Every brand view 丨 brand needs icing on the cake, and it is necessary to send charcoal in the snow

Just entering the "Golden Nine Silver Ten", the high -end smartphone market has been ignited by the new products of the two major brands. You sing and I debut. For a while, it was lively -September 6th, the highly anticipated Huawei Mate 50 series debuted; On September 8th, Apple's autumn new product launch conference was also held as scheduled, and officially released the same highly anticipated iPhone14 series mobile phones.

What do you think of the brand's "doorway" in the lively? Xunzi said: "Most of the changes, and the road is one." Zhuangzi also said: "It is not left to the Zong, it is called the heavenly man." Come to observe the changes, the so -called "changes are inseparable from its ancestors". No matter what brand, whether it is high-end, or just need, the "sect" of the brand is based on human needs as the core, and based on value-interest, mental-relationship as the basic point. In this way, you can see some differences in the two major mobile phone brands, and you can also observe the brand trend of high -end smartphones.

The brand should take human needs as the core

The brand is aimed at human needs. Starting from human nature, what are the differences between Huawei and Apple's two new products in terms of brand value and even the transformation of consumers' interests? What does the future of the high -end market of smartphones indicate?

The value of the brand lies in the transformation of interests, and it depends on whether the transformation of interests has responded to the pain point of consumers. People like icing on the cake, but the surprise often gives charcoal in the snow.

For high -end mobile phone brands, the value of the brand comes from technological innovation, and different technological innovation builds different values. In the new products released this time, both Huawei and Apple strive to present their technological innovation.

However, for consumers, they are sensitive that the brand value built by technological innovation of the two is the transformation of interests, is it "icing on the cake" or "charcoal in the snow"? Obviously, both Huawei and Apple are very good at insight into the needs of human nature and also aimed at the interests of consumers, but there are also subtle differences.

Determination of harm is human nature. Both Huawei and Apple focus on the interests of users with technological innovation. For example, the iPhone 14 Pro scene application has "a serious car accident that can be detected, and the initiative to call for help, and you can notify your emergency contacts", compared to the transformation of Huawei's security interests.

The first is personal safety. Huawei claims that the Mate 50 series carries satellite communication functions and supports the Big Dipper satellite news. It can always be used to send help and generate trajectory maps at any time to bring a sense of security. The second is information security. Huawei claims that the three centers of privacy, security, and application control based on Harmony OS 3, which allows privacy data to be visible and controllable. In addition, there is an automatic entering emergency mode at a low volume of 1%, supporting calls for 12 minutes, etc. to solve the urgent urgent user of users. The value points or interest points of these "giving charcoal in the snow" have become the support point of brand communication.

In contrast, the Apple iPhone14 series is mainly concentrated in the transformation of value-benefits, mainly focusing on the protection of body, screen experience, shooting resolution, information popping more eye-catching, saving the power of dark screen lock screens, etc., more focused on the focus, etc., and more focused on the focus. Above the product experience optimization, it has the nature of "icing on the cake".

The brand needs icing on the cake, and it is even more important to send charcoal in the snow. This is the fundamental reason why Huawei and Apple mobile phones are constantly upgrading and iteration, and they are also two different brand characteristics of two new products. This difference may be the key point of the high and low value of the technology innovation of smartphone brands in the future, and it will also become a commanding height of competition between high -end smartphone brands.

Huawei and Apple brand roads are different

In addition to value-interests, the needs of human nature also have mental-relationships. The former reflects the hard power of the product brand, while the latter reflects the soft power of the product brand. For Huawei and Apple, their important soft power is the loyalty of the brand, that is, they all have very strong and solid user groups.

According to media reports, on the day of the launch of the new product launch conference, more than 10 million people "watch"; the number of reservations soared to 2.45 million instantly; many Huawei experience stores even lined up 3 kilometers of long dragons; about the design of Apple Phone 14 mobile phones. The topics such as functions, price, etc., quickly occupied hot search, which caused heated discussions. The pre -sale was said to collapse at the beginning.

In terms of user mind and emotional relationship, Huawei and Apple also have their own excellence, and they are undergoing subtle changes.

In the Chinese market, Huawei is near the water tower, in fact, it possesses the time of time, especially in the trend of the trend of the national tide, young consumer groups are becoming more and more culturally confident. The mental trust and intimate relationship between domestic products and Chinese people is undoubtedly increasing day by day. This is due to the rapid advancement of Chinese companies in the level of technological innovation and industrial chain. It originated from the high degree of integration of Chinese brands in technology, humanities and art presentation, which originated from the improvement of Chinese products in texture, emotion and beauty. It is manifested in the mobile phone brand, which is the configuration balance of the product experience and the smooth system, the price of the consumer experience, the after -sales coverage of the service experience, the more projects in the value -added service, and the emotional identity in the cultural experience.

Former Prime Minister of Japan, Zeng Kanghong once said: "In international exchanges, Sony is my left face, Toyota is my right face." This is a brand promotion language, and it is also an emotional identity of a brand. Today, Huawei has also become the "business card" with core competitiveness and sustainable development in domestic brands, and has become the proud "face" of many people. Of course, how to break through, from Chinese brands to global brands is the homework that Huawei mobile phones need to do.

The opposite of Apple mobile phones, as an international brand, emphasizes the leadership of lifestyle and fashion trends. For example, the interactive design of the PRO model "smart island" this time makes people shine. This is the brand concept of Apple, and it is also where the fruit fans are talked about. Under the closed ecology of Apple, it seems that it has intelligent, convenient, and a fashionable way of life. This is the brand loyalty that fruit fans are willing to pay for it. This brand loyalty based on design concepts and lifestyles, with Huawei's brand loyalty based on cultural identity and emotional connection, is obviously different brand roads.

Of course, in the final analysis, the product power is "charcoal in the snow" for the high frequency of mobile phones, and the others are "icing on the cake". It must also be pointed out that the brand is the product of long-termism under value-oriented. Therefore, in terms of value-interest, Lu Yao knows horsepower, and in terms of mental-relationships, it has been seen for a long time. The competition of the brand is a multi -dimensional competition, which is based on the core competitiveness and sustainable development of the underlying logic of the brand.

Daily Economic News

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