From vivo Shen Wei's speech, understand the future of the Chinese mobile phone industry

How far is domestic mobile phone manufacturers become great companies?

Text 丨 Chinese Business Tao Zhang Jingbo

In the past 10 years, domestic mobile phone brands have become important players in the global market, but there is still a long way to go to a great company.

How to change from large to strong scale to strong to great to great? The speech of Vivo founder, president and CEO Shen Wei provided us with a very valuable reference.

[Divided into values ​​by this]

The gap between domestic mobile phones and Apple is still widening.

On the one hand, the Apple A series chip is more and more brave, while the Qualcomm Snapdragon chip equipped with domestic mobile phones has been trapped in power consumption and heat dissipation in recent years.

On the other hand, affected by factors such as prices, Apple mobile phones continue to expand their share in the Chinese market.

Data from market research institutions Counterpoint show that in the first quarter of 2022, except for glory recovery growth, the rest of the brands fell.

Apple's market share increased from 14.7%a year ago to 17.9%.

Just in the past 618, Apple iPhone 13 was snatched crazy in Jingdong, becoming a scar of domestic mobile phones.

It turns out that the short -term doctrine of simple stacks of hardware and parameters cannot save the market.

If domestic mobile phones want to catch up with Apple, they must abandon the impetuousness and unrealistic fantasy of chasing the wind, and buried their heads. And this is exactly what the vivo led by Shen Wei has been doing.

In vivo, the "buried head" is one of the most commonly mentioned words that founder Shen Wei. For example, he said in the public letter of vivo New Year in 2021:

"If the fruit cannot be asked or not, because the fruit is decided, the cause of the cause, the fruit will be done."

In the same case, he also said at the company's party banquet speech in 2018.

In Shen Wei's view, many companies care about "fruit", but vivo is a company that doesn't care much about "fruit". This is not to say that "fruit" is not important, but logically, "cause" determines "fruit".

"Because" is not good, it can't get "fruit". Conversely, the cause of buried heads, the fruit water came.

In the past two years, many domestic mobile phones have fallen into the short -term doctrine of stacking hardware and ginseng. Because they care too much about "fruit", they forget the original intention of making mobile phones.

The faster the processor, the better the memory, the better the camera, the better the camera ... but what consumers really want are not cold hardware and parameters, but the user experience.

Apple mobile phones are not as good as domestic mobile phones on many parameters, including pixels, refresh rates, etc., but it has made user experience to the extreme.

In this regard, it is necessary to put aside the parameters and work hard in places where users cannot see.

For example, in the past few years, vivo relies on user innovation laboratories, chip laboratories, etc. to plant the seeds of the next grain technology, waiting for the deep leaves.

On the other hand, we need to return to the original intention of mobile phone companies and insist on doing the right thing.

From the perspective of Shen Wei, the most important thing for enterprises is to maintain ordinary minds, insist on doing the right thing, and strive to do things correctly. He summarizes this as the equal values.

This division is the core values ​​of vivo and the most distinctive feature of this technology company.

Shen Wei once emphasized at the 2020s of the 2020th anniversary dinner:

"The corporate culture and values ​​that are divided into cores are the most important reason for our company to survive for 20 years. It is the only core competitiveness of our company today to be able to with the world -class enterprise PK."

It is from this core values ​​that vivo has obtained the methodology of buried the cause of the head.

It is also this methodology that allows vivo to stay away from the hustle and bustle of the market, return to the original intention of users, and create a series of explosive products such as vivo X, as well as the original Originos system.

In the end, in a low key, he grew into a top player in the Chinese mobile phone market.

【Adhere to long -termism】

Why do you adhere to the method theory of the values ​​and the cause of the buried head?

Because of the development of things and the evolution of technology, we must follow objective laws and cannot be achieved overnight. In the old Chinese words, I can't eat hot tofu.

Jim Collins has introduced the flywheel effect in his pioneering work "From Outstanding to Excellence".

Imagine a giant wheel weighing 2 tons, how can we turn it as fast as possible? At the beginning, you pushed hard, and it almost remained motionless.

Until a certain moment, it slowly started to rotate. Later, it turned faster and faster, almost unstoppable.

Observing the best companies in the world, their development almost follows the flywheel effect.

Amazon has accumulated a lot of cloud services before becoming the world's largest cloud computing manufacturer.

Similarly, Apple's strength is not overnight. Its operating system and graphic processing capabilities have begun to accumulate when Jobs founded Next and Pixar as early as the 1980s.

For decades, the cause of buried heads only in exchange for today's industry status.

So, how to bury the cause? In Shen Wei's view, it is first of all long -termism.

"Only by adhering to long -termism can we better maintain their normal mind and be more likely to do the right thing and do things correctly without being disturbed by short -term pressure and temptation."

