Huawei's light flagship nova targets young and active consumers by achieving its 100 million units target ahead of schedule

As the popularity of smartphones in China receded, smartphone sales began to show negative growth. A large number of small and medium-sized manufacturers who tried to take advantage of the trend went bankrupt, and a number of large manufacturers were forced to lower their sales and profit targets for 2016. China's smartphone market has officially become a recognized red ocean.

However, among the wailing smartphone manufacturers, there is one company that has risen against the trend and has continued to gain ground in the nearly saturated market. The several product lines it has launched for different target users have been well received by users. This company is the pride of the Chinese people - Huawei.

On October 14, Huawei Nova China launch conference was held in Chengdu. At the conference, Huawei announced that Huawei Nova, which is aimed at young people, was officially launched in China. At the scene, He Gang, President of Huawei Consumer Business Mobile Phone Product Line, announced that the 100 millionth mobile phone of Huawei in 2016 rolled off the production line that morning, breaking the 100 million mark ahead of schedule compared with 2015.

Huawei nova, a trendy lightweight flagship exclusively for young and active people, is released

Since the launch of the Huawei nova smartphone at the IFA Berlin 2016 in September, it has received wide acclaim from foreign media and consumers. After the two "HUAWEI nova stars" Guan Xiaotong and Zhang Yixing were revealed, domestic media and consumers are even more looking forward to its domestic launch.

The Huawei nova phone, which was officially unveiled at the press conference, has an outstanding appearance. The three-sided curved curves, the curved back, the brushed sides and other designs give the Huawei nova an extremely high visual beauty. The 5-inch screen with a screen-to-body ratio of up to 76% not only has a visual impact but also brings Huawei nova an excellent holding experience.

As for photography, which is important to young consumers, the Huawei nova phone is equipped with an 8-megapixel front camera and a 12-megapixel rear camera, and has built-in new skin beautification algorithms and one-finger beauty shots, ten-level beauty applications, allowing young people who are keen on selfies to easily take high-quality photos.

Huawei nova supports DTS 7.1 surround sound, and can simulate multi-channel surround sound effects through algorithms. Huawei nova is equipped with a 14nm Snapdragon 625 processor, a 3020mAh battery, and Smart.0 technology, and is equipped with a new generation of 3D fingerprint recognition. It comes in four colors: champagne gold (white), rose gold, champagne gold (black), and moonlight silver. The 4G+64G full network high-end version is priced at 2,399 yuan, and the 3G+32G full network standard version is priced at 2,099 yuan.

The launch of the Huawei nova mobile phone can be said to be a milestone in Huawei's new layout in the young consumer market. While Huawei's mid-to-high-end flagship products such as the P series and Mate series are recognized and loved by consumers around the world, the new nova series will expand the product matrix and complete the full-price layout to truly meet the needs of consumers from all ethnic groups and price ranges for high-quality products.

A calm giant in an impetuous era

Ever since China's emerging mobile phone manufacturers introduced Internet thinking into the mobile phone industry, the Chinese mobile phone market has entered a vicious circle of focusing less on products and more on parameters and marketing.

With increasingly perfect integrated solutions, the threshold of the mobile phone industry is getting lower and lower, the homogeneity of mobile phones is getting more and more serious, and the loss of bargaining power has led low-end and mid-end mobile phone manufacturers into the abyss of price wars. For mobile phone manufacturers without real R&D capabilities, boasting, stacking parameters, and fraud have become their only means of winning, and the mobile phone industry is full of strange phenomena.

As one of the pioneers in China's mobile phone industry, Huawei has always been at the forefront of China's mobile phone industry with its top R&D capabilities and solid industrial design and production strength. While other mobile phone manufacturers are using all kinds of tricks in terms of price and marketing, Huawei has chosen to move forward steadily in terms of technology and quality, and not to associate with the impetuous atmosphere.

It is precisely because of this that other manufacturers are on the verge of a profit crisis when they realize that price wars are difficult to sustain, cost barriers are difficult to cross, brand premium capabilities are lacking, and the entrance to the mid-to-high-end market is closed. At the same time, Huawei has won the trust of mid-to-high-end users with its good reputation, top technical strength, and solid product quality. The Huawei nova released this time targets young people who follow the trend and live happily. The price of 2,000 yuan is bound to win the hearts of a large number of fashion and social geeks.

Completing 100 million units two months ahead of schedule is just a small step for Huawei

The reason behind the achievement of completing 100 million units ahead of schedule is Huawei's continuous high R&D investment in technological innovation over the past decade, its strategic rejection of temptation and its focus on high-quality strategic results. Huawei invests at least 10% of its sales revenue in R&D every year. In 2015 alone, Huawei invested 59.6 billion yuan (about 9.2 billion US dollars) in R&D, accounting for 15% of its sales revenue.

Over the past decade, Huawei's R&D investment has exceeded RMB 240 billion (approximately USD 37 billion). In terms of mobile phone product innovation, Huawei launched the Huawei P9 in cooperation with Leica of Germany. Its dual-camera technology was launched before Apple and has won a very good market reputation. In September this year, Huawei and Leica announced a further strategic cooperation plan and announced the establishment of the Max Bielek Innovation Lab, which will carry out joint R&D in the fields of new optical systems, computational imaging, virtual reality (VR) and augmented reality (AR), maintain its technological innovation advantage, and ensure the rapid growth of Huawei's consumer business.

Huawei phones are currently sold in more than 170 countries and regions around the world, with outstanding performance in China and Europe. In 2015, Huawei was selected as one of the top 100 most valuable brands in the world by Brand Z, ranking 16th in the technology sector.

For Huawei, the achievement of the sales target of 100 million units ahead of schedule was not due to a huge success in sales performance or profit data. The reason why this achievement is worth mentioning is that this achievement against the trend shows that Huawei's long-standing adherence to the path of "good quality" as its core competitiveness is correct, and Huawei will surely continue to impress consumers with high quality and create the next Huawei myth.

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.