Adhere to an exclusive interview with consumer-oriented vivo product managers

[IT168 News] vivo This mobile phone brand is almost unknown in the country, no one knows. Even in recent years, the mobile phone industry has been exposed to the wave of the Internet and has spawned many internet mobile phone brands, and has constantly eroded the market share of traditional mobile phone manufacturers. However, vivo can still stand still, and this year has achieved sales for the millet, Meizu mobile phone and other Internet companies beyond. To achieve such a result, in addition to the business philosophy of advancing with the times, it is also essential to create outstanding products. The day before, vivo held a press conference in Beijing and launched the X9, X9 Plus, and Xplay 6 mobile phones at the same time. It was also the first time that two mobile phones with two product lines were released at the same conference. This was a huge amount of information. After the meeting, we also conducted an exclusive interview with the three product managers of vivo to learn about the stories behind these products.

About the brand

Concerned about the day before the conference's friends should notice that vivo adjusted its brand LOGO, which is inextricably linked with its product strategy. Once the vivo LOGO, its bottom is the HIFI&Smart logo. It means pursuing the ultimate HIFI experience on mobile phones and deeply cultivating a smart operating system to bring more comfortable operating experience to users. Today's LOGO is changed to Camera&Music, which represents vivo's formal development towards photography and music.

Interestingly, though vivo has played down the HIFI label, it has not weakened the function of the HIFI phone. For example, the X9 uses the AK4376 solution and adds the WAVES sound effect. The X9Plus is equipped with the ES9018+ES9603 HIFI solution. The flagship Xplay 6 is the first ES9038 chip and uses three OPA1622s. It also implements the true hard solution of the DSD mastering format. . So why weaken the HIFI tag into Music? For most consumers, in fact, only the vivo mobile phone sound quality is good, but it is very rare to say so. Even the term HIFI is seldom known. After all, the crowd active in this field is too small. So from a marketing perspective, Music is more intuitive and understandable than HIFI.

â–² vivo product line director Huang Hao

In addition, the smart label has become obsolete today when smartphones have become widespread. And the concept of the word Smart is too vague to directly pass out the selling point of the vivo phone, and taking it out is also a proper thing. After the market research of vivo, the use of mobile phones to take pictures has become something consumers will do every day, and the quality of imaging has become the standard for consumers to determine whether the phone is easy to use. Therefore, the introduction of better solutions to the pain points of users when using mobile phones has become the focus of the development of vivo phones. Vivo X7 main soft light self-timer, X9's front dual camera such as, Xplay 6's rear dual camera and full-pixel focus function is even more so.

About vivo X9/X9 Plus

Interestingly, the three product managers who participated in the interview managed the three product lines X, X Plus and Xplay respectively. From such a fine internal division, we can see some clues. On the surface, the vivo X series and X Plus series only have different screen sizes, but in fact there are some differences between the product selling points and the targeted people. The former pursues a better sense of grip and a slim body, while giving its front-mounted dual camera sign selling point. The latter is more focused on endurance, game performance, and a better video experience.

â–² vivo X9

Although the dual-camera solution has matured in the past two years, vivo is the first handset manufacturer to put dual cameras in front of it. Currently, there are three types of dual-camera solutions with the highest level of perfection in the market: black-and-white and color dual cameras represented by Huawei P9; depth of field represented by HTC One M8 + conventional dual cameras; and different focal lengths represented by apples. Dual cameras. Vivo said that the main direction of development in the field of photography is the shooting of portraits, so the second solution mentioned above is the best choice, because this solution can well form the effect of background blurring at the SLR level. Self portrait can be more prominent in the main body.

About vivo Xplay 6

Vivo Xplay 6 appeared in the form of One More Thing at the press conference. Compared to the vivo X9 and X9 Plus, where advertisements were already spread across the streets, it was a surprise. A conference will introduce three products. Does this approach take up resources each other and affect the efficiency of communication and dissemination? A marketing-oriented vivo will naturally not make such a mistake.

â–² vivo X9

First, there is a significant price difference between vivo X9/X9 Plus and Xplay6, and the product positioning is completely different, so it will hardly affect sales. Second, because Xplay 6 itself has gathered a large number of product selling points, including screens, cameras, performance, HIFI, etc., it is easy to form subtle word-of-mouth marketing through the Internet, which not only saves marketing resources, but also achieves dissemination. The purpose is to kill two birds with one stone. In addition, in an interview with Huang Xun, product line director of vivo Xplay 6 revealed to IT168 that since Xplay 6's spare parts come from the industry's top suppliers, the supply of goods will not be too much. If it is over-promoted, it is likely to create a situation that exceeds supply, leading to dissatisfaction with channel partners. It is worth mentioning that although Vivo signed Peng Yueyu as a spokesperson, this is only for the vivo X9/X9 Plus phone and does not include Xplay 6.

postscript

From the author's understanding of vivo, vivo has always paid great attention to the opinions of consumers, which is the same as the operating philosophy of many domestic manufacturers. The difference between everyone is the ability to understand consumer demand, control of upstream suppliers, and penetration of channels. It must be said that vivo is at the leading level in the industry in all three aspects. If you still think that vivo is just relying on the mobile phone manufacturers who are on the top of advertising, then it is too one-sided.

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