From union to self -made factions, can Huawei image XMAGE lead again?

Text/Huang Haifeng

Illustration: HUAWEI Nova 10 The previous night scene shooting photos

Recently, mobile phone photography has become a hot topic. Because there are mobile phone brands, they choose to cooperate with camera brands, hoping to improve the product photography experience, enhance brand power, and move towards high -end.

Previously, vivo reached a cooperation with Zeiss; then OPPO and Hasu successfully joined forces; now, Xiaomi and Leica CP officially officially announced, causing heated discussions and even controversy.

However, friends who are familiar with the development of mobile phone photography know that mobile phone companies that have created the road to cooperation with camera brands are Huawei. In 2016, Huawei joined hands with Leica, and then the two sides created photography mobile phone artifacts. But in March this year, Huawei bid farewell to Leica after the cooperation expired.

In this context, who will Huawei cooperate with? There are many speculations in the industry. Then Huawei made everyone unexpected again. In early July, Huawei released an independent imaging brand -xmage. This action was just like a thunder, and the mobile phone circle was boiling.

Some people say that the release of XMAGE means that the next goal of Chinese mobile phone manufacturers in the field of mobile imaging is no longer relying on cooperation with international camera giants to empower. Essence Some people have puzzled, and Huawei Xmage is probably not as good as the video strength of the camera brand.

Behind the audience, the author is also thinking: How did Huawei's image develop in the past? After choosing an independent brand, what does it bring a unique and extreme experience to consumers? What impact and revelation will it bring to the industry?

The first "Leica", Huawei's image grows rapidly

If there is no external factors "stumbling", the global high -end mobile phone market should still be the situation where Apple, Samsung and Huawei are standing. The Chinese high -end mobile phone market is even more Huawei and Apple.

Looking back at IDC's mobile market data in 2019, Samsung, Huawei, and Apple ranked among the top three with 296 million, 241 million, and 191 million units, occupying the first echelon.

When we pull the time progress bar back to 2016, we will see a different situation. According to IDC's 2016 global smartphone sales data, the total global smartphone sales in 2016 were 1.47 billion units. The proportion of market share ranks in the top five.

It can be seen that in the global mobile phone market in 2016, Apple and Samsung occupy a leading position. The sum of the market share of Huawei, OPPO and VIVO is only equal to Apple. In the field of high -end mobile phones, domestic brands have no other strengths and achievements except Huawei.

At that time, although Huawei achieved a high -end market breakthrough with the help of Mate7, Mate8, P7, and P8 series mobile phones, it was necessary to stand firmly, move towards the world, obtain a larger market share, and lack some fire. These fires include the ultimate mobile imaging power beyond Apple and Samsung, including differentiated excellent shooting experiences.

In this year, Huawei chose to reach a cooperation with the Leica brand to launch the world's first Leica dual camera. This is not only a major breakthrough in the field of Huawei's image, but also created a precedent for the combination of mobile phone brands and camera brands. Huawei's global high -end dreams ushered in an important node.

Caption: Piotr Cebula-HUAWEI P9

The cooperation between Huawei and Leica has allowed Huawei to shoot "virtue" and achieve each other. It has always been regarded as a model in the industry. After more than 5 years, the Huawei P series and Mate series products have used Leica certification lenses without exception to enhance their popularity in the high -end market, especially foreign high -end markets.

Caption: Erik Madigan Heck-Huawei P30 Pro

In recent years, domestic mobile phone manufacturers want to seize the seductive cake of the high -end market. At first, they chose the fierce stack of hardware. But what we see is that under homogeneous spells, Apple mobile phones have continued to increase, and the market share has risen, and even began to penetrate to the middle. In addition, the overall demand for domestic mobile phones has decreased, and domestic mobile phone brands are overwhelmed. What should I do?

We noticed that mobile phone manufacturers put their efforts in the field of imaging and chose the way Huawei had gone. In October 2021, vivo conducted in -depth joint research and development with Zeiss, a 175 -year -old Zeiss; in February this year, OPPO's OnePlus mobile phone and Hasu successfully joined forces; in May this year, Xiaomi and Leica joined hands to create Xiaomi's high -end attributes.

