On the 9th of this month, iQOO held the brand's 2nd Anniversary Cool Carnival in Beijing. As the iQOO brand's second anniversary party, this event invited hundreds of cool friends from all over the country. The scene combines visual enjoyment, sensory collision, and fashion trends. , audio-visual technology and other rich elements, and also set up product experience area, game interaction area, gift exchange area, cool customer group museum and energy supply station, etc. Gao Lu, general manager of iQOO China brand, iQOO product director Jian Zhong, iQOO product manager Song Ziwei and other familiar old friends also came to the event site. Through face-to-face communication with users, they not only shortened the distance with the cool customers, but also further explained the core of the iQOO brand to millions of cool customers— - "Born to be strong". The
iQOO brand was born in March 2019 and was born out of vivo. In the year before the iQOO brand was born, the full-screen form broke out. In this year, vivo frequently highlighted, accumulated a lot of money, and made great moves, such as APEX, NEX, NEX dual-screen version, APEX 2019 and other mobile phones were released to the market belt There have been a lot of surprises, and consumers have been impressed by the brand vivo. In 2019, the trend of concentration of leading smartphone brands has become more and more obvious, and mobile phone manufacturers have begun to explore more subdivided products such as gaming phones. In the market field, the combination of big brands and sub-brands began to appear, and G was also poised to take off. At this critical point, the iQOO brand was officially born.
Be friends with kuke, and be strong with kuke The smartphone market has always been short of brands and ideas. To "increment" in the stock market and open up new user groups, it is necessary to "differentiate" the product and make the consumer group think and recognize that the brand is different. Therefore, iQOO, which was born out of nowhere, started the road to breakthrough with the concept of "born to be strong".
iQOO aimed at the ultimate cost-effective line from the beginning. The first iQOO mobile phone was priced at 2998 yuan, which was 1 yuan cheaper than the price-performance benchmark Xiaomi 9 at the time. It became a dark horse in the market as soon as it was released. The first iQOO mobile phone brought a 44W ultra-fast flash charge, which was one of the fastest charging speeds in the industry at the time, charging to 50% in 15 minutes and 100% in 45 minutes, as well as Snapdragon 855, liquid cooling, pressure sensitivity Luxurious configurations such as buttons and RGB light strips are fully explained by the words born and strong.
At that time, consumers subconsciously wanted to "grab" cost-effective mobile phone products. At the beginning of iQOO's sale, it did experience a period of insufficient production capacity. However, iQOO is a standard "rich second-generation" business after all Because of the sharing of vivo's R&D system, production system and supply chain channel system, iQOO can quickly and flexibly adjust the production line of its own products according to market feedback, so that the production line that originally produced A mobile phones can be turned to new phones, thereby improving iQOO's performance. capacity. In terms of later production capacity, iQOO has full confidence. At that time, many media were also invited to visit vivo's factory in , Dongguan, , including iQOO's production line.
Soon, the iQOO brand has been recognized by a large number of users, and all iQOO users are affectionately called "kuke" by iQOO officials. What is a cool guest? Coolers are young people who pursue the ultimate performance and ultimate innovation. They are active in the mobile Internet and have a fanatical pursuit of digital products. They have the courage to try early adopters, dare to challenge the impossible and the limit, and are just as "born and strong" as iQOO. At the same time, iQOO believes that cool customers are not fans, but friends and family members of iQOO. There is a parallel hierarchical relationship between iQOO and users. Including all iQOO employees must become cool customers, treat users as friends, and integrate into the cool customer group, in order to truly impress consumers with their ideas, services, and products.
After understanding its user portrait enough, iQOO began to make rapid progress. In July 2019, iQOO Neo was officially released. iQOO Neo is a very "alternative" product. iQOO Neo was positioned as a light flagship. At that time, most mobile phones with the same positioning on the market were equipped with Snapdragon 700 series chips, and iQOO Neo resolutely Equipped with the previous generation flagship Snapdragon 845, it not only guarantees the attribute of the flagship machine, but also pulls the price of the flagship machine to 2,000 yuan. This kind of play similar to "Tianji horse racing" has won the joy of many cool customers.
One month later, the iQOO Pro 5G mobile phone was released. This is vivo's first consumer-oriented, mass-produced 5G smartphone. The strong genes are more and more obvious in this product. At that time, 5G mobile phones were still in their infancy, and there were endless discussions about the price of 5G mobile phones exceeding 10,000 yuan. The iQOO Pro 5G mobile phone was a 5G mobile phone product that consumers could buy at a solid price.
iQOO Pro 5G
You must know that iQOO Pro is also equipped with the most flagship configuration of the current Android mobile phone camp -
including Snapdragon 855 Plus processor, the latest photoelectric screen fingerprint technology, vivo FlashCharge 44W ultra-fast flash charging technology, NFC, superconducting Carbon fiber liquid cooling, up to 12GB LPDDR4X memory + 256GB UFS 3.0, Monster Touch 2.0 pressure-sensitive buttons, 4D gaming shock 3.0, Monster Halo 2.0 lighting effects, and more.
The birth of the iQOO Pro mobile phone has added a strong touch to the development of 5G mobile phones. I have to admit that the birth of iQOO Pro has really accelerated the process of popularizing 5G mobile phones to thousands of consumers. Relying on the 5G first-mover advantage, iQOO Pro 5G helped vivo to win the first 5G mobile phone sales in the third quarter of 2019, with a share of 54.3%, which means that for every two 5G mobile phones sold at that time, one was iQOO.
