Why is the entertainment star gradually absent in smartphone advertising in Vietnam?


The success of OPPO is associated with the name Son Tung MTP and many entertainment stars who seem to be models for brands to “give birth after birth” to follow but things are not so simple.

Selling phones in Vietnam was once associated with the image of entertainment stars

Son Tung phone is a familiar name of many fans for OPPO brand. The name of Son Tung MTP has never been so hot and the investment strategy of the Chinese phone company has created a model success when viewed from the perspective of media and sales.

Now mentioning Son Tung, people easily think of OPPO and vice versa. The increasingly powerful fan force of this talented singer brings a great advantage to OPPO and the fact that many “Sky” are also loyal users of this Chinese brand.

In terms of sales, Son Tung MTP as a brand ambassador for OPPO F1s has created a boom in our country’s mobile market in 2016. Despite being launched in August, just a few short months at the end of the year is enough. This product won the best-selling phone in Vietnam that year. More impressive when it took only 3 years from the time we entered our country, OPPO became the No. 2 smartphone company and maintained until today, surpassing the Nokia name which is only a “relic” in the hands of Microsoft. In 2018, the scenario repeated with the throne of sales belonging to OPPO F9.

In just 3 short years with the communication strategy associated with Son Tung MTP, OPPO quickly took the second position from the former King Nokia – Microsoft in Vietnam. Source: Cafebiz.

Not only Son Tung, famous names in Showbiz circles such as Ho Ngoc Ha, Toc Tien, Noo Phuoc Thinh and Chi Pu have also participated in OPPO promotions. The “double sword match” with a sales strategy is equally strong to install a white background with white letters on small phone shops, OPPO’s name covers all areas from urban to rural, from internet to The way goes home every day.

Besides OPPO, Samsung is also a company that is hard at investing in a well-known communication strategy (KOL). Remember supermodel Thanh Hang is the brand ambassador of the Galaxy S6 to Galaxy S9 series. Or the popular name Issac was “chosen to send gold” with the flagship Galaxy J7 Prime in 2016, creating an interesting counterweight to Son Tung of OPPO F1s. However, maybe because of being behind the opponent for 1.5 months, although the Galaxy J7 Prime has been selling very well, it has been pitying in second place.

Actor, supermodel Thanh Hang is the face of the Galaxy S series for many years.

Other names like Soobin Hoang Son, Ngo Thanh Van, Tuan Hung, Le Hieu, … are also often attached to the marketing strategy of the world’s No. 1 smartphone company as well as in Vietnam.

2019 & celebrity fade in the communications strategy of phone companies

We see this coming from the key products of the company. Son Tung MTP is still with OPPO but not too boisterous as before. Every time OPPO launches a new mid-range phone, users and the Sky are familiar with TVC extremely ads with the appearance of the original Thai singer, this year in the F11 / F11 Pro duo that does not happen. again. At the launch event, his appearance was also lightning-fast and entertaining as similar to singer Huong Giang Idol or Black Buffalo, nothing special compared to the brand ambassador title people often think. The relationship between him and OPPO’s flagship mid-range duo in 2019 is most noticeable perhaps the image on the product that appears on the company’s website and sales pages.

No more headline like previous models, the image of Son Tung MTP appearing on OPPO F11 Pro like this is also enough to contribute to the success of this product. Source: OPPO.

Most recently when OPPO introduced the Reno / Reno 10X duo of the high-end and high-end segment, no name in the entertainment industry was initiated to be the brand ambassador for the new product line that the company called. is this “breakthrough”. Even in the recent product launch event in Vietnam, not any A-list entertainers appeared and entertainment was showing a change in the communication strategy of the phone company. this.

Samsung does not currently have any brand ambassador faces attached to its smartphones. Supermodel, actress Thanh Hang still accompanies the Korean brand but her role is not as deep as before. Instead, she and the familiar Vietnamese stars such as Tuan Hung, Duc Phuc, Quang Vinh, Ninh Duong Lan Ngoc, … only appeared in short-term campaigns such as the Galaxy S10 Color Spot trend.

The recent launch of the Galaxy S10 + Park Hang-Seo limited edition is also the same time. The Korean strategist has been the Samsung Vietnam brand ambassador since March 2018, spread across many areas of the company’s business, not just for mobile or any smartphone.

Huawei after inviting My Tam, Soobin Hoang Son, Rocker Nguyen and most recently choosing Chi Pu as the brand ambassador for Nova 3i flagship product line, all communication activities associated with celebrities are quiet. . None of its products from high-end to high-end in 2019 have the parallel of the singer “Brother, stay” or any other names. Especially since the US government’s ban on China’s No. 1 technology corporation and a lot of bewildering information to users, Huawei Vietnam has been strangely tight-lipped.

Just last year Huawei was frantic with brand ambassador Chi Pu, this year the company is strangely tight.

The only highlight between the story of the phone company & KOL is the event that singer Isaac officially became the Ambassador of Realme brand in Vietnam. Unlike Vivo or OnePlus, which shares the parent group BBK with OPPO, Realme is a sub-brand of Vietnam’s No. 2 smartphone company, targeting the mid-range and popular segment.

The strategy of using celebrities regressed because it is no longer appropriate?

