Xiaomi's "ceramic" marketing makes people angry. High end needs technology rather than words

Recently, Xiaomi Longjing Ceramics has been questioned as a glass event, which has caused a great stir. Li Nan even shouted to Xiaomi at the 21 Pro launch conference: Glass is glass, ceramics is ceramics, no ceramics, no ceramics. that Xiaomi 14 Ultra What's the matter with Longjing Ceramics? Is it ceramics or glass? Why can't even friends look down on Xiaomi's marketing? Let's have a good chat today.

one Remarkable ceramic marketing“

First, let's talk about the difference between ceramics and glass. From a macro perspective, in our general public's cognition, ceramics are similar to The texture and feel of porcelain, which was previously released by Xiaomi mobile phone It also uses the slogan of "being as warm as jade" Xiaomi 14 The Longjing ceramics on the Ultra back cover are transparent, just like glass.

From a micro perspective, the hardness of ceramics is very high. Lei Jun also used high hardness to promote the ceramic backplane products released by Xiaomi before. According to a well-known UP Shengli Liwen Crepe According to the laboratory test data of Xiaomi 14 Ultra Longjing Ceramics, the hardness of the back plate of this so-called ceramic material is far lower than that of the previous ceramic products of friends and Xiaomi.

No matter the appearance and feel, or the actual test data, Xiaomi 14 Ultra Longjing ceramics are not related to the ceramics we know, so why can Xiaomi still call it ceramics? Xiaomi Wanghua popularized science to netizens on Weibo:

This is because the crystal structures of ceramics and glass are different, Glass is a kind of amorphous material. Its molecules do not have long-range order arrangement in space like crystals, but have short-range order like liquids. While ceramics are crystalline materials (single crystal or polycrystalline), which is completely different from glass. Glass ceramics also have a polycrystalline structure, which has the dual characteristics of glass and ceramics.

Therefore, as long as Xiaomi 14 Ultra is different from glass in law or science, it cannot be said that it is false propaganda. If you go to the supermarket to buy a piece of meat, the store will give you a ham sausage, which does contain meat, If you disagree, you are the so-called "sleeper".

two Going to the top is about technology, not scripts

As an ordinary consumer, what we care about is not whether you can make sense under the microscope, but whether it has the texture, hardness and feel of ceramics. Ordinary consumers are not doctors in materials science. We can only see the big words "ceramics" on your promotional posters, but the products we buy are contrary to our understanding, It feels like the handle of the glass, weighs the weight of the glass, and measures the hardness of the glass, Xiaomi's propaganda really misleads consumers.

Lei Jun, the founder of Xiaomi Group, once said, "Excellent companies win profits and great companies win hearts and minds. "The current marketing method of Xiaomi 14 Ultra is just the opposite of what President Lei said. This marketing can really earn profits, but it will never win hearts and minds. If you can't treat users sincerely, How can people trust to buy your Xiaomi car? If your SU7 is advertised as a brake pad made of self-developed XX ceramics, do we dare to buy it?

High end mobile phones are developed by technology, not by shocking marketing. We hope to see practical technology rather than rhetoric. It is definitely not advisable to rush to the top in this way For those who are willing to spend real money and silver to support the high-end of Xiaomi, this is a crisis of trust. I hope that Xiaomi will be down-to-earth and start to walk the high-end road again from finding his conscience.

Even if Longjing Ceramics is a ceramic, Xiaomi is not the original Xiaomi in my mind.

Make the product more interesting, make the results more direct, and only do the evaluation content you care about most!