The relationship between oppo and BBK (reproduced)
What kind of association will consumers have with such a product? A dull music player like a repeater? Or a home appliance with a dull image like a VCD? Or an audio device that can be shared with Xiao Li? No matter what it is, the brand image of BBK is too solid. < P > It has almost become synonymous with some small household appliances, and its inherent consumer groups are obviously different from MP3 consumers.
what about OPPO? If you are in front of an "OPPO MP3", what can you think of? What I think of is the subway encounter of young male and female masters, which is not only a wonderful love imagination, but also a clear female voice in my ear … and a "music dream" that accompanied the "super female voice" into thousands of families. Entering the store, OPPO is the upstart of MP3 high-end products.
OPPO is an MP3 player owned by BBK. Since its birth, BBK has deliberately concealed the origin of OPPO, and made this noble family appear in front of consumers in an absolutely foreign image. After half a year of OPPO sales, look at OPPO, but its significance to BBK is not just a single-line product.
It seems to be a good family
In order to wash away the "earthy taste", BBK spent hundreds of millions of dollars on the dress of OPPO, a prostitute. On May 12th, 26, the commercial with the theme of "My Music Dream" was officially broadcast on TV stations including CCTV and Hunan Satellite TV.
in just 15 seconds, the story of the hero and heroine dressed as students met in the subway, accompanied by music imagination, spent musical love together, and decided to fall in love after returning to reality. Whether it is the crisp and sweet female vocal accompaniment, the full use of romantic elements in the picture, the clever arrangement of the story, or the careful selection of the male and female protagonists, we can see that advertisers are devoted to this 15 seconds.
who is the advertiser behind this? While being familiar with OPPO music dream commercials, almost all people in the industry have issued such questions. For ordinary consumers, the owner behind it is not the most important, and whether they can own such a fashionable MP3 player has become their doubt.
While the doubts have not been solved, OPPO has launched a powerful communication offensive one after another: the active follow-up of online and media advertisements, and the "OPPO SINA 25 Online Song Rankings" in cooperation with Sina have pushed a wave on the rise of online original songs; OPPO also co-organized the University Singer Grand Prix with the most influential newspapers in various regions, which attracted the attention of the huge consumer group of college students.
At the same time, BBK also started to build a sales network. Contrary to the normal domestic MP3 sales, BBK has built the main sales channel of OPPO in home appliance stores instead of the traditional IT sales channel. In this regard, industry analysts believe that OPPO can avoid a positive conflict with other domestic brands by establishing counters in stores; On the other hand, through the strengthening of the terminal image, the high-end brand image of OPPO is established, and the "foreign" image of OPPO is further emphasized. However, this has also brought about two possible disadvantages: First, does the traditional appliance store with slow entry and slow exit meet the survival needs of such "small profit" consumer goods as MP3? Second, the promotion of traditional stores will inevitably further squeeze the profit margin of MP3. Will the living space of OPPO be reduced because of this?
"why can't OPPO be in traditional stores? There is the most familiar battlefield of BBK. " Lou Xiangpeng, general manager of Fulai Communication Agency in the 21st century, thinks, "Moreover, the positioning of OPPO is quite different from that of ordinary domestic MP3 players, and it also bears the significance of brand image, so it is natural to sell it in traditional appliance stores."
There are women growing up
Most MP3 companies in China still live in the "grassroots class", and even industry leaders like Patriot are still looking for opportunities outside the high-end market. BBK has entered the MP3 industry with "OPPO" in a high-profile way, and followed the conventional operation habits-looking for subtle gaps in the industry, driving straight ahead, tearing open cracks and controlling the market.
First of all, BBK "found a good match". Although BBK still maintains its domestic leading edge in repeater, cordless telephone, VCD and other products, these "advantages" are gradually narrowing, which comes from the reduction of added value of products' functions and the increase of similarities; On the other hand, the shrinkage of the industry is also serious. BBK needs to find a new entry point. Communication and electronics are the comparative advantages of BBK, and the rapidly growing MP3 market in recent years has aroused the interest of BBK. The main users in MP3 market are young people who are not loyal to the brand, but are easily moved by brand details and directly lead to consumption, and like new things. For the laggard BBK, MP3 market is a world worth gambling.
Secondly, BBK made a good dowry for the girl. From TV advertisements to the promotion of print media; From the choice of TV sponsored programs to the elaborate production of advertising content; From the launch of the ground media to the promotion of public relations activities, OPPO is trying to create a three-dimensional "dream", hoping that more young people will enter this dream world and recognize OPPO, thus becoming the protagonist of OPPO's "music dream". This is a series of fairly accurate new product listing steps. The configuration of high dowry has created a beautiful family.
