至关重要的一点是把手机卖给正确的消费者。“很多著名的音乐人主动找到我们,问‘能来一部手机吗?’我们觉得当然能。于是现在他们买到了。越多的手机到正确的消费者手中,形势就越有利。“
Mobile phone industry analyst Ben Wood of tech consultancy CCS Insight agrees. He feels thephone is only modestly innovative, but the branding is quite brilliant. “Smartphones are asea of sameness. People are desperate for something new and differentiated. You drop thatMarshall phone on the bar and it’s going to be a talking point...It lit up social media.
技术咨询公司CCS Insight的手机市场分析师本伍德(Ben Wood)同意该观点。他认为这部手机并无多少创新之处,但是品牌塑造方面做得相当好。“智能手机同质化严重,人们都十分渴望新颖、差异化的产品。只要把马歇尔手机往酒吧一放,它就会立刻成为人们谈论的焦点……它能在社交媒体上点亮话题。
Although sceptical — “A goal of 1m units is commendable, but Samsung probably do that in aday — he conceded Marshall’s plan could come off. “A clever, edgy branded deal might grab asmall slice of the market. Create a lean business with low overheads and outsource it right,and, yes, you could make money.
尽管持怀疑态度——“100万部的销售目标值得称赞,不过三星可能一天内就能完成这个数目——但伍德还是承认马歇尔的计划可能成功。“一个聪明、前卫的品牌有可能从市场中分一小杯羹。创建一项精干的业务,如果能保持低廉的运营成本,并合理的进行外包,那么是的,这可以赚到钱。
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