If the spoiler millet appears to the mobile phone industry to set off a wave of channeling to the offline, then OV can be said that the entire industry re-emphasis on offline channels, a major factor.
Offline sales of these two companies can not be underestimated: with the joint incentives such as subsidy facade decoration and high sales commission, whether in the streets, alleyways, cities or the countryside, you can see a lot of mobile phone stores Have flopped to become the OV sales point. Coupled with overwhelming online and offline advertising, eyeful are OV instant perception that instantly formed, and business results have indeed proved the success of its strategy.
Aurora Big Data "2017 Q3 smartphone industry research report" shows that the current OPPO and vivo ranked third in the brand retention rate, respectively, corresponding to 16.3% and 14%, second only to Apple (18.5% ) And Huawei (18.1%) these two manufacturers.
In terms of sales volume in the third quarter, the two vendors ranked second and third, respectively, of which OPPO accounted for 18.7%, while vivo was 16.4% .To be in the first place is Huawei Sales accounted for up to 21.3%.
Although the total is less than Huawei, but the details of the report is particularly interesting.In the third quarter sales accounted for the top ten models, in addition to Apple's iPhone 7 Plus and iPhone 7 list, the remaining 8 models are OV models. Thus, OV is very good at creating 'burst models'.
Although the outside world is seen as a 'rural encircling the city' strategy model, but the distribution of mobile phone brand sales price data shows that OV's models are actually not low price.In the third quarter sales models, the price Between 1,000-2,999 models accounted for more than 80% of the two companies, and the main cost-effective millet significant difference.
It can be said that the depth of excavation and satisfaction of user needs to paralyze the price sensitivity of consumers to some extent, the brand image, if Apple represents the high-end, millet represents the cost-effective, then OV most focused elements Is a fashion.Variety of variety shows by a variety of popular hiring stars and act as spokespersons, etc., OV to create a fashion-linked brand positioning.
In addition to its positioning, the OV also captures consumers' implicit needs with smart phone features and communicates them to consumers through catchy messages such as' Charging for 5 minutes, calling for 2 hours' Charging function, and high-resolution Selfie and camera function of "20 million before and after, taking pictures more clearly".
Catchy slogan coupled with the star aura of light, on the one hand can highlight the highlights of the product well, on the other hand can avoid having a large target group (either by function or by the spokesperson of the audience) Into too tangled products cost-effective situation.In the present hot economy of fans, the success of these two companies is not difficult to understand.
If the spoiler millet appears to the mobile phone industry to set off a wave of channeling to the offline, then OV (OPPO and vivo) can be said that the entire industry re-emphasis on the offline channel a major factor.
Offline sales of these two companies can not be underestimated: with the joint incentives such as subsidy facade decoration and high sales commission, whether in the streets, alleyways, cities or the countryside, you can see a lot of mobile phone stores Have flopped to become the OV sales point. Coupled with overwhelming online and offline advertising, eyeful are OV instant perception that instantly formed, and business results have indeed proved the success of its strategy.
Aurora Big Data "2017 Q3 smartphone industry research report" shows that the current OPPO and vivo ranked third in the brand retention rate, respectively, corresponding to 16.3% and 14%, second only to Apple (18.5% ) And Huawei (18.1%) these two manufacturers.
In terms of sales volume in the third quarter, the two vendors ranked second and third, respectively, of which OPPO accounted for 18.7%, while vivo was 16.4% .To the top of the Huawei Sales accounted for up to 21.3%.
Although the total is less than Huawei, but the details of the report is particularly interesting.In the third quarter sales accounted for the top ten models, in addition to Apple's iPhone 7 Plus and iPhone 7 list, the remaining 8 models are OV models. Thus, OV is very good at creating 'burst models'.
Although the outside world is seen as a 'rural encircling the city' strategy model, but the distribution of mobile phone brand sales price data shows that OV's models are actually not low price.In the third quarter sales models, the price Between 1,000-2,999 models accounted for more than 80% of the two companies, and the main cost-effective millet significant difference.
It can be said that the depth of excavation and satisfaction of user needs to paralyze the price sensitivity of consumers to some extent, the brand image, if Apple represents the high-end, millet represents the cost-effective, then the most OV focus on the elements Is a fashion.Variety of variety shows by a variety of popular hiring stars and act as spokespersons, etc., OV to create a fashion-linked brand positioning.
In addition to its positioning, the OV also captures consumers' implicit needs with smart phone features and communicates them to consumers through catchy messages such as' Charging for 5 minutes, calling for 2 hours' Charging function, and high-resolution Selfie and camera function of "20 million before and after, taking pictures more clearly".
Catchy slogan coupled with the star aura of light, on the one hand can highlight the highlights of the product well, on the other hand can avoid having a large target group (either by function or by the spokesperson of the audience) Into too tangled products cost-effective situation.In the present hot economy of fans, the success of these two companies is not difficult to understand.
