After any mobile phone is released on the market, manufacturers usually have a lot of publicity. These publicity are pre-market and post-market. For manufacturers, it is only natural to boast about their own products. If they encounter e-commerce promotions such as Double Eleven or 618, they have to rack their brains every year to dig out the words. However, as far as users are concerned, many of the manufacturers' propaganda methods and self-puffing are often more confusing, which also creates difficulties for users in their choices.
In fact, whether you want to grab the starter or want to be a party, after a price reduction promotion, after considering buying, users always want to have enough knowledge about a product before starting, including this Features and functions of the product, and even actual sales, etc. Of course, due to the mismatch of information, the manufacturer cannot disclose all the information to you, so at this time we may be able to see some clues from the mobile phone manufacturer’s publicity methods and even product strategies, so that our shopping can be more targeted. sex.
Let's talk about the typical routines of the manufacturers, and in the tricks of these manufacturers, we can get many things that the manufacturers don't want you to know.
No doubt, there must be none that is not advertised.
For manufacturers, a mobile phone will exaggerate the existing specifications as much as possible. It is impossible to lack some public information, such as chip model, memory and storage capacity , Screen specifications, etc. However, it should be noted that if the details of some specifications are not bright spots, then the manufacturer's approach is also very simple, and it is enough not to mention it during the release or promotion.
is more typical of Xiaomi 's cost-effective brand Redmi . When the K40 was released, Xiaomi called the K40 screen the best straight OLED screen with 120Hz refresh rate, highest brightness, and color accuracy. All parameters are marked out. But what is very strange is that Xiaomi did not mention the screen resolution at all at the press conference. As a result, we checked it ourselves and it turned out that it was only FHD+, that is, the level of 1080P.
Why didn't Xiaomi mention it? Because the K40 series was blown by Xiaomi as the flagship mobile phone with high cost performance,But the real flagship mobile phone screens are all QHD+, with a resolution of about 3200×1440. Because of the cost, the K40 series can only use 1080P resolution screens, but this is not in line with the flagship positioning. After all, mid-range phones use too many 120Hz FHD+ OLED screens, so Xiaomi simply omitted the resolution.
Another obvious example is the P50 series of Huawei . In the past, when Huawei released its flagship phones, in order to boast of its camera performance, it always said that its sensors are more than X. The dimensions are all blown out at the press conference. But at this P50 series conference, Huawei skipped the sensor specifications directly. Why? It’s very simple because Huawei’s sensor specifications have actually fallen behind. At present, the strongest sensor is and millet 11 Ultra , so Huawei doesn’t mention the sensor at all, and only talks about pixel values and calculated photography.
Of course, we can understand this approach of manufacturers. After all, no one is willing to show their shortcomings, but this is indeed easy to cause a lot of misunderstandings for users. So everyone should remember now, as long as the manufacturer is vague in some key hardware specifications and functional parameters, this part will inevitably be relatively weak and may not meet the expectations of users.
After the listing, the exposure rate is still relatively high? Sales seem to be urgent
Generally speaking, mobile phone manufacturers will expose some information before they go public, or acquiesce in some big V exposure information, and even some big V are first-hand news obtained through the manufacturer’s channels. Come to break the news, in fact, it can be regarded as a microphone for the manufacturer. Normally, at the same time that the mobile phone product is released, the major media can release evaluation reports. After all, the evaluation prototype has arrived long ago, and various functions are usually tested within a week.
At this time, usually manufacturers will not post any more press releases. At most, the media is okay to find a topic to play with. However, it should be noted that if a mobile phone product is on the market for a while, the major media are still testing it like a new phone or publishing articles that boast like a draft.In all likelihood, it is an official demand, that is, to continue to send soft papers to the money. The most likely reason for this situation is that the sales volume of this phone is not so good after it went on the market.
