First line vivo Ni Xudong: 19 5g mobile phones released in one year, 2021 mentality returned to zero

2020年，手机市场未能摆脱新流行病的影响。虽然下半年国内市场有所好转，但全球市场继续下滑。

In 2020, the mobile phone market failed to escape the impact of the new epidemic. Although the domestic market improved in the second half of the year, the market continued to decline globally.

中国信息技术研究院最新数据显示，2020年1-11月，智能手机累计出货量2.71亿部，同比下降21.1%。期间，国内市场5g手机累计出货量达到1.44亿部，5g手机逐渐成为主流。

According to the latest data of China Academy of information technology, from January to November 2020, the cumulative shipment volume of smart phones was 271 million, a year-on-year decrease of 21.1%. During the period, the cumulative shipment of 5g mobile phones in the domestic market reached 144 million, and 5g mobile phones gradually became the mainstream.

对于2020年的维梧，倪旭东总结为一年的思考、总结和重新开始。"2020年是我们停下来思考的一年。智能手机产业发展太快了。现在又到了一个新的十字路口。流行病给了每个人一个冷静下来的机会。"他说。

For vivo in 2020, Ni Xudong summed up as a year of thinking, summing up and starting again. "2020 is a year for us to stop and think. The smartphone industry is running too fast. Now it's at a new crossroads. The epidemic gives everyone a chance to calm down. " He said.

在此背景下，维梧在2020年提出了"简约愉悦"的品牌精神，其实质就是关注人们的真实感受和需求。

In this context, vivo put forward the brand spirit of "simple and pleasant" in 2020, whose essence is to pay attention to people's real feelings and needs.

"如果用户在使用我们的手机时比较开心，哪怕是在某个时刻，他们也能在这款手机'诞生'之前感受到我们设计师的用心。此时此刻，他们可以穿越时空产生心灵共鸣。如果他们有这样的心，他们能理解我们的技术和设计，那么他们就会真正理解人，而我们的设计也会更好的达到初衷。"倪旭东说。

"If users are more happy when using our mobile phone, even at a certain moment, they can feel the intention of our designers before the" birth "of this mobile phone. At this moment, they can cross time and space to produce a spiritual resonance. If they have this kind of heart, they can understand our technology and design, then they will really understand people, and our design will be better The original intention has been achieved. " Ni Xudong said.

"智健"的核心理念是围绕"智健、智悦"的品牌形象设计，牢固树立"智健、智悦"的核心理念。来自第三方的数据显示，维梧已经连续8个月在中国手机市场份额排名第二。

Around the brand central idea of "Zhijian Zhiyue", vivo has firmly established the strategy of continuous investment in "four long tracks" of design, image, performance and system. Data from third parties show that vivo has been ranked second in China's mobile phone market share for eight consecutive months.

频道："总部+代理商"

Channel: "headquarters + agent"

在过去的一年里，这一流行病对所有行业的线下渠道造成了严重损害。作为维梧的核心竞争力之一，线下渠道的影响是不可避免的。

In the past year, the epidemic has caused heavy damage to offline channels of all industries. As one of the core competitiveness of vivo, the influence of offline channel is inevitable.

对此，倪旭东表示，"总部+代理"的商业模式在我们和代理合作伙伴之间形成了牢固的文化共同体和命运共同体，这也是我们抵御外部风险的有力保障。

In this regard, Ni Xudong said that the business model of "headquarters + agency" has formed a solid cultural community and a community of destiny between us and our agency partners, which is also a strong guarantee for us to resist external risks.

据悉，维梧目前拥有超过20万家线下门店，其中包括近4000家体验中心。

It is reported that vivo currently has more than 200000 offline stores, including nearly 4000 experience centers.

产品：19部5g手机

Products: 19 5g mobile phones

双品牌运营是中国手机市场的一道独特风景。近十年来，出现了众多的双品牌，但成功的却寥寥无几。

Dual brand operation is a unique landscape in China's mobile phone market. In the past decade, numerous dual brands have emerged, but few of them have been successful.

对于vivo和iqoo，倪旭东表示，作为vivo品牌的高端旗舰，vivox系列定位为"专业形象旗舰"，专注于"专业形象"和"设计"。Iqoo专注于"性能"和"竞争体验"，其主要用户是年轻的极客。

For vivo and iqoo, Ni Xudong said that as the high-end flagship of vivo brand, vivo X series is positioned as "professional image flagship", focusing on "professional image" and "design". Iqoo focuses on "performance" and "competitive experience", and its main users are young geeks.

他进一步表示，"其实从用户的角度来说，每个人的需求都是不同的，所以我们需要平衡技术认知和用户洞察两个维度，帮助用户做出选择，降低购买成本、选择成本和使用成本。"

He further said, "in fact, from the perspective of users, everyone's needs are different, so we need to balance the two dimensions of technology cognition and user insight to help users make choices and reduce their purchase cost, choice cost and use cost."

