Edit | Yu Bin
Produced by | Chaoqi Network "Yu see column"
As the standard of smart phones, headphones have developed from wired to traditional Bluetooth headphones to today's bone conduction headphones, all of which are lightweight and high-tech as the selling point. In the eyes of consumers, the various black technologies of the headset are nothing more than noise reduction functions, endurance and so on. However, after several iterations, it seems that it has now reached a bottleneck. However, a RecentLycer ARC Audio Arc Headphones launched by Cleer subverted the imagination of consumers from the appearance and shape, so it also aroused a lot of attention.
According to Baidu Encyclopedia, Cleer is a brand from California, usa, which claims to be "not only in technology and sound quality, but also in the pursuit of excellent design". On the last day of 2021, Cleer announced the launch of a new product In Shenzhen offline physical store, The Cell ARC sound arc headphones, this headset is very different from the headphones on the market in terms of shape design and functionality, if you want to use this headset, you have to completely change the use mode of traditional headphones.
However, Cleer, who wanted to take this opportunity to show his scientific and technological strength, did not expect to stir up too much splash, and it was not difficult to find the ills behind it.
Innovative design, practicality is controversial
One of the selling points of Cleer ARC sound arc headphones is its innovative open earhook design, which not only looks novel, but also won the 2021 German Red Dot Award and the 2021 Contemporary Good Design Award, which is an unrivaled innovation in appearance. The design of the earbuds can be removed, and the user will always feel that the wear is missing.
The sound arc headphones without earplugs do solve the problem that it is easy to cause discomfort when wearing headphones for a long time, but it is precisely because of this that it is controversial in terms of fighting external noise or the stability of wearing.
Although it claims that the angle of the earhook can be adjusted by itself and can be easily adapted to all ear contours, after a long period of use, the aging of the structural pendant and the problem that the rotation angle cannot be stuck are another problem that consumers are worried about.
Cleer ARC sound arc headphones do not set too many buttons on the earhook, the left and right ears are equipped with power buttons, for this detail the brand side also gave a design concept: the left and right headphones can be used separately, do not have to force the use of two headphones at the same time. This design naturally has its own reason, can be put on this headset, in fact, there is a little controversy.
Assuming that the user uses only a single headset in a connection, it is very troublesome to re-adapt the connection the next time you connect. In addition, the use of a single headset is actually rare in real life, not to mention the Clear ARC sound arc headphones as an open headphone, its noise reduction function is also limited, both headphones are worn, will not affect the listening to external sound.
And Cleer in the previous launch of the Bluetooth headset, its noise reduction function is based on the in-ear or ear-hanging module embodiment, the noise reduction function of the ability, but also need to be carefully considered.
As a wireless headset, it is naturally inseparable from the portable charging case. The charging case of the Cleer ARC sound arc headphones is also a problem that people in the industry have criticized. Because it is an earhook headphone, so even if the overall quality is very light, the size is not destined to be too small, and Cleer in the design, the use of the overall flat design, there is no reference to the Power Beats that vertical storage method, go out to wait for the sound arc headphones, it is difficult to put the headphone box into the pocket without carrying a bag.
The above mentioned points are very easy to affect the actual feelings of consumers, although the Clear ARC sound arc headphones are very novel in design, and equipped with full of black technology, headphones that can be priced at up to 1099 yuan, if there is no good solution to these small problems, I am afraid that consumers will be difficult to pay for. Unfortunately, the headphones that will be listed on January 25 will no longer have the opportunity to be overhauled, and can only see whether consumers are willing to pay or not.
Lack of evaluation, marketing is not targeted
Cleer ARC sound arc headphones were officially launched on December 31, 2021, selected to launch new products on the last day of the year, and played the slogan of "shocking moments, enjoy the moment", and also linked the recent hit movie "Anti-Corruption Storm 5", which shows the brand's confidence in this product, but they forgot the most important point: evaluation.
Positioned at 1099 yuan of Clear ARC audio arc headphones can be called a mid-range price of the product, a headset sells for more than a thousand yuan, if not 3C enthusiasts, or need to think carefully. When you have to do your homework, it is naturally inseparable from a digital big V assessment.
After searching for "Cleer ARC audio arc headphones" for keywords on the whole network, almost all of them are similar content introduction marketing manuscripts, and dry goods are missing.
And the main population of The Clear ARC sound arc headphones, in the marketing, did not target a certain type of crowd marketing, but only mentioned in general: whether it is business travel, office and driving or sports scenes are applicable, to solve the problem of wearing comfort.
