In the big data of social media×↕, there are cruel stories and s✔™₩Ωecrets of the rise of mobile ph↔•one
From：
Tech Company Date：06-05 Belong to：Industry Trends
Two or three years ago, when •'∑σwe talked about the wav∑€γ★e of mobile Internet, we •&would certainly mention the popularity § of smart phones. However, in th§₹ e process of mobile phones beco↕✘↕∑ming our organs, many manufacturers ↕α₩ are experiencing the cruel story $ of their own internal organs being holα☆lowed out.
At that time, only Huawei r ¶★₩emained invincible. The once popul•§φar LETV mobile phone is in deep deb♥♠≠<t crisis, and Jinli is still struggli♦♦"→ng to save itself under the h•♦☆uge fund hole. Meizu is busy with the ∏±÷☆internal structure adjus≈γε¶tment & hellip; "∞✔& hellip; and there may not€£β★ be many opportunities☆$ left for them.
For Huawei, Xiaomi, oppo and v₩π∏÷ivo, these leaders are still fa€♣δcing the reality of negative growth in™←♣ China's smartphone market '∏last year. At presen↔∞t, it is difficult to ma×≈≥↑ke a big leap in the overall scale of ε <δmarket users, so the sto∏♥÷ck users in the wave of aircraft repl₽γ→acement become the f♥α$ocus of contention.
It is difficult to say₽γ whether a series of behavi®★λ$ors of users determine the trend of ®mobile phone reform, βε₽®or whether the mobile ±©§÷phone itself influences¶∑♠ the change of users' choice→↓→. This should be a t±★✔∑wo-way flow. Users release thβ ≤eir known selves and discover ≈ ♠✘their unknown selves.π♥ Mobile phone manufacturers need ★≈to find ways to improve brand ret ₹ ↓ention in the process of intera÷σβction with users.
User behavior constitutes an i∞ndustry barometer
Recently, Weibo and Sano, a♣↔≤↔ market research company, β≠jointly released the "2017↑£✘≤ smart phone micro report&qσuot; (hereinafter refer∞☆>red to as "the report&qu≤→£ot;). Based on the quantitative anal∞™ysis of microblog usersφ§©★' active behavior data •♦→in 2017, the report shows the changeφπ™s of China's sma♦↔✔₩rtphone market patte"&λrn. From the perspective of↑™ the stock market, the microblβ∑og is just like a barometer of β£mobile phone users' behavior in £☆±→the stock market.
1. Huawei's ov Matthew effect πγ∞ is intensified
Xiaomi has gone through the ★ '©worst times and return•≥✔$ed to the first camp. This™ ∑ fact is also confirmed by the data of ↑✔microblog user stock, increment and re®•placement retention rate.
In terms of new additions, Huawei, X∏®iaomi, vivo and oppo achieved adversδ'↓e growth, but they all increased by on€♣↑ly 1%, while the total neεσ>™w shares of other brands d∑∑↕πecreased by 3% year-on-year.
In terms of the retention rate at the ≠γλtime of replacement,♦₩ the retention rate o≈∞ γf iPhone was 5% lower t >£han that of last year, whil• e the addition and re™♦tention of the four domestic br±>ands were improved. The retentio≈• ✔n rate of Huawei and Xiao¥mi increased by 9% and 8% re™∞∏'spectively, becoming &×εthe first and second place ≥$≥in this key indicator.
With the acceleration of market share c±₩entralization of Huawei ov's φβγfour domestic brands, it is eveα♠β&n more difficult for ≠'≤subsequent echelon manufactur♠¶ers to catch up.
2. The advantage of Apple has been impacted
From the perspective of the flow dire§π'ction of phone change, both Android >≠users and IOS users have significa€≈₽ntly decreased their choice of¥× iPhone. The proportion of iPhone use÷ ≤×rs who choose Samsung after₩↔ changing their phones is o±εαnly 3%. Samsung's hig↑★♠h-end flagship has not be×∏πen able to replace the iPhone. I±δα÷nstead, the share of choφ'< osing huaovm is increasing.
