Love has always been a very beautiful word, throughout the ages.
Today is the annual Valentine's Day, I don't know how all the readers of Lei Technology are ready to spend? Do you go to the supermarket to buy rolls of paper, or go to the cinema to buy two seats to sit in?
If you askEd Ray, as a typical "single dog", I am still sitting alone in the coffee shop on the corner of the street, watching the sweet words of lovers snuggling with each other, not knowing what to say about envy or jealousy.
Although it is reasonable to say that this festival has nothing to do with the workers in the Internet technology circle, Xiao Lei has not been very happy recently. Leaving aside this sweet atmosphere outside, this rainy weather, people have to be fed a mouth full of dog food wherever they go, and even the mobile phone manufacturers have taken a fancy to Valentine's Day, and are ready to do things.
Immediately after the Spring Festival, recently major mobile phone manufacturers have launched Marketing Activities for Valentine's Day. In addition to a variety of interest-free and preferential activities, there are also limited edition Valentine's Day packaging, limited edition Valentine's Day color matching, and even a new mobile phone specially designed for women, just to share a piece of the Gift Market on Valentine's Day.
Interestingly, despite the shouts of cutting leeks in their mouths, they are still willing to pay for every festival. According to the "Valentine's Day Consumer Market Survey Report", under the joint action of "Valentine's Day" and "post-Spring Festival" residual heat, the economy of related industries has soared across the board, and many industries can even usher in the best sales day of the year.
The question is, what are these mobile phone manufacturers doing? When did Valentine's Day, a festival that symbolizes love, begin to become a festival that encourages consumption? Let's explore it today.
Mobile phone manufacturers' "Valentine's Day Strategy"
"We have carefully prepared a #Xiaomi Civi# Valentine's Day custom packaging box for everyone, does it look good?"
On the afternoon of February 12, a simple microblog issued by Lei Jun quietly opened the prelude to the "Valentine's Day Strategy" of mobile phone manufacturers.
On the afternoon of the same day, Xiaomi officially announced that the price of Xiaomi Civi was reduced by 300 yuan, only 2299 yuan. Not only that, from February 12 to February 14, all users who buy Xiaomi Civi at Xiaomi Home offline can receive a "Valentine's Day Custom Box".
Judging from the screenshots provided by Xiaomi officially, Xiaomi's "Valentine's Day Custom Box" uses red as the main color, and a heart-shaped pattern in the style of gold grass is designed on the front of the box, and the interior is selected to be filled with a large amount of red rafido grass (also known as wishing rope/love grass). In addition to the big red color, the overall design is still very suitable for the atmosphere of Valentine's Day.
As can be seen from the pictures posted by Lei Jun, this Valentine's Day customized version is mainly a customized version of the gift box outer packaging, the gift box packaging is the ordinary version of the Xiaomi Civi packaging box, not only there is no customized accessories, the products inside are not different from the conventional version.
In general, Xiaomi's "Valentine's Day strategy" is relatively traditional, and repackaging women's mobile phones that are currently on the market for sale is a stable and profitable deal. As a domestic mobile phone giant, OPPO also repackaged the OPPO Reno7 launched at the end of last year, hoping to win two waves of passenger flow for the New Year's Festival and Valentine's Day with bright red velvet colors.
To say that the domestic mobile phone giants who are more attentive to Valentine's Day, vivo should be regarded as one of them. In previous years' Valentine's Day, vivo will launch a free engraving activity to help consumers prepare a unique holiday surprise for their lovers, allowing users to stage a romantic bridge that can only appear in movies.
This year, with the official arrival of the S12 Pro with a photochromic design, Vivo's Valentine's Day gameplay has become more colorful. Now, as long as the user refers to the practice in the official video of vivo, make a pattern or text mold, so that when giving it to a boyfriend/girlfriend, quietly change the color of the mobile phone, you can add more commemorative attributes to the Valentine's Day gift, which can be described as novel.
Compared with domestic mobile phone manufacturers such as Xiaomi, OPPO and vivo, Apple's activities on Valentine's Day are not much. In addition to this simple Valentine's Day mall page, it is a variety of Apple product holiday promotions launched by major e-commerce platforms.
From the specific situation, Pinduoduo's tens of billions of subsidy activities subsidize the iPhone 13 series of 670 yuan, while Jingdong's iPhone 13 series drops by 400 yuan for a limited time. Considering the high recognition of Apple products by female consumers, the Apple iPhone 13 is still likely to become the most popular Valentine's Day gift this year.
