Celebrity endorsements of financial products must be careful, and financial consumers must treat celebrity endorsements rationally, and effectively guard against financial traps.

On April 22, the Consumer Rights Protection Bureau of the China Banking and Insurance Regulatory Commission issued the second issue of 2021 risk warning, reminding financial consumers to treat celebrity endorsements rationally, to “three look and one prevention”, and to effectively prevent financial traps.

The China Banking and Insurance Regulatory Commission stated that when consumers choose financial products or services, they should not blindly believe in celebrity endorsements, and should treat the products or services of “star endorsements” rationally. We must insist on rational investment and value investment. It is not advisable to pursue “quick money” blindly, and we must abandon the concept of getting rich overnight. Be cautious about financial products that promise higher-than-average returns, and don’t believe in false propaganda such as high returns and risk-free.

In recent years, with frequent P2P thunderstorms, many celebrities who have endorsed P2P products have also become the focus of public opinion. There are also endless debates about whether celebrities should be responsible for the endorsed P2P products and whether they should participate in compensation. The China Banking and Insurance Regulatory Commission emphasized this time that celebrities and other public figures should abide by the “PRC Advertising Law” and other laws and regulations, and must not recommend or certify unused products or unreceived services, and must not know or know that advertising is false Still make recommendations and proofs. Before accepting endorsements, it is necessary to check whether the endorsement agency has legal qualifications, and whether the endorsed products and services are true in content and meet regulatory requirements.

Supervisory breakdown of the five common models of celebrity endorsement financial products

In recent years, with the rapid development of network technology, various Internet platforms and wealth management investment products have emerged one after another. Some institutions have invited celebrities to endorse promotion or platforms. Problems such as excessive publicity, promised high returns, and misleading publicity have seriously damaged financial consumption. The legitimate rights and interests of the person.

The China Banking and Insurance Regulatory Commission stated that currently, celebrities endorse a wide variety of Internet platforms or financial products, and there are roughly five common models:

One is to endorse the P2P platform. In recent years, platforms endorsed by celebrities have exploded, causing participants’ funds to be damaged.

The second is to endorse products suspected of illegal fund-raising. For example, the “Zhongjin Group” fund-raising fraud case has caused more than 10,000 investors to suffer capital losses.

The third is to speak for the Internet financial platform. The network platform is more convenient to operate, but it is also prone to problems such as risk warnings and insufficient insurance notification. Consumers should not ignore risk notifications due to celebrity endorsements.

The fourth is for financial products and platforms. For example, “Pan Asia Nonferrous” once invited a scholar to attend an event, using the aura of celebrities to mislead the public in consumption.

The fifth is to endorse certain types of products or the overall brand of bancassurance institutions. For example, celebrities act as bank credit card promotion ambassadors or publicity ambassadors.

In addition, the China Banking and Insurance Regulatory Commission proposed that some fans have no bottom line to chase stars, and irrational star-chasing behaviors such as raising funds for celebrities have also been used by criminals, causing some fund-raising chaos. Others use the celebrity effect to over-market and induce over-consumption and over-consumption, which may lead to problems such as excessive debt and violent collection.

The China Banking and Insurance Regulatory Commission emphasized that spokespersons and financial product suppliers should perform their responsibilities in compliance with laws and regulations. On the one hand, financial product suppliers should effectively regulate the financial marketing and publicity activities of their institutions and partners. Market operating entities that have not obtained the corresponding financial business qualifications must not carry out marketing and publicity activities related to the financial business; they must not use fraud or attract others. Marketing and promotion of financial products or financial services in a misunderstood manner; no guarantee promises regarding the future effects, returns or related conditions of the asset management products shall be made, and no explicit or implied guaranteed principal, no risk or guaranteed return shall be made.

On the other hand, celebrities and other public figures should abide by the “Advertising Law of the People’s Republic of China” and other laws and regulations, and must not recommend or certify unused products or unreceived services. Make recommendations and proofs. Before accepting endorsements, it is necessary to check whether the endorsement agency has legal qualifications, and whether the endorsed products and services are true in content and meet regulatory requirements.

