In less than two years, Tianxuan has become a new force in the market
When ASUS released the first generation of "Sky Selection" in early 2020, many friends may not have expected that this new product line based on the former "Flying Fortress" mold, but also with a higher configuration and a new two-dimensional image spokesperson, will grow into a force to be reckoned with in the market in less than two years.
How popular is "Chosen"? As early as the launch day on March 26, 2020, the original Genius Laptop set a record of 3 minutes sold out. A few days later, on the 24-hour peak day of Jingdong Asus, the original model was sold out in only 1 minute, winning the turnover of the Jingdong game category and the double crown of sales on that day, leaving a deep "first impression" on the entire industry.
In 2021, "Natural Selection" will continue to exert its strength. On the one hand, the top edition of Tianxuan 2 with 240Hz refresh rate + RTX3070 + Ryzen 7 5800H sold out on the night of its release, setting a rare market performance for 10,000-yuan games in the industry. On the other hand, the entire Tianxuan 2 series has won more than 130,000 units on the JD platform in 2021, ranking fourth in similar products and helping ASUS become the top three in the field of games.
Not to mention that just a few days ago, the just released Sky Choice 3 attracted more than 400,000 consumer reservations as soon as it went on sale, and the popularity of the first sale and the speed of selling out once again hit a record high.
So the question is, how did ASUS achieve such market performance and influence as "Natural Selection"? Looking at the changes in the Chosen Family over the past year or so, it is not difficult to find the answer.
The unique and serious "human design" enhances the consumer's good feelings
To be honest, in recent years, more and more brands in the technology industry have adopted the "spokesperson for two-dimensional products" strategy. Not only game or e-sports related brands, not only PC or mobile phone manufacturers, and even some home appliance brands have engaged in "two-dimensional marketing".
Is this strategy useful? Judging from the current consumer feedback, "two-dimensional marketing" is actually a double-edged sword. Because it requires manufacturers to be quite attentive to the image of the "spokesperson", can carry out continuous, high-quality secondary content creation and dissemination, in order to play a benign role in narrowing the distance with consumers. If the manufacturer does not invest enough in the resources of the "two-dimensional spokesperson", it is easy to cause the word-of-mouth in the target user group to "collapse the house", which will play a counterproductive effect.
From this point of view, ASUS is obviously very protective of "Heavenly Selection". Not only has it adhered to the original personnel design for more than a year and carried out continuous improvement, but also published four-panel comics and festival dynamics on social platforms from time to time to interact with netizens.
Not to mention, from the format of the press conference, ASUS has obviously become more and more "on the road" in more than a year. At last year's Tianxuan 2 conference, a large section of original animation was still vividly remembered, and at this year's Tianxuan 3 conference, the cooperative song and dance performance with the popular virtual girl group made "Tianxuanji" successfully out of the circle, attracting more groups who might not have paid attention to the PC new product launch.
The positive enhancement of product strength has made the market competitiveness higher and higher
With the advantage of persistent and distinctive two-dimensional image publicity, "Natural Selection" has successfully implanted considerable influence in the minds of consumers. However, what really promotes the substantial growth of product sales and market position is obviously the product configuration and cost performance that must be implemented.
Looking back at the detailed configuration and product positioning changes of the Sky Choice series game PC in recent years, it is not difficult to find that ASUS's resource investment in it is quite positive and responsive.
For example, the original "Choice" game was quite attractive in terms of price performance, but at the same time, its early models lacked a wide color gamut screen, which also attracted criticism from some consumers. In the face of this situation, ASUS added the first generation of choice models equipped with a higher-end Ryzen™ 9 CPU, RTX2060 graphics card, and wide color gamut screen for the first generation of choice models, which met the needs of some consumers for higher game books.
For example, in the era of Sky Choice 2, on the one hand, we have seen the RTX3070, the glacier heat dissipation system with up to 25% performance improvement, etc., which is obviously more "hard" hardware design; on the other hand, for consumers who have higher requirements for portability and professional performance, ASUS even directly based on the 2020 orthodox ROG product line (Zephyrus G15), launched the "Sky Choice Air" product line with a more extreme heat dissipation design and more suitable for undertaking high-load long-term rendering tasks. The positioning of Tianxuan has been expanded from "student game book" to a more high-end, but also more professional and wide-ranging market.
When the time comes to 2022, on the new Choice 3 series, the first ushered in another expansion of the product line. This time, Sky Choice 3 has a dual platform option of 12th Generation Core and 6000 Series Ryzen™ and the highest graphics card is further upgraded to RTX3070Ti, which is enough to meet the needs of more extreme players.
On the other hand, looking at the details of the materials and design of Sky Choice 3 this time, we will see a series of significant configuration improvements such as the entire series of DDR5-4800MHz memory, the whole series of PCIE4.0 SSDs, the whole series equipped with support for independent direct screens, and the pure centralized display power saving mode "dual display and three modes" technology. Coupled with the flagship 15-inch 2.5K 165Hz wide color gamut screen, the 17-inch 360Hz ultra-high brush screen, and the full-blood RTX3060 graphics card with power consumption open to 140W, whether it is performance, screen, or thermal design, the choice 3 has a very significant improvement.
Obviously, all this shows that ASUS has become more and more serious about the product line of Sky Choice, and is more and more willing to invest technology and more costs.