Huawei nova8 series: Vlog videophone "new species"

In the 5G era, mobile video images became the first deterministic "explosive application".

This can be clearly seen from the following data:

1) According to the report released by UESTracker, in the first half of 2020, short video applications accounted for nearly 1/3(3 1.9%) of the total usage time of smartphones in China.

2)QuestMobile data shows that in the first half of 2020, the number of MAU (monthly active users) for myopia applications in China has reached 852 million, and the penetration rate is close to 74%. Among them, the average monthly usage time of short videos by post-90s users has exceeded 1000 minutes, and the average monthly usage times have exceeded 250 times (more than 8 times per day).

From this perspective, moving images and videos can be said to be the "first hardcore demand" of mobile phone users in China. It can be said that Vlog video (young mobile phone user market) is the best in the world.

It is not uncommon for mobile phone companies to launch "videophone". Why does Huawei nova8 get the "preference" of young users?

Nova series, as a "trend flagship" series created by Huawei for young users, has shown "special case" genes since the birth of the brand, such as the innovative direction of "selfie" image determined from the first generation of products.

For example, the first generation of Huawei nova released in September 2006+2065438 was equipped with the industry-leading front-facing 8 megapixel camera at that time, and the advantage of "computing images" that Huawei has begun to show: Beauty 2.0+ Beauty 3.0 function, which supports the "charm mode" set by users themselves.

Huawei nova2 released on 20 17 directly upgraded the front camera to 20 million pixels, and adopted the design of F2.0 large aperture+large size sensor. With intelligent color temperature fill light technology and beauty 4.0 intelligent algorithm, it can bring users a "full scene+full time" selfie experience. Since this generation of products, nova has established a strong user reputation as a "selfie artifact".

Nova3 series released on 20 18 is a big step in the innovation of self-timer technology in the mobile phone industry. For example, it is the first time to use the NPU neural network unit carried by Kirin 970 in the front camera to realize "AI portrait selfie". Under the hardware blessing of 24-megapixel+2-megapixel dual front lens, Jackson Yee, spokesperson of Huawei nova series, showed a "poster-level selfie" that can print 2m x 1.5m accuracy at the press conference.

The front camera of Huawei nova4 adopted the top 25-megapixel Sony IMX576 sensor in the industry at that time, supported hardware-level HDR Pro shooting, upgraded AI micro-plastic beauty, video beauty, AI scene recognition and other functions, and infiltrated beauty algorithms into video applications. Since this generation, nova has been equipped with AI video expert function, which allows users to automatically edit videos with one click and quickly share them with Vlog.

The nova5 series released by Huawei 20 19 has achieved another important breakthrough in the self-timer technology of the nova series. The front camera has reached 32 million cameras. With the support of AI computing power of Kirin 8 10 chip, the technological innovations of "map calculation" such as AI image recognition and algorithm intelligent call in the previous mobile phone industry are put into the front camera for the first time, and the function of "portrait self-portrait at night" is realized. At the same time, nova5 series has also taken an important step in the application and ecological innovation of video selfie: front support for AIS intelligent anti-shake shooting, video beauty, AI body shaping, AI video color preservation and other functions; Cooperate with the national K song to launch the smart Huawei AI bel canto function; And provide AI video editing and one-click sharing functions for Vlog users.

He Gang, president of Huawei's consumer business mobile phone product line, left a deep impression on the industry and users at the nova5 series conference: "Since the nova5 series, Huawei is no longer satisfied with inheriting flagship machine's imaging technology, but should focus on innovation aimed at the needs of young users."

Huawei nove6 series has three self-timer features: 105 super wide-angle self-timer, front 32 million autofocus and 32 million portrait super night scene 2.0, which is also a common pain point for Vlog users nowadays.

The nova7 series released by Huawei in April 2020 adopts a front-mounted 32 million autofocus lens, which has significantly improved the computing power of AI chip and moving image algorithm. Equipped with portrait Super Night Scene 3.0, it can achieve precise focusing from 20cm to 1.5m, including facial focusing and accurate eye tracking, and night vision glasses are added to reflect light. "No matter how you shoot, there is a god." Huawei nova7 Pro also won the first place in the self-portrait evaluation of DxOMARK at that time.

