How to understand the relationship between brand and art?

With a brush, artists can draw the most beautiful summer. So, what about tablets?

On August 8th, Huawei MatePad Art Salon opened in Hangzhou Huanglong Vanke Huawei Smart Life Museum. Bang Qiaoyan, an illustrator of Huawei theme treasure, shared the art design concept and painting skills for the on-site users, and taught everyone how to use Huawei MatePad Pro 5G to create and draw their own summer look.

The overall innovation of flat products has slowed down, but under the trend of Internet of Everything, its importance has become increasingly prominent. Relying on Huawei's leading integrated innovation of hardware+system software+application services, this salon has completed the accurate docking of scientific and technological products and artistic creative people, which is an important step for Huawei's flat-panel products to enhance brand potential and accelerate the coverage of high-end people.

Linking art with technology.

High-end tablet products are productivity and creative tools, which can be seen from powerful processors, rich mobile office+drawing creation applications, and external keyboard and pressure-sensitive stylus configuration.

Many modern artists like to use portable flat products as their daily creative tools. For example, Hockney: A Life In Pictures, 8 1 year-old, designed a brand-new stained glass for the famous Westminster Abbey in Britain with a tablet computer. Nowadays, many artists and online celebrities use tablets to create explosive content, whether on social platforms such as Tik Tok or Weibo. ......

Based on the deep exploration of consumer demand, Huawei is also actively expanding the application scenarios of tablet computers. Huawei MatePad Pro 5G is defined as "5G Reconstruction Creativity" and is equipped with Kirin 990 5G SoC chip of the same model as Huawei P40 series flagship mobile phone. The CPU adopts the most advanced 7nm+ EUV process in the chip industry, 16 core Mail-G76GPU, and Huawei's unique Da Vinci architecture NPU, which is fully competent for complex graphic calculation in artistic creation. It adopts 10.8 inch 2K QHD gorgeous high-definition screen with resolution of 2560 x 1600, and the color performance is more accurate. In addition, Huawei's M-Pencil stylus with 4096 pressure sensitivity has a delay as low as 20ms, which can restore the real pencil-like experience and greatly improve the artist's actual creative experience; At the same time, intelligent screen splitting, multi-screen collaboration and other functions, as well as rich creative applications, also provide users at different stages with creative scenes such as easy learning, copying and public demonstration.

It can be said that relying on in-depth insight into users' needs and aggregating a series of latest integrated innovations of Huawei's hardware+system software+application services, Huawei has enough confidence and ability to realize the extensive needs of artistic creation users. This time, Huawei MatePad Art Salon can accurately convey this information to the public users through face-to-face demonstration+deep experience and interaction of the scene.

Linking brand with art

Art is the aesthetic transmission and emotional appeal of human culture, which can promote the brand's high-end, fashionable and rich connotation dimension.

First-class brands are also good at connecting with users through the carrier of art, and European brands are the best in this field, which is the historical accumulation since the European Renaissance on the one hand and closely related to the long-term artistic communication of these brands on the other.

Huawei was once regarded as a "science man" brand by the outside world, which is related to Huawei's strong technical background and talent system. However, Huawei, as a technology brand facing the mass consumer market, has realized the great value brought by the spread of brand artistic connotation and characteristics.

From the dimension of brand building, we can see the changes of Logo and VI system promoted by Huawei in recent years, as well as the innovative changes of product design, technology and materials.

In the communication dimension, the "Future Image Night" started with the release of Huawei P30 series in China, and then a series of cross-border activities were jointly held with famous artists, directors and photographers, which made the brand connotation of Huawei constantly refresh the artistic perception among the mass users.

The same is true in the tablet field. 20 19 12 100 designers gathered in Shanghai to paint with Huawei MatePad Pro. Each of them hid the element of "mouse" in his paintings, and * * * pieced together a huge New Year's work with the word "2020".

On February 2 1 last year, during the mobile video art exhibition held by Huawei in Shanghai West Coast Art Center, Zhang Yi, one of the main creative teams of the film "Nezha" and "The Legend of Deification", personally demonstrated how to use Huawei MatePad Pro to make a national style, and taught many painting skills to the exhibitors.

On the opening day of Huawei's authorized experience store Plus (Lakeside Intime in77) in June this year, 100 creators completed the "* * * Painting West Lake 2020" activity with 200 Huawei MatePadPro 5G tablets, and collectively created a panoramic picture of the West Lake in summer.

Nowadays, global technology companies are looking for a competitive brand interpretation carrier, as well as a brand touch mode and emotional communication with the humanistic characteristics of "moistening things quietly". The activities of Huawei MatePad Art Salon can be said to have successfully connected brands with art as the carrier, giving users more artistic creation scenes and creative imagination space.

Connect users with brands.

At the end of 20 19, in a conversation with One Watch, Yu Chengdong clearly put forward the "first" business goal of Huawei tablet.

According to the consistent thinking of Huawei's consumer business, this "first" is not only the shipment, but also the product experience, user reputation and brand potential. This has been confirmed in mobile phones, notebooks and other terminal categories.

With the establishment of the absolute advantage of Huawei tablet in China market and the listing of Huawei MatePad Pro 5G, the flagship product of Huawei tablet, Huawei tablet business has now reached this critical point.

According to the data released by GFK, a market research organization, since the third quarter of 20 19, Huawei's tablet market shipments in China surpassed Apple's iPad for the first time, and the gap between Huawei and Apple's iPad continued and widened. In February this year, the market share in China has climbed to 46%, almost "half of the country". In the global market, Huawei's tablet PC market share also ranks in the top three, and it leads the TOP3 brand growth market with a growth rate of 44.5% (Konas Company, data of the second quarter of 2020).

These achievements benefit from Huawei's precise positioning of flat products. It not only meets the various needs of future users for full-scene intelligent life, but also makes tablet computers like Huawei MatePad Pro 5G an important tool to help users "reconstruct creativity".

According to One Watch, in the past ten years, most of the brands that claim to be comparable to Apple's iPad in the tablet computer market in China have disappeared. Only Huawei has realized this ideal and established two advantages: market share and absolute growth rate. Behind it, first, relying on Huawei's firm tablet strategy, it has become an important terminal category of "1+8+N" strategy in the era of intelligent full scene; The other is that Huawei has established a unique innovation advantage of hardware+system software+application services through in-depth technical investment and integration.

This enabled Huawei to replace Apple and become the absolute innovation leader in the tablet market in China. The only variable is brand potential energy. For Huawei's tablet business at this stage, it is necessary to find a brand style that meets the preferences of users in China and quickly establish emotional connection with users.

Through the recent rapid landing of Huawei MatePad Art Salon in Shenzhen, Shanghai and Hangzhou, and a series of brand innovations that deeply combine art and fashion, the outside world clearly saw the brand connotation and user cognitive tension of Huawei Tablet.

In addition to technological and product innovation, Huawei has also opened up new explorations. Connecting art with technology is a brand-new way of communication and interaction between Huawei brands and users, and it is also the only way for a technology enterprise to move from scale advantage to global high-end market and continue to lead industry innovation.