A few days ago, it was a chance to see a monthly analysis of China Mobile's market published by Sano, a professional market research firm.

According to the report, China's overall mobile phone market capacity in November 2017 was 31.4 million units, with the following brands:

To tell you the truth, the author pays little attention to the mobile phone market. There are two reasons:

• The author regards the mobile phone as a living tool and does not attach importance to the entertainment function.

• Mobile phone marketing, the water army, guns flying people are very repugnant.

But what the Sano data reveals,In particular, OPPO and VIVO (hereinafter referred to as OV) occupy the top two positions in the market. This surprised the author.

OV's product strategy is a flagship model of the year. This is typically non-mainstream in today's domestic mobile phone market.

• In the early stage of the smart phone market, because the market competition is relatively weak, consumers have enough patience to wait for a high-cost-effective mobile phone configuration. This is the market basis for Xiaomi's rise.

• As competition in the domestic market intensifies, homogenization of mobile phone configurations gives consumers more choice, and they don't have the patience to wait for a brand unless you're Jobs and his Apple.

• In January-May 2017 alone, there were 468 new mobile phone models on the market, pre-ordered hunger marketing has become commonplace, and consumers are becoming more and more desensited to brands.

Therefore, the author is not optimistic about the OV one flagship practice a year, at least do not think that this practice can support OV to the top of the domestic mobile phone sales throne.

But it did happen as a dedicated studyThe underlying logicBusiness people, if you do not do a rigorous investigation and analysis, in love with the gift is not the past.

The author flipped through a lot of information, but also consulted a lot of friends around, everyone's focus is more focused on OV's extensive market delivery, star endorsement, advertising, entertainment sponsorship seems to be the key to OV's success.

In this regard, the author has his own understanding, the following we from four aspects to interpret the OPPO in my eyesAdvertising strategy:

• What is the purpose of the OPPO star family?

• What makes you remember OPPO ads?

• Who's billing OPPO ads?

• Isn't OPPO's crazy sponsorship of variety worth it?

When it comes to OPPO, especially the R11 series, which is in full force in 2017, you have to talk about its brand endorsement strategy: the OPPO star family.

More than double-digit spokesman: Yang Mi, Di Ligeba, Li Yifeng, Chen Weiwei, TFBOYS, Yang Yang...

As long as it is a popular youth idol, almost a net to fight. This crazy pile-up of spokesman practices, so that the whole business uproar.

This strategy has proven successful:

November 10 OPPO R11s online and offline simultaneous release, online, only 30 minutes R11s on the top of Tmall, JD.com, Suning three major e-commerce platform first.

Not only OPPO, VIVO X20's line-up is equally impressive: Zhou Dongyu, Lu Wei, Peng Yuyu, NBA superstar Curry and so on.

Under the great market pressure of OV, Wu Yifan endorsement Xiaomi Note3; Zhang Yixing endorsement Huawei nova; Sun Yang, Hu Ge endorsement glory; Liu Tao, Xue Zhiqian endorsement Jin Li.

For a time there are too many rich mobile phone owners, entertainment stars are obviously not enough.

At the beginning of this century, Thompson Advertising Company of the United States pioneered the use of star photos in print advertising of Lis Soap, and began to pioneer star endorsements. Today, advertising endorsements have become one of the main sources of income for entertainment and sports stars.

They use their own image and personal credibility for product quality endorsement, through personal appeal to help brands get more consumer attention.

The mobile phone endorsement battle of 2017 and the wave of e-commerce star partners in 2016, the brand is so keen on celebrity endorsements for the following five purposes:

Analysis of current market conditions:

• There is a serious surplus of information that users are exposed to on a daily level, and the attention that users stay on each ad is severely diluted.

• The number of brands that invite celebrity endorsements is too large to establish a closer relationship between brands and stars

• Cultural diversity weakens the star demonstration effect, and the rapid flow of information reduces the ability of the star to recommend consumption persuasion

So OPPO is still throwing a thousand dollars, inviting double-digit star endorsement family is for what?

According to Laura. Reese's view:

In the visual age, the brand's visual image is like a hammer, can be faster and more powerful positioning and resonate with customers.

• In the former Internet era, we accept information channels are television, newspapers and other central media, star effect because the focus of the media is amplified, so we pay more attention to the star and loyalty.

• In today's information glut era, the focus effect of individual stars is rapidly diluted, but the focus on stars is magnified more easily and unprecedentedly by the easier access to information on the Internet.

It's no exaggeration to say thatStars remain the most effective visual hammer of our time as social media amplifies their attention.

This is the purpose of OPPO, the use of celebrity endorsement family is most likely to attract user attention, enhance the value of advertising.

