The source of this article | the wrong knife
ID｜ijincuodao
The author | Xiangliang
The days of mobile phone brands are getting worse and worse.
There is no new idea of the new machine, let people have no desire to change the machine, mobile phone shipments fell year after year.
Apple analyst Mingji Kuo predicts that the latest iPhone SE third-generation shipments will drop from 25-30 million units to 15-20 million units.
In this environment, brands still want to live moist, and they must spend the whole time.
For example, on the iPhone 13 fuselage, set with 1024 diamonds and 128 rubies, the most expensive one is priced at 470,000 yuan;
On the back of the Huawei Mate 40 Pro, put a green turtle carved out of gold and jade, priced at 420,000 yuan, limited to 8 units, and is currently all sold out.
With the inhuman design of the trench, the brand has won more than 10,000 local customers around the world.
It is the Russian and Italian joint venture luxury brand "Kaiweia", and custom luxury mobile phones are its core business.
Some people say that it is a foreign version of the 8848. For Kewia, this assessment is an insult.
20,000 yuan, you can only buy a mobile phone case here
Speaking of local tycoon mobile phones, 8848 is a brand worth mentioning.
Precious titanium, luxury calfskin, FBI-level security system, even screws are imported from Paris, and Wang Shi's contemporary spokesman was also invited, and the 8848 was once in the limelight.
But compared with Kaiweia, 8848 instantly lost its noodles.
The difference between the two can be seen from the name. 8848 is the height of Mount Everest; the English name of Caviar is Caviar, which means caviar. One is high-end at best, and the other is the pursuit of luxury.
The price of 8848 mobile phones is generally below 30,000, and this is basically the lower limit of the price of Kaiweia products, such as the cheapest Huawei Mate 40 Pro, which costs 33,000 yuan.
If you are shy, you can only take out twenty or thirty thousand yuan, but it is not impossible to spend on Kaiweia.
A variety of iPhone 13 series phone cases, choose from.
But even mobile phone cases are not affordable.
Put this 210,000 yuan mobile phone case on the mobile phone for the mobile phone, and from then on the mobile phone landing, users have to pray that they must face down and protect the mobile phone case with a screen.
VICTORY GOLD 18K mobile phone case, priced at 210,000 yuan
Dare to set such a sky-high price, the material is the most critical, especially as hard currency gold, how to come to the local tycoons.
In The IPhone 13 series, there is an iPhone 13, which is officially named "pure gold bar", and the entire phone uses 750 grams of gold, while 8 diamonds are set, and the introduction reads "for true luxury connoisseurs".
There are not only "gold bars" Apple phones, but also "gold nugget" Samsung phones. This time, at least in terms of price, Samsung hung apples.
The Samsung mobile phone priced at 1.09 million, the gold nugget is equipped with a mobile phone...
If you still think that the amount of gold is not enough, you can also spend 2.34 million yuan to buy this pure gold PS5, playing the game absolutely screaming.
Like gold, the other materials used by Kaiweia in products also adhere to one principle: the rarer, the higher the force, the better.
This iPhone 13, called "T-Rex", has a tooth in the T-Rex's mouth made from fragments of real T-Rex teeth.
There's also an iPhone 13 called "Flame", with red python skin on the back panel.
In order to celebrate China's exploration of Mars, The Huawei Mate 40 Pro, the "Heart of Blessing" launched by Kevia, has a mechanical watch set in the center of the shell, and more importantly, there is a Martian meteorite fragment near the dial.
Although The product of Keweia is thick, heavy and handy, it is indeed loaded by it.
Pure gold and diamonds are just the most basic way to install X
Loading X through material is not the ultimate means.
Gold, emeralds, diamonds, meteorites... No matter what kind of material, as long as it is not an exclusive material, it is not the ultimate scarcity.
Since positioning itself as a luxury, the real scarcity should be the brand's unique design, culture and connotations.
Through a variety of strange designs, invisibly highlighting the rich man's compulsion, is the best operation of Kaiweia.
1. From Jack Ma to Musk, crazy rubbing celebrities
On the official website of Kaiweia, there are many tributes (rubbing) to the designs of Jobs, Ma Yun, Musk and other big guys.
Some designs simply and rudely engrave celebrity avatars into the fuselage. At the same time, there are also literary and artistic designs, such as celebrity signature versions of the iPhone.
Last month, Kevia unveiled the signature iPhones of Jobs, Napoleon, Michael Jackson, and Musk.
Kewia first copied their past signatures, such as Jobs's, derived from his signature in the Times, and then engraved the signature on the back cover of the fuselage, while protecting the signature with tempered glass.