Don’t blindly believe in celebrity endorsements, and be careful when you “call” young people

In response to the above-mentioned chaos, the China Banking and Insurance Regulatory Commission reminds financial consumers that financial product information is highly asymmetry and professional. If the spokesperson himself does not distinguish the endorsement product qualifications and does not understand the product risks, it may cause misleading publicity risks. Financial consumers should treat celebrity endorsements rationally, not blindly believe in celebrity endorsements, and should rationally treat the products or services of celebrity endorsements, so as to achieve “three look and one prevention” to effectively guard against financial traps.

The so-called “three look and one prevention” mainly include the following four aspects:

The first is to see whether the institution has obtained the corresponding qualifications. The financial industry belongs to the franchise industry, and it is not allowed to operate without a license or to operate financial business beyond the scope.

The China Banking and Insurance Regulatory Commission reminded that consumers should choose formal institutions and formal channels with corresponding financial business qualifications to obtain financial services. You can log on to the website of the financial supervision department and the website of the industry association to inquire about the relevant information of the institution, or verify the qualification of the institution with the local financial supervision unit.

The second is to see whether the product meets its own needs and risk tolerance. When consumers purchase financial products, they must understand important information such as product types, terms, risk levels, notifications and warnings, and choose appropriate financial products based on their own needs and risk tolerance.

“We must insist on rational investment and value investment. It is not advisable to pursue’quick money’ blindly, and we must abandon the concept of getting rich overnight.” The China Banking and Insurance Regulatory Commission emphasized.

The third is to see whether the income is reasonable. Investment and financial management risks and benefits coexist. Consumers should pay attention to whether they disclose risks and benefits truthfully in the face of marketing and promotion to prevent misleading or fraud. Be cautious about financial products that promise higher-than-average returns, and don’t believe in false propaganda such as high returns and risk-free.

The fourth is to prevent excessive borrowing. Look at advertising and publicity such as loan consumption and financial investment rationally, maintain a rational financial concept, and do not blindly follow the trend of consumption, lending and investment.

The China Banking and Insurance Regulatory Commission emphasized that young people, in particular, should be sensible in responding to fan support, borrowing and chasing stars, and beware of financial traps such as illegal fund-raising.

Do a good job in dealing with P2P stock risks in three aspects

In recent years, with frequent P2P thunderstorms, many celebrities who used to endorse P2P products have also become the focus of public opinion. Stars such as Lang Lang, Tang Yan, Wang Han, Du Haitao have “stepped on thunder” as P2P endorsements. There are also endless debates about whether celebrities should be responsible for the P2P products they endorse and whether they should participate in compensation.

According to previous reports from many media, attorney Song Yixin, a partner of Shanghai Hanlian Law Firm, stated on “Tencent News Related Topics” that from the level of legal liability, there are two aspects.

First, if there is fraud in the products (including financial products) and services (including financial services) purchased or consumed by the victim, the victim should undoubtedly be held accountable from three aspects: criminal sanctions, administrative supervision, and civil claims. If there is no fraud in itself , According to the principle of de-rigid redemption, the company can only liquidate the company’s existing assets or even go bankrupt.

Second, if the relevant product has celebrity endorsements, according to the Advertising Law and other laws and regulations, check whether there are any false advertising and publicity, and there are endless and reasonable inspection obligations (as far as the scope of its ability is concerned, such as whether the agency product is legal Approved products, etc.), if not, the celebrity will not bear the responsibility after endorsement. If there is, it depends on the degree of infringement of the false advertisement and decides whether it should bear the responsibility for withdrawing the endorsement fee.

In January this year, the Beijing Chaoyang District Financial Dispute Mediation Center issued an announcement stating that some online lending institutions have hired well-known entertainers and public figures as advertising spokespersons for illegitimate gains, and used their influence to attract investors to buy illegal financial products. The above-mentioned advertising spokesperson failed to fulfill reasonable inspection obligations, made false propaganda, was at fault for the occurrence and expansion of the damage results, and bears inescapable responsibility.

The announcement emphasizes that from now on, please contact the natural person, legal person, or other organization (ie, advertising spokesperson) who has or is still in the P2P online loan advertisements and recommends or certifies related products and services in your own name or image. The center explained related issues and cooperated with the clearing of online loan platforms.

