Millet, Huawei, ZTE Mobile phone marketing War: Make sales or make profits

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Guide: A succession of marketing activities, so that these mobile phone manufacturers earn enough eyeballs, but also harvested a concentrated outbreak of sales.

The last two months should be the busiest time for domestic handset makers: ZTE pulled the Beijing-east, the cat, the hands of several electric giants, the internet's style, to release three consecutive 4G mobile phone new products, Huawei's Glory brand, intentionally or unintentionally to choose the rice Noodle Festival with millet collision, on the same day to engage in online sales carnival activities; Good at playing the price of TCL, cool pie, just enter the 4G mobile phone new prices pulled below the thousand yuan, ushered in a sigh but also won a lot of eyeballs.

A succession of marketing activities, so that these mobile phone manufacturers earn enough eyeballs, but also harvested a concentrated outbreak of sales. All said that their annual smartphone sales will be more than 60 million ZTE, Huawei, Cool faction, Lenovo, TCL, Millet, who will be the first hit line is difficult to conclude, after the sale can be resolved long "small profit" problem?

Marketing Carnival

Mobile phone circle in the most lively marketing activities, than millet rice noodles Festival. April 8 10 o'clock in the morning, Rice Noodle Festival as scheduled opening, but unlike in the past, this year's Rice Noodle Festival has no online press conference, replaced by the millet company was founded four years since the largest electric sales activities.

Millet said, this year's rice Noodle Festival, millet, including millet 2S, millet 3, red rice, red meter note, including 1 million units of millet mobile phone open to buy, at the same time, accessories products 50 percent sales. In addition, millet company also provides a value of 50 million Yuan merchandise discount coupons, 10 million yuan and 60 million yuan discount, a total of 120 million yuan.

Data from the millet company showed that the Rice noodle Festival opening 20 minutes, the order amount broke through 100 million yuan, 500,000 millet mobile phone in 15 minutes sold out. 8 hours later, the sale of mobile phones broke through 1 million units, 12 hours later, mobile phone sales reached 1.3 million units, plus accessories sales reached 1.5 billion yuan.

If Millet disclosed the data is true, then according to this rhythm, millet mobile phone sales target can be easily completed throughout the year. Millet company Chairman Lei recently disclosed that the first quarter of this year's mobile phone shipments to 11 million units, the annual shipments are expected to reach 500.06 billion units, the target sales (including accessories) is expected to reach 80 billion yuan.

On the same day of the Rice festival, Huawei's glorious brand also launched a massive "glorious carnival".

Before the praise of the great, a machine difficult to ask the glory of 3C, in the day of Glory Carnival can be "open sales." The glorious aspect says, Glory 3X, Glory 3 C, glorious X1, glorious free play version, Huawei Secret box, Huawei Meow Wang these six hot products, in the day's glorious Carnival open sale, all products need not make an appointment to buy. At the same time, its accessories products are not limited to buy 40 percent.

From the glory of the data shows that on April 8 10:08 Glory Carnival 1 hours after the launch, the Glory products in the six platforms (days of Cats, Jingdong, Xun, a shop, Suning easy to buy, Huawei Mall) orders on more than 300 million yuan. Within 12 hours, 1.08 million prestige handsets were sold out, with sales (including accessories) exceeding 200 million dollars (yes, they were not published in renminbi).

Whether Millet and glory really can sell millions of mobile phones in a day remains to be Kauzheng. But to be sure, rice noodles energy-saving for millet is very hot sales bring a climax, but also attract countless eyeballs, this is the traditional way of advertising difficult to achieve the effect.

The glorious study is also this set-choose a good day, careful planning, a similar rice noodle festival such as online carnival sales activities, media attention, the news overwhelming. In this way, the past spent on advertising, channel costs can be cut off a large part of the internet in a circle often said the word is: money spent on channels, rather than let consumers.

Make sales or make a profit

Earn eyeballs and sales, these handset manufacturer's profit can also be a step? Small profits but quick turnover, through the scale of sales to ease the cost of pressure, the company has been in the "high sales, low profit" status of mobile phone manufacturers, in the end is not a long-term solution?

Lei has not disclosed that this year 80 billion yuan sales target will produce how much profit, but he revealed that through large-scale sales and accessories derived income, millet company to obtain normal commercial profits is no problem.

