Who said Vivo can't take the high-end route? President Shen Wei's New Year's speech: bury oneself in the seeds of the cause and make the foundation evergreen

I believe that many small partners have a feeling that Vivo cannot take the high-end route. The domestic market has different demands for mobile phones, so the price of high-end mobile phones is not acceptable to everyone, so domestic brands cannot lose the development of the low-end mobile phone market, but Vivo has not abandoned the high-end market in the development of mobile phones. The X series is Vivo's high-end flagship series, So what is the key to the success of Vivo X series?

Who said Vivo can't take the high-end routePresident Shen Wei's New Year's speech: bury your head in the seeds and keep your foundation green

In 2019, Vivo also identified high-end strategy while clarifying its internal strategy.

The industry has entered a mature period and is also a consolidation period. High-end is a key breakthrough. Who can take the lead in establishing a position in the anxious competition pattern can be in a better position when the next stage starts. At that time, almost all head manufacturers turned their guns to the high-end market.

High-end strategy is the springboard for Vivo to enter the next stage, and it is a battle that must be fought. This battle is also a practice and verification of the clear methodology.

After the 2019 strategy was gradually clarified, Vivo also adjusted its product positioning. In the past, users do what they like, but building a brand requires a more distinctive product style and brand tone. It needs to strengthen the long board on the long track and eliminate the short board at the same time. That is to say, mobile phones are easy to use and have unique temperament. At the same time, Vivo has sorted out the product line, and the X series bears the heavy responsibility of high-end straight plate machine; Launch the Vivo X Fold to compete with more high-end folding machines.

Adherence to the long track is the key to the success of the Vivo X series.

Image is the key feature of the X series. In 2020, Vivo first applied the self-developed "micro cloud platform" anti-shaking technology in the X50 series. After the joint research and development of the X60 series and ZEISS, the imaging capability has improved by leaps and bounds again. The X70 series was first equipped with the professional imaging chip V1 independently developed by Vivo

Through continuous precipitation and accumulation, the X80 series has realized the process from quantitative change to qualitative change. Since its launch in April 2022, the X80 series has continued to win the sales champion in the price range of 3500-5000 yuan, and has continued to promote Vivo to maintain its leading position in the domestic high-end price range of 400-600 dollars, second only to Apple. Since then, the X90 has continued its brand potential, and it has been sold well since its launch at the end of 2022. The sales volume has increased by two times compared with the X80 in the same period, and the X90 Pro and X90 Pro+in the same series are four times as the X80 Pro in the same period.

"2022 is Vivo's' Year of High-end Breakthrough '. In this year, Vivo's high-end products have made historic progress, the company's long-term strategy has been steadily promoted, and the brand has also achieved a landmark leap." Shen Wei said in his speech

In the high-end battle, Vivo has accumulated more core competitiveness internally and reshaped its brand and user awareness externally. The victory of this battle is a test of Vivo's long-term methodology and also helps Vivo build confidence.

For example, the image long track, currently Vivo's image team has more than 1000 people, covering algorithms, hardware, tuning and other aspects. Based on continuous precipitation, Vivo officially released its own image strategy in October 2022, and image became the strategic control point of Vivo.

The formation of the image strategic control point and the success of the X series have once again verified the logic of "buried seed cause". The difficulty of strategy is to unify the cognition. Once the direction is clear, Vivo's organizational structure will coordinate with the strategic adjustment, unify the action, adhere to the direction, bury the seeds, and wait for the fruit to ripen naturally. As Yu Shicun said in "The Book of Time", "Young man, your responsibility is to level the land, not to worry about the time. You do things in March and April, and you will have the answer in August and September."

The market in the past three years is not good, and the next few years are not optimistic. Smartphones have not ushered in a new high-speed growth cycle, and are still in the red sea of competition. Kazuo Inamori said in the "Living Law" that the "living law" of the long-term ists is three things: optimistic assumption, pessimistic planning, and firm implementation. Shen Wei's expectation of Vivo is also the same: "Behind the achievements and growth, the future is still full of challenges. Vivo can only stay on the original aspiration, adhere to the long-term principle, have the courage to change and innovate, practice efficiency and cost reduction, and focus on the causes, so that the enterprise can remain sustainable."

Vivo's principle of lasting development

Shen Wei believes that the smart phone industry is in the early stage of a new round of technological innovation, and the major challenge facing the industry is that technological innovation is likely to slow down significantly, and the global and multi-dimensional complex environment will allow this challenge to continue for a longer period of time.

In the face of such challenges, Vivo's principle of lasting success is simply summed up in one sentence: bury your head in the cause and cross the cycle.

Vivo President Shen Wei delivered a new year's speech: He is deeply rooted in the cause and has a long history. I believe that Blueworks has a promising future in the high-end market. Now the mobile phone market is in full bloom, which is a good environment for healthy competition. So you can look forward to the new products of Vivo mobile phones in 2023.