Oppo and vivo have always been "wonderful flowers" in the mobile phone industry, and the price has not been low. Just because their processors are not high-end 8 series, they have been criticized for their low prices and high prices, and they are also called IQ machines. According to this logic, vivo and oppo should be discredited, and the sales volume is getting worse year by year, so why is the sales volume better?
I don't know when the mobile phones of vivo and oppo have such a "good reputation", but counting the four major brands of mobile phones, Huami OV, only OV has the most negative evaluation, Xiaomi is the representative of cost performance, Huawei is the model of patriotism, OV is nothing more than high price and low distribution, but people's sales are really embarrassing. Why?
First of all, OV does have China people's things in mobile phone workmanship, not to mention Xiaomi, that is, most of Huawei's low-end mobile phones are inferior to OV (of course, Huawei's high-end mobile phones have made rapid progress in the past two years, and the quality is really good, but the green screen incident of mate20Pro still has an impact, and whether it is the screen supplier's problem or not, Huawei is responsible). OV mobile phone has three grades of high school, high school and low school from the beginning, and has mature systems and technologies for so many years, and
Secondly, OV cultivates the line and makes the market sales to the extreme. When Xiaomi turned from online to offline, Lei Jun went to the fourth and fifth tier cities to inspect the market. After going, he was deeply impressed by OV's downline. In the end, I just opened Xiaomi House, which is active in first-and second-tier cities. Maybe people who eat melons think that offline means opening more stores, giving more commissions and increasing sales in every place, but how to control shop assistants, stores and companies and accurately locate the market has certain skills. To put it bluntly, since OV offline is so easy to do, why is there no third mobile phone manufacturer to do it? Li Jing 20 17 signed many stars and opened stores offline. What happened? Making ends meet, high-level gambling is just the fuse.
Finally, in addition to good quality control, OV mobile phone has a set of design. Vivo first focuses on HiFi, and the back is extremely thin. oppo focuses on taking pictures and fast charging. Recently, we have made frequent efforts in design and development, such as lifting, double-sided screen, periscope and other comprehensive screens; Mobile phone color matching plays a variety of tricks, and vivo's HiFi and screen fingerprints ride the dust. Oppo's super fast charge, 10 x optical zoom, etc. Very powerful. Recently, they have set foot in the cost-effective market, and the market response is generally applauded. It can be seen that OV's products are still relatively recognized.
For OV mobile phones, it is indeed more expensive than online brands at the same price, but the four major mobile phone manufacturers, except Xiaomi, Huawei, oppo and vivo, do not take the cost-effective route, and Xiaomi mobile phones are gradually increasing their prices and pursuing high-end. Isn't this phenomenon worth reflecting on?
The sales of mobile phones are not only related to the price, but also related to other things, such as the performance of mobile phones, consumer demand, after-sales service and so on. The same is true for Vivo and OPPO. Although the price of vivo and OPPO is relatively high under the same configuration, they have good performance in other aspects, which is called a penny for a penny.
The high sales volume of Vivo and OPPO has a great relationship with their positioning to meet the needs of consumers. Nowadays, consumers are no longer unilaterally pursuing the performance of mobile phones as before, but more pursuing the appearance design, taking photos, playing games with sound quality and so on. The positioning of vivo and OPPO is to pursue youth and fashion, and at the same time, they are both strong points in taking pictures. In terms of design, the mobile phones of vivo and OPPO are very light and stylish, with rich color matching, which meets the needs of many people. In addition, they are also very good at taking pictures. Vivo X9 is the world's first mobile phone with soft front dual cameras, while X20 has a very powerful backlight camera function. X2 1, which has just been launched, has launched an AI intelligent engine on the basis of the previous two generations. Some of these photos are very destructive to many people, especially girls.
Besides, after-sales service. Perhaps this aspect is easily overlooked by many people, but it is indeed a very important factor, especially in third-and fourth-tier cities. Vivo and OPPO have wired stores in major cities all over the country, which on the one hand improves the sales of mobile phones, on the other hand facilitates the provision of after-sales service and solves the worries of users. Of course, these are just a few main reasons, and there must be other factors that affect the sales of mobile phones.
