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BBK phone to invest 800 million advertising founder, said the money is not a problem – backgammon cell phone, annual vote, 800 million advertising fees, founder, money is not

Backgammon (OPPO) with 800 million yuan a year advertising the crazy running, verify that the internal logic to put a high premium. However, this model can sustainable development will depend on the popularity and enduring appeal of their products.Meng many times a week to say \"Welcome to the BBK the VIVO smart phone-One\", on the other side, He Jiong, also with his happy family shouted \"Welcome to the OPPO the Real Happy Camp . \"In fact, backgammon and OPPO one, they are all Guangdong BBK Electronics Co., Ltd. brand.Whenever you turn on the TV, you will always see backgammon and OPPO advertising, intentionally or unintentionally. This horror not only on television, work into the subway, you will see step by step and OPPO's outdoor advertising; Internet open Baidu and Tencent, you will see its online advertising; spare time to open a \"reader\" or \"Ruili\" you will see step by step and OPPO's print ads; 2012 hottest two local television stations in China - Jiangsu TV and Hunan Satellite TV's New Year's Eve concert, backgammon and OPPO is the same Taiwan Dalei, and sometimes spectacular.We have in a step by step and OPPO surrounded the field.Business gradually return to rational, even more confirmation of the commercial value and mode of exploration, one does not own the core technology companies, with the usual 10 years ago to cut the big kill, but still can be at ease now, has followed so far. Whether it is a unique way of business survival in China, or business rules of subversion and ridicule?The history of the most crazy deliveryBackgammon and OPPO's advertising to be called crazy. All the highest ratings of television programs - Hunan TV's \"Happy Camp\", and \"every day\", Jiangsu TV, \"You Are the One\", \"her husband to read your\" Dragon TV's \"China Talent Show , Zhejiang TV is a large jury, Tianjin TV \"belong to you\", the CCTV CCTV5 sports channel, the French Open and the American Professional Basketball Finals, backgammon and OPPO's advertising catch. Other generous activities associated with these two brands: the title \"2011 Happy Girls\" has become the official NBA marketing partner, formed a strategic partnership with the global music station MTV ... any one single row, enough to make other enterprise hold a candle \".A domestic mobile phone manufacturers, neither the state-owned monopoly predators, international brands strongman, even put in the field to dominate television advertising in China. Ads density, play frequency, visibility, influence placed on the object, and earn the effect of the eye, comparable to China Mobile, Coca-Cola, Lenovo, Procter & Gamble this business tycoons; in the field of television entertainment, it is the king of the overweening Deal or No Deal also look chic and composed this stroll to all the competitors are chilling, are deterred from visiting.And advertising on the strength and ferocity contrast, the backgammon companies in the outside world can be described as mysterious and low-key. Hard to find a trace of its founder, emigrated in 2001, the media, Duan Yongping. Reportedly not set corporate public relations, did not leave any phone number on the portal.Behind the madness is how a terrible cost? Other reporters have done some investigation.Delivery costs roughly as follows: \"You Are the One\" of 160 million yuan, 113 million yuan, \"Happy Camp\", \"Chinese people show up\" 80 million yuan, 70 million yuan of \"Happy Girl\", two of Jiangsu Satellite TV and Hunan Satellite TV New Year's Eve will be a total of 80 million yuan, in addition to Zhejiang Satellite TV \"I am a big judges, Tianjin TV\" non-belong to you \", CCTV1 Gold Theatre, the CCTV5 the NBA live and official NBA marketing partner, this part of the costs respectively. In million 3000-4000 ......In addition to the direct running costs of television programs, backgammon invited for the two brands endorsers also prominent costly: backgammon music phone spokesperson Song Hye Kyo endorsement fees accumulated over 15 million U.S. dollars, the OPPO Find smartphone spokesperson Leon Nadeau can get all five million U.S. dollars, to speak for the two brands also Jinmin Zhi Ju know Yan and Li Leighton Meester heavyweight star.A little early to calculate step by step each year to invest in advertising, on the average cost of 800 million yuan, Looking at the domestic mobile phone enterprises, not only unprecedented, it will probably unrepeatable.Huge advertising investment what to support? Backgammon can fire long? When more and more businesses known to more energy spent on innovation and R & D will be on, unimpeded rampage known for innovation and Apple leading the wave of smart phones in the world step by step, no doubt is challenging a paradox, which The burn is considered outdated marketing, why still can serve as a model, and proudly living.At this point, flashing in the major television stations during prime time, still sticks cost 10 million shot in the streets of Paris, eclectic and slightly mysterious OPPO mobile advertising - Find me.