The "Valentine's Day Consumption" that cannot be ignored
In fact, I personally understand these moves of mobile phone manufacturers.
For couples planning a romantic date on Valentine's Day, carefully selecting a gift for their loved one is an important part of promoting the warming of feelings and completing the dating process, and the appropriateness of the gift and the timing of the gift are important keys to determine whether a date can be successfully concluded.
In this case, the demand for an important communication tool, Valentine's Day gifts, naturally spawned a huge "Valentine's Day consumption" market. In some cases, the arrival of Valentine's Day can even completely change a person's concept of consumption.
To argue this point, Ray's friend @ black depostorizer can be said to be a living example.
According to Ah Hei, as a typical digital enthusiast, when Ah Hei first saw the Xiaomi Civi product, there were only three words that came to his mind: high premium. According to his description at the time, "it felt very cheap, and the cost performance of this phone was not high, and there was no desire to buy it." ”
But on February 12, the day the Xiaomi Civi Valentine's Day gift box went on sale, Ah Hei still couldn't help but run down the line to buy it. According to his later description, "At least the pink one is OK, and it is three hundred yuan cheaper, as long as more than two thousand yuan can please the girlfriend, it must be earned." ”
Even for digital enthusiasts like Ah Hei, the arrival of Valentine's Day can break their values and become a reason to consume, let alone ordinary consumers.
Mobile phone manufacturers who have insight into this point, it is naturally not a strange thing to choose to invest in it.
Interestingly, in addition to holiday marketing, we can find that the overall design of mobile phone products launched in recent years is tending to be refined, light and thin, the number of women-oriented products is increasing, and even the outer packaging design that manufacturers have not paid much attention to in the past seems to be becoming more and more attentive.
For example, Xiaomi, a company, has always given people the impression of "straight men", and the overall image is more inclined to the male group that cares about performance and cost performance. But it is such a company that launched Xiaomi Civi last year, which can be called a "refined" product, which has changed the stereotyped marketing of consumers to a certain extent.
In addition, in order to improve the appearance of the product, vertical folding mobile phones have also quietly become popular in the mobile phone market. From the Samsung Galaxy Z Flip to the Huawei P50 Pocket to the rumored Xiaomi MIX Flip, the number of similar products on the market is rapidly increasing.
Yes, the vertical folding mobile phone is expensive, the performance is average, the screen is fragile, the battery life diabetes, and the use is no different from ordinary smart phones, but because of the small body, outstanding appearance, the vertical folding mobile phone has quickly successfully attracted the attention of countless female consumers. According to relevant statistics, the sales volume of the Samsung Galaxy Z Flip series exceeded one million in one month, fully explaining the truth that "appearance is justice".
From mobile phone manufacturers actively carry out holiday marketing, to mobile phone design continues to be refined and feminine. It is not difficult to find that in today's mobile phone market is constantly rolling in, manufacturers are actively promoting mobile phones to get rid of tool attributes and move closer to jewelry, gifts and luxury goods. Behind the manufacturers' strides to the high-end route, it is the "Valentine's Day consumption" that cannot be ignored that gives them sufficient confidence
Romantic spending becomes the norm?
In fact, in situations like this one where festivals drive consumption, there is an exclusive term called "romantic economy."
In the traditional economic behavior, in order to increase the volume of business, various businesses and enterprises will often market on various topics. The so-called "romantic economy" is a commercial strategy that stimulates the public's consumption desire to stimulate demand through the marketing atmosphere of the festival, thereby increasing sales.
Today's young people prefer to enjoy, or prefer to consume, the phenomenon of "romantic economy". This is also why a "romantic economy" like Valentine's Day can become an enduring topic of marketing for mobile phone manufacturers.
The problem is that driven by the marketing of these manufacturers, many young people may regard the "romantic economy" as a ritualistic thing, and they may feel that in a festival similar to Valentine's Day or Tanabata Festival, if their other half does not give gifts or does not carry out economic consumption behavior, it means that he does not like himself or does not care about himself, or even use small loans for consumption.
Personally, I think this concept of consumption is obviously wrong. Rather than habitual consumption as soon as the festival arrives, we should have the ability to think independently and understand what products we need, so that we can remain rational in the marketing and topic guidance of many businesses, rather than being led by the nose. Don't let "romantic consumption" become the norm, only rational consumption can make your life more free.
The fact that digital products can catch the express train of romantic economy and gain favor may indicate that the industry has found the right direction of development, rather than frantically rolling in the parameters