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Update on Brazil Germany China and USA Coronavirus

Brazil discovers a new variant of the new coronavirus

According to Brazilian media reports on the 14th, Brazilian and British researchers discovered a new type of P.1 when analyzing samples of the new crown virus collected from Brazil's Amazon. Mutated new coronavirus.

 

This research has been published in a "virology" online forum dedicated to discussing virus evolution and other related content. According to the researchers, of the 31 new coronavirus-positive samples collected in Manaus, the capital of the Amazonian state, from December 15 to 23, 2020, 13 tested the mutant new coronavirus P.1. 

This mutant virus carries multiple mutations such as E484K, K417T, and N501Y, and has some similarities with the mutant new coronaviruses found in the United Kingdom and South Africa.

 

Japan recently discovered that four passengers entering the country from Brazil were infected with a mutated new coronavirus, which is not exactly the same as the mutated new coronavirus found in the United Kingdom and South Africa. 

Researchers in Brazil and the United Kingdom speculated that these four people may be infected with the P.1 mutant new coronavirus.

 

Researchers are currently analyzing the characteristics of this mutated new coronavirus, such as whether it is more infectious and whether it will affect the effectiveness of the existing new coronavirus vaccine.

 

The new crown epidemic data released by the Ministry of Health of Brazil at 18:25 on the 14th showed that there were 67,758 newly confirmed cases in the country within 24 hours, and a total of 8,324,294 confirmed cases, 1,131 new deaths and a total of 2,070,09 deaths, a total of 7,329,703 cured cases.

 

Important finding! German bioinformatics scientists discover new weaknesses in the new coronavirus

Recently, German bioinformatics scientists have used computer models to identify an enzyme in the human body that is essential for the reproduction of the new coronavirus. 

If this enzyme is inhibited, the virus will stop reproducing without affecting the host cell. The research helps to find new ways to fight the new coronavirus infection.

 

In addition to vaccines, finding effective drugs for the treatment of new coronavirus infections is also one of the important means to overcome the epidemic. 

Now, Dr. Dräger and his team from the German Infection Research Center and the University of Tübingen have discovered a weakness of the new coronavirus through a novel method that can be used to develop targeted drugs. 

Bioinformatics scientists used computer models to identify a human enzyme that is essential to viruses. 

Dr. Dräger said: "If we turn off this enzyme, guanylate kinase 1 (GK1), the virus will stop reproducing without affecting the host cell."

 

 

The research team led by Dräger has been conducting research on the new coronavirus since January 2020. He is also a young professor at the University of Tübingen, responsible for computer-based systems biology research, focusing on optimizing biotechnology processes and molecular levels. The development and progression of the disease. They successfully developed an integrated computer model with the new coronavirus and human alveolar macrophages. 

Macrophages are mainly responsible for the defense against foreign bodies in the alveoli, Dräger said: "(Previously) there is already a complex computer model of these macrophages, and we have further developed it in order to study the new coronavirus."

 

The starting point of the model is that the virus has penetrated into the host (ie, the human alveolar macrophages in the model) and has been reprogrammed. 

If the virus wants to produce new viral particles and spread, then it must use materials from the host and force the host cell to produce new viral components. 

Dräger said: "The biochemical reactions used by the virus in the host have been integrated into the model. 

We first analyze the components of the virus, then calculate the materials needed to produce the virus particles, and look at the biochemical reactions in the host cells during the virus infection. Changes."

 

In the so-called flow balance analysis, scientists systematically tested which biochemical reactions occur differently in infected cells and uninfected cells. Through these reactions, they can start further experiments. 

By specifically shutting down selected reactions, they tracked processes that are particularly important to the virus. 

For example, when guanylate kinase 1 is turned off, virus reproduction can be completely prevented. 

In alveolar macrophages, this enzyme plays an important role in the metabolism of ribonucleic acid (RNA) components, so it also plays a decisive role in the composition of new coronavirus RNA.

 

Dräger explained: "Without the GK1 virus, it cannot replicate, but human cells can switch to other biochemical and metabolic pathways." 

If you want to use active ingredients to inhibit enzymes without causing adverse side effects to the human body, this is an important prerequisite. Currently, the Dräger team is collaborating with Dr. Berhard Eilinger of the Fraunhofer Institute of Molecular Biology and Applied Ecology to test the effectiveness of inhibitors against the new coronavirus. 

Some enzyme inhibitors are known. Fraunhofer Research in Hamburg has a complete library containing more than 5600 active substances. 

The most important thing is that all these substances have been approved for safe use in humans.

 

Even so, after scientists find suitable active ingredients in the laboratory, they must conduct rigorous tests. First in animals, then in humans. 

Because only in this way, people can fully grasp the interaction between the active ingredients and the immune system. 

Experts predict that if all goes well, this drug against the new coronavirus may be approved as early as the end of 2021 after clinical trials. Ehringer explained: "Maybe we can't fight this virus 100%, but only prevent 90% or 85% of the virus from reproducing. 

But as long as we buy enough time for the immune system, the result will be obvious. In addition, it is worth looking forward to. In addition, this basic method for the virus can be applied to all mutations of the new coronavirus."

China COVID Official: timely, adequate and accurate protection of the new crown virus vaccine and vaccination costs

According to the WeChat message of the National Medical Insurance Administration, on February 25, the National Medical Insurance Administration organized a national video conference on the protection of new coronavirus vaccines and vaccination costs to ensure the protection of new coronavirus vaccines and vaccination costs. 

