Shulou(Shulou.com)06/02 Report--

2020 is full of expectations "5G landing first year," each major manufacturer's fancy conference naturally played a weathervane role.

Not long ago, Samsung fired the first shot of this year's 5G new product. Xiaomi followed suit and launched a second shot online. Observing these two events in the same time coordinate system, both high-end camps continue to play the role of "leading party," such as the combination of 5G and folding screen. At the same time, some manufacturers 'determination to jump up and touch the high-end is becoming more and more obvious. Xiaomi's attempt to touch the "4000 yuan gear" with "stacking" is not surprising.

Unexpected is the result. Get Xiaomi 10's first batch of die-hard powder, quickly sent out quality control rollover, black screen, photo effect is not as good as ppt feedback.

More surprising than the rollover of the flagship product of the "high-end first war" is the gaffe of Xiaomi executives. In addition to the usual "social media punch," users who say product problems are collectively characterized as "tsunami"(Xiaomi's derogatory term for Huawei users). When selling machines, let people "live for fever," ask questions and denounce them as "black powder." To be honest, I feel sorry for the first batch of Xiaomi 10 users. Isn't it fragrant to buy some ribs with this money? The products and executives have been "disqualified" one after another, which also makes us sweat for Xiaomi's desire to use 5G to impact the high-end again.

Why is 5G "out of the way is the peak," and how should brands let users pay? It is better for everyone who is closed at home to put down the cake cold skin fried chicken leg in their hands and re-understand the 5G market through three key words with us.

Firm 5G: What to fry you with, my "flesh and blood"

Today, if there is one word to describe the relationship between people and smartphones, it is probably_flesh and blood.

This sincere emotion is the basic disk that many mobile phone manufacturers bet on 5G.

According to the 2019 Terminal Insight Report, the awareness rate of Chinese consumers for 5G mobile phones is as high as 92.4%, the number of subscribers of 5G packages exceeds 3 million, and the number of base stations has also achieved the development target of 130,000. At present, the demand for replacement is still strong, after all, everyone is at home, old mobile phones are estimated to be bald skin.

But who can successfully thaw the temporarily frozen market, first of all we have to re-understand the smartphone this dish of ingredients.

What is certain is that as long as the core "bone" of 5G is real, the flagship machine bearing the "proofing mission" is destined to be cheap.

First, of course, is the cost effect. The price of 5G core components in the supply chain is not low, and it is still rising constantly, so the pricing of manufacturers naturally has to rise accordingly. For example, Lei Jun admitted at Xiaomi 10's press conference that "Qualcomm 865 plus X55 baseband module is five or six hundred yuan more expensive than last year's 855."

This means that high-end is no longer just synonymous with "selling kidneys" and "IQ testing machines," but with all mobile phone brands interested in 5G.

So, how to impress the group standing at the peak of this mobile phone market and achieve logical self-consistency in the market segment? The answer is branding.

In the high-end market, people are often used to being cared for, motivated, and seduced. They not only have a large wallet, but also no arrears of resistance and rationality. In the face of subtle advertisements and explosive words, their minds will still turn_I can buy, but please convince me with reasonable reasons.

After all, 4G has met the daily needs of most users for most scenarios to some extent, so the first wave of "exploration flagship" delivered to the market must create a high-end brand effect, in order to attract pyramid tip groups to generate the desire to change machines, and then shock and sink to the external market. This means that each family must come up with its own "skills" to build its own differentiation in the top supply chain and configuration. This is also why the failure of Xiaomi brand building is more fatal than the collapse of the product, because it is difficult for the top ethnic group to deliver a precious trust.

Consumers will look at products above 4000 in a more savvy, robust and rational way. "High-end" this bamboo stick, must string up a differentiated fruit.

Leading 5G: The search for time-tested sashimi

5G"out of the road is the peak," each mobile phone manufacturer wants to pick this high mountain flower, naturally also has different climbing path.

