Mobile phone War: All engage in fan marketing who is more than a chip

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Han Kim Soo. (Information picture) Han Min. (Information picture)

-Information Times journalist Pan Jingwen Liu

On the one hand is the Korean brand actively entered, on the other hand is the domestic brand urgent to go out. August 8, the Chinese market for a period of time LG mobile phone comeback, and Beijing-east cooperation, will be in the overseas market quite popular LG G3 into the mainland. Korean brand mobile phones compete in China at the same time, including Millet, a plus and other domestic brands began large-scale sea, to occupy different cultures of overseas markets. It is worth pondering that, with the use of internet marketing and fan economy, the Korean electronic products brand relies on Han and its microblog and fans to open the Chinese market, and domestic brands pry open overseas markets are mainly used in the domestic has been a good training of social media technology.

Korean brand: With the help of star fans and Weibo

Although the launch of LG G3 Mobile phone is still a long time to start, but a large number of female fans have already surrounded the venue packed, any media need to go through even the signature pen is not allowed to carry strict security, to enter the venue. Because of the spokesperson of LG Electronics, South Korean famous actor Min will appear at the conference scene.

Once in the functional machine era to "chocolate" and other products have been successful LG Electronics, although its products have been selling in North America, but in the Chinese market has been a stagnant state of development. In order to pry open the Chinese market, LG Electronics announced jointly with Jingdong Mall in August 11 officially began LG G3 flagship sales. To ensure sufficient influence, LG Electronics invited spokesperson Min to attend the conference. This led to the launch of the day, Weibo was min fans "brush screen." According to the reporter understands, the current micro-blog Min fans have more than 23 million.

Another popular Han Kim Soo also endorsed Samsung's flagship Galaxy S5. With the "You from the Stars" a shot and red Kim Soo currently has 7.5 million fans on Weibo.

Domestic brands: propaganda by the technology community

Compared with the Korean brands that like to take the star route, the most recent Chinese brands that are keen to go to sea are mainly "technical routes", using the mature Internet marketing methods to go overseas marketing.

"Internet marketing has one of the biggest benefits, is that it can be globalized, but also can break the time, space constraints." "August 14, Liu, founder of the overseas market, said to the information Times reporter, after eight months of efforts, a plus overseas community, has covered 16 countries, nearly 200,000 registered users." According to him, a plus of the Google search index has been from the beginning of the "Basic No" to "straight-line inflation." As for how to do internet marketing overseas? Liu said that at present, a large number of employees overseas, "the reason why we need the staff of various countries, we consider to explore different countries in different markets, may meet cultural differences and cultural barriers", Liu that Use their own language and communication methods to promote the Chinese brand can do more than twice. "We use a variety of social media to advertise on the Internet, which is the best way for startups to take advantage of it." ”

and well-known millet through the global development of MIUI (ROM) community to explore the way to develop fans, and give priority to open up a large number of Chinese market, but also achieved good results.

Crosstalk actor Wang Zijian to make a cell phone

Recently, Wang Zijian, a crosstalk actor with 1.2 million Twitter followers, has announced a move to the mobile phone industry, saying there has been substantial progress, "Please wait for summer next year!" Faced with a barrage of skepticism, Wang Zijian in a August 10 tweet that "everyone should have their own dreams and achieve them when possible." Is that a mistake? What makes you think I'm here to consume fans? " My phone out if it is a OEM amateurs to the domestic machine smear machine, I do a Jin. Instead, what do you say?

Reporter observation

What kind of fan marketing is better?

Many Han currently in China with very high visibility, the use of Han endorsement, can make the product instantly increase visibility. And Han have a huge fan base, and these hardcore fans are happy to pay for idols and become potential customers. For LG, Samsung such Korean brands and Han also have a natural fit degree, it is easy to let users see a Korean star directly think of a Korean brand, and idol drama implantation is a marketing tool.

However, Han endorsement accident is also a lot of problems. For example, Han's performance life cycle is very short, now the Han is likely to disappear after a few years. So Han mostly endorse a lot of products at the same time. For example, Kim Soo not only endorsement of Samsung mobile phones, Sogou, and even endorsement of mineral water. It is easy to dilute the impression of endorsement.

As for the technical line of "fan marketing", the advantage is to directly inform the advantages of vermicelli products, enhance the interaction of fans, can timely the idea of the fans into product features, solve the problem of fans. But for Chinese companies, there is no doubt that the ability of overseas consumers to truly become fans of Chinese products is a difficult task in a world where there is a general lack of knowledge about Chinese technology. This really needs to be very "do not" to develop quality products. In addition, the patent issue is a stumbling block, especially for the two markets, North America and Western Europe, which require a relatively strict patent.