What is Sales and Marketing Strategy of China Mobile Company?

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What is China Mobile's Sales and Marketing Strategy?

China Mobile's strategy has evolved from basic mobile services to a digital powerhouse. Their focus on 'AI+ services' and the 'Aijia' ecosystem signifies a major shift. This has been key to maintaining market leadership and generating new revenue.

The company's aggressive pivot to 5G and digital transformation services has reshaped its market trajectory. This strategic move positions them as a comprehensive digital service provider, not just a connectivity provider.

How does China Mobile effectively deliver its products and services, and what marketing tactics drive its success?

In 2024, China Mobile achieved operating revenue of RMB1,040.8 billion, a 3.1% increase year-on-year. Their mobile customer base surpassed 1.0 billion, with 5G customers reaching 552 million, or 55.0% of the total. By Q1 2025, 5G customers grew to 578 million. This growth highlights the effectiveness of their strategy, including their China Mobile BCG Matrix analysis in understanding product performance.

China Mobile's sales strategy is a dynamic blend of extensive offline retail presence and a rapidly growing digital ecosystem, designed to capture a diverse customer base across China. This dual approach is central to its overall China Mobile business strategy, ensuring broad market reach and catering to varied consumer preferences.

Offline Retail Network

The company operates a vast network of physical stores, acting as crucial touchpoints for customer acquisition, service inquiries, and product demonstrations. This extensive physical presence is a cornerstone of China Mobile's sales strategy, particularly in major urban centers.

Direct Sales Teams

Dedicated direct sales teams further bolster customer engagement and sales efforts, especially for enterprise solutions and complex service packages. This direct interaction is vital for building relationships and driving sales in key market segments.

Digital Sales Platforms

China Mobile leverages its official website and mobile applications as robust e-commerce platforms for service activation, plan management, and device purchases. This digital push is integral to its China Mobile digital marketing efforts.

Omnichannel Integration

The company is increasingly focused on omnichannel integration, ensuring a seamless customer experience across all touchpoints. This reflects a strategic shift towards becoming a comprehensive digital service provider.

Channel Performance and Growth

China Mobile's sales channels are instrumental in its market leadership, evident in its strong performance across various segments. The company's strategic focus on expanding its digital capabilities and enhancing its physical network continues to drive growth.

• In 2024, the company achieved a significant milestone with 278 million household broadband customers, marking a net increase of 14.05 million.
• Gigabit broadband customers grew by 25.0% to reach 99 million, while FTTR customers saw a remarkable surge of 376% to 10.63 million.
• The enterprise market revenue reached RMB209.1 billion in 2024, an increase of 8.8% year-on-year, supported by a corporate customer base of 32.59 million.
• The company's strong presence in major cities like Guangdong, where it holds over 70% market share, highlights the effectiveness of its 'place strategy' in its Growth Strategy of China Mobile.

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China Mobile employs a multifaceted approach to its marketing tactics, blending extensive mass advertising with sophisticated digital strategies to capture a broad customer base and foster loyalty. The company's efforts are geared towards building brand awareness, driving customer acquisition, and ultimately increasing sales.

Mass Advertisement Campaigns

The company utilizes high-frequency, high-quality HD advertisements across various media platforms. This ensures widespread brand recall and captures the attention of potential customers for mass awareness and acquisition.

Corporate Social Responsibility (CSR)

CSR initiatives are integral to its marketing, aiming to enhance brand perception and build strong connections with local consumers. This strategy cultivates brand loyalty and positive sentiment.

AI-Powered Information Services

The company actively promotes its advanced AI-powered services, including personal mobile cloud storage and other value-added offerings. This highlights technological innovation and customer convenience.

Data-Driven Marketing

A core element of the China Mobile marketing strategy is its data-driven approach. This involves targeted value management and customer segmentation to maintain core business strength and cater to diverse customer needs.

Technology Platform Utilization

The company leverages technology for efficiency, employing AI and machine learning for network optimization and customer service. This ensures personalized service delivery and operational excellence.

Influencer Marketing

Recognizing the influence of key opinion leaders in China, the company integrates influencer marketing into its campaigns. This strategy effectively sways consumer purchasing decisions and broadens reach.

China Mobile's digital marketing tactics are sophisticated, focusing on creating contextual, conversational, and AI-optimized content. The company adopts a cross-channel approach, ensuring seamless integration of content, branding, and customer engagement across various touchpoints. This includes leveraging popular platforms such as Douyin, Xiaohongshu, and WeChat mini-programs to connect with a wide audience. A significant aspect of its sales strategy is the aggressive promotion of its 5G and 5G-Advanced networks, aiming to accelerate the adoption of these cutting-edge mobile services. This focus on innovation and advanced technology is a key differentiator in its competitive landscape. The company's commitment to understanding and serving its customers is reflected in its adherence to its Mission, Vision & Core Values of China Mobile, which guides its customer-centric approach.

Key Marketing Tactics and Channels

China Mobile's marketing strategy is a blend of traditional and digital methods, designed for maximum impact and customer engagement.