In February last year, iQOO 3 was released. As the first batch of commercial 5G in China and the second 5G mobile phone of the iQOO brand, iQOO 3 brought 5G dual-mode and n1/n3/n41/n77/n78/n79 six-band full With the support of Netcom, this product is still equipped with the flagship performance of the Three Musketeers (Snapdragon 865 + UFS 3.1 + LPDDR5), and has also upgraded the 55W fast charge. However, the lack of high screen refresh rate made many cool friends express unacceptable. iQOO brand president Feng Yufei’s Weibo flooded with emotional private messages from cool customers, criticizing, not understanding, and encouraging.
iQOO 3
Feng Yufei once told the media: "The overall sales results of iQOO 3 are not bad, meeting the expectations before the launch, but what makes me sad is that some users who have loved iQOO from the beginning have reported to me that iQOO does not understand them. Well, that's what bothers me the most."
Under the voice of cool customers for "high screen refresh rate", iQOO quickly brought the iQOO Neo3 mobile phone with 144hz high screen screen a month later. This is the third 5G mobile phone of the iQOO family, which not only makes up for the iQOO 3 The regret of the lack of high refresh rate brought the highest configuration of 144HZ high refresh rate at that time. With its excellent product strength, iQOO Neo3 once became the most popular flagship mobile phone at that time.
iQOO Neo3
htmlIn May, a new series of iQOO Z1 Released to locate the 5G popular mobile phone market, the iQOO Z1 is of great significance to the iQOO brand and even the entire 5G smartphone market. As the first model of the Dimensity 1000 Plus, the iQOO Z1 still continues the iQOO brand's "performance flagship" DNA. There is no shortage of luxury configurations such as Monster mode and 144Hz high refresh rate for e-sports players, and the more affordable price has further lowered the threshold for 5G mobile phones.
returns to 's original heart , and is the mobile phone brand
that knows the most cool customers in iQOO 5 Before the press conference, iQOO brand president Feng Yufei issued an open letter, chatting about the iQOO brand and revealing the future direction of iQOO. Feng Yufei emphasized in the open letter that iQOO still maintains its original intention and will be around cool customers and be the best cool customer
"Standing at today's time point, it is necessary for us to clarify the original intention of iQOO again: iQOO should surround the cool customers who love iQOO, and serve those who know the most about mobile phones and the Internet; we want to Bring products with extreme performance and first-class gaming experience to cool customers, be the mobile phone brand that understands you best, and make every encounter full of expectations.
This year, we have also upgraded iQOO's brand value proposition. We hope to deliver "the joy of exploration" to the vast number of cool customers through products with extreme performance and cutting-edge technology.iQOO hopes to bring users a first-class gaming-level experience while achieving "performance surpassing". The exploration we are talking about, on the one hand, means that iQOO will continue to explore and improve on the performance and e-sports track; Highlights. ”
iQOO 5 Pro
It is also from iQOO 5 that iQOO began to transform. On August 17, iQOO 5 series mobile phones were officially released, including iQOO 5 and iQOO 5 Pro. The iQOO 5 series is the iQOO brand In the past, iQOO was obsessed with "extreme performance", which may have led to partiality in some aspects, but through the iQOO 5 series, you can clearly feel that iQOO has begun a more balanced development, inheriting "extreme performance" and "" E-sports (every iQOO is a new KPL official game machine)" In addition to the two main tracks, the iQOO 5 series has more differences, including excellent high-value design, and good The camera performance not only ensures continuous performance release and large battery, but also achieves better feel and weight. Taking iQOO 5 Pro as an example, the first 120W FlashCharge ultra-fast flash charging technology adds some "black technology" attributes to the product At the same time, blessings such as plain leather craftsmanship, Samsung 120Hz super-vision flexible screen, GN1 outsole main camera, etc., make iQOO 5 Pro more high-end and pure. , These two phones are very thoughtful in terms of configuration and experience.The same configuration, the same parameters, the same function and even the same experience, this is a real problem that is difficult to avoid for many flagship machines on the market today. How to achieve differentiation and how to satisfy the discerning taste buds of cool customers? The iQOO brand obviously understands and understands the pain points of consumers better. The high-end process design of iQOO 7, Snapdragon 888, enhanced version of LPDDR5, and UFS 3.1 meet the flagship attributes, the standard 120W fast charge and the BMW "M" in design Elements emphasizes the inherent "fastness" of iQOO 7; the addition of "dual pressure, dual linear motors, and dual speakers" enriches the horizontal screen experience of iQOO 7 and strengthens the gaming properties of mobile phones.
iQOO Neo5 brings players a 120fps gaming experience with the advantage of the "independent display" chip. By increasing the frame of the game, the power consumption is reduced and the frame rate is improved. Some games that originally only supported 60fps, Neo5 can smoothly Play at 120fps, which even many Snapdragon 888 flagships can't do.
This year is the third year of iQOO's birth. After two years of layout and development, iQOO has achieved a complete product line layout, from iQOO flagship to Neo series, to Z series and U series, iQOO is fully blooming. Attitude meets the needs of cool customers at different levels. In the two years of growth, iQOO has always adhered to the brand concept of 'born to be strong'. Challenge the extreme and the impossible together.
At the beginning of this year, Feng Yufei, president of iQOO China, issued an open letter saying that no matter how the industry changes or the market, iQOO will remain the same. Ammunition sprint, product planning and new product rhythm will speed up, strive to stand firm in the high-end market, and spend three to five years sprinting into the first camp. This confidence and confidence of iQOO comes from cool customers, from iQOO's most sincere like-minded partners.
Reference:
Dialogue with Feng Yufei: iQOO returns to its original intention and is the product that understands "cool customers" best, one observes
A weak iQOO will die, and the tiger sniffs
