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該重新認識OPPO了(圖文)

發(fā)布日期:2020-06-14 14:00:08     瀏覽次數(shù):

 

該重新認識OPPO了

 

2016年登頂中國區(qū)銷量第一、全球排名TOP5之后,OPPO在最近幾年卻給人一種不按理出牌的感覺。

先是2017年,大幅減少明星代言與娛樂營銷;2年后,又忽然停掉成熟的R系列,啟用全新的Reno系列;再加上組織架構上,相繼成立中國區(qū)、西歐區(qū),向戰(zhàn)區(qū)驅動邁進,前全球營銷總裁沈義人“因為個人健康原因”休息,老將劉列回歸,劉波則負責OPPO中國區(qū)。

一系列看似相關,實則并無必然聯(lián)系的消息,激發(fā)出很多聯(lián)想,讓很多人產生了OPPO已經掉隊的印象。

不過,從綜合數(shù)據(jù)看,這一結論并不成立。

Gartner發(fā)布的全球一季度銷量數(shù)據(jù)顯示, OPPO銷售出2394.9萬臺手機,市場份額為8%,依然排名全球第五,同期Counterpoint第一季度數(shù)據(jù)還給出了類似的排名:OPPO售出2230萬臺手機,全球市占率8%,排名同樣為第五。

既然沒有掉隊,那么,OPPO過去這些年究竟做得怎么樣?未來,又有哪些必須補齊的短板?OPPO最近大刀闊斧地調整,意在重塑自身。

產品和營銷

6月份,OPPO中國區(qū)總裁劉波接受媒體采訪時表示,OPPO不僅理順了產品結構,對于娛樂營銷,也有新的理解。

Reno主要集中于2500元至4000元。在這一價位段,OPPO聚集了大量消費人群,內部視其為“糧倉”部位。其中,主力機型Reno 4卡位中高端價位,有助于OPPO回到擅長領域,這可以視為是R系列的升級。之所以出現(xiàn)這樣的變化,是OPPO考慮到了消費口味升級、技術升級,還有購買力升級,

而Find X系列,作為OPPO構筑高端能力推出的產品,主要價位段在4000元以上,且保持穩(wěn)定的更新節(jié)奏。

暢銷的A系列,最近推出的5G版,則卡位2000元以下。

營銷方面,OPPO與李易峰、歐陽娜娜等明星合作,推廣Reno4。同樣是娛樂營銷,但與2016年之前的娛樂營銷相比,已截然不同。

2017年,是全球智能手機分水嶺式的一年。

這一年,安卓手機陣營在全球范圍內壓制iPhone,市場份額大漲。有了閃充、多攝像頭等創(chuàng)新技術應用,安卓手機陣營大有取代蘋果手機,扛起行業(yè)創(chuàng)新大旗之勢。

當時的OPPO已經拿下中國區(qū)第一,如果再用明星代言、娛樂營銷,明顯與消費者期待不符,因此,停掉娛樂和綜藝節(jié)目贊助,轉而訴諸于科技力傳播,也就順理成章了。

此番歐陽娜娜代言,反映了OPPO的Reno系列產品定位進一步的清晰與明確。2019年4月推出的Reno系列,堅持主打視頻拍攝,目標消費群體順理成章地鎖定在追求科技潮品的年輕人身上。

“簽約歐陽娜娜,她與我們Reno系列產品調性相契合?;盍λ纳?、青春洋溢的歐陽娜娜,是引領型Vlog達人,有利于我們強調Reno視頻拍攝強項和漂亮、輕盈外觀。”OPPO中國區(qū)總裁劉波說。

該重新認識OPPO了

 

每一家公司的品牌營銷戰(zhàn)略,都是一整套體系,但如果僅僅從表面看明星代言的變與不變,容易出現(xiàn)理解簡單化、操作執(zhí)行極端化的問題。

兩次娛樂營銷的背后,可以看到OPPO根據(jù)用戶群體的區(qū)別適時地調整連接手段的營銷思路,以更受關注的方式來與消費者進行溝通。

據(jù)悉,OPPO內部最近明確了——進攻高端、主打科技的產品戰(zhàn)略。顯而易見,獲得一二線城市以及線上人群,并非意味著要放棄明星和娛樂化市場營銷手段;而守住三四線城市,也并不代表可以毫無節(jié)制地使用這種營銷方式。

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