Huawei nova 12 is coming: the most upgraded nova phone in the last three years?

As far as Huawei devices are concerned, the Huawei nova 12 series is the most suitable choice to fill the gap of the Mate 60 series and meet the expectations and needs of users in the wider mid-range market.

  Author|Yang Ming

 Edit|Cindy

A highly anticipated year-end creation, which is about to make its official debut.

Recently, news from many aspects of the market said that Huawei's new generation of mid-range flagship, nova 12 series, will be officially released soon. On December 18, Huawei's official terminal Weibo announced that the nova series mobile phones will soon join the pioneer program, and the new phones will be unveiled at Huawei's winter all-scenario conference on December 26. At the same time, a poster of Yi Yang Qianxi holding the nova 12 real machine was announced.

"The nova that young friends are especially looking forward to will have a more fashionable and trendy ID design and a more powerful comprehensive experience. Yu Chengdong, Executive Director of Huawei, CEO of Device BG, and Chairman of Intelligent Vehicle Solution BU, and other Huawei executives have made calls, which has also made the outside world and consumers pay more attention and expectations to the nova 12 series.

Since its launch in 2016, the NOVA series, which is aimed at young people, has been an indispensable product line for Huawei's terminals. According to the current industry leaks and speculations, the nova 12 series will be the most upgraded nova mobile phone in three years. Moreover, it is anchored to not only the young group, but also a blockbuster product that fills and satisfies the gap in the broader mid-range user market outside the high-end market of the Mate 60 series.

01

a wider user base,

Looking forward to the Huawei nova12

At present, a big speculation in the market is whether the nova 12 after joining the "Pioneer Project" will be sold in limited quantities in advance like the Mate 60 series to "test the waters". However, judging from the confirmed news, the new nova series will still be unveiled at the press conference on December 26.

Officially, there is no clear explanation of the "Pioneer Program". For the purpose of launching the "Pioneer Plan", some IT industry analysts have pointed out that only strategic-level products can be joined, playing the role of advance generals or vanguard troops when marching and fighting. Among them, it includes testing market response and user reputation, seizing competitive opportunities and boosting the mobile phone industry.

This is because the "Pioneer Plan" is not only to connect the market, but also to reflect the pursuit of brand culture and innovation. For example, the Huawei Mate 60 RS Extraordinary Master is a new ultra-high-end brand upgrade that combines elegant design and hard technology.

At present, a number of products such as Mate60 Pro, Mate60, Mate60 Pro+, and Mate X5 have passed the "Pioneer Project", which have caused strong repercussions in the market. Even, it has successively driven different increases in concept stocks such as semiconductors, electronics, Beidou and Hongmeng, which has a significant effect on the upstream and downstream industrial chains.

This means that the official announcement of Huawei's nova 12 series to join the "Pioneer Project" can allow nova 12 to bring greater exposure and attention, and quickly get out of the circle in a short period of time. More importantly, it can be used to fill the gap in Huawei's terminal mobile phone market and inject new vitality into it.

At present, the Mate series and P series of Huawei's terminal mobile phone products on sale in the market are mainly high-end product lines - especially at the end of August this year, the Mate 60 series has fully returned, and various versions have been in short supply, fully stimulating the demand for Huawei mobile phones in various price markets.

In November, Huawei's market share in China's smartphone market of more than 4,000 yuan was 22.3%, up 8.8% year-on-year, according to market research agency BCI. At the same time, Huawei is far ahead of the number of new device activations with a year-on-year increase of 75.6% - behind the high growth, the Mate 60 series has contributed a lot. This is still the Mate60 supply chain can not fully meet the market demand.

In recent years, the high-end market is undoubtedly a battleground for various manufacturers, and high-end mobile phones above 4,000 yuan occupy at least half of the new machine releases. But today, there are only Huawei and Apple that can really reflect the competitiveness at a price of 7,000 yuan or even higher.

For Huawei mobile phones, in addition to the strong return to the high-end market with the X5 and Mate60 series, another dimension needs to be filled urgently - that is, the mid-range machine market with a wider range of user groups of 2000 yuan to 4000 yuan, Huawei is still objectively blank at present.

In fact, with the gradual recovery of the consumer economy, the acceleration of the implementation of new technologies such as AI and large models, and the arrival of a new round of economic and technological dual cycles, the recovery signal of the consumer electronics industry is obvious.

