Is Gionee even more capable of playing monkeys than Lei Jun? How did domestic brands turn full-screen mobile phones into instant noodles?

You know, there is a kind of food you can buy in the supermarket, which is beautifully packaged, with colorful covers printed with appetizing braised beef, chicken stewed with mushrooms, fresh shrimp and fish cakes...

But when you open the package, you will find that there is only a dry piece of fried dough in the bag, and no sign of the seasoning packet of braised beef. Then you look back and find that there are small words written on the package - "Promotional pictures are for reference only."

This food is called instant noodles.

Recently, domestic brands have launched a large number of full-screen mobile phones, but they are always associated with the routine of instant noodles.

False propaganda that runs deep

The pioneer of full-screen mobile phones is naturally Xiaomi MIX.

However, although Lei Jun repeatedly emphasized at the recent new product launch that the first generation of Xiaomi MIX had won numerous design awards and was collected by such and such authoritative museums, a year later, the Xiaomi MIX 2, which had a smaller screen and did not continue to bring industry-leading disruptive technologies, was not as amazing as the first generation, which is also a recognized fact.

However, the corporate culture of Lei Jun's Xiaomi has never changed. Whether the mobile phone is amazing or not depends entirely on how good the Photoshop skills are.

(Comparison between the Xiaomi MIX 2 promotional image posted on the Internet and the real device)

Although Xiaomi Mi MIX 2 took the initiative to thicken the borders of the phone in the promotional pictures to make it more similar to the real product after the media exposed its false advertising, this inevitably reminds people of the "exaggerated" performance of Xiaomi Mi 2 when it was released, claiming that its graphics processing performance was comparable to that of the XBOX360 game console. Mi fans always seem to be able to withstand this test.

At the same time, it is not just Xiaomi MIX2. Another full-screen mobile phone manufacturer, vivo, has an even more direct approach.

After booking the entire Great Wall to launch the full-screen mobile phone vivo X20, along with the full-screen concept of vivo, there is also a line of small words that is not very obvious in the advertising picture: "The picture is for reference only, please refer to the actual product."

There is no phone that looks more like instant noodles than this.

In addition, the full screen of vivo X20 is essentially different from Xiaomi MIX, and it should be defined as a narrow-border phone.

However, vivo and vivo users may not care about these things. After all, the development of a true full-screen phone is far less sensational than the "Great Wall Conference". Whether the product sells well or not depends entirely on the effectiveness of celebrity spokespersons such as Lu Han, Eddie Peng, and Zhou Dongyu, as well as the loud voices of offline sales staff.

Think the routine is too deep? That's because you haven't seen the Gionee M7 yet

Some people say that there are two types of domestic full-screen mobile phone manufacturers now. One type has products that are just so-so, but the photos are very well edited, and the other type not only has bad products, but the photos are also difficult to edit.

Not long ago, the launch of Gionee M7 was obviously to tell everyone that there really is this second type of manufacturer.

The most representative example is that Gionee displayed the above mobile phone comparison chart at the M7 launch conference, highlighting that a mobile phone called a full-screen phone does not have to use the product core of a full-screen.

It is worth mentioning that with the release of Gionee M7, Yu Lei, vice president of Gionee Group, also stated that Gionee mobile phones will cover four major series and start to take the "full full screen" product route.

This does not seem difficult, because if it can be called a full-screen phone according to the standards of Gionee M7, then all mobile phones with narrow bezels and high screen-to-body ratio on the market should be classified as full-screen phones.

Talking about the fundamental reason why Gionee M7 is trying to take advantage of the industry's hot spot of full-screen but is not a full-screen enough, it may be because the current full-screen technology has too high requirements for the threshold of mobile phone manufacturing. It is too difficult for mobile phone manufacturers with average technical strength to come up with a truly full-screen product in a short period of time.

Especially for the Gionee brand, the label of "copycat" has never been erased along the way. Whether it is the Gionee Voice King that imitated the Motorola PDA A1200 in the early days, or the Gionee M2017 that recently hit the high-end market and paid tribute to the Samsung W2017 in terms of naming, there are countless cases.

In recent years, new concepts have emerged in the mobile phone field. Gionee has also actively followed other manufacturers to launch products focusing on security, dual cameras and even quad cameras.

It's just that this wave of full-screen displays came a little too suddenly. In addition, this brand, which was once endorsed by Andy Lau and is currently endorsed by Joker Xue, still does not perform as well as Huawei and OV in the market. This forced Gionee to chase the market popularity of full-screen displays with the M7 and "force its way on board."

The domestic full-screen mobile phone you can see is just a bag of instant noodles

I still remember that some time ago, Li Nan, president of Meizu Blue Business Unit, wrote an article saying, "At present, only Samsung S8 is a true full-screen mobile phone." Judging a full-screen phone simply by looking at the size of the so-called "screen-to-body ratio" number can only reach the cognitive level of elementary school students.

The primary school students referred to here are obviously the various domestic brands mentioned above.

So, from the perspective of common sense, there is no husband and wife in Fuqi Feipian, there is no wife in Wife Cake, and Braised Beef Noodles may not necessarily give you a bowl of braised beef.

A bunch of domestic full-screen mobile phones do not have full screens, but they insist on saying that they have full screens. This is probably the same routine.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.