In recent years, the development of mobile phones is getting faster and faster, and the sales and popularity of vivo and oppo are the fastest growing among many brands. Among the top four brands, vivo and oppo occupy two of them. Moreover, the offline word-of-mouth and sales of vivo and oppo are also outstanding. The domestic market is becoming more and more competitive, which leads to the rapid development of mobile phones. Healthy competition is good for consumers.
The question asked by the subject is actually very simple. We just need to know the necessary conditions for a mobile phone to sell well. First of all, this mobile phone should meet the needs of most consumers in the market. As we all know, the two brands, vivo and oppo, mainly take photos. In the current mobile phone market, there is no one who doesn't like taking pictures. Moreover, vivo not only focuses on taking pictures, but also has excellent performance in sound quality including mobile games. Take the recently released vivo X20, a full-screen model, which is equipped with face recognition, backlight shooting and HIFI sound quality, as well as the optimization of the glory of the king by newly added elements, enough to meet the needs of most consumers.
Secondly, the brand's reputation and promotion should be done well, and consumers now have high requirements for these two points. For example, we go to the mobile phone market to buy a mobile phone, and there are two mobile phones in front of us. The first one has never heard of it or used it. The second part is a well-known brand with a good reputation, so naturally I don't want to choose the latter. In terms of brand reputation and promotion, vivo and oppo have been doing very well.
As for the last point, there needs to be enough inventory to support it. As we all know, among many brands, the inventory of vivo and oppo is always sufficient, and there are few out-of-stock phenomena. It is precisely because of these three points that the sales of these two brands, vivo and oppo, can be so high.
According to statistics, the domestic mobile phone market share OPPO. The two mobile phone brands VIVO entered the top five, and the total market share of OV brand exceeded that of Huawei's single mobile phone brand. I think there are the following reasons:
1, boutique. OPPO。 The history of VIVO as a mobile phone is not the longest in China. Dare to be the first in the world, focus on building its own brand products, carefully consider the needs of consumers, absorb and develop the most advanced technology in the world, and set up R&D centers in Silicon Valley, Shenzhen, Nanjing and Chengdu. , so the update is fast and deeply loved by consumers.
2. Stable sales. Deeply cultivate offline stores, and in the most prosperous areas of first-and second-tier cities, such as Nanjing Road in Shanghai People's Square and nanjing xinjiekou Business Circle, you can see huge advertisements and large specialty stores of OPPO and VIVO; In third-and fourth-tier cities and towns, OPPO and VIVO stores can also be seen everywhere, which is convenient for consumers. Coupled with excellent quality, it not only blooms everywhere in China, but also abroad. I heard that some leaders went to neighboring countries to inspect and saw that there were logos and storefronts of OPPO and VIVO in many places, so I asked where this brand was. When I learned that it was a brand of China, I lamented that China not only had high-speed rail and other business cards, but also went out of China.
3. The price is moderate. The price of OPPO and VIVO mobile phones is lower than that of Apple and Samsung, but higher than that of Xiaomi, attracting a large number of middle-level consumers, so the growth rate is relatively large. Of course, now these two brands also have high-end models comparable to Apple and Samsung.
4. Young and fashionable. OPPO and VIVO mobile phones are highly targeted, fashionable in appearance and excellent in quality, attracting the love of a large number of young consumers. In addition to high-quality idol endorsements, OPPO and VIVO are indispensable for variety shows and large-scale events. China's good voice, run, brother, American NBA, Russia World Cup, etc. , giving people the beauty and strength of art.
5, the function is practical. Multi-functional, easy to use, especially the powerful photo function. There are a variety of modes to choose from, and you can choose your favorite color tone according to your personal preference in landscape, portrait, night scene and so on. Therefore, the consumer groups of OPPO and VIVO mobile phones are constantly expanding, and many friends around them have used them. I also used OPPO mobile phone, and took some photos with OPPO mobile phone.
First of all, the price is acceptable to the public, the function is practical and the style is novel.