From this point of view, there are two key reasons for the success of Huawei's nova series: First, it is based on in-depth insight into the pain points of young users in self-portrait beauty, Vlog creation, moving image sharing, etc., and on this basis, through the aggregation of many core technologies, it can meet the pain points of users and continue to create an experience that exceeds users' expectations; Second, the product positioning is highly compatible with the young target user group. Through the innovative iteration of several generations of products, the "city wall mouth" has been intensively filled.

In fact, this is also Huawei's successful play in the flagship markets of Mate series and P series. Huawei nova spent four years and eight generations of products focusing on this, and finally gained a strong series of brands and user reputation on self-timer images, and integrated it into the innovative blood of nova as a product gene.

Market sales also fully confirm this point: in April this year, Huawei revealed a sales data: the number of nova users worldwide exceeded 65.438+0.45 billion. Compared with 65.438+0.25 billion in February, 2065.438+09, the number of nova users has increased by more than 20 million in about three months, which is equivalent to an average of 5-6 million new nova users every month. The latest data shows that in the third quarter of 2020, Huawei's nova7 series 5G mobile phones won the first place in the national mobile phone sales.

This continuous explosive growth trend of creative ability and accelerated iteration has fully established nova's strong "trend flagship" position in China's young user market, and continuously consolidated its strong user reputation as a "selfie artifact".

In every era, young people have unique ways of thinking, social communication and expression. For example, from previous letters to BBS and blogs in the Internet era, to Weibo, WeChat and mobile QQ in the mobile Internet era. With the popularity of 5G, the selfie favored by young users has evolved from a photo to a video. Vlog is not only a way of self-expression, but also a social language.

The war between Tik Tok and WeChat video number and the intensive launch of "video phone" by mobile phone companies confirm this point.

But for Vlog users, most of them still use cameras or micro-sheets to shoot during the creative process. Although the picture quality is guaranteed, they can't record their lives and short-term creations anytime and anywhere, which is a high threshold for mass users. If you use a mobile phone, you will find a series of problems that are difficult to solve, such as "the selfie face is too big, the picture is easy to shake, the picture is not beautiful enough, the radio is not strong enough, and it is difficult to shoot and cut".

Huawei's nova8 series can be said to be a professional Vlog creative mobile phone aimed at the above-mentioned user pain points and Vlog scenarios, and it has created a new category of "Vlog mobile phone" because of the newly defined "three elements of Vlog mobile phone".

First, the front 100 super wide angle shows the "golden face ratio" of self-timer.

At present, the rear lens of most smart phones has achieved a good wide-angle imaging function, but in the front video shooting, it is actually the user's "just need": because the front self-timer video often competes with distant users, wide-angle can capture more scenes and people, but it will also involve the image distortion caused by wide-angle.

Huawei's nova8 Pro mobile phone is equipped with a Vlog video dual lens (32-megapixel super wide-angle video lens+16-megapixel portrait lens) to realize the front viewing angle of 100 Vlog, which not only can shoot more content, but also can be upgraded by AI algorithm, allowing users to achieve the video imaging effect of "golden face ratio" in Vlog selfie. In other words, the self-timer screen is "small in face" and there will be no image distortion. After matching Huawei's unique AI beauty algorithm, young users can easily get their favorite Vlog imaging effects, providing more inspiration and space for later creation.

This not only makes Huawei nova8 series the first choice shooting equipment for more Vlogger, but also is expected to become the next pre-video trend in the industry.

Second, super anti-shake keeps Vlog away from the "plug-in" micro-pan/tilt.

Image jitter in video shooting is a problem that all video shooting equipment will encounter, so many Vlogger will buy another miniature pan/tilt, and the cost ranges from several hundred to tens of thousands. In 20 18, a "mobile phone movie" shot by Apple used mobile phones, including a large number of "external devices" such as hand-held stabilizers, Beastgrip brackets and adapter rings. But for many mass users, this is neither economical nor practical, which is far from the original intention of Vlog to "record your mood at any time".

Huawei nova8 Pro is equipped with the industry-leading Huawei innovative AIS super anti-shake algorithm, which supports AI face stable tracking, AI motion detection and spindle motion compensation. Especially in the shooting scene of 1X, stable shooting results can be obtained whether shooting in moving or running, skateboarding and other sports scenes. Happiness, freedom, no burden, this is the application of Vlogger in the creative process.

