IDC: Celebrity short can boost the sales of China-made mobile phones, will not work for a long time-OPPO,vivo, Huawei-IT information

Beijing time on August 17, market research firm IDC said in a report published in the latest, celebrity endorsements of the Smartphone market in China was rampant, from the short term to boost sales, but due to a lack of brand loyalty, this practice is not effective in the long run.

IDC report shows that the second quarter of this year, ahead of China's Smartphone market in the first three followed by large manufacturers: Huawei, OPPO and vivo, which accounted for 47% of the market share. In first quarter of 2015 and 2016, the big three market share occupied by 43% and 45%, respectively.?????The big three's share continues to grow, indicates that the Smartphone market in China is further integration. "Huawei, OPPO and vivo success on the market, due to their positive marketing tool, to set up their own brands and focus on product differentiation. "IDC Asia Pacific Terminal research equipment Research Group senior analyst Tay Xiaohan said.

? Huawei in the second quarter, OPPO and vivo occupied 47% share of the Smartphone market in China

Some of the main features of the Smartphone market in the second quarter:

Offline channels

OPPO and vivo continue to lead, to a large extent benefited from the strength of their offline channels. Its stores and advertising accounted for most of China's three to five cities. Consumers living in these cities, they can easily reach the stores get after-sales service. In one or two cities, they continue to focus on supporting the popular entertainment programs, to win customers. Activities Jingdong 618 during the OPPO and vivo through a substantial increase in the number of mobile phones sold.

Marketing information focusing on some key technologies

Second quarter of 2016, Huawei and two name OPPO Smartphone manufacturers, their marketing message is focused on one or two key technologies. OPPO in disseminating new R9, highlighting fast-charging technology (such as advertisements "to charge for 5 minutes, call 2 hours") as well as on the camera and camera technology. Huawei P9 has focused the camera technology.

Celebrity endorsements

In the second quarter of this year, China's major smartphone manufacturers compete to invite celebrity endorsement of products, aimed at winning the China smartphone sales growth--the main market for computer users. When OPPO release R9 series, invited a number of brand ambassadors. OPPO propaganda success, other brands followed suit. Vivo asked a Korea star as brand ambassadors. Millet red m series invites three different brand spokesperson. Huawei recently announced China glory brand Ambassador, until then, Huawei's marketing message focuses on product features.

"In the past, rice opened the online sale of mobile phone models, others quickly followed, create your own online brand. OPPO succeeded in the R9, the major mobile phone manufacturers have tried to invite celebrities, trying to attract young users. "Tay Xiaohan said.

Despite the Chinese smartphone market has been saturated, market growth was mainly driven by Exchange users, but the major suppliers were still vigorously implement the marketing strategy, trying out new marketing methods to win customers.

"Invite celebrities, could contribute to enhancing product sales in the short term, but in the long term, perhaps enough to fuel sales growth. Because of the small difference, simply cannot guarantee that brand loyalty. Thus the major manufacturers had to jump out of a rut, continues to introduce new, only in this way can consumers pursued their own products. "Tay Xiaohan concludes.

IDC：名人代言短期可提振中国国产手机销量，长期行不通 - OPPO,vivo,华为 - IT资讯

北京时间8月17日消息，市场研究机构IDC在最新发布的一份报告中称，中国智能手机市场明星代言成风，从短期来看能够提振产品销量，但由于客户缺乏品牌忠诚度，长远来看这一做法并不凑效。

IDC的报告显示，今年第二季度，排在中国智能手机市场前三大厂商依次为：华为、OPPO和vivo，它们占据了47%的市场份额。在2015年和2016年第一季度，三大厂商所占据的市场份额分别为43%和45%。三大厂商所占份额持续增长，表明中国智能手机市场处于进一步整合当中。 “华为、OPPO和vivo在市场上获得成功，归结于他们的积极营销手段，努力建立了自己的品牌，同时关注了产品差异化。”IDC亚太区终端研设备研究团队资深分析师Tay Xiaohan表示。

▲二季度华为、OPPO和vivo占领中国智能机市场47%份额

第二季度中国智能手机市场一些主要特点：

线下渠道力量

OPPO和vivo继续保持领先，很大程度得益于它们线下渠道的实力。其门店和广告占据了中国大多数三到五线城市。对居住在这些城市的消费者而言，他们可以很轻松地前往实体店获得售后服务。在一、二线城市，他们继续专注支持热门娱乐节目，从而赢得消费者。在京东618活动期间，OPPO和vivo通过电商售出的手机数量也有大幅增长。

营销信息聚焦某项关键技术

2016年第二季度，华为和OPPO名列智能手机厂商前两名，他们的营销信息都专注一项或两项关键技术。OPPO在宣传新品R9时，重点突出了快速充电技术（比如广告词用了“充电5分钟，通话2小时”）以及摄像头和自拍技术上。华为的P9则重点突出了摄像头技术。

明星代言

在今年第二季度，中国各大智能机厂商竞相邀请明星代言产品，旨在赢得推动中国智能手机销量增长的主力军市场——换机用户。OPPO在发布R9系列产品时，邀请了几位品牌大使。在OPPO宣传获得成功后，其他品牌纷纷效仿。vivo邀请了一位韩国明星担任品牌大使。小米为红米系列产品邀请了三位不同的品牌代言人。华为近期也公布了中国地区荣耀品牌的形象大使，在此之前，华为营销信息专注于产品功能而展开。

“在过去，小米开启了线上销售手机模式，其他厂商迅速跟风，各自创建了自己的网络品牌。在看到OPPO在R9上取得了成功，各大手机厂商纷纷尝试邀请明星代言，试图吸引年轻用户群。”Tay Xiaohan表示。

尽管中国的智能机市场已处于饱和状态，市场增长主要靠换机用户驱动，但各大供应商仍在大力实施营销策略，尝试使用新的营销方法来赢得消费者。

“邀请明星代言，短期内可能有助于提高产品销量，但从长远来看，或许并不足以推动销量增长。由于产品差异性很小，根本无法保证品牌忠诚度。因而各大厂商必须跳出窠臼，不断推陈出新，只有这样消费者才能追捧自己的产品。”Tay Xiaohan总结说。