[Success of Xiaomi Mode]

Today, I just listened to an episode of "Luo Ji's Thinking - Recognize Money, Don't Recognize People", in which the word "just need" was mentioned. In his logic, there was no just need in the world. It was all because of some habits or some people's thinking, which made another part of people feel that this is "just need". The program gives an example, free subway tickets for the Guangzhou Asian Games. You can go to the website to listen to the specific content. Today, we are not going to talk about this program, but about a product, Little Ant Sports Camera. On the other hand, under the condition that the market demand is not high in fact, Xiaomi Company has developed a new market with much lower prices than similar products. Everyone in this company is very familiar with it and often does such things.

In fact, the market of sports cameras has been very large in the foreign market. The most famous GoPro shipped 3.84 million units in 2014, but it sold 50000 units in China in the same year. Many people think that Chinese people like surfing, bungee jumping, parachuting and skiing, but there is no demand in this regard. In a word, there is no "just need", but is this the case? The price of GoPro ranges from 1599 yuan to 3789 yuan, with different models and configurations. The price of Xiaoyi is 399 yuan for two basic versions and 499 yuan for the travel version. Although the accessories are not as rich as those of GoPro, the price of Xiaoyi is still so attractive even excluding those accessories. On the day of the Rice Noodle Festival, Xiaoyi sold 35000 sets, Although we can't shake GoPro's position as the leader, it makes consumers start to pay attention to sports cameras. Chinese people don't like extreme sports, but we like cycling, mountain climbing, travel, and most importantly, we like to take selfies. In addition, Xiao Ant's introduction no longer focuses on extreme sports, but more on travel records and sharing pictures and videos. This reminds me of another marketing story, selling shoes on the island without shoes. What is the actual effect of this successful product?

[Appearance of small ants]

The packaging of Xiaoyi camera has always inherited the style of Xiaomi, which is simple and plain. It is just that the logo has changed from "MI" to "yi". Of course, there is no advertising phrase of Xiaomi mobile phone "born for fever". After all, the positioning is different. This time, I would like to thank Hard Egg Network for providing the product, which is also a travel version. We learned from Xiaoant official website that the difference between the basic version and the travel version lies in whether or not a self timer is equipped. However, there is no remote control button on the selfie stick. If necessary, Xiaomi Mall needs to purchase another Bluetooth remote control.

Xiaoyi's accessories should be the simplest among the sports cameras of the same type. Even this travel version, namely, the camera body, the selfie stick, the camera battery, the data cable and the instructions for the camera and the selfie stick, suddenly found that the memory card had to be purchased by itself, otherwise the photos taken could not be saved. The authentic accessories of Xiaoyi can only be found on Xiaomi's official website at present, including Xiaoyi waterproof shell, Xiaoyi floating pole and Xiaoyi Bluetooth remote control. Of course, there are many corresponding accessories on a treasure.

Before introducing ants, let's take a look at this self timer. The whole rod is made of aluminum alloy, so it will not feel heavy even in use. The overall workmanship is exquisite. The head can be fixed at different angles according to the requirements. There is also a portable clip, which is convenient to be fixed in the backpack pocket and other places. The lower part can be retracted, and a total of four sections can be pulled out.

The camera body is relatively small. It is not very heavy when fixed on the pole. It is easy to control. It can also be clipped on the side bag of the backpack to take pictures all the way.

At present, there are two kinds of colors for the small ant sports camera, urban white and jungle green. In terms of color selection, the small ant camera looks younger and more beautiful. At present, the color of the sports camera on the market is mainly black and silver, and the color department is only for the small ant. It should be more in line with the tastes of young people.

Today's test is jungle green. The body is surrounded by grass green and twill design. The front is yellow green and black lens, which looks like a MINI camera. The whole body of Xiaoyi sports camera is made of plastic, with a weight of 72G and a size of 60.4 * 42 * 21.2mm, which is exactly the size of a match box.

The camera seems simple, but because the screen is not designed, the video recording and photographing functions are all controlled by the power key. Long press is to turn on or off. Whether it works depends on turning on a circle of indicator lights around the key. When the lights are on, it means that they have been turned on, but the color of the lights is different, which also indicates different power levels. More than 50% of the lights are blue, 15% - 49% are purple, and less than 14% are red. Then click this key (short press) to switch functions.

