Foreign media comment on OPPO, VIVO rise: remarkable potential-OPPO,vivo-IT traditional physical retail store information
Wrote a few days ago the Wall Street Journal reported the Chinese mobile phone manufacturer OPPO and Vivo's sales model. Points out that relies on Internet sales with millet, Huawei rely on cooperation with a mobile application to expand its user base is different, OPPO and Vivo is focused on retail. Flowers blooming all over, every corner store in China so that the two brands of the rapid growth in market share over the past year, finally standing on China's mobile phone market in the second and third place. Following is the content of the original:
Li Dong (sound) to Zhengzhou, where he saw two four-letter word: "OPPO" and "Vivo".
On billboards, bus stations, television and social media, the two belong to a big company phone manufacturers are engaged in a rare ad campaign in the Chinese mobile phone industry.
"City are their ads everywhere, no matter where you go, you can hear the OPPO ' charge for five minutes, call two hours ' slogan," Li said. 25, Li is a worker in a factory in Zhengzhou.
Both brands belong to Guangdong BBK Electronics Co., Ltd. OPPO sell high-end phones, these phones usually come with high-end cameras, using gold or rose gold metal body, giving a luxurious feel, Vivo, for younger consumers to sell cheap mobile phones.
Expensive iPhone mobile phone sales growth in China, but the two emerging brand popularity soared. They rely on the traditional physical storefronts and continuous advertisements. According to market research firm Strategy Analytics data, shipments from the second quarter of this year, OPPO and Vivo occupy second and third place respectively in the Chinese market, just behind the company.
The success of the two companies is a threat to Apple. China used to be Apple's fastest-growing market, according to Strategy Analytics, statistics, iPhone market share last quarter fell to 7%.
" Apple is working towards the middle class in China, where consumers are increasingly savvy, they are more concerned about price rather than brand ," market research firm Canalys Peng LU Ping, head of China Research (Nicole Peng) said. " China is a challenging market for Apple. ”
In the midst of the two brands, OPPO directly facing the possible purchase of iPhone consumers. OPPO cell phones have many of the same features as iPhone, but lower prices. Its highest-price model R9 Plus has 128G of memory, priced at 3299, Apple's cheapest mobile phone iPhone SE----16G memory sells 3288, cheap 10 Yuan.
OPPO technical planning director Lu Jianqiang said, over the past few years, OPPO focuses on establishing their own retail channels, while other brands are with Telecom operators and e-commerce platform to expand sales.
"Our strategy is like a play," said Lu Jianqiang. "We focus on your piece, and not worry about what rivals are doing. ”
Their competitors include Huawei, and millet. Huawei by selling mobile phone service providers to build its user base, while millet is a precedent, sell phones directly to consumers via the Internet.
Different from Huawei and millet, OPPO and Vivo opened a retail store, and signed exclusive distribution agreements with retail stores.
Peng Luping said: "it's a bit like franchise mode, allow dealers to them highly motivated to sell. ”
The two companies started out as a small city. Where people are more used to the traditional way of shopping. Just like KFC and McDonald's, they keep the stores open to every corner of the city, OPPO and Vivo mobile phones become the first choice for many Chinese sellers.
Li said: "Vivo and OPPO's retail stores are everywhere, buy their mobile phone is very easy. "Li spent 2598 recently bought a Vivo X7 cell phone.
In the past year, OPPO's market share has doubled in China 1 time, grew to 14%. Meanwhile, Vivo's market share increased from 7.4% to 12%. Huawei ranked first in market share with 18%, but Apple and millet's share has fallen.
OPPO and Vivo's strategy was very effective, causing the imitation of Huawei and millet. After the two companies are planning to open more retail stores. Last rely almost exclusively on social media outreach millet spree last month from the start of the outdoor advertising, and hired a celebrity endorsements for their products. Millet is playing the patriotic card in its advertising, said his phone was "national mobile phone".
Millet selling high with cheap handsets and starts, and became the most valuable startups in China. However, to increasingly tech-savvy Chinese consumers satisfaction becomes more and more difficult.
Jin Lu Weibing, President believes thatOPPO and Vivo offline brand has established that the store of vitality .
When the millet market share reached its peak two years ago, investors believe that the next half of Smartphone will be sold online.