- Obviously, this is a unique and worth chewing enterprise.Put not off the vicious circleBackgammon and OPPO dual-brand walk and was heated \"confrontation\" of the situation, this may be the BBK Group want to achieve.OPPO's birth can be described as \"great pains\". The beginning of the last century, do the step by step telephone started already has three major business segments of the digital audio-visual, communication and education electronic product coverage of the VCD / DVD, cordless / corded telephone and machine learning, and rely on the consistent strategy of intensive advertising bombardment earn basin full bowl full.Founder of Duan Yongping has always been clear: the cordless phone and VCD are all just a transitional product, the market heyday it a few years, this village is no shop \", whether it is with advertising bombing of open or spending billions of dollars in the market, this kind of input is more like a \"speculative\" come and go faster, for backgammon this brand itself, few people can say clearly in the end what to do.The helm, the paragraph clearly inside a huge risk. Stretched longer, the greater the risk of brand overdraft; longer the BBK brand is also facing aging. \"This is not what he wanted to see.In 2001, the Apple iPod turned out, and promote the MP3/MP4 market a hot audition products known for backgammon not want to miss this feast, the problem is still used in backgammon brands to enter and be successful ?Duan Yongping period of time is very tangled: on the one hand, backgammon has a considerable reputation, but their cordless phones and DVD players based product image always gives the feeling of \"atmosphere\", and positioning of young fashion MP3 little correlation, in other words, emotional consumption \"crowd, and then conquer the world to the old brand of backgammon too risky; Secondly, high-end MP3 market Japanese and Korean brands led step by step, the need for the brand of a similar temperament.Duan Yongping start planning a dual-brand scheme, the OPPO came into being. \"In fact, the OPPO and no special meaning is 'young, fashion, international', dedicated to imagination and creativity to lead the 'fashion, freedom' philosophy of life. \"Duan Yongping such a construction. Another unspoken reason is that the OPPO is catchy, the public feels more like a Japanese and Korean brands.In order to render the \"foreign taste, the OP PO born calculated, with step by step, draw a line. OPPO to \"Dongguan Europe platinum Electronics Industry Co., Ltd.,\" an independent registration, the official online backgammon, could not find any relevant content and OPPO, the relevant participants in this closely guarded secret. Duan Yongping expectations, \"OPPO playing the cause of an independent, international image of the brand.\"My music dream\" - the OPPO MP3/MP4 With good packaging and publicity campaign, a listing has been successful. When all consumers think that the birth of a whole new fashion consumer electronics brands, almost no one noticed the OPPO this brand from behind the backgammon, it is clear that the purposes of paragraph reached.Backgammon dual brand structure thus laid.However, after 2006, the market began a sharp decline. 2007, the OPPO MP3, MP4, sales in the country nearly two million units, sales of nearly 500 million yuan, gross profit of more than 8000 million, after advertising and operating expenses, net of about 50 million yuan, profit is running out. And not perceived, OPPO has entered and backgammon to the plight of deja vu: the MP3/MP4 just a transitional product, difficult long-term stability, and we do not transition to unpredictable consequences.Since then, OPPO tries to enter the field of HD DVD and LCD TV, BBK brand is to open up a soybean milk and other small appliances product line. Obviously too many tough rivals on these fronts, the OPPO and backgammon exchange for two defeat - the end of 2008 the OPPO television department was dissolved, and 2011 the BBK small home appliances business ASTAR to 22.88 million Yuan overall package acquisition.Backgammon and OPPO, get rid of a hurry to \"transition cycle\" is undoubtedly the most urgent. They are perhaps more profitable channel requires a continuous, but appear to have no escape route.Crazy phoneMobile phones, Duan Yongping is not cold. 2006, in an interview with reporters hours the case said, \"the customer must buy Motorola, not buy backgammon. In addition, foreign firms have the strength of the number of technical standards and to modify the standard, as in the game both player and referee our match. \"But then the phone change a sudden unexpected, precisely, the the MediaTek change pattern of the industry. A mobile phone, using the MediaTek chip with