect the follow-up Xiaomi SU7 to give you more surprises in the real car experience, and please look forward to the follow-up evaluation content of car home. (Text/car home Xing Yueyang)

　　At the 2018 Mobile World Congress (MWC) in Barcelona, Spain, 5G has become one of the hottest keywords. Compared with the concept, framework and possibility of 5G discussed more in the past, a number of important breakthrough China 5G products were unveiled in this year’s conference, and some mature technologies and application scenarios were also displayed in the exhibition, which started the countdown to welcome the arrival of the 5G era.

　　dynamic

　　Huawei released the first 5G commercial chip and terminal.

　　As one of the largest annual exhibitions in the global communication field, there are many voices and highlights from China enterprises at this World Mobile Communications Conference. During the exhibition, Huawei released the first 5G commercial chip and terminal based on 3GPP standard, and ZTE and other companies also demonstrated their respective scientific and technological strength. According to the analysis, these new products mean that China enterprises are taking the lead in the field of 5G.

　　It is reported that Huawei’s 5G chip released this time — — Balong G5 G01 is the first 5G network product supported by the 3GPP standard. At the same time, Huawei also released Huawei 5G CPE, the first 3GPP standard 5G commercial terminal based on this chip. According to reports, the product is divided into two types: low-frequency (sub-6 GHz) CPE and high-frequency (mmWave)CPE. Among them, 5G low-frequency CPE can download an episode of online drama in less than 1 second, which can support various high-definition video and entertainment applications such as VR high-definition online video and VR online games based on 5G networks in the future, and is compatible with 4G and 5G networks. The release of Huawei’s first 3GPP standard 5G commercial chip and terminal is considered by the industry as one of the breakthroughs in 5G products, and it also marks the gradual opening of the 5G era at the industrial level.

　　During this conference, ZTE also highlighted the end-to-end solutions for commercial technologies, networks and industrial applications of 5G, including a new generation of 5G full range of base station products. According to reports, the new generation of 5G high and low frequency AAU released by ZTE supports the new air interface of 3GPP5G NR, supports the mainstream frequency band of 5G in the industry, and adopts a number of key technologies of 5G, which can meet the diverse scenarios and needs of 5G commercial deployment, and has been applied in domestic 5G testing and 5G testing of operators in many countries and regions.

　　"China has become the most dazzling star on the 5G stage" and "the world looks at 5G, and 5G looks at China". Relevant professional analysis points out that China’s communication technology has gone through the following in the 2G era, the participation in the 3G era, and the breakthrough in the 4G era. In the 5G era, China has successfully entered the first echelon.

　　pay close attention

　　5G smartphones will be available in the first half of next year.

　　In the terminal exhibition area of this conference, a conceptual mobile phone with ultra-high speed of 1.2Gbps also attracted a lot of attention. It is understood that this smart phone product, which is praised as "quasi-5G" or "pre-5G" by the industry, takes less than two seconds to download a high-definition movie.

　　It is worth mentioning that during the current Mobile World Congress, China Mobile announced that it would jointly launch the "5G Terminal Pioneer Program" with 20 terminal industry partners around the world. The plan aims to launch the first batch of 5G terminals as soon as possible in the early stage of the industry, promote multi-party cooperation and jointly establish a mature 5G terminal industry ecology.

　　According to reports, the plan has been widely responded and actively supported by the terminal industry, including 6 mainstream chip companies such as Qualcomm, Huawei, MediaTek, Ziguang Zhanrui, Intel and Samsung, and 10 mainstream terminal companies such as Huawei, OPPO, vivo, Xiaomi and Samsung.

　　China Mobile expects that all parties will make concerted efforts to launch the first batch of 5G chips that meet the needs of operators before the end of 2018, and release the first batch of 5G pre-commercial terminals, including data terminals and smart phones, in the first half of 2019. The analysis believes that this also means that many brands of 5G mobile phones are expected to be available in the first half of next year.

　　prospect

　　There are still about two years before the real outbreak of 5 G.

　　According to the plan of the Ministry of Industry and Information Technology, the three major domestic operators are expected to realize the scale commercialization of the fifth generation communication technology in 2020. According to the data, since 2013, China has taken the lead in launching the 5G test and R&D process. At present, China’s 5G commercialization process has been promoted in an orderly manner, and technology research and development testing has officially entered the third stage this year. The 5G field tests of the three major operators have been started one after another, and the pilot construction has been stepped up.

