Moving with new charges, adjusted to the largest commercial brand challenges

   
         
By 4G Dongfeng, China Mobile is to integrate the existing brands and remodeling.

Yesterday, China Mobile insiders confirmed that on December 17, China Mobile will launch new business brand "and" brand identity for English "AND" with an exclamation point, coupled with the Chinese character "and". Color is green and pink combination, in order to highlight the youth and energy.

With the launch of new brands, China Mobile's original three major consumer brands global, dynamic and divine will be gradually withdrawn from the market. In addition, after China Mobile officially entered the 4G era, China Mobile launched in the 3G era, 3G exclusive brand "G3" will no longer be mentioned.

"The new brand and no specific explanations, primarily meaning of harmony, with you, with China Mobile ' mobile life-changing ' line. "A mobile insiders said.

In fact, starting from September, China Mobile's brand, the company changed from the original "China Mobile" to "China", "CHINA MOBILE" from uppercase to lowercase "China Mobile".

"China Mobile now and not only provides the user with the communication services or the information specialists, with the development of the mobile Internet, ' communication ' is not broad connotation of China Mobile business. "China Mobile, insiders say, the letter changes from uppercase to lowercase all the more intimate, lively, and users closer together.

The past ten years, China Mobile on the branding and brand marketing practice ahead of the other carriers, GSM is targeted at high-end users, m-zone for the younger groups, and huge sums to hire celebrity endorsements, such as Jay Chou, China was mainly low-end prepaid expenses from GE you speak.

But with the development of business, based on different characteristics of different clients as a basis for brand Division have been unable to adapt to the situation. For example, because m-zone package contains a lot of data services that many high-end users have also been a m-zone users, China flagship voice cheap rates Shenzhouxing Users for data traffic packages reflecting more demand.

From around 2010, keep a provincial company to China Mobile group to make recommendations, hope can notice the brand is not the user effectively divided, for each brand of marketing put into effect is also becoming more and more obvious.

"From a global perspective, only one carrier China Mobile has launched brand for customer property, while Japan and the United States and the European mainstream carriers involved are commercial brands. "One person Mobile Marketing Department said.

Brand new business "and" launch is based on this background. Business branding is not just 4G brand, covers, 2G and 4G, the subscription packages are all under this brand in the future.

In fact, China Unicom (15.17,-0.29,-1.88%) and China Telecom (50.61,-0.65,-1.27%) have adopted the consolidated business planning, such as China Unicom, "fertile" and China Telecom "Tianyi". China Unicom "Wal" brand, has introduced a "fertile · 3G", "Wo · family" brand segments.

However, front-end customer branding changes to rearrange for mobile business and set requests, existing client packages how to regroup under the new franchise will be a major test for China Mobile's existing business systems. For example, China Unicom launched the "world" brand, to readjust the national tariff system, cancel local tariff in different provinces, into a unified national tariff.

At present, for subsequent subscription packages, as well as adjustment of the internal structure of China Mobile has not yet commenced, relative to the promotion and marketing of the new brand, this is the biggest challenge for China Mobile.mobile dvr car dvr vehicle dvr