The impact of public relations on corporate brand marketing: a case study of the Chinese mobile brand VIVO

This paper aims to analyze the role of public relations in brand marketing, particularly through a case study of the Chinese mobile brand Vivo. It explores how public relations strategies influence brand image and consumer perception. This study provides insights and guidance for Chinese mobile enterprises and other companies [1].

To gain a significant competitive advantage and establish a foothold in an unpredictable market, companies must build strong public relations and strive to improve their growth prospects. Therefore, establishing an effective public relations system is essential and urgent for businesses. Vivo is a Chinese technology company whose market share in China has been steadily increasing. From 2021 to September 2024, Vivo smartphones have ranked first in domestic smartphone sales for three consecutive years and three quarters. In 2023, Vivo's smartphone sales reached 120 million units, with several models repeatedly achieving sales championships. For the entire year of 2023, Vivo secured the top position among domestic smartphone brands with a market share of 16.9%, followed closely by OPPO (16.2%) and Honor (15.7%). Xiaomi (14.4%), Huawei (12.1%), and Realme (1.9%) ranked fifth to seventh, respectively (Fig-ure1) [2]. This paper explores the public relations strategies that Vivo has implemented to enhance its brand awareness and reputation, while also examining the factors that have contributed to Vivo's rapid growth and success from a public relations perspective.

Figure 1. China Smartphone Market Share by 2023

Vivo Enterprise Status Analysis:

• 1.    Marketing Positioning. Vivo ’ s marketing strategy targets today ’ s youth, who value external beauty, seek self-expression, possess strong curiosity, love fashion, and follow trends. By collaborating with popular celebrities, Vivo effectively captures the psychology of young consumers. In the Russian mobile phone market, Vivo should adopt this marketing positioning to resonate with young people ’ s mindsets. The company can leverage the influence of trending stars to achieve substantial product coverage and implement precise marketing targeting young audiences through a celebrity-plus-fans model.

• 2.    Integrated Online and Offline Promotion. The integration of online and offline channels is a significant trend in the current new retail environment. In 2023, Russia's total online sales reached 6.4 trillion rubles, a 28% increase compared to the previous year. Domestic e-commerce sales accounted for 96.9% of this total, while cross-border transactions represented 3.1% [3]. Vivo quickly adapted to changes in the market landscape by integrating online sales platforms with offline physical stores. For instance, inviting well-known influencers or popular celebrities to host live streams in physical stores attracts the attention of young fans and guides potential consumers toward making purchases. By 2024, there are five Vivo service centers in Russia, along with an online Vivo marketplace. Vivo collaborates with companies like MTS for offline part-

• nerships. The company adopts a nationwide uniform pricing strategy while also using in-store lotteries, promotions, and collaborations with telecom operators to entice consumers and expand its brand influence [4].

• 3.    Innovative forms of public service activities. By sponsoring charitable public welfare activities, companies can establish a positive public image and enhance their brand's appeal in consumers' minds. This is especially true in Russia, where the growing awareness of corporate social responsibility (CSR) among consumers has made participation in philanthropic activities an important means of enhancing brand value. For instance, Vivo has effectively utilized this in its public relations management by collaborating with the charity organization One Foundation, calling on society to pay attention to public welfare and spread positive energy. Such initiatives not only establish a strong brand image but also enhance the company's social influence in the Russian market. Furthermore, as Russian society deepens its focus on environmental and social issues, companies that actively engage in relevant charitable projects can better meet consumer expectations of brands, thereby strengthening their competitive advantage in a fiercely contested market.

• 4.    Vivo SWOT-analysis.

• S    – Strengths. The company has a large scale and ample funding. Currently, Vivo is a well-

• known brand in China, with a strong corporate image and high credibility.

W – Weaknesses. Traditional management practices have led to numerous management issues, limiting the company's growth. There is a challenge in establishing social connections between products and consumers. Vivo's market positioning includes being a follower, a market challenger, and a market leader, occupying a significant share of the mobile phone market.

O – Opportunities. New infrastructure development, market restructuring, and utilization; broad prospects in international markets; promising Sino-Russian trade; significant potential in the Russian market.

T – Threats. Pressure from existing competitors such as Apple, Huawei, and Xiaomi, which have high sales volumes. In the Russian market, brands like Xiaomi, TECNO, Realme, and In-finix account for approximately 75% of the market share, making it difficult for vivo to further penetrate the market. Additionally, vivo's market and product positioning may not be precise.

Vivo Public Relations Strategy Recommendations:

In the era of information overload, simple advertisements have become less effective in attracting consumers. Companies should enhance their public influence through themed activities. When launching new products, Vivo leverages the influence of celebrity endorsers to generate online buzz. This is followed by organizing check-ins, shares, likes, and giveaways through social media to encourage consumer participation. Additionally, Vivo should host press conferences, fan meet-and-greets, and charity events to strengthen its connection with fans, thereby expanding its social influence.

At the same time, Vivo needs to gain an indepth understanding of consumer needs, designing consumer-oriented new products to maintain the brand ’ s positioning of "youthfulness, fashion, and vitality." They should precisely target advertisements to enhance the brand image. Furthermore, in the context of new retail and 5G environments, Vivo should integrate online and offline channels, making full use of social platforms and community forums to share corporate news and enhance its overall image [6].

In terms of public relations, companies must cultivate a crisis awareness and establish a robust response mechanism. In the age of social media, a good reputation is difficult to build but easy to destroy. Therefore, companies must actively promote their brands, enhance their public relations capabilities, and ensure they can maintain sincerity and respond effectively when a crisis occurs.

Conclusion. This article analyzes the market environment of Vivo and the importance of public relations, covering aspects such as marketing positioning, online and offline promotional activities, innovative public welfare events, and SWOT analysis. It also proposes optimization strategies, including organizing thematic events, customer orientation, integrated communication, and crisis public relations awareness, aiming to provide references for vivo and other enterprises [7]. Furthermore, with the development of 5G and new technologies, vivo's extensive application and diversification in the 5G sector will be key to its sustained operations, showcasing its pursuit of innovation and trends, and indicating a promising future.