　　At the same time, a number of recent developments that have emerged since the second half of last year show that 5G promotion is accelerating. Industry analysts believe that although there are still about two years before the real outbreak of 5G on the commercial timetable, the wrestling of the 5G industrial chain has been fully rolled out. The analysis also pointed out that with the commercialization process of 5G network, it will drive the development of applications such as car networking, Internet of Things, drones and cloud computing, which means that 5G will not only become a new round of development opportunities for the global communication industry, but also create opportunities for the rise of various emerging information technologies.

　　The 5G economic report released by IHS, a market research organization, predicts that by 2035, 5G will create 12.3 trillion US dollars in global economic output and create 22 million jobs. Among them, China will have 9.5 million jobs, ranking first in the world, far exceeding the United States (3.4 million).

　　The White Paper on the Economic and Social Impact of 5G issued by relevant institutions in China also pointed out that 5G, as a general-purpose technology, will open up a new era of mobile communication development, accelerate the process of economic and social digital transformation, and push the development of China’s digital economy to a new level. The white paper predicts that the direct output and indirect output driven by 5G will reach 6.3 trillion yuan and 10.6 trillion yuan respectively in 2030. In terms of direct output, according to the official commercialization of 5G in 2020, it is estimated that it will drive about 484 billion yuan of direct output in that year, and it will increase to 3.3 trillion yuan and 6.3 trillion yuan in 2025 and 2030 respectively, with a compound annual growth rate of 29% in the past ten years. In terms of indirect output, in 2020, 2025 and 2030, 5G will drive 1.2 trillion yuan, 6.3 trillion yuan and 10.6 trillion yuan respectively, with a compound annual growth rate of 24%.

　　News memory

　　5G can finish a 1080P movie in a few seconds.

　　What is 5G? The relevant technical specifications of the International Telecommunication Union (ITU) have identified eight key capability indicators for 5G. According to reports, the peak rate of 5G in the future can reach 20Gbps. Other capability indicators include user experience data rate of 100Mbps, delay of 1 millisecond, connection density of 1 million devices per square kilometer, and traffic density of 10Mbps per square meter.

　　"Compared with the current mainstream 4G communication, 5G brings the most intuitive benefits to users. In addition to improving the quality of calls, that is the transmission rate." Relevant professionals pointed out that the speed of 5G network can reach the level of Gbps or even tens of Gbps, which means that a movie in 1080P format can be downloaded in a few seconds. In addition, 5G communication also has the characteristics of low power consumption and high access, and has become an important foundation for the development of the Internet of Things.

　　"For enterprises, 5G will create value for many fields, such as automobile transportation, energy/utility monitoring, security, finance, medical health, industry and agriculture, especially for large-scale and key application fields that require low latency. For consumers, the highlights of 5G services will be concentrated in two aspects: ultra-high-definition video applications and AR/VR applications. " According to the relevant report of GSMA, it is estimated that by 2025, 5G networks will be commercialized in 111 countries and regions around the world. After the early deployment, the 5G network will provide enhanced mobile broadband services with high speed, low delay, reliability and security.

　　However, professionals also pointed out that in order to enjoy the convenience brought by 5G communication, consumers also need a terminal that supports it. At present, mobile phones in the hands of ordinary domestic users are not yet supported. "The arrival of the 5G era is bound to set off a new round of replacement boom." The above-mentioned person said.

　　This edition/reporter Ren Xiaoyuan

Original Title: "Original" Cheer up, Let Go-My Views on Li Jiaqi’s Apologizing for Hua Xizi’s Incident

Li Jiaqi apologized in tears.

Li Jiaqi has been a hot topic for several days because of Hua Xizi’s eyebrow pencil. In particular, many people think that Li Jiaqi turned around after crying and apologizing, and began to appear as usual, so they think that Li Jiaqi’s apology is insincere. I have a few different opinions about Li Jiaqi and this flower Xizi eyebrow pencil:

Li Jiaqi issued an apology.

First, I believe that what Li Jiaqi said during the appearance was sincere.

Because he himself has been working hard from an amateur to today and has wealth. It can be said that he thinks that his successful experience can be replicated and can be done by everyone who wants to improve his quality of life. That’s why he felt it, and told the general idea that he still thinks that the eyebrow pencil of 79.9 yuan is too expensive because he didn’t work hard enough.

