After the popularity of the Mate 60, Huawei's new narrative "broke through"

author:Serious Zhuanghe 3c

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After the popularity of the Mate 60, Huawei's new narrative "broke through"

We will shine in the dark, turning dust into gold

Glow in the darkness and turn decay into magic

We dream that this is possible

If you have a dream, chase it

Until the breakup Until the breakup

Without destruction, there is no establishment, and there is no great destruction

At Huawei's autumn press conference, I heard the familiar melody again, and those four words made the audience unable to hold back.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

In 2015, "Dream It Possible" (Chinese version of "My Dream") became popular as the theme song of Huawei's Mate 8 conference, and the Mate 8 flagship conference equipped with the Kirin 950 chip was also the focus of the high-end market. High-end mobile phone market. The last time I heard this song at the Huawei press conference was at the end of the Mate 40 series press conference, Yu Chengdong said "thank you" three times and bowed twice. The words "Maju Maju" and the slightly sad horn also show the determination and courage to "move forward". If you pay attention to the lyrics, you will find that there is an interesting intertext with Huawei's more than ten years of history. This song tells the story of a little girl who embarks on a journey alone, encounters many difficulties, becomes braver after setback, and finally takes the stage of the Vienna Konzerthaus in order to pursue her musical dreams. At the end of August, the Huawei Mate 60 series suddenly went on sale before its release, pushing the melody of "My Dream" to a new climax. This mobile phone, which is currently the most domesticated, is a symbol of getting out of the sea of suffering, and also brings suspense to the silent smartphone market.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

The biggest suspense this month is whether Huawei will hold the official launch of the Mate 60 series, so when Huawei officially announced the launch of a new product in the autumn scene on the second day of the Apple conference, everyone had greater expectations. As a result, Huawei once again exceeded expectations. The press conference did not release the Mate 60 series, but brought another surprise with Andy Lau - the ultra-high-end brand "ULTIMATE DESIGN Extraordinary Master", the domestic brand that Gufanyuan is about to launch. Go to a great new channel. "My Dream" began to change, quietly opening up Huawei's new narrative.

Breakthrough, breakthrough

Until I broke up

On the evening of August 29, bloggers and digital enthusiasts from all over the country rushed to Shenzhen with only one goal - to release the Huawei Mate 60 Pro without warning. Top flagship phones went on sale immediately without holding a press conference. There are almost no precedents in the mobile phone market. We were also one of the people who rushed to Shenzhen that day. On the high-speed train, we saw a colleague open the box to test the network speed. Everyone wonders if this is Huawei's first 5G mobile phone launched after three years? Although there is no 5G logo on the Mate 60 Pro signal box, some measured results show that the download speed even exceeds 1000Mbps, which actually reaches or exceeds the 5G level of many mobile phones. The Kirin 9000s chip on the Mate 60 series has proven its possibilities under extreme conditions. This is very important not only for Huawei, but also for the industry as a whole. Bloomberg commissioned TechInsights, a professional organization, to disassemble the Huawei Mate 60 Pro mobile phone and analyze whether the Kirin 9000 uses the most advanced 7nm SMIC technology. Dan Hutcheson, associate director of TechInsights, said: "The use of Kirin 9000 means that China has narrowed the research and development gap for sub-nanometer chips within two generations.

This is both a return and a breakthrough. This is a review of the Huawei Mate 60 series, not only the speed of the network and chip, but also reflected in many product details. The first thing you see when you get the phone is the beautiful aesthetic design of the Mate series - symmetry in the central axis. The impressive "Star War" design of the Mate 40 series is back, but if you look closely, you'll see a difference.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

The "concentric" design of the Mate 60 series makes the "Star Ring" bigger. The limit is not limited to the camera itself, but bursts out from the inside, extending the arc to the back cover waist. If you use some shadows and extend this arc from the outside of the fuselage, you can see a larger, invisible concentric circle. Also reaching new heights after the launch of the new product is the Mate 60 Pro satellite phone. Just a year ago, Beidou Mate 50 satellite information was used to make direct satellite calls on mobile phones without the need for a thick antenna like traditional satellites. Before Yu Chengdong shouted "leading" at the press conference, the design and function already told us that Huawei broke through boundaries and broke through the cocoon. The emergence of the Huawei Mate 60 series has suddenly become a big buying driver in the market. Queues in Huawei stores in many places across the country once again caused a rush to buy. Such scenarios usually only appear when a new iPhone is released.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