a different case assembly, cost only three hundred dollars in the market, the price can be as much as thousand Yuan, amazing profits. The domestic mobile phone market began to usher in the explosive growth, the cottage phone manufacturers pouring one thousand overnight. It is estimated that the industry has a market of 200 billion yuan.The market is large enough, broad enough space and, more importantly, the mobile phone has become an essential consumer goods, compared to the trend of consumer goods in terms of the VCD and so on, with rooting the basis of the Founding. Segment to begin planning to enter the mobile space, \"but backgammon is a brand-oriented companies, like cottage mobile phone manufacturers are the same in their pursuit of shipments should have their own quality requirements; Second, and a veteran of Nokia, Motorola phase step by step, there is no technical advantage. Even do a mobile phone, should have their own unique selling point. \"Duan Yongping and other analysis that the BBK brand to the younger, \"Young people think, we have a better understanding; this group in particular, like emotional consumption. Plus he has always the advantage in the audio-visual products, BBK decided to start from the music, to create a \"music phone\" concept, leveraging the market feature phones. This route appears to be feasible, at the same stage, Hunan Satellite TV is being held in the \"Super Girls\", an impressive young contestants \"musical dream all night long queuing frenzy scene.2007 to 2008, backgammon music phone i268 and i269 have come out. Perfect sound quality demands, coupled with the appearance of pure texture and Song Hye Kyo endorsement, backgammon music phone success thousand dollars more than the selling price is almost three times that of similar cottage mobile phone on the market.Pointed out a clear direction for the selling of mobile phones, to the \"dark\" backgammon, followed step by step, the decision to rapidly expand this advantage, enable the \"find a way out,\" OPPO brand, one enlarge the concept of the music phone, followed on how to do phone, step by step also found a method. In May 2008, the OPPO first A103 market, selling millions of the irresistible force of the market.Backgammon determine their own destiny hinges on the success of mobile phones among all resources start concentrating on injection. Subsequently, precise positioning, rapid and powerful response push to become a backgammon, the OPPO to strengthen the brand, the primary means of cultivating sales.Presented in public before, the OPPO and backgammon avalanche of advertising bombardment and sea of ​​raids.In this way may seem simple, but can not be copied. Corporate mere copycat. Day language was stressed that the phone's camera features, and trying to 8 million pixels and the zoom lens as the selling point of the camera phone and put on $ 1 billion advertising bombing, but the market does not pay, come to a hasty end.Backgammon and OPPO's \"not copy\" and \"irrational\" is also reflected in the asymmetric use of resources. BBK phone agents from the past the backgammon VCD, telephone, machine learning, agents do, the sales partner of ten years, have already formed an emotional and dependence; do OPPO have been asked by deliberately to break the pattern of this dependence, in addition to 30% of dealers eliminated before doing a good job, OPPO, although in use backgammon before a dealer, but the OPPO provisions of the dealer must find another person to act as general manager, and give at least 10% of its shares. The OPPO hope to establish sales channels as flat as possible, although the reconstruction channels will undoubtedly need greater investment.OPPO to implement another surprise move, has established a dual-brand, the brand is subdivided. The same company was founded within a product sub-brands there are no precedents, and even Apple, Sony have just set up a sub-brand for its different products in this category.In August 2008, OPPO Real brand available, the target is a young dynamic group of students; the end of 2009, OPPO has introduced a second brand OPPO Ulike goal is the pursuit of spiritual freedom, the lifestyle of the urban young women groups; June 2011 , the OPPO smartphone Find series published, this phone is the main urban young men of fashion.Backgammon is not far behind. The end of 2011, launched a strong Vivo series of smart phones, play will win the naming rights from Hunan Satellite TV New Year's Eve.Though it seems crazy, but it is showing a backgammon excels. Targeted at young mobile phone products, in line with contemporary young people for the pursuit of fashion and freedom. Then by way of advertising bombardment continue to strengthen this concept. For young people, the ideas implanted in their minds the way to exert influence through the way they like, so backgammon invited to have a \"perfect image\" Song Hye Kyo advertising endorsements, which is almost a complete logic chain, precisely