The time has come to the end of September, but mobile phone manufacturers are not idle. Not long ago, on September 20, the product manager of Xiaomi Civi officially announced that the new Xiaomi Civi 2 under Xiaomi will officially arrive, and the press conference will be held at 2 pm on September 27.
Xiaomi Civi 2
According to the information currently published by the official, this Xiaomi Civi 2 adopts a relatively special appearance design, with a rear triple camera module and lens design that is obviously different from other mobile phone products on the market, and is somewhat similar to the Xiaomi 12 series. Moreover, Xiaomi also brought a new back shell pattern called "Little White Skirt" to this phone, which looks like a layered, complex but not complicated palace dress hem, exquisite and beautiful.
At the same time, this phone has also undergone further upgrades in terms of imaging systems. According to the official introduction, in order to create the strongest front-facing imaging system Xiaomi has ever produced, Xiaomi Civi 2 directly stuffed two 32-megapixel cameras directly in front of the phone. These two cameras are professional main cameras and ultra-wide-angle main cameras. With such powerful hardware support, the selfie ability of this phone should also be very worthy of consumers' expectations. In addition, on the rear image system, Xiaomi also uses Sony IMX766 as the main camera sensor of the phone. At the same time, the core processor of this phone uses the Snapdragon 7 Gen 1 mobile platform of Qualcomm .
Xiaomi Civi 2
A closer look at it is not difficult to find that like the previous products, Xiaomi Civi 2 is obviously also a mobile phone product designed for female consumers. Of course, the Civi series itself was born for this. In the past, Xiaomi has not launched mobile phones for female consumers, such as the CC series, but in the end, the CC series stopped at the CC9 Pro and has not been updated since then. Since Civi launched its first mobile phone at the end of September 2021, it has now brought a number of products and has entered a normal update pace of a major iteration every year. From this we can also see that Xiaomi has obviously attached more importance to the women's consumer market. So, what is the reason for this?
accumulated image strength needs to be used
What does female consumers pay most attention to mobile phones? Many people should have different opinions on this, perhaps it is design, or it is weight. But it definitely includes a photoshoot. Most girls should love beauty. Which girl doesn’t want her phone to take pictures of her best-looking side? Xiaomi is precisely one of the most powerful mobile phone manufacturers in mobile phone images in recent years. Therefore, Xiaomi can apply the accumulated image strength and influence on female mobile phones to fully utilize it.
Xiaomi Civi 2
Although in many people's impression, Xiaomi's photography strength should still have a lot of room for improvement. However, in fact, Xiaomi established a camera department in 2018. When Xiaomi CC9 Pro brought 100 million pixels to the mobile phone market, the official also specially prepared rewards for this department. Nowadays, Xiaomi's imaging strength should be among the top in the Android camp. The efforts of Xiaomi's camera department are not only reflected in various hardware, but also in various software and algorithms.
In the first generation of Xiaomi Civi, the official has brought the so-called "pixel-level skin renewal technology". Unlike traditional beauty, Xiaomi's technology has undergone million-level high-precision training to greatly optimize the skin effect in photos. How can such a function not be loved by female consumers? On Xiaomi Civi 2, the official upgraded this technology to version 3.0, and the user experience will undoubtedly reach a higher level.
Xiaomi urgently needs the next market growth point
Although at present, Xiaomi is the third player in the global mobile phone market, with the number of mobile phones shipped every year up to hundreds of millions. But the reality is that Xiaomi is facing increasing downward pressure.In the second quarter of 2022, according to official financial report data, affected by various factors, Xiaomi's revenue decreased by more than 20%, and its net profit fell to RMB 1.39 billion, and its total profit in the first half of the year decreased by about 60%. A large part of this is due to the weakness of the mobile phone business. It is reported that in the second quarter, although the market share increased, the revenue of Xiaomi mobile decreased by 28.5%, and the shipments decreased by 26.2%.
In such a general environment, Xiaomi needs to find new market growth points, and the women's market is a good choice. Previously, due to various reasons such as the promotional style and the product itself, Xiaomi's main mobile phone products should be aimed at the male market. According to information from the Big Data of the push, before launching the Xiaomi Civi series mobile phones, among the major mobile phone manufacturers in the market, the male-female ratio of Xiaomi mobile phone users was the most severely imbalanced, roughly reaching 2 to 1. Of course, it has been two years since this data. At the moment when Xiaomi Civi has launched several products, the proportion of Xiaomi’s mobile phone users should also change. But there is no doubt that Xiaomi still has a lot of room for growth in the girls' consumer market.
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Some brand mobile phone users male-female ratio
If Xiaomi Civi series can achieve market success, it will undoubtedly provide a considerable help for Xiaomi to get out of the predicament. In the 2021 Lei Jun annual speech, Xiaomi founder Lei Jun set the goal of winning the world's first place in three years. And this goal, if there is a lack of sufficient female consumer market share, it will be difficult to achieve.
impacts the high-end Xiaomi still needs to diversify
In recent years, for Xiaomi Group , the high-end mobile phone should be one of the most important goals. At present, Xiaomi mobile phones have significantly improved in terms of price and product experience. Overall, Xiaomi's high-end road has achieved certain success, but it still needs a long time of effort.
Xiaomi Civi 2
On the road to high-end, Xiaomi needs to be more diversified, which may be one of the reasons why Xiaomi is currently vigorously promoting the development of the Civi series. At present, although the MIX series is Xiaomi's highest-end flagship mobile phone series, it has a low presence in the market. The market sales of Xiaomi mobile phones are mainly supported by the digital series. For example, the main models on sale at Xiaomi are basically inseparable from the number 12. On the other hand, brands such as Huawei and Samsung , which have basically gained a foothold in the high-end market, have a much richer product lineup and consumers can also get more choices.
In this case, if the Civi series can achieve significant success, then it will be a very important improvement for the entire brand of Xiaomi and its product lineup.