3. Thousand yuan machine has becomeβ∑→ a non mainstream
According to the repo±∑rt, only 1.1% of microblog users arγΩe willing to buy mobil ₹e phones below 1000 yuan, more than 5★γ★73% of users prefer to buy mob ¶→←ile phones with a price of more t©↑Ω≥han 2500 yuan. At the sa&©≈↔me time, compared with ↓↑44% of users who will change their mobi'∞↑le phones within one year in 2016, t€≥✔he user replacement cycle is lon"♠¶♠ger, and nearly 50% of users c✔™<®hange their phones i¶≈ n two years. In addition,ββ∑ 26-35 year-old white-colα←'"lar workers have become the main force <ε©♥in 17 years, 58% of users have used at↑'☆ least five smart phones.
In fact, it also refle≤←cts that users need a material basis ÷₹§to upgrade their consumption. O♣π§n the other hand, man¶ ∑ufacturers need technological innovat✘<®ion to upgrade consumer g<↕oods, and the electronic industry ¶£σ←needs to innovate in multipγle dimensions of hardware performanc←↔σe, appearance and user experienceσΩ★.
Content marketing creates social curr↕↔×ency
Of course, in order to win iΩ∏εn the wave of aircraft replacemen±&t and improve the branδεd retention rate, we need to unders₹∑πtand the psychologica××γ l motivation of loyal users in addit₩$♦™ion to working hard on hardware and ap<€♣♥pearance.
Generally speaking, there are four m∞φotivations for consumers to choos"'©®e social media: function, enterλ±✔tainment, social and self. ♥✘™This requires mobile phone φ✔®&manufacturers to strengthen the connectσγion between consumers and the₽•±λmselves, and build a fan relatλδ↔™ionship with users in order to creπφ αate social currency.
In the era of just need purchas¥'Ωe disappearing, every consumer's co•↕β↑nsumption is ultimately connected ¥↓↔ with emotion, and th&'✔e social currency formed by cont™×ent operation actually re™"presents the assets share d between consumers an∑•≥←d mobile phone manufacturers. This k§"ind of asset enables the consumer grou₩"™λp to obtain the sharing and the♦α☆¶ use satisfaction, and brings the purcβα"hase transformation to the manufσ₩∑acturer.
1. User portrait
In the era of big data on the ≠×÷≠Internet, those who >"∞get users win the world. Bas"☆≠ ed on the huge active user data∑ of microblog, mobile phone manufacture¶÷φ∞rs can mine their users&€↓€✔#39; gender, age, behavi$™or attributes, interests↔≈™ and even psychological characteristi$★♦αcs to construct a complete set of user π¥±portraits. Through continuous superpo☆€♥sition and updating, the informaσαβ₩tization and visualizati∞∞→on of users can be real£αized, so as to achieve the goal of stσ&¶rong precision marketing.
According to the report, the iεγφPhone is still the first choice for wom₩☆₹en in first and second tier cities, wit←∏h their ages ranging from 19 to 39. ₽≠↓εVivo and oppo are mainly yo'ε÷ung female users in small an≥>δd medium-sized cities, but Huawei and σ↕Xiaomi are just the opposit♠♥e. Mainstream models such as Hu®§awei P10, glory 9 and Xiaomi 6 a ♣re mainly male users. In addition, "&the location data of users&#↓₩∏39; active check-in d♦₩istribution also shows that¥•÷♣ different mobile phone us ≤Ω±ers have different living and working ↔ φconditions.
Such user portraits also reflec↕≈≠t that manufacturers₩£± attach importance to✘♠ the marketing value of the head φ spokesperson. For example, Xiaomi anε↓d Huawei, the two major male users wi≥§♦∏th more brands, have beg₹ ∏±un to make efforts to the female ma✔±$φrket. The fans of its✔σ★ spokesmen tend to be female useγε∏÷rs, such as Wu Yifan of Xia'Ωomi, Zhang Yixing and Hu Ge of Huawe♠✘¥i; while oppo and vivo, with more feααmale users, continue≈★ to explore the female markeε≈←αt, and prefer to choose small tra><★ ffic students and popula↑♦Ωr flowers.
2. Content operation
The most effective marketing is not ad≠₽≠vertising, but to let the¶®✔ audience actively interesφ¥←ted in content, covering the needλ£←©s, motivation, values and other dim<↔®ensions.
Different from traditional TV,β λ radio, newspaper and other∞↕' media, as well as oth←♠er forms of brand adveπ₽÷rtising (such as out©"§door, building, etc.), social ©δ÷δmedia transforms one-way br✘βand instillation mechanism ≥"φπinto dialogue mechanism, integrates prπ↓☆oduct information into intΩ₩±eresting microblog topics and languag≤≈✔→e forms, attracts micrσ§×oblog users' attention and interes€ε§£t, and carries out communication and ÷"δinteraction with them, so as to©•₩ promote The spread of n¥ ew products.
