Star number 2nd Breaking the price of the "big shock" of ZTE's marketing model

Million of transcripts.

Back to 3 years ago, ZTE was determined to penetrate the high-end market by creating "star-level" smartphones. And then the steps were too big to pull the "meat" ——— in 2013, the G Rand s priced directly over the 2000 yuan level, exceeding 3000 yuan, and eventually G Rand S did not form a mass sale. 2014, Zeng Xuzhong in charge of ZTE Terminal, "stride" strategy into "steady" ——— to create a Star series, first with 1999 yuan of Stars 1th test market, after a good market response, 2499 star 2nd stars listed. South reporters from the ZTE Terminal to understand that at present, ZTE's terminal strategy is to create intelligent voice ecological chain, and the Star series is the carrier of Intelligent Voice. This means that star 2nd is carrying the carrier's ZTE Terminal direction, this number of stars 2nd painted a revolutionary color, the success or failure of a significant relationship.

"Seed" players push ZTE's marketing reform

"Seed" star series, its birth to ZTE's commercial marketing has been "huge shock."

"ZTE has found a lot of selling points for the Star series mobile phones, and finally returned to the ' voice '." "ZTE Executive vice president, Terminal Division C E O Zeng Xuzhong told South all reporters," the most obedient mobile phone "from Star 1 began to become star mobile phone" standard.

"Voice" Indeed for the Star series to find a new breakthrough, is expected to take ZTE Terminal with the hardware, appearance, low price This "simple rough" game rules. But it also poses a huge challenge to ZTE's marketing: The Voice experience cannot be passed through text or print advertising, but rather a hands-on experience.

At that time, vice president of ZTE, Terminal M K T Department general manager Mao Yan just from ZTE North America market back to the domestic, responsible for ZTE Terminal Global market strategy, he was in a friend chat process was inspired: social media micro-letter platform of the bargain activity "attention high, spread wide, increase experience crowd", After a simple analysis and prediction of the activities, the star 2nd "National Bargain Carnival" campaign was launched on the micro-trust platform. "The fundamental purpose is to let everyone know that ZTE has this voice products, to achieve the effect of detonation." "Mao Yan said.

Data show that after 6 seconds of the bargain, users from Shenzhen experience the first time, an average of 233 people per minute to participate in the event, a total of 670,776 people participate in the discussion, the total number of visitors to 5,049,361. And the first to cut down the product of the micro-letter nickname "Cocoa (Platinum)" Female users, within 48 hours, her micro-trust friends to help her "chop" more than 300 knives.

ZTE's internal already clear, the star 2nd marketing strategy is first through the network to arouse the attention of young users, and then through the ground advertising and physical shop bedding, guide potential users to the store experience star 2nd. And this marketing process, and star 2nd corresponding to the target crowd (25~38岁) of the consumption habits match. In addition to the haggling, ZTE has invested a lot of resources on social networking sites, such as asking a friend to take the star number 2nd to travel and share his mood on a social platform.

ZTE Terminal within the new marketing method summed up as C & C & C, through the channel (c Hannel) to disseminate information to users and provide experience opportunities, users (c onsu-m er) experience after the formation of Word-of-mouth and opinion, feedback to mobile phone developers, to innovate (C reative). It can be said that, starting from the star 2nd, ZTE Terminal Marketing has a watershed.

Star 2 host strategic deployment direction

To star number 2nd, ZTE has become a "crazy salesman" from top to bottom. Zeng Xuzhong in the various occasions with domestic and foreign partner executives to seize the opportunity on the "show" star 2nd voice function. For ZTE Terminal, Star 2nd is not only carrying the mission of penetrating high-end market, but also is the carrier of ZTE's strategic deployment direction, its main voice control system is strategic deployment direction.

In ZTE Terminal, the aircraft carrier, intelligent voice is the steering wheel, star 2nd is the deck.

Zeng Xuzhong revealed that ZTE has been developing and updating the voice system. In the case of a speech high-speed processor, 3 years ago the speech processing time is about 5 seconds, and now star 2nd processing time is only 1.2 seconds. In addition, ZTE Terminal holds the core technology of voice handset development: Self-research chip, 4G, cloud, voice large sample, intelligent terminal, etc. Zeng Xuzhong that the next fork in the human-computer interaction is "voice", the smart voice clearly become ZTE Terminal strategic deployment direction.

Last September, ZTE announced the United N u an CE, A udience, gold and other voice technology authority to form a "Smart Voice alliance", began to expand the mobile phone voice technology layout. After the "Smart Voice Alliance" was established, ZTE launched star 2nd on the basis of star 1th. At this point, Star 2nd has become the carrier of ZTE Terminal carrier's strategic direction, the success or failure of a significant relationship.

December 30, 2014 after the official listing of the sale, star 2nd "1 months sell 300,000" performance, Zeng Xuzhong that "basically meet the expectations, broken 1 million should be no problem." Previously, the number of star 1th sold at the Millennium level was 1.2 million.

The industry believes that the expected sales target, somewhat conservative, but the "potential energy" determines ZTE from the low-end market to the middle and high-end market attack can not be accomplished overnight, but need time slowly infiltration. Flying Elephant net C E o Xiang that the next wave of human-computer interaction is voice control and management. "ZTE's voice system is doing very well and experiencing very well." But the problem that ZTE is facing in the market now is that many companies do not attach importance to voice development, the stereotype of consumers is ' the voice of mobile phone is not good. ' ZTE's first breakthrough is to let consumers know that Star 2nd voice function is different. ”

Reporter Wangxiaoxing Liu