2021 has entered the end of the year, and the competition in the mobile phone market has also entered the final stage. In the past year, the pattern of the entire industry has undergone no small changes, such as vivo has won the first place in China for three consecutive quarters, and both the product and the market have occupied the leading position in the industry. But at the same time, Apple's sudden rise has also made domestic mobile phone manufacturers feel pressure, how to face Apple's competition, how to play their own banner in the high-end market, has become the biggest challenge at present. On December 22, Vivo released its most popular model S series new vivo S12, playing a "comprehensive" banner, pointing out the key to the competition of mobile phone manufacturers in the next stage.
From "selling point" to "comprehensive"
In the previous mobile phone market competition, we heard more about "selling points", such as a very typical "selling point" marketing, that is, grabbing the first launch. In fact, in essence, the marketing operation of grabbing the first launch is essentially not confident enough in its own products, and the "selling point" of sales is placed on the brand endorsement of chips and other accessories. But after a long time, consumers will slowly find that in fact, similar selling point practices do not necessarily have any positive help for the experience improvement of the mobile phone itself, and it may even be because of the rush of release, there are many BUGs, or the publicity function on the conference has not yet been popularized to the product side, and it takes a long time to upgrade the product to gradually become stable, which is actually more than worth the loss.
This kind of "selling point" marketing has always been the mainstream of the mobile phone industry, but the release of S12 this time has a very obvious difference, that is, playing a "comprehensive" banner, simply put, there is no shortcoming, are all advantages, this practice is still quite confident. In fact, judging from the information released at the press conference, this confidence is indeed justified. The S12 series is indeed very comprehensive from product design to function realization, which can be called a product contribution of vivo at the end of 2021, not only in the image capabilities continue to develop by leaps and bounds, but also in the performance is also very outstanding, under the comprehensive breakthrough to achieve a comprehensive upgrade of product strength and experience in the same price segment.
From a holistic point of view, the S12 series condenses the advantages into three dimensions of performance, imagery and design to explain the comprehensive. For example, the use of Tianji 1200, which has a running score of nearly 800,000, the entire UFS3.1, and the dual-effect memory fusion technology to increase 4G storage for the mobile phone out of thin air, greatly improving the fluency of running. The S series' best field image uses a 100 million pixel rear and 50 million pixel front custom camera, as well as its own exclusive micron-level skin resurfacing algorithm, so that the high-level imaging ability can be upgraded. Ultra-thin and ultra-light design is actually worth mentioning in the current era of half-pound machines, after all, consumers are not really willing to endure overweight products for some designs, and the success of the previous S series obviously shows that light and beautiful is still an important decision-making reason for consumers to choose mobile phone products.
The S12 series clearly takes into account all aspects of what consumers want, and also points out the core theme of the next stage of mobile market competition, that is, "comprehensive". Not only the comprehensive performance and camera capabilities, but also a series of consumer concerns such as appearance and weight are part of the comprehensive, and it will be a necessary way to win the favor of more consumers to achieve a real high-end breakthrough.
Pull the experience apart with technology
How to establish your own brand image in homogeneous mobile phones? This is still a very worthwhile topic to discuss. However, the answer to this topic has long been called out, that is, to create different user experiences with their own technical strength, thus opening up the gap between each other. This is particularly prominent in the S12 series.
In terms of performance, in addition to the flagship chip of Tianji 1200 plus UFS3.1 high-speed memory, vivo's many black technologies have become the guarantee for the full performance of mobile phones. For example, the dual-effect memory fusion technology can make the virtual 4G memory, so that the mobile phone can achieve a soft upgrade of memory capacity through technology. For example, the use of superconducting liquid cold heat dissipation to ensure that the temperature during the operation of the mobile phone is cool and does not heat up. In order to better play the game performance of mobile phones, Vivo also specially designed e-sports antennas to ensure faster and more stable signals. At the same time, the kernel-level animation engine 2.0 takes the operation animation of the mobile phone to a new level. Do not underestimate the details of the animation, which is often the most direct place for the user experience, and the smooth reputation of Apple's mobile phone is mostly achieved by the animation.
Image ability has always been the main ability of the S series, especially selfies, and it is also the housekeeping skill of the S series. This time on the hardware side, the S12 series is first equipped with a 5000W pixel Samsung JNV ultra-clear sensor, coupled with a two-color temperature four-soft light lamp to greatly enhance the selfie effect, vivo in the front light can be said to have been leading the industry. And this time the technical content I think is particularly high a function is the micron skin shaping algorithm, this algorithm is through the continuous learning of artificial intelligence, to compare the difference between machine retouching and manual retoucher retouching, and then continuously improve, and finally let the effect of mobile phone retouching infinitely close to the effect of millions of retouchers, it can be said that the retoucher into the mobile phone.