The relevant person in charge of the China Banking and Insurance Regulatory Commission recently stated at a press conference of the first quarter of 2021 that the P2P institutions in operation have been cleared, which means that P2P institutions have stopped developing new online lending businesses, and the existing risks have been reduced in an orderly manner. The follow-up is mainly to do a good job in the disposal of existing risks. The next step will be to work hard in several aspects:

The first is to increase the efforts to resolve the risks of normal exits from institutions. First, strengthen monitoring to prevent existing institutions from violating regulations. Secondly, innovate working methods, increase the intensity of asset disposal, comprehensively use a variety of methods to increase the repayment rate of lenders, and in particular, consolidate the main responsibilities of major online lending platforms. At the same time, we are accelerating the promotion of more online lending institutions to access the credit investigation system, intensifying punishment for dishonesty, and severely cracking down on malicious evasion of debt.

The second is to speed up the asset disposal of criminal case filing agencies in accordance with the law, coordinate the public security, judicial and other departments to increase the overall planning for the recovery and disposal of the assets involved in the case, improve the efficiency of case investigation and trial, achieve smooth case handling, and actively respond to the concerns of lenders.

The third is to focus on improving the long-term mechanism of online loan risk supervision. On the one hand, we will strengthen the monitoring of exiting institutions in stock, and at the same time prevent the emergence of P2P-like institutions. On the other hand, at the legislative level, relevant departments are promoting relevant legislation, such as the “Regulations on the Supervision and Management of Non-deposit Lending Organizations” as soon as possible. , Regulations will be promulgated as soon as possible, and continue to improve the long-term supervision mechanism in terms of system construction.

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On April 23, Zhao Liying’s studio issued a statement stating that Zhao Liying had divorced Feng Shaofeng. #赵丽颖官宣发布#

Zhao Liying and Feng Shaofeng announced their marriage in October 2018. They did not hold the wedding until their divorce. However, the two have reaped the crystallization of love in 2019.

Although the official divorce of the two people was indeed a bit sudden, Zhao Liying’s whole person did have a significant change after giving birth, which is also reflected in her style and fashion taste.

After Zhao Liying returned after giving birth, many netizens found that her temperament had changed. The earthy smell that had been ridiculed has disappeared.

Let’s take a look at Zhao Liying’s look before giving birth. Because Zhao Liying has thick eyebrows and big eyes, and her face is very sensual, she always gives people a sweet and lovely feeling. In the past, she also liked the cute ball head, which will make people feel that this is a sweet sister.

But the most commentary accompanying Zhao Liying’s style is still rustic. Although she has endorsed a lot of luxury brands and has appeared in many fashion magazines, she always seems to give people a sense of understatedness. She does not have the high-level sense of Ni Ni, Yang Mi or baby taking pictures, so she often It makes people think that she can’t afford the big names.

Zhao Liying always gives people a sense of soil, and this is actually for a reason. The first is the problem of her congenital face shape. Since her lower face is relatively wide, it is not a standard melon face, so it does not look so delicate.

The second is because of her previous style of dressing. Before getting married, Zhao Liying basically took the sweet route. Indeed, her face is really suitable for this style, but if you emphasize this feeling too much in the choice of clothing and accessories, it will make people feel a little too hard, or even It feels a bit earthy.

In addition, the failure of Zhao Liying’s modeling is actually affected by her own state. Zhao Liying’s professional ambition has always been very heavy. She spent almost all of her energy on work before giving birth. This also made her attach great importance to the events and magazines she shot every time she appeared in public. Always in a tight state, which is very different from the female star’s temperament state in the same frame.

But after giving birth, Zhao Liying’s style of dressing has changed significantly. The lovely sweet girl from before has now become an aggressive cold beauty.

As a mother, Zhao Liying no longer highlights her girlishness, but makes herself look more mature She will no longer use makeup to overemphasize her big eyes and thick eyebrows. Instead, she always wears high-level light makeup. With big red lipstick, she looks full of aura and she has the style of a strong woman.

Zhao Liying’s state when participating in the event has also changed. From the current picture, she can’t feel her tightness at all, but feels that she is in a relaxed and comfortable state. This may be released after she became a mother. Nature, and this really helped her to improve her temperament.

Nowadays, most of Zhao Liying’s looks will give people a gentle but sharp feeling, which may be a reflection of her true mood After all, the breakdown of the relationship with Feng Shaofeng will cause her a certain amount of harm. She will need to walk on her own in the future, and strength and independence are essential.

Zhao Liying has improved herself in many ways after giving birth. She has taken a fitness photo of herself. Looking at this excellent muscle line, it can be seen that she has really put a lot of effort into it.

