Talking about: The marketing way of the hammer mobile phone

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Overnight, the Internet is full of information about hammer phones. The homepage of the video website is Lao Luo's speech video, the micro-blog is about the hammer handset's vomit bad and the reviled as well as the praise, since the media website has launched the debate about the hammer handset. Mr Lo's thunder has even overshadowed the Asian-level political conference.

Marketing has been thought to be premeditated, but it seems that the hammer phone does not have such a preset, and the marketing effect is expected.

After watching the hammer phone new product launch video, found as the leader of the mobile phone development-Lao Luo, straight in the emphasis on the "uncompromising", for the application of the design of the uncompromising, the choice of process materials, not compromise, even for the reviled uncompromising. But, in my opinion, the biggest uncompromising object of Lao Luo is marketing.

Inactive Marketing

Marketing a system concept, its inclusion of a lot of problems, including prices, brands, channels, advertising, after-sale and so on, but throughout the whole review of the Hammer phone marketing overall, in marketing, hammer phone almost can be said to be "nothing." In terms of price, first of all, regardless of the price, the marketing strategy for pricing products is: The price should be at the boundary of the whole number, such as 799 of red rice, such as millet 1499, and a lot of mobile phones in 999 or 1999 and so on. But the hammer phone is 3000 or 3150. There is no trace of deliberate. From the brand, said the old Luo in the press conference also did not have too much explanation for the brand, of course, this and hammer phone category single also have reason. From the channel to see, hammer Phone no millet snapping, there is no second kill and other gimmicks, these marketing tools can be to attract popular hundred test bad idea. From the ads, hammer phones do not even have a systematic advertising program, including media advertising and so on. To be sure, to become a mass-market consumer goods, comprehensive advertising is not the way. No, none. Even more do not say Hammer Technology official website, three columns, a picture, simple can not be simple. From the marketing point of view, Hammer technology is a completely do not understand marketing, living in their own world of technology curtilage.

The effect of the Avenue

Marketing ultimately to produce the effect is nothing more than two: brand recognition and sales increase. Both of these hammer phones have done it. and effortlessly. Some have attributed it to the fan economy, even comparing it to some of the stars that once sold mobile phones. But, the star who sells the custom handset, can tell the origin of the handset hardware and software design? The fan buys the star's handset, is nothing but dog. But old Luo and hammer mobile phone, it is a kind of water dissolves the relation that blends, can say, be all the same. At present, there are few marketing cases similar to this. Jobs counted one, Lei counted one, the author thought that old Luo calculates one, even above lei. Of course there are fans, too, but Lao Luo's fans hammer the phone. This kind of product and people worship fans, its strength is strong, of course, its marketing effect will be beyond our imagination.

The trend of science and technology marketing

From the marketing of the hammer phone, we can find the change of the technology product in the marketing way, the author sees three kinds of trends of the science and technology product marketing at present.

First, the reduction of the marketing cost of science and technology products. Lenovo from the start-up to the realization of tens of billions of revenue in 20 years, Baidu to achieve tens of billions of dollars spent 12 years, and millet to achieve tens of billions of income spent 2 years. Among these, I believe that there is a reduction in the role of marketing costs. Can you think about the current marketing effect of a hammer through a good press conference? To achieve such a marketing effect, in other enterprises, may need to invest millions of yuan of the cost.

Second, the change of the focus of technology product marketing. To say Lenovo, the focus of marketing must be brand building. Under this strategy, planners look for product selling points, looking for potential consumers, advertising planning and delivery, and so on. But often ignore the introduction of the product, I said is the product core introduction. What do you think of this product? What do you do with those crafts? Why choose these crafts? Who's doing this? These things, in the technology industry, are either considered commercial secrets or are overlooked in marketing planning. But consumers are interested in precisely these things. The old man told these one by one things out, may not we imagined so new, some even others chew the bun. But for the first time, someone will tell them in detail. I want to say is: the future of science and technology product marketing is an important link, is the production process display. Not only the technology industry, other industry marketing has this trend, for example, Yili invited the public to visit the factory, not only for food safety education, but also adapt to this marketing changes.

Third, the marketing cycle is stretched. Hammer phone, from the appearance of this name, to the appearance of the product, to the consumer to get the goods, to spread across the country, to Hammer 2 debut, this cycle can be up to several years. At least for nearly 2 years now, we have just come to the "see the beauty of the face" step. We have always thought that with the rapid and convenient transmission of information, the marketing cycle of a product is actually shrinking. But technology products seem to run counter to this expectation. Of course, this too long cycle, advantages and disadvantages, the favorable aspect is to be able to rally enough marketing energy, the disadvantage is likely to be peer beyond, which needs to have enough confidence in their products, such as hammer phone and 4G slow half beat. There are reasons for the long marketing cycle.

In short, the marketing of science and technology products, is gradually changing the marketing textbook part of the theorem and principles, we need to see while walking.

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