In the big data of s紙他ocial media, there a請醫re cruel stories and secrets of嗎業 the rise of mobile phone

Two or three years ago, wh工事en we talked about the wave of mobil報影e Internet, we would certa藍話inly mention the popularity of smart ph兒男ones. However, in the process o船女f mobile phones becomin東自g our organs, many manufactu請事rers are experiencing唱答 the cruel story of their話我 own internal organs being hollowed 一劇out.
At that time, only Huaw請了ei remained invincible. The on為冷ce popular LETV mobile phone is in d市地eep debt crisis, and Jinli is stil化樹l struggling to save itself 她長under the huge fund hole. Meizu is bus鄉動y with the internal structure a西地djustment & hellip; & hellip公拍; and there may not be many op對票portunities left for them.
For Huawei, Xiaomi, oppo 弟妹and vivo, these leaders are s在農till facing the reality of negat長坐ive growth in China's sm校快artphone market last姐門 year. At present, it is difficult近海 to make a big leap in the ove快些rall scale of market users, so the 中兵stock users in the wave of airc如金raft replacement become th金醫e focus of contention.
It is difficult to say wheth一文er a series of behavi作信ors of users determine th文報e trend of mobile phone reform, o做車r whether the mobile phone itself i姐廠nfluences the change of西說 users' choice. T分工his should be a two-way fl短什ow. Users release their known 短亮selves and discover their unknown sel家分ves. Mobile phone manufac熱弟turers need to find ways to 購你improve brand retention in the proc理民ess of interaction with users.商那
User behavior constitutes an i唱些ndustry barometer
Recently, Weibo and Sano算開, a market research comp區資any, jointly released the "水校;2017 smart phone micr討地o report" (hereinafter ref行科erred to as "the repor冷行t"). Based on the quan樂站titative analysis of micro地南blog users' active behav匠費ior data in 2017, the report s熱鐵hows the changes of China's sma道謝rtphone market pattern. From the 樂問perspective of the stock 年上market, the microblog is 放綠just like a barometer of 見學mobile phone users' behavior in th暗樹e stock market.
1. Huawei's ov M錯市atthew effect is intensified
Xiaomi has gone through the wors喝答t times and returned to the 一飛first camp. This fact is also confi現雜rmed by the data of microblog user sto大她ck, increment and replacemen會弟t retention rate.
In terms of new additions, 銀影Huawei, Xiaomi, vivo and oppo achie員關ved adverse growth, but they a月現ll increased by only 1%, w拿件hile the total new shares of 了如other brands decreased by 3頻算% year-on-year.
In terms of the retention rate at the t技兒ime of replacement, th金開e retention rate of i和就Phone was 5% lower than th師國at of last year, while t音海he addition and retention of th到高e four domestic brands were imp南多roved. The retention rat房鄉e of Huawei and Xiaomi increased by 司雨9% and 8% respectively, becoming t那民he first and second place in t電雨his key indicator.
With the acceleration of market share 但嗎centralization of Hu能訊awei ov's four d資到omestic brands, it is even more di動輛fficult for subsequent ec媽紅helon manufacturers 明離to catch up.
2. The advantage of Apple has been i海和mpacted
From the perspective of the flow她數 direction of phone change, bo說我th Android users and I費拿OS users have significantly decre雨鄉ased their choice of iPhone. The pro資到portion of iPhone users wh熱拍o choose Samsung after changing thei睡月r phones is only 3%. Samsun為資g's high-end flagship has n子內ot been able to repl草做ace the iPhone. Instead, 事信the share of choosin村會g huaovm is increasing劇花.
3. Thousand yuan machine has become船視 a non mainstream
According to the report數弟, only 1.1% of microblog users are will可問ing to buy mobile phones belo生唱w 1000 yuan, more than 573% 購文of users prefer to b他北uy mobile phones with a pr購音ice of more than 2500 yuan. At the sa拿山me time, compared with 44% of user中風s who will change thei校謝r mobile phones within one year in 黑子2016, the user replacement cycl厭作e is longer, and nearly 50%對習 of users change their呢上 phones in two years. In addition,路刀 26-35 year-old white-collar國土 workers have become the main for姐對ce in 17 years, 58% of users have去作 used at least five smart phones在動.
In fact, it also reflects th討章at users need a material basis to upg熱章rade their consumption. On the ot舊窗her hand, manufacturers need technolo科我gical innovation to upgrade consu能好mer goods, and the elec體河tronic industry needs 場那to innovate in multiple di土美mensions of hardware perform綠視ance, appearance and u司作ser experience.
Content marketing cre煙弟ates social currency
Of course, in order to win in the wave站了 of aircraft replacement and improve th舊低e brand retention rate, w腦到e need to understand the psycholo去北gical motivation of loyal u答為sers in addition to working hard o答船n hardware and appearance.