positioning the successful planning, achievement of the success of the backgammon.Seems Duan Yongping, the money is not a problem, the strategy is not a problem.The books of realityMoney really is not a problem? Backgammon burn model is worthy of scrutiny? They be sustainable? To answer these questions, we may wish to learn the backgammon never publicly preached the system of sales and profit-sharing mode.March 15 2012 Reporter to the identity of the mobile phone counterparts on a number of agents in Anhui, Jiangsu, Guangdong, research and consulting to the media, this has always been tight-lipped about sales system to explore the mouth of the different agents, able to understand this The mysterious company unknown real side.After the foundation of the OPPO, Duan Yongping hope the flattening of the channel, the provisions of the provincial capitals and economically developed cities such as direct supply from a dealer, other regions also try not to go two dealers mode.Channel flat brought a result, the digestibility of terminals can reach 70% ~ 80% higher than the traditional level distribution of the country on behalf of mode \"30 percent, virtually enhanced terminal Distribution capability, but also alleviate dealer inventory pressure. On the other hand, the sales price of the mobile terminal, backgammon and OPPO made a clear and uniform regulations, intended to leave enough adequate profit margins to dealers, to prevent the occurrence of changing products and other events, if there is violation, to kill without pardon.Terminal distributors purchase from where channels, backgammon and OPPO will not do a special emphasis. This has resulted in dealers desperate to reduce the level of getting goods from the factory in order to avoid the level increase to maximize their own profit margins. In turn, backgammon and OPPO channels like \"pie\" like to expand.This channel system has directly spawned the rapid growth of the step by step, and OPPO phone sales. See information in a step by step within the 2011 season a month, for example, OPPO month GSM mobile phone shipments reached 632,000 units, the sales amount of 474 million yuan, accounting for 6.1 percent of market share, ranked In their previous two are Nokia and Samsung. Positioning is a little low-end backgammon phone monthly sales of 470,000 units, the sales amount of 338 million yuan, accounting for 4.5% of market share, ranked sixth of all GSM phones. Backgammon and OPPO the month mobile phone shipments more than a million units, more than 10% of the market share.External data is also close to this. According to EnfoDesk Analysys think tank, recently released data show that before 2011 the domestic mobile phone market sales of ten brand products license to occupy six seats, the OPPO sixth, the market share of 5.6%, BBK 4.1 percent, to infer 2011 Backgammon and OPPO phone Total sales of around 11 million units.Backgammon and OPPO purposes terminal pricing mechanism, terminal prices and prices of basic fixed profit margins in the middle by the dealer according to their own sales to decide they deserve, strictly speaking, not much impact on manufacturers. The Backgammon always gross margin to maintain the manufacturers of mobile phone shipments in about 15% to 25%.\"In fact, in the middle of the backgammon and OPPO dealer, selling the products of about 1000 ~ 2000 yuan, dealers overall gross margin of about 300 ~ 400 yuan; sell the products from 2000 to 3000 yuan or about 500 to 700 yuan left and right margins. 200 ~ 300 yuan of gross profit of the manufacturers of each phone, and basically it is an indisputable fact. \"One dealer to disclose the case.This account is gradually clear up.In accordance with the calculation of the average gross profit of 200 yuan backgammon, OPPO each phone, and annual sales gross profit reached 2.2 billion yuan. 2.2 billion yuan, the proportion of the OPPO and backgammon 6:4, respectively, for a gross profit of 1.3 billion yuan and 900 million yuan.And expenditure is as follows. OPPO part of the first calculation of its 30 branches in the country, 260 offices, marketing more than 2,600, 650 service points, more than 5,000 outlets, counter number over 5000, more than 7000 sales personnel . Although seemingly system is huge, but manufacturers will mostly pass on the day-to-day operating costs of the dealer, the OPPO need to take just a few branch offices daily expenses, slotting allowance subsidy, rebate, counter subsidies and other costs.Generally speaking, the cost of the daily wages of the company accounted for about 30%, this part of the expenditure of OPPO year in about 400 million yuan; slotting allowance subsidies and over-the-counter subsidies piece apportioned to each year, according to the channel speed of development of about 1000 around the counter, each counter is usually about 3 to 5 million, roughly $ 5,000 million; rebate usually about 3% to 5% of the gross profit of about 50 million yuan a year or so. The rest of the R & D, patent