OPPO company is a Guangdong company dedicated to the research and development of digital electronic products. OPPO brand is registered globally and is committed to building an international brand image. Its main products are MP3 and LCD TV. This year, it launched the China market with MP3. With its strong R&D strength, OPPO strives for fashionable and exquisite product design, perfect sound quality and diversified functions, with the goal of becoming a leading digital brand in the world. \ x0d \ x0d \ Some people say that hazy beauty is the real beauty. The more mysterious it is, the more people flock to it. \ x0d \ x0d \ OPPO believes that a large number of people already know its name. The long advertisement of CCTV prime time 15 second deeply shocked the whole MP3 industry. If there are still people who don't know about OPPO, it means that this person rarely watches TV and newspapers recently, and rarely goes online, because the voice of OPPO has penetrated into our lives. With the massive advertising bombing and various public relations activities, it is hard to see her. \ x0d \ \ x0d \ 2005 May 2005, everyone was talking about the origin of OPPO on the Internet. Some people say that according to the advertising image, it should be a first-line brand from South Korea, others say that it is a second card issued by a domestic MP3 crocodile, and some even say that she is a real estate upstart with a whim. So that consumers don't know who OPPO is? Time can prove everything, and now the industry knows that OPPO is BBK. In fact, this is a brand "OPPO" planned by BBK Audio-visual Electronics Co., Ltd. in 2002. It is mainly intended to produce high-tech products such as LCD TV, plasma TV, fashion digital, etc., in order to break the BBK brand bondage of small household appliances (DVD, telephone, repeater, etc.). ). But under the current price war of MP3, it is really difficult to dig out new background and added value with BBK brand, and high-value brand refers to a brand with higher brand premium ability, that is, products with the same technology and quality can sell at higher prices. \ x0d \ \ x0d \ Like China, it must transform from a single product brand to a comprehensive brand, from a home appliance brand to a digital brand, from a low-end brand to a high-end brand, and from a product brand to a cultural brand. Therefore, we must create a new brand OPPO to operate and play big from MP3. Enterprises need world vision and strategic thinking. As soon as OPPO goes on the market, it will instill a unified propaganda slogan into the terminal promoters, telling consumers that OPPO is a global registered brand, and remember that it is not a global brand because BBK enterprises are very honest. The overall and ultimate goal of building a strong brand is to engrave the brand strategic positioning in the depths of consumers' minds and turn it into clear personalized association. Only by keeping this fundamental overall situation and ultimate goal in mind, transcending the conventional marketing communication, and using the brand identification system to command all marketing communication activities to the letter, can we build a strong brand. \x0d\\x0d\ turned out to be a powerful force \x0d\\x0d\ From May 12, in the advertisement with the theme of "My Musical Dream", handsome men and beautiful women met in the subway, hiding their feelings and developing romantic associations in wonderful music. Lyric pop music, elegant student-like costumes, pink petals flying all over the sky, green trees and couples, this advertisement gave us a Korean drama in almost ten seconds. In the prime time broadcast of CCTV I, II and III, a large number of advertisements swept in at one time. Almost overnight, the brand of OPPO has become a household name. There is also the super female voice of Hunan Satellite TV. Judging from the final song selection, OPPO repeats a romantic story "My Music Dream" in more than a dozen advertisements every night. I believe that hundreds of millions of national binocular balls will not turn a blind eye to this story repeated more than ten times in three hours. In addition to TV advertisements, OPPO also launched a powerful advertising campaign in print media. Moreover, OPPO also co-organized the Grand Prix of College Student Singers with the most influential newspapers in various regions, apparently to attract the attention of college students. In addition, OPPO has not ignored the network, and consumers can be seen in portals such as Sina. According to its idea of using the network to improve the exposure in an all-round way, OPPO has succeeded more than half. From banner ads to news inserts, OPPO uses the Internet and TV. And OPPO? Sina's online song list in 2005 is even more vigorous, attracting the attention of countless netizens. \ x0d \ x0d \ Korean-style, aesthetic advertisement \ x0d \ x0d \ The main reason why consumers are willing to spend more money on a brand is determined by the association of the brand in consumers' brains (also called mind in fashion). Consumers can associate all the information of a brand, deeply touch the inner world of consumers, and produce positive, beautiful and pleasant psychological experience. Consumers will recognize, like and even fall in love with this brand, and naturally they will be willing to buy, buy more and spend more money on this brand. In order to create the Mei Wei image of OPPO products, its advertising directors and actors are all from South Korea, and the shooting is also carried out according to the standards of Korean idol dramas, which makes the whole TVC full of aesthetic feeling and wins the favor of many young consumers. No wonder all MP3 manufacturers and consumers exclaim: Who are you? With such a strong brand strength and corporate background, the owner should be a foreign brand or a domestic business tycoon. From the