According to media reports, some scalpers offered to resell Mate 60 series mobile phones at a price of 1,000 yuan. Huawei stores should also require users to activate on-site when picking up goods offline to prevent scalpers. According to supply chain sources, orders for Huawei Mate 60 Pro have increased to 15 million to 17 million units. Tianfeng International analyst Guo Mingxi predicts that due to demand and the market impact of Mate 60 Pro, Huawei's smartphone shipments will increase by about 65% per year, reaching 38 million units by 2023. This reminds me of the Mate 7, which became popular after its launch nearly 10 years ago. It not only gives Huawei a firm foothold in the high-end flagship market, but also marks a milestone in China's high-end smartphone market.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

The "jazz life" offered by the Mate 7 has since been recognized by business people and other upper circles. Surprisingly, after many years, it is still the Huawei Mate series that plays this role in China's top flagships. In the past few years when Huawei mobile phones have pressed the pause button, almost no domestic brand can fill the gap in the high-end mobile phone market. The 618 Apple iPhones accounted for 42 percent of the market share this year and accounted for 67 percent of revenue. The iPhone 14 Pro/Pro Max starts at nearly 9,000 yuan to 10,000 yuan, becoming the sales champion of Apple can be said to be "fighting alone and seeking its own failure". At a price of more than 6,000 yuan, the few that can catch up with the iPhone are actually two 4G mobile phones - Huawei Mate 50 Pro and Huawei P60 Pro. It is hard to imagine that in the context of a long user replacement cycle and a decline in the smartphone market, Huawei has made a comeback against the trend. Q2 market share returned to the top five. According to supply chain data from an authoritative market research institute exclusively obtained by Yuanchuang Digital Intelligence Online, in W36 (9.4-9.10), Huawei regained the first position in China's smartphone market with 17% sales. Two thrones. From witnessing Hu Yang with Mate 40, to crossing Kunlun with Mate 50, and then setting off again with Mate 60, perseverance and breakthrough in adversity are Huawei's love history.

Dali, new order

Dreams are possible

Although the Mate 60 series did not appear at this conference, there is a strong connection everywhere. As a pioneer and leader in Huawei's high-end market, the Mate series will disrupt the high-end flagship market with the return of the Mate 60, and will also pave the way for the newly launched ultra-high-end brand. Design ultimate". Huawei uses Andy Lau to describe its definition of "extraordinary", or a top brand: not extraordinary is the ability to constantly give up, constantly reject, and constantly create. Anyone who is serious, modest, diligent, and courageous to move forward.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

There are many ways to build a high-profile brand, but there are no shortcuts. Only in the intricacies of the intricate details hides opportunities for innovation, and you must remain silent. "Ultimate Design" can be called the brightest pearl in Huawei's high crown. It definitely represents Huawei's current "extreme" in terms of craftsmanship, materials and technology, which is a step further than Porsche's design a few years ago. In 2016, Huawei held a new product conference in Germany and officially launched the Porsche Design Customized Mate 9. This is the first time Huawei has collaborated with Porsche Design to build a mobile phone. Unlike many co-brands that only combine colors and logos, Huawei and Porsche Design integrate supercar elements into the design and experience of mobile phones. The high luxury, aesthetic design, advanced technology and other characteristics of supercars have truly become part of mobile phones.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

Huawei Mate50 RS Porsche Design Since Huawei has established its own brand appeal in the high-end market, there is no need to increase brand tonality through co-branding. From "Porsche Design" to "Extraordinary Master", Huawei has completed the evolution of the brand with a unique aesthetic design that is in line with the times. Since Yu Chengdong decided in 2012 to produce only mid-to-high-end products despite internal pressure and external doubts, Huawei has not stopped exploring high-end products. More than ten years of accumulation has become the foundation of ULTIMATE DESIGN. In addition to Porsche Design, Huawei's design on the P60 Art is definitely a bold exploration of design aesthetics, combining islands in the blue sea into square inches, and reflecting the beauty of natural harmony with irregular curves. Even Yu Chengdong worries that consumers will not be able to accept the unique design of Huawei's Paris Institute of Aesthetics. Later, he found that his friends liked it and even thought that the design should be popularized throughout the collection.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

It is undeniable that the aesthetic design of the P60 Art has a specific audience, but in this market that strives for standardization, there must be people who are unconventional and dare to create different products to bring diversity and vitality to the market.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

Aifaner had the privilege to communicate with He Gang, COO of Huawei's terminal business, about the design of the P60 Art. He believes that "Huawei P60 Art is an exploration of the technological aesthetics of this generation of products, and achieves the goal of artistic aesthetics through avant-garde art design." "New heights." The "concentric" design of the Mate 60 mentioned above has new details, and the text on the center of the circle changes from "Leica" to "XMAGE". XMAGE is Huawei's new imaging brand launched last year. Traditional camera manufacturers are difficult to provide a better image experience, and Huawei chose to create its own image brand, which may be a preview of the "Extraordinary Master" brand.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

In my previous photography experience with the Mate 50 Pro, the XMAGE image style gave an intuitive sense of realism, warmth, clarity, and image quality. In Huawei's words, it is real, fresh, transparent, and breathing. The technology involved cannot be explained in two words, but consumers do not need to know, they only need to experience. This is also the concept proposed by Huawei XMAGE: "Leave the complexity itself simple to the user". It's also the best way to build a platform-level technology brand. Whether it is the satellite phone Mate 60 Pro or Kunlun Glass, Mate aesthetic exploration, if Huawei had not decided to go high-end more than ten years ago and maintained a very high R&D investment, we may not experience it today.

