The biggest change from the global mobile phone industry is that Nokia’s accumulation is hard to return to bankruptcy. To the original “China Cool Alliance†to Xiaomi Huawei two years ago, to OPPO and vivo, the smartphone has completed a terrible reversal in just a few years. It has entered the era of mobile Internet and smart phones. The former technology empire has ceased to exist. In contrast, Apple has obtained most of the industry profits with the iPhone. It can be said that this subtle change in China has made the industry suffer a lot of brains. what is it then? How do domestic mobile phones attract users in the big environment?
Channels, cost-effectiveness, and operator bundles are undoubtedly the three magic weapons for domestic mobile phones. The manufacturers that stand on the smartphone market with these three magic weapons are not few, and the rise of Xiaomi has broken this business model. Xiaomi’s success can be said. It is the Internet's user-centric, fast iterative model to complete the counterattack against mobile phone companies.
This model has begun to be copied by various families. It can be said that this is a potential pusher for forcing Xiaomi to embark on the road of multi-industry coexistence. In the dilemma, OPPO and vivo channel distribution systems have spawned core competition in the corresponding groups. force.
How OPPO and vivo have achieved the rise of the Internet today, sales exceed Huawei's millet
In the final analysis, this problem depends on the traditional channel distribution system to overcome the shortcomings of the Internet business model. Maybe everyone will think that the online trading method will omit the cumbersome shopping links, and the online after-sales protection is relatively perfect, but everyone ignores the online The troubles in the middle of shopping, and not to mention the issue of after-sales time and satisfaction level, in terms of transaction trustworthiness, offline transactions have a slight advantage. In the era when smartphones are widely popular, people choose to start to increase, not The bill will consider the problem from the cost performance, and the online exchange can let the user experience the data. As the saying goes, "Use it before you know" can correspond to the current environment. In the long run, of course, it is still online. Trading is a trend. However, the speed of enterprise transformation in today's enterprises has exceeded the thinking that most Chinese groups can accept. However, in today's imperfect network trading platform construction standards, there are not many fake and false reporting platforms. On the one hand, the user’s distrust is multiplied, resulting in the concept of “one penny and one shareâ€. Most of the trading volume will turn to the next line.
At this time, we look at OPPO, vivo, its channels have been radiation to achieve township level sales stores, OPPO, vivo stores are very large, of which OPPO retail stores generally believe that more than 200,000, the two mobile phone manufacturers after many years of line The deep channel of the next channel is to rely on a large number of individual mobile phone sales stores to achieve huge sales. In the OPPO and vivo systems, only the agents of the upper level can get the goods and then distribute them downwards. This stable and detailed dealer network.
Therefore, it can be seen that OPPO and vivo's "ground troops" promoted the combination of sponsored variety shows, made patch advertisements in popular TV dramas, hired spokesmen to display product images in the form of high-altitude "bombing", and the form of three-dimensional marketing to undertake The influence created is that compared with the Xiaomi mobile phone that was mainly based on the Internet model, the OPPO and vivo of the main offline channel are the winners of the latest round of mobile phone manufacturers. For a time, other mobile phone manufacturers have followed suit and the marketing has returned to the trend. This may be another representative decision to return to the truth.
How does Huawei see this channel of OPPO and vivo?
On this issue, the media also interviewed Huawei Fang Madong. It also said that in the channel construction, Huawei cannot bind the first-level agents through cross-equity like OPPO and vivo, and should also consider the TV advertising. Internal opinions, the decision time is relatively long. Furthermore, even if Huawei can use OPPO and vivo methods, it may not be able to defeat them and must find new ways. On the other hand, Huawei needs global operations, and the 1,000-county plan that is being carried out in China is currently exploring, "the speed is very slow."
Ma Dong also noted that the mobile phone industry marketing is moving towards convergence. Online strong people try offline, offline strong people groping online, OPPO and vivo are also trying some Internet social advertising, public subscription number push resource purchase and other marketing activities, various Internet marketing games, such as APP screen ads WeChat ads, big V forwarding, etc., are all likely to be involved.
One suspense is that the distribution system conveyed by the current offline line is the object of the subversion of the Internet model. From two or three years ago, I played Internet marketing on one side, and now I have highlighted the offline channels and traditional marketing. The change is so fast, I can’t help but wonder if it will take another round in the next few years. Subversion of the intermediate link? Wang Xiaosong believes that this possibility is not ruled out.
There is a risk of OPPO and vivo. Once there is a mistake in the development and launch of new products, the channel will be hungry. If the product is not found for a long time, the mobile phone manufacturer will be returned to its original shape.
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