Furthermore, BBK is ready to catch a rich man. Although it is a backward rookie, OPPO is not inferior to foreign MP3 high-end brands in terminal momentum. For consumers, the most direct performance is the configuration and pricing of OPPO. The price of the 256M version even exceeds that of many domestic 512M products. For example, the low-end X3(256M) offers nearly 1, yuan, while the higher-end X9(256M) offers nearly 1,5 yuan. In the case that the products of the same grade of imported brands have plunged sharply, OPPO insists on such pricing. No wonder the media uses words like "jaw-dropping" to describe consumers' psychological feelings.
but as far as bbk is concerned, such market positioning is necessary. OPPO was born in an environment with rapid growth but more than 3 competitors. Looking at the current domestic MP3 market, although domestic brands have occupied nearly 3/4 of the market share, their share in the high-end market with the most profit margin is less than 1/4. Does OPPO choose to compete with a flock of sheep for grass or a few wolves for meat?
if you choose a wolf, OPPO can only become a wolf first.
It's hard for a daughter to marry
However, a series of public relations communication activities of OPPO are based on strong backstage support. After the beautiful dream is drawn, whether consumers are willing to dream with them is still an unknown answer for the enterprise.
judging from the current market reaction, OPPO has established sales counters in many major terminal stores in China, successfully established the terminal brand image, and achieved good results in the high-end MP3 market sales. "From the current sales situation of OPPO in the MP3 market, it should be ranked in the top three in the domestic market." Wang Changchun, general manager of BBK, said.
But the MP3 market is definitely different from VCD and repeater. The latter is a unique domestic industry with little market competition, while the former two are global industries. From the very beginning, China's MP3 market has been included in the global competition. No matter SONY, Apple or Samsung, these high-end MP3 leaders are brands that have accumulated for decades or even hundreds of years. These brands are far higher than any domestic MP3 manufacturer in terms of technical content and brand content, which is one of the reasons why some domestic enterprises dare not easily "break ground" in the high-end market despite their technical capabilities. OPPO directly starts from the brand and competes with foreign manufacturers. Can it stand the brand collision?
it is much more difficult to defend the brand of p>MP3 in China than to defend the color TV in those days. Color TV sets are labor-intensive products, and domestic enterprises can rely on low-cost labor to drive away Panasonic and SONY. However, domestic enterprises have little room to play in most costs of MP3.
there is a saying in the market: "low prices are not invincible, but high prices are definitely enemies." Another suspicion comes from the pricing of OPPO. Will the huge public relations promotion expenses, the high promotion expenses of terminal stores and the brand building expenses all be spread on the products and then passed on to consumers? Most of the high price of OPPO comes from higher configurations, which are not unique to BBK. Can the "assembled" high-end brands be unique to OPPO for a long time? In the face of foreign high-end manufacturers such as Samsung and SONY with stronger capital and technical support, how long can OPPO's relatively weak brands last?
Some critics think that OPPO is playing a swollen face and filling a fat man, but Zhang Dingjian, chairman of Hejiuding Product Power Marketing Agency, thinks that BBK's operation on OPPO brand "has a product foundation, and the product foundation is very good. OPPO will not survive by the word brand. " When further talking about the advantages of OPPO, Zhang Dingjian said: "The product design is the main gap between domestic MP3 and foreign products at present, and the appearance has always been the focus of Duan Yongping, so we don't need to worry about OPPO."
no matter whether the above "worries" can be solved smoothly by bbk, OPPO will be at the high end of life for a long time, and bbk will face a long-term brand maintenance war.
high-profile marriage, or building a nest to attract phoenix?
bbk has invested heavily to establish a high-end image of "OPPO" and actively build a high-end brand of "OPPO" in terminal stores, just to sell "OPPO MP3"?
Is the p>MP3 market big enough for BBK to make such a big bet?
bbk audio-visual electronics co., ltd. began to plan the brand OPPO as early as 22. at that time, it mainly planned to produce high-end scientific and technological products such as LCD TV, plasma TV, fashion digital, etc., in order to break the shackles of bbk brand as a small household appliance (DVD, telephone, impression repeater, etc.). After three years, "OPPO" was launched, but it was placed in the MP3 market. It is not known whether "OPPO" will only appear as a sub-brand of BBK MP3, or whether it will gradually expand into another multi-product high-end brand of BBK.
"BBK doesn't just want to influence the domestic market." The insiders boldly estimate: "BBK has always been cautious in foreign markets, and it has encountered some restrictions in its development abroad because of trademarks and other reasons. OPPO brand may help BBK to better explore overseas markets."
From this perspective, the purpose of BBK's concoction of "OPPO" may not be to marry a woman, but to marry. It's not a girl who is waiting for a price, but building a nest to attract phoenix.
at present, all consumers can see is "OPPO MP3". The previous public relations activities and BBK's corporate style have doomed OPPO to launch a protracted war in the industry. What OPPO, which has pushed itself to the forefront, can do is to persist and be firm. Once OPPO lets go in the high-end market, penetrates the product line downward, or neglects the subtle changes of competitors, the brand building achievements of OPPO in the early stage will be wasted.