1 billion of the highest-paying advertisers were accused of flying a plane and throwing money.

Occupy the highest ratings of this year's television programs, into China's most lavish advertisers inadvertently, step by step high is the achievement of a legend. Since 2011, the high and Oppo (dual-brand operation) of the ads almost occupy the country's highest-rated TV program-Hunan TV's "Happy Camp", "up every Day", Jiangsu TV's "Non-interference", "husband to see you", Oriental TV's "China's talent show", Zhejiang TV's " I am the grand jury, Tianjin TV's "Not You", CCTV CCTV5 sports channel of the French Open and the United States professional basketball finals, the title of "2011 Happy Girls", become the NBA official market partners, and the global music Taiwan MTV Strategic partner ...　　High-step TV commercials are everywhere. At this time people can not help but ask, step by step high only as a domestic mobile phone manufacturers, how strong the strength, become the most rich advertisers, after all, the mobile phone market competition, profits meager, far less than tobacco, wine, dairy and other industries. So, step by step high almost crazy advertising behind, is the galloping, or dangerous?　　The IT times brings you closer to the answer. It times reporter Wang Xinyu cloud to burn money ability: Open the airplane to scatter money recently, the mobile phone advertisement which is endorsed by Leonardo DiCaprio has just finished in the NBA Finals fifth CCTV5 channel live broadcast, the advertisement picture style is big, the gas field is very strong.　　This mobile advertising advertisers, it is oppo, with the same major step of high music mobile phone system, are from the high group camp. will be the ratings champion sweep to Leonardo 5 million dollar endorsement fee, to the 15 million dollar endorsement fee, in step High group of these years regardless of the cost of the strong advertising investment is only the tip of the iceberg.　　Common people are not difficult to find, in recent years, step by step and oppo figure in a large number of CCTV, Hunan TV, such as the highest ratings of the television station prime time, and for the country's most popular TV program title, step by step high and Oppo logo frequently appear, lavish people are impressive. "Non-prudential" title fee 40 million, "China's Got Talent show" single season title plus a joint sponsorship fee of more than 80 million yuan, "happy camp" crown fees soared to 113 million yuan, this year, "Happy Girl" naming fee is confidential, but step by step high said certainly not less than last year "happy male" 70 million ...　　In the domestic television advertising generally rising today, oppo the original 200 million yuan per year, "sky-high advertising fee" has long been the past style. In the face of crazy high advertising costs, many companies want to talk to the television station price, but step by step in the title link in the strength of the performance is often directly hit the money, give the competition overwhelming blow. For example, 2005, 2006, Mengniu Yogurt for two consecutive years named "Super Girl", the Crown fee of 14 million and 60 million, was expected to Sanlianzhong, but in the discussion with Hunan Satellite TV to reduce the cost of the name of the mouth, step by step high music mobile phone intervention, quickly with legends more thanBillion of the name of the crown to replace.　　2009 Oppo Hunan Satellite TV concert, then directly forced Hunan satellite TV and many years old friendship Nokia broke up, and bowed in Oppo silver bomb offensive. Advertising fees or more than 1,000,000,001 senior sources responsible for media purchases say, "Recently, and colleagues talk about the high starting step, its advertising to let insiders are very sigh," do not bother "and other TV program ads expensive, every 15 seconds from 7~8 million to 200,000, and step high seems to have not commissioned a professional agent to buy, that is to say, Its direct talk with the television will be higher prices. "And another well-known domestic mobile phone brand sales person bluntly said," the pace is really rich, really crazy, like driving a plane to spread money, we and they do not compare. "and advertising on the strong image of a sharp contrast, step by step high the company in the eyes of the outside world but it appears mysterious and low-key." It is said that step by step High founder Yongping Most of the time Xianyou overseas, to find him difficult, and step high as a huge enterprise, allegedly not set up public relations, so the media is often difficult to understand the company's internal information.　　Industry forecasts, conservative estimates, this year, step by step high two mobile phone brands of the total advertising costs may be more than 1 billion yuan. Earning ability: One of the first-line in domestic mobile phone in step and oppo mobile phone so advertising offensive, people want to ask is, step by step high actually have a bit of strength?　　Is there a big enough handset sales and high enough profit to support it behind a generous, aggressive advertising strategy? Reporter recently came to a large home appliance chain store Oppo, step high mobile phone counters, saw two counters separated very far, a step high salesman said: "Two have now been separated." In fact, the function is the same, oppo but expensive a two hundred or three hundred yuan, mainly they become the NBA official sponsors and so spent a lot of advertising fees, the price of natural expensive.　　