But do you think Huawei only rely on cooperation with Leica to bring changes in shooting ability? Of course, while Huawei, Huawei also continued to invest in technological innovation of mobile images to achieve many Huawei unique capabilities.

It can be seen that in 2017, the Huawei Mate10 series with the world's first AI chip Kirin 970 launched the AI ​​photography function for the first time; in 2018, the P20 series "Super Night View" function greatly enhanced the shooting experience in the night and weak light environment; in 2019, in 2019, The P30 series main camera is equipped with a 1/1.7 -inch RyyB super sensor to further improve the optical inlet efficiency; in 2020, the P40 series brings the XD FUSION image engine to introduce the concept of computing photography, bringing full -time, full -scorching ultra -clear images; 2021 , The P50 series brings the concept of "calculation optical", and the super spectrum image unit can find the magical world other than visible light. It can be seen from the above -mentioned Huawei -dripping image progress that every imaging technology innovation in Huawei has deeply solved the pain point of mobile image, increasing the height of mobile phone photography. And these, for the "qualitative change" of Huawei's mobile image, have accumulated "quantitative change".

How to lead Huawei "XMAGE" into the unmanned area of ​​mobile images?

When mobile phone manufacturers were keen to jointly and customize with camera brands, Huawei chose to bid farewell to Leica. Some people said that Huawei mobile phones could not keep Leica, and some people said that Huawei used Xmage to be a bigger chess. The fact is that Huawei mobile images ushered again.

He Gang, chief operating officer of Huawei terminal BG, said: "With the progress and development of mobile images, experience and technology from traditional industries can no longer meet Huawei's further breakthrough needs, so Huawei began to explore new capabilities and put software, hardware, chips Cooperation work makes the small lens have the possibility of breaking through optical physical boundaries. Super night views, shooting moon mode, movie lens, computing optics, etc., which makes Huawei firmly the direction of breakthroughs and is more confident. Huawei is the leader of mobile images. "

From He Gang's simple but full -scale speech, the author reads the "chess language" of Huawei, that is, the essence of traditional images and mobile images.

The traditional camera is based on a sufficiently large lens, a large amount of light inlet, and a larger bottom to build the shooting effect, but its processing ability is weak, and it is more direct effect. In terms of processing capabilities, traditional cameras may not be as cheapest as the cheapest.

In contrast, what is the demand for mobile images? On the one hand, mobile images should be portable, easy to use, and convenient. The "heavy" of traditional cameras is not willing to bear every consumer. On the other hand, mobile images should be easy to fun, everyone can take good photos, and can easily edit and share, upload to social networks.

Illustration: HUAWEI Nova 10 Real Night Shooting Sample

Mobile images also have bottlenecks, which are limited by too small space, and optical systems cannot achieve the thickness of traditional cameras. Even if the mobile phone manufacturers innovatively "lie down" the telephoto lens, they can only extend the thickness from 6mm to 10mm. However, mobile image processing capabilities and computing capabilities are very powerful, far exceeding traditional cameras. Therefore, if you optimize mobile images, it is possible to achieve the shooting effect to achieve the expectations of consumers or even surpassing consumers.

Understanding the difference between traditional images and mobile images, it is not difficult to understand why Huawei chooses the "Hard" mode again, taking a challenge, but a more autonomous path.

We noticed that Huawei tried to make its own technology more deeper through the "master of me", surrounding the advantages of designing and implementing the design and implementation of AI, processor, and algorithm architecture, plus small space optical system and mechanical structure design design Experience to realize consumers' expectations for mobile photography, which is exactly the "original heart" of creating Huawei image Xmage.

Although, in recent years, mobile phone manufacturers have been very internal in imaging, and they are combined with the camera manufacturers, self -developed image chips, and even exaggerated publicity. But as a consumer, you always care about one question, and that is whether the effect is satisfactory.