3. Transfer receptio↓ε₩Ωn conversion
According to Wei Wuzhi, a real ↕¥♥social platform can switch betw✘ε♥een the sender and the receiver ♠£very quickly, but theφ₩ short video platform is not, and β₽→the transmission and reception are q←πuite different. Therefore, t₹♥he concepts of commu★•≤✔nity and social networking∏π are different. Microblog has β☆a social chain, and its tranπ≤☆smission and reception are very fast.
From this point of vieσ÷→w, microblog is a multiple nonlinear ₹εstructure of & q₩♦←≥uot; everyone for al∏l & quot; and each node ma®≥y become the highlight a₩'•nd selling point of mo←÷♦bile phones.
Write it at the end
The content operation★♦ γ of mobile phone manufacturers coverγ> ™s at least five value dimen÷ sions: functional informati>✘→≠on, entertainment informφ ↑₽ation, social interacti&β•♠on, brand interaction and sel€∞f-concept value, thus forming a cha♠•♣in of "content marketing & md↕₽£'ash; customer brand parti÷÷ αcipation & mdash; b≤•¥rand loyalty & nbsp.
As an open social plat₽ form, microblog has the inhe≥♣"§rent advantage of deep connection §∞with mobile phone br♠₽♣♦and. With the gradual improvement oγ✔β≠f the social ecological ®♥<™closed loop of & quo; coπ♥≥↕ntent fans user realization✔₽&™, microblog has establ$α↕ished a unique platform ec® £osystem, which closely integrates s÷≥tar KOL, fans and customers wiε∑Ω©th the platform.
Whether it is the star effect ofγ>$ the spokesperson, the tr®affic effect of high-qualit←ε₹¶y IP, or the word-of-mouth effε∑ect of the brand, most of them still n>'≤≈eed microblog as an ₩★adhesive and amplifier. Fr☆&≠om the perspective of mobile Int♣↑ernet user behavior,'♣ social entry level appli÷✔δcations can provide in '≤sight into the developme↔• ∞nt trend of mobile phone i↓£ndustry, and provide reference for ★←δthe marketing and prod↔ε₩uct development of smart phone manufλ↔"↑acturers.
At that time, only Huawei r ¶★₩emained invincible. The once popul•§φar LETV mobile phone is in deep deb♥♠≠<t crisis, and Jinli is still struggli♦♦"→ng to save itself under the h•♦☆uge fund hole. Meizu is busy with the ∏±÷☆internal structure adjus≈γε¶tment & hellip; "∞✔& hellip; and there may not€£β★ be many opportunities☆$ left for them.
For Huawei, Xiaomi, oppo and v₩π∏÷ivo, these leaders are still fa€♣δcing the reality of negative growth in™←♣ China's smartphone market '∏last year. At presen↔∞t, it is difficult to ma×≈≥↑ke a big leap in the overall scale of ε <δmarket users, so the sto∏♥÷ck users in the wave of aircraft repl₽γ→acement become the f♥α$ocus of contention.
It is difficult to say₽γ whether a series of behavi®★λ$ors of users determine the trend of ®mobile phone reform, βε₽®or whether the mobile ±©§÷phone itself influences¶∑♠ the change of users' choice→↓→. This should be a t±★✔∑wo-way flow. Users release thβ ≤eir known selves and discover ≈ ♠✘their unknown selves.π♥ Mobile phone manufacturers need ★≈to find ways to improve brand ret ₹ ↓ention in the process of intera÷σβction with users.
User behavior constitutes an i∞ndustry barometer
Recently, Weibo and Sano, a♣↔≤↔ market research company, β≠jointly released the "2017↑£✘≤ smart phone micro report&qσuot; (hereinafter refer∞☆>red to as "the report&qu≤→£ot;). Based on the quantitative anal∞™ysis of microblog usersφ§©★' active behavior data •♦→in 2017, the report shows the changeφπ™s of China's sma♦↔✔₩rtphone market patte"&λrn. From the perspective of↑™ the stock market, the microblβ∑og is just like a barometer of β£mobile phone users' behavior in £☆±→the stock market.
