After the popularity of Mate 60, Huawei’s new narrative of “making a big breakthrough”

We will glow in the dark turning dust to gold

Glow in the dark, turning decay into magic

And we'll dream it possible

Have a dream, chase it

Until I'm breaking until I'm breaking

No destruction, no establishment, no destruction, no establishment

At Huawei's autumn conference, a familiar melody sounded again, as well as those four words that made the audience unable to hold back.

In 2015, "Dream It Possible" (Chinese version of "My Dream") became popular as the theme song of Huawei's Mate 8 conference. The annual flagship Mate 8 was launched with the Kirin 950 chip and became a factor in the high-end mobile phone market. Fulcrum.

The last time I heard this song at a Huawei press conference was at the end of the Mate 40 series press conference. Yu Chengdong said "thank you" three times and bowed twice. The sentence "Leap further ahead" and the slightly sad trumpet solo also reveal the determination and courage to "move forward".

If you pay attention to the lyrics, you will find that it forms an interesting intertext with Huawei's journey of more than ten years.

This song tells the story of a little girl who embarks on a journey alone in pursuit of her musical dream, encounters many difficulties, becomes more courageous with every setback, and finally steps onto the stage of the Vienna Concert Hall.

At the end of August, the Huawei Mate 60 series suddenly went on sale before it was released, bringing the melody of "My Dream" to a new climax. This mobile phone, which currently has the highest localization rate, is the epitome of breaking out from adversity, and it also brings more suspense to the silent smartphone market.

The biggest suspense this month is whether Huawei will hold a formal launch conference for the Mate 60 series. So when Huawei officially announced its autumn full-scenario new product launch on the second day of the Apple conference, everyone had greater expectations.

As a result, Huawei once again exceeded expectations. It did not release the Mate 60 series at the press conference, but brought another surprise with Andy Lau – the ultra-high-end brand "ULTIMATE DESIGN Extraordinary Master", a domestic brand that is about to launch after the shadow of Gufanyuan. Toward another magnificent new channel.

"My Dream" begins to change, quietly opening a new narrative for Huawei.

Breakthrough, breakthrough

Until I'm breaking

On the afternoon of August 29, digital bloggers and enthusiasts from all over the country rushed to Shenzhen with only one goal – Huawei Mate 60 Pro, which was released without warning.

A high-end flagship mobile phone goes on sale directly without a press conference. There is almost no precedent in the mobile phone market.

We were also one of the people who rushed to Shenzhen that day. On the high-speed train, we had already seen some colleagues unboxing and testing the Internet speed. Everyone is eager to know whether it is the first 5G mobile phone launched by Huawei after three years?

Although there is no 5G logo on the Mate 60 Pro signal grid, some actual measurement results show that its download speed even exceeds 1000 Mbps, which actually reaches or even exceeds the 5G level of many mobile phones.

The Kirin 9000s chip equipped with the Mate 60 series has verified a possibility in extreme situations. It is of great significance not only to Huawei, but also to the entire industry.

Bloomberg commissioned the professional organization TechInsights to disassemble the Huawei Mate 60 Pro mobile phone and analyzed that the Kirin 9000s uses SMIC's most advanced 7nm technology. Dan Hutcheson, deputy director of TechInsights, said:

The use of Kirin 9000s means that China has narrowed the research and development gap in low-nanometer chips to two generations.

It is both a return and a breakthrough.

This is my evaluation of the Huawei Mate 60 series. It is not just about network speed and chips, but also reflected in many product details.

The first thing you can see when you get the phone is the iconic aesthetic design of the Mate series – central axis symmetry. The impressive "star ring" design on the Mate 40 series returns, but if you look closely, it is different.

The "concentric" design of the Mate 60 series makes the "star ring" larger. The boundary is not limited to the camera itself, but bursts out from the inside out, extending the arc to the waist of the back cover. If you use some imagination and extend this arc from the outside of the fuselage, you can see a larger, invisible concentric circle.

What has also reached a new level after introducing new products is the Mate 60 Pro's satellite calling. Only one year has passed since Mate 50's Beidou satellite information was used to make satellite calls directly on the mobile phone without the need for thick antennas like traditional satellites.

Before Yu Chengdong shouted "way ahead" at the press conference, these designs and functions have already told you that Huawei is breaking through boundaries and emerging from the chrysalis.

The existence of Huawei Mate 60 series has suddenly become a huge purchase driver in the market. Queues have reappeared at Huawei stores in many places across the country, triggering a rush to buy. This kind of scene usually only appeared when the new iPhone was released in the past.

According to media reports, some scalpers are reselling Mate 60 series mobile phones for an additional price of 1,000 yuan. Huawei stores also had to require users to activate on-site when picking up goods offline to curb scalpers.

According to supply chain sources, Huawei Mate 60 Pro has increased orders to 15 million to 17 million units. Tianfeng International analyst Ming-Chi Kuo predicts that Huawei's smartphone shipments will increase by approximately 65% ​​year-on-year to 38 million units in 2023, thanks to the demand and market influence of the Mate 60 Pro.