在5g产品方面，维梧在2020年将更加积极。据了解，5g授权后一年内，维梧已经发布了19款手机，价格从1000元到6000元不等。目前，维梧已开始6G的研发布局。

In terms of 5g products, vivo will be more aggressive in 2020. It is understood that within one year after 5g licensing, vivo has released 19 mobile phones with prices ranging from 1000 yuan to 6000 yuan. At present, vivo has started the R & D layout of 6G.

对于以客户为导向的策略，倪旭东表示，最好的策略就是改变客户的需求。

As for the customer-oriented strategy, Ni Xudong said that the best strategy is to change the customer's demand.

技术：增加图像能量

Technology: add image power

在技术层面，携手蔡司最近引起了网友的关注。新发布的X60系列配备了维梧蔡司关节成像系统。

On the technical level, joining hands with Zeiss has attracted the attention of netizens recently. The newly released X60 series is equipped with vivo Zeiss joint imaging system.

维梧与蔡司的牵手关系与华为与徕卡的联姻非常相似。凭借近175年在光学领域的深厚积淀，再加上维梧在手机生产、研发和制造方面的丰富经验，蔡司终于让X60系列拥有了强大的成像品质。此外，双方的合作还将继续探讨成像系统未来的发展方向。

The hand-in-hand relationship between vivo and Zeiss is very similar to the marriage between Huawei and Leica. With nearly 175 years of deep accumulation in the optical field, combined with vivo's rich experience in mobile phone production, R & D and manufacturing, Zeiss finally makes the X60 series have strong imaging quality. In addition, the cooperation between the two sides will continue to explore the future development direction of imaging system.

倪旭东表示，基于传统光学与数字新技术的协同与互补，双方希望以此次战略合作为起点，开启移动成像新时代。

Ni Xudong said that based on the synergy and complementarity of traditional optics and new digital technology, the two sides hope to take this strategic cooperation as a starting point to open a new era of mobile imaging.

腾讯讯讯"一线"记者从该频道了解到，维梧X60此次上线50元押金金额是同期上一代X50的两倍，是线下的1.9倍。

Tencent News "first line" learned from the channel that the amount of 50 yuan deposit on vivo X60 online this time is twice that of the previous generation X50 in the same period, and 1.9 times that offline.

另一方面，维梧独创的微动云台防抖技术已进入第二代。在极大提高智能手机抗抖射击能力的同时，也引起了手机行业对5g可视电话的重新审视。作为系统长轨能力的首次亮相，维梧新推出的手机操作系统originos进一步提升了其差异化竞争力。

On the other hand, vivo's original micro pan tilt anti shake technology has entered the second generation. While greatly improving the ability of anti shake shooting of smart phones, it also caused the mobile phone industry to re-examine the 5g video phones. As the first appearance of the system's long track capability, vivo's new mobile phone operating system originos further enhances its differentiation competitiveness.

官方数据显示，维梧在设计、影像、5g、AI等领域拥有专业人才储备。目前公司70%的员工从事研发工作，总体研发人员已超过1万人。全球研发网络覆盖东京、日本、圣地亚哥、深圳、东莞、南京、北京、杭州、上海、台北等地。

According to official data, vivo has a reserve of professional talents in design, imaging, 5g, AI and other fields. At present, 70% of the company's employees are engaged in R & D work, and the overall R & D personnel have exceeded 10000. The global R & D network covers Tokyo, Japan, San Diego, Shenzhen, Dongguan, Nanjing, Beijing, Hangzhou, Shanghai, Taipei, etc.

展望2021：成为离用户最近的手机品牌

Prospect 2021: become the nearest mobile phone brand to users

时代在变，用户的需求也在变。对于已经开始的2021年，倪旭东表示，2021年维梧将归零，坚持以用户为导向的初衷，努力成为离用户最近的手机品牌。

The times are changing, and so are the needs of users. For the year 2021, which has already begun, Ni Xudong said that in 2021, vivo will return to zero, stick to the original intention of user orientation, and strive to become the nearest mobile phone brand to users.

面对竞争，倪旭东表示，自己应该坚定地拥抱竞争，因为竞争可以迫使创新，为用户提供更好的产品。如苏轼《风平浪静》里面的两个字，"一滴雨滴为生"，"不下雨，就没有阳光"。也就是说，只要产品完成，就会有防风防雨的雨衣。

In the face of competition, Ni Xudong said that he should firmly embrace competition, because competition can force innovation and provide users with better products. Such as Su Shi's "calm storm" inside the two words, "a raindrop for life", "no rain, no sunshine.". It means that as long as the product is finished, there will be raincoat that can resist the wind and rain.

Link：https://new.qq.com/omn/20210101/20210101A06E0400.html

update time：2021-01-01 14:30:54