From glory Millet together "slide full screen", look at the "trickery" innovation of domestic mobile phone

The penultimate day of August, the night before the opening of the IFA in Germany, Zhao Ming, the glorious president, rushed to expose Magic2 's material information to the world, including the Kylin HiSilicon 980 chip +40w Fast Charge and the proud "black Tech" design-a full-screen slide, and named it "Magic Slide Magic Full Screen ".

Glory Magic2 Black Technology not "black"

Glory Magic This mobile phone series, is the glory of the mobile phone in the high-end series, positioning and pricing are higher than the Glory series of all the phones, basically with the Millet Mix series on par. The series is primarily responsible for exploring black technology and making some bold and innovative innovations. Glory Magic was first launched in 2016, when the magic phone boldly explored Ai ai, eight curved screen and other advanced black technology.

"Innovation" and "black technology" are essential elements of magic phones, but only to the second new machine in the series, the pace of magic innovation is a bit slow or even a bit backwards. The Magic2 of the glory of the whole screen in its said is a bright spot than the groove point, boasting of technological innovation is only a form of innovation. Even as Meizu President Huan Zang said, a full screen slide is the end of the backward design. User's demand is to solve the total screen of the screen and camera and other physical components of the contradiction, but in the process of resolving this contradiction, should not create new contradictions. Glory Magic2 designed the full screen of the slide to reach nearly 100% of the screen accounted for, but also to ensure the existence of physical components such as cameras. However, the new design has led to the user grip feel, the use of the machine experience is greatly discounted, retro design is also contrary to the trend of intelligent development, manual operation in the intelligent era should be gradually reduced. This "innovation", which solves the new contradiction of the old contradiction, cannot be called innovation.

After 2 years, Glory Magic also seems to learn the secular stack of mobile phone configuration, compare price-performance, for the black technology exploration, design innovation, magic is like other impetuous mobile phone series and mobile phone brand, no longer willing to sink the heart to meditate.

Mobile phone brand Together "slide full screen", highlighting the dilemma of manufacturers innovation

What is more regrettable is that the launch of the year "full screen" mobile phone brand and not only glory.

Just after the Glory Magic2 material exposure soon, Xiaomi chairman Lei June also exposed Xiaomi Mix3 on Weibo, and said to be released in October. The millet mix3 in the picture also uses a "full screen" of glory Magic2.

And on the next day, there are mobile phone manufacturers announced to launch a "full screen" mobile phone.

In just 24 hours, there were 3 domestic brands exposed to almost the same new machine, the same recipe, the same taste, and all concentrated in the autumn release. Oppo find X, which also has a full screen design, has 4 mobile phone brands in the country that have launched similar designs. And the 4 brands of mobile phone sales totals almost 50% of the total sales of the country, that is to say, the 4 mobile phone companies almost represent all domestic mobile phones, the homogeneity between them almost represents the entire domestic mobile phone industry homogeneity phenomenon.

Long before the full screen era, the homogeneity of domestic mobile phones has reached its peak. At the time of the domestic phone constantly imitate Apple and Samsung, to the last almost invariably adopt the waist round key + metal back cover + three-stage design, even the UI and operation also imitate Apple and Samsung as much as possible, to the end of the formation of "thousand Machine side" situation, in addition to the logo is not the same outside of almost no difference.

Homogeneity of the issue to a comprehensive screen era only to alleviate, the original design has gradually been phased out, the production of the competition to introduce innovative design to adapt to the times, the wind of innovation is quietly scraping.

First Xiaomi was the first to launch Xiaomi Mix mobile phone, a piece of ultra-kaoping accounted for the screen definition of a full screen; Vivo in order to solve the problem of full screen and entity key fingerprint unlocking, launched a mobile phone with screen fingerprint; In order to obtain a higher ratio of screen, Oppo introduced the function of double-track lookout, Vivo introduced the design of the lifting camera. Of course, there's a variety of revolutionary innovations on camera, software-level, unlocking solutions. The benchmark of innovation is also erected, sometimes millet, sometimes oppo, sometimes Huawei, sometimes vivo, all the manufacturers have independently innovative ability. Sadly, however, the benchmark for innovation is often put on the back, often the first innovation, and then the first imitation.

A true innovation benchmark, should maintain a continuous flow of innovation, as far as possible to avoid copying imitation, as the industry's vane, to their own requirements must be higher than the industry's other competitors.

Domestic mobile phone innovation, can not rely on "take", not to "trickery"

"Take doctrine" is deeply rooted in the hearts of the Chinese people, whether it is technology or design, domestic brands are often "brought" from the hands of competitors. Innovation is a cost, and "Take it" is not necessary.

Cost of innovation. Innovation often means high costs, research and development costs, design costs, it is necessary to invest a lot of manpower, material resources, financial resources and time. Innovation means that there is still a gap in the market, not only that there is no reference to research and development, but also that it costs more to produce. Moreover, innovative production is often a new thing, the supply and process of immaturity will inevitably lead to high costs.

The risk of innovation. The user's psychology and needs are not easy to anticipate, innovation does not always meet the needs of users every time, once the innovative products and users expect a gap, the product is likely to slow down. The cost of innovation is lost in vain. A new machine often means that a mobile phone company in the next six months or a quarter of sales, once innovation fails, the company will face the risk of word-of-mouth decline, the entire brand sales will decline.

As a result, domestic brands are often reluctant to innovate after witnessing the cost and risk of innovation. Even more frightening, they will require less development and less design in order to save costs. For those innovations and designs that have been recognized by users on the market, they are more willing to "fetch" them. So we will now see, consumers like what kind of design, such a design will be more and more, what kind of function is popular with consumers, and so the function will be more and more.

The success of innovation is a "fragrant bobo", is a good fortune and fame. However, at home, after an innovation has been recognized by consumers, soon there will be other brands to imitate the past. An innovative barrier is often broken within one months to become a "bad street" design or function. The first person who has invested a lot of money has not yet tasted the sweetness, and the features that have been painstakingly developed are used by competitors.

At present, this "take doctrine" has become the unspoken rules between handset manufacturers, the default industry routines. But what the elder brother wants to say is, take doctrine certainly can reduce the development cost, reduce the innovation risk, but to today's domestic handset brand, this kind of picking up cheap thing is really not good. What's more, "slide-full Screen" is not a real innovation, so "innovation" is not worth imitating.

Domestic handset brand manufacturers want to go out, become a true international big name, innovation or not "trickery". Because only true innovation, can lead the industry development, to maintain a strong competitiveness. That kind of "trickery" innovation, even if can create a momentary concept, will soon be abandoned by the market.

From glory Millet together "slide full screen", look at the "trickery" innovation of domestic mobile phone