Work is scheduled and deployed. Require timely, full, and accurate protection of vaccines and vaccination costs as the goal, and be brave to explore new paths, create new methods, take new measures, use full embroidery skills, and do good things well.

Source: WeChat ID of the National Medical Insurance Administration

 

Li Tao, member of the Party Leadership Group and Deputy Director of the National Medical Insurance Administration, attended the meeting and delivered a speech. 

Responsible comrades from relevant departments of the National Medical Insurance Bureau, Ministry of Finance, and National Health Commission attended the meeting. 

Responsible comrades from various medical insurance, finance, health and health departments attended the conference.

 

Li Tao pointed out that the implementation of free vaccination against the new coronavirus is a major decision and deployment made by the Party Central Committee and the State Council. 

Doing a good job in the protection of new coronavirus vaccine and vaccination costs is the primary political task of the current medical insurance department.

 It is necessary to have a high sense of political responsibility and work enthusiasm, and to ensure timely, full and accurate protection of vaccines and vaccination costs, and be brave to explore new paths. 

Create new methods, adopt new measures, use full embroidery skills, and do good things well.

 

The meeting called for the establishment of a joint work mechanism for medical insurance, finance, and health departments, clarify the division of responsibilities, refine the work plan for cost protection, and unblock information transmission channels. 

Strengthen the dynamic monitoring of the progress of vaccination and the use of funds, and effectively ensure that the vaccination and vaccination costs are settled in time and in full. (China-Singapore Jingwei APP)

Jeremy Lin was criticized as "new crown virus", systemic racial discrimination is everywhere in the United States

On February 27, local time, Jeremy Lin, an Asian-American basketball player, posted on foreign social media that he was called the "new crown virus" by another player in a recent game, and asked about this: racial discrimination in the United States "someone is listening "?

 

The tracing of the source of the new crown virus is a scientific issue, and many studies have shown that the new crown virus has appeared in many countries around the world long before the outbreak in Wuhan. 

However, "theory of origin" has long been used by some people as a weapon to attack and slander China. Jeremy Lin was also scolded for an Asian face, which really made people angry.

 

In fact, since the outbreak of the epidemic, Asian groups have suffered discrimination and even hate attacks for wearing masks, and have also been regarded as "scapegoats" for the virus. 

Statistics show that from February to December last year, there were at least 3,000 hate crimes against Asians in the United States.

 

At the end of January this year, an 84-year-old Asian man died after being attacked by a young man while walking in a community in San Francisco. 

On February 6, a 26-year-old Yale University Chinese graduate student Kevin Jiang was shot and killed in New Haven. 

On February 25, an Asian man was assassinated in Manhattan. The victim was in critical condition after being sent to a doctor.

It is hard to imagine that in a civilized society of the 21st century, in a country that claims to be the number one in the world, violence is so frequent and ethnic. Discrimination is so deep-rooted.

 

Some commentators believe that Asian Americans are currently facing two viruses: the new crown virus and the racist virus, and the latter is more "difficult to cure". In the United States, discrimination against Asians has a long history. 

As early as 1882, the United States signed the infamous Chinese Exclusion Act, which was not abolished until 1943. 

The real apology waited until 2011. The two houses of the U.S. Senate passed an apology case separately, but in the bill passed by the Senate, the word apology was not used, but a lesser degree of regret.

 

Even an apology is unwilling, and actual equality is even more distant indefinitely. An American equal rights person bluntly said: For a long time, Asian communities have been systematically excluded from structural power. In recent years, minorities such as Asians have all suffered undue unfair treatment in terms of education, medical treatment, and work. 

During the epidemic, ethnic minority small business operators were often excluded from the government's rescue plan. 

According to the Fed report, affected by the epidemic, about 54% of white-owned companies are currently financially "fair" or "poor." But this proportion is 79% of Asian-owned companies, 77% of African-owned companies, and 66% of Latino-owned companies.

 

The United States has always been known as the national melting pot, and many Americans were proud of the diversity of society. But history and reality have proved that as a country of immigrants, the race relations in the United States are actually quite fragile. 

Racial discrimination and xenophobia are everywhere, severely tearing American society. 

Even after experiencing violent incidents and protests, "political correctness" can hardly be reflected in reality. Even as a minority Obama came to power, he failed to escape the fate of poverty, unemployment, discrimination, social neglect, and violence among African Americans. 

Even he himself had no choice but to admit that the "dream of racial equality" had not yet been completed.

 

"All men are created equal", embedded in the first paragraph of the second paragraph of the US "Declaration of Independence". 

However, this equality must always be guaranteed and maintained by the powerful forces of the government and society. 

However, in the Western world, capital controls the economic and social cycle of a country, and the objective existence of exploitation makes resources inevitably gathered in a few people. 

The "mountain" class enjoys "positive bonuses" that are conducive to wealth appreciation, such as technology, finance, and tax avoidance. 

The "Matthew effect" of class solidification is increasing. The "golden master politics" in the United States has also intensified class antagonism. 

The seemingly democratic "one person, one vote" is actually "one dollar, one vote." Political parties that perform on stage will only serve large consortia. Minorities and the lower-level people do not. "Spoken person". 