Thirdly, the 3Mic stereo radio realizes "omnidirectional 5-meter pickup" and "audio zoom".

Wireless microphone is a "must-have" for professional Vlogger to go out, but it also faces portability problems, and it will also appear "deliberate" in many interview scenes, making the other party nervous or even "embarrassed". However, in the process of shooting, ordinary smart phones often record environmental noise, which makes post-processing very difficult and the film quality decreases. Huawei nova8 Pro is equipped with three omnidirectional microphones on the top, bottom and back of the mobile phone. Coupled with the self-developed AI sound algorithm, software and hardware work together, no matter which direction you speak, it can clearly receive the sound and suppress the environmental noise within five meters.

Huawei's nova8 series also has a "stunt": audio zoom. With the progress of Huawei's nova8 Pro zoom lens, the distant sound is gradually amplified, which is very prominent in many Vlog shooting scenes and can bring the audience an immersive feeling.

For example, in terms of system image innovation, Huawei nova8 Pro supports functions such as front Vlog dual-lens video shooting, picture-in-picture video 2.0 in the foreground and background, and unique Vlog self-timer functions with strong user perception and experience such as beauty+slow motion, beauty+delayed photography and beauty+background blur. In a dark environment, when users record selfie videos, Huawei nova8 Pro supports circular fill light for screen video, so it is easy to shoot portrait beauty and detailed night selfie videos without additional fill light. At the same time, with the dual-domain joint noise reduction technology independently developed by Huawei, the video noise reduction ability is improved by 20% (Huawei laboratory data).

At the same time, Huawei's nova8 series comes with its own video creation application, and multiple video story creation templates are built in. Users can generate Vlog videos with one click, and even "Xiaobai" users can easily edit Vlog movies and share them quickly.

On the hardware level, Huawei nova8 series with Huawei FreeBuds Pro Bluetooth wireless headset supports recording with frequency response range of 20Hz-20KHz. The high-definition radio experience obtained by Vlogger will be improved continuously, and they can enter the editing and creative state at any time without worrying about being disturbed by outdoor and other environmental factors.

From this point of view, Huawei nova8 series provides a "professional Vlog" imaging system based on Huawei's core image and technical advantages through deep integration of software and hardware. For most users, there is no need to buy additional Vlog external devices. The three capabilities of "100 ultra-wide-angle, ultra-anti-shake, and 3Mic stereo radio" are very prominent under the support of the whole system, which accurately meets the needs of Vlogger's pain point use and scene creation, forming a very obvious "benchmarking" capability and standard threshold.

This is also an important reason why Huawei nova8 series has the definition of "Vlog mobile phone".

The success of Huawei's nova series has once again verified an industry law: in the face of technological innovation and user experience improvement, the market will never be saturated.

Before the birth of nova series, Huawei's brand image of "Technology Man" was widely accepted by the public. On the one hand, it is Huawei's long-term strong technical investment and employee temperament, on the other hand, it is the hard-core configuration of the whole mobile phone industry in China.

Huawei nova series took four years, which not only quickly changed the inherent cognitive label of Huawei brand in the mass market, but also gained the preference and recognition of a large number of young fashion users. On the one hand, it greatly enhances the connotation richness of "trend+fashion" of Huawei brand beyond the "strong label" of science and technology; On the other hand, it also gives China mobile phone market a "trend flagship" series with distinctive features and strong self-portrait reputation.

From "selfie artifact" to "Vlog mobile phone", behind it is not only Huawei's insight and understanding of young users, but also a "leap forward" in product innovation. Equally important, under today's external pressure, Huawei's nova8 series can arrive as scheduled, still maintain strong product innovation leadership and genetic evolution, and even create a new category here, which is a very "nova" answer in itself.

Youth means never giving up. It means being young against the wind and loving freedom.

Whether it is a successful enterprise or a successful brand, it is not only a product and experience, but also a spiritual transmission and mutual recognition of values.

As He Gang said at the press conference: "No matter how the world changes, nova's initial heart will not change. The stars are immortal, the dream is ahead, and the new star is always the brightest star. "

This is the confidence that Huawei is "together" with young users and the most affectionate expression of nova.