China-made mobile phones are no longer synonymous with cheap, marketing back to the old style-China-made mobile phones, marketing-IT information

After entering the stock market, China's domestic mobile phone competition is becoming increasingly fierce. Major brands learn from the millet's lessons and VIVO, inverse OPPO hit of success experience, from Internet marketing model return to traditional marketing techniques, celebrity endorsements, smashing heavily advertised, make great efforts to build under offline retail stores, to gain market share last summer.

Winds overnight transfer, mobile pattern of big change. Globally, mobile phone sales growth has become an indisputable fact. According to the market research firm IDC, shipments 343.3 million smartphones around the world in the second quarter of this year, only 0.3% higher than over the same period last year, first quarter shipments increased by only 0.2%.

From the perspective of domestic mobile phone sales growth also fell sharply, the first quarter of 2016, China's Smartphone shipments to 102.6 million, an increase of 2%. Meanwhile, mobile phone manufacturers sphere of this trade-off, season kicks off in Apple reported its revenues of US $ 8.848 billion in greater China, sharp decline in 33% over the last year. While in the ranks of China's domestic mobile phone, despite the various research institutions report data was different, but generally speaking: Huawei outshines, VIVO, OPPO a strong counter attack, Jin rose millet, Lenovo shares declined.

"Due to functionality to the Smartphone's replacement has been completed, 4G Exchange also ended. Domestic mobile phone manufacturers must start facing the stock market. "Market research Chief Analyst of Gartner research on technologies and services of the company Lv Junkuan. Stock market, means consumers are no longer a "Rookie", their demand for mobile phones is more clear, buying behavior tends to be rational, "cheap" and "cheat" mentality is fading, which makes mobile phone manufacturers "Shuffle" more intense . Huawei's consumer business CEO Yu even asserted that the next 3-5 years, global markets can survive 2 to 3 handset manufacturers. Jin Liu Lirong, Chairman also predicted that mobile phone market can only hold 6 to 8 companies in the future.

Stock market, Chinese-made mobile phones that fight how to play? Once-mighty Internet mobile phone manufacturers will fall behind you? Now, regardless of the price, marketing and channels, battle for China-made mobile phones in return.

Is no longer synonymous with low price

China-made mobile phones change in the same. To with series of new products for cases, Huawei P9 pricing 2988 Yuan, above last year P8 of pricing 2888 Yuan, and China Telecom cooperation of "AWN 5" pricing 2399 Yuan, above "AWN 4" of 2099 Yuan, OPPO main models R9 pricing 2799 Yuan, than last year R7 of 2499 Yuan high out 300 yuan, charm family of MX6 from 1999 Yuan up of pricing also above MX5 and MX4 of 1799 Yuan. Even consistent statements will be named "value" of millet, red PRO also released its new price between 1499 to 1999, setting a series of red rice price record.

Once declared that "free hardware" qihoo 360 Zhou hongyi, Chairman of the company said in a recent speech: "the companies make money by mobile phone hardware was reasonable. "In fact, data from a third party, China's Smartphone average selling price rising in 2013 from 1380 until the first quarter of the year 1714. "We observed that Chinese brand mobile phone products prices upward, it's also about consumer acceptability. "Lv Junkuan.

Higher prices mean higher gross margins. Through each of the phones to make more money, it is the first step in China's domestic mobile phone manufacturers facing the stock market, profit improvement, allowing them more freedom in the choice of supply chain, quality control more stringent, after covering a wider range, which can be provided in the process, quality and stability is more assured.

Another expensive "big head" in research and development, China's domestic mobile phone manufacturers also realized that needed to put innovation to build their core competitiveness. Published by the State intellectual property office "2015 development of intellectual property in China" shows that in 2015, invent patent of enterprises ranked in the top 10, mobile phones businesses exclusive 6 seats, the top 4 millet, OPPO, Huawei, ZTE, patent number was 3,516, 3,338, 3,216, 3,183, stunning figure.

See also the list of stars and advertising repertoire

Unit price of China-made mobile phones improve, precisely in order to give market enough "ammunition". "Mobile phone two years ago less advertising, advertising from last year to this year all manufacturers are very big, almost all face. This competition and resource robbing from celebrities, from the air to the ground, a naming fee of 100 million Yuan for the program start. "Liu Lirong said.

From the streets to the station on a subway Billboard, brand Ambassador is almost dizzying. Huawei and Nubian stars Lionel Messi and Ronaldo were employed respectively, gionee M6 got to new businesses and Shawn Yue Feng Xiaogang. Even consistently "Reebs" (millet, founder of Lei) charisma as a selling point of millet, ever specifically for the red phone to wuxiubo, Liu Shi poetry, Asistant fo endorsement. Millet, public relations senior manager Li Lei confessed, Remy wants to enhance the brand image of red rice whole, "stars endorsement is the most common form of offline mobile marketing, the mobile phone manufacturer, and celebrity endorsements, they launch a new phone as usual."