The deep ills of the system are almost determined, and neither the government nor the people have the motivation to continuously improve the racial ills.

 

After the new administration of the United States came to power, President Biden issued multiple executive orders aimed at promoting racial equality in American society. 

However, the US Department of Justice took the initiative to withdraw the lawsuit against Yale University for discriminatory behavior in the admissions process. 

Some commentators pointed out that the "equality" practiced by the Biden administration does not give equal treatment to all ethnic groups, but allows "racial differences." When the government has implemented "racial preferences", can society get better?

 

 

The opponent has gone ashore to watch, and Xiaomi is still in the same place to "kill monsters and upgrade"

"Monkey-playing" in the mobile phone circle is getting worse. Let's talk about this charging head. On the eve of Xiaomi's release of Mi 11, Lei Jun accidentally revealed that he might not send the charger, and it was fry for a while. However, in order to calm the "public anger", the globally popular company Xiaomi is very clever to provide a package version option, an additional independent charging head, but from the packaging design, Xiaomi Mi 11 has long planned not to send a charging head. 

Otherwise, how could the charging head of the set version be independent?

Of course Xiaomi can dump Apple and make Apple a bad guy, but it still can't hide the desertedness of the entire mobile phone circle. 

Except for Xiaomi's active promotion of Xiaolong 888, other mobile phone manufacturers seem to be absent-minded. 

Usually at this time, Xiaomi's opponents will ridicule them, and Xiaomi will also respond to them. This script has been repeated many times. But this year is obviously different. 

Even if Lu Weibing emphasized that “the first release of Mi 11 is very different from the first release”, in order to stimulate the opponents, Xiaomi's opponents seem to be "intellectual" and silent.

 

For example, vivo focuses on the X60 using Samsung Exynos 1080; Honor, which often interacts with Xiaomi, is undergoing a brand change and is also busy with the release of V40 recently. 

At the same time, OPPO has gained a lot in the European market. Data in the third quarter of this year showed that it had the fastest growth among the top five mobile phone brands, with a year-on-year growth of 396%. 

There was news that OPPO was actively increasing orders and had no time to take care of it. As a result, the usual excitement did not reappear.

 

Is the mobile phone industry going to change? 

Let's first look at what industry leaders are doing recently. On the one hand, Huawei has been suppressed and began to exert efforts to operate the operating system under the condition of limited hardware expansion. 

At the Huawei Developer Conference on December 16, Hongmeng OS2.0 Beta was announced, officially announcing that its own operating system will be stationed in mobile phones, and it is also compatible with Android apps. The most important thing is the extended connectivity of the IoT, which can be seamlessly connected with a "touch", which is a demonstration to Google's Fuchsia in advance.

 

Just about a week before Huawei announced the Hongmeng OS2.0 Beta, Google also open sourced Fuchsia. According to Google’s plan, Fuchsia is not used to replace Android, but it can cover Android. 

It is an operating system that attempts to open up various smart devices. . At this level, it is similar to Huawei's Hongmeng.

 

On the other hand, Google's first open source Fuchsia also has deep meaning. It has long been reported that the number of IoT devices and the amount of data in the future will greatly exceed the scale of current mobile phones. 

In the future, mobile phones will be used as a super terminal to take on the important task of connecting and controlling various IoT devices. 

To this end, Google has been preparing for 5 years, but contacting Google is currently facing antitrust investigations and factors such as the unsuccessful development of AI and smart driving business. 

At this moment, raising Fuchsia's popularity again is more like frustrating other new businesses rather than keeping Fuchsia always released. In the right place.

 

Apple, which has earned most of the profits of its smartphones, is also beginning to think that the car it is going to do will finally land, and it may be released as early as September next year, which is two years earlier than Guo Mingqi's expectation. 

The three companies that can change the world in the field of mobile phones have coincidentally looked beyond mobile phones and began to ride a donkey to find horses, weaken the status of mobile phones, and extend their tentacles into other industries. 

What has happened in the mobile phone industry has polarized the top manufacturers. 

Some of them seem to be wandering, and some of them continue to fight the defense of mobile phones. 

Does this mean that the turning point of the industry has come ahead of schedule, has Xiaomi's ongoing "fighting with monsters and upgrades" changed?

Others are hoarding technology, Xiaomi is hoarding money

 

Google and Huawei are making technical reserves (Huawei is also hoarding goods), Apple is doing cross-border exploration, Xiaomi is hoarding money, and the prelude to the rising smoke is indeed a bit nervous.

 

Shortly after the release of the strong 2020 Q3 earnings report, Xiaomi quickly carried out a financing operation. This was the first refinancing of Xiaomi after its listing. 

It is reported that Xiaomi was seeking to raise up to US$4 billion through the allotment of shares and the sale of convertible bonds. 

Part of the plan is to place 1 billion shares of stocks on a first-to-new basis, with a price range of 23.7 to 24.5 Hong Kong dollars per share. 

The other part is the signing of a convertible bond subscription agreement after the market on December 1, and the issuance of a seven-year zero-coupon convertible bond of US$855 million. This financing action also lowered Xiaomi's share price by 7%.

 

Despite causing dissatisfaction in the secondary market, Xiaomi still pushes forward strongly. 

According to Xiaomi's introduction, this financing is mainly used for: increasing operating capital to expand business; investing to increase market share in major markets. 

