E-five friends early eight o'clock: the sale only 10 minutes, they occupy the Jingdong sales and sales double material first; 40 minutes after the online sales have broken through the R9s all-day sales data.
This is the data created by OPPO R11 on the first day of the online e-commerce platform on June 16. At the Jingdong 618 Carnival Shopping Festival, which ended yesterday, the final data showed that OPPO mobile phone sales ranked fifth in the period from June 1st to 18th, second only to Apple, Xiaomi and Huawei. At present, the favorable rate in Jingdong has reached 97%, and the evaluation of Tmall Mall has won a high score of 4.9.
Chart: The total list of Jingdong 618 period?
OPPO online sales channels have such good data that many people are surprised! In the past two years, the report on OPPO has been overwhelming, basically a routine: the offline channel is good, and the marketing is great. Wu Qian, vice president of OPPO, also bluntly stated at a press conference that OPPO did a good job in these two aspects, but the media reports covered many essential things.
Not only this time, Jingdong 618 data, in fact, last year's double eleven days cat final data shows that the mobile phone category OPPO sales and sales amount of the day are listed in the top four. The popularity of offline sales masks good data on the line, and OPPOs are often labeled as offline channels. There are many similar misunderstandings in OPPO.
Just after the R11 conference, Ji Weiwang also interviewed Wu Qian, vice president of OPPO, during which he revealed many other aspects of OPPO that were unknown.
Marketing investment pursues efficiencyThis R11 conference can be said to have created a new history, and Zhejiang Satellite TV was released on TV live broadcast. Stars including Jay Chou, Jolin Tsai, Lin Junjie, Sun Yanzi, Li Yuchun, Lin Yilian, Wang Junkai and Li Yifeng all participated in the lineup, which is comparable to David's New Year's party. This is also known as the most ambitious mobile phone conference in history, and brought the mobile phone conference into the TV live era!
Wu Qiang did not disclose the amount spent on this conference. However, he believes that this conference is worthwhile in OPPO: First, it breaks through the traditional one-way explanation of product release. Second, through the platform of the TV directly to young users to communicate, breaking through the previous release format for the industry and the media.
Regarding the issue of the value of the input amount, Wu Qiang said that OPPO does not consider the unit price first, but first looks at this thing and does not worth it. Through this party, OPPO can not only communicate directly with young people, but also let them feel the young, energetic and fashionable feeling of OPPO. The effect of this kind can not be measured by price, we think it is worth it.
Wu Qiang added that if the young people know that this product has to pay several times or even ten times more than the party through the conventional communication channels, the price is very low through innovative and creative gameplay.
In addition to the pursuit of efficiency in the delivery mode OPPO, OPPO also pursues efficiency at the point in time. Wu Qiang said that in general, when companies are under pressure in the market, many companies cut sales and marketing expenses. We believe that we should increase marketing efforts. For example, in 2008 OPPO just entered the mobile phone industry, domestic mobile phones are very miserable, the brand is completely annihilated, all are cottage machines, no mobile phone manufacturers invested. At that time, everyone's impression of domestic mobile phones was relatively poor. OPPO increased the investment in the market at that time, and soon made our brand more known, and established a clearer style.
"The harder it is to increase market investment, but the cost is small, why? When you are not willing to vote, you will invest, the price will be small." Wu Qiang said.
Wu Qiang’s expression is also clear to the author. Why OPPO always puts resources for high-quality advertisements such as Hunan Satellite TV’s “Everydayâ€, Zhejiang Satellite TV’s “Running Man†and “China’s New Songsâ€, because such a delivery looks expensive. However, he can directly reach OPPO's young user base, avoiding a lot of invalid delivery, and maximizing the brand value. The brand premium that actually brings OPPO and consumers is quite cost-effective.
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