In 2018, China's mobile phone market was at a critical juncture of consumption upgrading. Before 2018, Chinese consumers generally lacked trust in domestic brands, and the stereotype that domestic brands equaled low-end phones was deeply ingrained. Domestic mobile phone brands were engaged in fierce competition below 3,000 yuan, focusing on cost-effectiveness.
The price range above 3500 yuan marks a watershed moment for mid-range luxury smartphones. 3999 yuan is practically the lifeline for those aiming for the high-end market. Most domestic brands daring to sell at this price point would be ridiculed online as "money-grubbing." As for the 5000 yuan and above threshold, it's practically unthinkable.
Renxing has always had a good reputation and is quite bold. In 2017, Renxing attempted to enter the high-end domestic smartphone market, pricing its Ranar 2017 model at 4498 yuan. Unfortunately, it received critical acclaim but failed to achieve commercial success; although users praised it, sales remained stagnant.
Now, Renxing, having learned its lesson, has made a significant investment by hiring Shang Yechu as its spokesperson, aiming to once again penetrate the high-end smartphone market. While this stems from confidence in its own products, it also demonstrates its trust in Shang Yechu's popularity and influence among the general public.
For fans, there's more pressure than surprise. The domestic high-end smartphone market has always been dominated by American iPhones, with South Korean SunMoon taking the remaining share, leaving very little room for domestic brands.
Furthermore, Ye Quan's fanbase is predominantly young with limited spending power. Many still rely on their parents for money. Four thousand yuan is simply beyond the reach of most fans.
For example, Ye Xiaoxiao cried a lot in the fan group, complaining that her parents wouldn't buy her such an expensive phone, and everyone in the group could only offer her verbal comfort.
Although the desperate woman organized a lottery, she didn't really have high hopes for sales this time. Renxing had already failed once, so what was the big deal about failing a second time?
Shang Yechu initially accepted the endorsement simply because Renxing phones were indeed of high quality and wouldn't disappoint her fans. However, she somewhat underestimated the fans' purchasing power. Ji Juntao, on the other hand, was concerned about Shang Yechu's brand image and, knowing this, did not reject Renxing.
An artist's first endorsement has a significant impact on their future commercial image; taking on a mobile phone endorsement and taking on a sock endorsement are two completely different things. Moreover, Renxing has never had any scandals since its inception, its foundation is very solid, and it complements Shang Yechu's hugely successful role as Li Yiming perfectly.
Of course, the fact that Renxing's new device was so ugly still startled Ji Juntao, making him stumble. If it weren't for the other party's sincerity, Ji Juntao would have really had to think twice.
Unlike Ji Juntao's scheming, Shang Yechu's honesty, and Ye Ya's trepidation, Renxing's brand team displayed immense confidence in their "ugly" phone. After officially announcing their spokesperson, they eagerly placed huge posters in subway stations, landmarks, and stores across major cities. The posters featured Shang Yechu flashing a dazzling set of white teeth, holding a heavy silver, black, red, or green phone as if it were a jade seal.
Shang Yechu's long hair danced gracefully in the city wind, while Renxing's bricks gleamed in every corner of the city.
Online, Renxing also launched a massive marketing campaign. This included leveraging Weibo's trending topics, banner ads, and a KOL matrix, as well as extensive advertising on platforms like WeChat, Douyin, Pi Station, and Hongshu. Platforms like Taobao and Jingdong also purchased massive amounts of advertising.
Last year's Renxing was in the same boat, the only difference being that the spokesperson they hired was a singer, while this year, the spokesperson's face has been changed to Ye Chu.
Such viral marketing naturally attracted some discontent. Shang Yechu's haters—the usual refrain—started their mockery early on, wishing Renxing Ranar's sales would match last year's. Fans of other artists of similar age were also watching, secretly hoping for a sales flop.
Although most artists may never have a work like "Tianban" in their lifetime, Shang Yechu's success has obviously given some artists and their fans an unrealistic illusion: if it weren't for Shang Yechu, her endorsement resources could have been shared with other artists of the same age.
Shang Yechu is currently enjoying the best public opinion online, with most netizens showing leniency and not being overly critical. However, Renxing Mobile is not being so kind.
Several posters featuring Shang Yechu holding Renxing's phone were photoshopped into various memes, such as "Here's a brick for you," "By the grace of Heaven, the Emperor decrees," and "Your takeout has been delivered," which quickly became a viral sensation online. Furthermore, users on Pi Station (a Chinese video-sharing website) created numerous hilarious and absurd videos.
Li Yiming stabbed Di Ting in the heart, but the creature came back to life. Li Yiming smiled wickedly, took out a brick-making machine from his pocket, and smashed Di Ting to death with a brick.
Li Yiming stole something again and was caught red-handed by Lu Huaizhang. Lu Huaizhang angrily shouted, "What are you hiding? Give it to me!" Li Yiming flicked his sleeve, throwing a Renxing cell phone at Lu Huaizhang's head. The next second, the scene switched to Lu Huaizhang lying in the hospital;
Lu Huaizhang accepted the bribe and opened the box containing the gold bars. Inside, it was filled with Renxing mobile phones. Lu Huaizhang was overjoyed: "I'm rich! These things sell for more than gold!"
Time flew by amidst the reactions of netizens, whether they mocked, observed, or anticipated. Now, the moment of truth has finally arrived.
At 12:00 PM on August 28th, the pre-sale of Renxing Ranar 2018 officially started!
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