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He Gang: The nova series changed the image of Huawei’s “Man of Science and Technology”
On April 23, Huawei brought a new generation of the flagship 5G selfie video series – Huawei nova7. The new color n. 7 was surprisingly presented. The newly renovated dual 32-megapixel front camera and four-zoom zoom rear camera and four 50-megapixel zoom cameras brought the nova7 series self-timer and picture-taking ability to completely evolve again.
“So far, there are 145 million nova stars in the world.. At the start of the press conference, He Gang, president of Huawei’s consumer business mobile phone product line, announced the latest results from the nova series.
More than four years after the birth of this product series that incorporates “high-value self-portrait” into DNA, it has vastly expanded young Huawei consumers, especially female user groups.
Today, the Huawei nova7 series has a new understanding of face value and selfies, portraying what young people like in the 5G era. Exhausting everything to demonstrate that it is still the most valuable product for young people with the same equipment. The higher the value, the more beautiful the timer will be and it will enter 5G door without much cost.
After the meeting, He Gang accepted an interview in the online media. He believes that The emergence of the Nova series has changed the image of Huawei’s “Man of Science and Technology”. The update frequency of the half-year generation has been recognized by the market. The cumulative selection of 145 million Nova stars demonstrates the success of this strategy. The price of the nova7 series is reasonable, so young people can enter through the 5G door without too much charge.
Selfie is not a function, but a way to communicate with contemporary youth.
The birth of the first generation of nova in 2016, the selfie is one of the two central points of the nova series. To this day, the nova7 series continues to constantly improve in self-timer technology, with visual focus, portrait 3.0 super-night scene, and dual front and rear view video at the same price as the exclusive timer “black technology”.
Competitors have begun to shift to other directions, why did Huawei Nova always study selfies “from the end”? In this regard, He Gang said bluntly: “Selfie is not a function, selfie is a way to communicate with young contemporaries.. “
He said that contemporary youths, especially those born in the 1990s, slowly reached 00, and actually valued self-portraits much more than understanding our generation of self-portraits and self-portraits. This is very worthy of serious consideration, especially different changes in habits between generations.
After research, Huawei found that this generation of young people pays more attention to face value than the later 80s and 70s.. Therefore, the field of selfies is not only a function, but also a way to communicate with this generation of young people.
He Gang frankly stated that Nova had requested to take a good selfie from the first day of birth. Since 2016, it has been continuously optimizing around the self-timer. In accordance with the needs of young people in the self-timer, it has been continually improved and improved, so that the self-timer experience of each generation of products has been synchronously improved.
He said the core of the support for selfie technology comes from Huawei’s overall consumer business investment, including the design of the ISP processor for camera module design, sensor selection, and algorithm enhancement. This series builds on the core core capabilities. It can be said that the selfie team is part of the entire camera team. The iconic R&D team and 2012 algorithm research platform are powerful endorsements for enhancing selfie capabilities.
On the other hand, it is up to the star people of Nova to constantly take advantage of their internal expectations. I hope there are some new things, some more interesting features, and I’ve always established a channel to communicate with the Nova stars around selfies. After several years of product listing and development and consumer recognition, Nova has built an industry-leading image in the selfie field.
In He Gang’s opinion, self-portraits are beautiful and can be beautiful in different scenes. Only by entering the hearts of young people can you better recognize your brand and your products.
Reasonable prices starting at 2999 yuan to help young people quickly enter the 5G era
Although the face value and selfies have been updated, and the entire system supports 5G, the price of Huawei’s nova7 series still remains “in moderation.”Prices starting at 2,999 yuan are cheaper than last year’s nova 6 series.
Speaking of pricing, He Gang believes thatThe nova7 series is currently reasonably priced, and youth are expected to buy relatively less and help youth enter the 5G era better and faster, making the threshold less high, which is basically equivalent to the nova of the 4G era.
He Gang is also very confident in the expected sales of the new machine. “The press conference is very hot and they are 100 million online. I think this product should achieve very good sales results.”
Speaking about the portraits of today’s nova series users, He Gang revealed thatNova products have the lowest average age of users in each Huawei sub-series and the highest proportion of women. Before the nova brand was born, Huawei products tended to feel like a “technical man”, which is why nova has better attracted users in terms of spec selection and communication mode.
He Gang revealed that Nova’s product team has a product research team that really lives with young contemporaries and sees how their everyday lives are carried out.
After research, it is discovered that there are some slight changes among young people in 2020 and 2016, but the biggest change is that Huawei has a deeper understanding of young people.
He Gang said the product team did not understand enough young people at the time, but rather relied more on the characteristics of the young people imagined by the team to define the product. Although the general direction is correct, young people do not do enough in terms of product requirements and understanding.