Star endorsement in China has more than 20 years of history, still remember the childhood Ma Junren endorsement of the Chinese fine advertising, to now Yang Yang endorsement Kazilan when the mouth corner of the red lip print.

Using celebrity endorsements to attract user attention and boost fans' spending impulses is a very conventional marketing strategy.

So how does OPPO rapidly rise to become the dominant domestic mobile phone market within five years by virtue of its advertising strategy? I'm afraid it's much more than just asking a star to speak for him.

• Suning Tesco has invited Deng Chao and Yang Yang, Zhang Tianai endorsement;

• Red Rice has also invited Wu Xiubo, Liu Shishi, Liu Yanran endorsement;

• Only the product will invite Jay Chou as the chief surprise officer;

From the advertising level, these endorsements do guarantee a certain amount of consumer attention, but not to opPO so exaggerated effect?

According to Mr. Tratt and Mr. Rees's positioning theory:

What is the language nail of OPPO? It's charging for five minutes, talking for two hours! Is.Before and after 20 million, take pictures more clearly!

Whether you're an OPPO consumer or not, this is a familiar, open-mouthed advertising word. This is opPO's language nail.

As a major competitor to OPPO:

• VIVO main backlight is also clear, light up your beauty;

• Xiaomi's main front is almost full of screens,

• Huawei nova mainly high face value, love selfies;

• Glory mainly hit my AI fast;

• Jinli main security double chip, ultra-clear full screen.

From the author's personal understanding, the marketing department of these mobile phone brands and OPPO really have a big gap.

One of the joint points, the author in the previous article "Why content e-commerce is the next wind mouth?" it's been described in the series.

For example, the vast majority of consumers do not really care about the configuration of mobile phones, they are concerned about whether the mobile phone to meet their interests, such as battery life, such as photo effect.

From this point of view, OPPO does a very good job, charging five minutes to talk for two hours is to meet the user's battery life;

The author is not a mobile phone professional field, from a consumer point of view, OPPO's marketing department absolutely can not afford to be praised.

From the user's consumption decision analysis, there are five steps: causing demand, collecting information, evaluating the scheme, deciding on the purchase and post-purchase behavior.

If the advertising endorsement stays in the commodity appeal, the main impact is the user decision-gathering information process, only the user's interest claim is the real impact of the user's evaluation program stage.

OPPO's strategy is simple:

The celebrity endorsement family is the visual hammer that helps OPPO get enough attention. And language nails are the key. These nails are deeply embedded in the consumer mind through celebrity endorsement ads.

In the process of flipping through the information, the author saw a large number of professional paper criticism OPPO mobile phone low matching high prices, the use of advertising marketing to earn profits.

For this argument, the author has a more neutral attitude. Existence must have its rationality, let's study who is paying for OPPO?

China's mobile phone market presents a cyclical market rotation:

• 2011-2014: Carrier-led smartphone market explosion, Xiaomi-led online channel outbreak period

• 2014-2016: 4G change of plane tide

• 2016 - A wave of change of planes in cities below the third tier.

The OPPO outbreak also happened in 2016, which coincides with the time of the wave of change in cities below the third tier.

OPPO is active in this market cycle and is closely related to its genes:OV has the same origin: step by step, China's most sound distribution channels, the most sophisticated home appliance enterprises.

In that year, by virtue of the advantages of channels to sell telephones, learning machines and DVD products to thousands of households, today OV also by virtue of this skill alone.

Analysis of OPPO user population, showing two distinct characteristics:

The smart thing about OPPO's marketing strategy is that you know exactly who your users are. what kind of way to impress them more.

Take the current market pattern as an example:

• Apple: For white-collar workers in high-income first- and second-tier cities, ipone is not just a mobile phone, it's a social currency, a social key to integration into the city community.

• Samsung: The Explosion Gate and Saad incident cost Samsung at least three years in the Chinese market, but it remains the dominant global mobile phone market with its technology reserves and semiconductor advantages

• Huawei: Through the continued export of Huawei's national brand, Huawei has become the spokesman for Chinese technology, which is irresaable for male middle-class users who yearn for national pride.

• Xiaomi: Xiaomi brand's continued high-cost publicity, release and other professional areas of content output, so that Xiaomi has become the heart of science and engineering men to configure the throne of the choice, seize the low-end market

So where is the OPPO market?

Let's take a look at the price in the following chart:

• Apple occupies more than 6000 yuan market.

• Huawei occupies the men's market of 2000-4000 yuan.

• Xiaomi and so on occupy the market below 2000 yuan.

Who will occupy the women's market of 2000-4000 yuan? This is opPO's opportunity.

Objective evaluation, OPPO successfully grabbed the 2000-4000 yuan women's market, and Samsung's sudden collapse has a direct relationship. In this area, they have no rivals.

