Behind the mutual scolding of Xiaomi and OnePlus executives, the machine circle scolds and trusts each other's daily life in the car circle?

In recent days, Lu Weibing, President of Xiaomi Group, and Li Jie, President of OnePlus China, have once again staged a "Ten Years of Scolding Story" for everyone.

In the mobile phone industry, "benchmarking" and sarcasm between manufacturers are not uncommon, but in the past, everyone usually only tactfully mocked at the press conference, and it was not common for executives to personally go out and scold each other in private. The last time there was such an unabashed, sabre-rattling "scolding war" may have to be traced back to the era of mobile phone brand "Battle Royale" ten years ago.

Xiaomi and OnePlus executives are at each other's top scores

The fuse of Xiaomi and OnePlus came from a Weibo post by Lu Weibing on December 11, saying that the fermentation of the "gap" and "dispensing" accident is getting hotter and hotter, and more buyers have chosen to return the phone.

Although he didn't specify whose product it was, the comments section did the rest for him — pointing the finger at the recently released OnePlus 12.

Many netizens posted a number of pictures of OnePlus 12 with problems such as "gaps" and "dispensing" under Lu Weibing's Weibo, among which some netizens actually said that Xiaomi and Redmi's products also have problems such as too large gaps, but the intention of this revelation is obviously not in itself.

Wang Teng, general manager of Redmi marketing and spokesman for the Redmi brand, did not forget to "mend the knife", saying that "if you don't pay attention to the appearance of refinement, it is not a big problem to use". OnePlus's brand slogan is "Never Settle". I have to say that Wang Teng is very good at using homophonic stalks.

On December 12, Li Jie, president of OnePlus China, responded to OnePlus 12-related questions on Weibo, saying that "it is not a quality problem", "the customer service has been asked to open a green channel, and the exchange or return will be responded to as soon as possible".

He obviously also noticed Lu Weibing's Weibo posted the day before, saying, "It is recommended that friends and businessmen compare products in a dignified manner, and do not engage in malicious competition and small actions." Some brand executives frequently come out to maliciously mislead the public, which is a very rare and bad behavior."

Although neither side was named, "silence is better than sound here", and everyone understood very tacitly who the other party was referring to.

Subsequently, OnePlus employee @ Xiaoyao Hippo also joined the "battle", and countered the army, pointing the finger at the screen, image and battery life of the friend "14 Pro", which is not as good as OnePlus 12. Although it is also not explicitly stated, in addition to the iPhone 14 Pro (released last year), the only phone called "14 Pro" is the Xiaomi 14 Pro released by Xiaomi two months ago.

Xiaomi is naturally not to be outdone,Before responding to the quality of the screen,Wang Teng said"Sometimes the more you explain, the more you feel weak,There is no problem with the design, why should the products that have been produced be replenished?", also hit the point.

Lu Weibing did not hesitate, and asked OnePlus about quality control, saying that the engineer gave him a lesson about "gaps" and "dispensing", saying that "all brands have design tolerances, but the tolerance standards are different; And if the quality control tolerance standard is loose, it will become a 'gap'", implying that the OnePlus 12 quality control is too loose.

Executives personally used Weibo to fight each other with competitors, perhaps this is a "high-end business war".

Behind the scolding war, the mobile phone market has not been quiet for years

Although the fuse of the scolding war was a Weibo by Lu Weibing, the two sides actually have deeper contradictions.

Lu Weibing and Wang Teng are mainly responsible for Xiaomi's cost-effective brandRedmi,The latest release of the Redmi K70The highest price of the series is only 4399 yuan,And OnePlus12The price is4299element-5799element,The two sides do not overlap much in price,Therefore, it stands to reason that the contradiction between the two sides should not reach the extent of either/or。

The core reason is actually that Li Jie has revealed that the real competitor of OnePlus 12 is actually Xiaomi's latest flagship mobile phone, Xiaomi 14 series (priced at 3999 yuan-6499 yuan). At the OnePlus 12 press conference, Li Jie said, "The goal of the OnePlus 12 mobile phone project is to surpass all Snapdragon 8 Gen3 flagship Pro versions of the product."

The flagship Pro version of the Snapdragon 8 Gen3, which is at the same price as the OnePlus 12, is only the Xiaomi 14 Pro.

In fact, OnePlus 12 and Xiaomi Mi 14 Pro do have quite a lot of overlap in terms of functional configuration, and the core parameters are all Snapdragon 8 Gen3 + UFS4.0+ LPDDR5X, both focusing on image and performance. What's more, the market results achieved by the Xiaomi 14 series are also impressive.

