Not only must we grasp the girl’s heart, but also grasp the young heart.
I can’t afford a million sports car, but you can enjoy it with a co-branded mobile phone.
Huawei Mate 30’s Porsche limited edition is finally on sale, as always, the local design, as always, the high price, reached 12,999 yuan. There are only a few stocks available, and some cities have only a single digit. However, the enthusiasm of users has soared, and the price of the yak of the idle fish has been nearly 20,000 yuan.
This is the third year that Huawei launched the Porsche Mate mobile phone. It is also a convention of the Mate series and has become a symbol of quality. Generally speaking, the buyer will either bring gifts or “local tyrants” or company executives to decorate the facade.
If the sports car is still somewhat unattainable, the 3,4000 yuan mid-range machine can only take the animation IP and the museum’s east wind. These joint names are very easy, the price is not expensive, and it is enough to have personality. The heart of young people.
The manufacturers certainly don’t expect the amount of limited edition or joint edition to go, they are more to increase brand premium and tonality. Especially in today’s increasingly homogenized smartphones, it is necessary to distinguish them from their opponents. The unique joint edition is becoming more and more indispensable.
Mobile phone manufacturer’s super running complex
Mobile phone manufacturers have always been keen to get in touch with luxury cars. Compared with the luggage of the street, the sports car is more “cool”, which can enhance the brand’s texture.
As early as the 2007 feature machine era, Motorola introduced a Ferrari version of the flip phone RAZR maxx V6. The front and back of this phone have a Ferrari LOGO, the screen has a Ferrari wallpaper, the switch sound is a Ferrari engine sound, and also sent a Ferrari red leather case. It’s all about it, it’s nothing to look at, and the price is as high as $633. To know that the price of the original iPhone released in 2007 is only 499 US dollars, the Ferrari version of the phone can be said to be somewhat unreasonable.
The trend of domestic and sports car joint promotion of limited edition mobile phones is still initiated by Huawei.
Huawei actually played a sideline ball. They don’t cooperate with Porsche cars, but Porsche Design. This is a design company that has been in business for more than 40 years. It designs auto parts for Porsche and also designs suitcases, wallets, T-shirts, model cars, calendars and even buttons.
Mate 30 Porsche Edition, picture from Oriental IC
Huawei and Porsche Design began to engage in 2012. At that time, Huawei wanted to enter the high-end market, especially in the international arena. The joint name of luxury goods has become the entry point for marketing. However, at that time, European luxury brands did not look at the unspoken Huawei. Instead, they felt that cross-border cooperation would lower their brand image. For the sake of compromise, Huawei chose Porsche Design.
Until 2016, they co-published the first Mate 9 co-branded mobile phone. Porsche Design designed the body to be a symmetrical line of sports cars, with a price of up to 8,999 yuan. The sales boom made Huawei surprised, and Yu Chengdong said it was more than 10 times as expected.
After that, every Mate phone will have a co-branded version of Porsche design, and the price will climb. Although there is no cooperation with the Porsche sports car company, Huawei has spared no effort to tie it up with it. For example, the poster will be printed with a speeding sports car, and the selling point will also have a “Porsche four-point headlight design element”. .
The launch of the Porsche version can be said to be an important step for Huawei to upgrade its brand tonality. According to Li Changzhu, vice president of Huawei’s consumer mobile phone product line, “When Huawei’s mobile phones hit high-end brands, not only their own products must stand up, but also the ability of partners to ‘group together’.”
After that, Huawei quickly began to emerge in Europe. Before this year’s sanctions, shipments once reached the second position, and the price of the flagship machine exceeded the threshold of 1,000 euros.
Seeing Huawei taste the sweetness, other brands have followed suit.
In the past year, OPPO released Find X to launch a limited edition version of Lamborghini, priced at 9999 yuan – the price is slightly gentler than the Huawei Porsche design. The exterior features Lamborghini’s classic carbon fiber texture, Lamborghini logo on the back, and a special design for the box, printed Lamborghini’s signature Y-shaped taillight pattern, and a hot stamping logo.