The easiest mistake a product makes in marketing is to find its own positioning, no targeting means the coverage of the whole scene, but the price of The Cleer ARC audio arc headphones is not very close to the people, which is very embarrassing.
The lack of evaluation manuscripts is actually the brand's own problem. Although the new products launched on December 31 were only put on sale on January 25, such digital products should be sent out after the development of the conference, inviting professional evaluators in the industry to try and feedback suggestions, thereby arousing consumers' desire to buy.
Referring to Sony, which is declining in China, when it launches new products, it is very willing to invite product experts to try, on the one hand, they have rich experience, can provide some suggestions for products that have not yet been officially listed, so that they can seize the time to adjust; on the other hand, they are told consumers: some advantages of new products and actual use feelings.
Moreover, while launching new products, Cleer also chose to link up with the "Anti-Corruption Storm 5" movie, and planned the activity of transferring movie tickets on the official Weibo, which also made many relevant people express their confusion.
The launch of new products should be linked to the movie, and the prizes that can be sent should not only be movie tickets, but also accompanied by the new product itself, otherwise the influence may only be limited to consumers who pay attention to this movie.
In the Internet era when online marketing is more effective than offline marketing, the Cleer brand should actually consider using the promotion ability of big V to further promote the product. Offline conference is important, but the actual feedback of users, early product experience is also an indispensable part, before the Official launch of The Clear ARC sound arc headphones, the brand side is still too late to make up for it.
Brand attributes are unknown, and the quality is uneven
Unlike traditional headphone veteranSKG and Sennheiselby, Cleer is still a child, but the pedigree of this child is not clear. On Baidu Encyclopedia, it is clearly written that "the founding place is New York, born in California", but it is displayed on the official website of Cleer in Shenzhen, China, which is easy for consumers to misunderstand.
Cleer, which focuses on headphones and audio, although it has achieved youthfulness and fashion in terms of design, it has received many criticisms in terms of quality control. At present, there are two main ways to purchase Cleer headphones and audio equipment: flagship stores and offline physical stores. In the flagship store evaluation, consumers did not hesitate to point out the problems that appeared in the actual experience of the product.
Problems such as poor after-sales service and insufficient noise reduction functions are more common, but the problem of unstable connection is also endless, and it is not just a product. Cleer's products are almost all wireless Bluetooth headsets, and in today's Bluetooth transmission technology is so developed, the problem of connection stability should not be a problem. For Cleer, who is often thousands, if even the basic problem cannot be solved, I am afraid that it will hit consumers' trust in the strength of the brand.
And as mentioned earlier, Cleer appeared on the official website and information page with two kinds of introductions, which is also very unfavorable for the subsequent brand culture construction. Because with the continuous suppression of the United States, consumers are more willing to support domestic products within the scope of their ability. Since it is a domestic brand, there is no need to rub the light of foreign goods, and it is also a marketing method to become a cutting-edge brand that proves that the Chinese people also have excellent design strength.
However, no matter how Cleer wants to build its own brand culture after that, the most basic quality control and after-sales service construction is imminent, the new product was officially listed on January 25, as a new concept product that subverts the headphone industry, Cleer ARC sound arc headphones are bound to cause consumers to have a lot of confusion at the beginning of the listing.
At this time, what is placed in front of the brand is a double-edged sword: if you do well, you can successfully conquer a piece of the country, and if you don't do well, you can only continue to defend your own acre and three points. Since we all have to face this fact, why not take this opportunity to shape our own brand reputation and build consumers' trust in ourselves, which can be described as killing two birds with one stone, killing two birds with one stone.
epilogue
The launch of Cleer ARC sound arc headphones has allowed everyone to see the rise of domestic headphones, and also made the headphone industry feel the threat of rising stars, but Cleer is still insufficient for brand marketing. Whether it is the mode of new product launch or the way of product promotion, it has not kept up with the pace of the times, so it has directly led to a flat market response.
To change this dilemma, Cleer may first change the current promotion model. First, invite the department big V or test platform to test the new product experience to expand the influence of the brand; second, improve the scope and depth of online marketing, not only limited to the same marketing manuscripts, but also from the current hot short videos. Third, to determine the positioning of the product and the target consumer group, casting a wide net is certainly a way, but the pertinence is insufficient, and consumers do not have the desire to consume impulsively.
Cleer brand has not been established for a long time, but the head brand of the headphone industry has almost occupied most of the country, and the difficulty of wanting to share a piece of cake from their hands is very obvious, and it may be difficult to support the long-term development of the brand only by relying on the appearance of the product and black technology, and in terms of brand culture accumulation and word-of-mouth precipitation, Cleer obviously has a lot to do.