purchases, taxes and other expenses, generally around 8% to 10% of the gross profit, about $ 100 million a year. In this way, the OPPO year's operating costs roughly about 600 million yuan.BBK although with the OPPO to operate independently, the channel model is different, but the profit margins of manufacturers and OPPO is roughly the same, only difference is its sales slightly lower, so the Maori low, according to the same algorithm, the year operating costs of about $ 300 million.Coupled with the previously calculated that the average annual advertising investment of 800 million yuan, 2011 step by step with the OPPO spent a total of 17 billion yuan.The answer is obvious, estimated from the mobile phone business of backgammon net profit rate remains at about 500 million yuan - enough to support its high-launch strategy.Many people may overlook is that even if the mobile phone business profit is not rich enough, BBK's education electronic product \"profiteering\" product line. Backgammon education electronic product sales remained at about 1 billion yuan, in accordance with the industry average profit of 25% and net profit of 8% to 10% of this business is still a year to nearly billion for backgammon profits.The so-called skilled are bold, the stimulation of the huge profits of the mobile phone market, coupled with educational electronic products backed backgammon money is not a problem \"is not hard to understand. From a financial perspective to analyze, under such high premium put strategy is the ability to work.Step by step, frightens the futureBut the premise of all, these are in the GSM mobile phone is made in the pattern of market-driven. Backgammon and OPPO before 2011, 90% of the GSM mobile phone.Backgammon not anticipated, the market is at the same rapid pace of change.Nowadays the market background is trapped in the edge of bankruptcy because the transition is weak, Nokia, Motorola wave of smart phones, Google's acquisition of series of Apple iPhone mobile phone global sell. At home, do the same Meizu MP3 started up as early as by virtue of two M8, the M9 phone in the smartphone market, cut away millions of the market cake; the millet Technology Apple's hunger marketing, known as shipments of 500,000 units the amount of ......Backgammon and OPPO also trying to keep up with the trend in the smart change.In June 2011, an intelligent mobile advertising stir the nerves of everyone: Leonardo once again be staged in the streets of Paris, \"Pirates of the dream space\" like a wonderful drama, like Hollywood giant system like the end of the advertising, leaving the \"Find me the suspense.Smartphone OPPO can not say do not mind, that started in 2009. \"But smart phones and GSM mobile phone is almost two concepts. Intelligent machine is the integration of the entire value chain from front-end technology, patents, the most important material, but the platform and software. \"OPPO will soon feel the pressure. Find X903 smartphone OPPO senior high hopes, had hoped to be able to be sold for more than 4000 yuan at high prices \", but the final pricing is only 2900 yuan. Even so, the market seems to have not accepted the OPPO smartphone in the past six months, it is learned that the OPPO and the Find sales total has not yet exceeded 80,000 units. Insiders disclosed that Vivo, sales of smart phones also meet resistance, lagging far behind expectations.The backgammon caught off guard, but also, yes, the era of smart phones for the whole market channels began to tilt to the operators - this is backgammon and OPPO so far insurmountable hurdle.The era of smart phones, operators began to dominate the mobile phone user market, the depth of customization to meet the personalized needs of users, ZTE, Huawei, Cool, millet, Lenovo and other technology giants have an occasion to the success of operators involved in the field of mobile phone manufacturing. In 2011, the customized mobile phones share accounted for 18%, forecast to 2014, it will reach 25%.Feature phones still generate huge profits reality step by step, the OPPO swing, hard to break away, knowing it has been caught in the encirclement of a lot of the rise of smart phones relying on operator manufacturers. Operators led thousands of smart phones started to become consumers' dinner, Samsung and other smartphone also began dropping to a space of 1,500 yuan, while the selling price of a thousand backgammon phone without any advantage.March 15, 2010, the reporter in of Chongqing CyberMart Square Backgammon and OPPO phone store to see such a scene. 