The arduous transformation of Huawei mobile phones from low-end to high-end
The development of Huawei's mobile phones has been full of ups and downs, from the initial operator's customized machine to the rise of its own brand, and now to become the world's leading mobile phone brand. Looking back at the history of Huawei's mobile phones, we can find that its success is not accidental, but due to the foresight and execution of Huawei's management.
Initially, when Huawei entered the mobile phone industry, it only provided customized phones for operators, which belonged to the B2B model. Under this model, Huawei only needs to produce mobile phones according to the requirements of operators, without the need to conduct market research and marketing by itself, and the cost is relatively low. But at the same time, it also means that Huawei lacks the right to define and price the phones it launches.
The turning point occurred in 2010, when Huawei decided to abandon the low-end customization business and take the mid-to-high-end route of its own brand. This is a difficult decision, because Huawei is facing an all-round transformation in terms of products, channels, and marketing as it shifts from B2B to B2C.
To achieve this transformation, Huawei has adopted a gradual approach. In 2011, an independent terminal company was established to focus on the mobile phone business. Then in 2012, it launched its first high-end flagship P1 under its own brand, marking Huawei's official entry into the high-end mobile phone market.
At the product level, Huawei has gradually created the characteristic DNA of the P series main image and the Mate series large-screen long voyage, so that the flagship model has a distinctive personality. Huawei has also launched an internet mobile phone brand, Honor, targeting the younger market. Through the dual-brand strategy, Huawei has achieved comprehensive coverage of the high- and low-end markets.
In terms of channel development, Huawei has vigorously developed online and offline brand retail channels to improve consumers' purchase experience. By the end of 2014, Huawei had established 630 brand stores around the world.
In terms of marketing strategy, Huawei has borrowed some practices from Xiaomi, such as online community operation and campus market, but has also innovated its own marketing concepts according to local conditions, such as "Be brave and be yourself" and "Stupid birds fly first".
Through the synergy of products, channels, and marketing, Huawei's mobile phone shipments and revenue have been rising. By 2015, Huawei's global shipments of mobile phones exceeded 100 million units, with sales revenue of US$12.2 billion, making it the first domestic brand to enter the 100 million and 10 billion dollar clubs.
The PURA 70 series is a multi-dimensional innovation that leads the mobile phone experience upgrade
As a new upgrade of Huawei's P series, the Pura 70 series has undergone drastic innovations in multiple dimensions such as design language, imaging system, and hardware configuration, aiming to bring users an unprecedented excellent experience.
The design language is innovative to create a visual impact
The most striking design feature of the Pura 70 series is the triangular camera module design. This design subverts the industry's perception of round or square camera modules for many years, giving people an avant-garde and cutting-edge visual impact.
The triangular camera module was inspired by Huawei's product design team's research on nature's "golden rectangle". They found that the triangle not only has elegant lines, but also maximizes the use of space, making it an efficient and aesthetic design form.
In addition to the camera module, the overall design of the Pura 70 series also implements the concept of simplicity and atmosphere. The curved glass body is used for an outstanding feel, the middle frame is made of metal integral molding process, which is sturdy and durable, and the back of the fuselage is made of ceramic texture technology, which is delicate and generous.
The imaging strength has been comprehensively upgraded, opening a new era of mobile phone imaging
Imaging capabilities have always been a core competency of Huawei's mobile phones, and the Pura 70 series continues to work in this area with a number of industry-leading innovations.
The main camera's outsole has been upgraded. Powered by Sony's latest-generation IMX989 sensor, the Pura 70 Pro measures up to 1 inch and is currently the largest main camera in an Android flagship. The large bottom and F1.4 large aperture will greatly improve the imaging quality of the phone in low-light environments.
Innovative design of the telephoto lens. The Pura 70 Ultra features a retractable telephoto lens that enables 10x optical zoom, far exceeding the industry average. This design not only greatly increases the optical zoom factor, but also saves space by storing the lens in the body when not in use.
It is the blessing of super night vision technology. The Pura 70 series is equipped with Huawei's self-developed XD Fusion Max super night vision engine, which greatly improves the brightness and detail of night shooting through multi-frame fusion and AI computing technologies.
In addition to hardware, the Pura 70 series also has breakthroughs in image algorithms, such as the XD Portrait Engine for high-precision portrait segmentation, and the XD Video Engine for intelligent noise reduction and image stabilization.
Open a new era of mobile phone innovation and lead the industry forward
Through the Pura 70 series, we can see Huawei's unremitting pursuit of mobile phone innovation. Whether it is the design concept, image strength, or the overall hardware level, this series of products has reached a new height.
The name of the Pura series originates from Huawei's pursuit of "purity" and "beauty". Pure is the persistence of the essence of scientific and technological innovation, and beauty is the great importance of product appearance and user experience. The combination of these two is at the heart of the Pura collection.
In terms of design, the Pura 70 series breaks the industry's inherent thinking and boldly tries the design of the triangular camera module. The design is not only visually striking, but also an efficient use of space. The integrated metal middle frame and ceramic texture body of the whole machine demonstrate the ultimate pursuit of craftsmanship and feel.
Imaging has always been Huawei's core competitiveness. The Pura 70 series is unrelenting in this regard, whether it is the upgrade of the main camera's outsole, the innovative design of the telephoto lens, or multiple breakthroughs at the algorithm level, all of which have brought the mobile phone's imaging strength to a new level.
In terms of hardware configuration, the Pura 70 series is also powerful. Qualcomm's latest flagship processor, large-capacity battery, 66W wired fast charging, etc., all demonstrate the importance of performance and aviation.
In addition to imaging and hardware capabilities, the Pura 70 series also introduces a number of innovative features, such as satellite communication, intelligent voice assistant, etc., which will undoubtedly further enhance the user's mobile phone experience.
The Pura 70 series is a groundbreaking product that not only demonstrates Huawei's extraordinary strength in mobile phone innovation, but also points the way forward for the entire industry. As a technology company, Huawei has always adhered to the concept of innovation and used practical actions to promote the development of the industry.