Introduction

On March 24, 2025, Xiaomi officially launched the MIJIA Smart Audio Glasses 2, contrary to earlier rumors of an entirely new smart glass. This move sparked extensive market discussion, indicating a prudent and practical strategy in Xiaomi's smart glasses endeavors. This article delves into Xiaomi's market strategy, technical accumulation, user education, and future planning in the smart glasses domain, exploring its path of incremental innovation.

I. Market Rumors and Product Launch

1.1 Market Rumors

Since November 2024, rumors about Xiaomi's upcoming new smart glasses have been circulating. Media reported that Xiaomi would launch this product under its own brand, directly competing with Meta Ray-ban, with Lei Jun setting an ambitious sales target of over 300,000 units. In early February 2025, the official "Xiaomi Glasses" account was launched on Sina Weibo, further fueling market speculation.

1.2 Product Launch

On February 27, 2025, Xiaomi's product launch event, which released several new products, did not feature the anticipated smart glasses, disappointing some consumers. On March 23, the "Xiaomi Smart Ecosystem" official Weibo account teased new smart glasses to be released on March 24. The next day, the MIJIA Smart Audio Glasses 2 were unveiled, with crowdfunding commencing on March 26.

II. Product Iteration and Performance Optimization

2.1 Iteration Background

Xiaomi has been active in the smart glasses field for years, launching various products like its first Xiaomi VR Glasses in 2016, the Oculus Go Xiaomi VR一体机 in 2018, the smart glasses explorer edition in 2021, the MIJIA Glasses Camera in 2022, and the MIJIA Smart Audio Glasses in 2023. The MIJIA Smart Audio Glasses 2 represent a further upgrade after two years.

2.2 Performance Optimization

The MIJIA Smart Audio Glasses 2 have undergone several performance enhancements:

• Sound Field and Recording: Increased microphone count supports in-person and online meetings, audio and video recording, etc.

• Wind Noise Resistance: Improved wind noise resistance ensures clear audio in diverse environments.

• Intelligence: Enhanced intelligent functions for more natural user interaction.

• Battery Life: Continuous music playback extended from 10 to 12 hours, and continuous voice call time from 7 to 9 hours.

• Weight: Optimized manufacturing process reduces weight for greater wearing comfort.

2.3 Pricing Strategy

Priced at 999 yuan for crowdfunding and a recommended retail price of 1,199 yuan, the MIJIA Smart Audio Glasses 2 maintain a favorable cost-performance ratio.

III. Market Strategy and User Education

3.1 Market Strategy

Xiaomi's strategy in the smart glasses sector can be summarized as "incremental steps and single-point breakthroughs." Instead of attempting to resolve all technical challenges at once, Xiaomi gradually refines its products, encouraging initial adoption and subsequent improvement based on user feedback. This approach minimizes market risks while building a user base.

3.2 User Education

The smart glasses market is still in its early stages, necessitating gradual user acceptance and habit cultivation. Through continuous product iterations, Xiaomi is steadily educating the market, acclimating users to smart glasses usage scenarios and functionalities. This incremental user education strategy enhances product market penetration.

IV. Technical Accumulation and Future Planning

4.1 Technical Accumulation

Xiaomi boasts robust technical capabilities in imaging teams, stabilization, and color tuning. Its mature supply chain and distribution channels also lay a solid foundation for smart glasses development and promotion. The inherent advantage of smartphone manufacturers in connecting smart glasses with phones is well-utilized by Xiaomi.

4.2 Future Planning

Despite existing technical challenges in smart glasses, Xiaomi is evidently exploring optimal solutions through continuous experimentation. Future breakthroughs in display technology, core components, and battery technology may lead to more innovative and practical smart glasses products.

V. Industry Analysis and Competitive Landscape

5.1 Industry Status

The smart glasses market has been heating up recently, but most products still have various bugs, are unsuitable for extended wear, and have limited practicality. Thus, finding an evolutionary path for smart glasses is crucial.

5.2 Competitive Landscape

Xiaomi faces competitors like Meta, Apple, and Xreal in the smart glasses arena. Each has distinct technical advantages and market strategies. With incremental innovation and cost-effective products, Xiaomi is poised to secure a position in this market.

VI. Conclusion

Xiaomi's strategy in the smart glasses field reflects a balance between pragmatism and innovation. Through incremental innovation and a focus on single-point breakthroughs, Xiaomi not only makes steady technical progress but also finds a suitable development path via market education and user feedback. Although current products lack fundamental breakthroughs, this incremental innovation strategy lays a solid foundation for Xiaomi's long-term growth in the smart glasses market. As technology matures and market acceptance grows, Xiaomi is expected to launch more competitive smart glasses products, leading industry development.