The harm of brushing a short video of a certain sound and a certain hand for a long time

Second, the truth hurts: there is one fact that we should admit that those young people who spend all day in various camera rooms are really not hardworking enough. But the truth is often the easiest to avoid.

It has been said before that the gap between people is widening after work. After work, some people are desperately trying to improve themselves. Their financial difficulties are temporary. As long as they choose the right direction and work hard enough, it will be a matter of time before they attack back. Just like Li Jiaqi at the beginning, when he was still unknown, he tried to enrich himself, accumulated a lot of money, and finally knocked on the door of wealth.

At the same time, some people are constantly brushing videos, seeing the mirror and killing time. As time goes by, they gain all kinds of goods bought in the camera room, their growing age and all kinds of gossip, so it is difficult to make any achievements in their careers unless they want to work as tabloid reporters, such as gossiping.

I always believe that Li Jiaqi’s success has a positive incentive for young people, especially those who are eager for success.

Li Jiaqi’s words upset some people and told the truth.

Wise people should think first when they encounter problems, reflect on themselves instead of others, and then change themselves. Over time, such people will certainly live what they want.

There are always some people who don’t reflect on themselves, but cling to others. No matter how long, they still repeat yesterday and the past.

Li Jiaqi’s success story is very inspirational.

Thirdly, I believe Li Jiaqi’s apology is sincere.

I have seen reports that Li Jiaqi lost 600,000 powder overnight.

As an anchor, he knows what fans mean to him in the new media era where traffic is king. Not only his income and popularity, but also his previous efforts are shrinking.

If there is capital behind the operation, it is difficult for him to explain this matter to shareholders.

In the face of these, it is difficult for people not to deeply reflect and reflect.

Li Jiaqi cried and apologized.

Fourth, in the buyer’s market, the customer is supreme, but it is not necessary for the customer to always look at and criticize the merchants and operators with a face of God.

A good business connection is a connection of mutual service and mutual fulfillment. Everyone is equal. Need mutual respect.

"Customers are the parents of food and clothing", and businesses and enterprises put forward such a statement, which is the feelings and pattern of businesses and enterprises.

If customers really regard themselves as the parents of enterprises and businesses, it is also the feelings and pattern of customers.

The pattern of the two is high and low.

What businesses and enterprises should do is to improve the quality of goods and services.

In the face of quality and service, customers have absolute choice.

Fifth, you always have to pay back when you come out to mix. Everyone is responsible for his words and deeds and pays the bill. Li Jiaqi’s powder loss is inevitable, and an apology is necessary.

The world is bustling for profit, and the world is bustling for profit. This is absolutely applicable in the market. Everyone is touching his pocket, weighing the price/performance ratio within his own ability, buying if it is suitable, and leaving if it is not suitable. Sellers and buyers are free at this point.

Therefore, Li Jiaqi’s words make fans unhappy, that is, the service makes customers and potential customers dissatisfied, and it is fans’ right and freedom to choose to leave.

Don’t think about each other’s right or wrong. It is the most correct attitude and practice for everyone to face their own mistakes by carefully reflecting on their own duties and responsibilities, finding out their shortcomings and sincerely apologizing. This is what Li Jiaqi should do.

In any case, the cause and effect in this world are true, and everyone should be responsible for their due duties and pay for the consequences caused by their words and deeds.

Fear the cause and bear the consequences.

Sixth, Li Jiaqi cried and apologized and immediately began to appear with goods, which does not mean that Li Jiaqi’s apology is insincere.

Give an inappropriate but absolutely telling example.

Many people have attended funerals, and the families of the deceased were heartbroken when they bid farewell to the deceased. However, in the face of the guests attending the funeral, they tried their best to adjust their emotions, hold back their sadness, and try their best to do their due etiquette and do their due things.

Can we accuse our family members of being unfilial and not really sad about the death of the deceased because of this?

Going back to Li Jiaqi to apologize, apologizing at the appearance time is Li Jiaqi’s remorse after reflecting on his words and deeds, and then it is his normal job to appear in the camera with goods.

Is it true that only Li Jiaqi is crying and sobbing?

Li Jiaqi is also a migrant worker after all.

It’s important for us to care about each other.

Put yourself in the other’s shoes

Seventh, if the capital does not allow, Li Jiaqi should retire from the position of anchor with cargo as soon as possible.