In terms of career, she has also worked very hard, and won a number of fashion brand endorsements soon after 2021.

She also appeared at the party some time ago in dresses of Chinese brands, and her style and temperament were well received by netizens.

After giving birth to a child, Zhao Liying has changed a lot. Now she has become more and more of the temperament of a strong woman. She is working hard to improve both in terms of self-improvement and career. I believe that Zhao Liying will still be independent and strong after the divorce. I can live very well myself.

#赵丽颖#、#穿搭#、#生日#

Author: Alu

Editor in charge: Echo

On April 23, Zhao Liying’s studio issued a statement stating that Zhao Liying had divorced Feng Shaofeng. #赵丽颖官宣发布#

Zhao Liying and Feng Shaofeng announced their marriage in October 2018. They did not hold the wedding until their divorce. However, the two have reaped the crystallization of love in 2019.

Although the official divorce of the two people was indeed a bit sudden, Zhao Liying’s whole person did have a significant change after giving birth, which is also reflected in her style and fashion taste.

After Zhao Liying returned after giving birth, many netizens found that her temperament had changed. The earthy smell that had been ridiculed has disappeared.

Let’s take a look at Zhao Liying’s look before giving birth. Because Zhao Liying has thick eyebrows and big eyes, and her face is very sensual, she always gives people a sweet and lovely feeling. In the past, she also liked the cute ball head, which will make people feel that this is a sweet sister.

But the most commentary accompanying Zhao Liying’s style is still rustic. Although she has endorsed a lot of luxury brands and has appeared in many fashion magazines, she always seems to give people a sense of understatedness. She does not have the high-level sense of Ni Ni, Yang Mi or baby taking pictures, so she often It makes people think she can’t hold up a big name.

Zhao Liying always gives people a sense of soil, and this is actually for a reason. The first is the problem of her congenital face shape. Since her lower face is relatively wide, it is not a standard melon face, so it does not look so delicate.

The second is because of her previous style of dressing. Before getting married, Zhao Liying basically took the sweet route. Indeed, her face is really suitable for this style, but if you emphasize this feeling too much in the choice of clothing and accessories, it will make people feel a little too hard, or even It feels a bit earthy.

In addition, the failure of Zhao Liying’s modeling is actually affected by her own state. Zhao Liying’s professional ambition has always been very heavy. She spent almost all of her energy on work before giving birth. This also made her attach great importance to the events and magazines she shot every time she appeared in public. Always in a tight state, which is very different from the female celebrities in the same frame.

But after giving birth, Zhao Liying’s style of dressing changed significantly. The lovely sweet girl from before has now become an aggressive cold beauty.

As a mother, Zhao Liying no longer highlights her girlishness, but makes herself look more mature She will no longer use makeup to overemphasize her big eyes and thick eyebrows. Instead, she always wears high-level light makeup. With big red lipstick, she looks full of aura and she has the style of a strong woman.

Zhao Liying’s state when participating in the event has also changed. From the current picture, she can’t feel her tightness at all, but feels that she is in a relaxed and comfortable state. This may be released after she became a mother. Nature, and this really helped her to improve her temperament.

Nowadays, most of Zhao Liying’s looks will give people a gentle but sharp feeling, which may be a reflection of her true mood After all, the breakdown of the relationship with Feng Shaofeng will cause her a certain amount of harm. She will need to walk on her own in the future, and strength and independence are essential.

Zhao Liying has improved herself in many ways after giving birth. She has taken a fitness photo of herself. Looking at this excellent muscle line, it can be seen that she has really put a lot of effort into it.

In terms of career, she has also worked very hard, and won a number of fashion brand endorsements soon after 2021.

She also appeared at the party some time ago in dresses of Chinese brands, and her style and temperament have been well received by netizens.

After giving birth to a child, Zhao Liying has changed a lot. Now she has become more and more of the temperament of a strong woman. She is working hard to improve both in self-improvement and career. I believe that Zhao Liying will still be independent and strong after the divorce. After all, even if she only depends on I can live very well myself.

#赵丽颖#、#穿搭#、#生日#

Author: Alu

Editor in charge: Echo

On April 23, Zhao Liying’s studio issued a statement stating that Zhao Liying had divorced Feng Shaofeng. #赵丽颖官宣生日#

Zhao Liying and Feng Shaofeng announced their marriage in October 2018. They did not hold the wedding until their divorce. However, the two have reaped the crystallization of love in 2019.