In the eyes of many handset manufacturers, the problem of high sales and low profits is hard to find an effective solution. ZTE Executive vice president, Terminal Company CEO Zeng Xuzhong that, in order to achieve a certain size of sales, domestic handset manufacturers must solve the issue of Brand premium, but at this stage still need to be used for large-scale, small profits but quick turnover to obtain some profit.

"Every interview, reporters are always asked us this year's mobile phone sales target, this problem can not be avoided, but the chairman has repeatedly remind us, ZTE Mobile phone now most need to conquer is the brand problem, and how to improve profitability." Zeng Xuzhong said, ZTE Mobile phone this year's sales target is also 60 million units, but the brand reputation of the promotion of more important, brand is not only the key to product-insured capacity, but also to ensure that sales continue to climb the key.

In fact, the brand influence of domestic branded handsets has soared in comparison with the past few years, and is directly in the rankings of global sales – at least 5 of the TOP10 in the global smartphone maker's sales share are from China. But there is another reality that cannot be overlooked: No matter how high the configuration, the experience of a good mobile phone, China's mobile phone manufacturers are not confident to set prices, in addition to a handful of handsets sold to tyrants, in order to ensure sales, most flagship smartphone prices are often within 2000 yuan, or even in the thousand Yuan.

However, Wang Lisong, senior vice president of Jingdong, has different views. "To establish a brand does not necessarily have to use high-priced products, the general public in the Chinese market is the largest customer market, so the thousand-yuan machine market is the most popular." "Wang Lisong that these consumers use the value of products, the general will buy the experience to share with their friends around, and this brand precipitation is imperceptible process."

Zeng Xuzhong said, ZTE this year with the electric business giant sales of mobile phone products, have been the lowest price, online sales of the biggest advantage is to omit the traditional channels of profits, manufacturers can directly let consumers, so that consumers feel the value of products. "Through good products, the value of the price, the brand set up, the future will be a brand premium capacity, with the promotion of brand influence, profits will be improved." "Zeng Xuzhong said.

Marketing is the core of external product

In Wang Lisong view, some domestic handset manufacturer's product already done very well. "Do you know why Huawei and ZTE's phones suddenly burst into flames this year? The key is not what you think of marketing, but the product itself, they have made several very good mobile phones, in the market has been some word-of-mouth. Wang Lisong said, "I am using a Huawei mobile phone, whether it is work or experience is good." ”

Wang Lisong recalls that ten years ago in 2004 is the most beautiful domestic mobile phone brand time, but soon after the foreign mobile phone brand beyond, a group of domestic brand mobile phones down, and then disappeared. He believes that the root cause of the fall of the domestic brands of mobile phones is the lack of internal strength, and now rising to Huawei, ZTE as the representative of domestic mobile phone brands, have a strong technical strength, the annual research and development investment, product testing links are very strict, this is a new wave of domestic mobile phone brand more and more powerful key factors.

"Dare to put on the internet sales of mobile phones, most of them are good mobile phones, because the internet is a magnifying glass, the product is a little bad, will be scolded by users, it will be difficult to sell." Not only that, on the internet to sell mobile phones, prices have been low to the extreme, there is no retreat, there is no online channel that ' bad sell on the price ' opportunity. Wang Lisong For example, Beijing-east and ZTE's latest cooperation in the sale of V5 mobile phones, is a "used materials to achieve the ultimate, prices have done the ultimate" products.

Wang Lisong refers to the "V5" cell phone, ZTE is the first half of this year in the electric platform sales of three flagship products, has the market mainstream flagship mobile phone hardware configuration and ZTE unique some of the operating experience (such as the so-called "mobile phone in the SLR machine" photo experience), but the price is low to 799.9 yuan. The previous release of the Cat on the day of the sale of the "secret" is also "5,000 yuan quality, 1699 yuan price."

It is understood that the latest release of this ZTE V5 mobile phone, will be first in the east of the sales, the initial stock of more than million units, two months later this phone will also be online under the channel sales, is expected in all channels of sales will reach 10 million units.

"Any handset manufacturer will not easily give up the carrier sales channel, in order to survive must use the operator's resources, but the electric business platform can establish the brand for handset manufacturer, builds the reputation, the promotion market share." "Wang Lisong said," especially the new brand, access to the offline channel sales is very difficult, and the Internet is the lowest cost, the most efficient way to sell, is a better choice for manufacturers. ”