The transformation of Huawei's mobile phone is a success, what signals does the voice of dreams transmit?

According to ZDC and China Mobile published research data show that the mobile phone market started in 2016 is facing an incremental change in the market trend, which is dominated by the young user group of experience, services, entertainment and other elements of the smart phone is a new label, some mobile phone brands to launch a special target for the young user groups of new brands. In this camp, in addition to the Nova series, Huawei mobile phones have also won the new young user market through the exclusive title of "Dream Voice", which has become the most powerful mobile phone brand in the entire communication field of the transition Young user group. In this regard, some media and critics believe that in the upcoming 2017-year competitive market, the young user group or will become Huawei's new strategic objectives.

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Although Huawei officials have not responded to this view, but from the already Lianbo 12 issue of the exclusive title of the "Dream of The Voice" program, this possibility of becoming a reality is increasing, especially this program transmission of the Huawei Mobile phone transition of the younger camp signs, is increasingly clearly revealed Huawei's next goal.

Brand rejuvenation, Huawei mobile phone exclusive title "Dream Voice"

"Dream Voice" is a large-scale music interactive dream program made by Zhejiang Satellite TV, is a music-oriented singer and star mentor with the exchange of the platform, in the participation of people and influence, this program in addition to ordinary amateur singers to provide talent display platform, but also invited JJ Lin, Plume Spring,-Mei, Xiaojingteng, 田馥甄 and other famous artists to participate in the exchange of mentors. Such factors as the orientation of the participants and the program itself, the influence of the platform of the program, etc., make the program itself has not yet begun to show a full, especially the subversive mode of adaptation is to let the audience enjoy an audio-visual feast.

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In contrast to the exciting content of the program is also cleverly integrated into the Huawei mobile phone sub-series of the Beautiful show, and other marketing model, Huawei Nova in this program is the "amateur singer Dream booster" way to play, and thus is the amateur singer open " The key to the dream door. According to the actual content of the program, HUAWEI Nova's other way of showing in this program is also reflected in the instructor through its control of the robotic arm to set up the "God Bridge", to achieve the best value to help the amateur singer's dream.

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HUAWEI Nova and the good integration of this program through the external broadcast, most users of this mode of cooperation to give a positive evaluation attitude, "dream voice" not only stable in the Friday night Gold file viewing champion throne, and the entire Network broadcast volume exceeded 4 billion, laid the audience to Huawei Nova and " The voice of the Dream "Cooperation of appreciation attitude." Among them, the total amount of Iqiyi video play 750 million, the total number of seconds beat 1.3 billion, the total amount of QQ music to break 1.5 billion, and the program songs on the peak of QQ music popularity list first, Baidu search total broken 15 million, micro-blog Topic # Dream Voice # accounted for more than a few times the total list first. Many industry data, multi-dimensional reflect the audience of Huawei Nova and this program cooperation recognition.

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What are the new signals from Huawei that the voice of Dreams conveys?

From the statistics of social media, Huawei Nova has a very good network effect with the voice of Dreams, and for both, this cooperation is undoubtedly positive: on the one hand, the voice of Dreams has achieved higher and hotter network communication effects with HUAWEI Nova, To achieve better user coverage, on the other hand, Huawei Nova also demonstrated through the voice of dreams that the company's mobile phones have been more engaging, integrating and working with young consumers, which is of great value to Huawei's future rejuvenation strategy.

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Huawei has a very stringent experience in product development, and in the refinement of its product experience, Huawei mobile phones are able to provide a more detailed and comprehensive understanding of the needs of young users through the exclusive title of The Voice of Dreams, which in turn can help Huawei's mobile phones bring more market-specific experience advantages to the products. Although the first look at Huawei mobile phone exclusive title "Dream Voice" is only a common business behavior, but this cooperation revealed that Huawei's experience of the young user group is the first impression that this program conveys to the outside world.

In addition, the introduction of transformational solutions for the young user community is the second signal of the exclusive title "Dream Voice" of the Huawei mobile phone. In this program, HUAWEI Nova's own young, stylish product positioning coincides with the young user community of the program itself, making them fully integrated in user coverage, which is the value of their collaboration. As a result, the program conveys the new direction of the company's younger mobile strategy and the transformation of its young user base, which is the second signal the program conveys.

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Thirdly, the diversified features of Huawei's marketing, which the program has collaborated with Huawei Nova, have also become another signal for their cooperation. In today's smart phone market, Huawei has excellent technology research and development strength and patent accumulation, and now through the Huawei Nova and "Dream Voice" in the way of cooperation, but also indirectly enhance and optimize Huawei in the entertainment marketing and other areas of strength. For consumers, this means that the future of Huawei mobile phones will become a multi-dimensional aspect of products, services, marketing, channels and so on to form a comprehensive service for young consumers, which undoubtedly means a more complete experience for consumers.

In addition to these, Huawei Nova and "dream Voice" cooperation will also be reflected in other aspects, but from the current broadcast of the "Dream Voice" program content, the current use of "dream voice" to transform the younger user group strategy has been initially affected, This will be positive for Huawei in the 2017 years to fully develop the market for the young user community.

2017 mobile phone market, how many opportunities are there for the rejuvenation strategy of Huawei mobile phone?

Huawei Nova and the "Dream Voice" of the perfect closing cooperation, successfully laid the Huawei mobile phone in the transformation of the Young User group competition opportunities, but also means that Huawei's 2017 market development, to a certain extent, will usher in a more clear younger market development opportunities.

This is because the 2017 mobile phone market competition will become more clear and rational competition.

ZDC and China Mobile previously released data that has been shown that smartphones in the early competition hardware configuration, the value of the savage era, is now ushered in a new era of group segmentation, young users as the backbone of the smart phone factor, is the main force of this stage of the crowd. Huawei's mobile phones, as a leading brand in research and development, products and channels, naturally have a more competitive edge. The exclusive title of the "Dream Voice" program has enhanced the marketing advantages of Huawei's mobile phones in the young user community, which will make Huawei's mobile phones more competitive in terms of products, research and development, and channels.

This trend of the young user group competitiveness, is the other handset manufacturers can not match the key.

From this point of view, Huawei Mobile phone in 2017 to rob the young user group mobile phone market, the opportunity has come.

Finish

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The transformation of Huawei's mobile phone is a success, what signals does the voice of dreams transmit?