-
Inviting traffic stars to endorse is one of the most common marketing methods in the mobile phone industry. Nowadays, among the popular star artists, almost everyone has one or two mobile phone brands behind them. Using the fan effect of stars to increase the sales of their products will indeed have an effect in many cases.
However, when China Unicom, as a traditional operator, suddenly started the marketing strategy of celebrity spokesperson, it still gave people a little different feeling. As the weakest operator in China, Unicom wants to use the Internet to achieve counter-attack?
After the official announcement, Unicom gave Ebo the title of "China Unicom Brand Partner", which sounded a little higher than the simple "spokesperson".
It is worth mentioning that since March last year, Yibo officially announced that it has become the global spokesperson of Xiaomi's brand Redmi. Over the past year, EBO Weibo's small tail models include K40 Pro, K40, Note 9 Pro, 10X, etc.
In addition, in addition to announcing Yibo as the spokesperson, China Unicom also launched a new package called "Wopai Star Burning Card", which is said to be created by Generation Z, that is, young users.
But to be honest, from the perspective of tariffs and package content, the cost performance of Wopai star fuel card is relatively average, and more seems to be the "premium" of Yibo.
Of course, for the fan group, it seems to be a small benefit to send the pre-stored phone bill to the star to customize the surrounding area.
In fact, strictly speaking, this is not the first time Unicom has invited a spokesperson. Before Ebo, China Unicom's "innovation partner" was Lu Han.
China Mobile also invited Kun to be a "partner" before, and M-Zone also invited Jay Chou to speak for it in the early years, claiming to be the most successful marketing case in the history of communication.
Compared with mobile phone manufacturers and Internet vendors, operators who have been rooted in the communication industry for many years have many characteristics of traditional enterprises and have not been very good at Internet marketing. Among the three major operators, China Mobile has the strongest strength, crushing the other two rivals in revenue and profit; Telecom is not as good as mobile in the field of mobile communication, but it still has great advantages in fixed-line and broadband markets; Unicom's current business is actually in a weak position.
In the absence of favorable conditions, China Unicom can only take an unusual path if it wants to go against the trend. China Unicom began to try Internet packages from 20 16, and gained popularity with its low traffic and channel traffic of cooperative Internet vendors. Tencent Dawang Card, which is still on sale today, has more than 654.38 billion users.
Two years ago, China Unicom successfully launched a wave of Internet packages, followed by Telecom, and the two operators launched hundreds of Internet packages.
Compared with traditional packages, Internet packages are characterized by lower tariffs on the one hand, increasing the benefits of free streaming of specific apps, and focusing on young users on the other. Internet packages did not even appear in official website at the initial stage. Operators and users usually use the corresponding Internet app as the channel.
In addition to Internet packages and marketing, China Unicom is also more grounded. In 20 19, the official number of China Unicom officially settled in Bali, and quickly became one with netizens. The short video released by China Unicom is closely related to the daily work and life of employees, and is closely integrated with Internet hotspots. Its style is mainly humorous, without the shelf of traditional big factories and state-owned enterprises, which has attracted a lot of popularity.
Today, the number of fans of Unicom's official account has exceeded 400,000, and the maximum playback volume of a single video has exceeded 700,000.
In contrast, the official number of China Mobile has been in business for more than half a year, but the number of fans is only about 5,000, and most of the videos are still in three digits. China Telecom entered China Unicom at the latest, and its video style is somewhat similar to that of China Unicom, but the number of fans and video playback is still a little worse than that of China Unicom.
In addition, on the mobile App, Unicom is also more "Internet-oriented". China Unicom's mobile phone business hall App, in addition to the daily phone bill inquiry, business processing functions, but also added entertainment centers, shopping malls and other modules.
In other words, users can watch online videos and live broadcasts, play games, listen to music, read books and shop without streaming media when they open the Unicom mobile phone business hall. To some extent, it is no different from all kinds of super apps on the market.
Generally speaking, mobile communication is a highly mature market. According to the latest data released by the three major operators, the total number of mobile number card users is close to 654.38+06 billion, which exceeds the total population of China, which means that a large number of users hold more than one number card.
In this way, the domestic mobile communication industry is already a stock market, and it is quite difficult to obtain the increment. Young users may be the most valuable part of the increment. Due to the relatively special educational environment in China, many people have their first smart phones and mobile phone cards since they entered the university campus.
According to the statistics of relevant departments, the number of prospective college students in China is about 9 million+every year. It is precisely because of this that the three major operators launch a fierce offensive against freshmen every year. Compared with social packages, campus packages will have more profits in terms of tariffs.
When all the main sites are divided up, there are still many possibilities in the campus market, which can easily become the battlefield for the three major operators. For a long time, legal or unfair competition among operators on campus is not uncommon, and a large number of new users may instantly become new data on performance.
Unicom asked Yibo to be the spokesperson to create a Wopai package for the Z generation, and went further than its two rivals in embracing the Internet world. It is not difficult to understand that there is no essential difference between communication services and general commodities after they enter the market and participate in competition. Under the market pressure, smartphone brands have quickly completed the transformation of Internet marketing strategies, and it is not surprising that operators have made the same changes.
Of course, the operator market is more special, and it also undertakes more missions other than profit, because the possibility of market competition being eliminated is very small. As the weakest of the three major operators, China Unicom has no burden to turn to the Internet in an all-round way. Therefore, we see that Unicom is the first to complete the mixed reform, the first to bind the mobile phone package to the surrounding stars, and the first to dance at home. ...
Younger and interconnected is the survival way of Unicom, the most vulnerable operator. Will it go well?
-
Author: Lei Science and Technology Team, dedicated to paying attention to technology and life, paid attention to it and replied "0 1" in private, and sent you a gift package for playing computer skills.