New taste, from chasing new to chasing brand advanced

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Author 丨 Gu Fu

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One of the important signs of the evolution of mobile phones from the function phone to the smart phone is the screen upgrade. Smart mobile phones replace the physical keyboard with screens, and the larger display area also makes the mobile phone more possibility of answering calls.

With the development of smartphones, the contradiction between the larger display screen and portability makes the folding screen mobile phone the mainstream direction of the current evolution of smartphones.

As a three -year -old folding screen mobile phone that has officially entered the era of mass production and consumption, it is undoubtedly a well -deserved new pearl in the mobile phone market, playing an important role in each mobile phone brand.

For domestic mobile phone brands that are still in the process of high, folding screen mobile phones represent high -end product power. Among the global mobile phone brands such as Samsung, it represents the future perspective of the brand.

Under the logic of new products represented by folding screens, the new mobile phone released at the moment is the position of the brand's future potential. Therefore, the release of each new product is the reshaping of the overall brand.

In this reshaping dialogue, the new product is the core role of direct dialogue with consumers. The first experience of starting the first time after the release of the new product is undoubtedly the best first impression of the brand.

However, the establishment of the first impression of the brand is often focused on the limited time window period from the new product conference to the first batch of early adopters.

Consumption is attitude, and the brand is expressed. Obviously how to give consumers a new consumption experience better and faster, it determines whether the brand can achieve fresh product expression through new products and take the lead in occupying consumer minds.

01 Folding screen in the science and technology experience jet lag

How long does a folding screen mobile phone from publishing to consumers?

As early as October 2018, a brand tried to launch a folding screen mobile phone, but after the new product launch, the delivery date continued to jump tickets. What really allows the folding screen to enter the public vision is the Galaxy Fold released by Samsung after half a year.

In February 2019, Samsung released the first folding screen mobile phone Galaxy Fold. Until September 6th, it was sold in stock, allowing consumers to really experience the charm of folding screens, but this was still waiting for a period of time.

At that time, a folding screen mobile phone, from the new conference on the press conference to the time difference of consumers, was mainly due to the immature industrial chain, the difficulty of supply chain, and the uncertain time of the spot sale time.

After Galaxy Fold products, Samsung released Samsung W20, Samsung Galaxy Z FLIP, Samsung Galaxy Z Fold 2, Samsung W21 and other folding screen products, and officially opened the era of folding screen.

As the leader of the folding screen mobile phone, under the leadership of Samsung, the mature industrial chain technology has also made the release of the folding screen mobile phone from early uncertainty to today's certainty.

When the product capabilities on the supply side are guaranteed, the difference between the early adoption time from the new product to the first batch of consumers from the new product is released? JD.com and Samsung Pioneer Program tried to give their answers at the product launch conference of the fourth -generation folding screen mobile phone of the Samsung Z series.

Specifically, JD.com's "New Product Intelligence Bureau" and Samsung launched the "Everbright Plan" for the first time. In JD, users participating in early adopters can be used for a limited time and limited edition to buy new machines after the global launch conference on August 10, which means that the first consumers can take the lead in experience the new products before the new domestic first sales.

In terms of consumers, the new products of the domestic market have been raised. Such cooperation breaks the new machine for sale after the press conference before the press conference. Compared with the time for ordinary users to sell orders, the first batch of early adopters can get started in advance to experience the technological sense of Samsung's fourth -generation folding screen mobile phone, which further shortened the early adopter of cutting -edge technology consumer enthusiasts.

Not only that, for Samsung, the release of a new product is often divided into global conferences for international consumers and regional market conferences for international consumers. The former is to form a brand's international unified image, and the latter emphasizes the localization strategy of brands adapted to local conditions.

Through this early adoption plan, the brand's normal press conference rhythm arrangement has been maintained in terms of brand. It also combines the localization innovation of the domestic market environment, so that domestic consumers have the opportunity to get the same early adoption opportunities with the global market, and draw the global conference. And the scientific and technological experience brought by the domestic press conference.

Under the double upgrade of consumer side and brand side experience, on the basis of the hard power of the fourth -generation folding screen mobile phone product of the Z series, it is clear that Samsung will also further strike the service experience. Competitive and hot folding screen mobile phone market, seize the new mind of consumers.

02 The brand from chasing new to chasing

At the release stage of the new product, whether the consumer group can be accurately positioned in the first time, and whether it can focus on consumer attention is the key to whether the new product can eventually detonate the market and harvest the brand's influence.

Among these key elements, whether the brand can grab the opportunity when the new products are released, leaving the best first impression for consumers, and the first step in cultivating potential shopping needs and good reputation in the future.

Therefore, as the preferred position released by new products, the JD.com New Products Intelligence Bureau is not just a new taste. It carries two main functions: one is an incremental tool and the other evaluation system.

As a brand's lifeline, for the brand, a new product can not only bring high sales, but also more importantly affect the potential user base that can affect extensive. Getting the first opportunity during the new taste of the new taste and seizing the early adopters, it is equivalent to seizing the youngest and most influential "new youth" in China.

However, because of the scarcity of the product experience of the new product itself, it is often necessary to enhance the consumer shopping experience by reservation and priority delivery. Therefore, for the first new product, service is often the first impression of the new product experience.

As a new product experience, at the JD Intelligence Bureau, the brand first through the innovation of service experience, and established a close relationship with core seed users through service upgrades during the early adoption stage. With a more internalized early adoption method, the user privilege of the core circle of the brand is established.

For the brand, the new taste of the core circle is not the end, but the beginning of the consumption relationship.

Generally speaking, the growth path of new products is first to be recognized in the core circle to form an early -adoption effect. When users outside the circle enter, they will get a sense of discovery because of curiosity, and finally integrate into the brand circle to form the brand effect. When there are more and more word -of -mouth, more users enter the circle, new products will break naturally.

Because when the first core users get the first to get new products and start using it, how the experience of the prejudice users, whether it exceeds expectations, and how to evaluate this product is whether the new product can become the basic market for market explosive products in the future.

In this basic disk spread out from the core circle, the Jingdong Intelligence Bureau often exists as an evaluation system for a new feedback experience. In order to grab the real product feedback tracking of the fresh products, improve the accuracy of brand online marketing and the understanding of ordinary users. A more effective help brand estimate the market capacity of new products in advance to help brands grow high -quality growth.

As a brand with the ability of the entire industrial chain of the mobile phone, Samsung, which has always maintained the technological innovation capabilities of cutting -edge consumer products, undoubtedly uses a faster new fresh adopter experience to meet the personality needs of users of the core circle, and realize the user's "early adopter" to the brand "Chasing the heart" consumption mental transformation.

In the increasingly fierce mobile phone consumer market, innovation is the foundation of survival for mobile phone brand merchants. In the market that is close to the saturation of mobile phones, only the market and experience upgrade can gain greater competitiveness, and faster product iteration can continue to maintain this advantage.

The product power of the new product, as a mobile phone brand, to achieve the combat effectiveness of sustainable development, the product and service experience of new products need to be continuously invested and deeply cultivated. In the process, choosing partners with the same combat effectiveness can provide more motivation to experience and user communication channels. JD.com is undoubtedly such partners.

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