As for the strategic ecosystem and other general purposes of the company, it is a cover. The first two are the key. Then, Xiaomi conducted a series of quick operations.

 

On the afternoon of December 2nd, based on this financing, Xiaomi issued an organizational adjustment document, involving key elements such as the group's general office and the upgrading of the mobile phone manufacturing engineering department to the intelligent manufacturing department. 

Among them, the general office of the group established by Xiaomi is considered to enhance the status of public relations (this is easy to associate with the negative comments of a certain Xiaomi executive). 

And once again to enhance the status of the manufacturing department, there are intentions to deal with new challenges. 

However, Xiaomi's slightly impatient action is not at all like a happy face after financing. Instead, it writes anxiety on his face.

 

The situation may be more severe than imagined. For example, two days before the release of Mi 11, Lei Jun revealed that the included charging head was cancelled. But this is more like an early decision, not a temporary intention, because the upstream supply chain is really cold. 

Even if Lei Jun is kind and wants to send the charger, I am afraid that he has more than one heart and is not enough-the upstream components are starting to be out of stock.

Large factories are operating ahead of schedule. Huawei stockpiled large-scale stocks in advance, borrowing the banner of the US ban, and also caught up with the rising cycle of components. 

According to Huawei's own information, in the first half of 2020, Huawei's stockpile quota reached more than 180 billion yuan, which also led to a substantial increase in global sales of flash memory by 9%. 

Xiaomi also followed the trend and hoarded its goods. On the surface, it meant that Huawei had withdrawn its market share, but it also accidentally hit the bullseye of this price hike. 

So before the release of Xiaomi Mi 11, Xiaomi showed a rare generosity, saying that it could buy the machine soon, instead of "playing a monkey."

 

It is said that this time Xiaomi's stock of up to 240 million units is not like simply following Huawei. When it comes to Xiaomi’s precise financing of US$4 billion this time, it has the purpose of expanding its market share. 

From this point of view, it is sufficient for Xiaomi to stock up in advance. This premeditated plan can also be confirmed by its 2019 Q4 financial report. The quarterly financial report showed that its inventory increased by 6.344 billion yuan in the fourth quarter from 26.241 billion yuan in the third quarter to 32.585 billion yuan. 

Considering that Xiaomi has already cleared the inventory of 4G mobile phones and other stocks, and 2019 is a period of low component prices, "monkeys" such as Xiaomi have also been quietly hoarding stocks.

 

Xiaomi has to refine the supply chain

Without the experience of the sharp drop in 2016, Xiaomi may not be so calm in dealing with this year's supply chain tension. 

It is no coincidence that Lei Jun repeatedly mentioned the supply chain in public. For example, at the Xiaomi Core Supplier Conference on October 18, 2020, Lei Jun mentioned the supply chain again, but used the new wording "three years of supplementary lessons" and used a reborn to describe the current Xiaomi supply chain. But it is not a reborn, will be verified soon.

 

Because the current supply chain environment is extremely embarrassing for Xiaomi in 2016-components have risen in price and are out of stock. Upstream suppliers generally announced the implementation of new prices on January 1, 2021, and even ST has joined the price increase army. 

As for the MLCC (Multilayer Ceramic Capacitors) and LTCC (Low Temperature Co-fired Ceramic Substrates) that can be used on various platforms, they are starting to be out of stock. 

The lead time of LTCC is as high as 20 weeks, and there will be more than 1 billion out of stock next year.

 

At the same time, affected by the continued tight production capacity of 8-inch wafers, MOSFETs, driver ICs, power management ICs and other components have heard news of price increases. 

After the iPhone 12 went on the market, it was delayed in November due to the shortage of power supply chips. Then, the shortage of chips spread widely in the consumer power supply field. 

Power Semiconductor’s Chairman Huang Chongren said that the current wafer production capacity has become unbelievably tight, and customers’ demand for production capacity has reached a level of panic. 

It is estimated that from the second half of next year to the second half of 2022, the logic and DRAM markets will be out of stock to an unimaginable level. 

"International Electronic Business Information" also published an article showing that global foundry production capacity is in short supply, including TSMC, UMC, World Advanced, Power Semiconductor Manufacturing and other foundries with full orders in the fourth quarter. 

Prior to this, Huawei defensively stockpiled and some small and medium-sized manufacturers followed suit, which also pushed up component prices and tension.

A price increase war is inevitable.

Source: Essence Securities Research Institute

 

"Intelligent Relativity" sees that the production capacity of 5G mobile phones and new energy vehicles has climbed, contributing most of the price increase momentum. 

5G mobile phones generally use 30% to 40% more components than 4G. For example, LTCC will even increase by 3-5 times year-on-year. 

On the other hand, the rapid growth of new energy vehicles has stimulated the penetration of components in the automotive field. For example, for MLCC components, the demand for new energy vehicles is more than 30% higher than that of traditional fuel vehicles, while the consumption of MLCC and LTCC in automobiles and 5G mobile phones is increasing simultaneously, leading to a shortage. 

The automotive and mobile phone industries have begun to compete head-to-head on the supply chain side.

Source: Prospective Industry Research Institute

 

In early December, North and South Volkswagen was preparing to suspend production for a period of time because it did not have ESP accessories, which visualized the situation in which the auto industry and the mobile phone industry compete for chip production capacity. 