First of all, many people buy a mobile phone, and they don't care how high it is, but only care about its quality and stability.
Including Mac, when Apple came out at six o'clock, it still sold five or six thousand yuan of 16g memory, and many people bought it! This is not a higher price and a lower price.
I only care about whether it works or not, and whether the system is stable or not. Don't listen to too much boasting, boasting, how high the configuration is, the system is unstable and often breaks down, and it is useless to use this mobile phone.
As a high-quality vivo mobile phone, it uses an independent HiFi playback chip, a high-value mobile phone appearance, and the most perfect self-portrait beauty function. There is nothing wrong with choosing a vivo phone.
Ov mobile phone has six advantages: 1, and the system is simple and direct. For people who don't like being too versatile, or don't need a mobile phone to be too versatile, ov function is enough. For example, my cousin, who has two oppo phones, only uses them to make calls, send WeChat, and look at the time! Second, the appearance of ov mobile phone is really first-class. Although I don't use ov, I won't lie! Third, advertisements are overwhelming, and ov advertisements can be seen except in mortuaries and public toilets. After a long time, everyone will remember! Ov is connected with life, mobile phone stores are always together, and buyers can choose one! Fourth, ov will always have a mid-range configuration, and the supply chain of this configuration will never be out of stock. Ov is well supplied, so don't play tricks! Fifth, ov will always endorse one or two mobile phone selling points with a small audience, because most people only care about upgrading one or two functions and can't remember more! Sixth, ov will always give salesmen a happy return!
The first thing is to know that good quality can sell well! Only in this way can there be repeat customers, and then a large-scale advertisement will enhance brand awareness. Finally, he left enough profit for mobile phone sellers! People sell a Xiaomi Meizu offline to earn 200 yuan, and those who buy mobile phones say it is expensive. O V because the manufacturer's quotation reserves the profit of the dealer, people who buy mobile phones don't feel expensive! Of course, selling mobile phones also prefers introductions!
As far as domestic smart phones are concerned, the sales of vivo and OPPO are really very good, and they have become hot-selling smart phones. Sales have surpassed Samsung Apple, and they have caught up with Huawei. Obviously, OPPO and vivo can sell well with their unique features, just like the decline of Apple's sales also has its reasons, lacking innovation. The sales of vivo and OPPO, in addition to the face value, are also very good in technology and innovation. Of course, the sales of vivo and OPPO also have their own unique marketing methods.
The first is the product.
OPPO's performance on mobile phones is very good. Needless to say, OPPO inherited the technology of China. The mobile phone is light and stylish, and it also adopts a concentrated waistline and a micro-slit antenna design. The red version and the fresh green version bring better visual effects. In the era of taking photos with smart phones, OPPO has obvious advantages in taking photos and has been constantly innovating. In the era of OPPO R9s, OPPO and Sony jointly developed IMX398 sensor, which adopted dual-core focusing and F 1.7 super-large aperture, solved the shortcomings of slow focusing of mobile phones and insufficient brightness of taking photos at night, and won the love of fashionable young people.
The grade of vivo mobile phone is higher, because it is a fashionable business mobile phone, especially vivo Xplay6. It uses a Samsung curved screen with a resolution of 2K. In terms of performance, it is equipped with Xiaolong 820 processor, 6GB of running memory and 128GB of storage. The most important thing is that a new version of the matte black and Curry signature version has been released recently, which is another feeling. Not only that, smart engine 3.0 is also used in the system, which constantly cleans up the background applications of the mobile phone, releases more running memory, makes the mobile phone run more smoothly, and will not get stuck after long-term use, and the system experience is better than that of Apple.
Taking pictures is the biggest advantage of vivo Xplay6. It adopts rear dual cameras and is equipped with a dual camera combination of12 million+5 million pixels. The sensor is Sony IMX362, with a unit pixel area of 1.4μm and an ultra-large aperture of F 1.7. When taking photos, it can take photos similar to large aperture lens SLR. In particular, the full-pixel dual-core focusing and blurring background functions, the camera technology has reached the international level. On the front camera,16 million pixels, beauty function, soft light self-timer flash, photo and self-timer are excellent.