This kind of ai-based learning function I think will become the core function of differentiating the mobile phone experience in the future, because this algorithm and data learning are unique for enterprises, not only the more powerful the performance, but also the absolute difference in experience. Of course, the 100 million pixel rear camera is also very good, able to achieve HDR effects in the existing panoramic mode, as well as the traditional strength of night scenes, there is no need to repeat it here. Of course, the careful thinking of some gadgets is also amazing, such as the massive vlog template, and the most acclaimed vlog teleprompter function, which seems to be a small function, but it is what many photographers dream of.
S12 series mobile phone thickness is only 7.36mm, weight is only 171 grams, 57 degrees super sense curved screen, start thin and have a full sense of high-grade, coupled with the photochromic 2.0 material innovation, a start, there is an absolutely different feel, which I believe consumers will have a more intuitive feeling when they see it in the offline store.
In general, vivo S12 series of innovation in several aspects are closely related to technological innovation, and even the material and color of the back shell are also the result of unremitting technological research and development breakthroughs, and this technical attribute is more and more in the software and hardware products of vivo mobile phones, and brings a very unique experience, which is also the biggest feature of vivo mobile phone products in the recent year. Of course, I am most interested in the micron skin rejuvenation algorithm, which introduces deep learning into mobile phone retouching, which can be said to be very groundbreaking, which can be said to open up a new idea, but also brings more innovation possibilities, the inspiration for the industry is still very large. I personally also feel that the difference in the experience between mobile phones and mobile phones in the future will be more in the soft power of this algorithm, rather than in the trade-off of hardware.
Battle the mid-to-high-end market
Impacting the high-end is the most said sentence in the mobile phone industry in 2021, but how to impact the high-end, the means do not seem to be so much. Especially for brands with configuration updates as the core innovation point, consumers actually do not buy it. And some small brands often come out to make trouble, such as setting a low price for the new flagship chip, which suddenly disrupts the pricing rhythm of competitors. In fact, these inner volume behaviors are not beneficial to the development of the industry, and in the end, they will not really get high-end recognition of the product, and it is even less likely to obtain high-end profit support.
Vivo may be the most successful mobile phone companies to impact the high-end in 2021, such as vivo X70Pro+, iQOO 8 Pro have performed well in the high-end market, basically standing on the positioning of the high-end market, and also achieving a rivalry with Huawei in terms of share. I think this already shows that vivo has mastered the password that impacts the high end, and the S series is another embodiment of this password. In fact, the core essence of the impact on the high-end is the two words "comprehensive", four words "no short board", and four more is "unique experience". Consumers' requirements for high-end mobile phones are very high, starting from the ID design, they all hope that the mobile phone in their hands can have a standout and distinctive place. As the main shipping flagship, the "all-round" attack of the S12 series is undoubtedly another continuation of this "mid-to-high-end" mobile phone methodology.
Although from the overall point of view, the homogenization of the smartphone industry is very strong, everyone can indeed use the same in terms of hardware configuration and so on. But we can also see that personalized research and development and exclusive technology and even chip products of mobile phones have begun to become more and more numerous, and the differentiation is getting bigger and bigger. For example, from the chip to the system to the back shell material, there are a lot of self-developed things, and this vivo S12 series will introduce the deep learning of artificial intelligence into photo retouching, I think it is another huge progress. The shortcomings of mobile phones are becoming less and less, the characteristics of brands are becoming stronger and stronger, and "high-end" is often established in such a generation of innovative iterations.
Impacting the high-end is not a day's work, but the comprehensive strength innovation of the S12 series has allowed me to see a rising star again. I believe that with the continuous personalized research and development and innovation, the performance of mobile phone products will become more and more comprehensive, the experience will be better and better, and the high-end road of domestic mobile phones will eventually be able to achieve real success.
Recommended in previous periods
Account Profile
From 2015 to 2021, Weibo has been the top ten most influential V on the Internet for seven consecutive years
2021 100 Influential Creator of the Year
2021 Baidu APP Individual Author of the Year
In 2021, he will be a director of the first Beijing Internet Celebrities Association of Weibo
Top 100 Creators of 2020
2020 People's Network Technology Creator of the Year