Xiaomi sits in the Mercedes Benz and laughs at mobile phone manufacturers’ joint car battle

Xiaomi will cooperate with Lamborghini to launch a special customized version of Lamborghini version, the No. 9 go kart pro, which is limited in quantity and priced at 9999 yuan. Last month, Xiaomi, in the overseas market, made a similar move. When it met Mercedes, this time it was an electric scooter, the Pro 2 Special Edition, which was priced at 499 euros (about 3980 yuan). In Xiaomi’s 14-year-old micro blog, some fans sent photos of Xiaomi’s mobile phone and his Mercedes Benz, and @ Xiaomi, the official blog of Xiaomi’s mobile phone jokingly responded: “I’m not a mobile phone that would rather cry in a Mercedes Benz than laugh on a bicycle!” Maybe Xiaomi didn’t expect that he would laugh in Mercedes Benz (electric scooter) after six years. < / P > < p > ten year old Xiaomi also began to “worship money”? It’s not just Xiaomi. In fact, the cooperation between mobile phone companies and automobile brands is not new. The co branding of mobile phone companies is more common. With the principle of “what to eat, what to eat”, behind the manufacturers’ constant joint branding attempts is the ambition to reach different types of consumers. < / P > < p > at present, the mobile phone manufacturer + automobile linkage is a major trend. The popular IP is the permanent co branding object. With the attribute of fans effect, Riman has always been a good idea of mobile phone manufacturers. With the participation of other “people from all walks of life”, the co branding team is gradually growing, such as trendy brand Alexander Wang, your boy tfboys, the Forbidden City, and your youth shadow Five year college entrance examination, three-year simulation. < / P > < p > “rarity is the most valuable thing”. The permanent law of the market is also suitable for joint names. The signboard of “limited quantity” is hanging high. In addition, mobile phone manufacturers understand that joint brand premium is not desirable, and they have not adopted a substantial price adjustment to reduce the demand, and the limited sales reduce the supply. As the co branded market becomes more and more prosperous, consumers will have trust and curiosity about mobile phones and even brands. < p > < p > in the list of microblog brand topics, Huawei and Xiaomi are ranked first and fourth respectively. In top 1, Huawei has 3.92 billion readers and 1.097 million discussions. Xiaomi gets nearly one billion readers, Meizu and oppo are also in the top 30, which proves the attractiveness of domestic mobile phone manufacturers in the Internet. < / P > < p > IP co branding + Limited is the standard configuration, and the standard formula is: IP co branding + limited + sold out. The limited edition of oppo ACE2 EVA was put on sale at zero point, with a limit of 10000 units. The official Expo announced that it had sold out 21 minutes later. The joint brand of oppo EVA reached 100 million lines and the discussion volume was nearly 70000. In station B, 587000 people watched the most popular related product evaluation. In the same way, iqoo, the sub brand of vivo, and the co branded version of king of navigation have been sold out for the first time. A few days ago, iqoo announced that it would cooperate with BMW M series to launch a new iqoo 5, and the iqoo 5 could surpass the line by 10000. < / P > < p > < p > “stemming machine” surfers help the co branded mobile phones to build momentum for free. These discussions have made the co branding in a sense. At the same time, KOL’s co branded open box video also helps to boost the popularity. When netizens see the popularity of joint brand: grab! Now the joint brand has become a financial product; when Zhong Xuegao and Xiaomi 10 hold hands, netizens: does it mean that the mobile phone has to be charged with a stick? < p > < p > under the Internet, mobile phone companies are also visualized, and their brand image is more appropriate. A few years ago, when a mobile phone was put on sale a few years ago, Netizens found that they had been “fooled”. In fact, the reason why they couldn’t buy the new mobile phone was that Xiaomi didn’t have any in stock. Lei Jun later became known as “Monkey King”, and millet powder became “monkey powder”. < / P > < p > senior managers of mobile phone manufacturers are also willing to interact with each other and go back. After that, there will be “no stock”. Lei Jun tweets: you don’t need to rush, I’ll go to the factory to screw the screws! ” All of a sudden, it has narrowed the distance between the serious mobile phone giant and the majority of netizens. < / P > < p > when your favorite anime, your favorite ice-cream, your favorite football team and your indispensable mobile phone every day, you sleep next to it, you work with it, eat with your friends, and you can show off with your friends. It’s really hard not to