ZTE's mobile phones have changed significantly in product and marketing strategies

Before the MWC exhibition in Barcelona this year, the author interviewed Zeng Xuzhong in person, while he was busy optimizing the existing product line of ZTE's mobile phone and adjusting the internal structure. He said to the author: "Do not go to MWC this year, there are more important things to prepare at home."

Indeed, for Zeng Xuzhong, how to bring new changes to ZTE phones in a short period of time, and to motivate team morale, is the first Test after taking office. After 50 days of almost no rest of the "lien", after the end of MWC, Zeng Xuzhong took out the first answer.

February 24, the industry's first telecom eight-core mobile phone ZTE 2, as well as 6.0-inch large screen mobile phone me Mo II in the Jingdong Mall launched pre-sale. ZTE also combined Tencent Micro-letter, Jingdong Mall two internet giants, launched the "Green Yang 2 million red envelopes, robbery Jingdong" activities. ZTE invested 2 million in cash and 10 million coupons for Beijing east.

According to statistics, in the activity 7 days time, a total of 2.94 million users participate in the red envelope activities, the cumulative interaction over 5.27 million times, 4.86 million red envelopes are shared, more than 10 million red envelopes are opened, on average, 18 red envelopes per second are opened, peak time period, red envelopes are opened on average of dozens of per second. Jingdong purchase page (Rob Red envelope Mobile client) Cumulative exposure more than 22.06 million times, Blue Yang 2 and Memo II mobile phone through the Beijing-east has broken 4.5 million.

For ZTE and other traditional handset manufacturers, through the Internet and user interaction, product and brand marketing, for many years has been to no avail, and even many times by users and performance "spit." So how is ZTE mobile phone in the internet marketing "enlightened"?

The author after a variety of snooping, the message is as follows:

1, ZTE's youngest executive vice President Zeng Xuzhong itself is a deep internet user, every day before bedtime, road, wake up the first thing is through mobile phone online access to information, send and receive mail. Zeng Xuzhong is ZTE's first real-name certification of micro-blog executives, but also ZTE's initial group of micro-credit households.

2. After the CEO of Zeng Xuzhong, the first three things to consider are: rapid improvement of product hardware and software design, in line with the Internet user experience; Internal framework adjustment enables it to respond quickly to the changes in the consumer market and how to combine brand marketing with the Internet.

3, during the Spring Festival, micro-letter red envelopes hot, Zeng Xuzhong also in ZTE more than 10 internal groups distributed tens of thousands of yuan of red envelopes, feeling very high. Happy, Zeng Xuzhong suddenly realized that can use micro-letter red envelope function to carry out a new product dissemination activities, so that users get cash and lottery benefits, but also enhance the interaction with users, help ZTE mobile phone products and brand spread.

4, Zeng Xuzhong's proposal was quickly implemented to cooperate with Beijing-East Green Yang 2 mobile phone pre-sale. However, as ZTE for the first time with the micro-letter, Beijing-east two big internet giants cooperation, there are many twists and turns. such as ZTE's official micro-letter is a subscription number, not the service number, a lot of direct communication with the user lack of function, so the red envelope to obtain compared to Tencent Micro-letter platform for the new Year red envelope complex process, resulting in ZTE internal also questioned the voice. But Zeng Xuzhong thinks the transition to the Internet is right and must be tried. At the end of the day, statistics showed the "robbery of Jingdong" was successful.

ZTE Brand team also quickly communicate with Tencent, February 25 Rob Red envelopes after the launch of the Mini, the system platform to receive instantaneous user attention and response operations, the number of visits and operations with more than a prior assumption. Servers and bandwidth are almost full load, until 3 o'clock in the evening to moderate, almost downtime. As of March 2, ZTE's official micro-credit subscribers grew more than 100,000.

5, in addition, Zeng Xuzhong in ZTE Shanghai Research and Development ZTE, senior Vice President Ye Weimin in Shenzhen, Vice President Kang Yulun in the Barcelona MWC exhibition site, ZTE Power business President Huanghuiying also launched a red envelope, and online activities to combine. This is the first time ZTE's mobile executives have collectively campaigned for internet marketing campaigns.

For domestic traditional handset manufacturers, ZTE's 2 mobile phone "Rob Red Envelopes" marketing campaign is worth learning and thinking. Through the investment of 2 million yuan, not only Blue Yang 2 and Memo II mobile phone through Jingdong has broken 4.5 million, but there are 2.94 million with participation, the cumulative interaction of more than 5.27 million times, ZTE brand exposure in the target user group has been widely disseminated. And this with the tens of millions of million on the star endorsement, television variety show, such as the traditional way of naming more accurate and effective.

From the perspective of communication, values and identity are the highest form of corporate brand communication. And in the mobile internet age, how to operate the micro-credit subscribers, microblogging users, forum users, such as loyal "fans" to the corporate brand of good and identity, has become a common concern of domestic consumer brands.

For those who care about ZTE, as Zeng Xuzhong says: "Change is happening and it should be a little faster."