Today, the mobile phone market has already bid farewell to the high-explosive enclosure era and entered the highly competitive Warring States era. On the evening of May 2, IDC released data showing that the global smartphone market shipments in the first quarter of 2018 fell by 2.4% year-on-year. Shipments in the Chinese market fell below 100 million for the first time since the third quarter of 2013.
The market share has shrunk. The competition of mainstream mobile phone brands has become increasingly fierce. At the same time, homogenized technology and appearance have also constrained the development of brands and products. Huawei's mobile phones with over 4,000 yuan in damage, OPPO, vivo, and millet are pushing mobile phones over 3,000 yuan. , To start the transformation and upgrading. Thus, the Samsung S series as the only product in the industry that can compete positively with Apple's products, with the domestic market as Ebb Tide competition, but also caught in the domestic mobile phone bayonet see red tight and melee situation.
Due to the gradual upgrading of the consumption environment, smart phones are gradually developing in the high-end market. High-end mobile phones account for a larger proportion in the entire mobile phone market. Samsung, Huawei, 8848 and other brands have launched ultra-high-end mobile phones. The high-end mobile phone industry now presents a A flourishing bloom.
Focus on the ultra-high-end market with a price of over 10,000 yuan. Due to China Telecom’s advance awareness and layout of the overall market, it is the invincible presence of the world series in the ultra-high-end market. According to authoritative media statistics, the world’s highest occupancy rate Nearly 90% of the mobile phone market share was over 10,000 yuan. However, with the gradual opening of the high-end market, 8848, Huawei and other brands have stepped in, resulting in the diversion of users, and the fact that the world has become the only one has become the past.
High-end brand users are younger, and women consumers are the main consumers
With the development of China's economy, the model of China's social economy has changed. The first generation of wealth has gradually retired, and the second generation of wealth creation has become the main force of high-end society.
The Chinese market accounts for 32% of the global total demand for luxury goods, and this figure will rise to 34% in 2020. In terms of changes in the gender ratio, Chinese women, especially professional women, have also significantly increased their desire and ability to purchase luxury goods. Of the total 73% were women and 27% were men.
According to the data, the current size of the female economic market in the Mainland is close to 2.5 trillion yuan, and is expected to reach 4.5 trillion yuan by 2019. The explosive growth in female consumption continues to increase. Among female consumers, women occupy the leading position in the workplace. Types of female consumers are between the ages of 26 and 36. Vocational female consumers usually have a high level of knowledge and education, wide vision, and strong autonomy in all aspects of life and learning. The quality of life has high requirements, the level of aesthetics has also reached a certain height, and is relatively economically independent, the level of consumption is relatively high. High-luxury brands are also constantly tapping the consumption power of female users.
To sum up, in the present and the next few years, Chinese female consumers have a growing demand in high-end consumption. In the mobile phone industry, female high-end mobile phones have always been a vacancy.
Creating a Marketing Community, China Telecom Innovation Breaks
With the development of the market, the original price segment will be broken, and the brand-new market structure will be re-divided in the future. This time China Telecom’s innovative launch of the “Jin Yu Xiang Feng” combination is the first time that the industry has started testing CP marketing. Once released, it triggered the attention of the entire industry. It is the old king of high-end mobile phones, and Samsung is the king of technology that focuses on the hardware facilities in the industry. Both are targeted at elite men, and one is the main high-end woman. They complement each other. The first shot of the CP marketing campaign in the mobile phone industry.
CP (character pairing) was originally a two-dimensional concept, referring to the pairing of related characters. Later the concept was generalized and gradually became a reference to all related pairs. In high-end brands, 'CP marketing' is also an important marketing. Techniques, including watches, cosmetics and other high-end perfume brands dior has launched Dior J' adore true love soft perfume and Dior Homme 桀骜 men's Eau de Toilette and many other couples combination perfume, sexy and soft women's fragrance, men's perfume restrained and exquisite, two The combination of sales, emotionally induced consumer desire to buy.
This time, China Telecom has a deep understanding of the ultra-high-end mobile phone market and the experience of the trader, China Telecom has combined the reputation of the ultra-high-end market of the W series for 10 years and the high visibility of the S-series flagship brands, not only to create brand-new guidestreams. Marketing space, resulting in more superimposed effects. And the conversation of the two mobile phones generated after the topic has a strong interactive properties, quickly occupy the topic of hot spots, which is a single product marketing can not be completed.
'Supreme king' + 'luxury celebrity', capped high end
China Telecom is aiming at market demand, launching a combined sales plan for the world W2018 and Samsung S9.