Contacting Apple's recent news that it will build a car is also a clear proof of the competition between the two major industries on the supply chain side. However, no one would have imagined that the mobile phone industry is threatened by the auto industry. Apple's car building is like a "righteous act" to save the mobile phone industry.

 

But Apple's "righteous act", Xiaomi will be a little worried. The same is the price increase, which has a far greater impact on Xiaomi than Apple. 

Because the unit price of Xiaomi is very low, its average selling price is less than half of the average price of domestic mobile phones, and there are a large number of mobile phones less than 1,000 yuan.

On the other hand, to reduce the overall cost, low-priced mobile phones can also make a profit. Xiaomi cannot Get rid of low-priced mobile phones. 

Once the price of components increases on a large scale, it will be lethal to Xiaomi. With its overall net profit of no more than 5%, it is easy to be wiped out by a price increase. At that time, whether to respond to the price increase or to retreat will test Xiaomi's marketing wisdom.

Source: Tianfeng Securities Research Institute

 

Moreover, its entry into the industry is just to watch the slump of the electronics industry and obtain industry dividends, which is somewhat of a fluke. For example, in 2010, when it intervened in the industry, it was the card that allowed the price reduction cycle of components. 

Subsequently, Xiaomi kept up with the rapid development period from 2012 to 2014, and in 2014, Xiaomi rushed to the third place in the world. Among them, 2012 to 2014 is also the cycle of component price increase, but Xiaomi seems to have stepped on the drum point of development, and the journey has been smooth. Until 2016, Xiaomi plummeted and there were problems in the supply chain. However, Xiaomi did not announce the specific reasons. 

The outside interpretation is that Xiaomi is "floating". The more likely reason is that Xiaomi's supply chain is quite insufficiently prepared to deal with price increases.

Source: Gartner

 

We can ignore what happened in 2016. Xiaomi's actions after 2016 seem to be more illustrative. 

After Lei Jun regained control of the supply chain, Xiaomi spent much more generous. 

Then in 2017, Xiaomi became the 18th largest semiconductor purchaser in the world, and rapidly rose to the 10th place in 2018, with an annual growth rate of 62.8%, making it the fastest-growing top 10 semiconductor purchaser. 

In 2019, it became the only growth among the top ten buyers, and the ranking continued to rise to 8th. In recent years, Xiaomi's supply chain supplementary lessons have become more vigorous, which means that Xiaomi has been hurt more deeply in 2016. 

It is precisely because of the tingling in 2016 that Lei Jun now seems less worried about the outside world's evaluation of not sending charging heads.

 

Mobile phone industry getting more and more difficult

The mobile phone industry is indeed getting more and more difficult. In the past, it was basically competition within the circle. Now new energy vehicles have unexpectedly joined the battle, gradually replacing those mobile phone manufacturers that failed in the competition. 

According to various data, global mobile phone sales continue to shrink by 11% this year, and the total amount is only about 1.2 billion. 

These squeezed out supply chain capacity may also be acquired by other electronic equipment manufacturers. For example, Huawei will work hard in the field of automotive electronics and launch smart screens for vehicles. 

At the same time, Huawei will introduce HMS into automobiles and cooperate with Changan and other automobile companies to produce high-end electric vehicles. 

Huawei also released a 96-line medium and long-distance Lidar, with an annual output of 100,000 sets (yes, Huawei has a decisive and powerful march). 

SAIC, Pudong New Area, and Alibaba's Zhiji Auto are all entering the game, and the efforts of upstream manufacturers are gradually eroding the inherent boundaries of the previous industry.

 

In fact, Xiaomi and Honor's ODM Wingtech also acquired Nexperia with a large amount of money, taking the opportunity to enter the field of automotive electronics. 

The supply chain is very clear that the mobile phone circle will be broken by new directions. 

Of course, Xiaomi does not define itself as a mobile phone hardware manufacturer.

 

The capital market is very clear that Xiaomi's adherence to a cost-effective strategy can still be profitable. 

It is by no means as simple as a hardware company, but it has also been uncertain about its future. For example, Xiaomi’s stock price has been falling since its listing, and on August 25, 2019 and November 17, 2019, it recorded extremely low stock prices of 8.53 Hong Kong dollars and 8.39 Hong Kong dollars, respectively. 

After a long period of low stock prices, Xiaomi began to trade. Slowly climb up (now has broken through 32.5 Hong Kong dollars). The two sides of capital have always been the life and death of a company.

 

This is a sign that neither recognizes its hardware, nor does it feel cold about its hardware-based Internet gameplay. 

Also, he doubts that it is walking on the boundary between the Internet and hardware, because if the benefits of the two cannot be fully accounted for, the disadvantages of the two may be magnified. 

And the foundation of cost-effectiveness is not solid. It is difficult for users who pursue cost-effectiveness to have brand loyalty. 

Moreover, with fierce competition, the definition of cost-effectiveness will be updated repeatedly. 

Can Xiaomi continue to play?

Especially last year, under Huawei's fierce offensive, Xiaomi was weak online and weak offline, and then superimposed on OV also began to play cost-effective, the biggest loss. 

Online and offline attacks, in the third quarter of last year, Xiaomi's domestic market dropped as much as 35%. Xiaomi's cost-effective strategy has been questioned.

