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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

On December 28th, 2023, Xiaomi Automobile Technology Conference was held in Beijing. The first product Xiaomi SU7 was also unveiled and positioned as a C-class high-performance eco-technology car.

Lei Jun, founder, chairman and CEO of Xiaomi Group, said that Xiaomi Automobile is a major leap of Xiaomi, a leap from mobile phones and AIoT to automobiles, a leap of long-term investment and deep cultivation of the underlying core technologies, and an adult leap of Xiaomi’s modern industrial intelligent manufacturing capability. It is also a key leap in the complete closed loop of "the whole ecology of people, cars and homes".

Lei Jun said that through 15 to 20 years of hard work, Xiaomi Automobile will become the top five automobile manufacturers in the world.

It has been 1003 days since Xiaomi Group announced that it will build a car. On March 30, 2021, with a paper announcement, Xiaomi officially announced to build a car and enter the smart electric car track, investing 10 billion US dollars in the next 10 years. At the spring new product launch conference of Xiaomi "Endless Life" held on the same day, Lei Jun said that he would lead the team, calling it the last major entrepreneurial project in his life and shouting "Fight for Xiaomi Automobile".

(Photo courtesy of the manufacturer, issued by Yangguang. com)

After that, the news was intermittent.

In September 2021, Xiaomi Automobile Company was officially registered, and then its core members were announced, including CFO Lin Shiwei, co-founder Liu De, co-founder Hong Feng and SVP Lu Weibing. In November 2021, Xiaomi Automobile announced that it will settle in Beijing Economic Development Zone, including headquarters, sales headquarters and R&D headquarters, and will build a vehicle factory with an annual production capacity of 300,000 vehicles in two phases; In April 2022, the first phase of Xiaomi Automobile Factory started construction; In August 2022, the video of Xiaomi’s autonomous driving technology was released …

When the time came to December 25th, 2023, Xiaomi announced that it would build a car for 1,000 days. Lei Jun officially announced in Weibo that the Xiaomi Automobile Technology Conference would be held at 2pm on December 28th, and said, "This time, only technology will be issued, and no products will be issued." Then Xiaomi released posters and paid tribute to BYD, Weilai, Tucki, Huawei and other enterprises.

At this conference, Xiaomi introduced the progress of five core technologies of automobiles, including electric drive, battery, large die casting, intelligent driving, intelligent cockpit and other key areas.

In the field of industrial hard technology, Xiaomi independently developed and produced the motor HyperEngine V8s, with a rotating speed of 27200rpm, and the pre-developed next-generation millet motor successfully broke through 35000rpm； in the laboratory. Xiaomi self-developed CTB integrated battery technology, and adopted the battery cell inversion technology to achieve 77.8% battery integration efficiency.

In addition, Xiaomi independently researched "9100t super large die-casting cluster" and self-researched die-casting alloy material "Titan alloy", and realized self-research from materials and equipment cluster system to finished castings.

In the field of intelligent soft technology, based on Xiaomi 澎湃 OS, Xiaomi intelligent cockpit realizes the bottom reconstruction, evolves for the car, and creates an advanced intelligent mobile space; In the field of intelligent driving, Xiaomi released three technologies: adaptive zoom BEV technology, large road model and super-resolution network technology.

(Photo courtesy of the manufacturer, issued by Yangguang. com)

"What we want to build is not a mediocre car, but a dream cars comparable to Porsche and Tesla." At the press conference, Lei Jun shared Xiaomi’s goal of building a car: to make a good-looking, easy-to-open, comfortable and safe mobile smart space.

From the beginning of research and development, Xiaomi’s first product, SU7, has built an advanced mobile smart space based on the concept of science and technology × ecology, and exerted its strength in high performance, ecological technology and mobile smart space experience.

In the extreme technology and advanced driving experience, with a series of scientific and technological innovations such as self-developed motor HyperEngine, CTB integrated battery technology, and body structure based on 9100t die casting technology, Xiaomi SU7 Max accelerates to 2.78 seconds at zero speed and the maximum speed can reach 265 km/h..

In the advanced experience of the mobile smart space, the five characteristics of Xiaomi 澎湃 OS (bottom reconfiguration, cross-end intelligent, active intelligence, global security, and open ecology) get on the bus collectively. The interactive experience of Xiaomi smart cockpit is the same as that of the mobile phone tablet, and the car system starts quickly in 1.49 seconds. At the same time, it also has a cross-end interconnection experience between mobile phones and cars.