1. Huawei's ov Matthew effect πγ∞ is intensified
Xiaomi has gone through the ★ '©worst times and return•≥✔$ed to the first camp. This™ ∑ fact is also confirmed by the data of ↑✔microblog user stock, increment and re®•placement retention rate.
In terms of new additions, Huawei, X∏®iaomi, vivo and oppo achieved adversδ'↓e growth, but they all increased by on€♣↑ly 1%, while the total neεσ>™w shares of other brands d∑∑↕πecreased by 3% year-on-year.
In terms of the retention rate at the ≠γλtime of replacement,♦₩ the retention rate o≈∞ γf iPhone was 5% lower t >£han that of last year, whil• e the addition and re™♦tention of the four domestic br±>ands were improved. The retentio≈• ✔n rate of Huawei and Xiao¥mi increased by 9% and 8% re™∞∏'spectively, becoming &×εthe first and second place ≥$≥in this key indicator.
With the acceleration of market share c±₩entralization of Huawei ov's φβγfour domestic brands, it is eveα♠β&n more difficult for ≠'≤subsequent echelon manufactur♠¶ers to catch up.
2. The advantage of Apple has been impacted
From the perspective of the flow dire§π'ction of phone change, both Android >≠users and IOS users have significa€≈₽ntly decreased their choice of¥× iPhone. The proportion of iPhone use÷ ≤×rs who choose Samsung after₩↔ changing their phones is o±εαnly 3%. Samsung's hig↑★♠h-end flagship has not be×∏πen able to replace the iPhone. I±δα÷nstead, the share of choφ'< osing huaovm is increasing.
3. Thousand yuan machine has becomeβ∑→ a non mainstream
According to the repo±∑rt, only 1.1% of microblog users arγΩe willing to buy mobil ₹e phones below 1000 yuan, more than 5★γ★73% of users prefer to buy mob ¶→←ile phones with a price of more t©↑Ω≥han 2500 yuan. At the sa&©≈↔me time, compared with ↓↑44% of users who will change their mobi'∞↑le phones within one year in 2016, t€≥✔he user replacement cycle is lon"♠¶♠ger, and nearly 50% of users c✔™<®hange their phones i¶≈ n two years. In addition,ββ∑ 26-35 year-old white-colα←'"lar workers have become the main force <ε©♥in 17 years, 58% of users have used at↑'☆ least five smart phones.
In fact, it also refle≤←cts that users need a material basis ÷₹§to upgrade their consumption. O♣π§n the other hand, man¶ ∑ufacturers need technological innovat✘<®ion to upgrade consumer g<↕oods, and the electronic industry ¶£σ←needs to innovate in multipγle dimensions of hardware performanc←↔σe, appearance and user experienceσΩ★.
Content marketing creates social curr↕↔×ency
Of course, in order to win iΩ∏εn the wave of aircraft replacemen±&t and improve the branδεd retention rate, we need to unders₹∑πtand the psychologica××γ l motivation of loyal users in addit₩$♦™ion to working hard on hardware and ap<€♣♥pearance.
Generally speaking, there are four m∞φotivations for consumers to choos"'©®e social media: function, enterλ±✔tainment, social and self. ♥✘™This requires mobile phone φ✔®&manufacturers to strengthen the connectσγion between consumers and the₽•±λmselves, and build a fan relatλδ↔™ionship with users in order to creπφ αate social currency.
In the era of just need purchas¥'Ωe disappearing, every consumer's co•↕β↑nsumption is ultimately connected ¥↓↔ with emotion, and th&'✔e social currency formed by cont™×ent operation actually re™"presents the assets share d between consumers an∑•≥←d mobile phone manufacturers. This k§"ind of asset enables the consumer grou₩"™λp to obtain the sharing and the♦α☆¶ use satisfaction, and brings the purcβα"hase transformation to the manufσ₩∑acturer.
1. User portrait
In the era of big data on the ≠×÷≠Internet, those who >"∞get users win the world. Bas"☆≠ ed on the huge active user data∑ of microblog, mobile phone manufacture¶÷φ∞rs can mine their users&€↓€✔#39; gender, age, behavi$™or attributes, interests↔≈™ and even psychological characteristi$★♦αcs to construct a complete set of user π¥±portraits. Through continuous superpo☆€♥sition and updating, the informaσαβ₩tization and visualizati∞∞→on of users can be real£αized, so as to achieve the goal of stσ&¶rong precision marketing.
