Domestic mobile phone 2014 year-end inventory: Fans war feelings

2014 can be said to be a domestic mobile phone rise of the year. Domestic handset sales have climbed, Lenovo and millet mobile phones have been announced to become the world's top three, while Hammers, a plus and other new mobile phone manufacturers also released a new model, stirring the domestic mobile phone manufacturers of a pool of spring. Domestic mobile phone manufacturers in this year's development has four key words can be summed up: 1, fans first, fans are still the focus of major handset manufacturers. Domestic mobile phone fan culture by Zang led the charm family began, in Lei founder of the Millet hand. Millet vermicelli called rice noodles, the fans called kerosene, Huawei fans called pollen, now almost every domestic mobile phone brands have their own fan groups, but also set up their own fan community. But this year, several big mobile phone manufacturers have encountered fans of the defection. There are two very obvious events. One is the Phantom of the MX4 announced the final price of the Charm clan after 1799 Yuan, a large number of suspected Millet fans in the LEI under the Weibo reply 1799, the request to adjust the price of millet 4 to 1799 yuan; the other is the hammer technology in the release Hammer mobile phone price of 1000 yuan, a lot of hammer powder deeply disappointed, feel no longer love old Luo. These two defections tell us that the so-called fan marketing is risky, fans are also profit-free, in the absence of benefits or their own interests are impaired, or not to achieve the expectations of fans, fans will not hesitate to turn black from the powder. In the final analysis, domestic mobile phone fans are not real fans, but by the favors raised fans. 2, feelings and feelings of the word is not specifically belong to the old man with his hammer phone. In fact, feelings can also be seen as domestic mobile phone manufacturers to build their own brand of packaging means, but, Lao Luo really interpretation of the feelings of the price. For the interpretation of feelings, hammer phone is not for me to win or lose, I am serious, a plus mobile phone is not to be, and millet mobile phone has always been that sentence: always believe that good things are about to happen. In fact, this is the domestic mobile phone in the brand packaging progress embodies, no longer a simple list of functional configuration, but through the emotional identity to affect the consumers of mobile phone brand awareness. However, despite this, consumers of domestic mobile phone brand awareness is still in the vague stage of domestic mobile phone brand loyalty is generally not high, the choice of domestic mobile phone is more to consider cost-effective, rather than brand. This is also worth each handset manufacturer Ponder, why the user is not buying the sentiment? In the final analysis, lack of innovation is one of the factors restricting the brand of mobile phone manufacturers. Although the slogan shout loudly, but the uniform exterior design and the difference is not the interface operation, and no innovation can say function configuration, these are not beyond the user's domestic mobile phone brand awareness, did not make users really scream products, of course, users will not pay for feelings. 3. Price war is still the main weapon for domestic handset manufacturers to kill each other, and is one of the most effective marketing methods so far. As the current domestic handset manufacturers among the highest sales of millet, by virtue of this is the only weapon, since the introduction of the following red Rice mobile phones, sales are notBroken up, currently the main low-cost smart machine Red Meter mobile phone has become a number of millet models of the best-selling models. and has been stable 2000 yuan price of the Charm clan, in order to and Millet, Huawei, Lenovo and other domestic mobile phone manufacturers to compete, in this year also carried out a number of price reduction, 1799 yuan of the charm clan MX4 successfully challenged 1999 Yuan Millet 4, which caused a certain threat to millet. In addition, the hammer phone was crushed by the price war, due to poor sales, in the market after a few months, the price of more than 1000 yuan, which also makes domestic mobile phones in the mainstream models are all less than 2000 yuan, completely reduced to the low-end market competition, and for Apple, Samsung and other international handset manufacturers in the high-end market position, Domestic handset manufacturers have always been unable to shake. However, after several major brand manufacturers in the Battle of price war, the cottage machine has been completely out of the history stage, but also is one of the success of the price war. 4, the Conference of new products is the domestic handset manufacturers are now the most love a way of marketing. This may be from Steve Jobs's apple new product launch, but Apple's new product launch is only once a year, and some domestic mobile phones to open the frequency of the conference is simply to become a big aunt. Most of the truth is that the handset manufacturers also love to open a conference, which let the media reporters are happy and sad. Where to go to the conference, really a difficult choice! Why do domestic handset manufacturers love the press conference? This is mainly because the launch of the brand is very effective dissemination. The first is that the press conference has a large number of media presence, can be at a lower cost of the situation to obtain a large number of media exposure. Second, because can with the user direct interaction, facilitates to deepen the user to the handset brand the loyalty degree. Now basically every company in the press conference will invite their own fans to represent the participants to show respect for fans. Third, the launch of the pre-implanted selling point, the social media can form a hot spot, so as to further expand the brand awareness. In a word, the review 2014 years, domestic handset manufacturers basically around the four key words, play price war, open a press conference, do the fan marketing, and a big play feelings card, is said to be lively, and overall sales are also more ideal. Looking to 2015, domestic handset makers must make changes to seek breakthroughs in the high-end mobile phone market, which is tightly controlled by Apple, Samsung and other international manufacturers, to boost their profits and spend more on developing smarter handsets. Only have their own advanced core technology, in order to be in the international market real footing.