At 10:08 on April 18, Huawei Pura 70 Ultra and Huawei Pura 70 Pro Pioneer went on sale, and in less than a minute, they were sold out online. Offline, there are also long queues in Huawei's stores, and the Huawei Pura 70 series has triggered a rush of consumers to buy, which can be said to be hard to find.
The Huawei Pura 70 series was on sale immediately, showing strong potential.
The reason why Huawei chose to launch the "HUAWEI Pura 70 Series Pioneer Program" on this day is that 12 years ago, on April 18, the HUAWEI Ascend P1 was officially launched. In other words, Huawei is paying tribute to the P series with the Pura 70 series, and at the same time opening the new Pura.
So the question is, what has changed and what hasn't changed from the P-series to Pura, and what does it mean for the industry, consumers, and Huawei?
From the P-Series to Pura, what signals are revealed?
From the P-Series to Pura, is it just a name change? The answer is clearly no.
As one of the top ten creative photographers at the China Creative Photography Exhibition, Alexan DENG said that having a four-letter name is definitely a major upgrade for the P series, and with this name, you can put aside the specific model and directly say Huawei Pura mobile phone, "Language is the carrier of thinking, if you can't pronounce the name, you won't be able to think of it." ”
In fact, the P series is just a series code for a product, and Pura is the brand, and it is obviously a huge leap from product to brand.
In the author's opinion, this leap is a natural one, because Pura carries the 12 years of development of the P series in terms of technological aesthetics and smart photography.
HUAWEI P series is a very special existence, it represents Huawei's aesthetic highland, and also carries a lot of Huawei's thinking about brand, aesthetics and design. From the metal carving texture of the P9, to the metal diamond carving process of the P10, to the Aurora gradient design of the P20, the sky realm color of the P30, and the Nano Microcrystalline Ceramics of the P40, the Vientiane Double Ring Design of the P50, and the Rococo White of the P60, the Huawei P series continues to lead the new trend of technological aesthetics.
The development history of Huawei P series is also a history of the development of mobile imaging. The P9's dual-camera fusion, the P10's portrait photography, the P20's AI photography and super night scenes, the P30's periscope telephoto, the P40's 100x binocular zoom, the P50's primary color dual image unit, and the P60's super-focused night vision telephoto all lead the development trajectory of moving images.
Therefore, it is the unswerving innovation in technological aesthetics and mobile imaging in the past 12 years that has laid a solid foundation for Huawei Pura, and also made the upgrade of products to brands logical.
The launch of Huawei Pura marks Huawei's determination to turn technology leadership into brand leadership. As Yu Chengdong, Executive Director of Huawei, CEO of Device BG, and Chairman of Intelligent Vehicle Solution BU, said, after upgrading to "Huawei Pura", the series will continue to adhere to the exploration of imaging and aesthetics, and "chase the original intention and forge ahead".
Therefore, from the P series to Pura, what has not changed is the exploration of images and aesthetics ("chasing the original heart"), and what has changed is more "forward-looking", and the P series has become Pura's "butterfly" in 12 years.
HUAWEI Pura's new heights: bold imagination, avant-garde perspective, and original style
"We never stop moving forward, and our boundless imagination has taken the Huawei P series to new heights. The HUAWEI P series has been fully upgraded to HUAWEI Pura, starting again with a new attitude. Explore the unseen beauty with bold imagination, open up new horizons with a pioneering perspective, and lead the fashion trend with original style. In a letter to Huawei users, Huawei Pura is described as follows.
In the Huawei Pura 70 series on sale, all this is vividly reflected. It can be said that the Huawei Pura 70 series is the perfect interpretation and concrete expression of the original style of the Huawei Pura brand.
It is still leading the aesthetics of science and technology, but it is more avant-garde and original. When the lens module design of most mobile phones is not square or round, and the design is the same, the Huawei Pura 70 series breaks the so-called convention, using a unique triangular weather vane design, which is highly recognizable, as its name suggests, it is the vane of industry fashion.