More importantly, Xiaomi SU7 has achieved three major ecological empowerment, integrating Xiaomi application ecology, hardware ecology and Xiaomi CarIoT ecology open to third parties.

Among them, the car system is deeply adapted to mainstream car applications, the Xiaomi tablet 5000+ application will be gradually adapted, and the mobile phone application can also be pinned to the car; In terms of hardware ecology, 1000+ meters of home devices have been supported to get on the bus without induction, and the Pin point expansion interface is reserved in the car to support plug and play of devices …

As for the price of SU7, Lei Jun said that it can’t be as low as some people expected, and it will be a bit expensive. "It’s impossible to pay 99,000 yuan, and 149,000 yuan is needless to say."

(Note: This article belongs to the commercial information published by Yangguang. com. The content of this article does not represent the views of this website, and it is for reference only. )

Author | ｜Eastland

On November 25th, 2023, Changan Automobile (000625.SZ) and Huawei signed the Memorandum of Investment Cooperation. According to the memorandum, Huawei (Party A) and Changan Automobile (Party B) will set up target companies, and the shareholding ratio of Party B shall not exceed 40%.

The business scope of the target company includes smart driving solutions, smart cockpit, smart car digital platform, intelligent cloud car, smart car lights, AR-HUD, etc. Excluding "Three Electricity", this part of the business remains in Huawei Digital Energy.

Huawei splits automobile BU.

Huawei BU was born in 2019. After several years of exploration, the strategy of "platform+ecology" was determined, with the aim of providing digital pedestals and development tools for smart cars.

Since its establishment, the course of BU, a smart car solution (referred to as "Huawei Smart Drive" for short), can be summarized as three "3s": it spent $3 billion, had 300 customers and built three platforms (smart car digital platform, intelligent driving computing platform and HarmonyOS intelligent cockpit platform).

Huawei and Changan Automobile promise to carry out long-term cooperation and strategic coordination with the target company. In principle, part of the business scope and solutions are provided by the target company for vehicle customers.Huawei does not participate in competition..

The target company will gradually open its equity to existing and potential car enterprise partners and become a diversified equity company.

The memorandum has three main points:

First, BU, a smart car solution, was "integrated" into the new company, completely ending Huawei’s internal discussion on building cars.# Sweep the floor #

Second, Huawei will realize the investment income through the target company, stay away from the involution of the automobile industry, and be in a detached position.

Third, the target company is controlled by Changan Automobile and Huawei.

Why did you choose Changan Automobile?

a starved camel is still bigger than a horse—when the mighty fall

In 2016, after the sales volume of Changan Automobile surged to 3.06 million units, it began to decline;

In 2017, it decreased by 6.2% to 2.87 million units;

In 2018, it fell 27.8% to 2.14 million units;

In 2019, it fell to the bottom with a sales volume of 1.76 million units.

The main reason for this round of plunge is the "cliff-like" decline in Changan Ford’s sales:

In 2016, the sales volume reached 940,000 vehicles, accounting for 30.8% of the total sales volume; Less than 180,000 vehicles in 2018. Since then, the joint venture brand has rebounded but failed to regain its former glory. In 2022, it sold 250,000 vehicles, accounting for 10.7% of the total sales.

In 2020, Changan Automobile sales began to slowly pick up; In 2022, the sales volume was 2.35 million vehicles, which was about 77% of the peak in 2016.

In the first three quarters of 2023, Changan Automobile sold 1.87 million vehicles, up 11.2% year-on-year.

In the first three quarters of 2016, Changan Automobile sold 2.2 million vehicles. Sales in the first three quarters of 2023 were equivalent to 85% in the same period of 2016.

In any case, Changan Automobile is also an enterprise with an annual sales volume of more than 3 million vehicles, and few car companies in China have reached this "stage". # See the world #

Independent brand takes the lead

After the decline of joint venture brands, the proportion of independent brands in total sales increased steadily.

In Q3 of 2021, the sales volume of independent brands was 385,000, accounting for 72% of the total sales volume;

In Q3 of 2022, the sales volume of independent brands was 423,000 vehicles, accounting for 76% of the total sales volume.

In Q3 of 2023, the sales volume of independent brands was 529,000, accounting for 81% of the total sales volume.

In 2022, the sales volume of Changan’s own brands reached 1.875 million, up 6.8% year-on-year, and the scale reached a new high. The total sales volume of the joint venture brand is 470,000 vehicles, accounting for 20% of the total sales volume.