"When it comes to sales, the sales said the latest in the talent show in the" Butterfly mobile phone "occupy a step-by-step high sales of about 40%, one months to sell 120 units, the reporter calculated the next, step-by-step high mobile phone in the mall's monthly sales volume of about 300 units. According to an AI media consultation "2010-2011 China Mobile phone market Development Status Research report" shows that in the GSM and CDMA market, step by step and Oppo respectively occupy 3.1% and 3.3% of the market share, and from the pure GSM market, step by step and oppo total about can win nearly 10% market share, According to the Analysys think-tank's "2010 China Mobile Phone Market Quarterly monitoring," 2010 China Mobile phone sales of about 250 million.　　By this rough estimate, step by step and oppo total sales of mobile phone about 15 million units. According to the reporter from the dealer to get the news, 4 ~ May Step by step and oppo sales is not ideal. A provincial agent told reporters that, at least from the provinces he was responsible for, the pace and oppo sales are still less than gionee mobile phones, "this in the past is not possible, any one of the domestic mobile phoneBrand sales are unlikely to exceed the pace or oppo.　　"It is reported that recently the national total shipments of Jin Li Mobile also has slipped, the original monthly can sell about 1 million units, now only 60~70 million Taiwan/month, also said step by step high and oppo current sales lower." By contrast, the peak of time, oppo one months to sell 140~150 million, under normal circumstances can also sell a 70~80 million Taiwan/month, step high and Oppo is still a domestic mobile phone in the Big Mac.　　According to the latest news, sales of June have improved after extensive advertising and promotional campaigns. Experts debate: Step by step high mode of success or failure geometry seems, step by step high in the burning of money and money are very good. And about step by step high and oppo high dozen brand operation mode, the industry has different opinions, and the conclusion is very different.　　For step by step, this is also a focus and star enterprises face the inevitable pressure, as a domestic brand, we hope that it can go all the way, but the road ahead of the obstacles.　　Affirmative Zhang: High profit support advertising fee Zhang Advisory Group chairman of the company to step by step high adhere to optimistic. In the course of an AI-media consultancy visit to handset makers, Zhang found that almost all handset makers were considering a problem at the beginning of this year, "which TV channel is the package this year?" In addition to Hunan TV, such as Guizhou, Tianjin and other satellite TV has become a popular demand.　　Similar to the high pace of the Crown Entertainment Program marketing model by the industry's general approval. Profits are several times higher than the peers, for example, a step-high music mobile phone and a seven-hi mobile phone, are used exactly the same MTK program, but seven-hi mobile phones can only sell to 500 yuan, and step by step and Oppo can sell to 1500 yuan to 2000 yuan, that is, ordinary domestic mobile phone prices 3~4 times.　　Advertising marketing launched a brand, high-quality brands to ensure the high profits of products, high profits to ensure a large number of advertising, Zhang that the operation of the high pace of the operating model is very healthy. Generally speaking, the business model of step by step is comparatively advanced at home. If the Kivus (G ' hep) is a large volume of mobile phone generation industry and commerce, "they have always wanted to step high, do their own brand, but the delay did not move." It is expected that the Kivus will enter the market directly from smartphones. Zhang said: "The transformation from primitive accumulation to brand operation is not so easy." "Market space is still huge according to the AI Media survey, the pace of the recent mobile phone sales not only did not decline, but the rapid growth momentum." "The decline of the cottage, coupled with the decline of Nokia and other first-line brands, has given greater market space to the step and Oppo." "Zhang believes that the rise of Android, Apple and so on has not yet been able to threaten the pace, according to the market research report on China's mainstream OS by the media, 2010, MTK Platform mobile phone sales of about 100 million, is iOS, Android and other mobile phone platform total shipments of about twice times, MTK mobile phone holdings are higher, up to 500 million, about 5 times times the sum of other platforms. Visible, MTK HandMachine still has enough market space, Zhang that if the step by step and oppo two brand sales superimposed, absolutely in the domestic mobile phone sales among the most. The urgent need to transform the intelligent terminal Market Unfortunately, the step by step is not as fast as possible to complete the transition to 3G and smartphones, this point Huawei, ZTE, Cool faction and so on ahead.　　Because of this, the step by step high in the telecom operators have not accounted for a sizeable share of the collection, in contrast, operators prefer the Apru value of 3G mobile phones, so as to drive its data and value-added services growth. Zhang analysis, for step by step, Apple, HTC and other manufacturers to enter, but the domestic mobile phone is a revolutionary opportunity.　　In fact, Oppo senior has said to Zhang, will be the force of intelligent terminals, is expected to have a larger action at the end of the year.　　Lingping: Follow yongping consistent style "advertisement leader" editor-in-chief Lingping said that the step by step high advertising and its founder Yongping has always been more stylish style of leadership. In fact, as early as 2000 before the two won the CCTV "Standard King", "domestic mobile phone market can not all be occupied by foreign brands?" Now it seems that the domestic mobile phone brands in addition to Lenovo, only step by step high and so bold to spend a vigorous advertising campaign, the strength is far more than the former. China's market is too big, domestic mobile phones in the absence of the spread advantage of the situation, the only way to raise high beat to quickly brand.　　