It is more obvious that a certain flagship mobile phone released by a certain manufacturer before, the sales of the three models are not good, the typical high price and high matching, the highest so-called perfect version sells for 7,999 yuan. For the models that went on the market in August, in September and October, you can still see very official tweets in many media. This is obviously because the manufacturers are reluctant to discount, so the media needs to bring another wave of sales. Looking at the data of JD.com, the evaluation is more than 20,000, and it has been more than a month since it started to sell. Obviously, sales are a bit of a headache.
It can basically be considered that if a certain model of mobile phone in China, after a period of time after being listed, if we can still see a not low exposure rate, it means that the mobile phone is indeed not selling well, at least not reaching the manufacturer’s expected. As for the exposure rate, manufacturers are willing to pay, and the media will naturally not be stingy with their own layout and text. But generally speaking, it is more difficult for this phone to achieve high sales. After all, in many cases, the tap water of various forums is more helpful for sales.
Of course, there are exceptions. For example, Apple’s mobile phones are used by the media as content from time to time. Apple is the kind of disdain for advertising, but no domestic manufacturer can compare with Apple. There is no mobile phone that can compare with the iPhone of the year in terms of popularity. Is there a mobile phone that has poor sales but is more Buddhist? Yes, isn't the same for vivo and OPPO , but other people guarantee the bottom of the channel offline!
Push two generations of flagships a year? How miserable the previous generation is.
Many users are willing to wait a while to see the reputation of the product if they are unwilling to buy a starter machine, and to see if there are any leaks in the price reduction. Generally speaking, manufacturers will launch a generation of products on a series or products with the same positioning every year, which is more in line with everyone's perception. It would be almost unthinkable if two products with the same positioning and even models can be passed down in one year.
It is impossible for general manufacturers to launch two generations of flagship products within a year, because this will greatly affect sales. If iPhone 13 and iPhone 12 were launched in the same year, who would buy the iPhone 12? Of course, there is only one exception, that is, the sales and performance of the previous generation of products are terrible, and even manufacturers do not want to see this stuff, and will soon launch a new generation of product replacement.
There is really a mobile phone manufacturer that did this this year, and that is vivo. It launched the X60 series in the first half of the year and the X70 series in the second half of the year. This directly caused the X60 series to die. I will buy the X60 series if there are too many. Moreover, both the X60 and X70 generations use Samsung Exynos 1080 chips. The performance difference between the two generations of products is minimal even for the highest-end models. This can only be said that the original X60 was not acceptable to the market.
In this situation, it is definitely impossible for users to buy X60, but at the same time they will have a serious sense of distrust of the products of this series. what. Therefore, individuals would not be optimistic about the market performance of the X70 series. In two or three months, what if vivo launches another X80 series of the Snapdragon 898? X70 is going to be thrown again? So it's really not clear what the brain circuit of vivo's product strategy is, and how to look at the flagship product.
Of course, digital products are also played like this by other manufacturers, and they also play well. For example, Intel is doing processors like this. Two generations a year, I don’t care if you buy it or not. Anyway, it’s always on the market. Own product. But mobile phones cannot be compared with CPUs, and no one can have the same position in the mobile phone market as Intel in the field of processors. However, it can also be seen that the X60 of vivo must be very miserable.
One piece of hardware used repeatedly? Mostly, there is more inventory.
We can often see it at press conferences on the court. When manufacturers boast about certain functions, although the words are superfluous, they are still the same at first glance. Generally speaking, manufacturers will say that this product is indeed good, extremely good, so we continue to explore its performance and potential. You can choose to believe a part of this kind of vocabulary. At least we can think that although things are old, they are indeed up to the standard, otherwise the manufacturers will not dare to use them; but another subtext is: the manufacturer has purchased too much before, and it is not worth it if it is not used. , Can’t keep the inventory and eat ashes, right?