I believe you, like me at this moment, have a bunch of question marks in my heart. Can Huawei "XMAGE", who has stepped into the unmanned area again, can continue Huawei's myth as a leading image leader? What kind of shooting experience can I bring? Can you impress consumers one by one?

After in -depth research on Huawei's image strength and layout, the author has gained a lot of new knowledge, and felt the power behind the Xmage brand that could stand up. Here, the author shares the understanding of the above -mentioned doubts from the "Trinity" structure -technical strength, R & D investment, and image culture together constitute the "Huawei image" entity.

Caption: Jan Martin B. SY -Huawei Mate 20 Pro

Technical strength: "light, machine, electricity, calculation" construction system

The technical strength of Huawei image is mainly reflected in the four major aspects, including optical system design, mechanical structure, photoelectric conversion (imaging technology), and image algorithm (image processing).

In terms of optical system design, Huawei is the first mobile phone manufacturer to introduce dual -cameras into the mobile phone field. Dual cameras are also an important direction for Huawei to move towards the new mobile phone optical design. After that, with the help of technological innovation such as free curved surfaces and louty lens, Huawei continued to lead the industry's direction in the field of optical design, and in the future, it will still actively invest in this direction.

In terms of mechanical structure, Huawei proposes the telephoto design scheme and the permented solution. These schemes are aimed at 6-9mm mobile phone space to solve the problem of not long -noticed lens light circuit.

In terms of photoelectric conversion (imaging technology), photoelectric conversion includes sensors and filter. Huawei created the Ryyb sensor, and its inlet volume will be 30%more than RGB. We know that in various scenarios of Ryyb, the color is true, the difficulty is very difficult, and it is very challenging, but Huawei innovates all the way to achieve both fish and bear's paw. The author learned that Huawei will have more competitive capabilities in the transformation of photoelectricity in the future. In terms of image algorithm (image processing), Huawei processing the basic ability of optics and calculating photography, processing the digital information that can be recorded, showing more effects and achieving better image results. In the case of blurring ability, the actual small lens is blurred, and the large lens cannot truly realize optical blurring. Huawei uses algorithms and AI blessings to achieve more powerful computing capabilities to divide the background and subject.

R & D investment: four aspects of chasing the ultimate experience

The Huawei team has a very intentional investment in the development of images and is reflected in the four aspects. The first is jointly developed in the internal multi -team. The team in the field of Huawei image not only has the terminal BG imaging department team, but also the relevant personnel of the Hongmeng Software Team continue to optimize the technical and performance. Some people with AI team algorithm provide help on how to optimize the image, build AI capabilities, and the 2012 laboratory multimedia team team Optimize the basic ability of the image algorithm.

Second, thousands of people are invested every year. Huawei's R & D investment in 2021 reached 142.7 billion yuan, ranking second in the world. About 107,000 research and developers accounted for about 54.8%of the company's total. In the past ten years, Huawei has been investing in the field of imaging with the maximum intensity of the industry, and thousands of people have continued to build competitiveness around the field of imaging every year.

The third is to carry out a large number of cutting -edge research work. For image digital record technology, optical system design and production, as well as improvement rate improvement, color adjustment, and even target groups have done a lot of research work on image expectations, and also set up multiple experiments around the photos of consumers who are satisfied with consumers. room.

The fourth is to launch optimization image processing tools. In order to help users share the ultimate image works, Huawei launched the video processing tool -petal editing. Based on this, consumers can easily and quickly add materials such as music, text and other materials on the photos and images taken by consumers, and finally edit the wonderful works that they are willing to share.

Caption: Huawei Nova 10 HD shooting scenery photos

Image culture: cast soul for next Image

Through the above -mentioned real gold and silver investment and solid work, Huawei has gradually constructed the influence and leadership of the mobile imaging field. Consumers not only recognize Huawei mobile images because of the good shooting effect, but also obtain the ultimate pleasure experience in the process of video records, use, and sharing.

When it comes to Huawei's image, it is necessary to mention the image cultural activities carried out by Huawei's global Huawei mobile phone users. It is composed of new images Next Image, new image contest, new image community and new image · Golden Rooster mobile movie plan. The author continues to pay attention to these activities and participate in it to feel the wisdom and layout.