In the first three quarters of 2023, the sales volume of independent brands was 1.55 million units, a year-on-year increase of 17.1%.

In the first three quarters of 2016, the sales of two joint venture brands, Ford and Mazda, accounted for 36.2% of the total sales of Changan Automobile.

In the first three quarters of 2023, this ratio was only 11.8%.

From January to September, 2023, the sales volume of two joint venture brands, SAIC Volkswagen and GM, accounted for 46.1%; The sales of Guangqi Honda and Toyota, two joint venture brands, accounted for as much as 62.5%.

Independent brands provoke the girders, and Changan Automobile takes the initiative. In-depth cooperation and resource mobilization with Huawei are less likely to be constrained internally.

New energy vehicle slow half beat

Changan Automobile’s new energy vehicles started slowly. In Q3 of 2021, the sales volume of new energy vehicles with independent brands was 34,000, accounting for 8.9% of the sales volume of independent brands.

It was not until the end of 2022 that Changan Automobile began to exert its strength. The sales volume of Q4 new energy vehicles reached 115,000, a year-on-year increase of 209%.

In the first three quarters of 2023, the total sales volume of new energy vehicles reached 307,000, accounting for 25% of the total sales volume of independent brands.

In 2022, Changan Automobile sold 271,000 independent new energy vehicles. Due to the low base, the year-on-year growth rate reached 155%, and the 2022 Annual Report declared that "the year-on-year growth rate was significantly better than the broader market" (the national new energy vehicle sales increased by more than 90% year-on-year).

In 2022, the penetration rate of new energy vehicles in China market has reached 25.6%. Changan new energy vehicles only account for 11.6% of the total sales, accounting for 14.5% of the sales of independent brands, far behind the market.

In the first three quarters of 2023, the sales volume of Changan’s own brand new energy vehicles was 307,000, up 135% year-on-year, accounting for 19.8% of the sales volume of its own brand, 10 percentage points behind the market (the national penetration rate in the first three quarters was 29.8%).

In Q3 of 2023, this proportion climbed to 24.7%. According to this progress, the proportion of new energy vehicles in Changan can catch up with the market in 2024.

In 2017, Changan Automobile and Weilai reached a strategic cooperation. In 2018, Changan and Weilai formally established a joint venture company. No substantial progress was made in the following years.

In 2021, the joint venture company changed its name to Aouita Science and Technology, introduced Contemporary Amperex Technology Co., Limited, signed a contract with Huawei, and established the "CHN" model (Chang ‘an, Huawei, Ningde). In October 2023, Aouita 11 sold 3,888 vehicles. Aouita 12 has accumulated more than 10,000 vehicles.

"Deep Blue" is another important new energy brand of Changan Automobile. From January to October 2023, the cumulative sales volume was 97,000 vehicles, of which the sales volume in October reached 15,000 vehicles.

In October 2023, the sales volume of new energy vehicles under Changan reached 57,400. In addition to Aouita and Deep Blue, there are also models such as Lumin (Miniature), UNI-V (Compact) and CS75 (Compact SUV).

Generally speaking, Changan’s new energy vehicles have many business ideas, many models, low sales volume, and the penetration rate underperforms the broader market.

If you are poor, you will think about it. Changan Automobile lags behind in the first half, binding Huawei and striving to overtake in the second half. Why not?

"Two hurdles" of the new company

In the past four years, Huawei has made great achievements in the field of smart driving, but there are two insurmountable obstacles.

The first hurdle: R&D, production, sales, profit and cash flow form a closed loop.

In the past ten years, Huawei has invested a total of 977.3 billion in R&D, and invested 161.5 billion in 2022 alone. Since the establishment of BU, a smart car solution, it has invested a total of 3 billion US dollars, of which 70%-80% has been invested in smart driving research and development (Yu Chengdong revealed). Based on 16 billion yuan,Huawei’s R&D investment for three years is only 10% of Huawei’s total R&D investment in 2022!

In 2022, the revenue and expenditure of Huawei’s smart driving business were 2.1 billion and 13.5 billion respectively, which was the only business of Huawei that lost money.

In contrast, Tesla and BYD have invested far more in R&D than Huawei Zhijia, and have established a closed loop of automobile R&D, production and sales:

In the first three quarters of 2023, the R&D investment of Tesla and BYD was 20.6 billion (US$ 2.88 billion) and 24.9 billion respectively, 25% more than that of Huawei’s three-year investment!