Although the official divorce of the two people was indeed a bit sudden, Zhao Liying’s whole person did have a significant change after giving birth, which is also reflected in her style and fashion taste.

After Zhao Liying returned after giving birth, many netizens found that her temperament had changed. The earthy smell that had been ridiculed has disappeared.

Let’s take a look at Zhao Liying’s look before giving birth. Because Zhao Liying has thick eyebrows and big eyes, and her face is very sensual, she always gives people a sweet and lovely feeling. In the past, she also liked the cute ball head, which will make people feel that this is a sweet sister.

But the most commentary accompanying Zhao Liying’s style is still rustic. Although she has endorsed a lot of luxury brands and has appeared in many fashion magazines, she always seems to give people a sense of understatedness. She does not have the high-level sense of Ni Ni, Yang Mi or baby taking pictures, so she often It makes people think she can’t hold up a big name.

Zhao Liying always gives people a sense of soil, and this is actually for a reason. The first is the problem of her congenital face shape. Since her lower face is relatively wide, it is not a standard melon face, so it does not look so delicate.

The second is because of her previous style of dressing. Before getting married, Zhao Liying basically took the sweet route. Indeed, her face is really suitable for this style, but if you emphasize this feeling too much in the choice of clothing and accessories, it will make people feel a little too hard, or even It feels a bit earthy.

In addition, the failure of Zhao Liying’s modeling is actually affected by her own state. Zhao Liying’s professional ambition has always been very heavy. She spent almost all of her energy on work before giving birth. This also made her attach great importance to the events and magazines she shot every time she appeared in public. Always in a tight state, which is very different from the female celebrities in the same frame.

But after giving birth, Zhao Liying’s style of dressing changed significantly. The lovely sweet girl from before has now become an aggressive cold beauty.

As a mother, Zhao Liying no longer highlights her girlishness, but makes herself look more mature She will no longer use makeup to overemphasize her big eyes and thick eyebrows. Instead, she always wears high-level light makeup. With big red lipstick, she looks full of aura and she has the style of a strong woman.

Zhao Liying’s state when participating in the event has also changed. From the current picture, she can’t feel her tightness at all, but feels that she is in a relaxed and comfortable state. This may be released after she became a mother. Nature, and this really helped her to improve her temperament.

Nowadays, most of Zhao Liying’s looks will give people a gentle but sharp feeling, which may be a reflection of her true mood After all, the breakdown of the relationship with Feng Shaofeng will cause her a certain amount of harm. She will need to walk on her own in the future, and strength and independence are essential.

Zhao Liying has improved herself in many ways after giving birth. She has taken a fitness photo of herself. Looking at this excellent muscle line, it can be seen that she has really put a lot of effort into it.

In terms of career, she has also worked very hard, and won a number of fashion brand endorsements soon after 2021.

She also appeared at the party some time ago in dresses of Chinese brands, and her style and temperament have been well received by netizens.

After giving birth to a child, Zhao Liying has changed a lot. Now she has become more and more of the temperament of a strong woman. She is working hard to improve both in self-improvement and career. I believe that Zhao Liying will still be independent and strong after the divorce. After all, even if she only depends on I can live very well myself.

#赵丽颖#、#穿搭#、#生日#

Author: Alu

Editor in charge: Echo

“Core Tips”

Domestic mobile phone manufacturers have seized the high-end market and successively launched high-end series of mobile phones, with prices soaring. The high-end route is still taking pictures, endorsements and making chips, all of which are the paths that Huawei has taken. It is an insurance approach, but it also lacks new ideas. Huawei’s high-end route is already 5 years ago, and the Chinese mobile phone market needs new tricks.

Author｜ Ma Hui

Edit｜ Zhang Yang

The high-end war of domestic mobile phones has entered a white-hot state.

On March 11, OPPO released FindX3, which attracted the endorsement of Wenqing master Jiang Wen, which enriched OPPO’s temperament. Ten days later, OnePlus released the 9 series in a high profile, and the hot search on Weibo couldn’t stop. After another 5 days, Xiaomi held its first spring conference, and brought Mi11UItra and a folding machine to screen the circle of friends.

Everyone is doing the same thing: hitting the high end.

