No fear of killing into the Red Sea market Zuk mobile phone where is the clout?

The release of a new phone has become more systematic, from the increasingly extravagant presentation stage screens to the increasingly creative invitations. When to show, how to make a debut, has become an important factor affecting the feelings of a mobile phone, or even selling good or bad. While it is difficult to measure a fixed standard for the spread of campaign among mobile phone vendors, the "Content-driven" communication environment, where possible to use "diversification + multi-pronged" approach is recognized by the industry.

Recently, The Magic Factory as a well-paid attention to the incubation base, began to be busy, ready to do a mobile phone industry peers big shout of wonder-in the domestic mobile phone market seems to touch the ceiling of the situation, launched a new brand named Zuk mobile phone. In order to make the phone fully exposed, in the first 3 months before its launch-June 19, launched the ultra-large-scale propaganda.

As a part of the smiley campaign, in its launch "ZUK, next New York" campaign, the use of up to dozens of types of communication channels for marketing campaigns. The size of the large, very rare. In addition to the subway, buildings and other people's large flow of "eye-catching propaganda", more infiltration of the national 200 colleges and universities to collect the smiley face big build momentum. Mass-marketing campaigns quickly set the target group-young people-and put the smiles on the big screen of Times Square in New York, allowing young people to shift from the role of the participants to the beneficiaries. As far as I can see, Zuk is tightly grasping the mentality of young people like "herd".

As a new mobile phone market, Zuk with a fearless mentality to open the offensive prelude. And why did it choose to kill into the Red Sea market at this time?

Team Eco-Lightweight to catch the mobile phone market change inflection point

工欲善其事, its prerequisite. Zuk since the choice at this time to kill into the brutal quasi-mobile phone market, may have been ready. For the time being, Zuk or based on both internal and external reasons. Internally, Zuk team members, division of labor, equity structure and other mobile phone manufacturers have different differences.

At present, Zuk mobile phone team members a total of more than 400 people, 90% engaged in system, software development, only 10% engaged in hardware design. In the hardware war, nuclear war is still the current smart phone competition of the present, is very "wonderful". From the other side of the view, Zuk from the top to the general staff, are to travel light, the software as a breakthrough. ZUK CEO Chang Cheng, you said in an interview, "We are more than a mobile phone company, but also a software company, mobile phone is just a carrier of our software, ZUK to use the best software to accumulate users."

Throughout the current smartphone market, the consumer-approved Android depth customization system is only Xiaomi's Miui and Meizu's flyme. But even if they have a large number of users, there are many problems that have been criticized. Especially in terms of update speed, fix bugs, optimize memory usage, UI design, and so on, the problem is particularly serious. Zuk at the end of June will launch its own customized system Zui, if it can bring consumers a different new experience, will be a good basis for their development path.

The magic of the Zuk mobile phone brand, the stock structure of the unusual road-Lenovo Holdings 70%, other partners holding 30%. Although it seems that Lenovo occupies absolute control, it is understood that the Magic factory and Zuk are absolutely independent operation, personnel structure, administrative system completely independent, even the hardware supply chain and Lenovo mobile products are different. The most obvious signal is zuk located in Beijing, the original Lenovo Institute on May 28 "Change the standard", is Lenovo in the world only do not play the parent company logo Building, fully embodies the independence of Zuk operation. This ensures that Zuk can boldly try out new business models, marketing tools, and perhaps create new miracles.

Surprisingly, Zuk will implement full-fledged employee ownership. From the whole mobile phone market environment, at present, no other manufacturers can do this. In this way, Zuk, despite its capital and strength, puts itself in the position of a start-up team. With full equity incentive, to condense the centripetal force of the whole team. In fact, according to the management of the interpretation, this is essentially to eliminate information asymmetry, so that everyone in the team to become a real participant, rather than work in the "echo whatever." In this way, Zuk can also get rid of millet, hammer, Meizu, one plus and other personal heroic operation mode. For other big tree-backed entrepreneurial team, it is a good example of reference.

From the outside, the smartphone market has swallowed up the demographic dividend and hit the rising sales ceiling, and it's hard to turn it around with regular phones. The market has fully entered the change of the inflection point, urgent need for fresh blood injection. The vast majority of users are looking for a second, worth of mobile phones, which is not to say how much the number of users to change, but can encounter the second to bring users to change the impulse of the mobile phone-like the iphone 6 series brought about by the great changes, to attract Android users to change the machine. As Changcheng said, "We are looking at a change market." ”

from both internal and external factors, Zuk into the mobile phone market still has a clout. According to Changcheng, "Zuk dares to make a cell phone because we believe in seeing the opportunity." "At the moment we see that there is a difference between the Zuk, but whether the emergence of a sudden, but also to market verification."

Differentiated first Zuk mobile phone big difference

The foundation has been played well, the timing is just right, but the core factor of success is whether the Zuk itself has distinctive characteristics, so that consumers have the impulse to change the machine. From the current information, Zuk mobile phone is the differentiation of the first line, and strive to be different from millet, Huawei, Meizu and so on.

From the quantitative point of view, with other mobile phone manufacturers layout high School low-end, all cast nets, focus on fish, shot a gun for a place strategy different, Zuk mobile phone established strategy is to launch a mobile phone every year. For the new Zuk brand, this will maintain a high degree of concentration and make every effort to create a feature phone.