The most important thing in life is to advance and retreat in a timely manner and make a proper choice.

It is necessary and wise to re-plan your life while you are young and have a good time.

After all, money is endless, but people’s life is very short.

After accumulating a certain wealth, you should create your own richer spiritual world.

If you are financially free, give yourself freedom and live what you want.

Don’t spray.

# What do you think of Li Jiaqi’s apology for his appearance #

# Can you accept Li Jiaqi’s apology #

# Do you accept the apology of the netizens with goods in Li Jiaqi #

# Li Jiaqi #

# Hot spot #

# New Media # # The anchor who appears in the camera with goods is sure to make a profit without losing money #

# Hundreds of fans over a thousand fans #

Editor in charge:

one

People always try to show what they don’t have.

For example, high end.

People will always avoid their biggest problems.

For example, it is not worth it.

2

In the past two weeks, I didn’t write Hua Xizi, because it was clear.A brand that relies on marketing at birth, a brand whose marketing thinking is dominated by traffic has been completely solidified in its blood. When it comes to public relations, it should be blind and there is no room for operation.

People eat meat every meal, even if I say eat something to clear my stomach, whether I can listen to it is one thing, and whether it works is another. It honked before it was finished. Whose is it?

At that time, the four words in my mind were: this is the end of the story.

Reality tells me that I have never seen the world again. What do you mean "so far"? I didn’t get there until last week. The drama was yesterday!

three

A brand that thought about it for more than 10 days and decided to take the "high-end" route prepared a pile of materials. As soon as the words were finished, the natural flow was sent to the list, and the related word of "explosion" was "crazy". People send the nickname "Huaxi Crazy".

This is a plot in a pure literary satire novel, which can’t be made up by online texts.

Several public relations groups in our family also exploded immediately. Let me analyze.

I am overwhelmed. I won’t. What skill can I have to analyze what strategy this is using?

Later, a classmate helped me out:

Well, I really don’t want to think about who came up with it, how and why. A collection of funny comments and all kinds of rough god judgments have been posted outside.

I said the most direct operation problem.

four

Huaxi Zi’s complete set of materials is a 29-word release with a picture, plus 11 replies for control and evaluation. It’s really a rice circle. You have to call your senior first.

The push time is set at 16:53, which is the wave of migrant workers coming off work at night.

Benefits: There is ample space for operation, people who eat melons have time to see it, and the media has time to follow up.

Disadvantages: There is plenty of time to scold you.

five

Before disassembling the materials, let’s sum up the core.

Many people say that the problem of Hua Xizi is "expensive or not".

Actually, it is not.

We have been in the market economy for so many years, including cosmetics such as eyebrow pencil, which are completely the daily consumer goods with the least strategic significance. "Expensive or not" is completely a matter of automatic market adjustment.

What Hua Xizi can’t explain is: why is it expensive?

That is, is it worth it?

six

Say I don’t know if Hua Xizi is aware of it, but I’m sure I’m not happy after listening to it:Hua Xizi’s brand power is very weak.

The vernacular explanation of brand power is why this thing is willing to let people spend this money.

Luxury goods are expensive, which means "spending a lot of money to buy things that are not worth the money". "Yes" means that the brand itself knows, the buyers know, and the people who don’t buy know.

If everyone clearly knew and accepted that the money spent was mainly spent on packaging design and channel sharing, public opinion would not be like this.

I’ve been saying this for about five years:Live broadcast can’t increase brand power.

Not only Hua Xizi, but also a large number of such brands have a common feature: lack of brand power. We know 79 items, and today we sold 59 items, which is a good deal. However, why 79, why 59 support, no.

seven

To put it another way, marketing words and brand accumulation are completely different.

A lot of good-looking TVC and the SLOGAN of the East can’t protect the brand.

The beauty industry can be seen everywhere. The words used in most marketing scenes can’t stand scrutiny at all, have no hidden logic, are self-contradictory, and can’t form the integration of brand tonality. It is a nice word that users can easily save money after listening.

eight

Personally, I don’t think domestic products must take the path of "cheap big bowl"

In the past few years, the Yan value economy and various "beautiful little wastes" have emerged one after another, and some people will buy them.

In fact, you can go any way.The key is to have a cognitive consensus between the brand and the public.

Huaxizi sells for 79 yuan, but Huaxizi thinks it’s high-end so it’s not expensive. Li Jiaqi knows how the money is divided, so it’s not expensive. When users look at 0.07 grams, it’s definitely expensive.