Indeed, the list of stars, advertising, used to play viral marketing, fan the economy of cellphones went back to the old ways. VIVO and up the OPPO clearly gave them inspiration. Since 2011, VIVO and OPPO advertising accounted for almost all the top-rated TV show 2016 VIVO even with 700 million yuan of "super price" named the happy camp, and includes the most popular star of the younger generation were to become the spokesmen of the two companies. There are rumors, VIVO and OPPO per year in arts, Star marketing inputs such as amount of up to 2 billion yuan.

Such marketing "soil", seemingly without Western style, simple and effective. The reason is that Smartphones have become the standard of ordinary people, especially in the two or three lines of the following cities, consumers remain the most traditional marketing to this one. "Current mobile phone market growth is slowing, but the base is still large, mobile growing consumer properties of products. "Assistant Vice President of IDC China Wang Jiping said.

"God" to "into the ground"

China's domestic mobile phone manufacturers to choose traditional marketing methods, another important reason is the re-rise of offline sales channels. Data from market research firm GfK showed that first quarter of 2015 sold 19 million Chinese-made mobile phones online channels, fell 22.6%, but offline channels continues to grow. Mobile phone League Secretary General Wang yanhui of China said: "into the 4G era, business was surging, but the mobile channel since last year started under the regression line. ”

Offline channels, OPPO, VIVO and Golden State the strengths of these established handset makers. OPPO Vice President Wu Qiang admitted that OPPO rise thanks to strong offline channels, "our e-commerce channel sales percentage from no more than 10%." Figures show that the OPPO has more than 200,000 points of sale throughout the country. Liu Lirong said better cooperation with retailers, is Golden State "survived" the important rule, gionee online collaboration over more than 70,000 outlets, more than 200,000 counter, more than 40,000 full-time sales staff, with more than 5,000 companies China Unicom business partnership-building offline channels.

In such a situation, once main business channel Internet phones began to "turn around". Announced red rice with millet Pro will run from August 6 2,149 key customer retail store in the country at the same time went on sale, "millet" from the "service shop" upgrade to "offline retail stores" and a monthly increase of 50 stores, target time reached 1000 3-4 years. Glory, but sales of its flagship Internet series began to consciously through the local team build your offline channels, also in the future to achieve offline dual-channel parallel development.

"Leader" did not dare to offline channels to be taken lightly. Yu admitted that Huawei's channel coverage is still weak, Huawei's focus this year is to complement the breadth and depth of coverage. Huawei currently stores more than 35,000, up 116% from last year, but Yu said: "we have too few retail stores, to open more retail stores. ”

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A data released by the China Research Institute of information and communications shows that first quarter of 2016, market new models of smartphones in China up to 274. University intellectual property Center in China commentator Li Junhui interview with Beijing, said the mobile phone industry more and more patent lawsuits in the future, this is mainly because the cellphone market gets saturated.

中国国产手机不再是低价代名词，营销回归传统打法 - 中国国产手机,营销 - IT资讯

进入存量市场后，中国国产手机竞争日趋白热化。各大品牌吸取了小米的教训和VIVO、OPPO逆袭的成功经验，纷纷从互联网营销模式回归传统营销手法：请明星代言、砸重金做广告、下大力气建设线下零售店等，为赢得未来市场份额使出十八般武艺。

一夜之间风向转，手机格局大变样。从全球看，手机销量增长减速已成不争的事实。市场研究机构IDC的数据显示，今年第二季度全球智能手机共出货3.433亿部，仅比去年同期高出0.3个百分点，比一季度的出货量也仅增长0.2%。

从国内看，手机销量增速同样大幅回落，2016年第一季度，中国智能手机市场出货量为1.026亿部，同比增长2%。与此同时，手机厂商势力范围此消彼长，苹果新一季财报显示，其在大中华区营收为88.48亿美元，比去年同期大幅下滑33%。而在中国国产手机队伍里，尽管各家研究机构报告的数据差异颇大，但从总体上看：华为一枝独秀，VIVO、OPPO强势逆袭，金立上扬，小米、联想份额下降。

“原因来自于功能机到智能机的换代已经完成，4G带来的换机潮也基本结束。国内手机厂商必须开始面对存量市场。”市场机构Gartner研究公司技术和服务研究首席分析师吕俊宽表示。面对存量市场，意味着消费者已不再是“菜鸟”，他们对手机终端的需求更加明确，购买行为也趋于理智，“图便宜”和“听忽悠”的心理正在消退，这让手机厂商的“洗牌”更加激烈。华为消费者业务CEO余承东甚至断言，未来3到5年，全球市场能存活下来的只有2到3家手机厂商。金立董事长刘立荣也预言，手机市场未来只能容下6到8家公司。

面对存量市场，中国国产手机这一仗怎么打？曾经显赫一时的互联网手机厂商会掉队吗？从目前来看，无论价格、营销和渠道，中国国产手机之争都在回归传统。

不再是低价代名词

中国国产手机不约而同地变贵了。以同系列的新一代产品为例，华为P9定价2988元，高于去年P8的定价2888元，与中国电信合作的“麦芒5”定价2399元，高于“麦芒4”的2099元，OPPO主打机型R9定价2799元，比去年R7的2499元高出300元，魅族的MX6从1999元起的定价同样高于MX5和MX4的1799元。就连一贯言必称“性价比”的小米，其新发布的红米PRO同样售价在1499元到1999元之间，创下了红米系列的价格新纪录。