“Today, after so many generations of product iterations, and through generations of products, deeper communication with young people, now the understanding of young people has been very deep. Daily work, life, difficulties and the challenges and hearts that They are puzzled, what do they expect from digital products, what are their thoughts about the future and do we have a lot of communication. “
He said that today, Huawei’s understanding of young people has risen to a very high position, the core is in a strong Nova user group, there are already 145 million users using Nova mobile phones.
Kirin 985 leads the overall performance of the nova7 series to provide users with a flagship-level experience
This time, the Huawei nova 7 series also deserves attention in the choice of processors. Both nova7 and nova7 Pro are equipped with the latest Kirin 985 5G 7nm SoC developed by Huawei.
From a specification standpoint, Kirin 985 ranks between Kirin 820 and Kirin 990 5G, using 1 A76 (2.58GHz) + 3 A76 (2.4GHz) + 4 A55 (1.84GHz), equipped with dual Da Vinci NPUs core. At the same time, it integrates an eight-core Mali-G77 GPU, and the same dual-core AI NPU and ISP 5.0 imaging unit from Kirin 990. In terms of 5G capabilities and comprehensive performance, it is currently the only one with the same price.
He Gang also clarified the reason why he chose Kirin 985.He said that from the perspective of all product planning and user needs, Kirin 985 better meets the needs of consumers.
He Gang said there are still many problems to be solved in the current 5G network optimization process. The 5G modem is on the market fast. Updating and improving are in great demand. In addition, the processor capacity is very powerful, which can meet the needs of the Nova population. In the nova7 series, Kirin 985 was selected.
At presentThere are two options in the industry: One is how the modem and processor are separated. Power consumption is relatively high. There is still a big gap between the modem and the Kirin 985. One is SoC mode, the performance of the processor is also very different from the Kirin 985 processor.
He Gang bluntlyIn the vicinity of the nova series product range, Kirin 985 has advantages over other products with separate architecture or other SoC brands.
At the press conference, He Gang also showed that regardless of downlink speed, uplink speed, or lag, including super uplink capability, Kirin 985 has stronger capabilities in these key usage scenarios. In his opinion, this chip is the best option for the Nova series.
He Gang said that with the support of Kirin 985, the nova7 series has reached the flagship level experience in terms of display, processing speed, gaming or taking photos.
Huawei doesn’t care about market share internally, consumer feedback comes first
In almost all interviews with Huawei, sales volume and participation are always indispensable topics. There are rumors that Huawei has set a very high target for the Chinese market this year. In this regard, He Gang also responded positively.
He Gang is frank, Huawei is not particularly concerned about participation. For the product team, the most important thing is the user experience, with the consumer experience as the main requirement. Have we made real improvements in response to user needs? Is the NPS for consumer feedback improving? What functional experience do consumers have? This is my approach.
NPS (Net Promoter Score), Net Promoter Score, also known as Net Promoter Score, or Word of Mouth, is an index that measures the probability that a customer will recommend a business or service to others. It is the most popular customer loyalty analysis indicator, and focuses on how customer word of mouth affects business growth.
He Gang revealed that sharing is not a requirement of Yu Chengdong or a team. Huawei never considers sharing as a management objective. Rather, Yu Chengdong’s biggest concern is consumer feedback. The impact of NPS scores is huge, so the consumer experience will be the top priority.
Nova half-year update due to market competition 145 million users demonstrate successful strategy
Compared to other Huawei product series, the nova series product has a shorter update cycle and has passed the seventh generation in four and a half years, with an average of half a year. Talking about how Huawei can bring more changes and new feelings to users in less time, He Gang also shared Huawei’s plans and strategies.
“In fact, Nova products are not the same as other products.” He Gang said that the Mate and Huawei P are one year of generation, and that Nova is half a year, which is related to the competition in the market.
Why is it so fast?Consumers are younger and more receptive to new things. They hope there will be new things. If they like new things, they want to buy new ones.
Second, there are more specs to choose from in this price range. Mate and P put the best things together, and it’s a trade-off for Nova.
Gang said that whether from Huawei itself or from friends, the entire industry is making different trade-offs and choosing different specifications to achieve a price of more than 3,000 yuan.
In the nova series, Huawei revolves around better face value design and better selfies. This is the focal point, with differentiated differentiated product planning to meet the needs of consumer groups, but we also hope that there are new things to compete in this market.
“Priced at around 3,000 yuan, they are all a half-year generation. In this way, it has been well recognized by the market. In recent years, 145 million Nova stars have chosen our products, proving that this strategy is a relatively successful strategy.. “
