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Diego LI ·
李世恒
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构想
Ideas · 2025
Huawei Harmony Living
One Operating System, Every Room in Harmony
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40 pages · sequential
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Context
背景
Huawei built its reputation on hardware innovation and reliability, with a base concentrated in business professionals, Millennials, and tech enthusiasts — but Gen Z, roughly a fifth of its user base, remained the one segment the brand had never quite spoken to.
华为的口碑建立在硬件创新与可靠性之上,用户基础集中在商务人群、千禧一代和科技爱好者——但 Z 世代,占用户基数近五分之一,始终是这个品牌从未真正对上话的一群人。
Challenge
挑战
The perception gap was specific, not vague — young consumers found Huawei’s brand image “serious and business-oriented” rather than fun, saw its flagship pricing as high without Apple’s status payoff, and felt its ecosystem lagged the seamlessness of iOS.
认知落差很具体,不是笼统的"不够年轻"——年轻消费者觉得华为的品牌形象"严肃、偏商务"而不够有趣,旗舰定价高却换不来苹果那种身份感,生态体验也不如 iOS 顺畅。
Insight
洞察
The brands winning with young consumers weren’t necessarily better engineered — Xiaomi built loyalty through playful, personality-driven marketing and a founder young consumers felt they knew, proving the gap was about tone and relatability, not specs.
真正赢得年轻人的品牌,未必是技术更强——小米靠的是有个性、爱玩梗的营销,以及一个年轻人觉得"认识"的创始人,证明了差距在于调性和亲近感,而不是参数。
Idea
想法
Harmony Living — give users a whole-house smart experience built on Huawei’s existing ecosystem and HarmonyOS, so Gen Z feels HarmonyOS in every room, not just in their pocket.
Harmony Living(鸿蒙生活)——基于华为现有生态和鸿蒙系统,打造全屋智能体验,让 Z 世代在家里的每个房间都能感受到鸿蒙,而不只是揣在口袋里。
Execution
执行
A system of sub-campaigns built for where young consumers actually live online — a “Harmony Green” push (a “Green Living Starts with a Tap” hero film, #HarmonyGreenChallenge, and a #MyHarmonySavings UGC challenge) paired with “Harmony Mind,” a digital-wellness series hosted by youth ambassadors and psychologists on Xiaohongshu, WeChat, and Bilibili, plus in-store “Experience Huawei Smart Home Living” showroom events.
一套围绕年轻人真实活跃阵地搭建的子 campaign 体系——"Harmony Green 绿色鸿蒙"主打(包括主视频《一键开启绿色生活》、#鸿蒙绿色挑战 和 UGC 挑战 #我的鸿蒙节能账单),搭配"Harmony Mind 鸿蒙心境"——由青年大使和心理咨询师在小红书、微信、B站主持的数字健康系列内容,再加上线下"体验华为智慧全屋"门店活动。
Outcome
结果
Success was framed through a ROMI model built for this campaign specifically — tracking attributable revenue from HarmonyOS-linked device sales alongside brand engagement lift and the CO2 saved through connected smart devices, not just clicks.
成效评估用的是专门为这次 campaign 搭建的 ROMI(营销投资回报)模型——追踪由鸿蒙关联设备销售带来的可归因收入,同时衡量品牌互动度的提升,以及智能设备联动节省的碳排放,而不只是看点击量。
Reflection
复盘
做这个项目最初以为品牌年轻化就是换个代言人、拍条短视频，调研做完才发现，华为在年轻人心里的问题不是“不够酷”，而是它原本的优势——性能、可靠性、生态——从来没被翻译成年轻人在意的语言：能不能被看见、能不能晒出去、能不能代表我是谁。真正难的不是想出多少渠道和素材，而是找到一条能把品牌原有优势重新讲成年轻人价值观的叙事线——把品牌说给对的人听，比让更多人听见品牌难得多。