 

Xiaomi in 2019 has never had an easy time. Xiaomi’s 2020 Q3 financial report also proved that 2019 is not easy. 

This financial report shows that Xiaomi’s mobile phone has increased by 45.3% year-on-year, and the average selling price of Xiaomi’s mobile phone has also increased by 14.7% in China, including IoT, Internet services and even games. There is a substantial increase. 

To put it bluntly, the foreshadowing of 2019 may be one of the reasons why Xiaomi's growth in 2020 is dazzling.

 

"Intelligent Relativity" has to be said, another reason is that Xiaomi benefited from the ban of Huawei chips and grabbed the share of Honor phones with a price of less than 1,000. A year ago, Huawei did a similar thing. 

Through aggressive marketing, it almost ended Xiaomi's price-performance ratio. So after Huawei was affected, Xiaomi began to make some ideas for offline dealers.

 

Xiaomi Marketing releases a new intelligent marketing engine, should traffic give way to the scene?

"Marketing has never been as complicated as it is now. Advances in technology have completely changed and differentiated this discipline, and social issues such as the new crown epidemic and the climate crisis have increased the expectations of companies and consumers on marketers’ social performance. Leadership People have countless thoughts about the role of marketing and worry about their performance." Same is the case with China based company Xiaomi marketing expertise.

 

This is the beginning of a recent article on marketing in the Harvard Business Review. 

The epidemic is besieging the city, the marketing industry will have a difficult life in 2020. 

The market competition is extremely fierce. The brand budget is generally tight, the marketing logic is changing drastically. 

The general direction is that the traditional traffic logic is failing, and the scene logic based on AIoT technology is emerging.

 

Flow logic of Xiaomi Marketing New Intelligent Marketing Engine is invalid

The essence of marketing has always been the attention economy. However, in the era dominated by different media, there are different logics. 

In the paper media era, watch subscriptions, watch ratings in the TV era, watch traffic in the Internet era, and watch user time in the mobile Internet era.

 

The key role in the traffic marketing model is the traffic funnel. This model divides the user’s behavior into stages such as cognition, interest, evaluation, decision-making, and purchase. 

It believes that the brand only needs to attract traffic to the maximum and then convert it at different levels. 

Getting "real gold" is like scouring gold. The key to brand marketing is to increase the conversion rate of each layer of loopholes.

 

In the post-mobile Internet era, the logic of traffic marketing is failing, and the epidemic has accelerated this process.

 

First of all, China's economy has entered the era of stock, the demographic dividend has disappeared, and the Internet market has stopped growing as early as 2019. 

The China Mobile Internet 2020 semi-annual report released by QuestMobile shows that after the monthly active users of the entire network reached 1.164 billion in May in the first half of the year. 

It fell slightly in June, with an average monthly MAU of 1.155 billion (monthly MAU of 1.135 billion in 2019 and 2018). 

The monthly average MAU is 1.109 billion), basically no longer growing, and some mainstream tracks even declined. 

In such a general environment, the traffic costs of both public and private domains are increasing. 

Especially in the post-epidemic era, more and more brands are paying attention to digital marketing, and online traffic costs are rising, and brands are overwhelmed.

 

Secondly, compared to traffic management, brands are paying more and more attention to user life cycle operations: 

The former is a one-stroke transaction, and the core is to do a good job in traffic conversion.

The latter is sustainable operation, which constantly accumulates users from traffic and removes users. 

Become a marketing asset, and then continue to operate on it, continuously generating new value.

 

At the beginning of 2020, pointed out in the article "Internet Entrepreneurship in 2020: Rather than run into the air everywhere, it is better to dig up the stock patiently", "The Internet industry is actively and difficultly developing incremental methods. It may be a golden rice bowl to beg for food. Everyone is going around. 

When mining for incremental gains, it ignores the current stock. The gold mine has not been fully mined, but it is getting harder and harder to mine. 

The entire industry has moved from the age of gold rush to the age of gold alchemy.” 

While tapping the new value of old users and seizing the flow of super-platforms Spillover effects, digital transformation, etc. are typical stock thinking. Continuous operation of users and digging deep are also the survival rules of enterprises in the era of stock.

 

Secondly, the traffic model excessively strengthens the effect and weakens the brand. Internet marketing has been equated with performance marketing for a long time. 

Although the Internet has made marketing effects traceable for the first time, there is a problem of over-enhancing effects, making companies more and more short-sighted. This is because brand marketing that does not see results in the short-term is more important to the long-term growth of companies.

 

Finally, in the era of mobile Internet, traffic is fragmented, and traditional traffic acquisition methods have failed. 

In the traffic model, companies reach the largest population through large-scale advertising to obtain the largest traffic. 

However, in the mobile era, the media has become fragmented, especially in the AIoT era. 

Everything is media. People's attention has become more and more fragmented, discrete and scarce. 

It is becoming more and more difficult for companies to continue to expand the traffic entering the funnel. 

The refined acquisition, operation and conversion of traffic has become more and more important, which is also difficult to satisfy with traditional traffic models.

 

In the past two decades, although portals, BBS, search, social media, information streams, short videos, live broadcasts, and other platforms continued to emerge, the core logic of Internet marketing was traffic. 

The rise of each type of new platform will create a traffic depression, but when the platform realizes its value, the platform traffic will become more and more expensive until the next new platform appears.

