Beats how to subvert the headset, conquer Apple?

Beats has been bought by Apple for as much as $ 3 billion for some time now. Others call it "one of the worst headphones in history." But my concern is that from a fan economy perspective, what is the truth behind Beats price? Why a seemingly niche brand to become the public's explosive?

Beats is a company that specializes in playing brand black magic. There are three reasons:

1, not a brand, but forced.

Some people say that Beats sell well, because the brand is strong, I do not agree, Bose and other brands are also very strong.

High-end headphones used to be a small market. The boom in smartphones and tablets drove the consumption of high-end headphones, with sales exceeding $ 1 billion last year alone, with Beats accounting for 61%. The most important factor affecting consumer choice of product, according to NPD research, is the brand, followed by the quality of the sound.

In this regard, I want to change a bit, first of all is forced, followed by the quality of the sound.

@ Hallelujah said in knowing: Most people buy headphones thinking is very simple, is to buy a nice point, looks good-looking, can be loaded to force even better. Results go out and see, students have beats, colleagues with beats, more pull the wind, more handsome. Why is it so expensive to sell high-level brand, then buy it, NBA players are using it, what the packaging that Dr designed, looks like a very famous, but also with my iphone distribution, why not buy?

2, is not selling headphones, fashion accessories.

36 Krypton A recent article said: "Beats 'head of product TJ Grewal believes the trick behind Beats' success lies in their special way of thinking, not just to make headphones sound good, but to make sounds even cooler.

"Their brand gives consumers a sense of identity," explains Benjamin Arnold, an analyst with the NPD Group. Headphones are functional devices as well as fashion accessories. Beats bold colors and more modern industrial design, make them different, different from other companies such as Sony, Bose or Bowers & Wilkins. Headphones such as those designed by LeBron James and Lady Gaga also sparked a celebrity effect. In this way, even if the price of 100 US dollars, children also think of a manpower.

3, black magic brand marketing: Unusual brand play.

Monster Beats brand creator is the famous American rapper Dr. Dre, his star effect has brought great brand effect.

But the most effective is that Beats has taken the dark magic of brand marketing, confusing the public's marketing strategy: Beats is the hottest headphones, the sound will be a Trojan horse. Beats headsets appear in every MV, and the headphones appear frequently in some videos, imperceptibly to video viewers in the United States.

An article from The Verge reveals Beats' product strategy. Sound quality is the most controversial aspect of Beats. Many commentators think the Beats are too noisy, the bass is too strong and the overall sound quality is far below that of competing products of the same price. Grewal, Beats' head of product, replied, "Oh, it's a hip-hop headset that is widely recognized by singers and it's so popular anyway."

According to Grewal, the characteristics that critics demeans are actually what the company intended. It comes from the DNA of creators Iovine and Dre. "Other high-end headphones always want to make the frequency response curve very straight, just flatten it regardless of the format it plays." But Beats did the opposite. "Beats's headsets want people to enjoy music better and to maximize consumer perception of the music, just as our founders did when mixing tracks. Again, the sound we want is closer to its original state, and the ones you hear from the headphones are the same as the singers singing in the studio. "

In short, in a word, a compelling product must create a strong differentiation. Is your product competing?