be moved. < / P > < p > although the mobile phone itself has a certain high conversion cost. What is the conversion cost? That is, the increased cost when a customer changes from purchasing one supplier’s product to another. This cost is not only economic, but also time, energy and emotion. Co branding, let the mobile phone in the emotional wall, break through the consumer’s defense line of purchase. < / P > < p > compared with the cooperation with brand companies and big IP, mobile phone manufacturers are really happy with the popularity. However, with the launch of CO branded mobile phones, it is common that the popularity drops suddenly, and the co branding object has become one of the joint names of many mobile phone manufacturers. < / P > < p > ex has its own sea. Take Xiaomi and wanghong ice cream brand “Zhong Xuegao” to launch Xiaomi 10 youth version mobile phone as an example. In short, if you look at this phone, you can’t help but wonder: This What’s the connection? What’s more, it’s a gimmick to give consumers a sense of freshness. On the other hand, “Zhong Xuegao” is also actively linked with other food brands, including Naixue’s tea, AD calcium milk, wufangzhai and Luzhou Laojiao. Zhong Xuegao has also become one of Luo Yonghao’s first products. < / P > < p > on Xiaomi’s side, there are water splashes. However, due to the limitations of the co branded objects, the appearance has not changed much, which can not give users visual stimulation. However, Zhong Xuegao, as a brand merchant of wanghong ice cream, has improved her popularity and brand trust when her fans are not sticky. I don’t know if Xiaomi has ever looked back and found that: How did he spend a lot of effort and money on marketing and dare to make a wedding dress for others?

and popular IP jointly bring fans flow, such as OPPO and EVA, Gundam, iQOO Z1 and nautical king, etc. fans shout “feelings are full”, but also make complaints about Tucao voice: change a back cover, even Taobao buy a sticker can meet 90%. < / P > < p > mobile phone manufacturers also have their own difficulties. Nowadays, there are many competing products, too many changes, and too much catering to co branded brands may make mobile phones too entertaining, but lose competitiveness. So, what should mobile phone manufacturers do if they want to achieve the perfection of CO branding and maintain the professional use of mobile phones? < / P > < p > start with accessories. Watch, headset, charger, mobile phone case are accompanied by changing clothes with mobile phone. Did not expect, this consumer also bought: “not powder, but this watch, earphone is a bit of heart.” However, this is not a long-term solution. < / P > < p > it is true that the co branding partners of mobile phone companies have a certain fan base, which can drive sales. However, consumers also clearly understand that most of the joint names of mobile phones are only design, which is not helpful for the sense of use of mobile phones. This is the embarrassment of cross border cooperation. For example, Huawei’s previous cooperation with Porsche looks like a lot of gimmicks. A closer look shows that Huawei’s description of one of the co branded mobile phones is “mate 20 RS Porsche Design”. In fact, it’s just inspired by the design of Porsche, changing the design in terms of appearance. Xiaomi is now the president of Xiaomi in China and general manager of Hongmi redmi brand. Lu Weibing once alluded to Huawei’s “information asymmetry” in February, which he described as Huawei and Porsche. After < / P > < p > after that, Huawei cooperated with BYD again to come up with a joint name case. Earlier in July, BYD officially released its new flagship car, BYD’s “Han” series. One of the highlights is the world’s first mass-produced car equipped with Huawei’s 5g technology, which uses Huawei’s hicar system based on Hongmeng system. On Huawei’s side, the customized Huawei P40 mobile phone co signed by both parties can be used as the car key of BYD Han. It has been speculated that the P40 mobile phone is specially designed for BYD Han owners, and the details have not been disclosed. < / P > < p > compared with popular IP and brand, the marketing influence brought by technical linkage between car and mobile phone is more profound. < / P > < p > it is difficult for mobile phone brands to accumulate fans, and the mobile phone market is changing more quickly. Android and IOS have always been the opposite. However, domestic consumers clap their hands and shout good when facing many more and more excellent domestic manufacturers. On the one hand, it is competitive pressure, and on the other hand, it is difficult to obtain consumer loyalty. It is a good choice to change the design from the joint brand. However, in the end, we have to return to the essence of progress. Although the effort on appearance is not simple, it is not a long-term plan.