Xiaomi joins hands with Hatsune Miku to launch customized products. Why do domestic mobile phones need Japanese fake girls to save them?
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The Redmi Note 4X, which will be released on Valentine's Day this year, can be said to be a Xiaomi phone that many young people, even those who are not interested in the development of mobile phones, are really willing to check out. The reason for this, of course, is that Xiaomi invited Hatsune Miku to support its new products and launched customized models to target the fan market. In the so-called two-dimensional world that many young people are keen on, Hatsune Miku, who is "really a fake girl", has definitely become a symbolic presence from Japan to the world. In June 2015, all the tickets for Hatsune's Shanghai concert were sold out in just a few minutes. It can be said that this concert, which was just a few projectors playing "fake images", was even more attractive to young Chinese people than the national CCTV Spring Festival Gala. It is quite smart of Xiaomi to link the Redmi phone, which is more affordable for young people, with Hatsune Miku. “Fake girl” becomes a life-saving pill? In fact, Xiaomi’s market performance has not been dazzling since a long time ago. According to recent data from IDC, Xiaomi's shipments in 2016 were 41.5 million units, down 36% year-on-year. It was squeezed out of the top five in the global market and ranked only fifth in the domestic market. Over the past year, spokespersons have become an important means for Xiaomi to turn things around, and this is particularly reflected in the Redmi product series, which focuses on sales. Unfortunately, behind the advertisement of "110 million national mobile phones sold in three years", the result of a 36% drop in shipments shows that the national uncle Wu Xiubo, the national goddess Liu Shishi and the national junior brother Liu Haoran have not achieved the "national effect" they should have. However, Hatsune Miku, who has just started eating coarse grains, is indeed a smarter choice. There are also reports that the Hatsune Miku customized version of Redmi Note 4X will be exclusively pre-sold on the entire network in conjunction with Bilibili, accurately targeting the two-dimensional crowd. Industry insiders have analyzed that in a few years, China's domestic two-dimensional market may reach a level that exceeds 100 billion US dollars. Xiaomi's move is obviously to prepare the knife and fork for this big cake. What else can we learn from the deal between Xiaomi and Hatsune Miku? Internet thinking and cost-effective product strategy are the key to the success of Xiaomi mobile phones, and also the core of domestic mobile phones defeating foreign brands in the Android camp. Unlike manufacturers like Apple that have a highly proprietary software and hardware ecosystem, the Android mobile phone world is often composed of existing software and hardware in the industry chain, such as Google's system, Qualcomm's chips, Sharp's screens, Sony's cameras, etc. The reason for the rise of domestic mobile phones is largely because domestic manufacturers are willing to mark lower prices. The question that follows is how to maintain continuous growth and retain user stickiness after the initial stage of development of the industry based on price competition. After Xiaomi demonstrated its hard power by launching Xiaomi MIX, it added Hatsune Miku elements to Redmi Note 4X, hoping to impress more potential users at the soft cultural level. However, this also reflects the immaturity of domestic brands on another level. If you have some knowledge of the two-dimensional culture, then you definitely didn't know Hatsune Miku because of Xiaomi. This also makes many people feel that Hatsune Miku's image is more in line with the anime works or PlayStation game consoles from her hometown in Japan. It is a bit strange that a domestic mobile phone suddenly appeared. From a certain perspective, the Hatsune Miku brand can indeed help Xiaomi sell its products, but in this way, the product will ultimately become a channel for the transmission and reproduction of foreign culture into the country. In fact, it is essentially no different from an Android phone except for the brand logo on the body. The internal components have nothing to do with the brand. For those who bought the phone for Hatsune Miku, can you say that they really liked Xiaomi at the time? A few months ago, a book titled "Designed by Apple in California" was put on sale in the Apple Store, which made us feel that Apple has built its brand into a unique concept and culture. This phenomenon, at least for now, is nowhere to be seen in domestic brands that still need to "go to Japan" in terms of product culture. 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. |
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