This reminds me of the Mate 7, which exploded after its launch nearly 10 years ago. It not only allowed Huawei to gain a foothold in the high-end flagship market, but also became a milestone in the high-endization of smartphones in China.

▲The "Jazz Life" promoted in Mate 7 advertising has begun to be recognized by high-end circles such as business people

What’s interesting is that after so many years, it is still the Huawei Mate series that plays this role in China’s high-end flagships.

In the past few years when Huawei pressed the pause button on its mobile phones, almost no domestic brands could fill the gap in the high-end mobile phone market. In 618 this year, Apple iPhone captured 42% of the market share and accounted for 67% of the revenue share.

The iPhone 14 Pro/Pro Max, with a starting price of nearly 9,000 yuan to 10,000 yuan, has become the sales champion on Apple can be said to be "alone and seeking defeat."

At a price point above 6,000 yuan, one of the few that can catch up with the iPhone is actually two 4G phones – Huawei Mate 50 Pro and Huawei P60 Pro.

It’s hard to imagine that, against the backdrop of longer user replacement cycles and a decline in the smartphone market, Huawei has bucked the trend and quietly made a comeback. Q2 market share returned to the top five from others. According to authoritative market research agency data obtained exclusively from the supply chain by Yuanchuang Digital Intelligence Online, in W36 (9.4-9.10), Huawei regained the top spot in the Chinese smartphone market with a sales volume of 17%. Two thrones.

Witnessing Populus euphratica from Mate 40, crossing Kunlun with Mate 50, starting again with Mate 60, persevering and breaking through in adversity is Huawei’s romance

Dali, new order

Dream it possible

Although the Mate 60 series did not appear at this conference, there are close connections everywhere.

As the pioneer and leader of Huawei's high-end market, the Mate series will disrupt the high-end flagship market with the return of the Mate 60. It will also pave the way for the newly launched ultra-high-end brand "ULTIMATE DESIGN".

Huawei used Andy Lau to express its definition of "extraordinary", or a high-end brand:

It is not the ability to constantly give up, deny, and persist in creation. Anyone who is serious, down-to-earth, diligent, and has the courage to keep moving forward.

There are many ways to build a high-end brand, but there are no shortcuts. There are only opportunities for innovation hidden in the complicated details, and you must persist silently.

The "ULTIMATE DESIGN" can be regarded as the brightest pearl in Huawei's high-end crown. It undoubtedly represents Huawei's current "extreme" in terms of craftsmanship, materials and technology, and is a step further than the Porsche design of the past few years.

In 2016, Huawei held a new product launch conference in Germany and officially launched the Porsche Design customized version of Mate 9. This is the first time Huawei has cooperated with Porsche Design to build a mobile phone.

Unlike many joint brands that only combine colors and logos, Huawei and Porsche Design have deeply integrated supercar elements into the design and experience of mobile phones. The characteristics of supercars, such as high-end luxury, aesthetic design, and cutting-edge technology, have truly become part of the mobile phone.

▲Huawei Mate50 RS Porsche Design

As Huawei has established its own brand appeal in the high-end market, there is no need to use co-branding to enhance the brand tone. From "Porsche Design" to "Extraordinary Master", Huawei has used its unique aesthetic design to resonate with the times to complete the evolution of the brand.

Since Yu Chengdong decided to only produce mid-to-high-end products in 2012 despite internal pressure and external doubts, Huawei's various explorations in high-end products have not stopped. More than ten years of accumulation have become the cornerstone of ULTIMATE DESIGN.

In addition to Porsche design, Huawei's design on P60 Art is undoubtedly a bold exploration of design aesthetics. It brings the islands in the blue sea into a small space and uses irregular curves to depict the beauty of natural harmony.

Even Yu Chengdong was initially worried that consumers would not be able to accept this unique design from Huawei’s Paris Institute of Aesthetics. However, he later found that his friends all liked it and even thought that this design should be popularized across the entire series.

It is undeniable that P60 Art's aesthetic design has a specific audience, but in this market that pursues standardization, there is always a need for someone who is unconventional and dares to create different products to bring some diversity and vitality to the market.

Ai Faner once had the honor to communicate with He Gang, chief operating officer of Huawei's terminal business, about the design of P60 Art. He believes that "Huawei P60 Art is an upward exploration of technological aesthetics for this generation of products. It achieves the goal of artistic aesthetics through pioneering artistic design." New heights."

The aforementioned "concentric" design of the Mate 60 actually has a new detail. The text in the center of the circle has been changed from "Leica" to "XMAGE".

XMAGE is a new imaging brand launched by Huawei last year. When it was difficult to provide a better imaging experience with traditional camera manufacturers, Huawei chose to establish its own imaging brand, which may be a preview of the "Extraordinary Master" brand.