 

The current mainstream marketing platforms such as Baidu and ByteDance’s huge engine, etc., are constantly promoting marketing reforms, launching native advertising, content marketing, smart marketing, short video/live marketing and other gameplay. 

But they are essentially doing traffic Marketing-The platform tries its best to get more traffic, and then sell it to the brand. 

The marketing that the brand does on these platforms is essentially traffic marketing.

 

At this moment, after the failure of traditional traffic logic, brands urgently need to explore new tracks, new positions and new models of marketing.

 

Scene marketing becomes a new track

The epidemic has accelerated the world's digitalization process, 5G commercialization has accelerated, and the Internet of Things era has come, and AIoT has become a new marketing track.

 

For more than 20 years, Internet companies have been doing business around traffic. Now Internet companies are abandoning traffic thinking and embracing "scenario thinking". 

Compared with traffic, the scene pays more attention to what users, where, when, and what. 

The form uses its own service, and the traffic value of different scenarios is completely different. 

In fact, not only Internet companies, all businesses must design products and services around scenarios to give users the most extreme experience.

 

As far as marketing is concerned, scenario marketing is no longer the linear thinking of "introducing traffic into the funnel and then converting", but focusing on consumers' behavioral touchpoints in all scenarios, obtaining fragmented attention from all channels, and identifying their behaviors.  "Moisturizing things silently" influence its decision-making. 

In scene marketing, the brand is no longer just seeking the final result of sales, but will focus on the user's experience in the corresponding scene throughout the entire process, so as to achieve user precipitation and full life cycle operation.

 

As is pointed out in the article "No Scenarios, No Marketing": Traffic is "bits", scenarios are "atomic", and the post-mobile era is the IoT era, and scenarios become more important. 

Smart phones have successfully "invaded" every corner of people's life, work and study. The ubiquitous IoT devices map and perceive everything that happens in the physical world. 

The "atomic" physical world will be fully "bitified", space and time. 

Scene elements such as, behavior, etc. will be fully, real-time, and accurately perceived.

 

In the IoT era, scenarios have become the top priority for enterprises, and users can only be captured by capturing scenarios. 

Today, scene marketing has become a new track for brand growth.

 

First of all, 5G makes the Internet of Everything a reality. Based on AIoT technology, scene marketing can capture user fragmented attention anytime, anywhere.

To achieve full coverage of user life, traffic fully penetrates offline life scenes, and online traffic ceiling is hit wear.

 

Secondly, the Internet of Everything means that smart devices can perceive users, environments and behaviors. 

Based on AIoT technology, the physical world will accelerate online, digitization, and intelligence, which means that more and more scenarios will become traceable, insightful, and accessible. 

Marketing, such as offline retail scenes, home scenes, car travel scenes, etc.

 

Secondly, in the AIoT era, different devices have exclusive IDs and are closely related to user identities. 

Based on this brand and users can establish a continuous connection of multiple touch points, and it becomes possible to manage users instead of traffic.

 

Finally, in the AIoT era, everything is a media. Brands can influence users through any touch point, and they can affect their minds in a seamless manner. 

It no longer needs to be simple and rude as in the era of traffic marketing. 

Marketing is no longer just for the last step of sales, but for users. The core goal of life cycle management can truly realize the closed-loop marketing from marketing to business, from effect to brand, and from short-term to long-term.

 

The post-epidemic era is the era of AIoT. Scene marketing will become a new growth point for brands and a new track for marketing. 

Now that there are not many marketing platforms that realize the value of AIoT and strategically deploy AIoT, Xiaomi marketing can be regarded as a benchmark.

 

Xiaomi Marketing becomes AIoT Marketing Benchmark

In 2020, on the occasion of its tenth anniversary, Xiaomi will release a new strategy for mobile phone xAIoT. 

Xiaomi will penetrate all scenes of users' lives and lead the era of the Internet of Everything. Xiaomi is the only Internet technology giant that uses AIoT as a company-level strategy. 

Xiaomi marketing relies on the Xiaomi AIoT hard-core ecological network, rooted in AIoT scenario marketing for many years, and has formed a unique marketing model.

 

In 2020, in order to make the service more accurate, smarter and more effective, Xiaomi Marketing released the new "Mi Zhilian" marketing position for the first time, becoming the center of Xiaomi's AIoT scene service. 

This is also the industry's first "intelligent marketing engine" focusing on the AIoT scene.  

Aims to further build a more diversified and integrated marketing position for brand owners in the AIoT scenario. 

Mi Zhilian focuses on "unbounded interaction, non-inductive connection", which can simultaneously open up the three terminals of mobile phone, OTT, and Xiaoai screen speakers. 

It integrates technologies including fast application, one-finger connection, and diversified touch points such as Bluetooth/NFC functions, combined with Xiaomi IoT scene data and Xiao Ai's massive data form a unique data matrix, allowing a brand to continue to influence target users in the Xiaomi AIoT full-scene ecosystem through different forms, and realize an integrated perception from brand to product functions.

 

Mi Zhilian is the brand's first choice for exploring AIoT marketing, and it is also a key opportunity for brands to seize the new track of scene marketing to gain new growth.

 Xiaomi Marketing is the first to launch a marketing position focusing on AIoT scenarios. 