For example, OPPO’s Reno 5 Pro+ last year used an IMX 766 sensor with 50 megapixels, and the picture quality was good. But then OPPO can be said to be out of control. Two IMX 766s were directly used as the main camera on Find X3. At that time, we said that IMX 766 seems to have a lot of OPPO inventory, otherwise it would not be used directly on Find X3. This also shows that the shipment volume of Reno 5 Pro+ is not good.
But in addition to the Find X3 series, OPPO then used the IMX 766 sensor on the OnePlus 9 series and the Realme GT Master Exploration Edition. In addition, the high-end products of the Reno 6 series are still this sensor. All of these have been replaced and used the same hardware. On the one hand, we can naturally think that OPPO is very satisfied with the performance of this sensor, but on the other hand we can still be sure that OPPO has a lot of inventory of this sensor...
This kind of situation will hardly appear in Apple, but it is indeed very rare to be like OPPO. Although IMX 766 is considered to be an exclusive period for OPPO customization, but repeated use of it, it is estimated that OPPO itself is a bit too big . At least for users who want to make a breakthrough in taking pictures on their mobile phones, seeing that so many phones under OPPO use this sensor, what else is necessary for upgrading? Don’t believe the manufacturer’s bragging at this time.The hardware hasn't changed. If you want to say how fast the function will be, it is estimated that the manufacturers themselves will not be able to blow it down.
Is the battle report specific to a certain time period? This brand is definitely not popular.
Finally, I will introduce the popular report writing routines. Generally speaking, after a mobile phone is first launched or during an e-commerce promotion season, it is normal to send a battle report to brag about yourself. Xiaomi has done a good job in this matter. Basically every year, the final big winner of each price on Tmall or JD is Xiaomi, so Xiaomi is relatively straightforward. At most, it distinguishes between different price points, which can be very high at first glance.
However, some manufacturers have participated in e-commerce activities, but the sales volume in the end is mediocre, so how do you blow? It's also easy to handle...so we often see some manufacturers say what they have achieved in a certain period of time, even this period of time is only 40 minutes! Or set yourself a very funny range limit, for example, between XXX yuan and XXX yuan, the result is less than 500 yuan. After all, if you expand these scopes a little bit, these manufacturers will not be able to compare with their friends. It can only be said that PRs are also racking their brains.
If you encounter this kind of battle report, don't doubt it, you can be sure that the sales of this brand's mobile phones in the promotion activities are relatively poor, otherwise, it is enough to show it honestly like Xiaomi and Huawei. It's because I can't show my achievements, so I can only scratch the words in the battle report. If you see such a battle report in the media, then don't think about the mobile phone brand. If the design of the mobile phone is not good, it will not sell well. You just know how to advertise the word and what kind of mobile phone is still sold? Why don't you change your career to become a media company?
Here is another interesting example. Before glory once stated that it had returned to the top three in the domestic market, and the evidence was given in the last week of July Sales are among the top three in the country. Obviously this is also a reason to find out desperately. Congratulations to Glory... In addition, a recent data from Glory stated that the national sales volume of Glory in August has exceeded 15%.Reached the top three in the country. Well, if you want to calculate the sales volume in a single month or even a single week, and use this to evaluate the status and market share of mobile phone manufacturers in the industry, then Apple probably has something to say!
is written at the end
has said so much, it doesn't have much meaning to say, at least we don't think it will have any impact on manufacturers. It's just that most of the time, manufacturers will use information asymmetry to create some vague concepts for users in propaganda. And we just hope that by understanding the routines used by these manufacturers, users can have a clearer understanding of a product, or have a better understanding of a product before and after it is released.
In addition, we must say that most of the time, the so-called cost-effectiveness is for a reason. The manufacturer can hold down the price, although there are factors that reduce profits, but the most important thing is that the cost can be achieved. The only prerequisite for lowering costs is to use cheaper parts, such as screens, sensors and other places that we have not paid attention to... Of course, there are exceptions to certain manufacturers who want to make money. After all, increasing prices is a simpler thing than reducing costs. .
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