Affected by the supply chain shortage, TrendForce Jibang Consulting once again revised down the production forecast of 2021 full-year smartphones to 1.335 billion pieces, an annual increase of 6.5%, after it had previously estimated an annual increase of 7.3% to 1.345 billion pieces. The industry is growing steadily, which is a challenging market for all mobile phone brand manufacturers, especially in the case of serious homogenization of superimposed hardware.
In response, vivo, a leading mobile phone brand, is beginning to gravitate towards a chess game of increasing overall revenue and average selling price (ASP). In Q3 2021, vivo doubled its market share in the $500-599 segment with the outstanding performance of the X series, through the efforts of strategic portfolio planning and continuous channel evolution, occupying a leading position.
This is mainly due to the launch of the S series. With the advent of the vivo S series, it liberated the X series from the $470 (RMB3,000) and below segment, allowing the X series to focus on the high-end market. The restructuring strategy proved to be a success.
At the same time, Vivo's main high-end S series is also continuing to exert efforts, on December 22, the latest generation of vivo S series products - vivo S12 series was officially released, in addition to continuing the excellent image and texture design, but also to the outside world to show its powerful performance and lasting stable frame game experience, the achievement of S series of extremely comprehensive generation.
Tianji 1200 chip blessing
The performance experience is outstanding across the board
Looking back on the past, the vivo S series has brought an industry-leading front-facing image experience by deeply binding, optimizing and innovating the selling points of segmentation with the needs of users' scenarios. What is different from the past is that the focus of this vivo S12 series has shifted from the previous specialization in imaging and design to the comprehensive development of imaging, design, performance, etc., forming a finale product with excellent comprehensive strength.
In terms of parameters, vivo S12 series adopts Tianji 1200 chip, which adopts 6nm advanced process technology, has excellent performance and excellent power consumption control, after the optimization of vivo and MediaTek, the performance performance is better than ever, and the performance performance is as high as 720,000 points, and the performance output is strong and stable. It is reported that since the second half of 2021, MediaTek has achieved great success in the chip market and has become the leading core manufacturer in the world for many consecutive quarters.
In addition, the vivo S12 series, which is positioned as the "flagship of pioneer images", has also been upgraded in terms of imaging technology. Vivo S12 Pro upgraded the front "micro-slit double soft light" of the S10 Pro to the "two-color temperature four soft light" in terms of front portrait, and the front main camera was upgraded to a 50 million pixel front dual camera. Through the collaborative optimization of software and hardware, it brings a better front-facing portrait experience. Han Boxiao, product manager of vivo, said: "The front-facing portrait has been working hard. Focus, focus, stabilization, fill light, wide angle, bokeh, these details of the scene, used to know. ”
On the rear camera, vivo S12 series rear is equipped with a 100 million pixel triple camera combination, and the intelligent ISO function intelligently selects the level of the ISO value according to the brightness and darkness of the environment, even in the dim environment, the photo can be clear and vivid. The panoramic night scene function realizes the super night scene effect in the existing panoramic mode and improves the brightness of the panoramic film of the low-light scene.
At the same time, the image concept of the vivo S12 series is also constantly evolving. Vivo has always been committed to bringing consumers an excellent image experience, "everyone is a creator, let more people feel the joy and meaning of creation", which is not only vivo's vision, but also the core advantage of the S series.
The game is undoubtedly the best scenario for performance. It is reported that the vivo S12 series supports the king of glory 90 frames to run, under the blessing of CPU BOOST + game BOOST, it will bring players a long-lasting and stable game experience without dropping frames. With excellent gaming performance, the vivo S12 series has obtained KPL test certification after passing six tests such as power consumption, average FPS, average Wi-Fi latency, and frame rate stability.
With the continuous iteration and upgrading of the vivo S12 series in terms of imagery and design, coupled with the further improvement of the performance brought about by the combination of hard cores such as the flagship core, the vivo S12 series interprets the connotation of the symbol S of the product series, just like the slogan of the vivo S12 series: "Comprehensively outstanding, naturally outstanding".
Portfolio planning
Help vivo double its high-end market share
As a mobile phone manufacturer with a leading domestic market share, vivo has created countless intelligent products with excellent appearance, pleasant sound quality and humanistic images, and will dare to pursue the ultimate and continue to create surprises as vivo's firm pursuit.
Specific to the product line, the X series is vivo's high-end series, focusing on young fashion consumers with high requirements for the quality of life, providing the ultimate HiFi and extremely thin products; while the S series is positioned in the mid-range series of fashion entertainment, featuring the mainstream of fashion and targeting young people who pay attention to the selfie experience. Data from the official website of vivo shows that the cumulative sales of today's vivo S series have reached nearly 30 million units.
In the past, Vivo's X series, which mainly focuses on the high-end market, was subject to the price positioning of 470 US dollars (3,000 yuan) due to blurred boundaries, and the high-end road was blocked. For vivo, the launch of the S series can be said to be a strong support for it to reach the top of China's high-end strategic highlands. Not only does it differentiate itself from the already market-recognized entry-level Y Series, but it also fills the $470 segment, freeing up the X Series.
Counterpoint analyst Ivan Lam said: "In the past year, Vivo has made significant progress in China's mid-to-high-end field. Its market share in the $500 to $599 price range has risen from 10% in September 2020 to 20% in September 2021. This was driven by the strong performance of the X70 Pro launched by vivo in September. Vivo continues to drive up its value chain through ongoing efforts in research and innovation in camera technology, including a strategic partnership with ZEISS, a leader in optical technology. ”
"Impact high-end" has become the only way for almost all mobile phone brands, with the continuous improvement of the average selling price of China's mass market in the future, vivo's main high-end S series will effectively drive vivo to take advantage of the momentum in the high-end market, achieve more eye-catching market results, and become the most solid backing on the road to high-end vivo brand. As Counterpoint Research puts it: "With the average selling price in China's mass market expected to continue to increase in the next two years, the mid-range S series is of great strategic importance to vivo." ”