Denying the past, whether the Charm clan is a survivor

February 13, the vice president of the Guo Wanxi Weibo: "Has let the daily output of Foxconn doubled or meet demand." "Zang Comeback, the use of strategy, such as a series of marketing actions, directly pulling the Phantom of the family sales."

February 17, CEO Zang did two things, first, the charm of the official microblogging is almost entirely deleted, and the second is to cancel the home design of the official forum of the charm, since the comeback since February 9, he completely changed the charm of the family's marketing strategy, so that can really let the charm clan in the market "reborn" it.

Rejected Lei four years ago, creating the biggest rival today.

February 9, the Charm clan Zang on the first day of the comeback, said a thought-provoking discourse, so that outsiders can't wait to see the domestic mobile phone industry, the most mysterious character style.

Video of the Zang, mouth holding a cigarette, with a bit of pi rogue temperament, the lens of his not too adapt, he said usually home, usually 12 o'clock up, also rarely in public speech. "These things will change in the future. ”

Years ago, Zang out of the company's day-to-day management, once two or three years has not been to the company, nor in public appearances, the year home, a heart-bashing in product design.

Just then, the mobile phone industry is quietly changing. At that time, Millet has not been founded, eager to enter the industry lei find Zang, with other investors bid tens of millions of U.S. dollars, to buy 30% shares of the charm, was Zang refused.

In hindsight, Zang made a major mistake, not to understand the capital operation, but to cultivate their biggest competitor-millet. April 2010, the establishment of millet, the model and the charm is very similar. At that time, Lei humbly to zang for advice, while drinking cola, while listening to the charm of how the family is how to interact with the charm powder.

Next, the millet outbreak of four years, it is Zang retreat four years, four years later, the domestic 1500 yuan to 2000 yuan mobile phone price, the basic is millet monopoly. 2013, millet to achieve sales of 21.3 billion yuan, and the Charm clan, founded nearly 11 years, has not yet broken through the threshold of 10 billion.

Four years later decided to return to learn millet marketing way

The Charm clan has been the imitation of millet, product design Needless to say, priced slightly higher than millet; channel, the line has 600 stores, the line has the official mall, cooperative electric business, but also with operators. However, there is a fatal flaw in the charm, which is recognized by the outside world, marketing is too bad.

The charm family has been walking the model four years ago, limited to the Charm forum, in the Internet marketing has been slow progress, the charm of the lack of a leader of the Thunder Army. Perhaps years ago, Zang had such self-confidence, but the problem was that he waited until he was behind bars to say: "This person is me." ”

10 days after his comeback, he has been proving to the outside world that he is a marketing material.

February 9, the first internal conference video, open first show, February 10, the MX3 of the charm of the flagship machine price of 200 yuan, adjusted after 1999 yuan, and Millet 3 flat; February 12, opened Sina Weibo, High-profile announced from "Mars" back to Earth. February 17, Zang clean up the Charm Clan Sina official micro ...

Zang a series of actions, directly pulling the Phantom of the family sales. February 13, the vice president of the Guo Wanxi Weibo, appears quite excited: "has let Foxconn daily output doubled or meet demand." ”

It's hard to change your character.

However, it remains to be seen whether Zang can continue the situation. According to Baidu Index, this year before Huangzhang comeback (February 5), the number hovering in 200 up and down, then went up, the first day of the comeback reached the apex of about 11500, then fell back, and Lei is comparable. But the "Charm Clan" index has been stable, indicating that Zang to the brand pulling effect is not obvious at present.

In addition this 10th, Zang's high-profile style, also attracted many "reader" dissatisfaction. Internet commentator Jia Jinghua said: "The charm family made a fatal mistake, the opponent to lock millet, from the point of view of the brand, millet is still not out of the shadow of the cottage." "Another zang to completely delete the micro-Bo and other tough style, but also criticized as" so that employees have no sense of existence. ”

Tan Wensheng, the Big Dipper chairman, said Zang wanted to change his character, which was incredible. "He is a technical male, and Lei is two kinds of people, now see Millet do well, want to learn its marketing, personally think it is difficult." If you hire more professional people to do marketing, the effect will be better. "Analysys analyst Wang also thought:" Zang is a strong internal strength of people, low-key, is now learning to integrate the Internet elements of the way of speaking. ”

Tan Wensheng added that the current biggest enemy of the enchantment is not itself, but the external environment. This year, the major manufacturers in the Internet as a sales position, ZTE, Huawei, Lenovo, cool faction ... The domestic mobile phone industry has long been the same. ”