Smart phone low-priced into the tide, why vivo high-end?

2015-2016 is a radical year for smartphones, countless smartphone brands are vying for shipments to rank, at the expense of profits and user experience at the cost of offering hundred yuan machine to the big flag of the way the blood market. In this trend, prices have become the only driver, some of the original sentiment and craftsman spirit of the smart phone brand chose to protect the quality of the price of the strategy, and some lack of core competitive strength of the manufacturers have opted to interrupt the replacement of the low-end product line ... However, in this home-made mobile phone tends to low-price trend of the camp, another local brand vivo but the way, it not only did not follow the low price trend instead of a series of high-end products, with curved surface, system light, multi-dimensional marketing features to the high-end market challenges.

Although Vivo has superior brand awareness and superior product advantages, it is an incredible decision for many people to launch a high-end challenge strategy when the industry tends to be depressed.

What causes vivo heart to read high-end and has been "stubborn" do not give up?

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Smart phones meet incremental market, high-end products into a watershed

According to the statistics released by ZDC, January 2016 to June a total of 112 brands a total of 238 smartphones listed, of which 2000 Yuan + market price of smart phone products has become a new focus for users, some pricing between 3000- More than 4000 yuan and more than 4000 of mobile phone products in the number of marketing has seen a significant increase in the phenomenon. From the results of data statistics, the current focus of the smartphone market is from the low-end price range to the middle and high-end, and most consumers of the demand for experience is gradually beyond the price of mind.

This obvious phenomenon is that, through the fierce competition in the wild era, the smartphone market is now ushered in a high-end product-centric incremental market development stage.

The advent of this phenomenon also means that the iphone and Samsung and other foreign brands firmly controlled by the high-end market will also usher in the ice-breaking phenomenon, especially in the black technology, hardware innovation, system optimization and other local brands are increasingly sophisticated, this phenomenon will mean a new market opportunities. The aforementioned vivo in 2016, in addition to revealing that smartphones are about to usher in a watershed phase with high-end products, is a complete demonstration of the reasons and ways in which the vivo challenges high-end.

Vivo high-end, what are the opportunities?

After several years of development of the smartphone market, it is now ushering in a comprehensive gap competition stage.

According to China Mobile's recently released Terminal Big data show, at present, vivo in user loyalty to 33% of the ratio of Samsung, Huawei and other manufacturers to obtain the most "loyalty" in addition to Apple brand title; In the market focus, ZDC's research report also showed that Vivo was the first in the Chinese market with only the second grade after Huawei. In particular, it is important to note that vivo into the list of product unit price, almost all of the price range of more than 2000+, which and other hundred-dollar machine to pursue sales of mobile phone brands have an essential difference.

If from the perspective of the analysis of success reasons, it is not difficult to see that vivo achieved these results, almost all from the vivo in the product, quality and innovation, such as multi-dimensional field of comprehensive factors.

The stringent requirements for the product are the first element of the Vivo challenge to the high-end market, a glimpse of the vivo of research and development-in-house, Vivo has a "mobile reliability test Lab" for testing, simulating and testing the quality of mobile phones. It is understood that every mobile phone in the official factory before the completion of the bending, extreme temperature and humidity environmental testing, drop testing, USB side push, water test, key life test, fingerprint button tolerance and other procedures, only in all tests are higher than the normal industry level, the machine can be brought to market. These stringent standard processes fundamentally guarantee the durability and quality of the Vivo mobile phone.

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Vivo Reliability Laboratory mobile phone bending test

And based on the quality of "black technology" exploration, to a certain extent, has become the vivo competitive high-end field of Touchstone.

For example, in the research and development of X7, in order to ensure the self-developed moonlight soft light in the shooting without losing the premise of "true" to achieve "beauty" effect, Vivo selected and the United States ArcSoft Company cooperation algorithm optimization method; Before the market quality control, Vivo to the X7 machine test almost consumes 30,000 people working hours ... In addition, the hardware performance, software experience and other aspects of Vivo also created a new record.

Xplay5, the world's first smartphone with 6GB RAM, features a dual-curved screen that delivers both performance and beauty, while X7 and X9 's soft selfies (X9 is double-shot with soft light) allow Vivo to have a new label image "photographed" outside of the music, The later release of the Xplay6 with more outstanding Couting and professional double-shot to complete the ultimate experience of the advanced. In the process of cashing in on the user's needs and experiences through the product, Vivo is stepping out of the way of the development of native smartphones with products and technologies, and finally stepping up the ladder of high-end development.

And this stage of the process of marketing and channel network and other advantages, also claiming to vivo challenge the main pillar of high-end.

High-end route into mobile phone watershed is inevitable

After experiencing the early pioneer and mid-term performance competition phase, the smartphone is bound to usher in an era of user experience and service as the center.

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In this era, experience and service awards become the most competitive of mobile phone manufacturers, and consumers in this phase of the process of experience and service value, will also affect the smart phone in the rise to new heights. In this push-through relationship, handset makers are making better quality products for consumers by perfecting and optimizing their experiences and services, and consumers are paying for a more superior experience, which is the perfect choice for smartphones to leapfrog the current stage across to high-end routes.

In the case of excess performance and price no longer competitive, the high-end model is a trend that every smartphone must face.

and vivo and other manufacturers at present through the product layout of the high-end market thinking, to a certain extent implies the future of visible space, in this increasingly obvious industry trends, vivo high-end line of action will be at ease. Even in the not-too-distant future, more and more smartphones are starting to see high-end routes as a watershed in their next stage of development, which is beyond doubt.

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The low price of smart phones into the tide, why vivo high-end?