Text丨Ren Huaying
If you don’t look at the data, but only look at the information on the Internet, I may really think that Huawei has surpassed Apple and has become the leader in the smartphone industry. However, as a blogger in the field of technology, although I am not very famous, I have heard of relevant data and analysis reports.
So I have always commented on the Internet about Huawei surpassing Apple and even leading all kinds of information on the Internet. It’s not that I don’t believe in Huawei’s capabilities, but judging from the current situation, Huawei has the opportunity to surpass Apple, but unfortunately, Huawei did not seize this opportunity at all!
You see how many advertisements Apple has made, and everyone in the smartphone industry knows it! You can see how much publicity has been made in DJI . Can you see DJI’s billboards on the road? Everyone knows about photography and drone photography!
Look at Huawei, Huawei's popularity and reputation should be quite good, right? Can he sell products like Apple and DJI without much publicity or advertising? Apple can, DJI can, Huawei can? I think it's very unlucky! If Huawei can do it like Apple and DJI, will Yu Chengdong still use it to "brag" every day?
Yu Chengdong is an executive of Huawei, Tim Cook is an executive of Apple, Wang Tao is an founder of DJI, and the latter two have almost zero presence on the Internet, right? So I personally think that Huawei lacks something to some extent compared to Apple or DJI!
What? Eyes! Many people think that Huawei has such a huge enterprise must have a forward-looking vision, but the old saying often says that people are more popular than others! Huawei has vision, but I personally think it is still at the lower level! Of course, this "lower" is relatively speaking!
At present, many companies, including Huawei, still narrowly believe that it doesn’t matter whether my product is good or not. As long as I can promote and fool it, I can succeed. Xiaomi , after taking advantage of its price advantage, it played Internet marketing and soon became the top 500 in the world.
OV, not to mention, advertisements are almost everywhere in the streets and alleys of towns, so they can gain a foothold in the fiercely competitive mobile phone circle. The only difference between Huawei and them is that Huawei has certain products to support it, but it still has not broken out of this circle! Why didn't
jump out? Because in the past, some people have succeeded! The temptation to success is very great!
Fast-moving consumer goods everyone knows that the unified feature of these products is that the products are often not very good, but they advertise and promote them all day long, and in the end they not only have sales revenue but also considerable. In layman's terms, the money you earned after working hard for a long time is not as much as others say. If it were you, it would probably be difficult for you to get rid of this temptation.
So you see, except for Apple, other mobile phone manufacturers are basically inseparable from publicity. As long as a new product is released, the company's senior executive brand operation will be fully launched. Various publicity and various hype, and many companies have even specially built a so-called evaluation team and some bloggers with a large number of fans for this purpose. The reason why
does this is that it cannot get rid of the temptation brought by the successful case of fast-moving consumer goods. Secondly, it is because consumers are not rational enough to identify themselves! In addition, there are mixed brands in the market, so they think that the ones who are willing to advertise are the good brands!
Huawei is on the CCTV Spring Festival Gala. Then a group of people exclaimed intentionally or unintentionally, and a group of people will think that the reason why Huawei was able to appear on the CCTV Spring Festival Gala is because of its strong strength, which is a kind of endorsement of the times.
Now, can you still recite this kind of book? It's very difficult! Why? Because the market is becoming more and more transparent, coupled with the popularization of the Internet, it is very convenient for consumers to obtain information. Some publicity methods have been used once and then used, but the effect is very little.It’s like, in the past, I could get the desired result by spending 400 million, but now I can’t spend 4 billion!
Remember that last year, media broke the news that a domestic mobile phone manufacturer in revealed that the overall marketing expenses of this round of Double 11 have almost reached 800 million to 90 million . Douyin , Weibo, and various social platforms have increased their investments. In the later stage, it can be said that no one has made money.
In addition, do you feel that there are more promotional advertisements in this year's 618 than before? Personally, I feel that there are much less visible to the naked eye! So I think the way to increase sales by using publicity to increase sales is no longer feasible!
In other words, in the subsequent industry competition, the impact of publicity on the results will gradually decrease with the increase in market transparency and the recovery of user rationality. When publicity cannot drive purchasing power, what does the competition between brands depend on? Brand influence and products!
So now, is Huawei’s brand influence still more powerful than Apple’s products? Huawei lacks 5G under the suppression of the United States. How many people have left? Where did those who left go? Judging from the online data, most of them have gone to Apple.
Is Apple’s products really better than Huawei’s products? Not to mention other indicators, just one signal should be enough to persuade many people who are interested in buying Apple products to turn around and buy Huawei products.
But you see, the sales of Apple phones can easily exceed expectations every year! Even if there are constant complaints, even if there are constant singing, and even if there are constant doubts, has sales volume changed significantly in recent years? Even if there are big changes in a certain year, they are basically positive, right? What is the difference between
? It's promotion! Huawei has no chance to surpass Apple, has Mate20Pro laid the foundation for Huawei's high-end image? So since you have a high-end image and an audience, do you still need to use publicity to emphasize that you are a high-end product? Promotion is OK, but more attention should be paid to the product, so that your audience can experience it by themselves, and then spread it by word of mouth to help you promote it. Isn’t Apple a high-end one like this?
