An atypical flagship conference of the Phantom: becoming a pig in a tuyere

Relevant media, from the media and the various commentary celebrities also bring a lot of content. The Pacific, Zhongguancun and other IT vertical channel layout has published a number of MX4 reports, the home page is also occupied by the Charm clan.

Such a strong exposure effectively led to soaring Baidu index. Within 24 hours, the "Charm clan", "MX4" and "MX4" search indices added up to more than 1.64 million.

The charm family has always laughed at their own pig-like marketing, but this time the launch of the data shows that the market has become the charm of the pig in the Tuyere, the index to approximate millet conference peak of about 80%.

MX4 3 million for two days.

September 5 12:00 Noon, the vice president of the market for marketing, said on Weibo: "The parents do not book MX4, only online booking last night has broken 300w ... There's a pro in the back ... Now write an apology letter in tears. ”

Few words, the industry's rare honesty, but also revealed a little bit proud--in accordance with the industry about 20% of the sales conversion rate, such a number is enough to make the charm of the people laugh.

Looking back at the entire release of the MX4 marketing campaign, from half a month ago preheating, to the climax of the conference, not surprisingly become the September domestic mobile phone industry's most concerned about a new release. From the core fans of the charm "friends", to cell phone enthusiasts, to ordinary mobile phone users, and then to industry media and commentators, in the MX4 release throughout the entire process to maintain a high degree of participation-of course, also let MX4 from the initial into the public eye, on the cusp of the ups and downs.

From nearly half a month to the charm of the family and MX4 attention, topic sound volume and the overall feedback after the release of the product, MX4 's release of marketing as a whole is successful-concern high, product feedback overall optimistic, which also for the follow-up MX4 continued to promote and sales laid the foundation. Compared to other intelligent hardware manufacturers this year's marketing, the charm brought, is an atypical new product marketing.

To warm up: to swim in the end of a black and rebound in the bottom of the wire rope

Outside comment Millet "No design is the best design." If this sentence is applied to the former charm clan, is "No marketing is the best marketing." But this year, the charm after getting financing is no longer free from the September mobile phone marketing tide, and the initial display of marketing means chose not to take the usual road.

Compared to the vast majority of domestic manufacturers, near the release of the Charm clan MX4 has a greater appeal. Just the Charm clan does not take the initiative to cater to the common "Hi-da pu ben" marketing, but with a series of anti-"from the Black" marketing, will oneself to the public opinion whirlpool.

From the very beginning, the enchantment has "done" the key message-whether it is true or false. For example, it is very early to let the outside world see MX4 's real machine picture, and let the outside world to 2499 this price is quite certain, also has MX4 's core disposition, including MediaTek chip this latent biggest "trough", all does not have the reservation to send out.

This "no surprise" attitude was predictably questioned and even attacked. However, in the questioning and attacking, the MX4 of the charm family on the network is also increasing.

In addition to the invitation to become a warm-up period of the explosion point, another will MX4 push on the hot, the Charm clan "since the Black" after the creation of the surface of the public opinion crisis, and then to resolve the process--in the information disclosure phase of the charm not only to MX4 almost no reservations, even rumors of MX4 Pro also "generous" Revealing enough exciting information. But the Phantom never explained the arrangement of MX4 's regular and Pro editions on the release schedule. This has led to the idea that a large number of media and the public, the Charm group will be released on September 2, including MX4 Pro, a variety of mobile phones.

This expectation is elevated enough to the end of the week before the conference-the most opportune moment for the charm to pierce the Windows: only one product, no pro. This let the charm family in the conference three days before the event has become a variety of public opinion frequently "care" object, both to win attention, and appropriate for irrational expectations of cooling. So, in three days, whether it is looking forward to the Phantom in the launch of the only product consumers, or wait to see how the charm of the good people, will be reflected in the MX4 of the Conference, and let the charm of the family ushered in "from the black" after a long time rebound.

Press release: Information trade-offs and precise detonation

Can not say that the charm of all the usual way of preheating is to the final conference, but the Conference must be on this counter-conventional marketing methods to test the results. Consumers pass all kinds of information before the charm of the bombing, and finally let the mentality of return to the rational sitting in the conference hall, or live in front of the screen.

The Phantom of the family has indeed changed.

The ghosts of the past tended to take on the craftsmen and were therefore unwilling to go to war with their rivals. But at MX4 's press conference, the whole family did not forget the sarcastic teasing of rivals, and the information appeared to be in a very good position, with a sharp wit.

In product packaging, the charm of the family continued its own style, but also conform to the current trend-focus on the practicality of products. After two years of hardware wars, consumers have become more rational, more concerned about the practicality and applicability of mobile phones, perhaps at this time to speak of "better use of mobile phones", more than ever more appropriate.

And when the price of 1799, all doubts disappear, the charm of the past deliberately created by the doubts and dissatisfaction into surprise.

An atypical flagship launch

The Phantom of the MX4 press conference is that the charm family from the beginning to set a high risk, high income ideas, and in the marketing process dares to use the risk to exchange attention, just right to grasp the negative public opinion of the release.

"From Black", "the practice of creating negative public opinion" is certainly not the first, the charm of the family is not typical of its black and negative as an important weapon to use, and through the information, time and scale of good balance, won the full attention, and finally achieved good results. "

Unfortunately, any atypical thing is hard to imitate. The charm of this successful atypical marketing may not be replicated, even the charm of their own, might not be able to MX4 the experience of the market preheating.

So wait until MX4 Pro release, what will the enchantment do?