It is not surprising, and it can even be said to be inevitable, because Xiaomi Marketing is doing scene marketing in head advertising platforms such as Baidu Marketing, Alimama, Giant Engine, and Tencent Advertising. There are natural advantages.

 

First of all, Xiaomi has the largest AIoT entry-level platform. In the third quarter, Xiaomi’s mobile phone shipments returned to the top three in the world. 

In the home scene, Xiaomi’s smart TVs ranked first in the domestic market for seven consecutive quarters.

The number of connected devices on the Xiaomi AIoT platform exceeded 289 million. 

The monthly active users of the Mijia App reached 4310. Wan, based on this, Xiaomi has built an entry-level AIoT ecological network, which in a true sense realizes the coverage of all scenes of users' lives.

Secondly, the Xiaomi AIoT network has been successfully connected in series. Many marketing platforms have many scenarios infiltration, but they have the problem of fragmentation of different scenarios. 

At the marketing level, it will lead to inaccurate user insights, poor conversion effects, and poor user experience. 

Xiaomi has deployed the intelligent assistant Xiao Ai very early. It is the entrance for users to interact with AIoT devices and an intelligent life assistant for users. 

As of the end of the third quarter, the number of active users is 78.4 million (a year-on-year increase of 35.5%), and more than 100 million are used every day. 

Secondly, based on this, Xiaomi Marketing makes “marketing as a service” a reality, which can realize intelligent collaboration in all scenarios and help brands realize the closed-loop digital marketing of the whole chain.

 

Finally, Xiaomi successfully built a new intelligent marketing engine. Xiaomi Marketing has been deeply involved in the AIoT scene for many years, has continued to deploy intelligent marketing technology, services, products and ecology, and successfully built a complete set of new intelligent marketing engines. 

A few days ago, Xiaomi Marketing officially released the "New Intelligent Marketing Engine", which includes three intelligent engines for creativity, service, and scenarios, allowing brands to communicate more, deeper, and longer-term continuous communication with users in all scenarios of AIoT smart life, so as to achieve user integration. Life cycle operations.

 

In scene marketing, the three intelligent sub-engines of Xiaomi's new marketing intelligent marketing engine have different values:

1. The creative engine is based on Xiaomi's hardware portal and system-level capabilities. 

Through highly creative marketing content, it achieves high reach, strong exposure, obtains unexpected interactions, and stimulates consumption motivation. 

These ideas include but are not limited to booting on large screens and large screens.

 Live broadcast, big screen car viewing, TV Taobao, creative posters, creative screens, creative voice interaction, brands such as Mercedes-Benz AGM GR family, Tiffany&Co. have tasted the sweetness.

 

2. The service engine is based on Xiaomi's AIoT ecological linkage and data AI capabilities, and co-creates smart services with brands to realize "service is marketing, marketing is service" and reshape the consumer experience. Xiaomi has a large number of online and offline service scenarios. 

Whether users study, work, sleep, entertain, travel or shop, they will use Xiaomi services, which are insight and influenced by Xiaomi marketing, such as the service distribution center with the first-level entrance of Xiaomi "Negative one-screen intelligent assistant" is designed around the user’s daily life in scenarios, which can intelligently predict the services that users may need, and can intelligently remind users of the services they are using.

These services have marketing opportunities, and the user experience is not Was slightly affected.

 

3. The scene engine is based on the full coverage of Xiaomi's smart life segmentation scenes, and realizes the smooth and silent penetration of users, helping brands to expand consumption opportunities. 

Originally, brands can only influence some of the user's scenes through head products such as PC/mobile phone/TV. The traffic cost is very high, the scenes are fragmented, and the data is not connected, so there is often a waste of repeated delivery. 

The Xiaomi scene engine can help brands acquire new scenes and gain new opportunities for growth.

 

In sports, entertainment, travel, health, sleep and other subdivision life scenarios, Xiaomi has a layout of AIoT hardware, software, content and services. In these scenarios, Xiaomi marketing is supported by creative engines and service engines to help the brand realize the full scene Of natural penetration.

 

In the smart scene marketing case jointly explored by the world-renowned dairy brand Anchor and Xiaomi, Xiaomi displayed creative brand posters on the OTT big screen, users awakened food classes and other services through Xiaoai classmates, and Xiaomi marketed Anchor’s customized brand area.

 Put Anjia baking class online on the Xiaomi knowledge zone to help Anjia realize in-depth, continuous and natural communication with users.

 

I have put forward a point before: platform marketing value = user volume * user duration * user scenario. 

Compared with the number of users and user duration, it is more important to have core scenarios with marketing value. 

Based on the advantages of Xiaomi AIoT, Xiaomi marketing has the ability to cover the entire scene of the user's intelligent life, and based on this, it has unique advantages. 

2020 is the watershed for the marketing industry to move from traffic marketing to scene marketing. 

Compared with traffic marketing, the purpose, logic and thinking of scene marketing have undergone qualitative changes. 

From the extensive marketing of traditional media marketing to the effect-centric traffic marketing of the Internet, to the attention marketing of the mobile Internet for the purpose of user time, new marketing platforms will stand out in every wave of marketing reforms. 

In the era of scene marketing driven by AIoT, the up-and-coming Xiaomi marketing has become a benchmark, forming a "dimension reduction blow" to traffic marketing platforms, and has become an incremental field worthy of brands' attention.