The hearts of the world W2018 and Burgundy red version of the S9 both models can be described as extraordinary, as China Telecom's ultra-high-end brands, the heart of the world in the industry occupy an unassailable position of the king. From 2008, the heart Department of the world to lead the ultra-high-end mobile phone market at a rate of one generation a year. The latest generation of W2018 mobile phones is unique in its clamshell phone design, metal glass product quality, mobile member travel and maintenance services, and also joined Bixby, F1. The five-aperture, iris recognition and many other cutting-edge technologies in the industry provide high-end audiences with a unique sense of use, 'the luxury brand in mobile phones, the absolute identity of identity', making the world’s W2018 extremely popular among high-end people. .
Samsung S9 is Samsung's flagship model of this year's latest generation. The curved glass body design and high-quality time-lapse shooting functions have all achieved a good market response. Based on this, S9 will continue to release Burgundy Red. Version mobile phone. Burgundy Red, which originated from France's high-end Burgundy red wine, has long been honored as a noble and elegant color by European upper class society and fashion industry. It is known as 'eternal classic and fashion'. In reality , Many European fashion ladies and art superstars like to choose Burgundy red to reflect their own noble temperament. And this phone is China Telecom's focus on the female market to create a product.
In-depth layout, high-end mobile phones cater to new consumption patterns
In the era of 3G and 4G, China Telecom has achieved a good situation with its terminal layout. In response to the 5G market, it has also proposed a 'eco-environment' strategy to cater to new forms of consumption.
With the gradual deepening of the layout, China Telecom’s operational focus on high-end mobile phones has gradually shifted to user operations, relying on the existing user base to achieve consumer upgrades. The concept of homes has increased the width of the connection with users, and it can also Good user word of mouth turns into sales advantage.
The “Jin Yu Xiang Feng” combination has been launched. From May 16th, 2018, the combination of the world’s W2018 | Supreme Yajin and Galaxy S9 | Burgundy Red Edition (Galaxy S9 Burgundy Red 64GB Edition) has been established in China Telecom. The business hall, the 31 provinces and cities in the country, and the official sales outlets in the world are officially released. Believe that this combination not only allows the sales of the two models to further increase, but also provides users with a more novel , More thoughtful mode, we will continue to pay attention in the future.
Sina statement: Sina.com posted this article for the purpose of passing more information. It does not mean that it agrees with its point of view or confirms its description.
-------------------------------------------------------
Disclaimer:
1. This article is quoted from the Internet and aims to convey more information on the Internet. It represents only the author's own opinion. It has nothing to do with this site.
2. This article is for readers' reference only, this site does not verify the content, and does not make any guarantee for its originality, authenticity, completeness and timeliness.
Today, the mobile phone market has already bid farewell to the high-explosive enclosure era and entered the highly competitive Warring States era. On the evening of May 2, IDC released data showing that the global smartphone market shipments in the first quarter of 2018 fell by 2.4% year-on-year. Shipments in the Chinese market fell below 100 million for the first time since the third quarter of 2013.
The market share has shrunk. The competition of mainstream mobile phone brands has become increasingly fierce. At the same time, homogenized technology and appearance have also constrained the development of brands and products. Huawei's mobile phones with a strength of more than 4,000 yuan, OPPO, vivo, and millet are pushing mobile phones over 3,000 yuan. , To start the transformation and upgrading. Thus, the Samsung S series as the only product in the industry that can compete positively with Apple's products, with the domestic market like Ebb Tide competition, but also caught in the domestic mobile phone bayonet see red tight and melee situation.
Due to the gradual upgrading of the consumption environment, smart phones are gradually developing in the high-end market. High-end mobile phones account for a larger proportion in the entire mobile phone market. Samsung, Huawei, 8848 and other brands have launched ultra-high-end mobile phones. The high-end mobile phone industry now presents a A flourishing bloom.
Focus on the ultra-high-end market with a price of over 10,000 yuan. Due to China Telecom’s advance awareness and layout of the overall market, it is the invincible presence of the world series in the ultra-high-end market. According to authoritative media statistics, the world’s highest occupancy rate Nearly 90% of the mobile phone market share was over 10,000 yuan. However, with the gradual opening of the high-end market, 8848, Huawei and other brands have stepped in, resulting in the diversion of users, and the fact that the world has become the only one has become the past.
High-end brand users are younger, and women consumers are the main consumers
With the development of China's economy, the model of China's social economy has changed. The first generation of wealth has gradually retired, and the second generation of wealth creation has become the main force of high-end society.
The Chinese market accounts for 32% of the global total demand for luxury goods, and this figure will rise to 34% in 2020. In terms of changes in the gender ratio, Chinese women, especially professional women, have also significantly increased their desire and ability to purchase luxury goods. Of the total 73% were women and 27% were men.
According to the data, the current size of the female economic market in the Mainland is close to 2.5 trillion yuan, and is expected to reach 4.5 trillion yuan by 2019. The explosive growth in female consumption continues to increase. Among female consumers, women occupy the leading position in the workplace. Types of female consumers are between the ages of 26 and 36. Vocational female consumers usually have a high level of knowledge and education, wide vision, and strong autonomy in all aspects of life and learning. The quality of life has high requirements, the level of aesthetics has also reached a certain height, and is relatively economically independent, the level of consumption is relatively high. High-luxury brands are also constantly tapping the consumption power of female users.
