In July of this year, Xiaomi CEO Lei Jun had a photo of a carbon fiber road bike on Weibo. Since then, the rumors that Xiaomi will enter the bicycle industry will be heard. Recently, some sources said that Xiaomi’s news of bicycles was true, and revealed that Xiaomi has acquired an industry team, and “Millet Bicycle†will be available as early as the end of this year. The technology industry popularized a secret culture before the press conference to keep the surprises when new products were released, but some brands liked to release some news about new products before the press conference to enhance discussion and media attention as a new product. One way. In the month before the official release of the Xiaomi bracelet, Lei Jun published several text microblogs and photos about the “Braceletâ€. In the photo of the avatar, the Xiaomi bracelet worn by Lei Jun’s wrist can be clearly identified. In this way, it is rare for the technology circle to be exposed in advance, and we have to let us know the Weibo’s Weibo. In July of this year, Lei Jun, who had always appeared in the image of the Shanma Party, suddenly showed a carbon fiber road bike without any brand logo on Weibo. He also matched the weight of the text and the mobile phone, which triggered a national conjecture for a time - Xiaomi to do bicycle? Still have to use carbon fiber as a mobile phone? Millet bicycle long sample From the photos exposed in Weibo, this road bike uses carbon fiber materials in addition to the frame and wheelset, and there is no special point in terms of spare parts and overall design. According to sources, the road bikes in Weibo are only samples in the development process, and the finished products are not using carbon fiber. Although there are not many places for reference cars, there are two points worth noting: one is the mobile phone bracket fixed on the top of the front headset, and the other is the wireless code meter sensor integrated in the interior of the frame. Millet to be a bicycle, naturally it is to integrate with Xiaomi's existing resources, and the bicycle's code meter sensor is equivalent to the "step counting" function of the Xiaomi bracelet, and with the corresponding mobile phone software, you can turn the phone into a mobile phone. Professional riding code table, coupled with health, navigation, track record, social, anti-theft and other functions, with Xiaomi's powerful software strength and brand appeal, will be the first to kill a large number of mobile apps of the same type. However, Meiqi.com believes that Xiaomi’s first bicycle is unlikely to be a professional sports bicycle. The positioning should be based on urban leisure and commuting (such as the giants of Megan). The bicycle industry is similar to the mobile phone industry in that most of the key components need to be purchased from outside (such as mobile phone processors, bicycle transmission shifting kits), but the price of high-grade kits for professional sports bicycles is on the thousands. Million, it is not suitable for the ultimate single product and cost-effective millet. The bicycles based on commuting will have lower requirements in this respect. Some of the main types of dead-type bicycles with simple trend are even single-speed transmission, which makes it more likely to create cost-effective products. The consumer group that Xiaomi bicycle first faces must be the user of Xiaomi mobile phone. The characteristics of this part of the user are very clear: the student group has a high proportion, the per capita income is low, and some Internet enthusiasts with geeks like to explore novelty. In summary, the price of Xiaomi bicycles should be set at 2,000 yuan or less. Will it be the 1999 we are familiar with? However, it is not ruled out that Xiaomi will create a single-speed 799, 699 yuan single-speed scooter to quickly enter the low-end market. Why do you want to bike From software to hardware, Xiaomi thoroughly implements Internet thinking in brand management and has become the biggest black horse in China's consumer market in recent years. In August this year, Xiaomi surpassed Samsung and became the domestic mobile phone supplier with the highest shipment volume in China's smart phone market. Every time Xiaomi enters a new field, it will completely subvert this field. Xiaomi mobile phone will pull down the smart machine with high price, mobile power, TV, router, bracelet, each new product is enough for the industry to The leader is in a nightmare. Then this time, can Xiaomi be able to subvert the bicycle industry, and what exactly does Xiaomi do to do bicycles? Although Xiaomi has been involved in many fields before, it has always been based on personal consumer digital products. Xiaomi has been involved in building smart homes some time ago, but the overall difficulty and cost of implementation can be imagined. There are indications that Xiaomi is not satisfied with the development of consumer digital. The ultimate ideal of Xiaomi is to use Xiaomi mobile phone as the core to create an online and offline Xiaomi ecological circle, covering the ordinary people's clothing, food and shelter. When it comes to bicycles, it becomes a relative. Reasonable existence. Lei Jun once revealed his three major sports hobbies on Weibo: hiking, cycling, skiing, hiking has been achieved through the millet bracelet, skiing is too small, and the bicycle itself has a large mass base, also in line with green travel, The concept of healthy exercise, the rapid development of cycling in recent years, is naturally a good entry point. Through the Xiaomi bracelet, Xiaomi has successfully entered the sports and health field. Under this big concept, the bicycle has become the best choice for Xiaomi. As a traditional manufacturing industry, bicycles are not as knowledge-intensive as the consumer digital field in terms of R&D, and they are not strictly limited in production capacity of spare parts (components). The concept of electronic intelligence has been called for many years in the bicycle industry, but subject to the slow development of traditional manufacturing, it still stays at the conceptual stage of paper talk. Compared with the speed of upgrading digital consumer products, the bicycle industry will also adopt a pampered attitude. The vision stays in the industry, and slowly plans the products after two or three years. It is not positive for the accommodation and cooperation of new technologies outside the industry. What Xiaomi is best at is the subversion of the new field and the integration of the ecological circle. Xiaomi has entered the bicycle field and officially sounded the alarm to the traditional manufacturing industry represented by bicycles. If it can take the lead in tearing a crack in the bicycle industry. That means that Xiaomi also has the strength to enter other offline industries. Bicycles on the surface of millet are actually building their own offline ecosystem. Bicycles are just a model that is relatively easy to operate. Regardless of the final result, it should be paid attention to by the industry.
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