HTC: Brand is more important than hardware parameters
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At the launch of the HTC One Fashion Edition in cooperation with China Unicom, Zhang Jialin, President and CFO of HTC Global Sales, said in an exclusive interview with Sina Technology that as the configuration of mobile phones becomes more and more consistent, the brand and experience of mobile phones will become more and more important, because even for 4G mobile phones, the lower the price, the better. What is important is the experience. Previously, HTC and China Unicom held a grand launch of the HTC One Fashion Edition. The HTC One Fashion Edition is a mid-range phone with high configuration. Its biggest feature is that it is priced at 2,799 yuan, and the price of the Unicom contract package is only 2,999 yuan. This price has attracted a lot of attention to the HTC One Fashion Edition. As for why they joined hands with Unicom to launch the HTC One Fashion Edition, Zhang Jialin, President and CFO of HTC Global Sales, said that the relationship between HTC and Unicom has always been very good. This year, the two sides have cooperated on many mobile phones such as the 8 series and the Fashion Edition. The HTC One Fashion Edition is represented by Unicom Huasheng, a wholly-owned terminal subsidiary of China Unicom, in the Unicom system. As for why the HTC One Fashion Edition was launched, Zhang Jialin said that when designing this phone, HTC's appeal was that it must have a flagship style and a fashionable design. Therefore, the discussion about the HTC One Fashion Edition is not about the comparison of hardware parameters. In other words, the important thing is that it has many innovative designs, such as intelligent pre-sensing activation, picking up the phone to answer when there is an incoming call, and the combination of a smart display protective leather case, which brings everyone a brand new experience. In addition, the design, the shell of the Fashion Edition adopts a hyperbolic design, which not only makes the appearance fashionable and beautiful, but also has a good one-handed grip. Despite the loss in the first quarter, HTC's performance in recent months is indeed remarkable. With the success of both products and marketing policies, it has achieved a revenue of NT$22.1 billion in April. HTC's flagship phone HTC One (M8) and mid-range model Desire 816, which are the main products of this year, have not only performed quite well in the Taiwan market, but also achieved a pre-sale of over one million units after these two products were launched in the mainland market. Regarding the current strategy, Zhang Jialin said that HTC smartphones are based on the stable high-end market, that is, to continue to consolidate and maintain the position in the high-end mobile phone market; at the same time, HTC hopes to recover its position in the mid-range market starting this year, and may also participate in the entry-level mobile phone market; and HTC will release a flagship phone every year, which is equivalent to the classic model of LV. HTC basically does not promote thousand-yuan phones. As for how to view thousand-yuan phones, Zhang Jialin believes that now thousand-yuan phones are competing for camera pixels, number of cores, screen size and other hardware. HTC believes that there are other factors for thousand-yuan phones, such as design and brand fashion elements. For example, as a mobile phone of more than 2,000 yuan, the HTC One Fashion Edition is independent of the design style represented by the iPhone. The back hyperbolic design, the colorful shell is also different from the candy color that is too cheap nowadays, and has a better texture. The camera function also enhances the beauty and wide-angle effect of selfies to cater to young users. Regarding 4G mobile phones, Zhang Jialin said, "We believe that 4G mobile phones also need a good experience, not just 4G functions. Now many people hope that the price of 4G mobile phones will be as low as possible, which may lose the experience. This is not the direction of HTC." As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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