In my previous photography experience with Mate 50 Pro, the XMAGE image style gave me an intuitive feeling of realism, warmth, sharpness, and high image quality. To sum it up in Huawei’s words, it is realism, freshness, transparency, and breathing. The technology involved cannot be explained clearly in a few words, but consumers do not need to understand it, they only need to experience it.

This is also the concept conveyed by Huawei XMAGE: "Leave the complexity to yourself and the simplicity to the users." It is also the best way to brand platform-level technology.

Whether it’s Mate 60 Pro’s satellite call and Kunlun glass, Mate Aesthetic exploration, if Huawei hadn’t made up its mind to be high-end more than ten years ago and maintained extremely high R&D investment, we might not have experienced it today.

Crossing the border through the night

Out of my cage like a bird in the night

In 2012, Huawei's R&D investment in its terminal business reached 12%, which was rare among Chinese technology companies at the time. Xu Zhijun, Huawei’s rotating CEO at the time, said in an interview with Fortune:

Having the core capabilities of all hardware is very critical for Huawei to compete in the future, otherwise you will always have to lag behind others. You have to wait for someone else to make it. And if it is customized by a supplier, the supplier cannot sell it to you directly. It must wait until the customization is completed and then develop a standardized chip to sell to you. The chips we order from suppliers cannot be sold directly to others.

This kind of foresight may be the key to Huawei passing through the cycle.

In the past few years since entering the "darkest moment", Huawei's investment in research and development has been rising. In 2021, when the Mate series is absent, Huawei's R&D budget is as high as US$22.1 billion, accounting for 22.4% of sales, more than three times that of Apple.

In 2022, Huawei's total R&D expenses will be 161.5 billion yuan, with R&D expenses accounting for 25.1% of sales revenue. Both the R&D expenses invested and the proportion (amount and rate) are record highs.

Huawei's R&D expenditures have exceeded 970 billion in the past ten years. Last year, Huawei applied for 7,689 patents, becoming the brand that topped the patent application list for six consecutive years.

According to the "EU Industrial R&D Investment Scoreboard 2022" report released by the European Commission, Huawei ranks fourth in the world in R&D investment and is the only Chinese company among the top five. Huawei's R&D investment accounts for 678 Chinese companies on the list. 10% of the company’s total R&D investment.

▲ Picture from: Huawei 2022 Annual Report

At the beginning of the year, Huawei's Ren Zhengfei said that Huawei completed the replacement development of 13,000+ devices and the repeated replacement development of 4,000+ circuit boards in three years. Now we can see through the disassembly of Mate 60 Pro that the proportion of domestic parts has reached 90%.

Technological innovation and breakthroughs are never achieved overnight, but are built up day by day and lead to thousands of miles. When you can persevere in the endless darkness and long anonymity, you will become the brand's biggest moat.

We see that the so-called high-end brand is just a result, not even the initial goal. The scarcity of high-end comes from technology and experience.

Whether it is luxury goods like LV Hermès or technology companies like Huawei and Apple, they all start by researching the most advanced materials and technologies, co-creating with the best engineers and scientists, and adapting to the changes of the times to provide deep insights into consumers. A forward-thinking concept.

After Huawei has established its high-end brand status through the Mate series and P series, the new brand "ULTIMATE DESIGN", which has accumulated the potential of Huawei's past, will be a key part of establishing a new brand order after Huawei's full return.

The boat has passed, gathering strength to create a new life. Never quit and never stop.

At last month's Huawei Developer Conference, Yu Chengdong said, "The boat has crossed the mountains." He looked back calmly on the most difficult years in the past and what may have been one of the biggest "counterattacks" in the history of technology and business.

What awaits Huawei next will not be a smooth road. The road ahead is long and bright, with obstacles and obstacles. We must be determined and keep moving forward before we can see the light of day again.

Throughout history, technological innovations and breakthroughs are often born out of challenges and difficulties. Rather than being astonished at the top of the tide, those who have gritted their teeth and tackled difficulties in the long challenge may not be discovered until many years later by following these trajectories and discovering their coordinates in the historical process.

I also understand better why Ren Zhengfei said in a recent conversation, "Huawei will become more and more difficult, but Huawei will also become more and more prosperous."

Huawei's press conference came to an end with "Glory Days" sung by R&D staff and "Pollen". In 2013, Yu Chengdong posted on Weibo, mentioning that the head of the mobile phone product line sang "Glory Days", which started Huawei's exciting decade of high-end mobile phones.

Time flies like a song. The solo performance of the past ten years has been a heroic era for Huawei's personal growth. In the next ten years, Huawei will use the form of chorus to initiate the transformation from "walking fast alone" to "walking together far". The mountains and rivers will unite and unite to be reborn.

The lingering sound of "Dream it possible" is still lingering, the story is not over yet, it has just begun.

From the bottom to the top

From the bottom to the top

We're sparking wild fire's

We are the wildfire that starts a prairie fire

Never quit and never stop

Don't flinch, don't stop

The rest of our lives


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