Dong Mingzhu plays up internet celebrity marketing, but consumers don't seem to be interested
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Gree's Sejie mobile phone, which was launched quietly before 618, has become an Internet celebrity in the mobile phone circle in the past half month. Its sales have skyrocketed in just one week after it was launched, but it has been questioned by the outside world for fake orders. Gree did not respond positively, but Dong Mingzhu once again showed her Internet celebrity nature and responded domineeringly, "It doesn't matter who buys it, for me, they are all users." Since its dramatic entry into the mobile phone industry in 2015, Gree's mobile phone has been repeatedly pushed to the headlines because of its elusiveness and Dong Mingzhu's shocking remarks. As a third-year student, Gree's mobile phone still follows Dong Mingzhu's Internet celebrity marketing model. But in the current mobile phone red ocean, Gree's mobile phone is far behind its peers in terms of marketing methods and technological innovation, and has failed to become popular. A The surge in sales has attracted doubts from netizens . According to Gree, the original intention of making mobile phones was to focus on smart homes, hoping that mobile phones would become the control center of smart homes and the entrance to the smart Internet of Things in the future, rather than a rash counterattack after being angry with Lei Jun (Weibo). However, ideals are beautiful, but reality is cruel. Only when the scale of the mobile phone business reaches a certain level can there be room for imagination. Gree Mobile Phone launched its third generation last month, but it still failed to get out of the predicament of sluggish sales of the first and second generations. It was even revealed that it was fake orders due to poor sales. It is reported that this 3,200 yuan mobile phone was sold in a low-key manner before the 618 e-commerce promotion. Only 5 units were sold on the Gree Mall on the first day. The "high-end" pricing and dismal sales caused huge controversy. A week after the sale, sales exceeded 5,000 units, and sales soared a thousand times. However, some netizens questioned the suspicion of "fake orders" for the surge in sales. Because in less than 100 purchase reviews, the last digits of the mobile phones of 5 review users were "five consecutive numbers". Faced with the question of "fake orders", Dong Mingzhu showed her usual internet celebrity qualities and responded domineeringly: "It doesn't matter who buys it, for me they are all users." In fact, as people in the mobile phone industry know, who buys it is actually very important. Without feedback from real users, it is difficult for mobile phone products to solve consumer dissatisfaction in the continuous iteration. As the "chief salesperson of Gree mobile phones", Dong Mingzhu not only responded domineeringly, but also cheered for it. Last week, when she attended an event, she once again demonstrated her "tradition" of making shocking remarks, saying that users will never put down Gree mobile phones after using them, and she is confident in their quality. B The mobile phone industry cannot go far by relying on Internet celebrities alone . In fact, whether this time or in the past, Dong Mingzhu will say something shocking when it comes to Gree mobile phones. And remarks that are extremely inconsistent with reality always cause huge controversy, or even ridicule. As a newcomer in the mobile phone industry, Gree mobile phones seem to have been deliberately taking a different path. In the Internet age, everyone is eager to invite celebrities and engage in marketing. However, Gree mobile phones never hold press conferences, but are quietly launched online; there are no celebrity spokespersons, and some spokespersons are only Dong Mingzhu. As a new entrant, Luo Yonghao's Hammer mobile phone also has Internet celebrity characteristics, but its main approach is basically playing according to the rules of the mobile phone industry. As a third-year student, although the sales of the past few Hammer mobile phones have fluctuated, the road has not been smooth. However, the latest Nut Pro ranked seventh in the cumulative sales ranking of mobile phones from June 1 to 18, and ranked eighth in sales, ranking in the top 10 with big-name manufacturers such as Apple, Huawei, and Xiaomi. Dong Mingzhu's maverick or Internet celebrity marketing model is magnified through Gree mobile phones. On the first generation of Gree mobile phones, Dong Mingzhu put her own avatar on the mobile phone startup screen, which caused "cheers" from the crowd and saved a lot of advertising endorsement fees. She smashed the phone when she disagreed with something to prove that Gree mobile phones are of the highest quality; at the end of the year, she gave employees a salary increase and an extra Gree mobile phone - but soon the media caught the screenshots of low-price transfers on second-hand websites, speculating that Gree employees were not optimistic about their own mobile phones. The less optimistic, the more she wants to prove it to you. Dong Mingzhu always insists on her "brute style" of being an iron lady. So, at