It is noteworthy that the mobile phone category has become the major contributor to growth in the major platforms of one of the sources.Jingdong data show that during the double-11 mobile phone sales in Jingdong grew more than 50% more than the same period.Canote mobile phone sales rose sharply 66%! Judging from the market fever, mobile phone sales to hit a new high this year, an important core word is 'full screen' phone.
This 'full screen' battle, including the iPhone X, Samsung Galaxy Note 8, vivo X20, OPPO R11s, Huawei Mate10Pro, almost all manufacturers of the flagship full screen products are released in the double eleven before and participate in the war. E-commerce comprehensive data, is considered to be the king under the line of the vivo performance of the most dazzling on the line, vivo X20 became a double-eleven during the 2500 ~ 3000 yuan price segment full screen mobile phone sales champion.
Full screen vivo X20 first-mover advantage
In the author's opinion, the vivo X20 won the one hand, just right to find the highest-end sales of up to 2500 ~ 3000 yuan full-screen mobile phone price neutral; the other hand, as the earliest release of full-screen mobile phone manufacturers, X20 made the starting Advantages and sales through the past month received the first batch of users word of mouth, double the amount of double sales volume is also reasonable.
In fact, vivo is neither invented full screen mobile phone manufacturers, nor is the first full screen mobile phone manufacturer in China, but the vivo X20 has become the first mass-produced domestic full screen mobile phone .This point in the industry seems to be off Important, after all, small-scale show technology and large-scale stable delivery is a completely different concept.As Apple, many new technologies are not the first to use, but it must be the first new technology to achieve stable and mass production Of the manufacturer vivo X20 in the field of full-screen mobile phone is also pioneer.
What is the whole screen in the fight?
First-mover advantage for the vivo X20 brings dazzling data, but to do this is not easy. Full screen as a new technology, to be stable, large-scale shipments, the need to get through the supply chain resources to address technical obstacles , Matching hardware and software systems, etc. In summary, we must lay the three major campaigns:
1, a comprehensive screen of resource warfare
Technically speaking, full screen is not a standard concept although it has entered full screen war this year. Currently, the standard for full screen in the industry is that the screen size is increased from 16: 9 to 18: 9, and in addition Screen accounted for more than 82%.
For mobile phone manufacturers to make a full screen mobile phone, the primary solution is the OLED screen material supply of full-screen components.At present, the overall supply of high-end OLED screen material full screen high-end full-screen Samsung Electronics monopoly to a certain extent The amount of resources allocated to Samsung Electronics determines the fate of manufacturers full screen mobile phone, which also includes Apple, after the supply chain came out iPhone X production is the biggest obstacle to supply Samsung's screen.
It is reported that the vivo X20 stocking up to 350 million units in the first day of the day! According to the author learned that, vivo and the vivo with the sale of so far, Many core suppliers have maintained long-term friendly relations, X20 uses Samsung 18: 9 plane OLED full screen is almost only supplied to the two companies Apple and vivo, which is an important guarantee of mass production.Once the executive vice president of vivo Hu Pingshan also said that most vivo vivo providers have long-term cooperative relations, so many years, each other's trust, understanding are already very deep, for ever-changing market environment, vivo has always maintained cooperation with suppliers Relations, this relationship, will also be maintained.
In fact, in addition to the corporate culture level, vivo strong sales growth in recent years is also the key to obtaining the right to speak in the supply chain after data show that vivo has become one of the world's top five smart phone manufacturers, shipments this year will reach 100 million This volume of any one of its components suppliers can not be ignored.
2. Full screen technology warfare
As a new technology, the full screen brings different previous disruptive designs, the internal stacking method, the changes of peripheral device modules, etc., all test the strength of each manufacturer's research and development.
The most obvious example is the increase in the screen lead to the body of the available stacking space will be smaller, which is the fuselage structure is a new challenge, for example, the craft of a narrower border how to do front camera Into a smaller space, how to place the fingerprint sensor and so on.