Among them, the mid-range machine market will be an important market that cannot be ignored. In the second half of 2023, both mobile phone manufacturers and mobile phone industry chain manufacturers will begin to focus more on the mid-range phone market, and the trend of "involution" of various brands of mobile phones to the mid-range will appear.

As far as Huawei terminals are concerned, to meet the expectations and needs of users in this market, the Huawei nova 12 series is the most suitable choice.

Since 2016, as a light flagship model positioned in the mid-range, each generation of the nova series has a good reputation and is full of cost performance, winning the favor of a large number of young consumers, but also attracting a large number of mid-range users - for example, the nova 5 Pro launched in 2019 has shipped more than 10 million units in China in the past few months, which shows how much a wider user group loves the nova series.

From the above perspective, this lays the foundation for the Huawei nova 12 series to cover a wider user base. According to Huawei's official mall, after opening the pre-order event at 18:08 on December 28, as of the morning of December 22, the number of pre-orders for the nova 12 series exceeded 1.14 million.

02

Is the product strength on par with high-end flagships?

How to meet the diversified needs of thousands of users can only speak with product power.

The biggest expectation of the outside world is whether the Huawei nova 12 series is on par with the high-end flagship as the outside world guesses, and the nova mobile phone with the largest upgrade in three years?

Based on the current news, from the version point of view, it will include four models: nova 12 vitality version, nova 12, nova 12 Pro and nova 12Ultra for different users to choose from.

Previously, in the Huawei nova 12 series warm-up video and poster performed by Yi Yang Qianxi, Yi Yang Qianxi held the new machine, walked forward on the blue carpet, and looked back at the camera, white sequins were like bright stars scattered obliquely on the blue carpet, adding a mysterious and gorgeous atmosphere to the picture.

Coupled with the promotional slogan of "Blue Can't Live", this may mean that Huawei nova 12 series continues to inherit the classic design, while exploring a new blue+ lens design, to pursue the combination of technology and design aesthetics.

In the ID design specifically mentioned by Yu Chengdong,You can see some clues through the poster,Huawei nova 12Series has a newly designed image module,The layout of the lens module is significantly different from that of the previous generation,The two lenses are located at the upper and lower ends of the star ring,Symmetrical layout of flash and sensor under the star ring。

And on 12month21day,Huawei's terminal official micro posted the nova12Three color pictures of the series,They are black、White and blue,From the point of view of details,The material is unified as a plain leather version,With embossing process,"nova"Brand logo covers the entire back shell,Very recognizable。

In terms of configuration, based on the current industry news, the nova12 series will follow the Meta60 comprehensive upgrade rhythm and build a Kirin mid-range 5G chip + Hongmeng system + Kunlun glass + two-way satellite message + super fast charging "Wang fried flagship" combination, compared with the previous nova series, it can be called the most important upgrade in three years.

It is worth mentioning that in addition to the Hongmeng system, Huawei nova 12 Ultra uses a 1.5K resolution OLED dual-hole curved screen, and will also use higher-strength Kunlun glass.

In addition, it is equipped with front and rear cameras, as well as two-way satellite communication. Previously exclusive to the Mate 60 Pro, the two-way satellite communication feature allows information to receive and transmit without the need for coverage.

"The configuration of flagship machines is devolved to mid-range models in batches, which has rarely been seen in the industry before, and Huawei is treating mid-range machines as flagship machines. Some senior mobile phone industry insiders pointed out that Kirin 5G chip, Kunlun glass, satellite communication, ten-stop variable aperture main camera, etc., which originally belonged only to Huawei Mate60 series of technologies, may now be nova 12 series of comprehensive performance, push to a new height.

This means that the Huawei nova 12 series is likely to be the most powerful, elegant, and stylish nova series ever. This is destined to become the focus of the market before the Huawei nova 12 series is released, which further stimulates consumers' expectations for it. Said the above-mentioned person.

03

From Mate 60 to nova 12:

The most important thing is still the experience

Regardless of performance and configuration, what determines the market reputation and trend of the Huawei nova 12 series still depends on the "user experience" after its official launch.

The importance of user experience is undeniable. This is the underlying logic of Huawei's brand value, the product strength and reputation of Huawei's products, and the foundation for users to choose and trust Huawei.

