On February 9, Jiangsu Satellite TV’s new reality show "To the Ends of the World" held a press conference and departure ceremony in Beijing. Alongside the launch of the show, Nubia — renowned for its photography capabilities — will set off as a strategic partner to explore the unknown. This move also signals the start of Nubia’s brand “transformation” in 2015, as it seeks diversified future development through its strong competitive edge in brand differentiation.
According to reports, "To the Ends of the World" is inspired by the concept of showcasing China’s strength and pride. It is a visual spectacle where both “ordinary people” and “celebrities” join forces to conquer the “ends of the world” and “human limits.” When asked why Nubia chose to collaborate with this show at the start of 2015, Gao Dakun, Nubia’s Marketing Director, stated, “'To the Ends of the World' emphasizes the integration of humans and nature, as well as the joy of exploring the unknown. The participants are a group of people who persevere with conviction and keep striving. This is just like how we at Nubia have insisted on perfecting the photography function since the brand’s inception. The characteristics of both are aligned. Additionally, the show is filmed globally, which complements Nubia’s product features very well. For example, functions such as focus and metering separation, independent white balance, optical image stabilization, electronic aperture, and B shutter have all become standard on Nubia phones. It can be said that the product has made a qualitative leap in basic imaging qualities such as image quality and color reproduction, and can fully meet shooting needs in most scenarios. Through this collaboration, Nubia hopes to present outstanding photography works to the audience.”
Innovation & Breakthrough — Staying True to the Original Dream
In the new internet era, the market environment is ever-changing. To secure a place for the brand in the future, companies must embark on their own “brand transformation journey” based on their unique characteristics. In fact, Nubia’s sponsorship is part of a “four-in-one” brand transformation strategy, encompassing corporate development, marketing, channels, and products. From the “Star Date” campaign to the “National Youth Photography Competition,” from the “Qaidam Exploration” to the current “Journey to the Ends of the World,” Nubia — having been in the game for two years — still insists on using the photo-taking experience as its breakthrough point, and its achievements are evident. Notably, photographer Qiang Li’s work "Eternal Moment," taken with a Nubia phone, was added to the collection of the Beijing Planetarium, marking the first time a mobile phone could capture the Milky Way, pioneering a new chapter in smartphone photography history. Now, having successfully entered the ranks of top domestic brands, Nubia remains committed to its established product release rhythm, staying true to itself and doing what it does best.
The Channel Path — Change Comes First
In 2015, Nubia will experiment with a multi-channel distribution model. In addition to sponsoring entertainment programs, traditional TV and celebrity collaborations will also be integrated to promote the Nubia brand.
“Channels are king” is the current market development rule. In 2015, in addition to continuing to optimize channels like JD.com and the official Nubia website, Nubia will actively expand offline channels. Building on its existing 100 experience stores, it aims to increase the number globally to 1,000. This will allow more users to experience Nubia smartphones up close and gradually bring the products to the world stage.
Simplifying Complexity — More Than Just Photography
Of course, any corporate strategy hinges on products and technology as the most fundamental basis. Already a leader in professional photography phones, Nubia will not rest on its laurels. In terms of products, through fierce market competition, Nubia’s innovation strategy centered on photography has continuously claimed high ground in technology and the market. The independent metering function of the nubia Z5 became a new industry benchmark for mobile photography; on the eve of Christmas 2013, the nubia Z5S mini ranked first in sales on JD.com, with the nubia Z5S ranking second, surpassing the iPhone 5S. As a newly established high-end smartphone brand, Nubia launched the first smartphone capable of capturing star trails — the nubia X6 — in March 2014. The Z7 series, released on July 8, 2014, introduced a nebula mode to further enhance Milky Way photography, ushering in a new era of mobile photography. In 2015, Nubia will also launch the Z9 product, described as “infinitely close to the dream,” which will disrupt the industry trend of homogenized high-spec, low-price offerings.
In addition, the company has established a dedicated imaging research institute focused solely on one goal: enabling smartphones to achieve DSLR-level photography. For this purpose, Nubia’s R&D team constantly experiments with various solutions in the lab. They successfully integrated features such as focus and metering separation, independent white balance, AE Lock, AF Lock, and professional electronic aperture into smartphones — all original innovations by Nubia and firsts in the industry. For instance, the B shutter function allows for clearer, more realistic night shots with minimal noise, capturing things like moving traffic light trails and star trails in the night sky. It can be said that in terms of professional features, Nubia phones have consistently led the way, driving technological progress in the industry.
It is precisely this strong brand belief that, in the face of broader growth opportunities ahead, will enable Nubia — symbolizing beautiful memories with its “cloud”-inspired meaning — to drive another “innovation” in mobile photography and the new era of smartphone life through its own transformation.