Internet + Change Mobile Phone and Buyer Relations

The mobile phone may be the most successful product that has been genetically modified by the Internet. As the “Internet +” most successful experimental field, the various games that the Internet and mobile phones combine are also a good reference for other traditional industries to transform into the Internet.

â–¡Internet Marketing

Change from consumer to fan

The first change that Internet thinking brings to the mobile phone industry is the product marketing concept. A veteran who has worked hard for many years in the mobile phone circle describes the changes brought about by Internet marketing: In the traditional mobile phone era, all the people who buy mobile phones are consumers. The transaction is completed, and the relationship between buyers and mobile phone manufacturers is over. Do not want to contact with consumers again, because that means that the product has a problem; and the era of Internet mobile phone, buy a mobile phone became a fan, transaction completion is a start, manufacturers hope that fans continue to pay attention to their own, continue to become their own new products And new service users.

Indeed, fan culture is a prominent symbol of Internet mobile marketing. Millet has "rice powder", Huawei has "pollen", Meizu has "charm friends" ... A mobile phone brand's fans told reporters that before buying a mobile phone, is to go to the store to pick, what manufacturers can only buy what, but Now in the mobile community, fans will enthusiastically discuss and give advice and suggestions. "Products will increasingly meet the 'I' idea."

This kind of internet marketing method is also a need for traditional manufacturers to learn. Yang Yuanqing, chairman and CEO of Lenovo, stated at the Association’s affidavit: “From a product-centric company to a user-centered company and from a sales product to a business customer is our new mission. The real customer is not We only have relationships with us at the time of purchase, but are active end-users who repeatedly purchase our products and are users who interact with us frequently every month, week, or even every day."

â–¡ Internet channels

Change from distributor to user

Selling on the Internet is another major feature of Internet mobile phones. This is not just a channel change, but it is actually a subversion of the product model. Traditional mobile phone manufacturers, as long as the advertising shop is enough, the distribution channel is widely spread, even a very ordinary product can sell a good sales.

The sales of Internet-enabled mobile phones directly face the users on the Internet. Yang Yuanqing described the purchase behavior of Internet consumers as follows: He went to the Internet to search for information, and used WeChat to ask his friends' suggestions. He also evaluated Taobao and JD.com's scores on buyers, and bad reviews would not be considered. He may also go directly to the manufacturer's official website, but if he is too complicated, he will leave. Sometimes it's time to visit a physical store and go online to find a lower price. Unsatisfied with the product, most of the time he is too lazy to call and will tweet on Weibo and WeChat. This kind of Internet-based consumer behavior makes it difficult for a product to succeed if it does not have enough momentum.

Another major change in the Internet channel is the precise positioning of the target population. Most of the Internet mobile phone brands have their own distinct target user groups, either "fans" or "tasteful young people" or "entry-level users." In fact, the big data analysis on the Internet sales platform can more clearly depict the special preferences of the user groups for the mobile phone brand.

â–¡ Internet pricing

Change from low price to high cost performance

The low price is often the first feeling of people on the Internet mobile phone. Because the Internet marketing method compared with the traditional advertising method of advertising, the cost is much lower. In addition, the mobile phone products of real Internet companies are often viewed as “entry”, and the primary task is to obtain user scale instead of earning profits. Therefore, starting from Xiaomi, the pricing principles of Internet mobile phones are slightly higher. The production cost is even with the cost. This makes the Internet mobile phone very competitive in price.

However, low prices are not actually patents for Internet mobile phones. Before the emergence of Internet-enabled mobile phones, another type of mobile phone that was most popular in the domestic market was operator-customized mobile phones. In operators' customized mobile phones, several hundred yuan were found everywhere. . There are domestic mobile phone manufacturers insiders told reporters that production operators customize mobile phones, manufacturers will try to reduce costs to ensure profit margins, low-cost mobile phone quality is generally not too high. However, the Internet handsets are completely different. At the same time, they need to improve quality and hardware parameters as much as possible. The pursuit is cost-effective. Otherwise, users will not pay for them.

The same is a low price, Internet mobile phones can give users a better product experience, spend less money to buy a good product, this is the most direct benefit of Internet mobile phones to consumers.

â–¡Sample Enterprise

Three steps of Internet mobile

The mobile phone industry is the oldest traditional manufacturing industry that touches the Internet, and it is also the most successful traditional industry in the Internet. In the gradual transformation of the Internet's thinking on the mobile phone industry, Meizu, Xiaomi and LeTV can basically represent the three stages of the Internet mobile phone.

The earliest to bring the concept of Internet marketing to the mobile phone industry was Meizu founder Huang Zhang. In 2009, when Meizu began to make mobile phones, the promotion of mobile phone products mainly relied on advertising. Meizu began to try a new marketing method through online community development. Fans. At that time, Meizu had the earliest product fan community in China and also received a "small and refined" Internet reputation. However, while promoting on the Internet, Meizu's product sales are mostly placed in the store channel. This model we can call it Internet phone 1.0.

What really made internet mobile phones famous is Lei Jun and his millet. It is said that some of Lei Jun’s ideas on making mobile phones came from Huang Zhang. After an improvement, the real-world mobile phone millet was born. In Xiaomi, the Internet is no longer just a window for marketing, but also the channel for sales and the foundation of sales. Xiaomi even attributes itself to Internet companies rather than mobile phone manufacturers. Millet's standard gameplay for Internet mobile phones has so far been replicated by many followers. This can be called Internet Phone 2.0.

It is LeTV who made a new exploration of the Internet mobile phone model. This company made a unique attempt. LeTV announced its own manufacturing costs by declaring that it will never make money from mobile hardware. It is also the first to bind the video content's membership service to the mobile phone and to use it as a promotion channel for its member services. Because the time is still short and the products have not been listed in batches, it is still impossible to assert the success or failure of the LeTV model. However, it is hoped that LeTV or other participants in the Internet mobile phone industry will be able to explore a new model that can be called the Internet phone 3.0.

â–¡ Sample characters

Feng Xing: Internet veterans turn around

Speaking of the changes brought about by the Internet to the mobile phone industry, no one feels deeper than Feng Xing because he once took charge of Lenovo's mobile phone business, and he made it clear that the social channels and operators have had to customize these traditional tricks. Now he is the president of LeTV Mobile, creating a new internet mobile phone model.

Let Feng Xing first feel the impact of the Internet on the traditional mobile phone companies, or the reluctant opponent - Xiaomi. In 2013, Feng Xing was still making mobile phones with Lenovo. Lenovo's mobile phone took advantage of the operator's market and won the second place in China's market share, second only to Samsung. At the time, Xiaomi was not found in the top few; then in 2014, Millet's counterattack was staggering, and it even reached several numbers across the domestic mobile phone market. Feng Xing seriously thought about it a bit, he thinks a very important reason is the ability of Internet marketing, "to allow users to participate in the entire process, the product did not come out has been extremely hot."

However, for a veteran who has worked in a traditional enterprise for many years, the acceptance of Internet thinking still needs a process. At first, for the low price strategy of LeTV, Feng Xing is still accustomed to thinking that as long as the sales volume is large enough, it can still be profitable. But when Jia Yueting said, "Who allowed you to use mobile phones to earn money?" Feng Xing realized that the original LeTV Internet model was really "hardware zero profit."

Talking about the difference between traditional mobile phone manufacturers and Internet mobile phone companies, Feng Xing believes that the relationship with buyers is the biggest difference. In traditional mobile phone companies, the relationship between the sale of mobile phones and consumers is over, but for LeTV, the sale of mobile phones means the beginning of user services.