From the big environment, the overall layout means that the front line will be stretched, not conducive to the growth of new brands. Only by reducing the number of models, the main focus of subdivision and subdivision of the market, can have blockbuster effect. Be aware that consumers tend to focus on information that is consistent with their attitudes and beliefs in order to satisfy their purchasing needs. Therefore, the distinctive characteristics of their own as the focus of strengthening, and ultimately to form a driving consumer buying positive incentives.

And Zuk the first mobile phone directly located in the high-end model, and the current domestic mobile phone market detached simple price war, to the higher stage of the trend of evolution coincides with. Now, is in the training of consumers to buy domestic high-end flagship model awareness stage, Zuk mobile phone accession, will speed up this stage.

On the channel, Zuk mobile phone does not conform to the full force of all channels, but targeted layout of the three or four-line city market. According to IDC data, 2014 Q3 domestic smartphone market shipments of 105 million, the chain grew 1%, an increase of 11.1% yoy. But the first-class city down 16.8%, the other cities in the market, no matter the same year or the average upward trend. Even now, this phenomenon is even more serious. In this trend, Changcheng says the main front line of Zuk is in the three or four-wire city. To avoid the edge of competitors, the potential of the market as a Zuk focus, is a beautiful dislocation of the war.

With Xiaomi, Huawei and other mobile phone manufacturers directly released products, and then consumers to communicate different, Zuk mobile phone in the beginning of research and development let consumers participate in. On the one hand, to understand the real needs of consumers, on the other hand, it also allows users to really recognize the advantages of Zuk itself. Zuk does not do the superficial, but at every stage of research and development, even consumers can participate in decision-making-the first mobile phone final name Z1 is selected by the consumer vote. Customized mobile phone research and development model, from the most basic, the most important effect, has successfully attracted users to participate in it.

Zuk mobile phone is different, but also reflected in the attitude towards overseas markets. Under normal circumstances, domestic handset manufacturers are in the domestic foothold, and then signaled to overseas development. Overseas market is more like the domestic market "foil", mobile phone manufacturers do not want to be able to reach a certain height, just to enhance their brand "forcing lattice", and forced itself in the domestic market position. And Zuk is to choose to cooperate with CM, directly into the overseas market, with the domestic market, completely abandon the first domestic, after the old way abroad.

Marketing mode is changing quickly open the market

Marketing as a key part of the current mobile phone sales, Zuk at the beginning of the very important. As mentioned in the introduction, the current ZUK aggregation of multi-party forces and channels, is holding a mammoth "ZUK, Next stop New York." From the perspective of its actions, the future Zuk marketing model will be a variable way, diversified marketing will win more attention.

In marketing promotion channels, Zuk or continue to increase the omni-directional, three-dimensional mode. To the Internet marketing-based, combined with the promotion of the ground as a supplement, breaking the previous mobile phone manufacturers only on-line on the vicious circle. In the early stage of product release, Zuk mobile phone will focus on young people and student groups, cultivate their own brand image, word of mouth, increase the Zuk brand's own characteristics, such as smiling face, beginner's mind and other dissemination. From the perspective of the market environment, the new brand in order to complete the reverse attack from the brand awareness, it is necessary to carry out the concept of heavy packaging and re-molding, and try to extend the well-known to the consumer Association and meaning.

It is understood that the Zuk brand name itself stems from the smiley, where the letter Z and K respectively represents the smiley face of Two eyes, U is the mouth, is the interpretation of Zuk living life. "ZUK is a kind of imagination," said Changcheng, CEO of ZUK. ZUK, is a sign of a smile. Simple point, is Zuk to do the product's Creed and manifesto. A group of crazy people, to do their best, only for you the simplest choice. ZUK, simple point. "Through an interesting and vivid interpretation of Zuk, you can easily and directly contact with consumers.

It can be said that Zuk diversified marketing model, is in the deepening, refining brand sentiment, and then dissolved to positioning, design, promotion, promotion, channels, services and other brand contacts, ultimately accepted by consumers and empathy. In this way, it may be possible to quickly open up the market. From the marketing mode of Zuk, many mobile phone manufacturers of marketing have gone into a misunderstanding, that the digital era of marketing is a simple online internet marketing. In fact, the complete digital era of marketing experience, including online, offline, social networks and mobile, and so on, and this also provides a new marketing ideas for other vendors.

Written in the end: The newborn calf is eager to show himself

Zuk is now like a newborn calf, eager to subvert the existing order of the market's mobile phone. In other words, trying to get out of one's own way. Just like the iphone and Xiaomi, try the new model of water. This is a double-edged sword, both may be blockbuster, and may eventually hurt themselves.

Changcheng has said: Zuk in this time node into the mobile phone market, whether it is the product selling point or operation mode, all need to take an extraordinary breakthrough road. Perhaps the growing silence of the smartphone market is also the need for the fledgling calf to spur the entire market from another side.

This article is from the "sci-fi Galaxy" blog, make sure to keep this source http://skysfw.blog.51cto.com/926181/1664230

No fear of killing into the Red Sea market Zuk mobile phone where is the clout?