The way of the Dark horse vivo in the counter attack

Not long ago, the famous research institute, IHS Technology, announced the market share of domestic smartphones in the second quarter of 2015, vivo mobile phones with a 10% share of the market share beyond Samsung ranked fourth place, became the black Horse of domestic mobile phones.

In the overall weakness of the smartphone market environment, why vivo can achieve reverse market growth, breaking into the top three domestic brand share, we have to re-examine the development of Vivo road.

Focus on product innovation, Vivo become the industry leader

Unlike the current fiery Huawei Millet, Vivo belongs to the slow-heat enterprise, and every step of it is very practical.

Products, music has been Vivo's strengths, relying on the difference in music positioning, vivo in the early stages of development and competitors do a good product isolation, but also to make music vivo mobile phone one of the most important label.

From Hi-fi, ultra-thin, extreme image of the ultimate experience to get the beauty of goods, vivo in product innovation has been spared no effort.

Taking Vivo X5pro as an example, it uses a double-sided glass design, both sides are using a 2.5D droplet radian Corning tempered Glass, 89 minutes of CNC cutting and grinding, 483 minutes tempered treatment, 40 minutes of Aurora Tao Jing coating and 49 minutes of silk screen, so that the glass reveals the general Aurora White, Vivo official claimed that the glass in a total of 12 layers, each layer only 20 nanometer thickness of the Aurora Tao Jing coating, so that the machine looks crystal clear, texture incomparable ... Its "beauty of hand goods" product concept, making vivo x5pro become one of the most beautiful value of the summer mobile phone.

It is vivo this in the product never meet the pursuit of the ultimate innovation spirit, just make vivo mobile phone become today's industry leader.

Play brand marketing, Vivo become national mobile phone

There have been netizens in the mobile phone group, the current domestic mobile phone who's brand premium high, the following users answered that let him see vivo. From here, it can be seen that the vivo is also a high premium brand.

The reason why vivo has such a high brand premium, and its high-hit brand marketing strategy has an inseparable relationship. A few years ago, Vivo relied on television commercials to become a household name in the Chinese ear of the big brand. Since 2011, Vivo has sponsored almost all of the country's most TV-rated television programs. Hunan TV from the "Happy Base camp", "Day up" to "I am a Singer", Jiangsu satellite TV's "not sincere do not disturb", and then to the Oriental TV's "China's talent show", these household TV shows, we can see the shadow of Vivo.

Vivo is also one of the co-branded sponsors of the fourth season of the "China Good sound" that is now being hit.

Of course, Vivo's brand marketing is not limited to television advertising. Vivo in the People's Daily "No word bible",

Vivo "The beauty of hand goods" of the circle of friends advertising ... is the first time.

From TV sponsorship, People's daily "No word heavenly book" to the Friend Circle advertisement, then to detonate the network media, vivo the brand marketing to play the flower, at the same time Vivo brand influence also expands from the line to the network, becomes has the high popularity the national handset brand.

Adhere to the channel construction, Vivo eventually become king

In the case of millet Internet thinking swept the country, more and more mobile phone manufacturers began to launch their own internet mobile phone brand, followed by the establishment of Xiaomi online channel, but Vivo has gone a road with millet model opposite-the establishment of offline open market channels.

From the three-tier, four-line cities, try to avoid the competitive market, this is vivo early channel establishment strategy. Although the early establishment of the open market is extremely difficult, but vivo still rely on the air superiority + advanced channel control came over. Also because vivo in the development of the market, just make vivo online channel swept the country's current rival millet, the achievements of the Vivo today's top 3 domestic status.

It is reported that vivo current open market sales have over 100,000, this is a huge market power ah.

From 2011 Vivo launched a smart phone to now, just 4 years, Vivo has gone 10 years have not finished the road, among the three domestic mobile phones, with what? This is the opening He Yi question.

Write here, He Yi finally understand, precisely because vivo in the "Product, brand, channel" on the intentions to adhere to the completion of today's reverse attack road.

It is the intention to persist, there will be income.

The way of the Dark horse vivo in the counter attack