This is not only a simple ranking, but Xiaomi is the pioneer of the “Internet modelâ€. OPPO and vivo are typical representatives of the intensive channel. After the ranking change, it is actually a market game between the two channels. It is the offline channel that has once again dominated the voice of the mobile phone market.
However, along with the OPPO "" famous" there is a series of question marks, why is OPPO selling so well? How to do OPPO offline channels? Is the OPPO's function copied?
Good business of county agents: earning 400 yuan for one R9
Jixian County is an ordinary county town under the Jinzhong City of Shanxi Province. The city is home to about 50,000 people. Ge Zhongyi (a pseudonym) is the owner of a mobile phone chain store. After seven or eight years in this industry, he opened the store in the center of the county, with an area of ​​more than 200 square meters. There are no more than five stores in this county.
In 2010, Ge Boss began to operate OPPO mobile phones. However, at that time, people's consumption level was not high, and the OPPO with high price was not very good at local sales. However, since last summer, Ge boss has noticed that OPPO's “ordering rate†is very high. “A lot of users will be named OPPO after they arrive at the store, and sales are getting better and better.â€
Unlike vivo, which is a county-level retailer, it can be obtained directly from provincial agents. Without a middleman to make a difference, Ge boss sells a mobile phone with a lucrative profit. The hot-selling R9 can earn three or four hundred yuan. The marketing staff in the store, Ge boss only pays the basic salary, the commission of the mobile phone, is the marketing staff directly holding the warranty card and OPPO payment, usually, for every machine sold, can earn 80 yuan.
At the end of 2015, in order to absorb momentum, Ge Bo has the idea of ​​advertising. He found the OPPO staff in the county office to discuss, and finally "I promised to sell a certain amount, they gave me a bus advertisement for free." The bus is OPPO mobile advertising. On the one hand, the promotion of the store is very effective. That month, the store sold 370 OPPOs, compared with only 200 units in the previous month, an increase of 85% from the usual.
Among the many mobile phone manufacturers that Ge boss has dealt with, OPPO is the best in all aspects. Not only is the profit high, but also the advertising investment, it also has a policy of insuring. "For example, if you enter 10 mobile phones at 1,000 yuan, the price will be reduced to 800 yuan when you sell 5 units, and 200 yuan for the loss. You can directly deduct the purchase price when you purchase the goods next time." "When the R9 first came out, we took 2350 yuan cost of purchase, the original price of 2799 sold, there are more than 400 yuan profit, after the launch of new products in June, R9 price cut to 2299 yuan, and OPPO will give 350 yuan per unit for the remaining mobile phones."
The policy of insured is very useful in a small county like Jixian. Ge Bo said that LeTV and Jinli, which have insured prices and high profits, are hot brands in the local area, while Huawei, which has no insurance policy, and Xiaomi, which has almost no profit, are cold in the local area.
Four-line and five-line cities accounted for nearly 40% of sales
"What mobile phone do you use now?" In a WeChat group, there was such a message.
This is the 25-year-old Song Yu. As a person who has contact with the mobile phone industry, Song Wei often asks her to recommend her when she buys a mobile phone. One day when everyone discussed the mobile phone, she made a whim and asked so curiously. The answer that jumped out surprised her.
Apple, OPPO, Apple, OPPO, OPPO, OPPO... Count down, in this group of 18 people, there are actually 13 people using OPPO mobile phones. Song Yu’s home is in Huzhou City, Zhejiang Province. She did not expect OPPO to be so popular in the local area.
Song Yu’s surprise is not surprising in Ge’s boss. Ge Bo, who has access to the local first-line sales data, OPPO is selling all the way. He is looking at it and earning it. “Ji County can sell 2,000 mobile phones a month, of which OPPO accounts for 40%, ranking second. Vivo's market share is around 15-20%, and the entire county now has about 40 to 50 OPPO points of sale."
"This year is the hottest year for OPPO. Our store now has 7 OPPO mobile phones for sale, and R9 and R9 Plus are in short supply." The market is so good, Ge boss wants to get more goods, but there are too many dealerships, "R series We want seven or eight units a week, but the provincial generation can only give three or four units."
Huzhou, Zhejiang, and Jixian, Shanxi, although the two cities are in the east and the other in the north, but in the statistics of Kantar Worldpanel Com Tech in the research institutions, they belong to the cities below T3. Liang Yaguang, director of consumer research at Kantar Worldpanel ComTech, said that OPPO's efforts in low-tier cities can be seen from the proportion of stock users.
“The sales of the T1—T5 cities in the entire mobile phone market are very average (31.1% for T1-T2 cities, 35.4% for T3 cities, and 33.5% for T4-T5 cities), but OPPO’s performance is that T4-T5 accounts for nearly half of it (47.8). %) sales, T3 ratio is also as high as 34.7%, T1-T2 market is only 17.5%." Liang Yaguang feels the biggest change is that the proportion of 5-line cities in OPPO total sales, a year ago the number is still 1.8% It is now as high as 12.6%.
