Domestic Brands Go Out To Create Classics.

In the era of global overcapacity, the queuing phenomenon of buying goods is becoming more and more rare.

If a commodity can get "queuing" award in some areas, it is often

Loyalty and attractiveness are the highest performance.

If queues are snapped up around the world, it is even more rare.

In the technology circle, Apple Corp launches every item.

Almost all can cause queuing up in the world.

This year

The limited amount of sports shoes NMD sold out globally is the representative of the apparel industry.

However, it is worth noting that these brands are almost exclusively from Europe and America, most of which are famous foreign brands.

But recently, consumers in Paris, New York, London and Mumbai have long queues for a Chinese brand product. At the same time, at the same time, several international metropolises in the world are crazy about this single product. European and American users have queued up for several blocks to buy it. Some users queued up one night in advance to get the first time.

For Chinese brands, there are hardly any scenes of overseas popularity.

In the past, the early morning queues usually took place in famous foreign brands.

The most representative product is apple flagship store, which is released every year after new products. In order to rush to buy the latest Apple products at the first time, the "fruit powder" not only needs to get up early, but some even go to stores from other places, and set up tents all night to wait for the opening of business. This is also a common thing for fruit powder. The title of "the world's first consumer of apple new products" is even more glorious for "fruit powder", and it will be reported by the global media.

In addition to apple, the big international limited offer is also a choice for queuing up.

Now, in March 17th, the Adidas NMD running shoes, which were officially launched in March 17th, triggered more than 1000 people queuing up 24 hours before the launch of the flagship store in Beijing and even needed to dispatch the police to maintain order at the scene.

However, in June 15th of this year (overseas local time), the world famous fashion shops were surrounded by crowds surrounded by Paris tide shop Colette or New York Soho of Magnum. Queuing teams extended to many blocks. In India Mumbai Pop-up, there were more than 2000 people queuing up, and the products that the global users were crazy about were not apples or well-known international brands. Instead, they were a mobile phone brand from Shenzhen, China, plus OnePlus. They scrambled to queue up to buy the third products OnePlus 3.

This is the first time that a Chinese brand has been so popular in the world. Reporters first reported on this, and learned that the original brand was not the first time that the global users were enthusiastic about it. As early as last year, when OnePlus 2 was released, there was such a global queuing occasion. And a generation of OnePlus products also launched a craze in the US Silicon Valley. The reporter further learned that although the brand was established in less than three years, it could be popular around the world, which is inextricably linked to the founder's product pursuit and market determination.

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In fact, five years ago, both domestic consumers and foreign consumers, the impression of Chinese mobile phone manufacturers was inseparable from cheap and poor quality, so that the domestic market was occupied by foreign brands and consumers were unwilling to buy domestic brands, which was not only existed in the mobile phone market, but also existed in a wider range.

This situation has changed radically after five years. According to the latest report of McKinsey consulting company, 62% of Chinese consumers now prefer domestic brands in the same quality and price.

This reversal of domestic brand attitude is more prominent in the mobile phone market.

The popularity of one plus has also gradually appeared in the domestic market. In June 16th, one plus 3 minutes sold on the official website and the Jingdong, and it was announced that it benefited from one plus 3 in advance of half a month, and ready for spot and now fast pportation. On the first day of sale, there was a user's drying list and evaluation. Jingdong's high praise rate reached 97%, according to the number one product.

Design and hardware, style and aesthetics, domestic brands go out is to create classics.

"Made in China" is actually a very complex composition. In the era of globalization, Chinese manufacturers must also make their comparative advantages the best, based on the inevitable requirement of industrial chain extension and fine division of labor.

The acme is not only the brand shaping of global respect, but also the integration of global resources close to the local and global markets, and the implementation of overseas experience on their products.

Based on the self-confidence of the brand, one plus founder Liu Zuohu put forward the strategy of launching a flagship product only a year, and broke the industry's flagship sub high matching low matching rules. A flagship class has only one top-level configuration: Xiaolong 820 processor, Samsung flagship AMOLED 5.5 inch 1080P display, rear SONY IMX298 1600W pixel camera, support Netcom, 0.2 seconds fingerprint recognition...

The famous American magazine IT PC Magazine made a "combination of such a configuration for one plus 3", which is the first evaluation we have seen in the United States, and the performance is even more amazing.

"Rebuilding an industry classic" is a plus team's expectation of one plus 3.

This classic creation is not only the fermentation of the brand, but also the enhancement of the hard power of the product.

In Liu Zuohu's view, the logic behind the classic is that even if the details of the product are constantly polished and debugged, they will be able to withstand the test of time, that is, "give users value instead of" value ".

For example, to achieve the feeling of "looking flat, holding in hand or really cool", what is needed is the grinding and combination of design and technology.

Moreover, it is extremely difficult to achieve product differentiation and beauty in such a homogeneous Red Sea as mobile phones. But in the global market, differentiation is precisely the key to breaking away from the brand and pforming the brand image from "cheap" to "quality".

For one thing, the oxygen OS system is a major factor that attracts much attention at home and abroad.

A plus OS system configured overseas has also adapted to the international Android native system as the dominant design trend. This maintains the original concise interaction and information display style, while optimizing the system which is not humanized part of the original system, plus a unique design aesthetics, so that consumers at home and abroad are very interested. Liu Zuohu has paranoid demands for differences and beauty.

Confidence in the brand is crucial in internationalization.

"Our team from 19 countries around the world does not think we are in the sea," Liu Zuohu admits. "It's easier to be a world-famous brand, but to be a respected global brand is actually very difficult, and the vision of a plus is to be a" respected global brand. "

To Liu Zuohu's pride, the brand idea of "Never Settle" has attracted like-minded teams and consumers with the same values for attracting and attracting.

Yi Jia's internationalization strategy has also won the high attention and praise from overseas media.

"A real flagship killer", "almost perfect Android mobile phone", "a handful of mobile phones that are unreservedly recommended", "compared with its competitors, plus a mobile phone 3 almost defeated every flagship phone we have ever tested".

Including the famous Internet News blog Mashable, the international well-known science and technology information network CNET, the famous American technology media The Verge and so on, many overseas famous media almost all give a high appraisal to one plus 3.

The media and consumers' praise is undoubtedly a plus brand confidence.

In fact, before one plus 3 was released, a plus showed their confidence in their brand.

In June 6th, the "blind sale" was launched on the official website of the Canadian government.

What is interesting is that when some people are still not clear about the concept of "blind sale", the 1000 blind sales quota of one plus 3 mobile phones is robbed by fans in 18 seconds. The real data make the brand confidence of a plus more convincing.

When we talk about "made in China" and "industrial 4", domestic brands, especially domestic mobile phone brands, have begun to shake off the "cheap, poor" old labels and turn them into brand new "quality and innovation" images. Some of them have not only caught up with and even surpassed those famous foreign brands in the domestic market, but also attracted more and more attention overseas.

As Liu Zuohu, a founder of mobile phone and CEO, said, "to go global, we must be confident and confident to be open and open to win cooperation". This is their logic and what they have been doing all along.