Recently, the 'negatively-ridden' Jin Li mobile phone was on fire.
Which Jinli mobile phone? Yes, that Feng Xiaogang, Yu Wenle, Xu Fan, Xue Zhiqian, Liu Tao, Ke Jie and other big celebrity endorsements, titled TV series "Chu Qiao Biography", "Happy Comedy Man 3", "Cross-Border Song King", " The most powerful brain and more than a dozen variety show Jin Li mobile phone.
Recently, Jinli's supplier Ophelia Technology stated that Jinli has owed more than 600 million yuan and was overdue for more than two months. At present, the company has stopped shipping to Jinli. Jin Li, Chairman of the Board, Liu Lirong admitted in an interview that Jin Li’s funding problem is due to In 2016 and 2017, the marketing expenses and investment costs were exceeded, of which the marketing cost was 6 billion yuan.
However, among the mainstream mobile phone manufacturers in China, Jin Li can be said to use fewer spokespersons. At the end of March, at the OPPO R15 conference, Chen Weijun, Wang Junkai, Aaron Fu, Zhang Yishan, Yang Zi, Xiao Jingteng, Li Yifeng, Jay Chou, Hebe and many other stars. All participated in the evening ceremony. Some netizens laughed and said that the OPPO had invited half of the entertainment circles. From the star’s perspective, it spanned multiple age groups, and it was a number of celebrities who participated in the rally. This was an opportunity for OPPO. The way of money is indeed a must for the smart phone market. There are more than a dozen celebrity endorsements for a mobile phone. Some people commented that 'Everyone's fans have come to buy a few mobile phones, which is enough for OPPO to earn!'
Other vendors are not to be outdone. Huawei’s spokesmen include Guan Xiaoyu and Zhang Yixing. Xiaomi’s spokesmen include Wu Yifan and Liu Xiaoran; glory spokespeople include Hu Ge, Sun Yang, and Zhao Liying; Vivo’s spokespeople include Curry, Lu Yong, Zhou Dongyu, Peng Yuxi, and Ni Ni. Someone laughed and said, 'The mobile phone manufacturers are looking for spokespeople. The stars are not enough.'
Some media claimed that the mobile phone market has shifted from 'product-driven' to 'marketing-driven'. Why is the current mobile phone makers loyal to spending money on celebrity spokespersons because of the lack of breakthrough innovation in mobile phone product homogeneity?
The product is not enough, and the stars come together. Although this star's 'brainwashing' endorsement approach has been met with a lot of users' Tucao. However, manufacturers looking for celebrity endorsement of their own mobile phone products have become an inherent 'routine', and sometimes Thanks to the celebrity effect, it is indeed possible to increase the visibility of brands and products. In fact, relying on celebrities is not always a bad thing. After all, living is the most important task for any business. However, if all marketing is pinned on one or two On the star, it would be a big mistake. You said what kind of spokesperson Apple should find? Any star may be inferior to Apple.
China’s mobile phone market is huge. In the exploration of going abroad, China’s mobile phone brands have also performed well. But if you leave the market aside, product innovation, brand appeal, and profitability are far better than Apple’s. You will find that In addition to the routines, there are really not many new mobile phone highlights. The amazing 'innovation' of black technology is almost impossible because all mobile phones are imitating Apple, full screen, Liu Hai design, etc. In terms of product performance, many Then put the camera function in the first place, the hardware has done a basic upgrade. In addition to the pursuit of a custom shell of the face value, can not see the obvious difference.
Regarding marketing as king or product as king, different people have different opinions, but it needs to be reminded that the consciousness of consumption of young people is becoming more and more mature. Who would be willing to pay for 'IQ taxes'? This kind of 'entertainment marketing' How far can the road go?
Shopping malls, such as the battlefield, lost all their losses.