Publicity is also very important.
Inviting celebrities to endorse and sponsor variety shows is the usual propaganda method of vivo and OPPO. Variety shows sponsored by vivo include If You Are the One and Happy Camp, which are all programs that young people like to watch. This is also the main user group of vivo, because the performance of vivo mobile phones is very good, and advertisements have aroused the voices of many young people, and TV advertisements have a greater influence on the whole country. This has greatly improved the reputation and popularity of vivo mobile phones.
Of course, the most important thing is the quality of mobile phones. Vivo phone also has a built-in HiFi chip. Like vivo Xplay6, it also has the function of lossless music decoding. Watching movies and playing games bring a better sound experience. It is not surprising that the comprehensive experience of vivo mobile phone, coupled with celebrity endorsement, variety promotion and offline service, has made vivo win a good reputation and become a hot-selling mobile phone.
Vivo and OPPO are two different mobile phone brands, and of course the users are different. OPPO is aimed at the female market, and vivo is aimed at young and fashionable business people. There will be no conflict between the two. In short, the young market is occupied by OPPO and vivo, and the mobile phone is also very distinctive, with high technology content and strong innovation, which brings a very good experience and has been unanimously recognized by consumers. Especially in recent years, the development of mobile phones in vivo has made great progress. The function and technology of the mobile phone have achieved good results, and it can become a domestic hot-selling mobile phone. In addition to offline experience stores, the quality and publicity methods of mobile phones are very distinctive and the service is very good. This is the secret of the success of vivo, and it is really worth learning from other domestic mobile phones.
We all know that Huawei mobile phones are very popular and the data can be perfectly reflected. Huawei did sell like crazy in the past year. According to a report by the British research organization Konashe, Huawei's shipments in China market are 201420,000 units, accounting for 38.5% of the market share. So which manufacturers ate the rest?
In this data, the overall scale of mobile phones in China in 20 19 was fully displayed, and the annual shipment reached 368.6 million units. In the top five shipments, except Huawei, other manufacturers are OPPO( 17.8%), vivo( 17.0%) and Xiaomi (10).
The data also shows that in the past year, the cumulative shipment of OPPO mobile phones was 65.7 million units, and the cumulative shipment of vivo mobile phones was 62.7 million units. In contrast, the fourth-ranked manufacturer Xiaomi shipped only 38.8 million units, and the fifth-ranked Apple shipped only 27.5 million units. It can be seen that the performance of OPPO and vivo mobile phones in China market is still very good.
OPPO and vivo have such good sales, mainly due to their mature offline channels. Due to the offline channels accumulated for many years, their mobile phone shipments are very stable. However, once the brand expands globally, there will be problems more or less. For example, another data, Strategy Analytics, shows the weakness of OPPO and vivo.
Compared with the annual shipment of Xiaomi's 38.8 million units, OPPO and vivo are both over 20 million units. However, in the global market, Xiaomi ranks the fourth largest mobile phone manufacturer in the world with a shipment of 6.5438+24.8 million units. In contrast, OPPO has only 654.38+0.654.38+0.5 1 100 million units, while vivo ranks outside the top five manufacturers in the world.
This data also reflects the conclusion that the proportion of Xiaomi in overseas markets is getting higher and higher, and it is almost the same as Huawei in overseas markets. In the past year, Huawei shipped 240.5 million mobile phones, while China shipped 65.438+42 million, which means that overseas markets shipped 98.5 million.
In contrast, Xiaomi's overseas market has reached 86 million, and the gap with Huawei in overseas markets is further narrowing. On the other hand, the shipments of OPPO and vivo in overseas markets are obviously not as good as those of Huawei and Xiaomi, which is a problem that OPPO and vivo will face in the future. After all, there is no mature offline channel overseas like China.
Generally speaking, OPPO and vivo phones performed well in China market, but lost to Huawei in China and Xiaomi in the world! But with the transformation of high-end brands and rich categories, these two brands are also trying to open up overseas markets. Perhaps there will be some big changes in the global mobile phone industry in the future, and we will wait and see!