Jobs signed the iPhone 13
It is said that in the future, a series of celebrity signature mobile phones will be launched by Kobe, C Luo, Tolstoy, Churchill, and Lenin, which is called " let users get closer to idols.
Kaiweia even made busts and placed them in your home and office, allowing you to face the encouragement of your idols every day.
2. From lunar exploration to the Winter Olympics, crazy hot spots
As a luxury brand, Kaiweia has a rare quality: keep up with hot spots and mingle with the people.
Foreign popular cryptocurrencies, so it played with NFTs, the back of the phone put a celebrity pixel art portrait, the bottom with a two-dimensional code, on the top of the phone's NFT link.
China's aerospace is in full swing, so from the lunar exploration project, manned spaceflight project, to the Mars exploration project, the space station, it has not let go, based on the Huawei Mate 40 Pro customized a series of mobile phones.
The hot spot of the Beijing Winter Olympics was also rubbed by it.
Keeping up with China's hot spots, Chinese local tycoons almost think that this is a Chinese luxury brand.
3. From Christianity to Chinese painting, crazy rubbing culture
A luxury brand needs to have cultural connotations, on the one hand, it must be precipitated through time, on the other hand, it can still be "rubbed".
In the face of Christians, Kevia launched a mobile phone with st. Peter's Basilica engraved on the back of the Vatican, not buying not a Christian.
In the face of Islamists, Kewia integrated their holy city of Mecca into the mobile phone, which is probably designed to allow The Islamists to provide the mobile phone.
Facing the Chinese market, Kaiweia resolutely abandoned the religious element and chose the elements of Xiangrui and Fortune instead.
The most typical is the "Emerald Empire" series, there are three Huawei Mate 40 Pro, namely "Landscape Painting", "Precious Harmony" and "Flying Lion Cat".
Chinese painting embodies Chinese charm; there are turtles and cranes in "Precious Harmony", symbolizing longevity and auspicious rui; the cats who ward off evil spirits and attract wealth are even more appetiteful for Chinese.
The "Precious Harmony" edition is Huawei Mate 40 Pro
China's rich people are very bnobbly of this, and they have basically bought these Huawei mobile phones.
The local tycoons have never been so close to culture.
Does sky-high mobile phones have to be IQ tax?
Before Kevia, the most famous luxury mobile phone brand was not 8848, but Vertu.
Materially, Rittal uses aviation aluminum, carbon fiber fuselage, covered with rare leather such as crocodile skin and ostrich skin, and each part can be personally customized.
In terms of craftsmanship, they are all handmade in England, and craftsmen will also engrave their signatures on the back of the SIM card slot of mobile phones.
The London Symphony Orchestra was also invited to create a mobile phone ringtone.
In May 2017, JD.com launched the Vertu Cobra Limited Edition, priced at 2.474 million units, with a global limited edition of 8 units.
There is only one in China, sold exclusively by JD.com. Liu Qiangdong even quipped that he wanted to deliver the goods himself.
But to this day, the phone has not been sold. On the other hand, Rittal sold itself several times, once to the point of a big sale, mobile phones, memory cartoon promotions.
Even the souvenirs sent by Chinese friends were sold, and they were poor.
The reason is because Rittal's main product is basically a functional machine, and it is not launched until it is almost finished.
A WeChat chat is laborious mobile phone, who buys who is a big wronged species.
Why can Kaiweia, who can carry X like Rittal, live well?
On the surface, the difference between the two is that Kaiweia does not make mobile phones itself, but only cooperates with mobile phone manufacturers to provide customized services.
So at least the performance of its products, do not worry about not keeping up with the times.
After all, its customized products are the most high-end products at present, such as the iPhone 13 Pro Max, Huawei Mate 40 Pro, PS5, and even Tesla, etc., keeping up with the forefront of science and technology.
The deeper reason is that Rittal and other sky-high mobile phone brands are bent on making mobile phones, and Kaiweia is bent on luxury goods, choosing popular high-end products is only a means of drainage, and craftsmanship, design and culture are the selling points.
In the face of two different categories, people's psychological values are often different.
Tens of thousands of dollars of mobile phones are IQ taxes, people stupid money will buy more; hundreds of thousands of dollars of luxury goods, that is, cattle X, can not afford to buy is my problem.
Therefore, the sky-high price of mobile phones may be IQ tax, but the sky-high price of luxury goods is not IQ tax, depending on its value in the user's mind, the user has the final say.
But Kaiweia knows that people now prefer to hide and show off their wealth rather than wear gold and silver.
Therefore, even the most bizarre design may wish to try, sometimes, the taste of rich people is difficult to say.
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