The domestic high-end mobile phone market has been dominated by Samsung and IPhone for a long time. Domestic mobile phone manufacturers can only fight in the quagmire of low prices. After Huawei rushed out for a short time, it was suddenly hit by technical sanctions and was forced to withdraw from the competition in the high-end market. This leaves a window of space for the high-end market.

This time, domestic mobile phone manufacturers seized the opportunity for upward assault. At the end of 2020, OPPO announced that it would take the All For One product route and break the game with FindX3. OnePlus announced that Shigekura’s offline channels are “no longer small but beautiful.” Lei Jun accelerated the launch of Mi 11, and domestic mobile phone manufacturers are all betting on high-end.

High-end products have become more expensive, more cameras, and higher pixels. The practice of raising the brand’s grade is nothing more than cooperating with well-known camera manufacturers, looking for big names to endorse, and making chips.

It seems that domestic mobile phone manufacturers are just copying Huawei’s old way of hitting high-end, and they have not made new moves.

1. Propaganda by the boss, endorsement by big coffee

The impact of Huawei’s core shortage will be apparent at the end of 2020. In the fourth quarter, shipments fell sharply by 42%. In the first half of the year, Huawei also occupied 44.1% of the high-end mobile phone market in China, surpassing Apple’s ranking first.

Huawei’s contraction leaves behind a large high-end market, while the space for China’s high-end market continues to grow. According to IDC data, the market share of China’s high-end smartphone market in the second quarter of 2020 is close to 40%.

With the growth of the high-end market, Huawei has withdrawn from the competition, leaving domestic mobile phone manufacturers with the best opportunity for high-end. At the end of 2020, Xiaomi, Huawei, OPPO and VIVO respectively launched 4 new models, all priced at three or four thousand yuan.

In the New Year’s speeches, mobile phone manufacturers have raised high-end to unprecedented heights.

OPPO Chen Mingyong announced that he will be among the first echelon of high-end flagship phones and break the game through FindX3. Chen Mingyong clearly recognizes that 2021 is the battlefield for high-end flagship aircraft, because the voice of opponents is not low.

At the end of the year, OnePlus, which had always kept silent in the country, increased its propaganda efforts at the end of the year. In his internal letter, Liu Zuohu asked employees to be ambitious and determined. After the release of OnePlus 9 in March, Liu Zuohu frequently appeared in public places, intensively mentioning that he would be a market upgrader and hit the top of high-end mobile phones.

The founders shouted and invited big-name celebrities to the platform to enhance the brand’s tone. OPPO took the lead in launching FindX3 with Jiang Wen. On Weibo start-up pages, subways, and bus stations, you can see Jiang Wen’s gentle face wearing tortoiseshell glasses with a smile on the corners of his mouth. Inviting Master Wenqing to bless, OPPO’s attempt to tear off the label of “factory sister machine” is very obvious.

OnePlus invited Hu Ge and Zhou Xun to endorsements. Netizens said, “It feels like OnePlus’ mobile phone is suddenly’up to the next level'”.

Domestic mobile phones abandoned their fascination with traffic stars. OPPO once signed more than 10 big-name celebrities such as Yang Mi, Di Lieba, Li Yifeng, TFboys, and Yang Yang. VIVO’s celebrity endorsements are among Lu Han, Peng Yuyan, Cai Xukun, and Lisa, and they have changed soup without changing medicine for many years.

Abandoning the merchandising logic of who is hot and who is the endorsement, domestic mobile phones take advantage of the strength of the big coffee, hoping to build a high-end brand awareness.

Xiaomi invited the original Kenza to design a new logo, changing Xiaomi’s impression of “cost-effectiveness” from the outside to the inside, creating a sense of technology and a sense of the future, and doing a thorough brand upgrade. At the Xiaomi press conference, Xiaomi took the opportunity to sell Xiaomi 11Ultra starting at 5,999 yuan, and also announced Xiaomi’s decision to build a car.

It can be said that battles in the high-end mobile phone market are one after another.

In addition to publicity, each company has also made corresponding adjustments in its products. VIVO confirmed the three thousand yuan and four thousand yuan files for X and flagship NEX. OPPO reorganized the product line, upgraded the R series to Reno and Find to FindX, and determined the parallel route of the two products.

After going through the chaotic Note and Max era, Xiaomi saved the digital series in the mid-to-high-end cost-effective way, and Mix explored upwards.