"When there is concern that the traditional retailer will disappear," said Lu Jianqiang. "You can't imagine a world, everyone stayed home, in addition to courier in the street, and no one else. This, of course, is impossible, because human beings are social animals. “
外媒评OPPO、vivo崛起：传统实体零售店潜力惊人 - OPPO,vivo - IT资讯
华尔街日报日前撰文报道了中国手机厂商OPPO和Vivo的销售模式。文章指出，跟小米依靠网络销售，华为依靠跟移动运用商合作扩大用户群不一样，OPPO和Vivo专注于在开设零售店。开遍中国每一个角落的零售店让这两家品牌的市场份额在过去的一年迅速增长，最终站在了中国手机市场第二和第三的位置。以下为原文内容：
无论李东（音）走到郑州哪个地方，他都能看见两个四字母的单词：“OPPO”和“Vivo”。
在广告牌、公交车站、电视和社交媒体上，这两家同属于一家大公司的手机厂商正在进行一场在中国手机业界罕见的广告战。
“市区里到处都是他们的广告，无论你走到哪里，你都能听到OPPO的‘充电五分钟，通话两小时’广告语，”李东说。今年25岁的李东是郑州一家工厂的工人。
这两个品牌同属于广东步步高电子有限公司。OPPO销售高端手机，这些手机通常配有高端摄像头，采用金色或者玫瑰金色的金属机身，给人一种奢华的感觉，Vivo则面向年轻消费者销售廉价手机。
价格高昂的iPhone手机在中国的销售增长乏力，但是这两个新兴的品牌却人气飙升。它们依靠的是传统的实体店面和不间断播放的广告。根据市场研究公司Strategy Analytics的数据，从今年第二季度的出货量来看，OPPO和Vivo分别在中国市场占据第二和第三的位置，仅仅落后于华为。
这两家公司的成功对苹果来说是个威胁。中国曾经是苹果增长最快的市场，但根据Strategy Analytics的统计，上个季度iPhone在中国市场的份额跌到了7%以下。
“苹果正在努力争取中国的中产阶级，这里的消费者越来越精明了，他们更加关心性价比，而不仅仅是品牌，”市场研究机构Canalys的中国研究主管彭路平（Nicole Peng）说道。“中国对苹果来说是一个具有挑战性的市场。”
在这两个品牌当中，OPPO直接面向可能购买iPhone的消费者。OPPO手机拥有许多跟iPhone一样的功能，但是价格更低。其售价最高的机型R9 Plus拥有128G内存，售价仅为3299元，而苹果最廉价的手机——16G内存的iPhone SE——售价3288元，只便宜10元钱。
OPPO技术规划负责人卢建强称，在过去的几年里，OPPO专注于建立自己的零售渠道，而其他品牌则是通过跟电信运营商和电商平台合作扩大销售。
“我们的策略就像是下围棋，”卢建强说。“我们专注于摆好自己的棋子，而不担心对手在做什么。”
他们的对手包括华为和小米。华为通过把手机卖给移动服务提供商建立起其用户群，而小米则开了先河，通过互联网直接向消费者销售手机。
跟华为和小米不同，OPPO和Vivo开设了零售店，并跟零售店签署了独家经销协议。
彭路平说：“这有点像特许经营模式，让经销商高度积极地为它们销售手机。”
这两家公司从小城市起步。那里的人们更习惯于传统的购物方式。就像肯德基和麦当劳一样，它们把零售店开到了城市的每一个角落，让OPPO和Vivo手机成为许多中国销售者的首选。
李东说：“Vivo和OPPO的零售店到处都是，买它们的手机很方便。”李东最近花了2598元买了一部Vivo X7手机。
在过去一年，OPPO在中国的市场份额翻了一倍，增长至14%。与此同时，Vivo的市场份额从7.4%增长至12%。华为以18%的市场份额排在了第一，但是苹果和小米的份额均出现了下降。
OPPO和Vivo的策略非常有效，引起了华为和小米的模仿。后两家公司正在计划开设更多的零售店。过去几乎只依靠社交媒体进行宣传的小米从上个月开始大举做起了户外广告，并聘请了明星为其产品代言。小米在其广告中打起了爱国牌，称自己的手机是“国民手机”。
小米靠销售高配廉价手机而起步，并成为了中国最有价值的初创公司。然而，要让越来越懂科技的中国消费者满意变得越来越难了。
金立总裁卢伟冰认为，OPPO和Vivo等线下品牌的成功证明了实体店的生命力。
在两年前小米市场份额达到顶峰的时候，电商投资者认为，未来将有一半的智能手机都是在网上销售的。
“那时候有人担心传统实体零售商会消失，”卢建强说道。“你无法想象这样的一个世界，人人都待在家里，街上除了快递员，没有其他人。这当然是不可能的，因为人类是社交动物。“