Recently, Huawei Technologies Co., Ltd. was granted a patent for "a method and electronic device for photographing the moon." This method automatically recognizes the moon in the preview interface and enters the moon shooting mode, and the autofocus makes the preview interface display a clearly contoured image of the moon. According to the user's shooting operation, multiple frames of moon images with clear contours under different exposure parameters are collected for processing, and photos of the moon include clear and bright backgrounds and include clear contours and crystalline beautiful moons are obtained.
Having said all this, do you mean to ask, what do you mean? So many technical terms, listen to the clouds in the fog. It's not important or important, as long as you remember Huawei, shoot the moon, patents, and know that it's awesome, that's enough.
It's really interesting to think about, shooting the moon also has a patent, it seems that after "everything can be blind box", "everything can also be patented". But then again, Huawei, as a domestic brand that has become a household name, the leader of communication solutions, and the boss of domestic mobile phones, Ren Zong's sentence "Huawei is just a broken plane, a pair of rotten feet" is enough to make people emotional, why spend energy on these "flower heads"?
In fact, such marketing actions are undoubtedly consolidating its position in the hearts of consumers. Domestic mobile phone brands are updated very quickly, you do folding machines, others also do; you engage in fast charging, others also engage; you play ultra-clear pixels, others also play; throughout today's electronic products, a variety of tricks, complete functions, technical differences are not large, want to surpass others at the product level, it is not easy. Maybe you spend half a day spending time on technology, and the consumer still has no feelings, and you still can't enter the mind.
At this time, it is necessary to locate. As the saying goes, product-level differentiation is difficult to find, but differentiation at the mental level is ever-changing. Gu Junhui, translator of the latest Chinese edition of the "Positioning" series of books, said that the positioning study is two words:
First, competition, the correlation is the opponent. All strategic decisions and tactical actions in commercial warfare must be based on competition. Gu Junhui said that if companies want to win the business war today, they must achieve true selflessness; they need to pay attention to their opponents, rather than studying themselves behind closed doors all day.
Second, the mind, associated with cognition. All concepts of differentiation revolve around the mind, not around the factory and the market. This means that you have to understand the consumer's perception in all directions, what kind of cognition? It is the consumer's perception of you and the perception of your opponent.
Gu Junhui reminded: In the era of extreme competition, enterprises do branding, must not leave these two concepts, otherwise you will go further and further, until you lose badly. Brands that do not consider the competitive environment and consumer perception can only be reduced to relying on price wars for a while, or directly "dog belt".
Therefore, in the eyes of professional positioning workers, 85% of the time is spent studying opponents, and there is not necessarily only one opponent, but it may also be the entire industry. When studying an opponent, we need to remember that we are not studying the opponent in the visible battlefield, but in the invisible mental battlefield. Don't study and study and go back to the product level, such as the catering industry, don't study the opponent's dishes and stores, this is a hard thing in the physical market, it doesn't matter, you have to study the soft part - the consumer's perception of the catering brand.
That said, Huawei applied for a patent full of technology this time, that is, to consolidate the high-end cognition in the minds of consumers, and to compete for the lead in smaller categories. Suitable for taking pictures of mobile phones obviously already exist, the same as the domestic oppo, vivo have advertised to illuminate your beauty, backlight is also clear, soft light four cameras, hundreds of millions of pixels, etc., consumer minds, "camera phone" cognition has been implanted, it is difficult to change. Huawei's previous cognition has always been "national brand" and "high-end", if you directly change yourself to say that you are also very suitable for taking pictures, at best it is an imitation, so it has found a smaller field, using the trust certificate of patent to establish the cognition of "the most capable of shooting the moon", more romantic, more special.
Whether other mobile phones can also capture the moon with this effect, it does not matter, because Huawei is the first to promote, in other words, the first to enter the mind. None of its competitors did it, and Huawei scrambled to find this differentiated concept that accurately attracted consumers.
This also confirms what Gu Junhui said, enterprises should not stay in the visible physical market, but should exert efforts on the invisible mental battlefield.