In the big data of social media, there are cruel stories and secrets of the rise of mobile phones

Two or three years ago, when we talked about the wave of mobile Internet, we would certainly mention the popularity of smart phones. In the process of mobile phones becoming our organs, many manufacturers are experiencing the cruel story of their internal organs being emptied.
At that time, only Huawei remained. LETV mobile phone, which was once popular for a time, is deeply in debt crisis. Jinli is still struggling to save itself under huge capital hole. Meizu is busy with major internal structure adjustment & hellip; & hellip;, which may leave them few opportunities.
Huawei, Xiaomi, oppo and vivo are still facing the reality of negative growth in China's smartphone market last year. At present, it is difficult for the overall scale of market users to make a big leap, so the stock users in the trend of machine change become the focus of contention.
It's hard to say whether a series of behaviors of users determine the trend of mobile phone revolution, or whether the mobile phone itself influences the choice of users. This should be a two-way flow. Users are releasing what they know and exploring what they don't know. Mobile phone manufacturers need to find ways to improve brand retention rate in the process of interaction with users.
User behavior constitutes an industry barometer
Recently, microblog and Sano, a market research company, jointly released the "2017 smartphone micro report" (hereinafter referred to as the "report"). Based on the quantitative analysis of the active behavior data of microblog users in 2017, the report shows the changes of China's smartphone market pattern. Microblog records the microblog usage data of major models of mainstream mobile phone manufacturers in the market, so just like the significance of stock index to the stock market, to a certain extent, this report based on user behavior is also a barometer of the mobile phone industry.
1. Huawei ov Matthew effect intensifies
Xiaomi has gone through the worst and returned to the first camp. This fact is also confirmed by the data performance of microblog user stock, increment and replacement retention rate.
In terms of new growth, Huawei, Xiaomi, vivo and oppo all grew against the trend, but only increased by 1%, while the total new share of other brands declined by 3% year on year.
In terms of retention during replacement, the retention rate of iPhone is 5% lower than that of last year, while the addition and retention of the four major domestic brands have improved. Among them, the retention rates of Huawei and Xiaomi have increased by 9% and 8% respectively, ranking first and second in this key index.
As the market share of Huawei ov's four major domestic brands accelerates to centralize, it is even more difficult for the subsequent echelon manufacturers to catch up.
2. Apple's advantages suffer
From the perspective of the flow direction of replacement, whether Android users or IOS users choose iPhone after replacement has decreased significantly. Only 3% of iPhone users choose Samsung after changing their phones. Samsung's high-end flagship has not been able to replace the iPhone. On the contrary, the share of choosing huaovmi is increasing.
3. Thousand yuan machine has become non mainstream
According to the report, only about 1.1% of microblog users are interested in buying mobile phones worth less than 1000 yuan, more than 573% of the users prefer to buy mobile phones with more than 2500 yuan. At the same time, compared with 44% of the users in 2016 who will change their mobile phones within one year, the replacement cycle of users is longer, and nearly 50% of the users change their mobile phones within two years. In addition, white-collar workers aged 26-35 have become the main force of machine change in 17 years, and 58% of users have used at least five smartphones.
In fact, it also reflects that users need material basis to upgrade their consumption. On the other hand, manufacturers need scientific and technological innovation to upgrade their consumer goods. The electronic industry needs innovation in hardware performance, appearance and user experience.
Content marketing creates social currency
Of course, in order to win in the changing wave and improve the brand retention rate, we need to understand the psychological motivation of loyal users in addition to working hard on hardware and appearance.
Generally speaking, consumers' motivation to choose social media mainly includes four aspects: function, entertainment, social and self. This requires mobile phone manufacturers to strengthen the connection between consumers and themselves, and build a fan relationship with users, so as to create a social currency.
In the era of just need purchase disappearing gradually, every consumer's consumption is ultimately connected with emotion, and the social currency formed by content operation actually represents the assets shared between consumers and mobile phone manufacturers. This kind of assets makes the consumer groups obtain the share and use satisfaction, and brings the purchase transformation to the manufacturers.
1. User portrait
In the era of Internet big data, those who get users get the world. Relying on the huge active user data of microblog, mobile phone manufacturers can mine the data of gender, age, behavior attributes, interests and even psychological characteristics of their users, and build a complete set of perfect user portraits. Through continuous superposition and updating, the informatization and visualization of users can be realized, so as to achieve the goal of strong precision marketing.
According to the report, the iPhone is still the first choice for women in the first and second tier cities, with their ages ranging from 19 to 39. Vivo and oppo are mainly young female users in small and medium-sized cities, while Huawei and Xiaomi are on the contrary. Huawei P10, glory 9, Xiaomi 6 and other mainstream models are mainly male users. In addition, the location data of users' active check-in distribution also shows that different mobile phone users have different living and working conditions.
Such user portraits also reflect that manufacturers attach importance to the marketing value of head spokesmen. For example, two brands with more male users, Xiaomi and Huawei, have begun to make efforts to the female market. Most of its spokesmen are female users, such as Wu Yifan of Xiaomi, Zhang Yixing and Hu Ge of Huawei; oppo and vivo, which are more female users, continue to dig deep into the female market, and are more likely to choose small and popular spokesmen.
2. Content operation
The most effective marketing is not advertising, but to let the audience actively interested in the content, covering demand, motivation, values and many other dimensions.
Different from traditional TV, radio, newspaper and other media, and different from other forms of brand advertising (such as outdoor, building, etc.), social media transforms the one-way brand inculcation mechanism into a dialogue mechanism, integrating product information into interesting microblog topics and language forms, attracting microblog users' attention and interest, and carrying out communication and interaction with them, so as to promote the development of social media The diffusion of new products.
3. Transmission and reception conversion
To borrow Wei Wu's words, a real social platform can switch between the transmitter and the receiver very quickly, but the short video platform is not, and there is a clear distinction between the transmitter and the receiver. Therefore, the concepts of community and social communication are different. Microblog has a social chain, and its transmission and reception are very fast.
From this point of view, microblog is a multi-element non-linear structure of "everyone for everyone", and every node may become the highlight and selling point of mobile phone.
Write at the end
The content operation of mobile phone manufacturers covers at least five value dimensions: functional information, entertainment information, social interaction, brand interaction and self-concept value, thus forming a chain of "content marketing; customer brand participation; brand loyalty".
As an open social platform, microblog has inherent advantages of deep association with mobile phone brands. With the gradual improvement of the social ecological closed loop of "content fans users cashing in", microblog has established a unique platform ecosystem, which closely combines star KOL, fans and customers with the platform.
Whether it's the star effect of spokesmen, the traffic effect of high-quality IP, or the word-of-mouth effect of brands, most of them still need microblog as an adhesive and amplifier. Social entry level applications provide insight into the development trend of mobile phone industry from the perspective of mobile Internet user behavior, and provide reference for the marketing and product development of smart phone manufacturers.