According to the latest data from market research firm GfK, the first four months of 2019 witnessed the overwhelming dominance of Samsung and OPPO. These two names in terms of market share of semi-genuine products outstrip the rivals behind Apple, Huawei, Xiaomi.

Source: CafeF.

From a media perspective, the advertising strategy associated with celebrities is most effective at the stage of building, strengthening the brand image in the hearts of consumers, the purpose of polishing names and finally increasing sales. In the position of Samsung and OPPO at present, celebrity communication is still effective but not critical. It is also understandable that the two big players “play” in reducing their attachment to the KOL world.

OPPO now wants to elevate its brand to the point where the “production” of the Realme sub-brand is part of the plan. The airline is also going to sponsor major events, international. Mr. Shen Yi, Vice President of OPPO and Chairman of OPPO’s Business Division in China, said that the cooperation with Wimbledon is part of a global strategy, based on the internationalization and branding of the company. enhancing OPPO’s influence and brand power globally.

The main sponsor of the world’s most prestigious tennis tournament is the step to enhance the brand image and reach OPPO’s more advanced customers..

At the moment, the Realme case is a good example of a communication strategy tied to celebrities. The first factor is that this company only joined Vietnam last year, the job needed right now is to increase brand coverage.

The second important factor is the financial potential. The model of spending money as a media, cooperating with OPPO’s A-class star not only in Vietnam but also in many other parts of the world is clearly the ideal model for Realme to do the same. Especially when it is succeeding in India, the 2nd largest smartphone market in the world, with OPPO’s parent company backing enough to serve as a springboard for this new name to advance in new markets like Vietnam.

Xiaomi and Apple from the beginning did not follow the strong promotion in Vietnam, while Huawei seems to be struggling to build a new direction in the days when Android is lacking. The remaining names, or not interested in our market or financial resources, do not allow to invite A-list stars, then spend the prime time to advertise, PR, sponsor programs hot … to maximize the influence of KOL bring. However this is not all the problem.

Except for the names mentioned, the rest of the names you think they are not salty or not enough potential in the media game by celebrities?

Smartphone market is saturated, new products are the things that need to focus the most

IDC statistics show that the global smartphone market in 2018 has grown by 3% compared to 2017. Vietnam is also not out of that flat truth. GfK released its data for the first quarter of 2019, which showed that domestic phone consumption decreased by 7.5% compared to the same period last year. In fact, this is not too surprising when even the most tech-savvy people are also smooth with phrases like “saturated”, “boring” when talking about smartphones at the present time.

The first quarter of 2019 recorded a sharp decline in Vietnam’s mobile market, showing signs that users are no longer interested in upgrading, despite the strong efforts of the media. Source: GfK.

Phone companies know more than anyone else and are focusing on product innovation. A smartphone that is hailed “good in every way” is no longer a strong fulcrum to sell. It even accidentally leads to the situation that no manufacturer wants: the phone upgrade cycle of users lasts more than 2 years and is continuing to increase (according to research by BayStreet Research in 2018).

Users are lazy to exchange new phones because the ones that are still in good use while new products are becoming increasingly expensive lack the difference and originality to be worth the money. Creating a good product is now only a necessary condition, it must possess a new and unique condition, which is enough to convince the gods to pay.

In fact, since the beginning of this year, the phone market does not seem to follow a predetermined scenario. Apple is no longer a reluctant inspirer anymore when only the iPhone trio keeps the notch design. Samsung launched the Galaxy S10 with an Infinity-O screen with a selfie camera cluster inside the Super AMOLED panel. The company also boldly launched high-end smartphone Galaxy A80 with a rotating camera design that does not touch. The Galaxy Fold promises to usher in an era of folding phones, but the technical issues are yet to make them available on the market.

Apple’s iPhone from the position that inspired the world about the notch design is now alone among the diverse Android designs of new designs..

Equally aggressive are the phone companies from the most populous country in the world. No need to learn design from Apple or Samsung, they prove that they can also create and launch new products that make people admire. OPPO reinvented itself with the OPPO F11 Pro, which features a sliding selfie camera cluster and its overall design confidently places the words “Designed by OPPO” on the back. Recently, the company launched the OPPO Reno / Reno 10X duo equipped with fancy shark fin cameras. Xiaomi also quickly launched the K20 / K20 Pro duo with a retractable camera and a cool back pattern. In addition to Huawei P30 Pro model, which has the world’s largest DxOMark score and 50X optical zoom, the Mate X model challenges Samsung’s representative in the race of folding screen smartphones.

In the popular segment, the equipment / price factor is still used to make the product stand out. Xiaomi has Redmi Note 7, “Real price” Realme is preparing to launch Realme 3 Pro model with Snapdragon 710 for just over 5 million compared to OPPO Reno’s 13 million.

Another trend of equipment is also rising, it is equipped with more than 2 rear cameras for phones. The new iPhone at the end of the year will also have three rear cameras like many current Android smartphones or the Galaxy Note 10 model predicts up to four rear cameras.

It is too early to say that efforts to improve and refresh products from smartphone companies will make the global mobile segment grow as strongly as many years ago. But at least they realized the core problem to solve. In this context, the media strategy associated with celebrities is not outdated, it simply needs to be used “at the right time”.

Minh Ty
* Source: Young intellectuals

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