According to the data released by Xiaomi, the first sales of Xiaomi 14 surpassed that of iPhone 15 Pro, breaking JD.com's single product sales record in the past year, and only 10 days after its release, the sales of Xiaomi 14 series exceeded 1.44 million units, setting a record for Xiaomi's high-end flagship sales. Not long ago, according to the Science and Technology Innovation Board Daily, Xiaomi 14 increased the order by 40%.

On the other hand, OnePlus's flagship models have been tepid in China for a long time, and even at the public level, the brand recognition is far inferior to Xiaomi.

In this case, it is not surprising that the OnePlus 12 considers the Xiaomi 14 series as a direct competitor.

Of course, Xiaomi is not willing to let its friends attack, so the Redmi brand took on the task of interception. Although Redmi's product positioning does not coincide with OnePlus 12, Lu Weibing and Wang Teng, as Redmi's executives, their fate means that OnePlus 12 has been pulled to the same positioning as Redmi - that is, to tell the outside world that "OnePlus 12's opponent is Redmi".

In this way, although the "big brother" Xiaomi 14 did not make a direct move, the brand image of OnePlus 12 was lowered to the same level as Xiaomi's "second brother" Redmi. And Redmi, as a cost-effective brand with a much lower price, is obviously not afraid of the attack of OnePlus 12, after all, the starting price of the Redmi K70 series is only 1999 yuan.

This is also why OnePlus frequently mentions its friend "14 Pro", but Xiaomi never responds and only uses Redmi to target OnePlus 12. On the one hand, it hopes to improve sales and brand positioning by defeating Xiaomi 14, and on the other hand, it uses the cost-effective brand Redmi to attack in dislocation, pull down the brand image of the other party, and solve the siege of Xiaomi's main brand from the side.

In fact, ten years ago, when the domestic mobile phone market pattern was undecided and hundreds of brands were fighting, it was not uncommon for similar scolding and mutual scolding to occur. However, after the pattern of the five major manufacturers of "Huami OV Rong" was determined, everyone's market share tended to be stable, and the innovation of the mobile phone industry fell into homogenization, so everyone has converged a lot.

This scolding war is back in the rivers and lakes, which seems to confirm one point from the side: although the growth of the mobile phone market has stagnated, except for Apple, the position of other manufacturers is actually not stable, even if the sales of Xiaomi 14 hit a new high, they have to beware of the onslaught of competitors.

Xiaomi and OnePlus used to be both Internet brands and were quite good at online marketing, so although the scolding war itself is not out of the circle, there is a lot of discussion within the mobile phone circle.

The "scolding war" spread in the car rim

In recent years, with the popularity of the so-called "Internet thinking" in the automotive industry, car companies that were considered "traditional" in the past have also put down their reserve and begun to "Xi" the marketing methods of mobile phone manufacturers. Unfortunately, "scolding war", as a traditional art in the mobile phone industry, has been more or less learned by car companies.

In the past few years, there has been a similar turmoil, and Volkswagen Group China CEO Stephen Vohm has publicly stated to the media that extended-range electric vehicles are "the worst, not environmentally friendly, and nonsense". At that time, only Li Auto and Huawei's Zhixuan brand's Wenjie brand launched an extended-range version of the model.

As a result, Li Xiangzai, the founder of Li Auto, said angrily: "A group of people who have no 'user thinking' and don't care about users at all are studying the technical route every day, what is the technical route?

Since then, Li Ruifeng, chief growth officer of Great Wall Motors, has posted a number of Weibo posts, saying that the extended-range hybrid technology is backward, and the spearhead is directly aimed at Yu Chengdong, executive director of Huawei, CEO of terminal BG, and chairman of intelligent vehicle solution BU.

Since the beginning of this year, with the spread of the price war in the automotive industry, the anxiety of car companies has increased unabated, the front has a plug-in hybrid engine gearbox war, and then there is Yu Chengdong, He Xiaopeng AEB dispute, and now car companies are obsessed with flaunting "the best within 5 million yuan" and "the best within 10 million yuan", and the so-called "Internet thinking" in the mobile phone circle has almost been exhausted.

Nowadays, Huawei's intelligent driving is booming in China, Xiaomi cars have been unveiled and will be released soon, and although the Apple car is gone, it is full of legends, and the automobile industry has ushered in more and more mobile phone manufacturers to join, which has also brought the atmosphere of the mobile phone industry.

But just as Apple is the winner in the mobile phone market ten years ago and now, whether it is a mobile phone manufacturer or a car company, perhaps they should return to the product itself and win users with good products and prices, rather than relying on gimmicks and scolding.