Walk through the night and break boundaries

Fly out of my cage like a bird in the night

In 2012, Huawei's R&D investment in the terminal business reached 12%, which was rare among Chinese technology companies at that time. Xu Zhijun, then Huawei's rotating CEO, said in an interview with Fortune: "Having the core capabilities of all hardware is very important for Huawei's future competition, otherwise you will have to follow others." You have to wait for someone else to finish. And if it is customized by the supplier, the supplier cannot sell it directly to you. You have to wait until the customization is complete before developing a standard chip to sell to you. The chips we order from suppliers cannot be sold directly to others.

Insights like these could be key for Huawei to get through the cycle. In the past few years, Huawei has invested more in research and development. In 2021, when the Mate series disappears, Huawei's research and development budget will also reach $22.1 billion, accounting for 22.4% of sales, more than three times that of Apple. By 2022, Huawei's total R&D expenses will be 161.5 billion yuan, accounting for 25.1% of sales revenue. R&D investment and its proportion (amount and level) have reached record highs. In the past decade, Huawei's R&D expenditure has exceeded 970 billion. Last year, Huawei applied for 7,689 patents, becoming the number one brand in the patent application list for six consecutive years. According to the European Commission's report "EU Industrial R&D Investment Scoreboard 2022", Huawei ranks fourth in the world in R&D investment and is the only Chinese company to rank among the top five. Huawei's R&D investment accounts for 10% of the total R&D investment of the 678 Chinese companies on the list.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

Image from: At the beginning of Huawei's 2022 annual report, Huawei Ren Zhengfei said that Huawei has repeatedly completed the replacement development of 13,000+ devices and the replacement development of 4,000+ circuit boards in three years. Now we can see through the disassembly of the Mate 60 Pro that the proportion of domestic parts has reached 90%. Innovation and technological breakthroughs are never achieved overnight, but accumulate over time. If you can persevere in endless darkness and long-term anonymity, you will become the biggest consumer of the brand. We see that the so-called premium brands are only the result, not the initial goal. High-end rarity comes from technology and experience. Whether it is luxury goods like LV Hermès or technology companies like Huawei and Apple, they all start by researching the most advanced materials and technologies, co-creating with the best engineers and scientists, adapting to the changes of the times and providing deep insights. To consumers. Advanced concept. After Huawei has established the highest brand status through the Mate series and P series, the new brand "DESIGN ULTIMATE", which integrates Huawei's past potential, will be an important part of Huawei's new brand order after its full return.

The ship is over, let us gather strength and be reborn

Don't stop, don't stop

At Huawei's developer conference last month, Yu Chengdong said: "The ship has exceeded 10,000 mountains." He calmly looks back on the most difficult years of the past, and perhaps one of the biggest "backlashes" in the history of technology and business.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

The road that awaits Huawei next will not be smooth sailing. The road ahead is long and bright, full of thorns and bumps. We must resolve to move forward if we are to see the light of day again. Throughout history, innovation and technological breakthroughs have often been born out of challenges and difficulties. Those who grit their teeth and overcome difficulties in the midst of long-term challenges, rather than marvel at the top of the wave, may wait many years before they can follow this trajectory and look for coordinates in the course of history. I also understand why Ren Zhengfei said in a recent conversation that "Huawei will become more and more difficult, but Huawei will also become more and more prosperous." Huawei's press conference ended with a chorus of R&D personnel and "pollen". In 2013, Yu Chengdong posted on Weibo, mentioning the chorus of "Glorious Years" by the mobile phone product line manager, which opened Huawei's exciting decade of advanced mobile phones. Time passes like a song. The decade of solo struggle is a heroic era of Huawei's personal growth. In the next decade, Huawei will start the transformation from "going alone and fast" to "going far together" in the form of chorus. Mountains and waters will merge and be reborn.

After the popularity of the Mate 60, Huawei's new narrative "broke through"

"Dream it possible" Swara lingsir is still there, the story is not over, the story has begun. From bottom to top

From bottom to top

We are lighting his wildfire

We are the fire of the plains

Don't stop, don't stop

Don't panic, don't stop

The rest of our lives


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