Similarly, the Huawei Pura 70 Pro's light weave check and the Huawei Pura 70 Ultra's starlight pattern design are also eye-catching. If the light weave check reflects the urban modernity, then the star check shows the starlight reverie. They all evolve the aesthetics of mobile phones to a new level of quality and style.
It's still leading the way in moving image, but it's more imaginative. The HUAWEI Pura 70 Ultra's industry-first swivel telescopic lens structure allows the lens to automatically extend when shooting is started through a rotating rail transmission system, so that it can achieve a 1-inch outsole and a large F1.6 aperture in a body space only 8.4mm thick, which is breathtaking.
Equally impressive is the Huawei Pura 70 Ultra's record-breaking snapshots. The super-focused telescopic main camera combined with the XD Motion motion engine enables the Huawei Pura 70 Ultra to achieve ultra-high-speed and lightning shooting. Yu Chengdong debuted the Huawei Pura 70 Pro+ sample, and clearly captured the high-energy moment when the Zhijie S7 was driving at a top speed of 200km/h. Obviously, in comparison, the capture of beautiful moments in our lives is not a problem, whether it is a smash on the court, or a pet's jump, or a child's movements, can be recorded by mobile phones.
In this way, Huawei Pura has achieved a huge leap from technology leadership to brand leadership by "chasing the original heart and forging ahead".
In fact, there are still a lot of interesting details on the Huawei Pura 70 series, highlighting the tonality and differentiation of the Pura brand. In the brand world, there is a consensus that the super symbol is an important breaking point for a brand. The Huawei Pura 70 Ultra's red-circled gold label lens and professional mechanical sound are the finishing touches of the design, which is highly recognizable, and is the super symbol of the Huawei Pura brand.
When users shoot with the HUAWEI Pura 70 Ultra, the exclusive red circle embellished with the lens, the professional mechanical sound during the lens extension, and the XMAGE logo in the image module make every creation have a sense of ceremony, and also make every shot become a connection and interaction between the HUAWEI Pura brand and the user.
Postscript: Changes in the pattern of high-end mobile phones
From Huawei's point of view, the upgrade of the P series to Pura is of great significance.
From the P series to the Pura, it means that this series of moving image and aesthetic design has truly entered the mature stage, which makes it a great weapon for Huawei to enter the high-end market. As a result, Huawei will form a high-end market attack formation of "folding screen mobile phone + Mate/Pura straight board dual flagship".
Moreover, Pura and Mate are very different, Mate is aimed at business users, while Pura, as a good combination of peak image, aesthetic design, and original style, is naturally very attractive to female users and young users. Based on an analysis of male and female consumers who bought iPhones in 2022, CIRP found that 80% of users are under the age of 34, and women account for 55% of the total.
It can be expected that the hot sales of Huawei Pura 70 series will be the clarion call for Huawei to blow the horn to attack Apple, and the direct competition between Huawei and Apple in the high-end market will be more intense, and the high-end market pattern is expected to have a greater reshuffle.
Another noteworthy point is that Huawei's attack on the high-end market is not a single product or a single product, under Huawei's all-scenario smart life strategy, all of Huawei's products are condensed into a powerful ecosystem to fight, and each other has a strong role in promoting each other. For example, many consumers are also actively experiencing the Zhijie S7 after buying the Huawei Pura 70 series, and the Huawei Pura 70 series and the Zhijie S7 are jokingly called "Huawei 7 series beautiful partners" by netizens.
Finally, the author has to sigh that the mobile phone industry is too volatile, and the competition for product homogenization is becoming more and more fierce, and it seems that it is difficult to have a breakthrough or novelty. However, the 12-year development history of Huawei's P series and the hot sales of Huawei's Pura 70 series once again show that the reason why the industry has involution is because of the lack of innovation, and the only way out of involution is innovation, innovation, and innovation.
Just like the Huawei Pura.