To sum up, in the present and the next few years, Chinese female consumers have a growing demand in high-end consumption. In the mobile phone industry, female high-end mobile phones have always been a vacancy.
Creating a Marketing Community, China Telecom Innovation Breaks
With the development of the market, the original price segment will be broken, and the brand-new market structure will be re-divided in the future. This time China Telecom’s innovative launch of the “Jin Yu Xiang Feng” combination is the first time that the industry has started testing CP marketing. Once released, it triggered the attention of the entire industry. It is the old king of high-end mobile phones, and Samsung is the king of technology that focuses on the hardware facilities in the industry. Both are targeted at elite men, and one is the main high-end woman. They complement each other. The first shot of the CP marketing campaign in the mobile phone industry.
CP (character pairing) was originally a two-dimensional concept, referring to the pairing of related characters. Later the concept was generalized and gradually became a reference to all related pairs. In high-end brands, 'CP marketing' is also an important marketing. Techniques, including watches, cosmetics and other high-end perfume brands dior has launched Dior J' adore true love soft perfume and Dior Homme 桀骜 men's Eau de Toilette and many other couples combination perfume, sexy and soft women's fragrance, men's perfume restrained and exquisite, two The combination of sales, emotionally induced consumer desire to buy.
This time, China Telecom has a deep understanding of the ultra-high-end mobile phone market and the experience of the trader, China Telecom has combined the reputation of the ultra-high-end market of the W series for 10 years and the high visibility of the S-series flagship brands, not only to create brand-new guidestreams. Marketing space, resulting in more superimposed effects. And the conversation of the two mobile phones generated after the topic has a strong interactive properties, quickly occupy the topic of hot spots, which is a single product marketing can not be completed.
'Supreme king' + 'luxury celebrity', capped high end
China Telecom is aiming at market demand, launching a combined sales plan for the world W2018 and Samsung S9.
The hearts of the world W2018 and Burgundy red version of the S9 both models can be described as extraordinary, as China Telecom's ultra-high-end brands, the heart of the world in the industry occupy an unassailable position of the king. From 2008, the heart Department of the world to lead the ultra-high-end mobile phone market at a rate of one generation a year. The latest generation of W2018 mobile phones is unique in its clamshell phone design, metal glass product quality, mobile member travel and maintenance services, and also joined Bixby, F1. The five-aperture, iris recognition and many other cutting-edge technologies in the industry provide high-end audiences with a unique sense of use, 'the luxury brand in mobile phones, the absolute identity of identity', making the world’s W2018 extremely popular among high-end people. .
Samsung S9 is Samsung's flagship model of this year's latest generation. The curved glass body design and high-quality time-lapse shooting functions have all achieved a good market response. Based on this, S9 will continue to release Burgundy Red. Version mobile phone. Burgundy Red, which originated from France's high-end Burgundy red wine, has long been honored as a noble and elegant color by European upper class society and fashion industry. It is known as 'eternal classic and fashion'. In reality , Many European fashion ladies and art superstars like to choose Burgundy red to reflect their own noble temperament. And this phone is China Telecom's focus on the female market to create a product.
In-depth layout, high-end mobile phones cater to new consumption patterns
In the era of 3G and 4G, China Telecom has achieved a good situation with its terminal layout. In response to the 5G market, it has also proposed a 'eco-environment' strategy to cater to new forms of consumption.
With the gradual deepening of the layout, China Telecom’s operational focus on high-end mobile phones has gradually shifted to user operations, relying on the existing user base to achieve consumer upgrades. The concept of homes has increased the width of the connection with users, and it can also Good user word of mouth turns into sales advantage.
The “Jin Yu Xiang Feng” combination has been launched. From May 16th, 2018, the combination of the world’s W2018 | Supreme Yajin and Galaxy S9 | Burgundy Red Edition (Galaxy S9 Burgundy Red 64GB Edition) has been established in China Telecom. The business hall, the 31 provinces and cities in the country, and the official sales outlets in the world are officially released. Believe that this combination not only allows the sales of the two models to further increase, but also provides users with a more novel , More thoughtful mode, we will continue to pay attention in the future.
Sina statement: Sina.com posted this article for the purpose of passing more information. It does not mean that it agrees with its point of view or confirms its description.
-------------------------------------------------------
Disclaimer:
1. This article is quoted from the Internet and aims to convey more information on the Internet. It represents only the author's own opinion. It has nothing to do with this site.
2. This article is for readers' reference only, this site does not verify the content, and does not make any guarantee for its originality, authenticity, completeness and timeliness.