For example, the previous generations of nova products, objectively, the core configuration is not the top in the same price range of products, but the nova series is performing better and better, and by April 2020, the number of global nova users exceeded 145 million, and the nova 7 series 5G mobile phone also won the first place in the national mobile phone single product sales list in the third quarter of that year.

In addition to the distinct user group positioning, the main reason for users to choose it is that each generation of products has been continuously improved in terms of design, thinness, photography, battery life and reliability, etc., and has won the love of the market and users with the best comprehensive experience and excellent quality.

The same goes for the Huawei Mate 60 series, which is in short supply. Some people praise it for its good feel, good texture, silky smoothness, and fast network speed; some people say that the night scene shooting is very beautiful, the signal is stable, and the transmission between multiple devices is efficient and convenient...... But no matter how you "like" the product, it actually revolves around the simple word "experience".

Behind this, Huawei has been focusing on user experience for many years, discovering the diversified needs of consumers through user insights, and developing products that meet or even exceed user needs.

This is not a slogan, but a real strategic core. This has been reflected in the creation of Huawei nova 12 series products.

In the past two years, due to well-known reasons, the new nova series models after 2021 are only available in 4G versions, and many nova users have been waiting for a nova phone with 5G network to experience it as soon as possible.

Two years later, Huawei's nova 12 series is expected to make up for 5G regrets through self-development.

This is just one aspect of the user experience upgrade. Combined with the existing leaked information, Huawei nova 12 series has made "hard work" in terms of appearance, design, and image experience:

It is not only a trend-setting new color, a design that integrates technology and aesthetics, and the image capabilities of dual high-definition before and after are worth looking forward to, plus the decentralization of many other high-end flagships"Black technology", such as the Hongmeng system brings full-scene intelligence, smart communication, super fast charging, Kunlun glass, etc.

This is also the reason why the industry expects that the Huawei nova 12 series will set off a wave of consumption in the mid-range market and offline markets, and may even be more popular than the Mate 60.

After all, the Huawei nova 12 has a much lower entry threshold than the Mate 60 series, and for many users who want to experience new technologies such as the HarmonyOS system and satellite communications, the Huawei nova 12 series is undoubtedly the best choice.

04

Observe:

Huawei terminals are delivering on their promises

From the perspective of the market environment, Huawei nova 12 series has become the biggest variable in the current mid-range machine market pattern.

Based on the current news, the outside world also has high hopes for the market performance of Huawei's nova 12 series: with the continuous ramp-up of supply chain capacity, its delivery capacity will undoubtedly exceed that of the Mate 60 series.

Previously, some industry insiders broke the news on Weibo that the stock of Huawei nova 12 series far exceeded that of the Mate 60 series. Although this has not been officially confirmed by Huawei terminals, it is not difficult to imagine the huge impact on the market at the same price.

It cannot be ignored that the Huawei nova 12 series is not only to fill the blank market that the Mate 60 cannot cover, but also has important and special significance for the development of Huawei terminals.

Entering 2023, Huawei executives have emphasized on several occasions that Huawei phones are "about to return". "Huawei has overcome many difficulties in the past few years, and with the stabilization of various supplies, the rhythm of Huawei's product releases has finally returned to normal. As early as this spring, He Gang, COO of Huawei terminal BG, said in an interview.

There is no need to elaborate on the importance of the normal return of new Huawei terminal mobile phones. Since then, throughout 2023, Huawei's terminal mobile phone business has been working towards its goal - at the end of August this year, the Mate 60 series arrived as scheduled, and now it is about to usher in the debut of the Huawei nova 12 series, fulfilling the promise made at the beginning of the year as scheduled.

If the Mate 60 series represents Huawei's return in the high-end market, then the nova 12 series represents the full return of all of Huawei's mobile phone business lines.

You must know that as the core product series of Huawei's mobile phones, whether it was at the peak of 2019 or in the past two years, the nova series is an important support for the overall sales of Huawei's mobile phone business. In particular, in 2021 and 2022, the nova series will only release one new generation of new phones every year, but its sales volume has surpassed that of the Mate+P series, standing in the C position and full of resilience.

Looking ahead, from the perspective of the overall environment, it is not only Huawei's mobile phone business line that is returning, but also the entire consumer electronics industry, especially the gradual recovery of the mobile phone industry chain. All these make the industry judge that Huawei's terminals are entering a new rising stage, and the future is promising.