entered in September, the domestic mobile phone manufacturers are crazy again. In glory, Mito busy at the fashion week catwalk when OPPO and vivo began to promote the brand concept, millet positive for the upcoming new propaganda, even a hammer, but also because of possible acquisitions has become the focus of.
in fact, after a round of reshuffle and knockout, whether it is a giant in the sales line, or small and beautiful two or three line brand, have found a temporary home". For example, OPPO and vivo represent deep line channels, a symbol of China innovation strength of HUAWEI flagship technology licensing, often known as ecological and conference LETV, and do business in the vertical self field beauties.
in the final analysis, the emergence of this phenomenon and the choice of the market is not unrelated, but in essence is still the domestic mobile phone brands combined with their own advantages of differentiated operations decisions.
brand differentiation brought about by changes in the market structure
smart phones in the Chinese market, the first year in 2011, the market volume has jumped from 118 million to last year’s 430 million. But in just five years, the pattern of the domestic mobile phone market has repeatedly changed, from the original Chinese cool union camp to millet led by the Internet mobile phone brand, and then to OPPO and vivo to create the myth of sales. The reason, but also need to be traced back to the mobile phone manufacturers operating strategy.
from the tone of the brand, the domestic well-known mobile phone brand seems can be divided into three categories, with OPPO and vivo as the representative of the invisible giant, HUAWEI, millet as the representative of the domestic department and a hammer, etc., Mito mobile phone vertical "feelings" brand. It is not difficult to find that the three types of mobile phone brands have their own different operating styles.
OPPO and vivo in 2016 to become a leader in the domestic mobile phone market, self-contained line operators on a variety of naming and celebrity endorsements of the skilled online has a high brand awareness, and won the two or three line of the city line more than half of the share. In contrast, in the sales volume as well as HUAWEI and millet, the former by consolidating the marketing behavior of a series of "innovators" image, and become the eyes of some people the national pride, which began with the "new Chinese" marketing to stimulate consumers, so compared to independent innovation or domestic brands dedicated consumers. Select or millet, or HUAWEI. In contrast, the hammer and the United States and other plans to give a small and beautiful feeling. The hammer is more sensational, early attracted a large number of hammer powder, Mito vertical bias in the crowd, only "self portrait" has won a lot of loyal users.
out of this relationship is easier to understand mobile phone brand marketing behavior, such as the first mentioned fashion week debut, glory is perhaps in order to deepen its influence among young people, and the figure may be looking for the meeting point between the self and the fashion, it is decided by the operation strategy.