Hammer Grey joke: fan marketing actually has a soft spot

Fan marketing, at best, is only a necessary condition for the rapid rise of emerging brands, sustained technological innovation ability to support the necessary and sufficient conditions.

Luo humanistic feelings, finally resist the market "ruthless"-October 27 morning, Hammer Technology announced, will be on October 30 10:00, Smartisan T1 mobile phone price adjustment, after adjustment, Smartisan T1 3G 16GB Memory price of 1980 yuan, 3G version 32GB memory price of 2080 yuan, 4G version 32GB memory price of 2480 yuan.

Although Hammer technology also promises to buy users after October 18, vouchers can compensate for the loss, but for the Luo, which has been advertised as a humanistic sentiment, the hammer phone, which has been put on the market for only 3 months, has been slashed by as much as 30%, a grey joke in the fiercely competitive smartphone marketplace.

This gray joke, for the Luo has been advocating humanistic feelings, is undoubtedly full of sadness. However, to always follow the market law of cost-effective, to some extent, can be seen as inevitable phenomenon. And for the rise of mobile internet, the current endless fan marketing, but also provides a necessary reflection and questioned.

Focus on the feelings of the mobile phone called the hammer phone, its listing just 3 months on the tragic accident. In this respect, we should not be a priori to identify Luo "not steadfast", but, it is undeniable that the combination of Luo in the hammer before and after the phone listing of high-profile words and deeds, it should be said that Luo on its star effect may be driven by the fan marketing, was too confident.

In the Internet, especially in the mobile internet era, it is normal for VW stars to quickly strengthen the brand attributes of their products, and ultimately to drive their end sales, through fan marketing, a demise of jobs.

However, like other forms of marketing, fan marketing also needs to follow its objective rules. First of all, the transformation of the star effect of the fan marketing, the need for a certain degree of matching, jobs is the inventor of the contemporary personal computer, since the age of 21 years before his death, has been the world's leading innovation in the Internet field, so its star effect on Apple's ipod and iphone system, is a strong field match. While Luo in the domestic although also belong to the star personage, but it has been the well-known English training lecturer, although its eloquence is first-rate, but, this kind of star effect and its founder Hammer handset, but is not has the domain match sex, is the relative fault. What's more, Luo's star effect is obviously much less than Mr Jobs's.

Second, the need for innovative ability to support the marketing, whether compared to Steve Jobs in 1997 when the company, or compared to the Lei 2010, the founder of the company's professional quality, and the company's strength, are far from the Luo of the hammer technology comparable. This is not to say that a small company founded by a non professional is not likely to rise later, but rather that the best window of the smartphone arena has passed, and the latter's probability of success is rather low.

In fact, the so-called fan marketing, at best, is only a necessary condition for the rapid rise of emerging brands, but not sufficient and necessary conditions, sustained technological innovation ability to support is sufficient and necessary.

Hammer the beginning of the mobile phone, to the present still obsessed with fans of the marketing of many Masters warning: Fan marketing can have, but can not be overly dependent on this, but not to the name of the fan marketing, the real market.