OPPO executive response AD spread Money said: Have accurate positioning not crazy input

Sina Science and technology news, June 22, a "step high mobile phone advertising fee or more than 1 billion was accused of flying the plane to spread the money" news sparked the industry's discussion, facing people to step by step high and Oppo advertising marketing mode of questioning, Oppo mobile phone deputy general manager Wu said Oppo in the brand propaganda positioning is accurate,　　Oppo phone itself quality is also strong, rely on these aspects to fight the market, not regardless of the spread of money. Product ads have accurate positioning not crazy input There are reports that the overall advertising costs of the two mobile phone brands that have stepped up this year may be over 1 billion yuan. The media is questioning: "The step by step high near the madness of advertising, is the galloping, or dangerous?" "In the face of the media questioning, Wu on Weibo:" From the day of the birth of Oppo, there are countless people waiting to see our jokes, predicting that we will not live three years, I am sorry to disappoint you, we not only survived, but also will continue to trot forward. " Now there are people who are starting to suspect that we are crazy, and what I want to say is that if our patterns and practices are as easy to understand as those people think, we won't get to today!　　"There are a lot of people do not understand step by step high and oppo so crazy" hit money "marketing way, how much is the price? Shenyin, the editor-in-chief of the "Entrepreneur" magazine, also asked questions on Weibo: what should we learn from OPPO? It used to be one of the businesses I wanted to visit when I was an entrepreneur. Its DVD player sells very well in North America, and it captures the best variety show in the country (remember it was the CCTV standard), catching young people with entertainment and sports marketing.　　Marketing and the Chinese enterprises to make a lot of it, marketing and products do the same good see more? Wu said, "We do things very low-key, but the brand publicity has taken a very high-profile way." "OPPO from entering the mobile phone industry, began to launch the OPPO real brand, and then launched OPPO Ulike, has been facing the likes of fashion, free young people.　　In such a product positioning, locked local TV ace variety show, Wu do not think Oppo advertising is "crazy", but in advance has a planning and precision brand positioning. He responded in Weibo, "choose where to put the ads, mainly to see whether the content of the program and our brand positioning is similar to the audience, and whether we are targeting the target consumer groups coincide, and not only to see the ratings indicators, whether CCTV or local TV."　　"Three years into the mobile phone market, Oppo is also expanding its product line and user population. Wu said, "We do not expect to use a brand, an advertisement to impress everyone, this is unrealistic."　　So we launched the Oppo under the three-brand, the main campus users of the Oppo real, the main white-collar women's oppo ulike, the main young men oppo find ". According to his explanation, if you understand opp from the perspective of brand positioningO's advertising has become reasonable, but people also worry, oppo advertising artistic beauty But the product is flashy? "If the product itself does not do solid, and crazy to hit ads, the more publicity on the death of the faster, this is a brain residue behavior." "Wu said," the product is a prerequisite, we want users to use our products, have a good user experience, and then create user stickiness, we use product reliability and quality stability to win. "It is fair to say that Wu is not empty."　　It is understood that in the large mobile phone stores, in all mobile phone brands, Oppo mobile phones and repair is very low. Wu is also very demanding on products. An insider told a Wu story, a media person in Beijing to oppo upcoming new products to Wu said his comments and suggestions.　　To this end, Wu quickly flew to Beijing, and the media people chatted for an afternoon, and then go back to improve the product. "Compared with other domestic brands, we do not cooperate with the design company, because the design companies are task-oriented, as long as they designed products as long as the national certification standards feel all right, and we hope that the external design to the most beautiful, the process must be the best level, so we in research and development, The process requirements are very high.　　"Wu said.　　Oppo where to go in the future?　　Citing the "2010-2011 China Mobile phone market Development Report" data statistics, in the 2G mobile phone market, step by step high and Oppo respectively occupy 3.1% and 3.3% of the market share, in the 2G GSM market, step by step and Oppo Total won nearly 10% market share. This achievement in domestic mobile phone inside is worth gratified.　　But Oppo is not without worries, the worry is not only from high advertising investment, but also from the impact of smartphones. Data from IDC showed that global smartphone shipments amounted to 302.6 million in 2010, up 74.4% from the previous year.　　IDC predicts that the global smartphone market will grow by 55% in 2011, with shipments expected to grow from 305 million last year to 472 million, to grow again by the end of 2015 to 982 million.　　In the mobile phone market, where smartphones are starting to dominate, the speed at which Oppo smartphones is slow.　　Oppo currently has only launched a smartphone oppo X903, which employs the Android operating system.　　In contrast, in the Android operating system camp, Motorola, HTC and other manufacturers are in the implementation of smartphone "machine sea tactics", almost every month has 1-2 new products released, the annual launch of new products in more than 20. In addition to the competition between smart phones, and cool, ZTE, Huawei, such as domestic mobile phones and operators close cooperation, OPPO sales channels are mainly social channels, rather than and operators to customize the collection.　　It seems to be a lot thinner. But there is also news that Oppo is also considering cooperation with operators, will and aHome operators to push the tablet computer together. (Zong)