Handshake Hero Sports VSPO, what’s different about Xingji Meizu’s e-sports card?

Recently, Xingji Meizu announced the signing of a strategic cooperation agreement with Hero Sports VSPO. The two parties will carry out extensive cooperation in the field of e-sports and explore the unbounded integration of smart travel and e-sports. On the day of the signing, the two parties officially announced the first implementation result - —Xingji Meizu is the title sponsor of the BLG League of Legends branch of the world-renowned e-sports club.

It can be seen that Xingji Meizu is serious about playing e-sports.

(Xingji Meizu CEO Su Jing and Hero Sports VSPO Chairman Ying Shuling signed the contract on behalf of both parties.)

What kind of company is Xingji Meizu?

Xingji Meizu CEO Su Jing said at the signing event , Hero Sports VSPO, as an e-sports company, is synonymous with youth, passion, honor and dreams; as a technology company, Xingji Meizu uses leading technology to continuously refresh creativity and bring more personalized and leading high-end products to young people. , the brand concepts of the two have a natural fit.

But to figure out Xingji Meizu’s real intention to expand into the e-sports field, we must first figure out one thing: What kind of company is Xingji Meizu?

Xingji Meizu’s predecessor, Xingji Times, was established in September 2021 and announced its entry into the XR and high-end mobile phone business. In July 2022, Xingji Times strategically invested in Meizu Technology, and Meizu Technology’s most well-known product is Meizu mobile phones. In March 2023, Xingji Meizu Group was officially established, clearly proposing to accelerate its integration into the travel technology ecosystem led by Mr. Li Shufu. According to the official website, Xingji Meizu is a full-stack intelligent terminal platform with cross-border integration. It currently covers business layout in fields such as smart electric vehicles, smartphones, XR technology, self-developed operating systems, wearable smart terminals, and trendy lifestyle.

In the past year since its establishment, Xingji Meizu has not only frequently launched new products in the mobile phone field, but also gradually entered the new track of automobile intelligence with its Flyme Auto intelligent cockpit system. In February this year, Meizu 21PRO, the first open AI terminal, was released, and at the same time announced the All in AI strategic plan, fully entering the new wave of AI technology.

The positioning of Xingji Meizu cannot be separated from the promotion of CEO Su Jing. Su Jing believes that the future of consumer electronics will be the integrated development of multiple industries. In particular, smart cars and mobile phones have the same development direction-to become more intelligent and convenient. The interconnection between mobile phones and smart cars is the foundation of the smart car ecosystem in the new era.

Su Jing, who has been paying attention to the new digital economy for a long time, has now turned her attention to the e-sports field. Will it be the beginning of another new story for Xingji Meizu?

The story behind a 166.4 billion yuan business

Targeting e-sports is not unusual from a brand marketing perspective. From the perspective of competitive sports, world-class e-sports competitions are no less popular among young people than the European Cup football matches.

Now, e-sports has become an official competition event in sports games and is favored by more and more young people. At the 2023 Hangzhou Asian Games, seven e-sports events including League of Legends, Honor of Kings, and Peace Elite will debut as competition events.

According to data, the economic benefits generated by the 2023 Hangzhou Asian Games e-sports events are approximately 260 million yuan. More than 350 million people watched the Asian Games e-sports events, and the total number of e-sports users in China has reached 480 million. Expanding the scope further, just like other competitive sports events, China's e-sports has formed a complete industry. According to the "2023 China E-sports Industry Report", the number of e-sports users in my country in 2023 will be 488 million, and the e-sports market will be approximately 166.4 billion yuan.

How did e-sports become the top trend that everyone paid attention to? First, e-sports has become a popular culture around the world, and the spirit of competitive sports has become popular; second, the main age group of e-sports (more than 60% are between 25 and 45 years old) covers people born in the 1980s. After 2000, the former has witnessed the rise of the e-sports industry, while for the latter, e-sports is an integral part of their daily lives. It is not only a kind of relaxation, but also a part of cultivating sportsmanship. The age range of e-sports participants perfectly covers the novices who are just starting out in the workplace to the experienced social veterans. To put it bluntly, they are the main group of social consumers who have a desire to play and have the capital to play.

Travel technology ecological family bucket

Xingji Meizu owns consumer electronics products such as mobile phones, AR smart glasses, unbounded operating system Flyme AIOS, and trendy brand PANDAER, as well as the cross-border automotive industry’s Flyme Auto smart cockpit system and unbounded smart mobility open platform.

According to its introduction, Meizu Technology was founded in 2003 and launched China’s first large-screen smartphone with independent intellectual property rights, Meizu M8, in 2009. It is not an exaggeration to call it a pioneer of Chinese smartphones. Meizu’s mobile operating system Flyme is known as the purest mobile phone system. At the same time, Xingji Meizu is also the first manufacturer in the industry to propose the concept of unbounded ecology.

Flyme Auto is also known as one of the three major smart car systems in China. After more than ten years of updates and iterations, Flyme has gradually extended from the field of consumer electronics into the field of automotive intelligence, bringing first-tier smart cockpit operating system solutions to the automotive industry and providing users with a smoother and easier-to-use experience. For example, with the support of Flyme Link, the Geely Galaxy E8 perfectly solves the "driver interconnection" problem in intelligent car use scenarios; and with the help of Flyme Auto, the Lynk & Co 08 EM-P greatly improves the intelligence of the cockpit. level, the cumulative sales volume has exceeded 60,000 units since its launch.

So far, Xingji Meizu has built a key hub for the integration and collaboration of the consumer electronics industry and the automotive industry - the Flyme AIOS unbounded ecosystem.

What is interesting is that there is a copy in the promotional poster for the strategic cooperation with Hero Sports VSPO - "Playfulness has no boundaries." Unbounded can be understood as unbounded ecology, and Wanxin can be understood as implying e-sports or the pan-entertainment market it represents. Whether among consumers of consumer electronics, cross-border fashion brands or smart cars, there is no shortage of players, and they also need to be more playful.

Xingji Meizu hopes to connect more deeply with young people through e-sports in various dimensions such as brand and products. The plan is not to gain temporary traffic and popularity, but to have a longer-term layout. This may mean that Xingji Meizu will use the emerging e-sports industry to connect the unbounded ecology, open a new product ecological customization model, and launch a series of customized products with distinctive e-sports elements.

End

From mobile phones, smart wearables to smart cars, under the leadership of Flyme AIOS unbounded smart mobility ecosystem, Xingji Meizu has entered the automotive industry, so will it launch new smart electric vehicle products next? ?

For the whole family of travel technology ecology, smart electric vehicles are a big deal. Previously, Huawei and Xiaomi were flourishing in the field of new energy vehicles. When and how Xingji Meizu will enter the game will bring us new imaginations.

We have the right time to homogenize the automotive intelligent experience and are in urgent need of innovation, and we have the right location to develop the unbounded intelligent mobility ecosystem. Moreover, we have the people and people who are accompanied by senior players in the e-sports field of Hero Sports VSPO, and everything becomes possible.

After all, the capital market always needs sexier new stories; the increasingly segmented consumer market is also craving for more extreme smart experiences.

Source: 36氪

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