The top is the photo/video button, and there is also an indicator light. If the top light is always on, it indicates the video function. If it flickers, it indicates that during the video recording process, there will be a slight drip sound and the indicator light will flash at the end. If it is the photographing function, press the button, hear a drip and the indicator light lights up once, indicating that the photographing is successful. Therefore, the disadvantage of not having a screen is that you can't use the indicator light to judge the lens and function switching. It is relatively troublesome to operate here, and you must use the mobile phone APP to confirm the imaging effect.

The WIFI switch on the side mainly needs to be turned on when it is matched with the mobile phone APP. Press it briefly.

Open the cover of the interface, you can see the TF card slot, Micro USB charging interface and HDMI interface. If there is an HDMI cable, you can directly export the photos on the camera TF card. Under the other cover is the battery compartment.

The official parameters of the Ant Camera:

Pixel: 16 million Sony Exmor R sensor

Specification: 155 ° wide angle F2.8 aperture

Recording: 1080 video 24p/30p/48p/60p

960P Video 48p/60p

720P Video 48p/60p/120p

480P Video 240p slow motion

Mode: normal/timing/continuous shooting/delay

Connection: Bluetooth/ Wi-Fi

Size: 60.4x42x21.2mm

Weight: 72g

Transmission: micro USB interface micro HDMI

[Software Function]

Before connecting, Xiaoant needs to open the WIFI button on the side, click to enter the APP, and then press the prompt to enter. It will take a little longer at the first time, and it will take a little longer later. In fact, mobile phones can also be used as remote control and viewfinder without Bluetooth button, which is also very convenient.

The Xiaoyi camera has two modes, taking pictures and taking pictures. If you need to set these two functions, you can click the settings in the upper right corner. The maximum screen size can be 1920 * 1080 30P, and the photo size is 4680 * 3456 16M. Therefore, the quality of photographing and video recording should not be poor in terms of parameters. In addition, many people want to replace the tachograph with the Xiaoant camera. The settings also have the loop recording function. But remember to change the default mode of power on to video recording in the settings, or you will have to manually change it every time. After actual use, it is recommended to buy a professional tachograph, because the camera will not be powered on and started after the car starts, which is relatively troublesome.

The Xiaoyi camera is often updated. You need to download the firmware upgrade package in the WIFI environment and then connect the camera to push it.

The Xiaoyi camera can not only switch functions on the camera, but also on the APP, and has more abundant functions. You can choose ordinary photography, timed photography, delayed photography, motion track, ordinary photography, snapshot, and delayed photography.

The flower shaped button at the bottom left is used to view the saved videos and photos. If you are satisfied, you can also download them to your phone.

[Actual shooting effect]

The deformity correction is not closed. The wide-angle lens is very good

After closing the deformity correction

The indoor railway station hall has less light than the outdoor hall. This is the scene recorded during the business trip.

Overlooking the surrounding area in the afternoon, the integration of modern cities and the buildings of the Republic of China gives a panoramic view of the beautiful city.

In the evening, when the sun sets, the community is quiet and beautiful.

The small ant camera catches every regular moment in life and work, but good photos not only test the camera but also test the shooting. Even simple ants can still take beautiful pictures.

When I used Xiao Ant as a tachograph, I held it with my hand because it could not be fixed, so I felt that the image I was shooting was shaking severely. Of course, if it is really a sports camera without anti shake function, it may actually be worse. Fortunately, many people who use ants only take selfies or record some beautiful moments. After all, the number of people playing at the limit in China is limited, and professionals may choose more professional equipment.

Summary

To the greatest extent, Xiaoyi cameras let consumers know what sports cameras are, and for this large group of new users, the current price of 399 yuan/499 yuan just aroused the interest of the entrants. After the release of Xiaoyi cameras, according to its survey, not only Xiaoyi's own sales volume, but also the sales volume of GoPro increased, Xiaoyi and domestic sports cameras always like to compare with GoPro, while local tycoons like expensive "toys" after learning about it, and some choose GoPro because Xiaomi's "hunger marketing" can't wait. Of course, after use, you will also find some shortcomings of the Ant Sports Camera, such as poor anti shake function, poor battery life (about an hour of use), and scarce accessories. So, finally, we will also find that there is not much market competition between Xiaoyi sports camera and GoPro sports camera, because they are both in different market segments. GoPro is more suitable for professional users, while Xiaoyi is more suitable for ordinary users and entrants. Of course, it also means the expansion of Xiaoyi users and the cultivation of future professional users.