Case Study

Baofeng

The first product launch, how to position the brand in the industry and attract more consumer attention?

Hyperbody TV was the first Internet TV launched by Baofeng TV on December 2, 2015. It was the first time that Storm TV entered the market. With a zero-fan base and limited influence of communication, the challenge was to position the brand in the industry and attract consumers’ attention.

35000
equals Xiaomi
TV
99
WOM on Jing Dong Mall users praise Baofeng higher than competing products
0.21
Reached
0.21Mn
RMB
0.23
millions in news search
Key Events and topics

The key specifications and name of the product were leaked in advance, and the comments by Baofeng on the stagnation of the overall TV industry. Also CEO Liu Yaoping sent a long story late at night. A series of such incidents before the launch triggered netizens’ attention to Storm TV.

Jing Dong Mall Pre-Book & Bidding

The key specifications and name of the product were leaked in advance, and the comments by Baofeng on the stagnation of the overall TV industry. Also CEO Liu Yaoping sent a long story late at night. A series of such incidents before the launch triggered netizens’ attention to Storm TV.

Sale of the Internet TV started in 10 Tier I cities simultaneously in  O2O Mode

The key specifications and name of the product were leaked in advance, and the comments by Baofeng on the stagnation of the overall TV industry. Also CEO Liu Yaoping sent a long story late at night. A series of such incidents before the launch triggered netizens’ attention to Storm TV.