Last year, in China's smartphone shipment ranking, oppo and vivo surpassed Xiaomi Meizu at an amazing speed. Many people were curious that this kind of low price and high price, half of the money to buy a mobile phone was given to the star for endorsement. If it's cost-effective, it's not cost-effective. Why is it so popular? In fact, the main reason for Xiaobian's personal opinion is the repeated bombardment of advertisements!
It is said that in the mobile phone world, "where there is oppo, there is vivo" seems to be an unwritten law. The "blue and green" struggle, from the city to the countryside, also spreads all over the country
In the eyes of many people, oppo, vivo and a pair of domestic mobile phones are not only rarely involved in the recent hot Internet marketing, but also adhere to offline channels and traditional variety media marketing strategies, which are almost incompatible with the Internet era. However, such conservative strategies have made oppo and vivo shine in the past two years, subverting the cognition of the whole mobile phone industry 。
How much money do oppo and vivo make?
Because oppo and vivo are not listed companies, there is no public financial report for research, but the author found some more reliable information after data verification.
In 2013, Kevin Wang, China Research Director of iSuppli Corp., tweeted in his diary that Xiaomi mobile had a net profit of 3 billion yuan in 2013, making it the most profitable mobile phone company in China. The second most profitable is oppo, which made 2.6 billion yuan in 2013. The third most profitable mobile phone is vivo, with a net profit of 2 billion in 2013.
In 2014, Mr. Yu, Secretary of China Mobile Alliance, released a set of data, Xiaomi, with a net profit of 6.5 billion yuan; Huawei, with a net profit of 6 billion yuan; oppo, vivo, with a net profit of 3 billion yuan.
In 2015, it was also a group of data released by Laoyao. Huawei, oppo and vivo all made more than $1 billion in mobile phone profits. On January 28, 2016, oppo announced that the company sold 50 million mobile phones in 2015, while Gartner data showed that vivo sold more than 40 million in 2015.
From the perspective of profit performance in the past three years, oppo and vivo have been rising steadily, and they are always ranked in the top three of domestic mobile phones. Maybe blue green factory is not the most profitable one of domestic mobile phones, but it is the second one of the most stable mobile phone manufacturers.
Why is the sale so hot?
In the mobile phone industry, there are also "map cannons", that is, disdaining the chain. For example, Samsung Apple users despise domestic products, Huawei users despise Meizu, Xiaomi, etc. But it's hard to cry and laugh that when facing oppo and vivo, everyone's guns are aligned, and blue and green users are called factory girls, and cell phones are called factory girls' special machines Looking back at the sales volume, it seems to be seriously inconsistent with the brand public image of oppo and vivo.
In fact, so much is to extend today's theme. Why do we think that oppo and vivo, with low distribution and high price, are always strong in terms of sales and profits?
Maybe many people think that this is the result of oppo and vivo attaching importance to offline channels. The author thinks that offline channels are important, but only one of them. Among them, product level and brand positioning can be said to be the other two factors of blue and Green's success. Today, we will not talk about the channel dispute, but only about products and brands. Maybe we can understand the excellence of oppo and vivo after asking three questions.
1. Vertical product positioning
Although oppo, vivo and the Internet do not seem to be closely related, the verticality that Internet entrepreneurs pursue has long been deified by the use of "blue and green". Even Xiaomi's self described Internet phones are hard to achieve such perfection.
Take oppo, which I am familiar with, for example, its product line is divided into four series: F, N, R and A. maybe Huawei also has many series, but oppo, as a brand with a simple positioning of youth and fashion, tends to be more single for the consumer group, and then subdivides the consumer group into four parts, giving each series different product attributes, holding the youth very accurately People pursue the psychological needs of personality. The author describes it as "not fuzzy", not simply divided into high and low end.
First of all, oppo F series, that is, find series, is the current flagship, which represents the current top level of oppo mobile phones, various novel functions, top-level hardware, etc. oppo is officially defined as: advanced technology, smart flagship.
The N-series is the parallel flagship of oppo, which forms a double flagship pattern with the F-series. The biggest feature is the rotatable camera. At present, there are two generations of N1 and N2 products.
R series pursuit is the neutralization of quality and performance, which is also the most controversial part at present. For example, the newly released oppo R9 with mt6795 processor, like red rice note3, started at 2799 yuan, which is unacceptable to some consumers who know a little bit, but it is the main force of oppo delivery.
Series a is for the general public. In game terms, it is a group of 'primary school students'. It has a good appearance, and others can make do with it.
2. Deep excavation of Xiaobai economy
The word "loser economy" is popular with the concept of Internet in recent years. The intention is to seize the most part of users at the bottom of the society to generate economies of scale.
The author thinks that the mobile phone industry can be divided into three types according to the mode of operating consumer groups: loser economy, Xiaobai economy and brand economy Among them, the loser economy is led by Xiaomi, Meizu and glory; the brand economy is led by apple and Samsung, which are high-end routes; as for oppo and vivo, they can be called Xiaobai economy.
"Xiaobai economy" means that some mobile phones are almost blank. They don't understand hardware, Android and IOS systems. They just consume by feeling, which can be said to be the most willful part of consumers So the blue and green factory never takes the hardware and system as the propaganda focus, and Xiaobai pays attention to the appearance, so it makes the aesthetic and fashionable appearance design. Only in this way can the small white group be willing to pay for it.
At present, there are commercial, cost-effective and high-end routes in the market. However, oppo and vivo, through cutting into the small white user group, solve the demand pain point in a targeted way, stagger the depth of short-term engagement with friends and businessmen to the greatest extent.
3. Function according to the pain point of demand
I remember in particular what kind of Smart Sense functions Samsung played in the past few years, such as eyeball roll, gesture page turn, etc., except for leaving a section of old stem, it is difficult to see what help it has for the actual user experience. This is equivalent to itch point innovation, the pursuit of a sense of freshness, for the user can have or not. On the contrary, a pain point innovation is likely to capture a large number of consumers.
The vooc flash function that oppo has been highly publicized. In the era of short battery life and fragmented charging of smart phones, the significance of fast charging is even more attractive than that of large batteries. In terms of marketing, the advertisement of "charging five minutes and talking two hours" is concise and easy to understand, which is deeply rooted in people's hearts and has played a role in boosting the momentum.
The key point is that oppo and vivo have made the fast charging, photographing and fingerprint identification functions the main force or even the whole system standard configuration. Although the strength is different, they ensure that each product can cut into the pain point of users' rigid needs. This kind of innovation is easy to be perceived by consumers and very effective is an important condition for oppo to capture users' hearts.
In addition, oppo also has a good performance in some aspects of strong demand, such as young people like listening to music, that is, adding hifi sound effect; for picky appearance, that is, double-sided glass, ultra narrow frame, launch rose gold version, etc., which are used to distinguish the high and low levels of products.
Maybe for many people, they can't understand the thinking of those oppo and vivo buyers, but Xiaobai will always pay for the experience. As for the parameters and performance, they don't care.