I have to admit that now is an era of "the fragrance of wine is also afraid of the depth of the alley".

Good products are silent, and it is not uncommon for bad money to drive out good money.

Of course, focusing on products is still the most important thing, but if you can't market, or even don't pay attention to marketing from the beginning, then you will most likely encounter the risk that good products will be ignored, which will be a huge loss to users and enterprises.

Therefore, marketing has become a compulsory course for every enterprise. If you find a marketing method that suits you, there will be different situations.

Today, knife elder brother focuses on the marketing operation of OPPO. In knife elder brother's view, it is worth learning from many enterprises.

On the surface, OPPO's marketing is nothing more than entertainment means such as stars and variety shows. In fact, what it is really doing is to seek effective communication with users. To this end, it will even create its own way for users to generate * * * sounds with it.

1

Three strokes to create phenomenal marketing

Some people say that the marketing of OPPO is overwhelming.

But sometimes, this is not because it has a lot of marketing, but because of its marketing attributes, it has gained more traffic and exposure opportunities. After all, it is young people who occupy the mainstream of the Internet and are the consumer groups targeted by OPPO.

In order to attract young people, OPPO marketing is generally divided into three ways.

1. Powerful star family

Unlike other brands that simply invite stars to be spokespersons, OPPO's marketing redefines the concept of "spokespersons": many popular stars, such as Yang Yang, Dilraba, Yang Mi, Karry, William Chan, Jay Chou and Yifeng Li, are invited to form an OPPO star family. Without exception, they are the most popular Hu stars among young people at present.

This is the first time in the mobile phone industry.

2. Title Phenomenological Variety Show

Variety shows named or sponsored by OPPO are all ace variety shows of various TV stations. The birth of actors, the second season of China's new songs, dear inn, and so on.

It is not difficult to find that these variety shows named by OPPO have one thing in common-teenagers are the main audience.

Last year, we witnessed several phenomenal variety shows, and also witnessed how terrible their promotion of brand awareness and brand image would be.

For example, Tik Tok, with the east wind of domestic hip-hop, broke out completely in the field of short video, and today it has formed the strength comparable to Aauto.

Because in this era, entertainment is the hottest topic. Once detonated, the brand will get high-frequency exposure nationwide, thus attracting more potential users.

3. New product launch conference

General mobile phone conference, the platform is mostly CEO and CTO. Talk about parameters, technology, etc. I can't say it's bad, but the influence of the conference is hard to spread to people outside the industry.

The new product launch conference of OPPO mobile phone is somewhat different, especially the launch conference of OPPO R 1 1 last year, which caused a nationwide discussion.

Last year, OPPO and Zhejiang Satellite TV held a mid-year ceremony and new product launch conference, which attracted many heavyweight stars to help out in the form of cross-border entertainment of science and technology.

This kind of cross-border marketing makes the original ordinary mobile phone new product launch conference bring its own national marketing nature.

A mobile phone conference has become a super topic that can ignite hot search at any time. At the same time, fans and potential users can also get different degrees of feedback, resulting in abuse and recognition.

OPPO's marketing skills can be seen.

However, the marketing of OPPO looks complicated and dazzling. In fact, its success is only due to concentration and doing a small thing right.

2

OPPO's marketing has done this to the extreme.

Whether marketing is good or not is not the decision of marketers, but the decision of users.

Now making products is not only user-oriented, but also marketing.

Therefore, the focus of OPPO marketing is not the number of stars or how cool the presentation is, but the user attributes and what users really want.

OPPO's marketing is simple, focused and efficient, because it only does marketing that users like. The consumer groups of OPPO mobile phones are mainly young people, so its marketing closely focuses on the preferences of young people.

On July 20 14, The Legend of the Sword and the Chivalrous Man was broadcast, in which Yifeng Li, the leading actor, was very popular.

(Yifeng Li Baidu Index, 2014.4 ~ 2014.10)

In May of the following year, Yifeng Li appeared in public as a member of the OPPO R7 star family, accompanied by a screen-level advertisement: charge for five minutes and talk for two hours.

From this example, we can easily see that OPPO needs not only stars, but also popular stars that young people love.

Because the fan base of these popular stars has great overlap with the target users of the brand. The independent communication of star fans can often penetrate into intimate social media and offline social relationships that traditional marketing can't do, thus amplifying the influence of products.

Stars are easily triggered and forwarded by fans when spreading the high-quality content of the brand, which makes the stars and brands get positive and effective exposure. This model also makes OPPO's brand image fuller and closer to the people, and narrows the distance with young people.

This practice of OPPO has also been used for reference by other brands. For example, Xiaomi invited Wu Yifan, and Glory invited Hugh.

But inviting stars is not the purpose, but the purpose is to narrow the distance with young people, so OPPO is destined to make more efforts in other places.

What do young people like and care about? OPPO's marketing should be well studied. Fashion, trend, innovation, personality, coolness, beauty, etc. These should be touched or even deepened.

So online, Weibo is the main battlefield of OPPO marketing, because it is a gathering place for stars, KOL and variety shows, which also means that young people are there.

At the same time, OPPO is good at playing cross-border, and it is not just entertainment cross-border. Not by the light of the trend, but by becoming a trend. As a result, its mobile phone conference became the most fashionable conference; Even, it cooperated with Guerlain in France to become the first cross-border beauty brand in the industry; Then, we cooperate with independent designers to design trendy T-shirts and sweaters. ...

It must be innovative. It pioneered custom machine+Microfilm, and delivered the highlights of the products to consumers in a deeper and more * * * way through unique story setting.

It also created a unified "bright screen" publicity method for LED display screens in landmark business districts of major cities. Later, this propaganda practice was also used for reference by other peers, and it was tried and tested.

Sometimes, the marketing of OPPO makes people feel complicated and even illogical. In fact, all its marketing is around the target users, and the landing point is always the place where users' eyes converge.

Its essence is to communicate effectively with users and maximize marketing resources.

The achievements are obvious to all.

Counterpoint's survey data shows that in China's annual TOP 10 smartphone ranking of 20 17, OPPO monopolizes ternary, and OPPO R9s occupies 3% of the market share, surpassing iPhone 7 Plus to become the best-selling model of the year.

This is partly because of the quality of mobile phones and partly because of marketing, which we naturally don't know. And its user-centered marketing method even regards marketing as a "product" to meet users' psychological and spiritual needs, which leads to users' goodwill and recognition of its brand, which is bound to be more natural and longer than traditional marketing methods.

three

Therefore, marketing is a compulsory course for enterprises.

Some people don't agree with the marketing of OPPO.

However, this does not prevent it from carrying out efficient marketing again and again.

In knife elder brother's view, the key to the success of OPPO marketing lies in understanding itself and its users. In this case, it can do marketing in the simplest way, know where marketing should go, stay focused and continue to communicate effectively with users.

Knowing yourself is also a sign of strength and confidence.

Finally, through the marketing of OPPO, knife elder brother would like to emphasize that marketing has become a compulsory course, and it is difficult to graduate in a highly competitive market.

For enterprises, making good products is always the first priority, and marketing must always have the attitude of making products.