曾经宣称“硬件免费”的奇虎360公司董事长周鸿祎在近期演讲中表示：“厂商通过手机硬件挣钱是合理的。”实际上，来自第三方的数据显示，中国智能手机的平均售价已从2013年的1380元上涨到今年第一季度的1714元。“我们观察到，中国品牌的手机终端产品均价在向上提升，这也和消费者的心里接受能力有关。”吕俊宽表示。

更高的定价，意味着更高的毛利率。通过每一部手机赚更多的钱，正是中国国产手机厂商面对存量市场的第一步，利润的提升，让它们在供应链上的选择更自由，品控更严格，售后覆盖范围更广，从而才能提供在工艺、品质和稳定性上更有保证的产品。

另一个花钱的“大头”则在研发，中国国产手机厂商同样意识到，需要通过投入创新来建设自己的核心竞争力。国家知识产权局公布的“2015年中国知识产权发展状况”显示，在2015年企业发明专利申请受理量排名前10位中，手机企业独占6席，排名前4的中兴、OPPO、华为、小米，申请专利数量分别为3516件、3338件、3216件、3183件，数字颇为惊人。

又见请明星、打广告套路

中国国产手机单价的提高，正是为了给营销攒足“弹药”。“手机前两年广告少，从去年到今年所有厂商的广告投入都很大，几乎都有形象代言人。这种竞争与资源抢夺从人从明星开始，从空中到地下，一个节目冠名费动辄一亿元起步。”刘立荣说。

从大街小巷到车站地铁的广告牌上，手机品牌的形象代言人几乎令人目不暇接。华为以及努比亚分别聘请了球星梅西和C罗，金立为新的商务手机M6敲定了冯小刚和余文乐。就连一贯将“雷布斯”(小米创始人雷军)的个人魅力作为卖点的小米，也破天荒地专门为红米手机找来吴秀波、刘诗诗、刘浩然代言。小米公关部高级经理李磊坦言，小米希望从整体上提升红米的品牌形象，“明星代言是最常见的线下手机营销方式，对于那些手机厂家而言，请明星代言就像推出新手机一样再平常不过”。

的确，请明星，投广告，曾经玩转病毒式营销、粉丝经济的手机厂商又回到了老路上。显然VIVO与OPPO的逆流而上给了它们启示。自2011年以来，VIVO与OPPO的广告几乎占据了国内所有收视率最高的电视节目，2016年VIVO甚至以7亿元的“天价”冠名了《快乐大本营》，而包括年轻一代最有人气的明星也分别成为这两家公司的代言人。有传言称，VIVO与OPPO每年在综艺、明星等营销方面投入的金额累计高达20亿元。

这样的营销“土”方法，看似毫不洋气，却简单有效。原因在于，智能手机早已成为普通人的标配，特别是在二三线以下城市，消费者依然最吃传统营销的这一套。“当下手机市场增速放缓，但基数依然庞大，手机产品的消费品属性越来越强。”IDC中国区助理副总裁王吉平表示。

渠道“上天”转为“入地”

中国国产手机厂商选择传统的营销方式，另一重要原因则在于线下销售渠道的重新崛起。来自市场研究机构GfK的数据显示，2015年第一季度中国国产手机线上渠道销量为1900万部，环比下降了22.6%，但线下渠道依然保持增长。手机中国联盟秘书长王艳辉也表示：“进入4G时代，电商模式一度汹涌澎湃，不过从去年开始手机渠道开始回归线下。”

而线下渠道，正是OPPO、VIVO和金立这些老牌手机厂商的强项。OPPO副总裁吴强坦言，OPPO崛起要归功于线下渠道的强大，“我们在电商渠道的销售比例从没有超过10%”。数字显示，OPPO在全国拥有超过20万家销售网点。刘立荣也表示，与零售商更好地合作，是金立“活下来”的重要法则，金立在线下有7万余个合作网点、20万个专柜、4万多名专职促销人员，还与5000多家中国联通营业厅达成合作建设线下渠道。

在这样的形势下，曾经主打电商渠道的互联网手机也开始“转身”。小米宣布红米Pro将从8月6日起在全国2149家重点客户零售店面同时开售，“小米之家”也将从“服务店”升级为“线下零售店”，并每月增加50家分店，目标在3到4年时间达到1000家。而华为旗下主打互联网销售的荣耀系列也开始有意识地通过各地方团队构建自己的线下渠道，未来同样将实现线上线下双渠道并行发展。

哪怕“领跑者”也不敢对线下渠道建设掉以轻心。余承东坦言，华为的渠道覆盖仍处于弱势，华为今年的重心就是补足渠道覆盖的广度和深度。目前华为的零售店超过3.5万家，同比去年增长116%，但余承东依然表示：“我们的零售店还太少，还要开更多零售店。”

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