3 store counter, put the other brands of mobile phones such as Samsung, Nokia, this is not allowed. The shopkeeper said: \"They sell dozens of one day, we can only sell 23 OPPO phone, the difference is too great. Gome Chongqing Shiqiaopu Yuzhou Road branch distribution staff, said in his shop, the total sales of the gold phone has more than backgammon and the OPPO, ZTE, Huawei smartphone are also selling well, \"Sometimes sales comparable with Backgammon and OPPO phone sales. \"The face of the global mobile phone operators to customize the tide seems to backgammon not ready, still an attempt by the \"silver bullet advertising to induce consumers to stay in the feature phones, which is very similar to the PHS overlord UT Starcom .So far, the OPPO is the only one not yet reached with the operators of cooperation mobile phone manufacturer. Is not difficult to understand their difficulties: customized mobile phones low price and the OPPO high premium policy runs counter to the loss means that the brand the right to speak; by the operators, the OPPO great pains to create international brand image is greatly diminished; more important, backgammon and OPPO's smart phone models and backward by half a beat, is not operating a business in the eyes of \"vegetables\".Once in an interview with reporters, the OPPO Deputy General Manager Wu Qiang's words for the awkward proposition comments, \"We are in the field of non-intelligent machines to obtain a little success, which is equivalent to a firm a foot; the other foot not landed, not stopped, only to gain a firm foothold in the field of intelligent machines, we think he is a firm foothold in the mobile phone industry. By that time, the co-operation with operators is perhaps the inevitable road ......The problem is that the market will give step by step, the OPPO enough reaction time? It looks some startling step by step.Links:Press survey - step by step, what is the OPPO?Earlier this month, the publication commissioned by the BCA (Business Students Association for the Promotion) to investigate the students of the seven universities of the Northeast Agricultural University, Chongqing Technology and Business University, Jilin Normal University, Chongqing University of Arts, Harbin Normal University, Qingdao University of Technology, Jiangnan University, a total of distributed 300 questionnaires, to recover a total of 297 valid questionnaires. The survey results show that the backgammon music phone, the advertising generated 34.7% of the students desire to shop, 55.1 percent of college students that the 0PP0 phone advertising has a strong appeal; in design, brand recognition, quality, and whether the domestic four factors 12.2% of the students believe that backgammon and OPPO phone as other brands, 20.4% of students think that backgammon and OPPO phone quality than other brands of mobile phones and stable.March 15, 2012, the reporter visited the three largest digital stores in Chongqing Bainaohui, Cyber ​​and Nigel Teng, and Gome's two stores, to understand these two brands is more accurate sales. In addition to the Bainaohui stores, Cyber, Bai Teng and GOME two stores are backgammon mobile phones and the 0PP0 mobile phone concession counters. Cyber ​​Digital Square underground cell phone store, more than two hundred square meters of farm yard, there are more than 20 mobile phone dealership, which accounted for half of the name of backgammon and OPPO words, the dealership. Concession counters, the attendants were wearing uniforms, uniforms, printed with \"backgammon\" and \"OPPO\" words, it is very eye-catching. Employees of other stores clothing different colors, like a motley crew.According to Gome Shiqiaopu Yuzhou Road branch distribution, compared with the same period last year, backgammon and OPPO mobile phone sales this year increased by 20%, in which growth is smart phone. Mobile phone sales season, \"such as the V1 the VIVO, one day can be sold fifty-six.There are some franchised stores' business is bleak. Bai Teng Digital Plaza, an OPPO concession counters both them OPPO phone also placed a step by step learning machine, cordless phone, the boss said: \"OPPO phone sales is not ideal, whether it is a smart phone or non-smart phones sell one or two, sometimes only one day, into the backgammon product to sell. \"The Gome Yuzhou Road branch sales staff said that backgammon and OPPO's non-smart phone is very easy to sell. Smartphone and non smartphone sales is about 4:1, \"he said,\" step by step, and the OPPO smartphone each of the three models at every turn there are six or seven models with Samsung, Nokia , customers still feel that the selective too little. \"The reporter followed up several backgammon cell phone repair shop, maintenance staff, Backgammon and the OPPO series phone is prone to crashes, touch screen failure. Compared to Samsung, Nokia, step by step the functions of the phone is still not very stable. OPPO quality is relatively good, the repair rate is relatively low. \"According to the reporter is displayed on the findings of the seven universities, the smartphone has been replaced by feature phones Students sought after object. Choice function, 61.2% of the students choose a smart phone, 34.7 percent chose the music phone, choose only 4.1% of the mobile phone business.- Obviously, backgammon and OPPO will face new challenges. / Business Review reporter Lu Yu-hua freelance writer SPDC