From the inside out, to the transformation of the product side, domestic mobile phones are all working towards the high-end.

1. Taking photos is easy to learn, cultural output is lame

It is a consensus in the industry that heap hardware cannot be high-end, but high-end configuration is essential.

If you look at the vivoX60, OPPOFindX3, OnePlus 9, Xiaomi 11Ultra recently released by mobile phone manufacturers, three of them are flagship phones with standard Snapdragon 888, and the performance and selling points are similar. The most important imaging system has 100 million pixels and 50 million wide-angle. , X times digital zoom, even microscope mode, professional periscope telephoto, the camera changes from one to four, and easily 1 billion colors, 60w or more fast charge, pan-tilt anti-shake has become standard.

The rest is design, feel, and even labeling. For example, who can be the first to put the title of “Android Machine King” on himself. Similar labels include “Video Machine King” and “Android Light”.

When the technical parameters had already been internalized and could not be self-certified, mobile phone manufacturers began a cross-border alliance, VIVO teamed up with Zeiss, OnePlus and Hasselblad.

This kind of high-end advanced route that seems to add points is actually not a new practice.

In 2016, Huawei succeeded in getting Mate7 out of the circle through a cross-border joint method. On the camera, Huawei invited Leica to work with Leica to polish the “Leica lens” and install it on a Huawei mobile phone. This is the first time that a mobile phone has the camera’s aperture and blur function, and it has taken advantage of the trend of “Young People’s Number One”. “Taiwan Leica” marketing slogan.

This successful endorsement enabled Huawei to take advantage of its camera technology, coupled with the precise high-end positioning of the Mate and P series, the gradual maturity of Kirin chips, and the output of soft marketing, Huawei has established itself in the high-end market in 5 years.

Put Huawei’s high-end road aside and compare it with the current high-end practices of domestic mobile phone manufacturers. Whether it is from cross-border friendship, playing camera cards, or changing endorsements, the once successful Huawei has become a target of “plagiarism.”

However, it is not special to pull old-brand cameras to do endorsement. No matter which domestic mobile phone manufacturer is, it is difficult to break through just by pulling the endorsement of the camera manufacturer and refreshing the parameters like the original Huawei.

And what really dominates the user’s mind is the soft output. In contrast to Apple, this mobile phone company, which never takes parameters as a selling point, dominates the minds of users with high standards of quality and geek spirit. In 2015, Huawei began to create the “Huawei Dream”, created a short piano girl “Dream It Possible” overseas, laid out “ballet feet” advertisements, and invited the ball king Messi to endorse, telling the cultural foundation of Huawei’s struggle and battle. It laid a solid foundation for Huawei’s high-end development.

The same is soft output. Huawei has created the “Jazz Life”, “The Gentleman Rulan”, and “The Years Are Like Water” series of business propaganda films, which accurately encloses the elite group for Huawei. This is precisely the fact that the manufacturers who have been fighting for many years in the low-priced market have not made up for it. Qi’s shortcomings.

The road to high-end domestic mobile phones requires more exploration than taking pictures.

1. It’s not so easy to make chips

The hardware configuration is getting mature day by day, but in terms of core technology, each company is still struggling.

Especially under the predicament of global core shortage, even if Xiaomi announced the first release of the Snapdragon 888 chip, the price-performance ratio of Xiaomi 11 outperformed the late OnePlus 9, but it still has to face the problem of core shortage.

According to an industry insider, in the global shortage of cores, mobile phone manufacturers not only need to place an order first, but also need to grab the goods if they want to get the components. The amount of goods distributed by each company is variable and limited.

Huawei is the chip to achieve a breakthrough. For domestic mobile phone manufacturers, the chip is a must for high-end.

However, there is a price to pay for making chips. In 2014, Huawei’s first chip, K3V2, was applied to a variety of models, but it would freeze within two months. Huawei also left the impression of “Giga” at that time.

K3V2 also accumulated experience for later Kirin chips. In 2015, Huawei P9 equipped with Kirin 955, becoming Huawei’s first flagship machine with sales exceeding 10 million. Kirin chips slowly developed, reaching the top Kirin 9000 in 960, 970, and becoming the core competitiveness of Huawei’s high-end flagship Mate and P series.

