"Not born extraordinary, but daring to be extraordinary". The launch of Huawei's "Ultimate Design" brand marks a new step in Huawei's high-end brand building, and also demonstrates Huawei's breakthrough and leadership in the exploration of its own high-end brands.
Huawei can be said to have been at the forefront of high-end brand building. As early as 2016, Huawei cooperated with Porsche Design to launch the Huawei Mate9 Porsche Design Edition mobile phone, which has also won wide acclaim from consumers for its exquisite craftsmanship and elegant design. Since then, Huawei and Porsche Design have cooperated to launch mobile phone products such as the Mate RS Porsche Design Edition, which has further enhanced Huawei's brand influence in the high-end market.
However, with the continuous improvement of Huawei's technological strength and brand influence, Huawei has also begun to think about how to build a high-end brand that truly belongs to it. In 2022, Huawei and Leica ended their seven-year cooperation and launched their self-developed imaging brand XMAGE. In 2023, Huawei will further unbundle Porsche Design and launch a new ultra-premium brand, Ultimate Design.
The "Extraordinary Master" brand is positioned as "Extreme Aesthetics, Extreme Craftsmanship, and Ultimate Innovation", which fully reflects Huawei's pursuit of technological innovation and brand building. As the first mobile phone in the Extraordinary Master series, the Huawei Mate 60 RS has achieved all-round breakthroughs in ID design, reliability, communication, security and privacy.
For example, in the ID design of mobile phones, the HUAWEI Mate 60 RS Extraordinary Master inherits the design concept of the HUAWEI Mate series of simple, pure, and symmetrical axis, integrating Eastern and Western aesthetics, and turning Chinese design into world design. In addition, the phone also uses ultra-drop-resistant basalt tempered Kunlun glass, as well as timeless ceramic materials, showing Huawei's ultimate pursuit of craftsmanship.
In terms of communication, Huawei Mate 60 RS supports dual satellite communication, and has both Tiantong satellite call and Beidou satellite messaging functions, making it the world's first mass smartphone to support satellite calling. This means that users can communicate with the outside world through a variety of satellite systems, even in areas without 5G network coverage.
In addition, in terms of security and privacy, the HUAWEI Mate 60 RS adopts a number of security and privacy protection measures, including 3D face recognition, private space, private keyboard, and quiet calling. These measures provide users with a safer and more reliable experience.
The launch of Huawei's "Extraordinary Master" marks a major breakthrough in the construction of Huawei's own high-end brand. The brand's success also fully demonstrates Huawei's strength and accumulation in technological innovation, brand building, and product experience.
In terms of scientific and technological innovation, Huawei has always been at the forefront of the world and has strong R&D capabilities. From the launch of the world's first flagship 5G SoC chip, to the creation of the world's first mass smartphone that supports Beidou satellite messaging, to the launch of the "Huawei Mate 60 Pro Pioneer Program", announcing the return of self-developed chips, Huawei has always proved its leading position in the field of scientific and technological innovation with actions.
In terms of brand building, Huawei has been committed to building a brand with international influence. From the "Poplar Spirit" to the "Kunlun Spirit" and then to the extraordinary spirit of "not born extraordinary, but daring to be extraordinary", Huawei has always "practiced its words with deeds", turning countless impossibilities into possibilities, further demonstrating its confidence and determination in brand building.
In terms of product experience, Huawei has always pursued the ultimate user experience. The HUAWEI Mate 60 RS has achieved all-round breakthroughs in ID design, reliability, communication, security, and privacy, providing users with an excellent product experience.
All in all, the launch of the "Extraordinary Master" brand and products is a key step for Huawei to build a high-end brand, and also set a benchmark for Chinese brands in the global high-end market.
In addition, the launch of "Ultimate Design" has also injected new vitality into the competition of Chinese brands in the high-end market. Today, although the Huawei Mate 60 RS Extraordinary Master has been released for several months, it is still extremely popular in the terminal market, accounting for more than 40% of Huawei's smartphone market of more than 10,000 yuan in the fourth quarter of 2023 alone. As Huawei increases the building of the "Extraordinary Master" brand, increases the range of brand categories, and continues to innovate in products, I believe that Huawei will bring us more "extraordinary" experiences in the future!