According to vivo research and development introduced in the design there are many users can not see the difficulties.For example, the front of the X20 uses a new generation of full screen and very narrow border design, resulting in the phone's U-shaped antenna has been exposed to the screen area , The screen alignment will absorb the radio waves and increase the interference.On the antenna team in order to ensure consumers in communication as always, high-quality experience, so the use of a new design, the antenna to connect the RF channel with the electrical connection of the thin, The smaller its distance from other components, reducing the coupling capacitance, antenna strip to the metal back cover distance is 1.8mm, the final result of the antenna even better than the performance of previous products.
Any changes on the hardware will bring a huge risk, which is the reason many manufacturers delay the introduction of full screen mobile phone several times the most important reason is the iPhone X before the sale encountered various problems.
3. Full screen user experience war
Of course, at present, many thousands of machines are also known as 'full screen' handsets, a situation that many people think will play a bad 'full screen' concept.While measuring the value of technology, ultimately, to return to the consumer is recognized level on.
According to vivo insiders, many companies began to pay attention to the full screen, but not eager to do this X20 is 10 months before the release began to design, validation, the internal standard is not preemptive, but repeatedly optimized to achieve the most Good after launch.
For example, vivo created a 'slide up gesture' due to the full screen design, no Home key, etc. The right up slide back to the previous level, the middle up slide back to the home page, the left up slide open the control center and the left and right hand can operate according to the operation Habits adjust settings. Perfect hide virtual buttons to meet the full screen interactive experience.
In addition, the introduction of a full screen to fingerprint location has also changed in order to ensure the user easy to unlock experience, vivo X20 added facial recognition, through the front camera and partner optimization, to achieve a more secure 3D recognition.
In addition to the full screen-related optimization and improvement, the vivo X20 in the photo on the needs of users to introduce the image of magic cube technology, the camera can take pictures of the current blind spot - backlight backlight specialization, the third generation of blurring algorithm with a new generation of dual-core pixels Focus camera, a substantial increase into a film rate.
HuBaiShan said, as the enterprise that puts the consumer in the first place, what consumers really care about what they want, which we value, so we set up a very large consumer research team, specifically to understand our consumers. There are even employees who eat and live with consumers to experience their lives in depth to understand what they actually need, and finally to give feedback to our product teams to make them more suitable for consumers' products and continually create for them Surprise.
Sano's user portrait reveals the eyes of consumers vivo X20
From the supply chain point of view, the above three points is the key to the success of vivo X20 sales surge.But, from the consumer point of view, vivo X20 users have their own judgments.Recently, the well-known domestic research firm 赛 诺 vivo X20 users do Portrait, from the data we can clearly see the X20 key to market access.
First of all, from the most intuitive from the sales point of view, the data given by Sino show that vivo X20 rapidly detonated the market after the listing from the second week since the market ranked first in the overall performance is also better than the previous generation X9 and X9s. Among the popular full screen mobile phones on the market, the X20 maintains its absolute leading edge, with the three platforms of Lynx, Suning and Jingdong winning the highest ratings.
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In Sano's user research portraits, vivo X20's main user base are mostly young people, of which 18 to 23-year-old younger users are absolutely leading.Users are located in the city were uniform, education is also based on the level of university education may be With multiple black technology reasons, the high proportion of male users, women.
With the main function of the same vivo, full screen, backlight camera, face recognition has become the focus of the user hot features.Camera and camera become the X20 users are most satisfied with the place.In addition, such as hard touch screen effects, call quality, Hardware quality, etc. are widely recognized by consumer.
In addition, the most important measure of mobile phone brand market acceptance index data recovery rate is quite eye-catching. vivo X20 users, up to 17% of users are former vivo mobile phone users, ranking second replacement users unexpectedly from Apple, this data accounted for 15.3% of X20 users.After ranking a few OPPO, Huawei, Samsung.
Overall, from October full screen mobile phone champion to double eleven 2500 ~ 3000 full screen champion, behind the fact is vivo in the supply chain research and development early layout of the first mover advantage, and then superimposed full screen, backlit camera, facial recognition, etc. The function gained the consumer's approved result.