From December 29 to December 31, @ Meizu Technology sent three microblogs of "how the narrowest border in the world was forged", again emphasizing the concept of "MX2 the narrowest border in the world". Reminding of the previous debate about "the narrowest border", one can't help thinking: why Meizu values it so much“ The narrowest border in the world ”？

Before the Xiaoji gives its own explanation, tell a familiar joke:

Jobs smashed the table: this screen is not good, the brightness is not enough! Use the best materials for me, and increase the brightness by 10%!

Engineer: The most advanced screen will be used to increase the brightness. The cost of the screen will increase from $20 to $30.

Jobs: OK, that's it! 9.8mm thick? Give you three months, and then thin 0.5 mm!

......

Half a year later, on the counter in Zhongguancun: Boss, stick a 50 film (brightness reduced by 20%), and then a shell (3 mm thick)!

Sect Leader Qiao has spent so much energy to achieve the perfection of the appearance and screen of the iPhone. Don't you really know that there will be user masks and casings? Not necessarily. So why does Apple, under the leadership of Sect Leader Qiao, still do this? In addition to Sect Leader Qiao's persistence in his beliefs, the more important reason is that through these“ Unconventional means ” , while expressing their pursuit of perfection, they have formed a differentiation from their competitors. Despite the endless emergence of new phones in the Android camp, the iPhone can still remain the best selling phone.

Similarly, for Meizu, "the narrowest border in the world" is an important means of differentiation between Meizu and other mobile phones, and also a very successful means of differentiation. We can also see this from Meizu's own articles:

These figures are of little significance to users. Or at least, for preparing to purchase MX2 It is not meaningful for users of, because please believe that Meizu paid attention to every 0.01mm difference before you.

In order to strengthen this concept, NetEase Technology also emphasized in the previous interview with Mo Cuitian, Vice President of Meizu:

"The workmanship of this narrow frame is 3.15mm, which is the narrowest frame in the world, because there are many people who want to make narrow frames... The MX2 screen is indeed HD+, which needs customization, which is also one of the costs. We have made a metal frame, which is not only beautiful, but also can effectively protect such a narrow screen. At the press conference, we have seen how we do it. We use the most advanced slim machine tool to hollow out the middle and four sides of a whole piece of stainless steel, and put the rest of the frame into it. The cost of this frame alone is close to 200 yuan. "

Meizu considered the narrow border design of mobile phones earlier among domestic manufacturers. In 2010, Huang Zhang mentioned "narrow border" in a Meizu BBS post on MX. However, until the beginning of 2012, "narrow border" had not been noticed by the media and consumers (as can be seen from the reviews of various media after the launch of MX), This is because in 2011, when the mainstream screen size of mobile phones was 3.5-3.7 inches, it was not meaningful to emphasize narrow borders, but it would increase costs. However, with the trend of large screen mobile phones, in order to give users a better control experience, narrow borders have more practical significance.

In this process, Meizu began to notice that narrow borders can form differentiated marketing features and consciously strengthen them, reaching the ultimate in MX2. This marketing method is quite effective: first, it will declare Meizu has excellent design ability and technology, improve users' cognition of MX2, and make users more psychologically identify with MX2; Secondly, Meizu can use the concept of "the narrowest in the world" to visualize its“ One hand operation ”And the concept of "pursuing excellence". As Meizu CEO Bai Yongxiang said:

The whole world uses 16:9, and Meizu doesn't use it either.

The previous MX of Meizu used and iPhone The same 3:2 resolution, while the MX2 adopts a 16:10 resolution, which is unique today when 16:9 becomes the mainstream. Meizu has always emphasized that 16:10 is the "golden ratio" in its external publicity, and that "customizing the screen" adds more costs to reach the golden ratio, strengthening its concept of attaching importance to user experience.

However, we know that the screen at 16:10 is wider than that at 16:9, which contradicts the concept of "one handed operation" that Meizu has always emphasized. In order to ensure the consistency of the concept it conveys to users, it is necessary to work hard on the border and narrow the border as much as possible.

To sum up, Meizu is playing a big game of chess and has built a different image from its competitors from the single hand operation, customized screen, user first and 16:10 "golden ratio" to "the narrowest border in the world". In addition, Xiaoji thinks that Meizu's border width of 3.15mm is meaningful, implying that "315" puts consumers first. With so much effort on "the narrowest border in the world", Meizu will defend "the narrowest border in the world" to the death. How can it give way in this regard?

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