How does LED fluorescent lamp learn the marketing strategy of Xiaomi mobile phone
Analysis of the marketing strategy of Xiaomi mobile phone
2.1 Product Strategy
Concept marketing is to convey these preparations to the consumer's brand culture, through conceptual transformation and conceptual dissemination, to achieve the purpose of making consumers aware of and purchasing products. Concept marketing is a lever that can quickly activate consumer awareness, release consumer desires, and make products popular in the market in just a few months.
1) Targeted at audiophile mobile phones, the core selling point is actually high-end configuration and integration of software and hardware. This positioning is a "pseudo" positioning. The first batch of users of Xiaomi mobile phones should have two mobile phones, one expensive and the other cheap. Xiaomi replaced the cheap mobile phone. Xiaomi is positioned to have a fever and complicates a simple product of mobile phones, which will discourage some users. In the early stage, Xiaomi relied on enthusiasts to drive it, but enthusiasts did not mean it was an enthusiast mobile phone.
2) The product development adopts the "fever" user participation model. Of course, this can also be understood as a hype and pre-heating gimmick, but it is indeed a brand new product form. The core of this problem is that Xiaomi wants to please users through this "mobile phone 2.0" approach.
3) The hardware configuration is the most eye-catching place for Xiaomi mobile phones. As the strongest dual-core Android phone made in China and even in the world, Xiaomi mobile phones have once again refreshed the hardware height in our minds. The Xiaomi mobile phone uses a Qualcomm MSM8260 1.5GHz dual-core processor, which is similar to the HTC G14 CPU, but with a higher frequency. The memory is 1GB RAM and 4GB ROM, which fully meets the needs of the application. In addition, the screen uses Sharp's 4-inch screen, the material is estimated to be ASV, and the resolution is 16:9 854x480, which is FWVGA. The screen adopts a semi-transparent and semi-reflective structure, so it can be seen clearly under the sun. The camera is 8 million pixels.
4) Packaging. Particularly load-bearing and anti-falling, this is also a way for Xiaomi to highlight the quality of its products.
2.2 Pricing strategy
The price of Xiaomi mobile phone products is one of the main factors affecting market demand and purchasing behavior, and it is directly related to the income of the enterprise. Proper application of product price strategy will promote product sales, increase market share, and increase the competitiveness of enterprises. On the contrary, it will restrict the survival and development of Xiaomi mobile phones.
The price of 1999 yuan is very lethal to this high-end mobile phone. From the cost point of view, this price should have no room for further price reduction, and will not consider selling at a price reduction. Xiaomi has strong enough confidence in its products and market analysis, and their decision-making should be based on it.
2.3 Promotion strategy
The pre-heating is long enough to be appetizing, which is also based on Apple's habit of routine, but also based on the halo effect in the industry. This is not something that every company can follow. As for the means of dissemination, in the two weeks from the 16th to the present, Xiaomi mobile phones can be said to be "like a thunderous" on the Internet! News, reviews, teardowns, etc. about Xiaomi mobile phones are reported one after another.
1) High-profile release. The founder of Xiaomi mobile phone, Lei Jun, relied on his own reputation and appeal and claimed to be a super fan of Jobs. A Xiaomi mobile phone conference that resembled Apple was held on August 16 in Beijing, China. Xiaomi is the first company to release domestic mobile phones in this way! It is undeniable that this high-profile publicity conference for Xiaomi mobile phones has attracted the attention of the media and mobile phone enthusiasts.
2) It is the first case in the city that a construction machine was first launched. The official version of the Xiaomi mobile phone has not yet been released, and it is indeed the first to sell the engineering commemorative version in the form of a spike. , For three days from August 29 to August 31, 200 units per day are limited to 600 units, which is 300 yuan cheaper than the official version of the mobile phone. As soon as this news came out, the news of searching for how to buy Xiaomi mobile phones spread across the Internet instantly. Moreover, it is necessary to reach 100 points or more in the Xiaomi forum before August 16 to be eligible to participate in the spike activity. It is sold to enthusiasts who have already paid attention to Xiaomi phones before, and the customer accuracy rate is very high. The rule of Xiaomi mobile phones has made more people full of curiosity about Xiaomi phones, and more and more people want to buy one. Owning a Xiaomi phone is like a status symbol!
3) Create a topic of media hype. The rumors that Xiaomi’s mobile phones were stolen have always appeared, and Xiaomi has not officially clarified or refuted such rumors. This caused a war of words between Mi Fan and Meizu supporters. This way, Xiaomi appeared in the sight of netizens and gave The Mi mobile phone is cast with a layer of "mystery"!
4) The news is half-covered and half-exposed, making people guess. The seckill of the Xiaomi mobile phone engineering machine came to an end, and the fans who were not eligible to participate in the event were suffocated and waiting for the reservation on September 5th. Rumors have begun that the official version of the Xiaomi mobile phone is scheduled to be limited to 10,000 units, and there is no qualification limit. Then it is rumored that the rice noodles that require 500 points on September 5 are eligible to book. The people who brushed up the rice in the Xiaomi forum all had a quarrel. The marketing strategy of Xiaomi mobile phones is also very similar to Apple’s public relations. Apple’s new product launch is also painstaking. The news is always half and half exposed, let the media follow, let the fruit fans follow, and then release new products under the attention of everyone. . Moreover, after the release of new products, there will always be insufficient supply, which makes consumers unable to buy them.
2.4 Channel Strategy
From the perspective of the evolution of mobile marketing channels, with the advancement and renewal of product technology, the process of the product life cycle from the introduction period to the growth period to the mature period has also brought about changes in marketing channels. At present, Xiaomi is still a newcomer. I believe it is very difficult to negotiate channels and operators. It is not so fast to reach a cooperation. Both of them have to wait and see the actual sales status of Xiaomi. The online sales method saves the subsequent market and channel costs, which is very fashionable, which can add points. Logistics and inventory are supported by Vancl. For Xiaomi, this is certainly cost-saving.
