Analysis of the difference in user loyalty of mobile phone brands
The mobile phone industry has entered the era of stock game, and user loyalty has become a key factor for manufacturers to seize market share. According to recent research reports released by a number of institutions, Apple, Xiaomi and other brands are far ahead in user loyalty, while brands such as Huawei and vivo are relatively lagging behind. This difference reflects the different performance of each company in terms of product strength, brand marketing, customer service, etc.
With its closed iOS ecosystem and excellent user experience, Apple has long occupied the highest position of user loyalty in the mobile phone industry. According to a report by QuestMobile, in December 2023, Apple's user loyalty was as high as 52.8%, and more than half of iPhone users still chose the Apple brand when switching phones. This is due to the high degree of integration of Apple's product line, and the seamless ecological experience allows users to form a high stickiness to Apple products. Apple also has a lot of experience in marketing strategies, establishing a high-end image through pricing strategies, and using word-of-mouth marketing, hunger marketing and other means to attract new users to join Apple's camp.
Xiaomi is the most loyal of users among domestic mobile phone brands. According to the report of Big Numbers, nearly 50% of Xiaomi users will continue to choose Xiaomi mobile phones when changing phones. Xiaomi's high loyalty is mainly due to the success of its cost-effective marketing strategy, which has attracted a large number of users who pursue high performance and high cost performance, and once this user group recognizes Xiaomi, it is difficult to be replaced by other brands. Xiaomi has also cultivated a loyal group of rice fans, and the MIUI system and the Xiaomi ecosystem have a strong attraction to this user.
Huawei and Vivo have relatively low user loyalty. According to the data, Huawei's loyalty is only 35.3%, and vivo's is only 34.1%. For Huawei, it has been hit by US sanctions in recent years, and the shortage of flagship models may be the main reason for the loss of users. As a brand focusing on offline channels, vivo's user loyalty cultivation may need to be strengthened.
Huawei's user churn is serious, and the high-voltage environment is the bane
The sluggish loyalty of Huawei's mobile phone users is inseparable from the serious problem of brain drain within the company. According to reports, the average turnover rate of Huawei's doctoral-level employees in the past five years is as high as 21.8%, and Ren Zhengfei once lamented that "Huawei cannot retain senior talents". According to a former Huawei employee, Huawei's high-intensity working environment and long overtime hours are the main reasons for the massive loss of talent.
Huawei was also exposed to the practice of firing old employees over the age of 34, which caused controversy. Some former employees reported that Huawei lacked humane care for its veteran employees, pursued the innovation vitality brought about by youthfulness, and neglected the value of veteran employees. This practice will undoubtedly further hurt Huawei's brand image among old users.
The loss of senior executives and veteran employees will inevitably affect the ability to sustain the innovation of Huawei products and the quality of user services, which in turn will lead to a decline in users' brand recognition and loyalty. To reverse this situation, Huawei needs to fundamentally improve internal management, create a more humane and inclusive corporate culture, pay attention to the physical and mental health of employees, and treat veteran employees with due respect.
Apple's ecological experience is excellent, and the brand image is deeply rooted in the hearts of the people
Why has Apple been able to maintain industry-leading user loyalty for a long time? This is inseparable from its excellent ecological experience and successful brand marketing. Apple's product line is highly integrated, and the seamless ecological experience allows users to form a high stickiness to Apple products. For example, iPhone, iPad, Mac and other products can seamlessly share files, photos, contacts and other data, and Apple Watch and iPhone can also achieve a variety of linkage functions, bringing users an unprecedented convenient experience.
Apple also excels in its marketing strategy. On the one hand, Apple has established a high-end image through its pricing strategy, attracting a large number of users who pursue quality and fashion, and on the other hand, Apple has used word-of-mouth marketing and hunger marketing to attract new users to join Apple's camp. For example, every year, new product launches attract a lot of attention, and the first supply of new products on the market is often sold out, which will undoubtedly further stimulate users' desire for Apple products.
Apple's excellent ecological experience and brand marketing strategy have been deeply rooted in the minds of users and have become the foundation of their high loyalty. As long as Apple can continue to innovate, its user loyalty will continue to lead the industry.
Xiaomi's cost-effective marketing has worked, and young users have a high sense of identity
As one of the most loyal domestic mobile phone brands, Xiaomi's success is inseparable from the effectiveness of its cost-effective marketing strategy. Xiaomi has always been committed to "making good products as good as possible and cheap", attracting a large number of users who pursue high performance and high cost performance. Once this user group recognizes Xiaomi, it is difficult to be replaced by other brands, thus forming a high level of loyalty.
In addition to cost-effective marketing, Xiaomi has also cultivated a group of loyal rice fans. The MIUI system and Xiaomi ecosystem products have a strong attraction to this user, and they have a high sense of identity with the Xiaomi brand. It is worth noting that Xiaomi's user base is relatively young, and this young person is more in pursuit of personalized and Internet-based product experience, and Xiaomi is exactly what meets their needs.
In recent years, with the continuous development of domestic mobile phone brands, Xiaomi's advantages in the field of cost performance are no longer so obvious. How to further enhance product strength and brand image while maintaining cost-effective advantages will be a new challenge for Xiaomi.
User experience is critical Vendors should focus on loyalty development
Through comparison, we can find that the difference in user loyalty between Huawei, Apple and Xiaomi is mainly due to their different performance in product strength, brand marketing, user service and other aspects.
The key reason for Huawei's low user loyalty is that its high-pressure working environment and management methods have led to a large loss of talents, which has affected the ability to sustain and innovate products and the quality of user services. Huawei's mistreatment of older employees has also hurt the brand's image. To reverse this situation, Huawei needs to fundamentally improve internal management, create a more humane and inclusive corporate culture, pay attention to the physical and mental health of employees, and treat veteran employees with due respect.
Apple's long-term industry-leading customer loyalty is due to its excellent ecosystem experience and successful brand marketing. Apple's product line is highly integrated, and the seamless ecological experience allows users to form a high stickiness to Apple products. Apple has established a high-end image through pricing strategies, and continues to attract new users to join Apple's camp with the help of word-of-mouth marketing, hunger marketing and other means, and the brand image has been deeply rooted in the minds of users.
As for Xiaomi, its high loyalty is mainly due to the success of its cost-effective marketing strategy, which has attracted a large number of users who pursue high performance and high cost performance. In addition, Xiaomi has also cultivated a group of loyal rice fans, and the MIUI system and the Xiaomi ecosystem have a strong attraction to this part of the user. With the continuous development of domestic mobile phone brands, Xiaomi's advantages in the field of cost performance are no longer so obvious, and how to further enhance product strength and brand image while maintaining cost performance advantages will be a new challenge for Xiaomi.
Whether it's Huawei, Apple, or Xiaomi, they should all recognize the importance of user experience in cultivating loyalty. Excellent product strength, perfect ecological experience, and humanized user service are the fundamental factors that attract users. Brand marketing strategies are also indispensable and need to evolve to meet the needs of different user groups.
With the development of new technologies such as 5G and artificial intelligence, mobile phone products will usher in new innovations, and user needs will also change. At that time, how major mobile phone manufacturers can maintain an excellent user experience in innovation and how to cultivate loyalty among new user groups will be a major test. We have reason to believe that those brands that really value user experience and have the courage to innovate will win the favor and loyalty of users.