Pulling out from the "machine sea"
In 2015, it was a year when domestic mobile phones made a big splash. Compared with the difficulty of competition in the domestic Red Sea market, it is much easier to achieve a 10% sales increase through some blue ocean markets such as India. However, when mobile phone manufacturers frequently broke the news, OPPO sold 50 million sales, and the market share increased by several percentage points.
The change of OPPO this year is very obvious: In 2014, OPPO has four product lines of R series, Find series, A series and N series. In the blink of an eye, the only one of the "R" series is the one-man show. However, outside the conference, OPPO's A series (A3, A5) is also updated.
This product strategy runs counter to other domestic mobile phone manufacturers. Because Xiaomi, Huawei, Meizu, especially the previous single-product strategy hammer, one plus, etc. are all boosting sales by increasing the product line, OPPO has been cutting the product line, focusing on a series.
In response, OPPO responded to the "IT Times" reporter, "The machine and the explosion are from Samsung and Apple. We are not the first to eat crabs, just simple focus, can support the brand premium. The price segment, the power of the whole company, to serve our young target users."
Another OPPO related person disclosed more information to the reporter. "We have invested a lot in some products, but the return has not met expectations." "From the market feedback, whether it is last year's R7 series, this year The R9 series products are the best in terms of market share and user reputation." "It is better to focus on the R series than to distract from a variety of products. This is also the product development concept of 'starting from the user', instead of Blindly pursue the rhythm of rapid iteration."
Such product strategies have a significant effect. Liang Yaguang said that in June last year, OPPO market share was only 2.3 percentage points. After one year, the data increased to 9.1 percentage points. If you only look at OPPO's performance in the price range of 2,000 yuan to 3,000 yuan this year, the data is more eye-catching. “In June last year, OPPO accounted for only 3% of the market segment, but in June this year, OPPO market share was as high as 20%.â€
In the eyes of the industry, OPPO's valuable point is not to make the explosives more successful, but to be able to withdraw in time and resist the pressure to choose the explosives in the sea tactics. In fact, this "decisive" style of behavior can be seen in the early years. In the process of 3G to 4G transformation, OPPO is the only domestic mobile phone manufacturer that cut off the 3G product line earlier (December 2013).
New hidden worry
Can the “interest community†control all channels?
The channel map of OPPO is not complicated. Through the upstream and downstream of Ge boss, you can deduce the social channel structure of OPPO, OPPO-provincial-Ge boss-user, although there are OPPO offices in Jixian, these offices are only responsible for the direct supply to the province. Economically strong counties provide terminal construction (hard terminal construction, promoters, etc.) and marketing work (promotional materials, promotional activities, etc.), and at the same time in some economically weak counties and township markets, for secondary agents to distribute goods.
The relationship between OPPO and channels can be traced back to the BBK period. After the establishment of OPPO, many secondary agents, suppliers and employees of BBK became the provincial party of OPPO. The relationship between OPPO and the provincial government is stable, some of which are more than 10 years old, and some agents hold shares in OPPO.
The way in which agents hold shares makes the two parties stand together because of their interests. In the eyes of the industry, to a certain extent, this approach not only enhances the control of the channel, but also suppresses the phenomenon of price disorder and stockpile. occur. This method has also led to the emulation of other manufacturers. Coolpad has reached a community of interests through participation in the channel and increased the enthusiasm and proportion of sales in the social channel.
When OPPO expressed its relationship with reporters, it described this as “How many years of mutual support and cooperation is good. Whether it is corporate culture or business philosophy, there is a very high degree of recognition.â€
In addition, OPPO's maintenance of the interests of agents is not comparable to that of the average manufacturer. A staff member of OPPO told reporters that in order to prevent the impact of online sales on the offline, "we will deduct the online sales revenue from the cost and return the profits to the local agents."
This finally results in the results of sales, making other mobile phone manufacturers jealous. A former employee of Huawei said, "Huawei's terminal channel management is not as good as OPPO and vivo. In the second half of last year and last year, the county changed the machine and the physical channel was revived. The manufacturers with physical channels made great profits; last year Q4 arrived. This year, the tide of township change, Huawei basically blinked, OPPO, vivo in these places in a quasi-monopoly state, and Jin Li also used salted fish to turn over. Huawei P9 if OPPO to operate, three months is estimated to be no problem."
However, Ge’s boss, who earned a lot of money, began to have new concerns. According to media reports, at the end of 2014, OPPO had nearly 140,000 sales outlets, which had surged to 200,000 by the end of 2015. Looking at the small county towns are full of OPPO outlets, Ge boss has found that there are stores relying on price cuts to grab sales, compared to the provincial level of the impregnable, how do these less than one year of outlets agree with OPPO values?
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