Recently, Digitimes Research, a Taiwanese data analysis agency, released a forecast report on the global smartphone market in 2017. The report pointed out that the growth rate of the Chinese market in 2017 is significant, of which Jin Li, OPPO, vivo and will occupy the top three growth rates with a growth rate higher than 17%.
With the increasingly fierce competition in the mobile phone market, it is difficult to attract users with a single complaint about product configuration. Behind the high growth rate forecast of 17%, mobile phone manufacturers represented by Jinli, OPPO and vivo are completing new market breakthroughs. Among them, Jin Li's series of marketing performances in 2016 became the focus of attention. It combines the advantages of variety, star, and offline resources to rapidly increase the brand's influence.
Domestic brands are growing rapidly Jinli’s domestic brands have increased in 2017
According to the forecast of DigiTimes Research, global smart phone shipments in 2016 will increase by 7.2% year-on-year to 1.42 billion units; in 2017, it will exceed 1.52 billion units, with an annual growth rate of 7%. It is reported that among the top 20 brands in shipments in 2017, Jin Li, Huawei, OPPO, and vivo accounted for more than 10% of the growth rate. Among them, the growth rate of Jinli is expected to reach 17.1%.
As a heavyweight of the 2016 Jin M-series, the Jin Li M6/M6 Plus not only has the same super-endurance as ever, but also more innovative built-in security encryption chip, the data stored in the chip to protect the personal data from the hardware level, while Also equipped with a private space 2.0, green calls, pseudo-base station information shielding and other features of the security features, hardware and software, a two-pronged approach for mobile phone information security check. With excellent product quality, Jinli M6/M6 Plus is more in line with user needs, and also accelerates Jinli’s further acquisition of high-end market share.
Currently, Jinli’s sales volume is maintained at 1.5 million units per month, and it reached 1.91 million units in August alone, which is a significant increase. In the first eight months of 2016, it continued to occupy the fourth place in offline domestic mobile phone shipments, ranking the top three in terms of growth rate.
Multi-channel joint force cross-border marketing results
With the mobile phone market entering the post-smartphone era, the traditional way to fight allocation and fight prices no longer applies to current consumers, relying on cross-border marketing of high-altitude “bombing†to conduct propaganda and stereoscopic marketing, and then “offline forces†for offline stores. To take up the influence created, is becoming the only way for many mobile phone brands.
In brand cross-border marketing, it sponsored variety shows, featured popular TV dramas, invited spokespersons to display product images, opened entertainment and sports circles, promoted brands in various forms, and became the mainstream. “Jinhua OV†was enjoying the four games. There is a set of cross-border marketing. Among them, Jin Li is different from other brands with small fresh meat as the main endorsement, its brand not only covers the fashion crowd, but also covers the business crowd.
Previously, when the Jinli M6/M6 Plus was released, the big movie “Mobile Phone Core War†was released on the same day with the big director Feng Xiaogang and fashion star Shawn Yue. Feng Xiaogang as a well-known domestic director, can be described as a mature business men's representative, and Jin Li's new political and business temperament fit; and Yu Wenle's light temperament and style of male style, has long been an important representative of the fashion industry, a perfect interpretation of the new machine Jinli fashion breath. The two spokespersons highlighted the fashionable business qualities of the G6/M6 Plus from different perspectives.
In addition, Jin Li also sponsored Beijing Satellite TV’s “Inter-Kingdom Song King†and Dragon TV’s comedy talent show “Swordsman†and named it exclusively as Zhejiang TV’s popular variety show “True Voiceâ€. Not long ago, Jiangsu Satellite TV just launched “We There is also Jin Li's figure in the battle. In addition, Jin Li M6 also recently named the recent Oriental TV comedy variety column "Tonight's Paramount." The above programs include lifestyle, music, reality show, and even drama programs. With the attention of major programs continues to rise, Jinli M6's brand awareness has also been rapidly improved, becoming the market winner in the field of entertainment marketing.
As for offline marketing, as a “ground force†that has a marketing influence on the line, Jinli has created a professional offline sales channel nationwide. At present, China has opened up more than 100,000 cooperative outlets, more than 70,000 special zones, and more than 300,000 counters. In the peak sales period of the 11th Golden Week this year, Jinli offline channel cooperates with many road shows, which strongly attracts users to experience and purchase. . Not only that, but most of the national high-speed rail lines are also covered with Jinli advertising, covering 23 provinces and cities where high-speed rails have been opened nationwide, and nearly 300 high-speed rail cars have been put into service. A series of offline coverage will spread the influence of Jin Li and Jin Li M6.
In the past year, domestic brands with “Jinhua OV†represented a strong trend of growth. Domestic brands, such as Jinli, OPPO, and vivo, which are actively carrying out brand upgrades and cross-border marketing, have undoubtedly ushered in better development opportunities. , and Jin Li's combination of marketing is more worthy of reference.
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