the shareholders' meeting earlier this year, when someone mentioned that "Gree mobile phones were not successful", Dong Mingzhu angrily said: "How do you know I didn't succeed? Huawei sells the first one, and I sell the second one." "Why are you so harsh on me? What I said tomorrow must be done today. I'm not a god. You can do it if you have the ability." Of course, compared with Gree's first two mobile phones, Gree's new phone "Sejie" is still relatively low-key. Not only is there no advertising, but even Dong Mingzhu did not work hard to promote her new phone, which is unusual. You know, Dong Mingzhu's title of "Internet celebrity" is because she has often made headlines with her own mobile phones since she started making mobile phones. C The lack of product strength of mobile phones is a fatal flaw . Many people may say that Dong Mingzhu's high profile and strong position are just like this in the home appliance circle. There has always been a saying in the circle that "no grass grows where Dong Mingzhu walks." Dong Mingzhu has indeed made great achievements in the home appliance circle, especially in the air conditioning industry. At the end of 1994, she took over the position of director of the business department of Gree Electric Appliances with diligence and high profile. Gree's annual sales were about 400 million yuan. A year later, Gree Electric Appliances' sales revenue increased by 7 times to 2.8 billion yuan. By 2012, Gree had achieved sales of 100 billion yuan, ranking first in the world for 8 consecutive years. But an industry insider told reporters that Gree air conditioners themselves have good product quality, coupled with Dong Mingzhu's marketing ability, it is even more powerful. On the other hand, Gree's first generation of mobile phones lost in terms of product quality, as the competitiveness of product design was too weak; the competitiveness of the second generation of products was relatively improved, but the overly high pricing was difficult to support; the third generation of products also failed to get out of the same quagmire as the second generation of products. The fundamental reason why Gree's mobile phones failed to become popular in the mobile phone market is that it was overconfident in its manufacturing technology and underestimated the difficulty of making the mobile phone industry bigger and stronger. It is undeniable that Gree, which is committed to "making the world fall in love with Made in China", is a leader in Made in China. It has incomparable advantages in air-conditioning production, but mobile phone production is completely different from air-conditioning. The exploration of production technology and the improvement of efficiency have become the primary problems facing Gree. "Gree's mobile phone still uses the Snapdragon 820 processor. A very important reason is that it cannot get the Snapdragon 835." Recently, a person in the upstream supply chain of mobile phones told reporters that it is almost difficult for new brands to gain a foothold in the high-quality supply chain. Whether it is chip manufacturers, screen manufacturers, or various component manufacturers, they will give priority to supplying mainstream mobile phone brands such as Huawei, OPPO, vivo, Xiaomi, and Gionee. In this case, new brands cannot even get high-quality components, let alone launch high-quality products. The current smartphone market has long been a fierce battle. When 360 founder Zhou Hongyi (Weibo) launched the 360 smartphone, he commented that "the smartphone industry is no longer a red ocean, but a bloody ocean". More and more consumers pay only for "practicality". The particularity of the mobile phone industry is that it is more competitive than most small home appliance industries, so all major players must go all out. It is hard to say how likely it is to win if they go all out, but if they play around, they will definitely be marginalized by the market. If Dong Mingzhu's blind confidence in mobile phone technology is a mistake, then Gree's insufficient investment in marketing and channels is a big mistake, turning its battle in the mobile phone market into a "good show" for self-entertainment. This method of attracting passers-by by making shocking statements is certainly conducive to improving personal and corporate awareness and saving a lot of advertising expenses, but it has limited effect on converting into actual sales, and once there is a gap between product delivery and user expectations, it is extremely easy to form a negative reputation. In the operation of Gree mobile phones, Dong Mingzhu's personal brand has always been above the Gree mobile phone brand. She is essentially an Internet celebrity rather than an entrepreneur who runs a business diligently. She has not been of much help to Gree mobile phones. Instead, it has been criticized by users for its low configuration, high price and boot screen. After market education, users' purchasing concepts have changed. Feelings or concepts are not as attractive to users as before. More and more users are turning to paying for practical value. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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