小米智能眼镜的市场策略：渐进式创新与用户教育

引言

2025年3月24日，小米正式发布了MIJIA智能音频眼镜2，而非此前传闻的全新智能眼镜。这一举措引发了市场的广泛讨论，许多人认为小米在智能眼镜领域采取了更为谨慎和务实的策略。本文将深入分析小米在智能眼镜领域的市场策略、技术积累、用户教育以及未来规划，探讨其“小步慢跑、单点突破”的渐进式创新路径。

一、市场传闻与产品发布

1.1 市场传闻

自2024年11月以来，关于小米即将发布新一代智能眼镜的传闻不断发酵。媒体报道称，小米将以自有品牌形式推出这款产品，并“全面对标Meta Ray-ban”。雷军对这款智能眼镜寄予厚望，预期销量达到30万副以上。今年2月初，“小米眼镜”官方账号在新浪微博上线，进一步引发了市场猜测。

1.2 产品发布

2025年2月27日，小米举行发布会，发布了多个新品，但智能眼镜并未如期而至，令部分消费者失望。3月23日，“小米智能生态”官方微博发布新品预告，称将于3月24日发布智能眼镜。次日，MIJIA智能音频眼镜2正式发布，并于3月26日开启众筹。

二、产品迭代与性能优化

2.1 迭代背景

小米在智能眼镜领域已有多年布局，过去几年陆续推出了多款产品，包括2016年的首款小米VR眼镜、2018年的Oculus Go小米VR一体机、2021年的智能眼镜探索版、2022年的MIJIA眼镜相机，以及2023年的MIJIA智能音频眼镜。MIJIA智能音频眼镜2是时隔两年的进一步升级。

2.2 性能优化

MIJIA智能音频眼镜2在多个方面进行了性能优化：

• 声场与录音：增加了麦克风数量，支持现场和线上会议、音视频录音等功能。

• 抗风噪：提升了抗风噪性能，确保在各种环境下的音频清晰度。

• 智能化：进一步增强了智能化功能，提供更自然的交互体验。

• 续航：连续音乐播放时间从10小时提升至12小时，连续语音通话时间从7小时提升至9小时。

• 重量：通过优化加工工艺，降低了眼镜重量，提升了佩戴舒适性。

2.3 价格策略

MIJIA智能音频眼镜2的众筹价为999元，建议零售价为1199元，相较于上一代产品略有提升，但依然保持了较高的性价比。

三、市场策略与用户教育

3.1 市场策略

小米在智能眼镜领域的策略可以概括为“小步慢跑、单点突破”。与其试图一次性解决所有技术难题，小米选择逐步优化产品，先让用户用起来，再根据用户反馈进行改进。这种策略有助于降低市场风险，同时逐步建立用户基础。

3.2 用户教育

智能眼镜市场目前仍处于早期阶段，用户对这类产品的接受度和使用习惯需要逐步培养。小米通过不断推出迭代产品，逐步教育市场，让用户逐渐适应智能眼镜的使用场景和功能。这种渐进式的用户教育策略有助于提高产品的市场渗透率。

四、技术积累与未来规划

4.1 技术积累

小米在影像团队、防抖和色彩调教等方面拥有强大的技术实力。此外，其成熟的供应链和渠道优势也为智能眼镜的开发和推广提供了坚实的基础。智能眼镜与手机的连接需求使得手机厂商在这一领域具有天然优势，小米正是利用了这一优势。

4.2 未来规划

尽管目前的智能眼镜产品仍存在各种技术难题，但小米显然在通过不断尝试寻找最优解。未来，小米可能会在显示技术、核心零部件、电池技术等方面取得突破，推出更具创新性和实用性的智能眼镜产品。

五、行业分析与竞争格局

5.1 行业现状

智能眼镜市场近年来逐渐升温，但目前大多数产品仍存在各种Bug，不适合长时间佩戴，实用性也受到限制。因此，探索一条适合智能眼镜进化的路径尤为重要。

5.2 竞争格局

小米在智能眼镜领域的竞争对手包括Meta、苹果、Xreal等。这些公司各自拥有不同的技术优势和市场策略。小米通过渐进式创新和高性价比产品，有望在这一市场中占据一席之地。

六、结论

小米在智能眼镜领域的策略体现了其务实和创新的平衡。通过“小步慢跑、单点突破”的方式，小米不仅在技术上不断进步，还在市场教育和用户反馈中找到了适合自己的发展路径。尽管目前的产品并未实现根本性突破，但这种渐进式的创新策略为小米在智能眼镜市场的长远发展奠定了坚实基础。未来，随着技术的进一步成熟和市场的逐步接受，小米有望推出更具竞争力的智能眼镜产品，引领行业的发展。