But what is certain is that whether Huawei, Apple, Samsung such as "high-end nail households," or glory, OV, Xiaomi such upward climbing seed players, all need to produce a time-tested "sashimi."

The so-called "sashimi theory" falls to the product level to make time difference. When you catch high-end fish on your first day, you can get a good price in a first-class restaurant. If you wait until the next day to sell it, you can only sell it to a second-rate restaurant for half the price. On the third day, you'll get a quarter of the price, and so on. And eventually became "dried fillets." Therefore, before bringing a hot product to market, it is necessary to turn the product into "sashimi" so that it can sell at a high price.

Samsung Electronics also surpassed Sony with this strategy, so how to ensure that new products are faster and better than competitors in the 5G field? The "futures" drama code of digital crushing on PPT is naturally not enough. The key lies in who can occupy the strategic highland in the technology matrix.

Take the chip at the top of the 5G industry as an example. As early as 2019, Huawei built the first 5G folding screen mobile phone, and Glory V30 won the sales champion of 5G mobile phone at the price of 3000-5000 yuan. One of the reasons is that Huawei actively embraces 5G SOC chips.

We know that 5G has higher performance requirements for chip and baseband collaboration than 4G. Therefore, SoC solutions integrating 5G baseband have lower power consumption and faster data transmission rate, which has become a recognized development direction in the industry, which is the first bastion to ensure that products become the freshest "sashimi."

At present, Huawei, which took the lead in releasing the integrated 5G SoC chip Kirin 990 5G, has indeed achieved a one-and-a-half-year lead compared with Qualcomm Snapdragon 865 flagship 5G chip launched on December 3 and continuing to adopt the plug-in chip scheme.

The most direct manifestation is that the Glory V30, which is lower than the Xiaomi 10 starting line, was released earlier, resulting in better 5G performance.

After Xiaomi 10 was released, some netizens found that the 5G connection was unstable. In the same network environment, Glory V30 maintained a stable connection state, but Xiaomi 10 connected to the 5G network could not access the Internet and frequently jumped to the 4G network. On the most iconic communication speed of 5G, after micro blog digital talent test, download king glory game at the same time, glory V30 PRO download time 43 seconds, installation time 21 seconds; Xiaomi 10 download time 65 seconds, installation time 28 seconds, the gap between performance is amazing.

This also triggered a Xiaomi executive "grumpy public relations," but for consumers, the 4000 yuan product itself should guarantee no basic bugs.

On the other hand, the 5G module is not simply integrated into the chip, and how the communication baseband module, CPU and GPU work together will increase the technical threshold and investment. But the time difference is also obtained from such a difficult bone.

The A76 architecture of Kirin 990 5G is matched with 7nm EUV process. Huawei has invested more than US $600 million in R & D for this purpose. In order to pursue deep customization at chip level, the new flagship VIVO has sent more than 5000 engineers to Samsung in turn, and the R & D time is as long as ten months. However, Xiaomi, which still sticks to Qualcomm Xiaolong camp, has shown the courage and persistence of "taking it to the end."

The most delicious "sashimi" delivered to high-end users is the basic cultivation of a high-end brand. I hope Xiaomi can understand it.

Prosperous 5G: The soil that nourishes "rice"

Some people may say that although sashimi is good, it doesn't matter if you are full. Although the breakthrough of top-notch technology was fragrant, the crushing of basic equipment was also necessary.

However, for high-end brands, to the flagship level, all "do not worry about food and clothing," basically there will be configuration overflow phenomenon, the pursuit of enjoyment on the tip of the tongue is due meaning, rather than noodles, rice into a "staple food platter" to users. How to create their own problems on the basis of the same carbohydrates also tested the chef's aesthetics and strength. To paraphrase an old saying, that is,"orange born in Huainan is orange, born in Huaibei is orange."

Landing on 5G products, the photography ability of "you have everything I have" can be more intuitively displayed.

We know that Xiaomi likes to play "digital games" most when it comes to high-end breakouts, such as Xiaomi 10's reappearance of "100 million pixels."