perspective of product design and brand image, OPPO seems to be a Korean company, because it has successfully built the most popular Korean idol brand in China. \x0d\\x0d\ Seiko fashion, unique eye \x0d\\x0d\ We call the most powerful information that touches consumers' inner world the brand core value. Therefore, brand core value is the main part of brand assets, which allows consumers to clearly identify and remember brand interests and personality, and is the main force driving consumers to identify, like or even fall in love with a brand. Therefore, OPPO has a unique way in workmanship and material selection. For example, (X3/X5/X7/X9) machines on the market have their own characteristics. Their similarity lies in abandoning the male model modeling commonly used by novices when they go on the road, with completely independent design, unique modeling and unique style. Therefore, the listing of OPPO MP3 is very eye-catching, and it is generally designed for men and women, which is obviously aimed at the target group of couples. Excellent workmanship surprises many consumers. Because there is no burr on OPPO products, there is no incongruous seam on the parts of the plate, and the materials are sufficient. Sound effect can be said to be the most original requirement of consumers for walkman products, and OPPO fully takes this into account. At present, both X9 and X 1 1 are decoded by Philips PNX 010/chip, and the sound effect is refreshing. In addition, all OPPO products come standard with Sennheiser MX400 headphones, so that all consumers can experience perfect sound quality. Coupled with good accessories and unique packaging, OPPO is even more touching. \x0d\\x0d\ Insist on high-end and segmented people \x0d\\x0d\ For OPPO, price has also become an element in shaping its high-end brand. Take the 256M product as an example, the price quoted by Samsung is around 999 yuan, while when the new OPPO product goes on the market, the X3 model is quoted as 980 yuan, and the top-end X9 is even quoted as 1450 yuan. It can be said that the price positioning of OPPO is well-deserved in the first camp. \ x0d \ x0d \ Because the entry threshold of MP3 is low now, if its core technology is stable, it depends not only on quality, but also on better design. I think this is the concept of OPPO. The same product, while ensuring the quality, gives the most attractive design, making it unique in the market. However, if we carefully analyze the brand appeal of OPPO, we can know that its target consumer group should be young people who like fashion, but this is contradictory. This group of people often lack purchasing power, and the proportion of them who are willing to pay more for fashionable appearance will not exceed 20%. Judging from the current situation, the proportion of OPPO has obviously exceeded 40%. \x0d\\x0d\ subverting the channel to take all \x0d\\x0d\ From the channel point of view, OPPO has also subverted the traditional model of MP3. OPPO abandoned the industry, generally adopted the form of regional agency, cut into the market from IT channels, and generally entered the local computer market. Instead, they choose to open counters and specialty stores in the home appliance market all over the country. In the words of insiders, it is "selling MP3 by selling household appliances". BBK comes from household appliances, and its main consumption strategy is also based on traditional stores. However, the main position of MP3 is not here. Judging from the long-term sales of MP3, the IT market is still the most important. For BBK, a company that successfully adopts the agency system, agents pay attention to diligent entry and quick exit, which is exactly what traditional stores can't do. However, due to the high price positioning of OPPO, it will face great resistance to compete with many brands in the IT market. With the popularity of MP3, home appliance stores with large customers are good sales terminals to avoid cruel comparison with other brands. Of course, on the other hand, the unified logo and the establishment of high-end decoration stores also show the high-end positioning of OPPO. With sufficient financial support, this is also a way to build a long-term brand. OPPO can consolidate the brand image of specialty stores, and then surround the IT market, so as to achieve a "take all" effect, which is also a new strategic way. \x0d\\x0d\ temper culture and precipitate taste \x0d\\x0d\ To make a brand feel high grade and high value, a brand with functional interest should continuously improve the use value of technology and products. For example, if a brand has several leading technologies, humanized functions and exquisite appearance, it can only raise the prices of these products in a limited way. If the enterprise continuously introduces such good products, the brand will have a sense of high-grade and value over time. The premium ability of the brand can cover all products. Because strong advertising can certainly bring high popularity, but it is difficult for a brand without connotation to establish a high-end image. In China MP3 market where domestic brands are generally low-end, OPPO is undoubtedly making a brand-new attempt. However, the short-term promotion of popularity and the cultivation of brand image need longer time, and enterprises need to continuously inject culture, fashion and other elements into it to show the soul of products to the world. Of course, the concept differentiation of OPPO, the product strength of MP3, the perfect advertising screen, the strong advertising force and the mature terminal and channel system of BBK have built a strong brand foundation of OPPO. The main problem OPPO is facing now is how to continue to temper its brand image, and let the romantic and fashionable brand image be fixed in the hearts of the target audience on the premise of ensuring sufficient funds.