Vivo, who insists on long -termism, has been buried in the past ten years and has continued to innovate in products.

From Vivo X1, which integrates Hi-Fi-class professional chips, to the world's first screen fingerprint mobile phone X20 Plus, to the X50 series equipped with Weimin Terrace, and X60 and X70 equipped with self-developed chips V1 and Zeiss lenses series. The birth of these records is the result of VIVO's long -standing place where users cannot see and insist on innovation.

Jobs once mentioned in his speech at Stanford University that because of the effect of harmony in future life, if he did not take the calligraphy at that time, there would be no beautiful fonts of Apple later.

The fact that vivo was planted at the beginning also finally came to the water and got fruit.

In order to grow a larger cause, Vivo also established the Central Research Institute in 2021, committed to tracking and pre -researching the cutting -edge technology of the global mobile phone industry, indicating the direction of products and technical planning for more than 3 years.

On this basis, vivo has formed an iron triangle research and development system from product planning, technical planning to technology pre -research.

Long -termism is not only a methodology. In Shen Wei's view, it also becomes the inertia of everyone's mind. This requires people to think in the long run and improve the ability to improve complexity.

To this end, vivo has established four long tracks of design, images, systems and performance, and ensures long -term investment in these technical directions.

The long slope and thick snow can roll out the snowball. Focus on the four long tracks and allow vivo to go all out.

Long -termism is not a single family.

Vivo has a simple mission -letting corporate interests continue to be happy.

In Shen Wei's opinion, vivo must deal with four -year -old relationships: consumers, employees, business partners and shareholders.

To this end, it is necessary to adhere to the win -win situation and give priority to the supplier, agent and other partners to make money.

Because of this concept, vivo and suppliers have maintained a benign relationship, and they can always obtain high -end components of the industrial chain as soon as possible, thereby enhancing product competitiveness.

[Adhere to design driver and user -oriented]

The most important thing is to return to the original intention and adhere to long -termism, and adhere to the user -oriented.

When it comes to the gap between domestic mobile phones and Apple, we are more often talking about chips and talking about iOS operating systems, but Apple is really powerful design drivers and user -oriented.

The design of Baohos, which turns into a simple, and the fresh and elegant Tiffany style ... makes Apple mobile phones scream.

This is the result of Apple's industrial design in Western developed countries for nearly a century.

It is essentially a deep thinking about human nature, and it is also the pursuit of beauty, the pursuit of achievement and joy, and the pursuit of self -meaning.

In contrast, it has just been completed in industrialization that it has only moved from the shortage of economy to a Chinese enterprise with an excess economy. The understanding of industrial design and user thinking is still a big gap compared to giant companies such as Apple.

Vivo is very clear and continuously improves its design ability.

In Shen Wei's view, technology is always improving, parameters are always changing, and only human pursuit of beauty. To this end, he even bluntly said:

Design drive is the key to becoming a great brand.

From this point, Vivo has upgraded corporate culture in 2021, writing "design -driven" into corporate values.

Design drive, essentially listening to users and bridges connecting technological innovation and user needs.

As Shen Wei said, "Design drive is not a designer drive. The most important manifestation of design driver is that we have to think about the meaning of the product, think about what we can create, what to change, and what to give."

In the past few years, the values ​​of this design -driven have been promoting Vivo to create a series of products such as X50, X60, X70, X80 in a simple, extreme, perfection and elegant way.

These products not only brought new experiences such as Weiyintai and Zeiss Images, but also made Vivo stand firmly in the domestic high -end mobile phone market.

The path that vivo has gone is a reference for other domestic mobile phone brands. From Shen Wei's speech, we may also understand the future of the Chinese mobile phone industry.

In the past ten years, domestic mobile phone brands have grown into a global mobile phone market, a force that cannot be ignored.

However, the popularity of Apple mobile phones in the domestic market undoubtedly reminds us that domestic mobile phone brands have a long way to go.

How to make the flywheel turn, from the scale to strong scale, and the transformation from excellent to great? Vivo's duty values ​​and methodology of buried causes have pointed out a path for us.

It turns out that it is impossible to seize the high -end market by the short -term doctrine such as the stack of hardware and the number of parameters, and it cannot achieve a great company.

If you want to achieve great achievement, you must give up short -term thinking, persist in buried heads, and adhere to long -termism. "Because of" is planted, "fruit" can be done.

【Reference Information】

[1] "Vivo Shen Wei's 50 thinking, help us understand the difference between China's lowest -key entrepreneurs"

[2] "Hugging users, pursuing the ultimate, creating surprise" vivo 20122 Xinchun speech delivered

[3] The 20th anniversary of the establishment of BBC Corporation

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