<img src="https://imageproxy.pbkrs.com/https://wpimg-wscn.awtmt.com/54952c97-775b-451e-8b98-db6478d4729a.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://wpimg-wscn.awtmt.com/54952c97-775b-451e-8b98-db6478d4729a.png"/> Author | Huang Yu
Editor | Wang Xiaojuan
Since its establishment two years ago and the comprehensive introduction of its strategic plan for the AI era six months ago, Xingji Meizu's direction has become increasingly clear.
On March 27, at the Xingji Meizu 2025 Spring Media Communication Conference, Xingji Meizu's Chief Operating Officer Liao Qinghong stated that over the past six months, Xingji Meizu has been conducting business around &#34;3+1&#34; (AI, product innovation, globalization, and ecosystem building), and in the future will move towards multi-terminal, global, and AI full-scenario.
Regarding AI Devices, Xingji Meizu has clarified two main tracks: AI smartphones and smart glasses. In terms of globalization strategy, Xingji Meizu's overseas sales accounted for over 20% last year, with this year's target set at 50%, and a long-term goal of achieving 70% of revenue from overseas.
In Liao Qinghong's view, product definition determines the outcome, while the ecosystem determines the final result.
The year 2025 will undoubtedly be a key year for Xingji Meizu as it continuously delivers answers after finding its mission and solutions.
Direction
To &#34;win with the weak,&#34; Xingji Meizu must have a correct strategic direction, much like a ship navigating in the ocean, where the strategic direction serves as its lighthouse and route, which is very important.
In July 2022, Xingji Era acquired 79.09% of the shares of the established smartphone manufacturer Meizu Technology, and in March of the following year, they merged to form Xingji Meizu Group. Since then, one of Xingji Meizu's important tasks has been to clarify its strategic direction.
At the beginning of last year, Xingji Meizu became the first smartphone manufacturer to announce the cessation of traditional smartphone research and development, aiming to go all-in on AI, with the goal of creating AI Device products, reconstructing the Flyme system, and building an AI ecosystem.
After more than half a year of contemplation, in September of last year, Xingji Meizu held an AI ecosystem launch conference, where CEO Su Jing and COO Liao Qinghong appeared together, providing clear answers regarding the company's future business planning and development strategy, while also delivering a relatively complete product response.
Xingji Meizu has made it clear that it aims to build an integrated AI ecosystem based on Flyme AIOS, with AI smartphones, smart glasses, and smart cockpits as carriers.
Liao Qinghong revealed that over the past six months, Xingji Meizu has been working hard on &#34;3+1,&#34; using AI as the foundation and building the company along the lines of product innovation, globalization, and ecosystem development, and in this process, they have gained clearer insights.
He pointed out that as a smart device company, product innovation is always the top priority; only innovation can ensure Xingji Meizu's survival, and only globalization can provide Xingji Meizu with a larger market space, dilute costs, and enable Xingji Meizu to thrive.
&#34;Whether we can survive for a long time depends on our ecosystem building.&#34; Liao Qinghong stated that the success of Huawei and Xiaomi is based on the ecosystems they have built over the long term, and now should be the season for harvesting
Consumer spending will extend from a single product to the entire ecological chain.
In Liao Qinghong's view, Meizu phones have previously focused more on product innovation without building an ecosystem, experiencing both highlights and challenges.
Therefore, Xingji Meizu's upcoming development must adhere to the &#34;3+1&#34; strategy.
Regarding specific product innovation, Liao Qinghong told Wall Street Insights that they will explore AI phones and smart glasses.
&#34;AI phones are currently the most irreplaceable and largest AI device, and the second AI device would be smart glasses, because we believe AI devices must possess three attributes: the ability to hear, see, and issue commands, and glasses are the closest to the relevant organs.&#34;
Based on this, Xingji Meizu has abandoned following AI devices like Rabbit R1 and AI pin. Additionally, Liao Qinghong pointed out that the smartphone market is currently a trillion-level market, while smart glasses may become a hundred billion-level market in the future.
Since Xingji Meizu announced its intention to create AI device products early last year, the outside world has been speculating about what innovations it would make, and now it has finally provided a clear direction.