In the first three quarters of 2023, Tesla’s net profit was 7.03 billion US dollars, down 20.8% year-on-year; BYD’s net profit was 21.37 billion, a year-on-year increase of 129.5%;

In the first three quarters of 2023, Tesla’s net cash flow from operating activities was 63.7 billion (US$ 8.89 billion); BYD’s net cash flow from operating activities reached 97.86 billion (140.8 billion in 2022).

Huawei’s R&D investment in smart driving is even less than that of Baidu.

According to public information, since Baidu established the Intelligent Driving Group (IDG) and launched Apollo, the annual R&D investment has exceeded 10 billion.

Huawei has always paid attention to cash return, and all its businesses have achieved closed-loop research and development, profit and cash flow. In August 2022, Ren Zhengfei named the car BU-"Smart car solutions cannot spread a complete front, and it is necessary to reduce the research budget and strengthen the business closed loop."

The smart driving business is integrated into the new company, and the primary purpose is to "stop bleeding".

In addition to equity financing and debt financing (Changan Automobile can provide guarantee), the new company’s R&D funds must be earned by itself. You get what you pay for every penny, and you don’t guarantee 20 billion R&D investment every year. Why should you stay at the "poker table"?

The second hurdle: optimizing intelligent driving requires a lot of data.

The path of developing autonomous driving is similar, but it is by no means a simple software development. The key is to use machine learning and deep learning technology to continuously optimize the algorithm and model and improve the performance of the automatic driving system, which requires a lot of data.

It is the same as face recognition. People’s modeling is not so good. Training and perfecting with 200 million pictures is definitely better than training with 2 million pictures.

The most ideal way is to let thousands of vehicles equipped with automatic driving system run on the road, and use the operation of human drivers to "train" the automatic driving system, such as when to slow down, what conditions can be combined and when to brake, so that the system decision-making is closer and closer to human beings.

Baidu’s shortcoming is the lack of brand appeal. It can only buy a car, install it and test it by itself. By 2023, the cumulative mileage of autonomous driving test will be 40 million kilometers.

Huawei, on the other hand, can get the driving data of 1 billion kilometers only from the industry (the cumulative sales volume of M5 has reached 120,000 vehicles, assuming that each vehicle runs 10,000 kilometers every year).

Poor Baidu invested more manpower, material resources and time than Huawei’s intelligent driving BU, but it soon fell behind (at least in the public and investors’ perception).

The lack of data sources to improve artificial intelligence driving is the root cause of Apple’s delay in leaving. Apple is not short of talents and money. What it lacks is a million smart cars on the road.

Huawei’s catch-up goal is obviously not Baidu but Tesla.Tesla has 4 million vehicles in the world, and it is still increasing at the rate of 2 million vehicles per year.

BYD will sell 1 million smart cars in 2024, which is second only to Tesla.

Huawei’s smart driving needs millions of smart driving vehicles on the road to stay at the "card table".

Lack of money and insufficient data, Huawei’s smart driving BU can’t cross these two hurdles.Holding hands with Changan Automobile did not solve the problem, but just passed the problem on to the joint venture company.

Joint venture with Chang ‘an is the winner of Huawei’s "building a car"

The fundamental way to solve the problem is to sell more cars, sell smart cars, withdraw funds and obtain valuable data.

There are three modes of cooperation between Huawei and car companies:

The first mode will not help Huawei collect data;

The second mode (HI mode) is adopted by only one company in Chang ‘an Aouita, which sold 12,000 vehicles in 2022, estimated 30,000 vehicles in 2023 and less than 50,000 vehicles in two years.

There are four partners who adopt the third mode (HarmonyOS Zhixing), such as Cyrus, Jianghuai, Chery and BAIC, and it is not difficult to further "expand".

In 2024, the sales of existing partners will be between 500,000 and 1 million. The growth rate is not fast enough, which may delay the fighters.

There are three advantages to establishing a joint venture with Chang ‘an:

The first is the return on investment. Huawei injects tangible and intangible assets of Zhijia BU into the new company. If the future joint venture company is valued at 100 billion yuan, the value of Huawei’s equity is about 60 billion yuan; If the valuation is 200 billion, Huawei holds 120 billion shares.