Behind this is huge R&D investment. Huawei started to make mobile phone processors in 2009. According to Huawei’s 2020 Intellectual Property White Paper, in the 10 years from 2010 to 2019, Huawei has invested a total of US$90 billion in research and development expenses. According to the ranking of enterprise R&D investment released by the China Business Industry Research Institute, Huawei ranked first with 131.7 billion yuan in 2019, surpassing Alibaba, China Mobile, Baidu and JD.com.

Huawei has launched a HiSilicon in 10 years. It is a bottomless investment to make chips. Mobile phone manufacturers have to work hard on chips when they are hitting the high-end.

OPPO has established a semiconductor company and hired grassroots engineers from Spreadtrum and Huawei. In the spring and autumn recruitment of fresh graduates in 2020, OPPO spends a lot of money to recruit people, and the salary is 2 times higher than the average salary. This makes semiconductor insiders nervous and expecting, “It’s better to be willing to spend money than not to spend it.”

However, the industry is holding a wait-and-see attitude on whether OPPO can successfully make cores. Because the engineers recruited came from different companies, OPPO was reported to be incompatible with the team. On a professional website in the semiconductor industry, suspected internal engineers caused controversy on the internal posts of OPPO core manufacturing, mainly due to the division of labor.

Xiaomi started to make chips in 2014 and only produced a small chip in 2021. The hardship is self-evident.

What’s more cruel is that when Huawei originally developed chips, Apple and Samsung were still using third-party chips. Now Apple uses self-developed chips. Samsung will restart its self-developed chip project plan in 2020. Domestic mobile phone manufacturers want to improve performance, Surpassing them in experience is more difficult than Huawei.

High-endization can not be easily achieved by combining a big name or asking a big coffee to endorse it. The R&D and value output behind it are all a long-term process. Domestic mobile phone manufacturers seem a little anxious, and they have not yet made the path of Huawei’s high-endization. rely.

【Cai Xukun】

Today, CPB Skin Key official blogger announced that Cai Xukun has officially become the brand spokesperson for CPB Skin Key in China, and will join hands with the brand to embark on a glorious journey of revitalization. Congratulations to Kun Kun for mentioning the second high-quality endorsement in April, and the ultra-high commercial value is re-certified!

【Fan Chengcheng】

Today, Fan Chengcheng officially announced as the global spokesperson for the RARONE brand! He, insight into the unknown, gallops boundlessly. He is ahead of the future and advances endlessly. He is the shining young man who came from among the shining “Cheng” stars. Fan Chengcheng will join hands with the brand to break the barriers and the dynamics of the times and start a new journey for the trendy TOP watch brand.

【Zhu Zhengting】

Today, Zhu Zhengting officially announced as the spokesperson of the Meco Honey Valley brand. In summer, it will be pink and tender, refreshing and refreshing. The appearance of Beibei is the coolest touch~

One is to drink Meco with a fruity tea flavor, and the other is a talented group with outstanding appearance and outstanding dancing skills. Who can read it: a good match!

【Official announcement video>>】

(Organize/marsto)

Download “Idol App” to learn about the latest trends of idols

Download “Idol App” to learn about the latest trends of idols

【Cai Xukun】

Today, CPB Skin Key official blogger announced that Cai Xukun has officially become the brand spokesperson for CPB Skin Key in China, and will join hands with the brand to embark on a glorious journey of revitalization. Congratulations to Kun Kun for mentioning the second high-quality endorsement in April, and the ultra-high commercial value is re-certified!

【Fan Chengcheng】

Today, Fan Chengcheng officially announced as the global spokesperson for the RARONE brand! He, insight into the unknown, gallops boundlessly. He is ahead of the future and advances endlessly. He is the shining young man who came from among the shining “Cheng” stars. Fan Chengcheng will join hands with the brand to break the barriers and the dynamics of the times and start a new journey for the trendy TOP watch brand.

【Zhu Zhengting】

Today, Zhu Zhengting officially announced as the spokesperson of the Meco Honey Valley brand. In summer, it will be pink and tender, refreshing and refreshing. The appearance of Beibei is the coolest touch~

One is to drink Meco with a fruity tea flavor, and the other is a talented group with outstanding appearance and outstanding dancing skills. Who can read it: a good match!

【Official announcement video>>】

(Organize/marsto)

Download “Idol App” to learn about the latest trends of idols

Download “Idol App” to learn about the latest trends of idols