Wen | move point technology
The author | Yellow Dust
Edited | Steven Lee
A few years ago, vivo NEX turned out to be a reality, and everyone talked about its ultra-high screen ratio and pop-up camera, but after the NEX 3s product, the price diving and product problems made consumers stay away. Some time ago, rumors about the NEX series being cut were rampant. After checking the official website of vivo, it was found that the product label of the NEX series has disappeared, and there is only a link to the introduction at the bottom of the page.
In this regard, Jia Jingdong, vice president of vivo brand and general manager of brand and product strategy, recently said on Weibo, "The original NEX series' mission of exploration and innovation of new experiences and new forms will not disappear, and will be carried by our flagship product X series... The upcoming X series of new products will also present more innovations and surprises in terms of form and experience, and any expectations of NEX can be answered in the new X series."
A seat is a tacit guess of netizens, but in the Huawei ban forced back, Apple occupies the high-end machine market today, the NEX series really has to be abandoned as if it were our own? How will vivo break the high-end machine market under the eyes of opponents such as OPPO and Glory?
Vivo's high-end start is lagging behind
Over the years, Apple, Samsung occupies most of the high-end machine market, with the rise of Huawei, the world's high-end machine market has gradually formed a pattern of Apple, Huawei, Samsung three strong, but because of the US ban problem Huawei mobile phone development has been hindered. For a time, the considerable profits of high-end mobile phones coupled with the market share given up by Huawei, domestic mobile phone manufacturers have built better high-end mobile phones and impacted the high-end mobile phone market.
Public information shows that domestic mobile phones have long used flagship models to impact high-end practices, such as oppo Find series appeared in 2011, Huawei launched the now proud P series and Mate series in 2012 and 2015, Xiaomi launched the MIX series in October 2016, and Honor launched the Magic series two months later.
In June 2018, VIVO's high-end product line NEX was late. Before the advent of NEX, other domestic mobile phone manufacturers have launched their own high-end series or sub-brands. Previously, Vivo was once dominated by the mid-end market, as a sub-brand and flagship series of Vivo, NEX is a new attempt by Vivo determined to impact the high-end.
NEX cannot afford to continue to bear the expectations of vivo's high-end
Speaking of vivo, its initial product planning is X Play as the flagship series, X as the mid-range series, which is the main shipment model used to conquer the market and occupy the user's mind, and Y is the low-end entry series.
In 2018, this situation changed, in June of the same year, Vivo launched the NEX series, bringing the first "full-screen mobile phone" on the market at that time, in the smart phone market dominated by the "Liu Haiping" design, it achieved a design close to the full screen for the first time through the design of the fingerprint under the screen plus the hidden lifting lens, with a screen ratio of 91.24%. Although the design of the lifting lens seems to have failed today, the fresh air brought by the NEX series still makes it replace the X Play series as the new high-end flagship.
Vivo originally wanted to use this as a stepping stone to open up the high-end machine market, but since then, several products released by the NEX series have lacked highlights, and the release time of each one is too short from the interval between the previous vivo mobile phone. Shortly after the release of the vivo NEX 3s in March 2020, the price quickly dived, even if the waterfall screen was very innovative at the time, but consumers did not pay for it.
Since then, the vivo NEX series has been released from time to time with the news of postponement. Since last year, the X series has regained its attention, not only introducing the cooperation of Carl Zeiss, making every effort to break through the imaging capabilities, but also striving to make up for shortcomings other than images, such as screen quality and workmanship texture, which have been interpreted on the new machine.
Therefore, NEX does not seem to exist anymore, the NEX series that innovates for the sake of innovation has verified its embarrassing position in the consumer market, and the new appearance of X series Pro products has shown Vivo's pragmatic attitude. The kernel of neX has been inherited by the X series, just like Samsung recently canceled the Note series and implanted the Note gene on the S Ultra, which is more like a mess for the brand.
Vivo high-end myths
The high-end of mobile phone brands, in the final analysis, is the moat of their own products and technologies has been recognized by the public. This is why even if everyone has piled the fast charge to 120w or even higher, people with enough budgets will still firmly choose the iPhone with only 20w fast charge.
The fiasco of xiaomi mix 4 and the replacement of vivo NEX have conveyed a fact: it is difficult to support a product series by only doing form innovation on straight phones, of course, the folding screen is an exception. Therefore, there have been rumors that Vivo will also launch its own folding screen in the near future, but at present, it may not use the NEX series to carry.
Folding screen this piece of Apple has not yet handed over the volume, therefore, each is very willing to use the folding screen to enhance the high-end image, some brands even if not energy production, but also early release of the concept machine to seize the user's mind, is to see its role in the promotion of the brand.
Although vivo has ushered in a good situation in the past two years by relying on the X series, its technology, products, and brand image shaping still need to have a bearer, such as OPPO Find N series, Huawei's Mate series/P series. Therefore, the next vivo's new action, whether it is a folding screen or other breakthrough points, needs to continue to focus on the previous charge and seize the user's mind in time. And that's more valuable than reinventing a new NEX product to sustain the NEX brand.
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