The second is to tap the potential of Changan Automobile. "The lean camel is bigger than the horse", after all, it once reached the scale of annual sales of 3 million vehicles, and it is worth looking forward to the future sales of smart driving new energy vehicles exceeding 1 million vehicles. The highest sales volume of Xiaokang (predecessor of Cyrus) and Jianghuai in history add up to less than one-third of that of Chang ‘an. Get a 40% stake and trade. Only in this way will Changan Automobile devote itself to the joint venture company.

The third is to facilitate cooperation with domestic joint venture car companies, and then explore overseas markets.

Existing partners Cyrus, JAC, BAIC and Chery can participate in shares, but it is impossible to be on an equal footing with Changan. One monk carries water to eat, three monks have no water to eat, and the new company has to rely on Changan to carry water.

The equity of the new company is "gradually open", which depends not only on the face of the owner (Huawei) but also on the mood of the shopkeeper (Chang ‘an).Sellers can’t figure it out.

Holding hands with Chang ‘an is the winner of Huawei’s smart driving. The key depends on whether the new energy vehicles of the joint venture company can sell well.

* The above analysis is for reference only and does not constitute any investment advice!

With a picture of history, Huawei’s smart driving ushered in a new chapter in the country.

With the progress of science and technology, major car companies have accelerated the development of smart cars. Intelligent driving function is gradually becoming a key indicator to measure whether a vehicle is advanced or not. It is worth noting that Huawei has released a nationwide urban advanced intelligent driving scheme that does not rely on high-precision maps, and also announced that its intelligent driving technology covers 243 cities. In this context, the whole industry seems to be shifting rapidly in the direction of driving without maps.

The past "Kaesong" competition has been upgraded to a nationwide map-free challenge. But what is the driving force that prompted these car companies to decide to join this seemingly mysterious uncharted field? Is there really an essential difference between graphs and graphs?

When computing power overcomes financial power-driving a new era without plans and wisdom

Intelligent driving with map and intelligent driving without map represent two very different technical paths. Traditional intelligent driving with maps relies on high-precision maps, which record road information to centimeter level in detail, including lane line position, type, width, slope, curvature, traffic signs, signal lights and obstacles. Simply put, intelligent driving with a map seems to let the vehicle move along a preset and accurate trajectory. However, this method requires extremely high capital investment.

You may not know that the process of making high-precision maps is very complicated and arduous. Each surveying and mapping vehicle can only complete about 100 kilometers of data collection every day, and the cost per kilometer can reach several thousand yuan. With the rapid infrastructure construction in China, even the newly mapped roads may be unrecognizable after a week. In addition, the change of map limits the intelligent driving ability of car companies, and it is necessary to constantly update the map data to maintain the effectiveness of the system.

On the contrary, intelligent driving without map abandons the dependence on high-precision maps, making it possible for vehicles to drive freely in a wider range. This way requires vehicles to have stronger perception, more advanced algorithms and greater computing power, which puts forward higher requirements for their own intelligent driving system.

How Huawei Leads the Industry Again —— Intelligent Driving without Map in China

1. Clear vision and profound insight-lidar is still king.

In the technical field of intelligent driving without map, the mainstream is divided into lidar school and pure vision school. At present, advanced intelligent driving mainly depends on lidar, and its high-performance lidar with multi-threading, high-frequency scanning and long-distance detection means clearer monitoring ability and faster response speed.

The actual rescue incident and online celebrity dodge video directly prove the strength of high-performance lidar. In the bad environment such as night or backlight, this kind of components with high perception ability also shows its advantages, because they can provide a lot of accurate information, which puts forward higher requirements for computing power and algorithm. Therefore, the smart driving model equipped with lidar is not only more expensive, but also the strength of software research and development can not be ignored.

On the other hand, the vision intelligent driving scheme led by DJI and Baidu relies on 2D video content, which is relatively low in computational power and algorithm requirements. Of course, in the actual test, the visual system did not show too many bright spots, indicating that there are still differences between the two in practical experience. Moreover, it is an indisputable fact that the camera is easily affected by the weather and strong light.

Huawei has demonstrated excellent performance in system hardware, adopting multi-sensor fusion sensing solutions such as lidar, millimeter wave radar, ultrasonic radar and visual sensing camera. Lidar can quickly and accurately capture the three-dimensional structural information of the surrounding environment, and is not affected by environmental light. Combined with millimeter wave radar, ultrasonic radar detection and camera perception, it provides farther and more accurate three-dimensional environmental information for vehicles.

The fusion sensing system independently developed by Huawei deeply integrates various sensors to ensure smooth data communication and efficient operation of the system.