Everyone is not in the same position and angle, which is the contradiction.

nine

Hua Xizi didn’t want to face the problem directly, and he didn’t want to solve it at all, which led to all the published contents talking to himself.

The behavior shown can’t match what you say.

Let’s start with Lord Weibo.

Lord Weibo’s brand tone is high-end, and every place in the whole operation has nothing to do with "high-end".

No high-end brand will describe itself as high-end by writing the word "high-end". No high-end brands will make official comments.

Lord Weibo’s pictures highlight a "good attitude". The implied position of a good attitude is clear: I am right, I am wronged, and I will not change. This is obviously on the opposite side of the public.

Besides, how can a high-end brand with a good attitude fill up its comments first?

10

In the absence of any keyword guidance, both people in the industry and the public have clearly perceived the brand tonality revealed by this content:Crazy.

It is very unlikely that Hua Xizi will want to reverse the brand tonality later.

"Deciding to spend Xizi’s life" in the picture, a crazy life?

11

In addition to the lottery information, the first article of this Weibo review is about public welfare.

Doing public welfare is a good thing, but it needs others to praise it.

It is worthless for the official CUE to do public welfare by itself.

In the case of being scolded, using public welfare to block the loophole shows that this public welfare has been done with a purpose. Corresponding to "Put All Your Eggs", Eric Wang turns to worship Buddha after killing people.

12

The second is the 20w+ product experience officer.

Hey, what’s the use of emphasizing the process when the output results are not recognized?

With good results, the process of hard work is meaningful, such as Huawei.

Without a good result, the more difficult the process is, it may mean that the worse you are, the less suitable you are.

These words are full of self-emotion and self-emotion.Tell the rice circle, can’t you see how hard my brother works? It’s the same as a dime.

Hold a little, can’t see.

13

The third article still shouts "the mission of each generation has its own generation", trying to cover up its own shortcomings with grand propositions.

The cognition revealed in these words is extremely superficial: who is next to you and who is opposite you is a high-end performance. On the contrary, it has nothing to do with consumers or products. Will this expression resonate and be understood?

A high-end brand, which claims to be aiming to go global, behaves like a red carpet.

14

The fourth question is, does anyone really use gram weight to measure the value of eyebrow pencil?

Oh, my god Communicate with consumers by educating them. N brands have learned a bloody lesson before this mistake.

Hua Xizi has to upgrade to the ironic sentence of "there is really someone", which obviously looks down on people.

This is the one with the highest response. The following netizens are also educating the brand with more than 13,000 responses.

15

Article 5: Continue to feel sorry for your product manager.

After this paragraph is sent, you are still the only one who loves you dearly.

16

Article 6 is amazing. We sold all CCTV and Xinhua News Agency and pulled them out to stop bullets.

There is a message in the reply that "CCTV wants to call the police".

This is a naked sale of the media. People support you, you push them out backhand and put them on the bar.

I am CCTV or Xinhua News Agency, and I must have cursed "mental derangement" in my heart.

This kind of industry taboo and very unkind operation also exists in the circle of friends of management. This is not just a question of whether the brand is high or not, but it is very low-level for people to do so.

Who dares to write to him, who dares to send him something, and who dares to give him awards in the serious media.

17

Seventh, it is very, very low-level to pull children out to cushion their backs.

With children’s smiling faces …

18

Article 8 interpret the problem as being excluded and competing against me.

It is another problem that many brands can’t persuade.

There is a saying, isn’t improving service and logistics what a brand should do? Take what the brand should do, make an exchange with consumers, and praise you for not being corrupt is a level requirement.

19

If you read article 9,You will find that Hua Xizi has pulled out all the "good things" he has done before and walked it again.

Well, what can I say? It’s really not on the table.

20

Article 10 mentions the national standard. Doesn’t the standard mean that it must be met?

Finally, I CUE myself to spend Western currency.

This is a malicious stalk that you should completely avoid. Others say you are a little rabbit, you can call me a little rabbit; People call you a traitor, can you call me a traitor?

21

Article 11 When it comes to R&D sites and R&D personnel, it is better to say R&D results. What is the high technology of eyebrow pencil?

Playing crazy can’t solve the fundamental problem. Besides, it’s really crazy.

This article comes from WeChat WeChat official account:In public relations (id: justprit), author: Yao Suxin