The product strategy benefit of “Same product in 3 series” is the high-end of low-end products and cost-effectiveness of high-end products.
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Text ｜ Special Observer Xu Wei
Edit ｜ Zhang Zhao
After watching the product release of Huawei P40 series, I fell into deep contemplation:
Why most of the parameters of P40 pro and P40 pro + are the same, but there are obvious differences between the housing materials and the camera components?
Why is the P40 pro + going to market in June?
Why does the P40’s screen use a non-mainstream 6.1-inch small size?
What are the roles of these three products in the P40 series?
I only speculate what the logic behind Huawei might do from the public information.
Do you know which iPhone11 series has the best sales? iPhone11, which is twice as much as the iPhone11 pro and iPhone11 pro max combined.
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Every company actually thinks in advance which product is the main product and which one is the assist when making a product strategy. Apple undoubtedly uses the iPhone 11 as the main product, just like Honda Fit and Volkswagen Golf. , Belongs to the strategic level single product.
In the past two years, Apple, Samsung, and Huawei have all adopted the product strategy of “Same Product in 3 Series”. I don’t know who copied it, anyway, the Big Three are doing it now (most likely from auto companies).
What are the benefits of this strategy? ——High-end low-end products and cost-effective high-end products.
Humans are perceptual and rational animals, and our cognition is actually very easy to be “misguided.”Compared to the P40 pro, the P40 is actually a low-end product. They are basically not comparable except for the name, but this is enough, which will make us think that the P40 is a high-end product.
The significance of P40 pro + is to make the P40 pro very cost-effective. The difference between the two is not very large, but the price difference is much (999 euros VS 1399 euros), so the P40 pro is very cheap. .
In this case, Huawei is quite proficient in consumer psychology: it anchors the high-end brand positioning of the entire P40 series with super high-priced pro +, giving the illusion that the P40 series represents Huawei’s highest level of technology (In fact, it only represents pro +), and then use brand sharing to transfer the brand potential energy to the relatively low-end P40 pro and P40 that you really want to take.
The above is the logic common to Huawei, Samsung, and Apple behind the “simultaneous 3 single product” strategy. But when it comes to specific levels, the three are different.
Look at Apple first. Why is iPhone11’s sales soaring, iPhone11 pro max second, and iPhone11 pro the worst? If you follow this principle, shouldn’t Huawei P40 sell the best and P40 pro sell the worst? I don’t think so.
The reason why iPhone11 is selling well is “high cost performance”. It focuses on the 5000+ price band and is priced much lower than the 8000+ pro version. It gives a larger screen area than the pro and has the same CPU chip as the pro So its cost performance is very good (compared with the iPhoneXR of the previous generation is even more obvious).
The reason why iPhone11 pro max sells well is “the best product.” For those who can afford a 12k phone, the price factor is not important. Good products are the most important. Therefore, “max” stands for ” “Best” to hit them.
The iPhone 11 pro will entangle most people. You say that its product is strong. Its screen is not as large as the iPhone 11. The price is very high. The price of 8, 9k is quite high. Why can’t afford people choose max? Therefore, it is not destined to be a model that can take volume. Personally, I think Apple’s positioning of the iPhone11 pro is a bit imperfect.
Looking at Samsung again, the S20 directly broke into the 7K price band. A small machine with only 6.2 inches, how can it compete with Chinese brands in the 7K price band? The answer is that there is no competition at all and the product power is insufficient. Moreover, compared with the 5k price band, the customer base of the 7k price band has dropped sharply. The iPhone 11 price band is obviously more practical than Samsung. S20 and iPhone11 pro are similar, both belong to chicken ribs.
S20+ pricing 8K, the product power is greatly improved compared to the S20, but the price has only increased a little, this single product should be the most popular one in the S20 series.
S20 ultra is priced at 10k, entering the price-insensitive consumer group range. The ruler of this range is actually Apple. iPhone11 pro max is the first choice. In addition to Apple max, Samsung and Huawei products in this pricing range are basically the same. No amount can be taken, mainly to play a role in raising the brand and raising the price anchor.
Looking at Huawei in the end, it also adopts a three-item strategy, but the Huawei P40 may have a better effect than the strategies of Apple and Samsung. Apple is 1.5 explosion models, iPhone11 is counted as one, max is counted as 0.5, and pro is a chicken rib. Samsung’s S20 + counts as one explosion model, S20 and S20ultra are chicken ribs.
Huawei may have two explosion models of P40 and P40 pro. Only P40 pro + is a chicken rib. In the end, whether you can make two explosions depends on the domestic pricing strategy. Huawei is very smart, and has given itself 10 days to observe the market response (the domestic price will be announced on April 7) and slowly figure out how to set the price.
Why do I think the P40 series may have two explosion models at the same time? Because the differentiation of the three products of the P40 series is very clear, it is not easy for consumers to have a “tangled” feeling. In other words, every consumer who buys it will be satisfied, and will not have a “second best” mood. I try to simulate the inner activities of consumers:
P40 pro +: “The price doesn’t matter. The most expensive mobile phone is more than 10,000 yuan. Buy the best one directly. Don’t spend time comparing it. Saving a few thousand yuan will not improve my quality of life. . “
P40 pro: “Although it is slightly worse than the version of pro +, it is actually very powerful, and it can fully meet my needs, and pay a few thousand yuan for a little better. , I do n’t think it ’s worth it. It ’s obviously a marketing method for businesses. I do n’t want to be cut. ”
P40: “Now there are large-screen mobile phones on the market, and girls are uncomfortable holding them. I think the 6.2-inch P40 screen is perfect. I always wanted to buy a small-screen phone with sufficient performance. P40 Satisfied me. (I will not tell you at all that I chose it because it was cheap) “
You see, because there is a clear enough differentiation between the three single-product products, consumers have no trouble choosing them.
P40 pro will undoubtedly be responsible for revenue, the product is extremely powerful, and its pricing and sales will not be low.
If the pricing of the P40 is consistent with the P30, I think it will take a lot of volume, because the number of consumers in the 4k price band is very large, and the small screen will become a selling point.
As for the P40 pro +, the sales volume can never be very large, but its assist value is great. Without its comparison, the P40 pro will not look so cost-effective.
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