A sense of participation made Xiaomi successful, while patriotism made Huawei successful

What does it take for an Internet brand mobile phone priced at 1999 yuan to succeed?

Experience, advertising, cost-effectiveness and halo.

Needless to say, the experience.

Anyone who uses the advertisement will know.

Cost-effectiveness has become an essential attribute of Internet phones, with the difference being only between fifty and a hundred steps.

The biggest difference, or the key, is the halo.

What is halo? It is a property beyond the product, invisible, intangible, but tangible. Where does it come from? It comes from thinking habits.

Seeing the big picture from the small details is a thinking habit that the Chinese have inherited for many years. Every move, every word and every action points directly to the heart. Seeing the heart reveals the nature. From the "not sweeping the house" in the past to the "boycotting Japanese goods" today, it is a common practice.

Seeing the big from the small leads to the deduction that one gives birth to two, two gives birth to three, three gives birth to all things, and one's emotions are expressed in things (and vice versa).

As a result, products have an additional function: to express emotions. If a product not only provides parameters that are not inferior to similar products, but also can express emotions, then this product will have a halo and will inevitably sell first, and sometimes even the first that the second one cannot catch up with. Internet mobile phones faithfully follow this rule.

Huawei Honor is the best example. Huawei entered this market segment after Xiaomi's successful landing. After a year of bumps and bruises, it has achieved better sales than Xiaomi of the same period and price (On October 14, 2014, at the launch of the Honor Play brand, Honor's head Liu Jiangfeng announced a shocking figure on the spot: the sales of the flagship Honor 6 have exceeded 2 million, which is twice the sales of Xiaomi 4. In addition, no other mobile phone has surpassed the 1,999 yuan price segment in China this year. Honor 6 has become the veritable leader of 2,000 yuan models). In addition to being strong enough and advertising widely, Huawei also has a magic weapon: patriotism.

Why?

Due to Chinese education, from the first grade of primary school to the fourth grade of university, every one of them has been educated to be a hot-blooded boy and girl, who loves this country fervently, but they don't know how to love this country. Especially college students. They are one of the main bodies of netizens, with little money, but eager to try new things, especially high-tech. Huawei appeared. It is so dazzling. It is engaged in the high-end telecommunications industry and is the only high-tech company in China. It has defeated countless Western counterparts and is already one of the industry oligarchs. It is an existence that needs to be looked up to. It has a vast number of patents. The young boys may not know how great Huawei is, but it does not prevent them from supporting Huawei with the most passionate feelings, as they have been taught since childhood that science and technology are the primary productive forces. According to the "universal" logic, supporting Huawei is supporting Chinese technology, and supporting Chinese technology is supporting the future of this country, which is the ultimate embodiment of patriotism. How to support? Buy! This is a kind of sentiment. The students' patriotic feelings are placed on Huawei. In addition, Huawei makes its own CPU, which is a great icing on the cake - many people do not understand the 4G core patents, but the high-end CPU has long been deeply rooted in people's minds - this can at least increase Huawei's sales by millions.

If nothing unexpected happens, Huawei will continue to be successful, unless another company can achieve the same level of success as Huawei, and it must be in the technology industry. This possibility is unlikely.

Compared with Huawei, Xiaomi is a bit miserable. Xiaomi was the first to enter the market segment, had the first-mover advantage, and made the best Android ROM in China, as well as the butcher price. Xiaomi grasped the key points and succeeded. It sold overwhelmingly and made money. This market segment was booming, and Xiaomi moved forward, forward, forward, like the People's Liberation Army. Traditional manufacturers were jealous and came in. Originally, traditional manufacturers were not a problem. They had difficulties: if they sold Xiaomi at a price lower than offline, they would offend channel dealers and ruin their brand. Then, China Cool Alliance solved this problem with sub-brands. Xiaomi had expected this a long time ago, and they offered a sense of participation. A sense of participation is also a kind of sentiment. But just like there are beautiful and ugly women, there are also high and low sentiments. Compared with Huawei's patriotic feelings, the sense of participation is more or less inferior among netizens, who are mainly young people. It's not that a sense of participation can't sell mobile phones, but it's hard to sell them in large quantities. Most of the netizens who have the urge to shop and quickly put it into practice are young people. In their eyes, the country is bigger than the home, and bigger than something slightly easier to use. In addition, the gap between ROMs is getting smaller and smaller, and the flashing operation is getting simpler. These trends have reduced Xiaomi's lead. In terms of hardware, Xiaomi is still catching up. After all, it has only been established for a few years, and improvement is not a matter of overnight.

Even more tragic is Lenovo. Lenovo has always said that it wants to enter the Internet, but it has never launched any products. I think the most critical point is that Lenovo's biggest advantage, the patriotism card, can no longer be played. This card has a new owner, and its new owner is Huawei. Compared with Huawei, Lenovo really doesn't have much to show for itself. Without patriotism, it is difficult for Lenovo's Internet mobile phone to break through (whether Lenovo is willing to admit it or not, the nation is the most valuable part of Lenovo).

Meizu did not force feelings. It simply and directly solved the problem: 200 less than the international practice of 1999 RMB. Why not adopt the international practice of 1999? Meizu could not find any feelings. Xiaomi plays with participation, Huawei promotes patriotism, Hammer has feelings (now it is natural pride), what does Meizu have? Craftsmanship? Craftsmanship is not just empty talk, but a conclusion drawn after experience. How to experience an Internet phone before buying it? In order to make up for this gap (this is only part of the reason), a 1799 was released. Only by lowering the price can we compete with participation and patriotism. No matter what kind of feelings, there is always a price. For example, love. If a local tyrant keeps adding money and asks you to give up your significant other, most people will give in. This is human nature.

Dashen and 360 merged. They played the security card. In my opinion, the so-called security is to give people a sense of security, which is also a kind of emotion. However, it is hard to say whether they can play it well. After all, smartphones are different from computers at that time. At that time, BAT did not pay attention to the free antivirus market, and 360 successfully occupied the market. At this moment, smartphones are also different from computers back then.

OnePlus has taken a unique approach - it has come up with a "flowers blooming outside the wall, but the fragrance is still there". This is a derivative of patriotic sentiment, inspiring a sense of national pride. But whether this approach is useful and how useful it is is still unclear. Today is not the same as it was in the past, when an Olympic gold medal could make the people burst into tears and sing "The five-star red flag is fluttering in the wind". Flowers blooming outside the wall, but the fragrance is still there - now everyone is well-informed, and the Internet puts everything under the sun, so it can't be faked. If OnePlus sells less outside, there will be no sensation in China. If it sells more, it will inevitably lead to patent lawsuits. It may not be able to compete with the sense of participation, patriotism, and natural pride.

In summary, the success of an Internet phone priced at 1,999 yuan requires the factor of emotion. It is not enough to just focus on making products and running advertisements.

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.