【西街观察】认知升级不只是小米的“窍门”

Core Insights - The core theme of the articles revolves around the evolution of Xiaomi's corporate identity and its strategic shift from being perceived as an "internet company" to a "hardcore technology company" driven by a change in cognition [1][2]. Group 1: Company Evolution - Xiaomi's transition is marked by a significant change in its internal and external recognition, which is seen as the key to its success and the source of various public criticisms [1][2]. - The company aims to challenge the perception of being a low-cost brand by investing heavily in technology and innovation, including self-developed chips and high-end products [2][3]. Group 2: Market Positioning - The initial success of Xiaomi was built on a cost-effective internet model, leveraging social marketing to sell hardware at near-cost prices, but this strategy has led to challenges in a competitive market [2]. - As consumer preferences evolve, Xiaomi is focusing on high-end markets with its Ultra product line, indicating a shift towards quality and technological advancement [2][3]. Group 3: Cognitive Upgrade - The process of cognitive upgrade within the company is seen as a systematic evolution that requires time, investment, and product strength to ensure sustainable growth [2][3]. - Successful companies often undergo painful cognitive transformations, and Xiaomi is currently navigating its own "cognitive adolescence," similar to experiences faced by other tech giants like Apple and Microsoft [2].