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营销者说通过2013年的尝试,我们想清楚的一点是:不要把媒体划分为电视媒体、平面媒体、数字媒体,而是要研究分类用户的生活空间、娱乐空间、工作空间,依据他在哪个空间去做传播;同时研究他在不同空间里面的行为方式,依据他的行为去做沟通。金立2013年在全球销售两千多万部手机。在第四季度,从出货量来说,金立在全球已经排名第十。对我们来说,一个重大举措就是在2013年7月份推出针对年轻时尚人群的ELIFE子品牌,并通过接下来的一系列品牌策略,去扭转金立在大众心中的固有认知,切入高端智能手机领域。一年的时间里,我们做了ELIFE E6发布会、联合腾讯视频推出网络自制剧《快乐ELIFE》、继而发布了“最拍照手机”ELIFE E7同时通过线上进行了一系列新品推广。
Marketers said that through the trial in 2013, we thought clearly: Do not divide the media into television media, print media, and digital media. Instead, we must study the classification of users’ living space, entertainment space, and work space, depending on which Space to spread; at the same time study his behavior in different spaces, according to his behavior to communicate. Jinli sold more than 20 million mobile phones worldwide in 2013. In the fourth quarter, Jin Li has been ranked tenth in the world in terms of shipments. For us, a major initiative was to launch the ELIFE sub-brand for young fashion crowds in July 2013, and through the following series of brand strategies, to reverse the intrinsic knowledge of Jin Li in the public mind and cut into the field of high-end smart phones. . In the one year’s time, we made an ELIFE E6 conference, combined Tencent video launched the network self-made drama “Happy ELIFE”, and then released the “most camera phone” ELIFE E7 at the same time through a series of online promotion of new products.