For female users, what they need is a simplified version of Samsung, with high face values and intimate feature configurations making OPPO their first choice.

OPPO's marketing strategy, in addition to the endorsement of the star family, its sponsorship of variety of the crazy degree is equally eye-popping.

• 2015: China's good voice, extreme challenges, running brothers, idols, challengers alliance and so on

• 2016: China's new song, run bar brother, we're here, star detective and so on

• 2017: China's new song, running bar brothers, cross-border song king, super-energy youth group and so on

According to the information available at present, OPPO spent nearly 1 billion yuan on variety shows in 2017, of which 500 million yuan was spent on "China's New Song 2" alone.

Isn't it worth it?

OPPO's marketing behavior has been leading the mobile phone market direction.

• Huawei's 2016 title is "The War of the Voices"

• Xiaomi spends $140 million to sponsor "Wonder 4"

• JinLi sponsors many programs such as "The Magician".

• VIVO sponsors Happy Base Camp, Extreme Challenge, etc
  

But objectively enough, OPPO is the deepest on this money-burning road.

As OPPO Vice President Wu Qiang said in an interview: Persistence can let users remember us.

Long-term high-focus, entertaining emotional marketing, so that OPPO young, dynamic, fashion brand image is perceived by the audience.

Young consumers are willing to pay for such OPPO, which is not a mobile phone for them, but a choice of identity, personality and taste, just as Apple does for white-collar workers in first- and second-tier cities.

In turn, we look at OPPO competitors:

• Xiaomi and Huawei's product-oriented marketing model, so whether it is "The War of the Voices" or "Spitting Conference" and its own sense of technology.

• Jinli M7 main concept, but in a large area sponsored comedy, funny programs, which in itself is difficult for consumers to feel its safe and stable temperament.

For them, the sponsorship of variety is more through hosting the population broadcast to achieve brand exposure, because the product and the audience can not be resonant with the aesthetic taste, so its main appeal of product characteristics is difficult to be deeply embedded in the consumer mind.

Is the so-called world variety of thousands, OPPO, VIVO each half. VIVO's approach is equally impressive:

• Continue to sponsor Longevity Variety's Happy Base Camp in 2017

• Take russia's World Cup title and sign NBA superstar Curry

VIVO tries to pass sportsStar endorsement strategy, for the user group expansion and overseas markets to develop a typical basis. This slightly riding wall practice, quite practical but the author does not hold a long-term optimistic.

Variety sponsorship, or learn OPPO.

Every weekend in a top variety show, in front of their target consumer groups, in 1-2 hours to repeat the product traits at least 10 times, this is the communication of the dream of the brand propaganda scene.

OPPO sponsors variety, value!

This is not a gunman's essay praising OPPO.

The success of OPPO is summarized as follows:

• The arrival of the tide of machine change in third- and fourth-tier cities
  

• Step high and deep offline channel foundation

• Textbook marketing strategy

• Samsung's sudden collapse left a gap in the market
  

Objectively ingested, OPPO and its original high-step team are worthy of being faithful to the theory of positioning.

Visual Hammer (Star Family Endorsement) - Language Nails (Before and After 20 Million, Photo Clearer) - Short-Term Repeat Reinforcement (Title Variety) is opPO marketing success of the three-plate axe。 Its subtleties can afford the author's "textbook" evaluation.

The author has read a lot of articles attacking OPPO high prices and low matching.

Objectively speaking,The allocation of goods is not the decisive factor that dominates commodity prices, the value of goods is.

The cost of goods, which is currently one of china's commercial dysentery. We cannot simply judge the cost of producing a commodity, but must consider the social value created by a commodity and its research and development costs。

Commodity cost ban the development of China's commercial civilization, study the entire commercial history, no manufacturing enterprises are relying on low prices to be able to base the industry evergreen, the last market to survive will always be those who can continue to create profits to support their research and development investment enterprises.

As many circles of friends have circulated, why mr Ren Zhengfei doesn't allow Huawei to sell low prices is because he needs to ensure that at least 10% of its annual sales go to research and development, and that's the only way to guarantee Huawei's tomorrow.

There are some off-topics, back to our cell phone topic.

The future of OPPO and even China's mobile phone companies remains challenging:

Write a very long, very fine line article, is to answer many of their own doubts.

China has never been short of cheaper products, but any industry that has been precipitated and shuffled has left only entrepreneurs who have the technology to sell their products expensively.

Hope OPPO is getting better and better, I hope China's mobile phone enterprises are getting better and better!

The author of this article: Wen You demon, connected expert group members, new retail experts, the first wire home, reprint please indicate the source.

Source: Content E-Commerce Labyouyao_wen】

The official number of a research content e-commerce