close
Huawei

Forefront | Redmi has confirmed a global spokesperson, does Wang Yibo match the price?

dd7df4f0-15d6-11ea-bb7c-aaaa00151f43.jpg

Xiaomi more and more likes to choose the popular small fresh meat as the spokesperson.On December 3, the official Weibo of Redmi Redmi mobile phone announced that Wang Yibo became its global spokesperson.Picture source: Redmi before Weibo is not like this.For a long time, Redmi played the national brand. The first spokespersons of the Redmi series were Wu Xiubo, Liu Shishi, and Liu Haoran. They represent user groups of different ages, and are consistent with the number of Redmi “national mobile phones”.Judging from the season when Redmi Pro went on the market, the film and television works of the three stars were either well-received or overheated, the topic was not strong, and the role of the spokesperson was not great.Unlike the Xiaomi series, which focuses on innovation and technology, the Redmi series focuses on cost-effectiveness and online sales channels. Cost-effectiveness means attaching great importance to configuration and parameters, and positioning is more masculine.In comparison, the spokespersons chosen by OPPO and vivo are more in line with the target audience of their mobile phones. They target young people, and the spokespersons choose popular little flesh.Wang Yibo, who has a large number of “girlfriend fans” and “mother fans”, is more suitable for endorsing the Xiaomi CC series, which seems to be not in line with the “cost-effective” Redmi.Xiaomi’s mobile phone has always been fascinated by the issue of “fitting with the spokesperson”.Among the flagship spokespersons, there are traffic stars such as Wu Yifan and Wang Yuan, as well as movie stars like Liang Chaowei.Even if it is the same star, Xiaomi does not care whether it is misplaced.For example, Wang Yuan endorsed both the Xiaomi Mi 9 and the CC series. The former is a high-end flagship machine, and the latter is aimed at younger groups, especially female users, who benchmark the flagship series of nova or OV.Wu Yifan is a frequent visitor of the Mi family. The earliest endorsement was 5X, a derivative of the Xiaomi digital series. This series is mainly for offline new retail..Linked to the newly implemented dual-brand route of Xiaomi mobile phones, it is even more difficult to understand Xiaomi’s spokesman strategy.The Xiaomi series focuses on innovation and technology, focusing on mid- to high-end and offline sales. Only the Xiaomi digital series and business series Mix have been retained, and the CC series for young people has been added.As mentioned earlier, the Redmi series focuses on cost-effectiveness and is deployed on the e-commerce platform. Only six models are retained.As for the under-output product lines such as Max, Note, Play, Xiaomi Digital + X series, it may not be the focus of the follow-up, and there will not even be related models launched.Xiaomi product line, picture source: The product line after Weibo combing seems to be clearer. The problem is that the Xiaomi series that decided to take the high-end line and the Redmi series that are mainly cost-effective are also keen to invite traffic stars as brand spokespersons.First, does Xiaomi really figure out who the audiences of its brands are?Second, where is the brand segmentation reflected?Not to mention that since independence earlier this year, Redmi has been trying to weaken the original low-end brand concept and started to learn from Huawei and the glorious dual-brand competition model. Redmi may also launch high-end machines in the future.On the other hand, the spokesperson of Glory obviously does not have Redmi’s preference for traffic.Glory 8 chose Wu Yifan briefly, then Hu Ge relayed, representing the flagship series of Glory, the other two spokespersons are Sun Yang and Zhao Liying.Also an Internet brand that is completely independent of the parent brand, Redmi is inevitably compared with Glory.Since it is a benchmark product, the positioning of the spokespersons of the two may be too large.In general, traffic stars are not conducive to consolidating the traditional “cost-effective” positioning and have little effect on “high-end”. Instead of changing the audience of Redmi, it is better to say that Redmi is eager to expand its audience.According to data released by research agency Canalys, in the Chinese market in Q3 2019, Xiaomi’s mobile phone shipments fell by as much as 33%.The performance of the domestic mobile phone market is weak, and its performance is mostly supported by overseas markets. Xiaomi has had to expand its “rice noodles” beyond male customers.An out-of-the-box “Chen Qingling” let Wang Yibo gain a large wave of female fans. It can only be said that Redmi also eyed the young women’s wallet.