In the press conference, Xiaomi 10 took out DXO first report card, according to international practice, this score will soon be surpassed by friends back, press here not table. When watching the conference, we are very curious, millet 10 main megapixel camera and millet CC9 Pro configuration is basically the same, the latter's impact performance has been confirmed as glory V30 Pro, how to suddenly go on millet 10?

Later, it was hit in the face. The scores of DxOMark clearly showed that Xiaomi 10 Pro was one point higher than Glory V30 PRO. The main contribution of this point came from telephoto and wide angle, which had little to do with the main shooting of "100 million pixels."

On the sensor solution that determines the imaging quality, the image solution of Glory V30 Pro is to adopt IMX600 RYYB ultra-sensitive camera, while the Samsung four-in-one HMX sensor adopted by Xiaomi is not only lower in cost, but also poor in sensitivity. This is also why Xiaomi 10's desperate "stacking" has only achieved "only one point" of "transcendence" in the face of the glory products released a few months ago.

Of course, the temporary gain and loss of the product and success or failure are only "results," we should pay more attention to the achievement of this outcome "cause."

In the transition challenge of the high-end market, it is also very interesting how Glory and Xiaomi have formed two "stereotypes" of "technology-driven innovation" and "stack-driven price increase."

Thomas Talham, an American cultural psychologist, once put forward the "rice theory." He believed that different farming cultures formed cultural differences between the north and the south. Southerners in rice areas were more collectivist, while northerners in wheat areas were more individualistic, which may reflect the influence mechanism brought by brand culture to some extent.

So, how is "millet" planted?

We know that the core of Xiaomi's start-up is "extreme cost performance," which lays the foundation for Xiaomi's user scale, but also determines the upper limit of profit margin and upgrade space. According to Xiaomi's brand "tuning" logic, the most loyal Xiaomi users should be the most understand "cost performance," how do they face Xiaomi 10 compared to Xiaomi 9 nearly a thousand yuan floating? How to face the glory V30 PRO with stronger performance and better price? It is really a difficult question of "spear and shield" whether to adhere to the "Xiaomi spirit" or "Xiaomi's low cost performance products."

The core of Xiaomi's product power is to use scale effect to force the supply chain to lower profits for its "support." So this way of not leaving space for industry chain partners determines that Xiaomi can only "take" those mature solutions, either with "time for price reduction," get a "monkey" nickname; Either pre-emptive, by tearing fork, people play a wave of "impulse buy," unfortunately in the face of 5G period 4000+ gear, again fanatical fans will probably think twice in front of the wallet. At this thought, it may well become HOV"True Xiangdi" or "Tangled Party" that my mother won't let me buy.

On the contrary, the continuous outbreak of 5G benchmark V30 series has made Glory win the market of 3000-5000 yuan in the time window from its release to now. The trident held by Glory is, first, the differentiated "product force" led by self-research technology created by "sharp technology", which completes technological innovation and leadership through collaboration with industry landing; Second, the efficiency of dialogue among young groups continues to be released, winning the new cutting-edge high-end segment, and the user group has the ability to continue to break through to the high-end flagship gear. Third, based on the first-mover advantage of Huawei technology system, Kirin 990 5G SoC chip, artificial intelligence system and other software and hardware will be quickly put on stable products.

In other words, millet and glory, both growing towards 5G, have completely different soil and climate conditions, and trigger the brand siphon effect of user groups because of different farming methods.

In the end, this meal named 5G gluttonous feast, after all will eat the enjoyment on the tip of the tongue, or malnutrition, each manufacturer has a different understanding, but also test its accumulation and overall view, finally consumers will give the answer.

However, the "reverse growth" of glory and the "pseudo-high-end" of Xiaomi are also conveying an attitude to us, that is,"spring planting, autumn harvest and winter storage." Every harvest of products, users and businesses is accompanied by a reverence for the laws of nature and a hope of exploration.

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