First, the new image Next Image: based on high -end, facing the future. Huawei's new image Next Image, with the brand intention of young, warm, vitality, positive, and advanced, is committed to creating mobile image culture with the global Huawei mobile phone users, creating a new video culture exchange learning platform for Huawei mobile phone users to let mobile mobile The competition in the imaging industry has accumulated dimensions from the accumulation of dimensions to brand cultural construction, allowing mobile images to have a warm cultural connotation.

Second, the new image contest: new images, more than what you see. In 2017, Huawei held the first new image contest. In 2021, in the new imaging contest held by Huawei, more than 170 users in more than 170 countries and regions participated in the event. The cumulative number of works contributed was as high as 3 million, and the number of interactions reached 1 billion times. Compared with the high threshold caused by the Apple Photography Contest's charging mechanism, Huawei Photography adopts a free way to make the photography contest no longer the carnival of a small number of people, but everyone can participate in the world, record beautiful, and record.

Caption: Attila tompa-huawei P40 Pro

Third, the new imaging community: let the interest glow and meet with fellow fellows. Since the launch of Huawei's new imaging community in 2019, many users have become the official certification photographers in Huawei. Huawei's new imaging community has cooperated with Volvo, Changan, BYD and other brands to launch related events many times, and many outstanding works have emerged.

Fourth, the new image · Golden Rooster Mobile Movie Plan: Encourage more people to use mobile phones to participate in movie creation. Huawei joined hands with the Golden Rooster Hundred Flower Film Festival to jointly make the "Huawei New Image · Golden Rooster Mobile Film Plan" into an independent unit of the film festival, encouraging more professional filmmakers and ordinary users to use mobile phones for image creation, creating a major precedent in the history of film creation.

The foundation is critical. The technical strength builds the current cornerstone of XMAGE, and continuous innovation continues to consolidate the XMAGE foundation and increase the height of XMAGE. The Huawei new imaging culture series of activities cast souls for the Next Xmage, so that every consumer can enjoy the beauty of the Xmage high -rise building.

I observe: To build the core competitiveness of the enterprise, the strength must be grasped in my own hands

Many brands hope to improve with the help of image capabilities to break through the high -end market. On the road of mobile images, Huawei chose a joint camera brand before, and achieved complementary strength in the short term, achieved each other, and gave the industry a lot of inspiration. However, a company pursuing will not step in place, but to move forward around consumer needs and achieve breakthroughs in more image segments. If you have to observe the kernel of Huawei mobile image carefully, you will find that Huawei pays attention to the growth of its own strength. In the past ten years, it has conducted high research and development investment to achieve the deep accumulation of technology in the field of mobile imaging. This is why Huawei's mobile imaging brand Xmage was born. Xmage has its own unique style, that is, real, warm, sharp, and high -quality, which reflects the advancement and maturity of Huawei mobile images.

As Huawei's executive director and terminal business CEO Yu Chengdong said: "With deep technical accumulation, Huawei has established a global leading mobile imaging technology system from the dimension of optical systems, imaging technology, and image processing. Excellent photos and videos. Xmage is a logo of Huawei's excellent image, bringing professional and more pleasant photography experience to Huawei users. "

The author believes that the development of mobile images is divided into multiple stages. If the combined camera brand is the 1.0 stage, it is the 2.0 stage to build its own brand. Moreover, consumers think that the high -end is not a high -end price, nor a high -end partner, and not a simple mobile image high -end, but to build a strong technological innovation and strong strength in the entire field such as cameras, computing, battery life, and systems. Breakthrough and stand firmly.

The infinite scenery is at the peak of danger, and you can get a different scenery that you can get the road that others have not walked. Not only Huawei, but all companies that are intended to high -end should adhere to "grasping strength and capacity to build on the body", so as to constitute the core competitiveness of Chinese enterprises, no fear of external challenges, and establish a moat for the steady development of enterprises.

2022 New Image Contest, officially launched on August 1

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