Confidence
After clarifying the strategic direction, the next question is whether Xingji Meizu can succeed, especially in the smartphone market that is almost completely dominated by several giants.
At this communication meeting, Xingji Meizu was not afraid to bring such questions to the forefront.
Liao Qinghong stated that the achievements Xingji Meizu has made in smart glasses and vehicle systems have given them the confidence to continue making phones. &#34;This shows that we have demonstrated combat effectiveness and vitality from the same starting line.&#34;
Smart glasses are currently at a pivotal moment, but the industry landscape is still unstable. Xingji Meizu has quickly risen to the forefront. It is reported that the Xingji Meizu StarV series has exceeded a market share of 41.5% in a single quarter since its release in September last year, ranking first in sales nationwide.
According to online monitoring data from Luotu Technology, in 2024, Xingji Meizu, based on the market performance of the StarV series, has entered the third position in the fiercely competitive AR market in just one quarter, with an online market share of 10.6%. The top two are Thunderbird Innovation and XREAL.
In the smart cockpit field, Xingji Meizu's Flyme Auto has been integrated into 22 models from brands such as Geely, Lynk &amp; Co, and Galaxy, with a user base exceeding 600,000. For five consecutive months, the number of new users has ranked first in the industry, making it the vehicle system with the most equipped models and the fastest growth rate.
Liao Qinghong pointed out that the rapid expansion of Flyme Auto mainly reflects two major advantages of Xingji Meizu: one is flexible adaptation capability, and the other is being more open.
The phased achievements Xingji Meizu has made in smart glasses and vehicle systems, along with some historical experiences of &#34;winning against the strong,&#34; have led Liao Qinghong to believe that as long as they are still at the table, there is an opportunity.
More importantly, AI is currently reshaping various industries. Every new technological revolution brings a new round of industry reshuffling, which is a significant opportunity for Xingji Meizu
Liao Qinghong stated that Xingji Meizu is firmly embracing AI and is also developing open AI, having integrated large models such as Tongyi Qianwen Qwen2.5-Omni, Doubao, Wenxin Yiyan, and DeepSeek, bringing a system-level, cross-end collaborative, and open intelligent fusion AI experience.
It is reported that the Meizu 22 flagship series will be launched this summer, and the Meizu Note 16 series smartphones will return in April.
&#34;The Meizu 22 is not just Meizu's flagship smartphone series; it also embodies a groundbreaking consideration of AI Device forms,&#34; Liao Qinghong revealed, adding that Xingji Meizu is exploring newer interactions and solutions.
The new wave of Chinese companies going overseas undoubtedly presents another significant opportunity for Xingji Meizu. After proposing a globalization strategy last year, Xingji Meizu will accelerate its globalization efforts this year. Liao Qinghong pointed out, &#34;The way Xingji Meizu understands going overseas is not just about product exports, but also about technology exports and ecosystem exports.&#34;
It is reported that by 2025, Xingji Meizu will hold over 10 launch events overseas, introducing more products aimed at the global market, and will establish ecological experience stores for smartphones, cars, and glasses abroad, partnering with Geely to create a high-end technology ecological brand.
Compared to the past Meizu, today's Xingji Meizu is moving towards new goals, but whether it can seize the opportunity to rise again will ultimately be tested by the market.
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Xiaomi Meizu has clarified its strategic direction in the past six months, focusing on AI smartphones and smart glasses, with plans to achieve globalization goals by 2025, aiming for overseas sales to account for 50%. The company will drive product innovation and ecosystem development based on AI, striving to win against stronger competitors. Since acquiring Meizu Technology in 2022, Xiaomi Meizu has halted traditional smartphone development and fully transitioned to AI devices

- Xingji Meizu has clarified its strategic direction, focusing on AI, product innovation, globalization, and ecosystem development.  
- The company aims for a 50% overseas sales target this year, with a long-term goal of 70%, while emphasizing the importance of product innovation and ecosystem building.  
- With successful entries in smart glasses and automotive systems, Xingji Meizu is positioning itself to leverage AI advancements and expand its global presence through multiple product launches in 2025.

Can Meizu rise again?