"Lingping said. For the characteristics of the step-step high mobile AD, Lingping also affirmed, "you can find that different from the domestic brand shouting slogans of the marketing, step-by-step, oppo advertising style more like a Korean drama or film blockbuster style, this conceptualization of performance methods in foreign countries is very popular, advertising ideas, ideas are good. and step by step high skilled in ' products not to, advertising first ', like Oppo find smart machine is not yet sold, Leonardo did the ads have many people recently and I mentioned. Lingping said step by step high now only launched the first smart machine find, the pace is a bit late: "Like find such a slide-type of the smart machine looks thicker, previously moto, Nokia have, and now Apple mobile phones and so on to create a lightweight concept, consumer acceptance is still to be seen." "Negative Yang Qun: Sales plummeted by advertising bite war policy chief analyst Yang Qun in the mobile phone circle for many years, has successfully planned too many domestic mobile phone and brand marketing strategy. He believes that the step-by-step approach to such product positioning and marketing strategy, there are three main reasons: 1, with a return to the nature of the vision of domestic mobile phone manufacturers, mainly nothing but hype the following concepts: selling horn, step by step and Oppo as the representative, other also sell batteries, sell screen, selling appearance and so on.　　Step by step high main push is music mobile phone, mainly for more than 10 to more than 20 years old youth group, so to impress this group of people, must be combined with entertainment, actively participate in the title, engage in activities, increase brand promotion efforts. 2, Android, Apple and other big push, and grab a large market, which makes noThe smartphone product line is overwhelmed by the pace. Careful observation will find that last year, step by step high advertising is not so positive, indicating that at that time also maintained a good ability to make money.　　But this year, a serious decline in the pace of high sales, may reach nearly 50% level, in order to stabilize the dealers and channels, step by step high had to put a large advertising, stimulate dealers, and to announce the "Peace of the peace." 3, in addition to foreign manufacturers of high-end intrusion, domestic manufacturers to dig the market is also a few.　　such as Owen (Jin Li launched the music mobile phone brand), cool than other domestic mobile phone brands have launched similar positioning products, Crown TV Entertainment, almost completely copied the brand strategy of high step, but also achieved a certain success, shipments are also quite large.　　More manufacturers to launch the name "Cppo" of the Shanzhai brand, which from the low-end market hit a step high and oppo. The reason for this situation, Yang Qun that domestic mobile phones "bad habits" is the main reason. Domestic mobile phone industry has been a "fake, big, empty" bad atmosphere, design by MTK (MediaTek launched the package of mobile phone design solutions) and design company to deal with, after sale by the distributor responsible for the factory directly leased on the line, so "trophies" to operate the brand and products,　　At the peak, there have been more than 400 mobile phone brands in China, which is hard to succeed in today's smartphone environment. In terms of step by step, the company's strategy has always been solid, early learning machine and DVD and so make a lot of money, can be said to be a solid, a large number of advertising in spite of a serious decline in sales, but its own strength is worth affirming. In production, step by step High has its own factory, but the design is still mainly rely on the design company, in addition to music and out of the functions of some of the above, other breakthroughs are not big.　　From the current situation, step by step into the smartphone market gradually become inevitable, this is to reverse the begotten. Zhiyuan: "Step by step high 80% publicity fee is wasteful." "Zhiyuan, an expert on music marketing, Eric Consultant, throws out a stark view:" A 80% promotion fee is wasted. "For this extreme point of view, Zhiyuan to the IT Times reporter explained that he thinks that step by step high, oppo through high hit advertising to make people hear music, see ads associated with mobile phones, but not to a higher level, that is, consumers word-of-mouth viral marketing," completely through high-altitude bombing expensive, But viral marketing is relatively low-cost, through a large number of interpersonal communication effects can be doubled, like the iphone do not play any advertising, basically through the consumer Word-of-mouth spread, has played a huge influence. "He also believes that the step-by-step high with Oppo's dual-brand operation, in imitation of the first line of mature brand advertising bombing at the same time, but ignored the advertising connotation:" Step by step high is the hope that the oppo packaging into a Korean, with international quality of the brand, but it and backgammon mobile phone is playing ' music ' this card, it is difficult to distinguish. Oppo may also realize that the ' music ' direction is too narrow and try to combine sports elements, but the effectSo so. "At the product level, Zhiyuan says, I used to step high, Sony Ericsson, Nokia and other music concept of mobile phones, the feeling of a step higher music effect than the two, and now Sony Ericsson, Nokia's music handset market is shrinking," music phone "this concept in the iphone and other smart machines appear too narrow.