In the last issue of "Platinum Player Duan Yongping: From Xiao Bawang to Backgammon to Clarify the Complex Relationship of the Blue-Green Factory", we briefly reviewed the relationship between the Blue-Green Factory, and today we will take a good look at why OPPO and Vivo are so successful in brand operation, and how to become a special machine for the factory brothers and sisters.
<h1 class="pgc-h-arrow-right" > 800 million ads to shape the brand image</h1>
If in the domestic mobile phone market, Xiaomi dares to say that it is the first in Internet marketing, then the blue-green factory is the absolute predecessor in terms of brand operation.
At a time when the Internet was not yet popular, BBK ruled almost all the prime time of popular satellite television, and on CCTV, it won two consecutive bid kings, passing the reputation of BBK to thousands of households. At the same time, jet Li and Schwarzenegger, who were very popular at the time, were hired to endorse their products, and this was the beginning of the millennium.
After 2004, with the rise of domestic variety shows, BBK and the OPPO brand that had just been established that year rushed to the major variety shows with cloth bags.
As a digital blogger, although I lack knowledge and do not know much about marketing data, in that year, as long as I opened a popular program, I dare not say how high the probability of being caught by the ads of these two companies was, but there should also be a 50%.
As a domestic mobile phone brand, whether it is BBK or the new OPPO later, neither a state-owned enterprise monopoly crocodile, nor an international big name, but in the domestic TV advertising, it is leading the way, its advertising density, broadcast frequency, popularity, the influence of the target, and the effect of earning eyeballs, comparable to China Mobile, Coca-Cola, Procter & Gamble such as business giants; in the field of television entertainment programs, it is more solipsistic, spending thousands of dollars but appearing to be dashing, The idle stroll made all the opponents shudder and discourage.
It's like hitting a landlord, as soon as you come up, it's two kings, four twos, exploding opponents, overwhelmed, and confused.
According to statistics, the advertising of BBK and OPPO is roughly as follows: "Do Not Disturb" 160 million yuan, "Happy Base Camp" 113 million yuan, "China's Got Talent" 80 million yuan, "Happy Girl" 70 million yuan, Jiangsu Satellite TV and Hunan Satellite TV's two New Year's Eve concerts totaling 80 million yuan, in addition to Zhejiang Satellite TV "I am the big jury", Tianjin Satellite TV "Not You", CCTV1 Golden Theater, CCTV5 NBA Live broadcast and NBA official market partners, These parts of the cost are between 30 million and 40 million yuan...
In addition, BBK also invited spokespersons with the same prominent status for two brands, such as Song Huiqiao and Leonardo. The endorsement fees of the two international superstars are as high as 20 million US dollars, in addition to inviting heavyweight stars such as Kim Min-chi, Ju Zhiyan and Liton Meister.
According to the initial calculation, the average annual cost of BBK on advertising is 800 million yuan. This is still an early few years, but even so, looking at domestic mobile phone companies, it is also an invincible existence.
In the past two years, in terms of domestic variety shows, OPPO and vivo have exclusively occupied 70% of the popular variety shows, and major variety show brands have also treated these two as fathers. In terms of spokespersons, it is even more stubble after stubble, almost all the traffic stars on the market.
The above we are talking about is only the release of television and the Internet, offline promotion and offline stores are all over the country. This point, I believe I don't need to say, everyone can also see, the mobile phone shop on the street, not OPPO or vivo, every three to five also give you a mascot performance, it can be said that it does not give users other choices at all.
<h1 class="pgc-h-arrow-right" > foreign name highlights the international norm</h1>
In terms of brand building, in addition to the happy throwing of money, BBK has also carried out a transformation in itself, such as brand name change, after all, BBK, starting from cordless telephones and VCDs, the brand reputation laid down in the early years, after 2000, has been somewhat uneaten.
The reason is that after China joined the WTO in 2001, the electronic consumer goods of Japanese, Korean, European and American brands began to enter wildly. In front of these international big names, BBK looks a bit local. Simply put, it is not atmospheric, there is no international style, and it is impossible to meet the desires of fashion young consumer groups.
Then at this time, Duan Yongping, the actual controller of BBK, decided to give the brand a foreign name, so OPPO was born, according to an interview with Duan Yongping: "OPPO does not have any special meaning, that is, 'young, fashionable, international', committed to leading the 'fashion, freedom' concept of life with imagination and creativity, and another reason is that OPPO is more catchy, giving the public a feeling more like a Japanese and Korean brand." ”
The advent of OPPO made BBK see success, and then vivo followed suit, inheriting all of BBK's from a series of brands under BBK.
So what supports BBK's budget every year? The answer is also very simple, it is money, it is a lot of money.
The mobile phone industry in the early years is a very profitable industry, a mobile phone using MediaTek's complete program, only two or three hundred yuan, through the design of packaging, can be sold to thousands of yuan. In the face of such a large profit, BBK did not exclusively enjoy, but took out half of the profit to drive offline promotion.
Through the friends who sell mobile phones, we learned that in the early years, everyone sold a backgammon mobile phone, or later OPPO vivo, there are 400-500 yuan commission, if more expensive, you can even get 700 yuan, so large profits, the effect, is the sales of offline stores, will be crazy for users to promote backgammon, or later OPPO, vivo mobile phones.
<h1 class= "pgc-h-arrow-right" > high price and low match are criticized</h1>
The above is basically the brand operation mode of the backgammon system. As for what will be reduced to a special machine for factory brothers and sisters, then it is better understood.
First of all, in terms of price, compared with the former Nokia, Motorola, Apple, Samsung, the price of domestic mobile phones, has a great advantage, although in terms of technology, can not be compared with these big names, but the backgammon system, for its packaging of many characteristics, such as the main music mobile phone, and constantly changing shells, coupled with superstar endorsements and TV media bombardment, to instill the concept of young fashion to consumers, so as to achieve the effect of covering the early young user group.
Of course, this model continued until 2011, when smartphones began to become popular. However, after the popularity of smart phones, this model did not work.
With the rise of Xiaomi and Huawei Glory with a new Internet model, the offline channel market has gradually been eaten away by online channels, which also makes blue-green factories feel crisis.
However, for the blue and green factories, which have huge offline channels and the formation of a large-scale model, it is so easy to change, so the low-priced model operation has still been running for a long time after the popularity of smart phones. The problem that was finally exposed was criticized by many netizens, and the term "special machine" was also spread.
Even today, this model still exists, such as the Reno 4 Pro released by OPPO and the X50 Pro launched by vivo not long ago, both of which sold the Snapdragon 765G model to more than 4,000 yuan. Such a product can not be said to be poor, after all, the main focus is not performance, but to take pictures, as for the value, or need to be commented on.
In fact, the blue-green factory is also constantly seeking change, after all, the current market competition is becoming more and more fierce, the choice of the market is also increasing, and the cost performance has undoubtedly become the main means of competition among major brands.
The method of change, just like we saw, OPPO and vivo began to lay out Internet e-commerce channels, created one plus and iQOO and ACE series, to contact the Internet model, the effect is actually very significant.
In terms of technology, thanks to the abundant capital accumulated in the early stage, it is also a preemptive opportunity in research and development and supplier solutions. For example, charging for five minutes, fast charging technology for two hours of talking, the first pop-up lens, the solution to achieve a real full screen, and the first 120W fast charging and so on...
In terms of products, OPPO and vivo are actually not weaker than any other domestic brands. However, the models of the past have been deeply rooted and want to give up completely, and at present, it seems impossible, perhaps the competition is not big enough, or the Internet penetration is not in place, so that this high-priced and low-allocation behavior can continue.