• Mass Advertisements: High-frequency, high-quality HD ads for broad awareness and recall.
• CSR Initiatives: Building brand loyalty and positive perception through social responsibility.
• AI-Powered Services: Promoting cloud storage and value-added services enhanced by AI.
• Data-Driven Segmentation: Targeting specific customer segments, especially mid-to-high-end, for tailored offerings.
• Digital Platforms: Utilizing platforms like Douyin, Xiaohongshu, and WeChat mini-programs for content and engagement.
• Influencer Marketing: Collaborating with influencers to impact purchasing decisions.
• 5G Promotion: Aggressively marketing 5G and 5G-Advanced networks to drive adoption.
• Personalized Service: Employing AI and data analytics for tailored customer experiences.

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China Mobile's brand positioning centers on its status as the world's largest mobile network operator, emphasizing technological innovation and a superior customer experience. The company highlights its pioneering role in 5G and 5G-Advanced (5G-A) deployment, aiming to lead the next generation of mobile communications.

Technological Leadership

The company positions itself at the forefront of mobile communications by pioneering 5G and 5G-A technology. This focus underscores its commitment to future-ready networks and services.

Integrated Digital Ecosystem

China Mobile promotes an 'AI+ new era' and an integrated digital ecosystem. Its 'full gigabit + cloud life' concept for smart homes, under the China Mobile Aijia brand, exemplifies this integrated approach.

Customer Value Proposition

The brand appeals through consistent innovation, value, and extensive network coverage. This is supported by significant infrastructure investment, including over 2.4 million 5G base stations deployed by the end of 2024.

Customer Satisfaction and ARPU

China Mobile maintained a leading level of customer satisfaction in 2024. Its mobile Average Revenue Per User (ARPU) was RMB48.5 in 2024, with household customer blended ARPU increasing by 1.6% year-on-year to RMB43.8.

Brand consistency is achieved through a customer-centric philosophy and a streamlined sales and marketing function. This allows the company to adapt to consumer sentiment shifts and competitive pressures by reinforcing its technological strengths and comprehensive service offerings, a key aspect of its overall China Mobile business strategy.

Network Expansion

Gigabit broadband coverage has been expanded to 480 million households, demonstrating a commitment to broad accessibility and high-speed internet services.

Customer-Centric Approach

A customer-centric philosophy guides the brand's operations, ensuring responsiveness to market changes and reinforcing its competitive advantages.

Embracing the AI+ Era

The brand narrative actively promotes the transition to an 'AI+ new era,' positioning the company as a facilitator of this technological advancement.

Smart Home Integration

The 'full gigabit + cloud life' concept, exemplified by the China Mobile Aijia brand, showcases the company's strategy for smart home solutions.

Reinforcing Technological Advantages

The company consistently reinforces its technological leadership, particularly in 5G, as a core element of its brand identity and market appeal.

Market Responsiveness

A streamlined sales and marketing function enables effective responses to consumer sentiment and competitive threats, crucial for maintaining its China Mobile market share.

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China Mobile's marketing strategy is heavily focused on its technological advancements and digital service expansion. Recent campaigns highlight its leadership in 5G and its comprehensive digital transformation efforts.

5G-Advanced Network Launch

The commercial launch of 5G-Advanced (5G-A) networks, starting in March 2024 in major cities, aims to solidify its position in next-generation connectivity. The goal is to foster over 20 million 5G-A device users by the end of 2025.

AI+ Services and Aijia Ecosystem

Promoting 'AI+ services' and the 'Aijia (AI Home)' ecosystem expands value-driven solutions for businesses and smart homes. This is a core part of its digital transformation strategy.

5G User Growth and Penetration

These initiatives contributed to 5G network users reaching 552 million in 2024. This represents a significant 55.0% penetration rate among its mobile customers.

'5G New Calling' Engagement

The '5G New Calling' initiative, enhancing voice and video calls, achieved substantial engagement. Monthly active customers reached 150 million across all platforms in 2024.

These campaigns are instrumental in driving revenue growth and expanding market share, reflecting a strategic pivot towards becoming a comprehensive digital service provider. The company's approach to its Target Market of China Mobile is clearly evolving with these initiatives.

Device Compatibility and Expansion

The company aims to introduce over 20 new mobile phone models supporting 5G-A. This includes collaborations with major device manufacturers like Vivo, Oppo, and Xiaomi.

Digital Transformation Revenue

Revenue from digital services saw a 9.9% year-on-year increase in 2024, reaching RMB278.8 billion. This growth underscores the success of its digital strategy.

Home Market Growth

The home market segment experienced an 8.5% year-on-year revenue increase, totaling RMB143.1 billion in 2024. This highlights strong performance in consumer-focused digital services.

Enterprise Market Expansion

Enterprise market revenue grew by 8.8% year-on-year, reaching RMB209.1 billion in 2024. This indicates successful penetration and service offerings for business clients.

Smart Application Subscribers

Within the '5G New Calling' initiative, smart application subscribers reached 34.75 million in 2024. This demonstrates a growing adoption of advanced calling features.

Strategic Focus on Innovation

The overall China Mobile marketing strategy emphasizes innovation in connectivity and digital services. This approach aims to capture new revenue streams and maintain market leadership.

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