2. From branches to urban obstacles, GOD network bid farewell to the "white list"

In order to control the vehicle accurately, intelligent driving system needs to fully understand the external environment of the vehicle. BEV+ white list technology commonly used in the past identifies the detected objects, such as pedestrians and electric vehicles, through the white list input in advance. However, this technology has an obvious disadvantage-it needs the system to constantly learn different obstacle types to update the white list. If you encounter rare irregular obstacles, the system may misjudge, leading to hesitation and dangerous driving behavior.

Huawei’s GOD2.0 network (Universal Obstacle Detection) overcomes this problem. Like "My World" game, the GOD network regards all detected objects as 3D blocks. In this way, the system can easily judge obstacles on the route, including pedestrians, cars and so on. For abnormal obstacles, such as cartons, fallen trees, roadblocks, etc., the system can also identify them efficiently. In the GOD2.0 network, any object occupying space is a potential obstacle and needs to be avoided. This breaks the restriction of relying on the white list.

3. Not only do you know things better, but RCR technology is the key to no map.

In addition to the recognition of "things" by GOD2.0 technology, Huawei’s intelligent driving must also make the system recognize "roads". Intelligent driving without map is very important for the accurate perception of roads, especially at complex intersections, narrow country roads or sections without obvious signs and markings, which poses a higher challenge to the processing capacity of intelligent driving system.

Huawei Intelligent Driving combines ordinary navigation maps and RCR network reasoning to construct a large-area road topology map, which is equivalent to the size of 2.5 football fields. This is equivalent to the vehicle drawing an exclusive map for its own driving route, so that the intelligent driving system can easily analyze the realistic road information without relying on high-precision maps.

4. Massive data need to be processed quickly, and MDC chip drives L5-level assisted driving.

With the ability of perception and understanding of "things" and "roads", the next step is to summarize, analyze and calculate this information, and finally control the vehicle intelligently. The processing of massive sensor data is not a small challenge, especially in a very short time. Therefore, strong computing power is another requirement of intelligent driving.

Huawei’s self-developed MDC series chips have higher processing capability than Orin in NVIDIA, and can efficiently process information from various sensors. At the same time, Huawei’s intelligent driving system avoids blind "stacking", and the existing MDC hardware platform has enough computing power to support L3-to-L3 autopilot assistance functions without increasing unnecessary car purchase costs.

5. Covering the global road network in five days, Huawei BU Computing Center takes the lead.

After getting rid of the shackles of high-precision maps, gaining rich driving experience has become the next goal. Early intelligent driving systems mostly rely on the test data of real vehicles on the road. At present, AI modeling and cloud "running map" have become mainstream practices, and Huawei has once again taken the lead in this field.

Huawei Cloud Computing Center has the leading domestic computing power of 2.8EFLOPS, and is at the forefront of the industry. This huge cloud computing power has brought great advantages to Huawei’s intelligent driving. Using the cloud scene library built by Pangu model, the system carries out more than 12 million kilometers of simulation tests every day. Considering that the total length of global roads is about 64 million kilometers, Huawei’s system can cover every corner of the world in only 5.3 days. A large number of simulation tests have forged a real "old driver" intelligent driving system.

From the transition from a graph to a graph-free one, users finally experience the pleasure of easy travel wherever they go. Behind this is the black technology produced by the perfect combination of multiple systems.

With the help of full-stack self-developed hardware, rich data resources, unremitting pursuit of technological innovation and forward-looking technical concepts, Huawei launched the nationwide intelligent driving without maps for the first time. As consumers, we no longer need to wait for the update of high-precision maps, and we don’t have to worry about the experience of smart driving being degraded due to various problems.

This intelligent driving system makes the new energy vehicle become a really easy-to-use and safe smart car. Huawei has demonstrated its leading ability in the field of intelligent driving, which not only allows users to enjoy a comfortable and safe smart travel experience, but also sets a new standard for the whole industry.

　　On March 28th, in a thousand acres of white tea base in Guanshan Village, Guanbuqiao Town, Zongyang County, the network anchor went into the tea garden to sell spring tea live to help tea farmers increase their income.

　　At present, 50,000 mu of white tea in this county has entered the peak picking season, and tea enterprises are actively docking with online celebrity anchor to promote local white tea through webcasting, so that consumers can intuitively understand the whole process of spring tea production and broaden sales channels.

　　Correspondent Wang Zhangzhi photo