According to the report, the iεγφPhone is still the first choice for wom₩☆₹en in first and second tier cities, wit←∏h their ages ranging from 19 to 39. ₽≠↓εVivo and oppo are mainly yo'ε÷ung female users in small an≥>δd medium-sized cities, but Huawei and σ↕Xiaomi are just the opposit♠♥e. Mainstream models such as Hu®§awei P10, glory 9 and Xiaomi 6 a ♣re mainly male users. In addition, "&the location data of users&#↓₩∏39; active check-in d♦₩istribution also shows that¥•÷♣ different mobile phone us ≤Ω±ers have different living and working ↔ φconditions.
Such user portraits also reflec↕≈≠t that manufacturers₩£± attach importance to✘♠ the marketing value of the head φ spokesperson. For example, Xiaomi anε↓d Huawei, the two major male users wi≥§♦∏th more brands, have beg₹ ∏±un to make efforts to the female ma✔±$φrket. The fans of its✔σ★ spokesmen tend to be female useγε∏÷rs, such as Wu Yifan of Xia'Ωomi, Zhang Yixing and Hu Ge of Huawe♠✘¥i; while oppo and vivo, with more feααmale users, continue≈★ to explore the female markeε≈←αt, and prefer to choose small tra><★ ffic students and popula↑♦Ωr flowers.
2. Content operation
The most effective marketing is not ad≠₽≠vertising, but to let the¶®✔ audience actively interesφ¥←ted in content, covering the needλ£←©s, motivation, values and other dim<↔®ensions.
Different from traditional TV,β λ radio, newspaper and other∞↕' media, as well as oth←♠er forms of brand adveπ₽÷rtising (such as out©"§door, building, etc.), social ©δ÷δmedia transforms one-way br✘βand instillation mechanism ≥"φπinto dialogue mechanism, integrates prπ↓☆oduct information into intΩ₩±eresting microblog topics and languag≤≈✔→e forms, attracts micrσ§×oblog users' attention and interes€ε§£t, and carries out communication and ÷"δinteraction with them, so as to©•₩ promote The spread of n¥ ew products.
3. Transfer receptio↓ε₩Ωn conversion
According to Wei Wuzhi, a real ↕¥♥social platform can switch betw✘ε♥een the sender and the receiver ♠£very quickly, but theφ₩ short video platform is not, and β₽→the transmission and reception are q←πuite different. Therefore, t₹♥he concepts of commu★•≤✔nity and social networking∏π are different. Microblog has β☆a social chain, and its tranπ≤☆smission and reception are very fast.
From this point of vieσ÷→w, microblog is a multiple nonlinear ₹εstructure of & q₩♦←≥uot; everyone for al∏l & quot; and each node ma®≥y become the highlight a₩'•nd selling point of mo←÷♦bile phones.
Write it at the end
The content operation★♦ γ of mobile phone manufacturers coverγ> ™s at least five value dimen÷ sions: functional informati>✘→≠on, entertainment informφ ↑₽ation, social interacti&β•♠on, brand interaction and sel€∞f-concept value, thus forming a cha♠•♣in of "content marketing & md↕₽£'ash; customer brand parti÷÷ αcipation & mdash; b≤•¥rand loyalty & nbsp.
As an open social plat₽ form, microblog has the inhe≥♣"§rent advantage of deep connection §∞with mobile phone br♠₽♣♦and. With the gradual improvement oγ✔β≠f the social ecological ®♥<™closed loop of & quo; coπ♥≥↕ntent fans user realization✔₽&™, microblog has establ$α↕ished a unique platform ec® £osystem, which closely integrates s÷≥tar KOL, fans and customers wiε∑Ω©th the platform.
Whether it is the star effect ofγ>$ the spokesperson, the tr®affic effect of high-qualit←ε₹¶y IP, or the word-of-mouth effε∑ect of the brand, most of them still n>'≤≈eed microblog as an ₩★adhesive and amplifier. Fr☆&≠om the perspective of mobile Int♣↑ernet user behavior,'♣ social entry level appli÷✔δcations can provide in '≤sight into the developme↔• ∞nt trend of mobile phone i↓£ndustry, and provide reference for ★←δthe marketing and prod↔ε₩uct development of smart phone manufλ↔"↑acturers.
