As Chinese Spring Festival is approaching, top mobile brands in China recently invest huge in marketing strategies to boost their sales.
Vivo, major mobile company in China invites NBA player, Stephen Curry to film a vedio and post on his Weibo.
Oppo, another domestic mobile brand, tend to invite singers and movie stars with beautiful faces:
Song Jia, Chinese movie star, with the Oppo R9s [Photo by Song Jia’s Weibo]
Yangzi, Chinese star, with Oppo[Photo by Yangzi’s Weibo]
Apart from celebrity marketing, they also apply some innovative strategies to create discussion online:
Oppo made a commercial “microfilm” with English subtitles run through.
Oppo has by far reached 740 million readership, created 12.2 million discussion and is followed by 140 thousand fans on Weibo.
Vivo invests in the Happy Camp and interacts with the Netizens through the show. The Happy Camp has been the top 5 entertainment show in China for over 10 years. International celebrities as David Backham were once on the show.
Targeting the high-end market, Huawei didn’t invest much in celebrity marketing as Vivo and Oppo. Instead, it makes an advertisement on the G1373, the high speed rail runs through 5 provinces in China.
Advertisement is printed both inside and outside the trains.
The huge investment in marketing startegies was backed up by these companies’ rapid increasing market share. According to the International Data Cooperation (IDC), Huawei, Oppo and Vivo have exceeded Apple and become the top 3 smartphone venders in China since 2016.
As Huawei was recently moved to the Songshan Industrial Park, these three mobile giants are now all located in Dongguan, the city which is famous for its manufacturing industry and known as the World’s factory.
According to Dongguan Statistics Bureau, the shipment of smartphone in the city kept increasing and reached 207 million in the first three quarters of 2016. The revenue of smartphone manufacturing reached 239 billion yuan and increased 80.6% year on year.
Electronic and information manufacturing industry has become one of the major engines for the city’s development and contributed to 6.1% of the industrial growth in the first three quarters of 2016.
