The smartwatch market is now fundamental for each brand, especially for Xiaomi. The numbers speak for themselves: only with the sale of the queen of smartbands Mi Band 4, the company has seen a thrilling revenue increase. However, what every user fears is the too much presence of Xiaomi wearables in the market, in particular those belonging to the same category. Basically, buyers who are fond of the brand are afraid of a devaluation of the products. Qu Heng, general manager of the ecological chain Xiaomi answers the fundamental question: because there is a need for all these products, very close to each other? The answer is perhaps obvious, but it also makes us understand another thing, namely that with the latter Mi watch color the colossus will stop.
"Xiaomi, why all these smartwatches / smartbands?". The company finally responds and announces that it will stop with production
Without going around too much, the general manager of all the products of the Xiaomi ecological chain answers the question that everyone is asking. First of all it clarifies that the release of the Mi Watch Color represents the closure of the triangle of wrist products for the brand. According to the company's physlosophy, in fact, from the beginning the market needed three types of smart watches that met different needs:
- smart band: or the very famous I Band 1, 2, 3, 4 (the first in color);
- smart watch: like the interesting We Watch da poco released in China;
- smartwatch with long battery life: i Mi watch color which, however, compared to the other two categories, were developed with a different objective.
The points faced by the big hunk of Xiaomi are basically 3:
1 Xiaomi hopes to take command of the sector to make a clear one distinction between "real smart watches" and "long battery life smart watches" and clarify the difference between these two categories, so that users can really choose the product that suits them best. When the first real Xiaomi smartwatch was launched in November, there was much more than its nature. What is a smartwatch actually? Some products are not smart watches, but have "overused" the concept of "smart" in advertising: for the brand it should be equipped with an open systemjust like a smartphone. Must use one eSIM for make calls e download app but above all to be used independently of the mobile phone.
Smartwatches with long battery life are another category. Compared to the bracelet, they have a bigger screen as well as richer ways of interacting. Compared to the more powerful real smartwatches, Mi Watch Color eliminates the need for eSIM to make calls and download applications. Focusing on the so meet basic needs of most people, the battery life is longer, the circular design is closer to the traditional clock shape and it is more trendy. In fact, the release of this new product, as evidenced by the advertisements, focuses precisely on the "fashion" discourse.
2. The smartwatch with long battery life is not only a smart portable device, but also a trendy object that can express the wearer's personality. In fact, smartbands and the Mi Watch, compared to this speech, have very little possibility of customization if not in the dials. The latter device can be customized from start to finish. The idea of this new trendy philosophy came to following the success of the Mi Band, first product able to fully customize the animations. At that point Xiaomi wondered: if this is successful, can we take this idea even further? Yes, with the complete customization Of the device.
Small spoiler: dAfter the Spring Festival, Xiaomi plans to announce the name of a world-renowned artist with whom he has collaborated for a special edition of the Mi Color Watch.
3.lXiaomi's original intention in making wearable devices was to allow more people to enjoy the new technology through the wrist. This returns with the much-heralded original philosophy: technology for everyone and not luxury. So at the level of "product categories" Xiaomi has completed its expansion by bringing it to the market smartband, real smartwatches and smartwatches with long battery life. These three products are positioned differently to meet different user needs. For example, the first category represents a wrist product entry-level that everyone can own; the real smartwatch is aimed at users who want to explore technology and have a real smartphone on your wrist; finally the third category is more oriented towards i fans who love fashion and trends and who prefer a middle ground between the first and second category of inseparable.
