The Case Study Of Meizu's Rebranding

As a famous domestic mobile phone manufacturer,Meizu launched its first mobile phone M8 in February 2009.In the first few years,Meizu has been known as a "small and beautiful" niche brand in the mobile phone industry.The company only released one product every year,and has its own specific user groups.However,with the reduction of the threshold of the smart phone industry,the industry entered into the Red Sea competition stage.The overall degree of market concentration increased and “small and beautifu” Meizu encountered development crisis.In response to the crisis,Meizu actively changed ideas to promote the transformation of Meizu to the mass brand.Through rebranding strategy,“Meizu” mobile phone has been recognized and purchased by more and more consumer groupsThis paper introduced the history of Meizu mobile phone and studied the experience of Meizu's rebranding to the mass brand from 2014.After three years of rapid development,the sales volume of Meizu mobile phone has grown from 2 million units in 2013 to 22 million units in 2016.Meantime,Meizu has become the top 10 domestic mobile phone brand and known as a popular brand.Surely the successful transformation of Meizu in the past three years is inseparable from the company's successful brand marketing strategy.Using the theory of brand positioning strategy,brand communication strategy,and using the research methods of literature research,case analysis,qualitative analysis,this paper studied the brand marketing strategy of Meizu's rebranding from a niche brand to a mass brand.This paper firstly reviewed the “small and beautiful” brand history,then analyzed the rebranding strategy of Meizu,finally summarized the Enlightenment of Meizu's rebranding strategy.In this paper,through the case study of Meizu's rebranding,the author hopes to provide a reference for other mobile phone brands or other niche brands to expand market size.