The smartphone industry has long passed the era of "the fragrance of wine is not afraid of deep alleys". Whether it is domestic mobile phone brands or foreign mobile phone brands, they have invested a lot in advertising; it is also worth mentioning that mobile phone manufacturers not only invest huge advertising costs in high-end flagship mobile phones, but also have a relatively high investment in advertising on mid-range machines.
data shows that the five mobile phone brands with the highest cost of smartphone advertising in China last year were Apple , OPPO, vivo, Huawei and Xiaomi . Among them, Apple's share reached 21.4%, which is the only manufacturer that accounts for more than one-fifth; Apple's hot sales in the Chinese market, in addition to its strong product competitiveness, advertising is also a very important part.
As a member of major video websites, Xiaozhai found that even if he had a membership, the advertisement still existed; among Xiaozhai's commonly used video software, the advertisements of the iPhone 14 series smartphones often appear. Of course, the advertisements of the new Apple Watch will also appear, but the frequency is far less than that of the iPhone 14 series advertisements.
Since this year has not passed, there is no specific data on the advertising expenses of major mobile phone manufacturers. However, some industry insiders said that Apple's global marketing expenses this year are as high as more than 20 billion US dollars, which is likely to exceed 150 billion yuan in RMB, which shows that Apple's investment in marketing is still the world's leading level. The marketing expenses of
are likely to be impossible for domestic brands to do; in fact, the reason is very simple - Apple has earned more than 70% of the profits in the mobile phone industry, and most of the profits in tablets, wireless headphones, wearable devices and other fields are also made by Apple. Therefore, Apple is not only willing to invest in R&D, but also has a continuous and huge investment in marketing.
Perhaps it is not difficult for friends to find that Apple's advertising efforts on major e-commerce platforms and social platforms this year are much higher than in previous years. Perhaps it is because Apple wants to obtain a higher market share of ; at present, mainstream brands in the domestic mobile phone market and mainstream brands are focusing on the high-end mobile phone market, which poses a certain threat to Apple, so Apple's increase in advertising efforts has a positive effect on sales.
In addition, as the cycle of users changing their smartphones has been greatly extended, Apple also needs to consolidate the iPhone's impression in consumers' minds through advertising and other marketing methods, which is also one of the purposes of many manufacturers for advertising.
