Many people ridicule OPPO and VIVO, saying that they are special machines for factory girls and village girls, and their superiors rely solely on the amount of advertisements and variety shows.
This view is too one-sided.
There is no casual success. Although both factories are good at marketing, it is impossible to achieve today's achievements by advertising alone. There are many manufacturers who can afford advertising, but why are their two brands so successful?
Look carefully, in fact, they are all excellent.
1. Strong strategic determination
When Xiaomi made a splash and domestic manufacturers followed suit, the two factories were unmoved.
They stick to the traditional offline channels and continue to work hard. In Chinese mainland, where there is a well, there is a blue-green mobile phone shop.
They also refuse to play the boring game of selling futures at high prices and low prices, and insist on high-end positioning and reasonable profits, so their financial situation has always been healthy.
2. Clear positioning and attach importance to small white users.
High-end fashion mobile phones, this is their brand image.
The establishment of this brand image has a lot to do with their attention to Xiaobai users in publicity work.
Xiaomi has been building brand images such as "fever" and "geek", but the blue-green factory has not done so. The biggest feature of their advertisements is "clear and easy to understand". They never have complicated functional gimmicks, nor do they speculate on configuration parameters. They just tell you that "this mobile phone is beautiful and easy to use", even a fool can understand it.
For people who don't understand mobile phones and are not interested in spending time studying them, mobile phones are a tool. Why spend so much energy to get to know them? For these people, the advertising communication of OPPO and VIVO is the friendliest.
3. Clear selling point
Although the functions of these two brands are relatively balanced, there are no obvious shortcomings. However, a selling point focusing on photography and music is deeply rooted in people's hearts.
Not to mention the actual experience of the product, what can impress consumers with its selling point is success. At least in delivering selling points to consumers, the blue-green factory is excellent.
4. Channel advantages
This is the most talked about and analyzed. Now Xiaomi and Huawei have also begun to pay attention to offline channels. I won't say much here.
5. Quality control and technical application to meet the needs of users.
The positioning is clear, the selling point is successfully conveyed to consumers, and consumers also pay for it. Is it over?
No, of course, the mobile phone is still easy to use. In order to form a word of mouth, there are repeat customers.
OPPO and vivo's mobile phones are beautiful in appearance, excellent in quality and workmanship, and definitely worthy of this price. The performance is also very balanced, and there is no short board, which is completely enough.
At this point, the needs of consumers have been met.
However, these two brands of mobile phones sometimes add some "new technologies" to bring unexpected joy to consumers.
For example, the slogan "Charge for 2 minutes and talk for 5 hours" was the first one they shouted. How simple and easy to understand this slogan!
Technology is not cold, but care for users' needs. Technology is not to show off the parameters and make you listen in a fog, but to tell you that I will meet your needs.
From this perspective, the blue-green brand is a humanistic brand. This is what other domestic manufacturers need to understand and learn.
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