Generally speaking, 友資there are four motivations for朋弟 consumers to choose social media:綠說 function, entertainment, social and s廠媽elf. This requires mo分雜bile phone manufacturers to strength雜畫en the connection between consumers民站 and themselves, and bui懂身ld a fan relationship with users in o資理rder to create social currency.
In the era of just need 這體purchase disappearing, every consumer&#也文39;s consumption is ultimately connec土刀ted with emotion, and the soci業又al currency formed by content operatio水車n actually represents the asset城用s shared between consumers雪通 and mobile phone man信坐ufacturers. This kind 區兒of asset enables the consumer group文近 to obtain the sharing and the us區討e satisfaction, and brings the pur樹微chase transformation to the manu草森facturer.
1. User portrait
In the era of big data on the Intern從路et, those who get users win the件樂 world. Based on the huge active u鐵跳ser data of microblog, mobil光火e phone manufacturers can mi畫音ne their users' gender, age, beha鐵動vior attributes, interests and eve錢員n psychological char文電acteristics to construct a complet服些e set of user portraits. Through contin家唱uous superposition and updating, the in化拿formatization and visual內雪ization of users can be realized頻腦, so as to achieve the goal of stron雜腦g precision marketing.
According to the report,但很 the iPhone is still the first choice子鄉 for women in first and sec數有ond tier cities, with their ages 如都ranging from 19 to 39. Vivo and opp見技o are mainly young female users in sm店森all and medium-sized cities, but Hu可書awei and Xiaomi are just the 知笑opposite. Mainstream mo物不dels such as Huawei P10, 都生glory 9 and Xiaomi 6 are mainly male 是可users. In addition, t知不he location data of users' active c大學heck-in distribution also shows tha跳可t different mobile phone users have d中雨ifferent living and working火拿 conditions.
Such user portraits also reflec看器t that manufacturers attac弟看h importance to the marketing valu懂慢e of the head spokesperson. For ex哥我ample, Xiaomi and Huaw腦河ei, the two major male users with m著務ore brands, have begun to make eff科花orts to the female market. The fans o草物f its spokesmen tend to be female users睡很, such as Wu Yifan of Xiaomi, Z子雨hang Yixing and Hu Ge of Huawei; whi嗎年le oppo and vivo, with mor微海e female users, continue to e自喝xplore the female market, an討友d prefer to choose small traf校什fic students and popular flowe厭議rs.
2. Content operation
The most effective m一筆arketing is not advertising, but to l西湖et the audience actively interest相師ed in content, covering the ne道行eds, motivation, values and other di頻到mensions.
Different from traditional TV, radi多下o, newspaper and other media, as well a書制s other forms of brand advert聽司ising (such as outdoor, building熱國, etc.), social media transforms one-請學way brand instillation mechanis器工m into dialogue mecha家理nism, integrates product inform站媽ation into interestin我金g microblog topics and 路議language forms, attracts 自她microblog users' a還睡ttention and interest, and carries out訊到 communication and i靜機nteraction with them, so as to 看她promote The spread of new products.
3. Transfer reception conv車身ersion
According to Wei Wuzhi, a real soc照上ial platform can switch 技小between the sender and the receiver家到 very quickly, but th商討e short video platform is not, and些樹 the transmission and recept農黑ion are quite different. Therefor都機e, the concepts of commun地紙ity and social netwo的子rking are different. Microblo舞謝g has a social chain, and its transmis畫飛sion and reception are ve商線ry fast.
From this point of vi票輛ew, microblog is a multiple non物微linear structure of & quot; eve科書ryone for all & quot; and each node什聽 may become the highlight and selling 朋科point of mobile phones.
Write it at the end
The content operation of mobile 你信phone manufacturers covers謝風 at least five value di他頻mensions: functional information, 校計entertainment information, so能服cial interaction, bran公什d interaction and self-co用聽ncept value, thus forming a c作月hain of "content market火從ing & mdash; customer brand 雪樹participation & mdash; brand l聽器oyalty & nbsp.
As an open social platform, micro從中blog has the inherent adv刀靜antage of deep connection w文高ith mobile phone brand. With th快吃e gradual improvement of the social e南裡cological closed loop o議站f & quo; content fans 煙我user realization, micr女員oblog has established a unique platfor男的m ecosystem, which closely int業有egrates star KOL, fans and customers wi答我th the platform.
Whether it is the star effect of the低遠 spokesperson, the traffic ef內金fect of high-quality IP, or the wo資匠rd-of-mouth effect of the bra腦拿nd, most of them still need microblo器站g as an adhesive and鄉見 amplifier. From the perspective of mob土中ile Internet user behavior, so能車cial entry level applicatio日國ns can provide insight into the devel用火opment trend of mobile phone in火計dustry, and provide reference for間黃 the marketing and pr靜藍oduct development of smart phone 區下manufacturers.