OPPO Find Lamborghini version, image from official
One plus 7TPro also launched a joint model with the sports car McLaren this year, with a custom-made protective case. The price of this phone is only set at 5,299 yuan, still in common use.Within the tolerance of the household.
How to please young girls
In addition to the business flagship OPPO Find X and Huawei Mate, the mid-range price of the mobile phone in the past few years in the IP joint name is also a pattern.
Looking for a relatively low threshold, fans have enough IP, and naturally preferred secondary IP.
Meitu mobile phone is a representative, although the business is not good, and finally sold to Xiaomi, but it is still a good name for the joint mobile phone.
In 2017, Mito launched the M8 Sailor Moon Limited Edition gift box, in addition to the Sailor Moon’s protective case, as well as the heart-shaped self-timer and a pink self-timer remote control. The key is that this phone is not expensive, only 2,999 yuan, the world is limited to 10,000.
Meitu mobile phone M8, the picture is from the official website
The popularity of the Sailor Moon co-branded name made it impossible for Meitu to find out that it had not been listed yet and it was 5888 yuan. On the night before the sale, the West Lake Yintai Gate was long queued, and some people even took the train to Hangzhou for a long time. In the end, there were too many people on the scene, which exceeded the security capacity. Mito had to cancel the morning activities.
In addition to being robbed of the Sailor Moon version, Mito has also launched a number of animation co-branded products. Including the Hello Kitty co-branded version, the Magic Card Girl Sakura limited edition, as well as the Dragon Ball and Cherry Maruko. However, there was no fire in the Sailor Moon mobile phone.
In addition to trying to please female users, manufacturers also want to satisfy the young hearts of men. In 2017, Xiaomi launched the Red Rice Note 4X, which is jointly named with Hatsune Miku. It uses the green color of Hatsune Miku’s hair, the back is printed with the “Hatsune Miku” Chinese LOGO and limited edition number, and also presents a limited edition mobile power and Hatsune mobile phone case. . The price of this mobile phone fully exploits the characteristics of Xiaomi’s “price is kind” – as long as 1299 yuan. Just posted on the b station for 1 second to warn.
The OPPO selection is even smaller. OPPO Ace is a product for heavy mobile game users, which is highly coincident with users. Therefore, they launched a limited edition of the 40th anniversary, using up to red, white and blue colors, the outer shell is designed to be the texture of the outer armor, and also screened up to the avatar. Although the limited edition is 30,000, the price is only 3,599 yuan, which also triggered a wave of buying. After the sale, it was quickly fired to 4,000 yuan on the idle fish.
OPPO Ace up to the joint name, the picture is from the official
Xiaomi’s Mix series is an artistic style. Mix2 and designer Philippe Starck have launched 3,000 sets of limited editions, which are more than 1,000 yuan more than the regular version. Mix 2s and Mix 3 partners, including the British Museum, Dunhuang Research Institute and the Palace Museum, just in line with the literary image that the Mix series wants to shape. The most expensive is 4,999 yuan, about 1,000 yuan more than the regular version.
In the final analysis, the joint version is just some micro-innovation on the face value. It is easy to make people feel tired by changing the appearance and changing colors. At the beginning, they can also reap a sense of freshness. Now, unless the manufacturer has exclusive cooperation with well-known IP, the common joint version is hard to get the user to pay.
The joint version has played a role in icing on the cake. However, even if there is a limited edition of the Sailor Moon, it will not save the decline of Mito mobile phones. In the end, manufacturers still have to rely on their flagship flagship to maintain their position.
(I am Yuan Silai from the reporting department of the big company, paying attention to the mobile phone and hardware industry. If there is a saying about the joint name, welcome to add WeChat yuansl_92 to communicate with me, please also indicate the name + company + position.)